Tag Archives: mass media

The Future of the Media

I believe that the media will still be a very strong driving force behind how people get their information in the future.  I think that the new media culture and technology will still have a similar effect, if not a stronger one, on my peers and myself in the future.  Being a Strategic Communications major at DU, I have realized that many of my classes have taught me how to correctly operate social media sites to promote businesses.  Also, as an intern this past fall term, I was in charge of doing majority of the Facebook, Twitter, and blog posts that promoted the festival I was interning for.  A while ago, a major teaching you this line of work was unheard of.  Now, it seems to be a norm throughout many schools (however, they usually call it just Media Studies or Communications). This new major opportunity in colleges leads me to predict that the media will be a very important tool used by all companies in the future, as many are hopping on that bandwagon now.  I think that my peers and I will be using more types of social media outlets and seeing the news on mainly a computer screen in the future.

I think that the future of media and the lives of the future children will be a brighter outlook.  Though I spent most of my time outdoors as a kid and occasionally a computer/video game or two, I feel that the future generation of children will be spending much more time on the newer kid-friendly tablets that they are creating for children.  I will definitely still make my kids play outside, because that is the fun of being a kid, but I think that the new children will be very accustomed to the new technologies since it seems to be a trend that kids 8 years and older have tablets (once saw a 3 year old with an iPad; don’t know the logic behind that one).  The new program that is all over commercials, ABC Mouse, is a testament to how young children are using technology to further their education.  I feel that the new generation of kids will be extremely technologically savvy.

I also predict that many of the social media outlets, such as Facebook and Twitter, will be slowly filtered out to make way for newer and more efficient social media sites.  I also feel that there will be more social media sites in the future, which has the potential to complicate things.

What began as a futuristic way to send and spread information has now seemed to engulf many people’s lives in a swirl of different social media sites. I for see this trend continuing in the future.  I predict that different forms of media (typically technological media) expanding and the print media slowly dissipating. I hope print media does not die out entirely, but I see it fading into the background by the time our generation has passed on.

Who Runs the World?

With almost 200 million views on YouTube, Beyoncés Run the World has become a viral video hit, as well as a powerful vector of ideology and hegemony. This mass media text is an excellent example of underlying societal power. With prevalent underlying themes of post-feminism and heteronormativity, Beyoncé’s hit embodies mass media’s hegemonic grip on popular culture.

When the song was released, many hailed it as a powerful assertion of female empowerment. And with the main line a declaration that girls run the world, it would appear that the beliefs expressed are a step forward for women everywhere. However, upon closer inspection, it is apparent that the song is rich in post-feminist thinking. The song speaks of the power of women, but according to the song, the way in which women hold power in society is through their sexual appeal. This can explicitly seen in the music video of the song, which features scantily clad women provocatively dancing as a crowd of men stare in awe. The lyrics mirror this. For instance, the line “My persuasion can build a nation. Endless power, with our love we can devour. You’ll do anything for me” is a clear implication that the way women hold power is with their bodies. In this way, the song is an example of perceived power playing into the idea of perceived sexual equality better known as post-feminism. Not only does this text, exemplify post-feminist ideals, but it also plays into society’s unseen heteronormative and patriarchal.

It is not hard to see the upholding of heteronormativity, the invisible ideology which normalizes heterosexuality and marginalizes queerness, in Run the World. The music video illustrates a world in which men are perplexed by women, and women alone. Along with women solely addressing men in the videos, the lyrics also depict a heteronormative scene.  Lines like “Boy I know you love it” and “strong enough to bear children” maintain the status quo of male and female relations as normative. Furthermore, heteronormativity can be seen in the illustration of conventionally feminine and masculine dancers in the music video. Of course the portrayal of only conventionally attractive people in the music video comes as no surprise when the lyrics speaks of sexual attractiveness as the key to female power.

Beyoncé’s song may take a stand for women in society, but in the ways that it does this, it merely reaffirms hegemonic ideals. The post-femininity expressed shows a belief in equality, while under the surface, the sexual objectifying tells a different story. Coupled with the heteronormativity and exclusion of marginalized groups in the expression of power help to paint a picture of the subtle, yet powerful role of hegemony in society.  Run the World is also a prime example of how hegemony adjusts to fit cultural evolution. The post-feminism beliefs in the song reflect this in the fact that the power of women has been recognized at this time, but the power given to women is only that of a sexual nature.

The consequences of this, and other media texts like it, is that those in power are able to maintain control of underlying ideologies with the cooperation of those they oppress. In this way, media texts function to serve those who control society, allowing them dictate what we think and believe. This is dangerous because it means that the few people in power have a great deal of influence over the masses. While this is not inherently bad, there is potential for that power to be used in a way that is far from good for the people. As a society, we need to realize this and be more conscientious in own beliefs and what we experience through the media.


