When: Week 6
What: Lecture 6
Who: Dr. Bruce Redman
In week 6, Dr. Bruce Redman's lecture was about commercial media. So far this semester, the commercial media lecture was the hardest lecture I've attended. Overall, I enjoyed the lecture, and I found that it was very interesting. At first, I had trouble grasping the concept of the form and function of commercial media, but after listening to the recording of the lecture, I have a better understanding of it.
Commercial Media in Australia
I consume a large amount of commercial media on a daily basis.
Commercial media is everywhere!
If you have consumed free-to-air television today, listened to the radio, viewed a program on pay-tv and even flipped through a magazine, there is a big fat chance that you've consumed commercial media.
During the lecture, Dr. Bruce Redman, described the different types of commercial media in Australia. When consuming free-to-air television, there are three major channels that are very commercial, these are channels "Seven", "Nine" and "Ten". The three major channels own a variety of new digital channels.
Another form of commercial media that I use daily is "Foxtel". When I first purchased "Foxtel", I was told that it was 'commercial free'. Through experience, I honestly believe that there are more commercials on "Foxtel", than there are on free-to-air television. If I have to sit through one more life insurance, funeral cover and "Ahh Bra" commercial on "Foxtel", I might just scream.
Why does Commercial Media exist?
Commercial media was solely created so that advertisers could get their products, out to the public. Dr. Bruce Redman stated that it's all about "selling eyeballs and ears to advertisers".
What is Commercial Media?
During the lecture, Dr. Bruce Redman described what Commercial Media is by stating five key points. This is what they are:
- Profit-driven media production
- Commercial Media isn't Government funded or licensed funded
- Commercial Media survives or fails on business success
- The business of commercial media is generating audiences
- Commercial media generates profit by selling advertising to the public.
What do the Major Players in Australian Commercial Media Produce?
During the lecture, eight major players in Australian commercial media, were discussed. This is what they are:
News Limited and News Corporation
The chairman and owner of "News Limited" and "News Corporation" is Rupert Murdoch. Together, these corporations produce films, newspapers, magazines, books, Pay TV and sports. They also produce two of my favourite television programs, "Glee" and "House".
Fairfax Media
"Fairfax Media" produces newspapers, websites and other forms of digital media.
APN - News & Media
"APN - News & Media" produces regional newspapers, radio stations, outdoor advertising (billboards, posters, buses, etc.) websites and digital media.
Nine Entertainment Co.
"Nine Entertainment Co." produces free-to-air and digital television, main events, magazines and digital media. "Nine Entertainment Co." produces a large majority of the magazines that I consume, such as "Grazia" and "Cosmopolitan".
WIN Corporation
"WIN Corporation" produces free-to-air television, radio stations, sporting teams and telecommunications.
Southern Cross Broadcasting
"Southern Cross Broadcasting" produces free-to-air television and radio stations. Every day I listen to the radio and the station that I consume the most is "B105".
Seven West Media
"Seven West Media" produces free-to-air and digital television, newspapers, magazines, websites and digital media.
Network Ten
"Network Ten" produces free-to-air and digital television.
The Form and Function of Commercial Media
Form
During the lecture, Dr. Bruce Redman stated that the form of commercial media is commercial. Commercial media is divided into three sectors; these are subscription, sponsored and subsidised.
Subscription commercial media, includes platforms like Pay-TV, cable and satellite television, which are "Foxtel" and "Austar". Sponsored commercial media, includes free-to-air television and the channels "Seven", "Nine" and "Ten". Subsidised commercial media, is media that is government funded. Dr. Bruce Redman used his experience in the journalism industry to explain subsidised commercial media to my peers and I. I found it interesting when Dr. Bruce Redman stated that the government gave commercial media stations funds, so that they could expand into digital television.
Function
Dr. Bruce Redman stated that there are three functions of commercial media; these are commercial, propaganda and social.
Propaganda in commercial media, is when a newspaper, magazine, television or radio station, is biased. A free-to-air television program that I believe is biased is, "The Project", on channel "Ten". The comedians and journalists on "The Project" voice their opinions on a story, frequently.
During the lecture, Dr. Bruce Redman stated that the social function of commercial media, is "good for the community", this is because the news stories that the public consumes, are solely about their local area, making it very hyperlocal.
What is Commercial Media's role in a Democratic Society?
Can commercial media deliver on both commercial (profit) and social ('public trust') functions?
Dr. Bruce Redman answered this question during the lecture. If the commercial media includes the social function, the public will trust the advertiser and their product, which in turn, will generate a larger audience and profit.
Social Responsibility of the Media in a Democracy
In 1947, the "Hutchins Commission" imposed a list of obligations and responsibilities, that the media had to consider when writing and publishing a news story. Some of these morel obligations and responsibilities are still being considered today.
