28 Nov Assignment 7: Media Ownership Influences
Follow the attach instructions to complete this work.
Very Important: Do not exceed 500 words. Make sure it aligns with the attach Rubric.
Assignment 7: Media Ownership Influences
Objectives:
To identify the impact of economic imperatives on the globalization of media.
Skills:
For this activity, you will practice using critical thinking skills to evaluate influences on media content.
Background:
Originally, mass media ownership was relatively decentralized, with nearly every city hosting its newspapers, radio stations, and even television stations. Over time, consolidation and mergers led to the rise of large media conglomerates fueled by the deregulation of media ownership restrictions with the Communications Act of 1996. This led to a handful of major corporations exerting significant control over multiple media outlets and across various platforms. Comcast, Disney, AT&T, Sony, Alphabet, and Meta are just a few of the major media companies in the United States and globally.
Activity:
A. Before you tackle this assignment, read Chapter 12 and Sections 13.1, 13.2, and 13.4 of Saylor’s Understanding Media and Culture.
B. Then, choose a news media outlet, such as The Washington Post or CNN, and visit its website to determine its parent company. Often this will be in the “Corporate” or “About Us” sections.
C. Consider and respond to the following questions:
1. Which of the three basic media business models does this media outlet fall into?
2. How does this media outlet employ each of the two ways that media receive revenue?
3. Does it exclusively use one way or a blend of the two?
4. How large is the parent company of this media outlet? Does it own any other outlets?
5. How might the parent company be using vertical integration to its advantage? What about horizontal integration?
6. Were there any surprises to what you found? Were there any corporate connections that you did not expect to see? Explain.
Requirements:
1. A thoughtful, thorough 1-2 page (about 500 words), double-spaced essay in 12-point Times Roman or similar serif font, with all the basic components for a beginning, middle, and end.
· The first paragraph should contain a thesis that introduces your main idea or position on the question posed to you in the assignment prompt. What is the point you intend to make in your answer?
· The middle paragraphs should provide information, examples, and details to support your main idea or position. This is where you should show use because statements and detail what you know or think about the topic.
· The final paragraph should sum up your main idea or position on the topic.
2. Support your comments with relevant information that you researched in the course’s learning resources.
· Use APA-style in-text citations to cite the sources of the information that you used in assembling ideas for your argument.
· Create a matching APA reference list at the end of the document.
Once you know what you want to say and have checked the assignment’s grading rubric to ensure you have met all the assessment requirements, you will be ready to submit your essay in a .doc, .docx, or .rtf format. Do not submit it as a .pdf, .Pages, .txt, .Gdoc, or other file format.
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NEW: COMM 202 Refresh '23 – Weekly Short
Essay Assignment Rubric Course: COMM 202 7382 Media and Society (2248)
Purpose Exemplary 15 points
Competent 13.35 points
Meets Minimum Requirements 10.35 points
Needs Improvement 8.85 points
Does Not Meet Requirements 0 points
Criterion Score
Purpose
(15 points)
/ 15Major
themes and
central point
or thesis are
readily
apparent in
introductory
paragraph(s).
( A+ )
Major
themes are
readily
apparent but
central point
or thesis may
not be
clearly
stated in
introductory
paragraph(s).
( A to B- )
Major
themes or
central point
or thesis is
not clearly
stated in
introductory
paragraph(s).
( C+ to C- )
Major
themes and
central point
or thesis are
not evident
in
introductory
paragraph(s).
( D to D-)
Work did not
reflect
assignment
requirements
or was not
submitted.
( F to 0 )
Breadth &
Depth Exemplary 25 points
Competent 21.85 points
Meets Minimum Requirements 18.755 points
Needs Improvement 16.25 points
Does Not Meet Requirements 0 points
Criterion Score
11/26/24, 9:52 PM Submit: Assignment 7, Media Ownership Influences ~ due Tuesday, Week 7 (12/3) – COMM 202 7382 Media and Society (2248) – …
https://learn.umgc.edu/d2l/lms/dropbox/user/folder_submit_files.d2l?db=1688704&grpid=0&isprv=False&bp=0&ou=1277636 1/7
Breadth &
Depth Exemplary 25 points
Competent 21.85 points
Meets Minimum Requirements 18.755 points
Needs Improvement 16.25 points
Does Not Meet Requirements 0 points
Criterion Score
Breadth &
Depth (25
points)
/ 25Demonstrate
s the
creative and
critical
thinking of
human
endeavor in
a response
to the
prompt(s)
that is on-
topic,
original, and
developed at
great depth.