A-Z Lyrics: http://www.azlyrics.com/lyrics/beyonceknowles/girlswhoruntheworld.html

Feminist Theory: http://0-fty.sagepub.com.bianca.penlib.du.edu/content/7/2/255.full.pdf+html

Gender and Education Association: http://www.genderandeducation.com/issues/what-is-heteronormativity/

Ideology: http://www.youtube.com/watch?v=Wz3YNMPMNzU

Media and Society

Post-Colonial Studies- Emory: http://postcolonialstudies.emory.edu/hegemony-in-gramsci/

Vevo-Beyonce: http://www.youtube.com/results?search_query=run%20the%20world&sm=3

Wikipedia: http://en.wikipedia.org/wiki/Patriarchy

The Scope of Media: Time Warner’s Broad Target Audience and International Presence

     For this blog post, I chose to focus my research on Time Warner Inc.. Time Warner is one of the “big 5” (or 6) entertainment conglomerates and they own a wide variety of companies prevalent within the media industry. Although many people are familiar with the name Time Warner, few people, including myself until doing this research, are familiar with exactly how wide the company’s reach extends. In order to give an idea of just how powerful Time Warner is, I will list some of the company’s assets below.

Time Warner Inc.

Home Box Office

–       HBO

–       Cinemax

Time Inc.

–       Fortune

–       Health

–       In Style

–       Life

–       Money

–       Time

IPC Media (U.K.)

Grupo Editorial Expansión (Mexico)

Turner Broadcasting System

–       truTV

–       TBS

–       TNT

–       TBS

–       Cartoon Network

–       Adult Swim

CNN News Group

–       CNN en Español

–       CNN Latino

–       CNN International

–       CNN Radio

Warner Bros. Entertainment

–       Warner Bros. Consumer Products

–       Warner Bros. Theatre Ventures

–       Warner Bros. Pictures International

–       DC Entertainment

  • DC Comics

(Extensive list of companies can be found at http://www.cjr.org/resources/?c=timewarner)


     While researching the corporate web of Time Warner, there were many interesting thoughts that popped into my head regarding the relationship between the companies and the influence they may have on the public. First, I was surprised at how many international companies are a part of Time Warner. Before realizing this, I had only been thinking about the effects of the “big 6” on citizens of the United States. However, seeing the number of foreign outlets on the Time Warner list makes me wonder just how far reaching the influence of large media conglomerates really is.  With American corporations controlling media in foreign countries, it is not outrageous to assume that those countries could be influenced by any American culture included within the media. Furthermore, the American owned outlets could be giving off a pro-American bias. This bias could be shedding America in a more favorable light, which would benefit the U.S. making the global view more positive, but in a less-than-truthful manner.

     A second major idea that came to mind during observations of Time Warner was the audience range within the variety of companies. Time Warner owns media geared towards children, adolescents, and adults. From cartoons to news, Time Warner feeds information to all ages. This means that any agenda the company has, be it a set of ideals or simply an opinion on a certain matter, could be directed towards each age group. This would be a powerful tool in the sense that it would be received by an even larger number of people than if it were directed towards only one age group. It could also have the potential to be more effective because it would get everyone on the same page, ingraining the idea even deeper. I think the notion of children and adults alike being influenced by the same company is a frightening one  because it really bring to light the fact that from youth through old age we are under the thumb of media conglomerates.

     On a similar note, having to take an in depth look at one of these media conglomerates has given me greater overall knowledge of just how broad the reach of the media stretches, as well as making the concept of media influence all the more real. Seeing the sheer number of assets possessed by Time Warner all laid out in front of me forced me to think more critically about not only the influence of Time Warner, but how I have been influenced over the years by companies and products in general. Concluding my thoughts for this blog, I just wanted to express how doing this exercise has improved my critical thinking by giving me the tools to look deeper into the world around me. In the future, I will be better prepared for the daily bombardment of media.

– Andrew






Bertelsmann SE & Co. KGaA

Bertelsmann is a multinational media conglomerate.  Bertelsmann operates in 50 countries, and its headquarters are in Germany.  Its principle divisions include Penguin Random House, RTL Group, Gruner + Jahr, Arvato, Be Printers, and BMG.

Penguin Random House  is the world’s largest general interest trade book publishing company.

RTL Group is Europe’s biggest broadcaster of radio and television, which is also the parent to the FremantleMedia movie and TV production enterprise, the largest of its kind outside Hollywood.

Gruner + Jahr is one of the biggest magazine publishing houses in Europe.

Arvato is an international media and communications service provider.

Be Printers is an international group of companies offering printing solutions and communications services.

BMG is an international music company focused on the management of music publishing and recording rights.  BMG is the fourth-largest music publisher in the world, based on revenue.

