Communication
130
Professor
Joseph Turow
No
class next Tuesday
–
September 30 – No class, but read material and study
PowerPoint.
Aim of the class
Fair
Use
Media
Industry Trends
Copyright
in 21st century
“Fair
Use”
Amount
used
Purpose
– commercial or non-commercial
Does
it make the original less valuable?
Transformational
use
Video
Best Practices
-Commenting
on or critiquing of copyrighted material
Using
copyrighted material for illustration or example
Capturing
copyrighted material incidentally or accidentally
-Reproducing,
reposting, or quoting in order to memorialize, preserve, or rescue an
experience, an event, or a cultural phenomenon
-Quoting
in order to recombine elements to make a new work that depends for its meaning
on (often unlikely) relationships between the elements.
Importance
of proportionality
The Media Environment
Increasing--
Conglomeration
Globalization
Fractionalization
Instead of just vertical integration, firms
are trying to benefit from
horizontal integration.
Firms
are trying to find profit in linking different media at the production,
distribution and distribution levels.
Increasingly,
media executives are defining market power in the following way:
The ability to channel a property into a variety of media on a global scale,
while exerting control over production, distribution and exhibition in as many
of those media as possible.
Properties
are seen as
A variety of genres that cross borders and reach
attractive audiences
some news
children’s programs
game shows
some music
direct marketing
some dramatic and comedic fiction
Media
are seen primarily in terms of --
broadcast TV
cable
satellite channels
movies
books
online
toys, clothes, other
Fewer
than 20 companies have this sort of power.
It means that the exert great influence over the main
streams of communication to many many audiences
around the world.
DISNEY
CASE: