The Twenty-First-Century Media Industry: Economic and Managerial Implications in the Age of New Media

311 Pages·2010·3.704 MB·English

by  John Allen Hendricks

T H E T W E N T Y - F I R S T -
C E N T U R Y M E D I A I N D U S T R Y
S N M
TUDIES IN EW EDIA
Series Editor: John Allen Hendricks,
Stephen F. Austin State University
This series aims to advance the theoretical and practical understanding of the
emergence, adoption, and influence of new technologies. It provides a venue
to explore how New Media technologies are changing the media landscape in
the twenty-first century.
TITLES IN SERIES:
The Twenty-First-Century Media Industry: Economic and Managerial Implica-
tions in the Age of New Media, edited by John Allen Hendricks
T H E T W E N T Y - F I R S T -
C E N T U R Y M E D I A I N D U S T R Y
Economic and Managerial Implications
in the Age of New Media
Edited by
John Allen Hendricks
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British Library Cataloguing in Publication Information Available
Library of Congress Cataloging-in-Publication Data
The twenty-first-century media industry : economic and managerial implications in the
age of new media / edited by John Allen Hendricks.
p. cm. — (Studies in new media)
Includes bibliographical references and index.
ISBN 978-0-7391-4003-1 (cloth : alk. paper) — ISBN 978-0-7391-4005-5 (electronic)
1. Mass media—Technological innovations. 2. Digital media—Economic aspects. 3.
Digital media—Social aspects. I. Hendricks, John Allen.
P96.T42T89 2010
302.23—dc22
2010013283
(cid:2) ™
The paper used in this publication meets the minimum requirements of American
National Standard for Information Sciences—Permanence of Paper for Printed Library
Materials, ANSI/NISO Z39.48-1992.
Printed in the United States of America
As always, because of their continued love and support,
my achievements are dedicated to Stacy, Abby, and Haydyn.

Contents
List of Figures and Tables ix
Foreword by Alan B. Albarran xi
Acknowledgments xiii
Part I: Change: Technology, Economic Implications, and
Consumer Behaviors
1 New Media: New Technology, New Ideas or New Headaches 3
Susan Smith and John Allen Hendricks
2 Media Management: The Changing Media Industry and
Adaptability 23
Mary Jackson Pitts and Lily Zeng
3 DVRs and the Empowered Audience: A Transformative New
Media Technology Takes Off 41
James R. Walker and Robert Bellamy
4 The Obstinate Audience Revisited: The Decline of Network
Advertising 61
Douglas A. Ferguson
5 Going Viral: Mass Media Meets Innovation 81
Joan Van Tassel
— vii —
viii Contents
Part II: Implications of New Media Technologies
6 The First Domino: The Recorded Music Industry and
New Technology 109
Robert Bellamy and Robert Gross
7 Changes and Challenges in the Print Industry: The New
Landscape of the Print Media 133
Steven Phipps
8 Challenges and Opportunities, New Models, and the Emergence
of the Next Newsroom 149
Jen McClure
9 Broadcast and Cable on the Third Screen: Moving Television
Content to Mobile Devices 173
Jennifer Meadows
10 How to Reach the Masses: Broadcasters’ Uses of the Internet
and Cell Phones 191
Maria Williams-Hawkins
11 Making Money with Mobile 219
Maria Williams-Hawkins
12 Cinema in the Age of RWX Culture 235
Alexander Cohen
13 Local Market Radio: Programming and Operations in a New
Media World 251
Tony R. DeMars
Bibliography 269
Index 279
About the Editor 289
About the Contributors 291
Figures and Tables
Figures
5.1. One-to-One: The Schramm-Osgood Model of Interpersonal
Communication 83
5.2. One-to-Many/Few-to-Many: Schramm’s Model of Mass
Communication 85
5.3. Exponential Connectivity of Networks 88
5.4. Mass Media and the Feedforward Path 88
5.5. Growth of the Internet 89
5.6. Individual Actions in MVC 92
5.7. Process of MVC, Initiated by a Message Generated by
an Individual 94
5.8. Stages of the Individual Adoption of Innovation Process 95
5.9. Stages of Adoption Within a Population 95
5.10. Spikes and Chatter on Blogs 97
5.11. Theorized Model of Campaign Communication Mediation 98
5.12. Influence of Online News Use and Messaging Activity on
Civic and Political Participation 99
8.1. 2009 Social Media Adoption Trends 164
8.2. 2009 Survey Findings 165
8.3. 2009 Survey Findings: Perceived Value of Social Media 165
8.4. 2009 Survey Findings: Perceived Value of Social Media 166
8.5. 2009 Survey Findings: Perceived Value of Social Media 166
9.1. Programming Path 177
— ix —