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Title: Media

A presentation by Alex Ricci And Caelan
Key Terms
Here are some key terms you should understand
before we start our presentation.
Vertical Integration
  • vertical integration
  • where a corporation owns or controls all aspects
    of the production system from origin to consumer
    such as a transnational food corporation that
    owns the animals, hatcheries, feed mills,
    processing plants, packaging, and transportation

  • \glo-b?-l?-za-sh?n\
  • the state of being globalized especially the
    development of an increasingly integrated global
    economy marked especially by free trade, free
    flow of capital, and the tapping of cheaper
    foreign labour markets.

Noam Chomsky
  • Professor of linguistics, prolific pamphleteer,
    highly influential leftist
  • Known for his extreme views (e.g., that America
    is worse than Nazi Germany)
  • "The so-called War on Terror is pure hypocrisy,
    virtually without exception"

  • Lobbying is the practice of influencing decisions
    made by government. It includes all attempts to
    influence legislators and officials, whether by
    other legislators, constituents or organized
  • A lobbyist is a person who tries to influence
    legislation on behalf of a special interest or a
    member of a lobby.
  • Governments often define and regulate organized
    group lobbying.

Global Media
  • We have changed from a industrial to a
    information society
  • almost all information we experience comes from
  • 95 of that media is considered mainstream media.
  • In mainstream media diverse views are not
    commonly expressed.
  • Media exposure is a major factor in shaping
    economic, political, social, cultural and
    environmental make up of the world.

Global Media
  • In a democratic society, information should be
    designed to help people become well informed and
    better protect themselves.
  • Access to allot of information does not
    necessarily mean people are better informed.
  • The information must be studied and challenged so
    that it can be understood.

Where Do You Get Your Information From?
  • Get into a group of around 3 or 4.
  • Discuss with one another where you get your
    information about the world around you from.
  • You have about 10 minutes to complete this
  • Once everyone is done we will share them with the

Media Ownership
  • In the first half of the twentieth century,
    governments used institutions such as the CBC to
    distribute information in order to protect
    freedom of speech and cultural identity, and
  • This was done to avoid commercialization.
  • The general public owns these institutions.
  • Unbiased debates and other programs of that
    nature are played on these channels.

Media Ownership
  • Now..
  • huge transnational corporations control public
    airwaves in a vast horizontal and vertically
    integrated system of media.
  • These corporations use the airwaves at no cost
    and face few regulations.
  • The global media industries are dominated by a
    just a few companies.

Media Ownership In Canada
  • although the CRTC regulates media to ensure fair
    competition and diversity of ownership. A few
    companies still control the market.
  • ? ? ? ? ?
  • much of the news has become entertainment and is
    driven by ratings and profits.
  • Media owners tell us that people are not
    interested in serious issues. And that they only
    care about making money for their shareholders
  • Media corporations in Canada
  • bell globemedia
  • CanWest Global
  • Shaw communications
  • hollinger Inc.
  • Quebecor
  • Rogers Communications
  • Torstar

Public Relations
  • Public relations is a multi billion dollar
    industry devoted to selling messages to the
  • public relations companies use many techniques to
    create an image and shape public perceptions.
    These techniques are polling, focus groups,
    watching young peoples actions and language
    through one-way glass. To track public opinion
  • lobbying is also used to make competitors product
    more expensive through tariffs and taxes or even
    illegal. I.e hemp and forestry.

  • The good.
  • advertising provides a useful purpose providing
    information about products and services as well
    as financial support for many forms of media.
  • Allows magazines and TV to have low prices.
  • One more point.
  • The bad.
  • Commercials and the corporations that own them in
    many ways control the news and parts of the
  • With the increasing number of advertisements the
    issue of commercial pollution comes up.

In groups discuss some issues that your assigned
company would try to influence in the mainstream
media. For example if a story on the hazards
that deforestation has on the environment came
out the forestry companies would try to get that
story pulled, by threatening to pull
funding. Bell communications, Molson Canadian,
McDonalds, and ford motor.
There are good and bad things about advertising
and commercials.
The Role of Journalists
  • Journalists make useful information accessible to
    citizens so they get to know the wider world
    around them.
  • Journalists try to be fair and unbiased.
  • Good journalism is needed to achieve
    accountability and acts as a check on media
  • Editors tend to approve or alter stories to meet
    the expectations of owners.
  • Journalists in developing countries can be
    subject to censorship and death threats if they
    are reporting views on issues that are not in the
    interests of powerful groups.

