UK British Mass Media培训教程文件.pptVIP

* Ownership -- From Press Barons (报业巨头) to Media Moguls (传媒大鳄) The press in Britain, unlike broadcasting, has always been wholly privately owned thus is a commercial enterprise rather than a public service. At the beginning of the 20th century newspaper ownership was in the hands of powerful men, such as Lord Northcliffe (北岩勋爵), who were known as Press Barons. They were in the newspaper business both to make money and, to be influential. * Commercial media ownership has increasingly tended towards concentration conglomeration (聚结). News International (国际新闻公司) is one example of a global multi-media conglomerate (大型联合集团). Its owner, Rupert Murdoch (鲁伯特 · 默多克), also has interests in computer software, energy transport, as well as book publishing. * How is the Press Funded The two main sources of revenue are: Cover price: The tabloids are cheaper but, because of their wider circulation, a larger percentage of their revenue comes from this source. Advertising: This is the main source of revenue for most publications. * Media Social Class “Class is to the UK, what race is to the US.” Media choices can tell a story.  * Who Reads What? Tabloid readers are usually from the middle or lower class, only slightly more male readers than female, clerical, skilled or unskilled workers, unemployed, old people pensioners. Quality paper readers are usually from the middle-class, professional managerial jobs, more male readers than female, more live in the South of England. * Newspaper Journalists 报纸记者 Need to fill copy 需要填满版面 Need to help sell newspapers Need interesting stories Need to interview people Need to take pictures Seek sensationalism 寻求轰动效应 * The Press, Politics Bias The majority of the press in Britain shows a bias towards (偏爱) conservative values in general. Because the press doesn’t have to remain neutral on political issues, it’s easier to find evidence of political bias in newspapers than in broadcasting. The national newspapers are biased