Bertelsmann is a media conglomerate that employs Vertical Integration, which is evident considering its holdings primarily deal with the media, including book publishing, broadcasting tv and radio stations, magazine publishing, a media and communications provider, and a printing solutions firm.  BMG could be considered a horizontal integration, because it has to do with music and not the media industry.  Bertelsmann’s strategy is all about creativity and creating an environment that fosters innovation.  According to their CEO, Thomas Rabe, “Creativity is the foundation of all our businesses, the centerpiece of our value creation. We will therefore continue to invest in and expand our creative businesses.” Another part of their strategy is to aspire to be part of the digitization of media outlets, including watching tv on tablets, using e-readers, and reading magazines through their apps.  They way people consume news has drastically evolved over the past decade, making this point a priority for Bertelsmann.  Bertelsmann plans to continue growing and expanding their reach and influence.  Purchasing BMG Rights Management was a step in that direction.  In just four and a half years, BMG is  the world’s fourth-largest music publisher, with the rights to more than a million songs.  Bertelsmann plans to grow into the education industry, the booming e-commerce business, and integrated financial services, as well as the IT and high-tech sector. Bertelsmann also plans to expand geographically, to South America, India and China.

Although Bertelsmann is a multinational company, I haven’t heard of any of the media outlets.  However, Bertelsmann is more of a European company.  They have similar European television shows that are also showed in the US, such as The Price is Right and Idol.  Bertelsmann is in the top 10 for World’s Largest Media Conglomerates, but I had never heard of them before, which is surprising. However, this probably has to due with the fact that it’s a European company.

For more info on the specific tv and radio stations, magazines and newspapers, check out http://www.cjr.org/resources/?c=bertelsmann




The Tribune Company

Company: Tribune Company

            The Tribune Company is a multimedia company that operates businesses in publishing, digital, and broadcasting. The Tribune Company owns 23 television stations, 12 newspapers, one radio station, and multiple magazines. In 2010, the company’s revenue was $3.2 billion.


Ownership Map:

  • Radio:
    • WGN-AM Chicago
  • Cable:
    • WGN Americ
  • Television Stations:
    • WPIX-TV (CW) New York
    • KTLA-TV (CW) Los Angeles
    • WGN-TV (CW) Chicago
    • CLTV Chicagoland Television 24-Hour News
    • WPHL-TV (MY) Philadelphia
    • KDAF-TV (CW) Dallas
    • WDCW-TV (CW) Washington DC
    • KIAH-TV (CW) Houston
    • KCPQ-TV (FOX) Seattle
    • KZJO-TV (MY) Seattle
    • WSFL-TV (CW) South Florida
    • KWGN-TV (CW) Denver
    • KDVR-TV (Fox) Denver
    • WJW-TV (Fox) Cleveland
    • KTXL-TV (Fox) Sacramento
    • KSWB-TV (Fox) San Diego
    • KPLR-TV (CW) St. Louis
    • KTVI-TV (Fox) St. Louis
    • KRCW-TV (CW) Portland
    • WXIN-TV (Fox) Indianapolis
    • WTTV-TV (CW) Indianapolis
    • WTIC-TV (Fox) Hartford
    • WDAF-TV (Fox) Kansas City
    • KSTU-TV (Fox) Salt Lake City
    • WITI TV (Fox) Milwaukee
    • WCCT-TV (CW) Waterbury
    • WXMI-TV (Fox) Grand Rapids
    • KFOR-TV (NBC) Oklahoma City
    • KAUT-TV (INDY) Oklahoma City
    • WPMT-TV (Fox) Harrisburg
    • WTKR-TV (CBS) Norfolk
    • WGNT-TV (CW) Norfolk
    • WGHP-TV (Fox) Greensboro
    • WREG-TV (CBS) Memphis
    • WGNO-TV (ABC) New Orleans
    • WNOL-TV (CW) New Orleans
    • WNEP-TV (ABC) Scranton
    • WTVR-TV (CBS) Richmond
    • WHO-TV (NBC) Des Moines
    • WHNT-TV (CBS) Huntsville
    • WQAD-TV (ABC/MY) Davenport
    • KFSM-TV (CBS) Fort Smith
    • KXNW-TV (MY) Fort Smith
  • Newspapers:
  • Classified Advertising:
    • Classified Ventures
    • CareerBuilder
    • Apartments.com
    • Cars.com
    • For Sale by Owner
    • Homefinder
  • Magazines:
    • Chicago Magazine
  • Entertainment:
    • Metromix
  • Subsidiaries:
    • Tribune Media Services
    • Gracenote
    • Zap 2 It
    • Tribune Direct

            The Tribune Company is a multimedia conglomerate company based in Chicago, Illinois. It is the second largest newspaper publisher in the nation. The company was founded in 1847 and only owned the Chicago Daily Tribune. The company continued in the print media industry and began buying other print media outlets. By the mid 1920s, the Tribune Company began expanding horizontally by moving into broadcast media. The company eventually began accumulating online holdings as well. The Tribune Company’s reputable reputation was essential for its expansion and allowed for a synergetic operation.

            The Tribune Company owns several notable newspapers and radio stations. It is surprising and somewhat concerning to think that one company has control over such large media outlets. For example, it is worrisome to think that the Tribune Company can control the content of such popular papers that reaches millions and millions of people. Theoretically, if the Tribune Company had newsworthy information they wanted to suppress or promote, they could successfully do that on a national scale. Additionally, besides these large, well-known media outlets, the Tribune Company owns several lesser-known ones, further expanding its influence. Overall, the Tribune Company has access to an immense, frightening amount of power.