( A +)
Demonstrate
s the
creative and
critical
thinking of
human
endeavor in
a response
to the
prompt(s)
that is on-
topic,
original, and
adequately
developed.
( A to B- )
Demonstrate
s the
creative and
critical
thinking of
human
endeavor in
a response
to the
prompt(s)
that is on-
topic but
may be
insufficiently
developed.
( C+ to C- )
Response to
prompt(s) is
not on-topic
and/or is too
general or
vague.
( D+ to D- )
Work did not
reflect
assignment
requirements
or was not
submitted.
( F to 0 )
Synthesis Exemplary 15 points
Competent 12.75 points
Meets Minimum Requirements 11.25 points
Needs Improvement 9.75 points
Does Not Meet Requirements 0 points
Criterion Score
11/26/24, 9:52 PM Submit: Assignment 7, Media Ownership Influences ~ due Tuesday, Week 7 (12/3) – COMM 202 7382 Media and Society (2248) – …
https://learn.umgc.edu/d2l/lms/dropbox/user/folder_submit_files.d2l?db=1688704&grpid=0&isprv=False&bp=0&ou=1277636 2/7
Synthesis Exemplary 15 points
Competent 12.75 points
Meets Minimum Requirements 11.25 points
Needs Improvement 9.75 points
Does Not Meet Requirements 0 points
Criterion Score
Synthesis
&
Connectio
ns (15
points)
/ 15Ideas are
supported by
reasons and
evidence
that reflect
clear
comprehensi
on of
concepts
explored in
course;
prompt's
questions
are fully
addressed.
( A+ )
Ideas are
adequately
supported by
reasons and
evidence
that reflect
comprehensi
on of
concepts
explored in
course;
prompt's
questions
are
addressed.
( A to B- )
Ideas are
supported by
reasons and
evidence
that may not
always
reflect
comprehensi
on of
concepts in
course;
prompt's
questions
may not all
be
addressed.
(C+ to C- )
Ideas are not
always
supported by
reasons and
evidence
that reflect
comprehensi
on of
concepts in
course;
prompt's
questions
may not all
be fully
addressed.
( D+ to D- )
Work did not
reflect
assignment
requirements
or was not
submitted.
( F to 0 )
Organizatio
n and
Writing
Mechanics
Exemplary 15 points
Competent 12.75 points
Meets Minimum Requirements 11.25 points
Needs Improvement 9.75 points
Does Not Meet Requirements 0 points
Criterion Score
11/26/24, 9:52 PM Submit: Assignment 7, Media Ownership Influences ~ due Tuesday, Week 7 (12/3) – COMM 202 7382 Media and Society (2248) – …
https://learn.umgc.edu/d2l/lms/dropbox/user/folder_submit_files.d2l?db=1688704&grpid=0&isprv=False&bp=0&ou=1277636 3/7
Organizatio
n and
Writing
Mechanics
Exemplary 15 points
Competent 12.75 points
Meets Minimum Requirements 11.25 points
Needs Improvement 9.75 points
Does Not Meet Requirements 0 points
Criterion Score
Organizati
on (15
points)
/ 15Arranges
ideas clearly
and logically
to support
its purpose;
ideas flow
smoothly
and are
effectively
linked;
reader can
follow the
line of
reasoning.
( A+ )
Arranges
ideas
adequately
to support
its purpose;
links
between
ideas are
generally
clear; reader
can follow
the line of
reasoning for
the most
part.
( A to A- )
Arranges
ideas
adequately,
in general,
although
ideas
sometimes
fail to make
sense
together;
reader
remains
fairly clear
about what
writer
intends.
( C+ to C- )
Arranges
ideas
illogically;
ideas
frequently
fail to make
sense
together;
reader
cannot
identify a
line of
reasoning
and becomes
frustrated or
loses
interest.
( D to D- )
Work did not
meet
assignment
requirements
or was not
submitted.