  • the term propaganda is used to describe
    persuasive messages and the widespread promotion
    of a particular ideas.
  • Language is key to these messages people use
    loaded words to sell their idea and persuade
    the public.
  • Jargon and doublespeak are used to mislead and

Setting the Agenda.
  • Noam Chomsky sees society as consisting of a
    political class of about 20 who are well
    educated and play a role in decision making. And
    do not get easily fooled by over simplification
    and illusion.
  • But the mainstream media takes advantage of the
    other 80, they determine, select, shapes,
    controls, and restricts what gets reported in the
  • So the 80 follow rules, not to be challenged by
    critical perspectives or controversial ideas, but
    to be entertained.
  • Films about sports and military glorify
    unthinking obedience.
  • While they also portray stereotypical views of
    various groups. And tell us what ideas
    behaviours, and attitudes are acceptable.

Manufacturing consent
  • perceptions about what is known are not always
    accurate. This idea has been exploited by media
    industries as they shape public opinions.
  • Information presented in the news is often biased
    and misleading, missing a key viewpoint.
  • Ex.
  • Noam Chomsky, an activist from MIT points out in
    his books that while an authoritarian government
    can easily control the information received by
    the public. In an democratic government that is
    not allowed but the media providers do it for
    their own gain.

McWorld A Global Monoculture
  • Global media is beginning to expand fast, not
    because of growth in providing public services,
    but because of the amount of profit that can be
    made, thus businesses invest in advertising to
    attract consumer demand.
  • When attitudes and consumption habits are similar
    over a large audience, it is easier to sell
    products to consumers because of the same
    interests into the same products. (I.e. iPods
    everyone likes iPods, everyone WANTS iPods.
  • The spread of western culture is sometimes
    referred to as McWorld. It is known as McWorld,
    because of the vast growing of McDonalds
    companies throughout countries.

McWorld A global monoculture cont.
  • Cultural Diffusion can bridge cultural divides
    to foster greater understanding among peoples
    exposed to foreign lifestyles, provide richer,
    more stimulating mix of world views, ideas,
    music, and art.
  • The problem with expanding consumer lifestyles is
    that it is greatly affecting the traditional
    craftspeople and artisans mainly because of the
    growing competition between companies that it is
    destroying smaller businesses.

What is Wrong with Common Sense?
  • Consumerism is the purchasing of possessions and
    consumptions that equate with happiness.
  • People are beginning to buy more and more things
    that they dont really need. In a sort of speak,
    people are consuming so many things just so they
    can keep up with the Jones. This means buying
    things that other people are buying.
  • Some analysts see it as a religion

Pop Culture
  • Pop culture is the collection of ideas that are
    popular, well-liked or common and create the
    prevailing culture.
  • It is reflected in every aspect of life,
    including clothing, food, music, and sports.
  • Pop culture is greatly displayed to the types of
    music people listen to. (I.e. theres the group
    of people that listen to rap, those that listen
    to hip-hop, and those that listen to rock.
  • Paradigm Shifter

Getting wise to the Media
  • Media is everywhere, and is owned by many large
    corporations that are around in our world.
  • Media Literacy is the ability to decode or
    deconstruct the constructed information that is
    received in order to find out the truth about the
    world and become better informed.
  • Media literacy allows consumers the tools to
  • Access alternative viewpoints
  • Look critically at powerful images, many of which
    are targeted at youth

Getting Wise to the Media Cont.
  • Get a big picture and more accurate view of the
    world, as media tends to fragment it
  • Be aware of the techniques used to create
    propaganda, spin, and how reality and public
    consent may be constructed
  • Communicate effectively to get their own messages
  • Make wiser choices and better-informed decisions
    to become more effective global citizens.

What is Alternative?
  • Alternative is being able to seek different types
    of sources that allow someone to be fully
  • Helps synthesize with mainstream
  • Introduces new ideas into issue resolution
    challenging basic assumptions
  • I.e. books, Internet, magazines, are all examples
    of alternative media

Discuss in groups where you can find some
examples of alternate media sources.
Using Media to Analyse Geographic Issues
  • Analyzing geographic issues requires an informed
    and critical understanding of the nature of
    media, the techniques used, and their impacts.
  • Knowing where media fits into the structure of
    society and how it relates o other systems of
    power and authority is essential.

Just the Facts
  • Fact Are objective, unbiased bits of information
    about reality that are inarguable.
  • Opinion are judgments or views about reality.

Political Cartoons
  • Uses pictures to express an opinion or attitude