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Communication Technology and New Media Commons™
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Full-Text Articles in Communication Technology and New Media
Crossing Offline And Online Media: A Comparison Of Online Advertising On Tv Web Sites And Online Portals, Louisa Ha
School of Media and Communication Faculty Publications
This paper presents findings of a study comparing the advertising on the web sites supported by offline media and on the dot.com media that only have online presence. The study analyzes the advertising strategies of leading U.S. TV networks' web sites and online portals, which respectively represent web sites with strong offline media support and web sites with no offline media counterparts respectively. TV networks' advertising strategies were identified based on a spectrum of brand extension and brand integration strategies. The results show that even with the strong offline support of the TV networks, TV web sites are much more …
An Assessment Of The Fundamental Differences Between Mainstream And Independent Media : A Content Analysis Of The Print Media, Chadford D. Roush
An Assessment Of The Fundamental Differences Between Mainstream And Independent Media : A Content Analysis Of The Print Media, Chadford D. Roush
Theses, Dissertations and Capstones
The mainstream media in the United States is an institutional arrangement of structural power within the political economy of capitalist society. The concentration and centralization of the media corporations creates the structural constraint for ideological social control. A few multinational corporations control a vast amount of media access that creates a filtering process for information. The mainstream media is extremely powerful in American society. The media helps to mold opinions on an array of news topics. Major media sources in the US are conforming their news coverage to be “industry friendly”. In simply terms the American people are only getting …