( F to 0 )
Documenta
tion and
Support
Exemplary 15 points
Competent 12.75 points
Meets Minimum Requirements 11.25 points
Needs Improvement 9.75 points
Does Not Meet Requirements 0 points
Criterion Score
11/26/24, 9:52 PM Submit: Assignment 7, Media Ownership Influences ~ due Tuesday, Week 7 (12/3) – COMM 202 7382 Media and Society (2248) – …
https://learn.umgc.edu/d2l/lms/dropbox/user/folder_submit_files.d2l?db=1688704&grpid=0&isprv=False&bp=0&ou=1277636 4/7
Documenta
tion and
Support
Exemplary 15 points
Competent 12.75 points
Meets Minimum Requirements 11.25 points
Needs Improvement 9.75 points
Does Not Meet Requirements 0 points
Criterion Score
Reference
s (15
points)
/ 15Ideas are
supported
effectively
with
information
from the
learning
resources
and/or
appropriate
outside
resources
that are
clearly and
consistently
attributed
throughout
paper; uses
APA format
accurately
and
consistently
( A+ )
Answers are
supported
effectively
with
information
sources from
the learning
resources
and/or
outside
resources
that are
clearly but
not
consistently
attributed,
yet
"generally"
supported;
uses proper
formatting
with minor
violations.
( A to B- )
Although
attribution is
present and
many
sources
seem to be
appropriate,
some
statements
are not
attributed or
not
substantiate
d or the
source of
some ideas
is unclear or
some claims
are made
without
support from
the learning
resources
and/or
outside
resources.
( C+ to C- )
Attribution is
missing, or
sources
given are
poorly
chosen;
claims are
consistently
made
without
support from
the learning
resources
and/or
outside
resources;
reflect
incomplete
knowledge
of
formatting.
( D to D- )
Work did not
meet
assignment
requirements
or was not
submitted.
( F to 0 )
Writing
Mechanics
(15 points)
Exemplary 15 points
Competent 12.75 points
Meets Minimum Requirements 11.25 points
Needs Improvement 9.75 points
Does Not Meet Requirements 0 points
Criterion Score
11/26/24, 9:52 PM Submit: Assignment 7, Media Ownership Influences ~ due Tuesday, Week 7 (12/3) – COMM 202 7382 Media and Society (2248) – …
https://learn.umgc.edu/d2l/lms/dropbox/user/folder_submit_files.d2l?db=1688704&grpid=0&isprv=False&bp=0&ou=1277636 5/7
Total / 100
Overall Score
Writing
Mechanics
(15 points)
Exemplary 15 points
Competent 12.75 points
Meets Minimum Requirements 11.25 points
Needs Improvement 9.75 points
Does Not Meet Requirements 0 points
Criterion Score
Writing
Mechanics
(15 points)
/ 15Grammar,
vocabulary,
and
mechanics
exceed the
level of
writing
generally
expected of
a college
student.
( A+ )
Grammar,
vocabulary,
and
mechanics
reflect the
level of
writing
generally
expected of
a college
student.
( A to B- )
Grammar,
vocabulary,
and
mechanics
reflect at
least the
minimum
level of
writing
generally
expected of
a college
student.
( C+ to C- )
Grammar,
vocabulary,
or mechanics
reflect errors
that
significantly
interfere
with reader
comprehensi
on.
( D to D- )
Work did not
meet
assignment
requirements
or was not
submitted.
( F to 0 )
Exemplary 41.25 points
minimum
Default: 100
points
Range: 100 –
95 points
A+
Competent 33.75 points
minimum
Default: 85
points
Range: 94.5 – 80
points =
94.5 – 80 =
( A to B- )
Meets Minimum
Requirements 26.25 points minimum
Default: 75 points
Range: 79.5 – 70 points
(C+ to C-)
Needs
Improvement 22.5 points
minimum
Default: 65
points
Range: 69.5 – 60
points =
D+ to D-
Does Not Meet
Requirements 0 points minimum
Default: 0 points
59.75 – 0 points =
F to 0
11/26/24, 9:52 PM Submit: Assignment 7, Media Ownership Influences ~ due Tuesday, Week 7 (12/3) – COMM 202 7382 Media and Society (2248) – …
https://learn.umgc.edu/d2l/lms/dropbox/user/folder_submit_files.d2l?db=1688704&grpid=0&isprv=False&bp=0&ou=1277636 6/7
11/26/24, 9:52 PM Submit: Assignment 7, Media Ownership Influences ~ due Tuesday, Week 7 (12/3) – COMM 202 7382 Media and Society (2248) – …
https://learn.umgc.edu/d2l/lms/dropbox/user/folder_submit_files.d2l?db=1688704&grpid=0&isprv=False&bp=0&ou=1277636 7/7