1. A truthful, comprehensive, and intelligent account of the day's event in a context which gives them meaning;
2. A forum for the exchange of comment and criticism;
3. The projection of a representative picture of the constituent groups in the society;
4. The presentation and clarification of the goals and values of the society;
5. Full access to the day's intelligence
To keep these obligations and responsibilities under control, there are formal state requirements, a legal prescription and a state oversight. There is also the "Australian Communications and Media Authority" (ACMA), who is a statutory body, and there is the "Australian Press Council" (APC).
Dr. Bruce Redman stated that to guarantee the success of the commercial and social functions of the commercial media, the two functions have to remain separated by an ethical wall.
C.P Scott, the editor and owner of "The Guardian" stated this:
"The 'first duty [of the media] is to shun the temptations of monopoly. Its primary office is the gathering of news. At the peril of its soul it must see that the supply is not tainted. Neither in what it gives, nor in what it does not give, nor in the mode of presentation much the unclouded face of truth suffer wrong. Comment is free, but facts are sacred."
Which, in other words, means that it's the Media's responsibility to keep the news honest. They shouldn't lie or be biased, but instead state only facts.
New (social?) Controls on Commercial Media
Government Agency - Regulating Content
Australia the government controls what the public can view on the internet and they do this with a censorship. Dr. Bruce Redman stated that this is a "big problem" because the Government decides what content is questionable and what isn't, based on someones personal opinion.
State Press Subsidies
During the lecture, Dr. Bruce Redman described state press subsidies, as media platforms that are funded or owned by the Government. In turn, this means that the Government can control what news and information is available through the media platform that they fund or own.
Licensed Journalism
In Australia, we are able to practice journalism freely. In contrast, international countries like Indonesia don't have this freedom. In East Timor, Indonesia, journalists have to own a licence to practice journalism.
Style of Commercial Media
The powerpoint that was displayed during the lecture featured two different quotes about the style of commercial media. One quote was from John McManus (Market Driven Journalism), and the other was from Prof. Michael Bromley (SJC 2009). What I took from both quotes is that, Commercial Media can be corrupt, it is low quality journalism and is driven by profits.
Low quality journalism is evident in commercial television programs like "A Current Affair" and "Today Tonight", where the content and journalism has been, what Dr. Bruce Redman describes as "dumbed down". The style of Commercial Media has also resulted in tabloidisation. Tabloidisation is when commercial media programs like, "A Current Affair" and "Today Tonight" display stories about bad parenting, speeding cameras and weight loss, just to name a few. Tabloidisation, to some audiences, can be deemed as silly and ridiculous. In my opinion, tabloidisation is quite pathetic, as it's only aim is to entertain not educate.
A news program that I believe is somewhat worse than "A Current Affair" and "Today Tonight" is "Naked News" on Pay TV. Why does a person need to take off their clothes, to read today's news stories? Commercial Media has reached a new low.
The desire to please audiences has also derived from the style of Commercial Media. To please audiences, the Hutchins Commission formed the term "Mickey Mouse" news.
What are the Challenges for Commercial Media?
One of the many challenges for Commercial Media is that advertising revenues on the television and radio are decreasing. Dr. Bruce Redman stated that the low advertising revenues are caused by the audience being "fragmented" or split over multiple channels and programs. As a result, there are fewer investments and, in turn, the quality of television and radio production has decreased because of low funds.
A large majority of the television programs that we view, on Australian television, have been brought-in from overseas. Programs like "Two and a Half Men" and "The Big Bang Theory" have been brought-in from America, this is because it's cheaper to bring-in content from overseas, than it is to produce content in Australia. American television programs like "The Simpsons" and "Friends" are repeated on Australian television often. This is because it's cheaper to repeat old episodes than it is to produce or bring-in new episodes from overseas.
A large majority of the television programs that we view, on Australian television, have been brought-in from overseas. Programs like "Two and a Half Men" and "The Big Bang Theory" have been brought-in from America, this is because it's cheaper to bring-in content from overseas, than it is to produce content in Australia. American television programs like "The Simpsons" and "Friends" are repeated on Australian television often. This is because it's cheaper to repeat old episodes than it is to produce or bring-in new episodes from overseas.
The Future of Commercial Media
The future of Commercial Media, will hopefully include high quality journalism and content that is original, entertaining and most of all, intelligent. The audience will pay for journalism and content that is of high quality, it's what they want and need.
To maintain and increase the audience of Commercial Media, television and radio stations will have to present content that is riveting and original. As a result of this, the competition of television and radio stations will be greater, forcing the stations to work harder to display the content that the audience wants.
The internet is becoming an increasingly popular way to view Commercial Media in contemporary times. It provides the public with a cheap and accessible way to view and consume the news, whether it's on a website, blog, or a digital newspaper and magazine.
In the future, Commercial Media companies will have to expand their newspapers and magazines, in to digital formats. In order to view the content that is available on these digital formats and websites, consumers will have to pay and subscribe.
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