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12.1 Advertising
Learning Objectives
1. Describe important eras in the history of American advertising.
2. Analyze the overall effects of government regulation on advertising.
3. Identify the types of advertising used today.
4. Describe the impact of advertising on American consumerism and cultural values.
Advertising is defined as promoting a product or service through the use of paid announcements. Dictionary.com, s.v. “Advertising,” http://dictionary.reference.com/browse/advertising . These announcements have had an enormous effect on modern culture, and thus deserve a great deal of attention in any treatment of the media’s influence on culture.
History of Advertising
Figure 12.1
History of Advertising
Advertising dates back to ancient Rome’s public markets and forums and continues into the modern era in most homes around the world. Contemporary consumers relate to and identify with brands and products. Advertising has inspired an independent press and conspired to encourage carcinogenic addictions. An exceedingly human invention, advertising is an unavoidable aspect of the shared modern experience.
Ancient and Medieval Advertising
In 79 CE, the eruption of Italy’s Mount Vesuvius destroyed and, ultimately, preserved the ancient city of Pompeii. Historians have used the city’s archaeological evidence to piece together many aspects of ancient life. Pompeii’s ruins reveal a world in which the fundamental tenets of commerce and advertising were already in place. Merchants offered different brands of fish sauces identified by various names such as “Scaurus’ tunny jelly.” Wines were branded as well, and their manufacturers sought to position them by making claims about their prestige and quality. Toys and other merchandise found in the city bear the names of famous athletes, providing, perhaps, the first example of endorsement techniques.John Hood, Selling the Dream: Why Advertising Is Good Business (Westport, CT: Praeger, 2005), 12–13.
The invention of the printing press in 1440 made it possible to print advertisements that could be put up on walls and handed out to individuals. By the 1600s, newspapers had begun to include advertisements on their pages. Advertising revenue allowed newspapers to print independently of secular or clerical authority, eventually achieving daily circulation. By the end of the 16th century, most newspapers contained at least some advertisements.William M. O’Barr, “A Brief History of Advertising in America,” Advertising & Society Review 6, no. 3 (2005), http://muse.jhu.edu/journals/asr/v006/6.3unit02.html .
Selling the New World
European colonization of the Americas during the 1600s brought about one of the first large-scale advertising campaigns. When European trading companies realized that the Americas held economic potential as a source of natural resources such as timber, fur, and tobacco, they attempted to convince others to cross the Atlantic Ocean and work to harvest this bounty. The advertisements for this venture described a paradise without beggars and with plenty of land for those who made the trip. The advertisements convinced many poor Europeans to become indentured servants to pay for the voyage.Christina B. Mierau, Accept No Substitutes: The History of American Advertising (Minneapolis, MN: Lerner, 2000), 7–8.
Nineteenth-Century Roots of Modern Advertising
Figure 12.2
Early penny press papers such as the New York Sun took advantage of advertisements, which allowed them to sell their issues for a penny or two.
The rise of the penny press during the 1800s had a profound effect on advertising. The New York Sun embraced a novel advertising model in 1833 that allowed it to sell issues of the paper for a trifling amount of money, ensuring a higher circulation and a wider audience. This larger audience in turn justified greater prices for advertisements, allowing the paper to make a profit from its ads rather than from direct sales.Jennifer Vance, “Extra, Extra, Read All About It!” Penny Press, http://iml.jou.efl.edu/projects/Spring04/vance/pennypress.html.
P. T. Barnum and Advertising
The career of P. T. Barnum, cofounder of the famed Barnum & Bailey circus, gives a sense of the uncontrolled nature of advertising during the 1800s. He began his career in the 1840s writing ads for a theater, and soon after, he began promoting his own shows. He advertised these shows any way he could, using not only interesting newspaper ads but also bands of musicians, paintings on the outside of his buildings, and street-spanning banners.
Barnum also learned the effectiveness of using the media to gain attention. In an early publicity stunt, Barnum hired a man to wordlessly stack bricks at various corners near his museum during the hours preceding a show. When this activity drew a crowd, the man went to the museum and bought a ticket for the show. This stunt drew such large crowds over the next two days, that the police made Ba
