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1.0 Difference Between Mass Media and Present Media

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1.0 Difference Between Mass Media and Present Media

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Mass Media:
Spread messages to larger audience.
Eg: TV, Radio, Newspaper, Magazine

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1. Role of User
- Customization
- Users have the power to decide what to watch and listen to.
- Can customize users' requests and preferences.

2. User- Generated Content
- Can create account
- Can develop content for people to know more about the user

Eg: Social Media

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1) Media Content in 1s and 0s 💻
- All media content are in digital form now. Previously are MP3, CD, Casset.

2) Changes Media Production 🎬
- Nowadays, we can use phone as our tool for media production.

3) Global Content 📢
- Easier for users to get, share and distribute content.
- More freedom.

4) Better Interactivity 👨‍👨‍👧‍👧
- 2 way communication allows users to discuss and provide feedback with each other.

5) More Mobile 📳
Eg: Users can now pay using E-wallet without bringing cash.

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1) Active 😆
Digest, consider and give feedback of the content received.

2) Passive 😐
Mentally accepting the content received.

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1) Structure
- It is fixed and cannot be change.
Eg: Educational system

2) Agency
- It is flexible and can be change.
Eg: Students in an educational system

Both structure and agency apply in:
- Political
- Economic
- Social

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"Social Media Is About Sociology and Psychology More Than Technology."

Meaning: The changes of media is not because of how develop of technology enhanced in the tool, it is because of the society, the demands and requests of the society that generate the technology.

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To earn money 🧲

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6 Largest Media Company in the World:
1. Disney
2. Time Warner
3. CBS
4. GE
5. News Corp
6. Viacom

3 Largest Media Company in Malaysia:
1. Astro
2. Media Prima
3. RTM

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Conglomeration
- Media companies become larger corporations by owning a collection of other companies. It could be take overs, mergers or purchase.
- The more the company are taking over, the better control they have in more areas.

Eg: Google owns YouTube, Facebook and Instagram.

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1) Vertical Integration
- The process by which one owner acquires all aspects of production and distribution of a single type of media product.
Eg: I have a movie. I need:
- A movie production house to            create films.
- A talent agencies to get actors.
- A cinema to market the movie.
- The company have a better control of the entire process of creating, producing, marketing and distributing movies.

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2) Horizontal Integration
The process by which one company buy different kinds of media, concentrating ownership across differing of media rather than up and down through one industry.
Eg: I use Facebook, YouTube and Instagram to promote Spotify.

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1) The Power of Cross- Media Strategy
- Cross media campaigns resulted in higher attention from audiences
- Improved memory
- Greater perceived message credibility
- Higher viewing intent

2) Attention Economy
- Corporations garner profits through generating the notion of "attention".
- More views, more money.
Eg: Kiki Challenge

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3.0 Consequences of Conglomeration and Integration

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3.0 Consequences of Conglomeration and Integration

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1. Self - Promotion
Cost minimization and profit maximization as the companies work together to produce benefits

2. Undermined Quality Content
Conglomeration and integration undermined the quality of the content because there are a lot of  sensationalized news, less fact and homogenized content.

3. Media Control by Political Power
- Media owners influences on media contents and concentrated media ownership often leads to political power.
- Media outlets may promote political agenda of the owner.
Eg: Trump

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Media professionals make their own products, but they do not make them just as they please; they do not make them under circumstances chosen by themselves but under circumstances directly found, given, and transmitted from the past. – Karl Marx

Referring to the above quote, the media professionals create own contents base on a specific method that is from the past and continue it to the audience. They do not just create contents on what they like or things that they feel is suitable to execute it.

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1.0 Two Constraints in Creating Media Content:

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1.0 Two Constraints in Creating Media Content:

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1) Economic Constraints
Economic forces identify the goals and shape the terrain of decision making process but because audience tastes are both dynamic and unpredictable, we could not determine which programs will be profitable and which will not.

2) Political Constraints
Political forces have certain regulations on media industries but sometimes the media tends to ignore and challenge the regulations.

Eg: Many media are controlled by large for-profit corporations that reap revenue from advertising, subscriptions and sale of copyrighted material.

How do media get profits?
- Sponsorship
- Views, Subscribers
- Advertising
- Live Streaming

Check out the link below to find out more!

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1. Run ads during your live stream

Yes, those good old pre-roll and mid-roll ads found their way into live video as well. The revenue is calculated based on the total number of people who see the ad.

At the end of last year Facebook added the ad capability to their live videos. During a live broadcast, certain streamers will see the option to take a short break and have an ad play during that time. Users will be shown a brief Facebook video ad, and then the live broadcast would resume. Unfortunately, not every content creator will qualify: you need to have more than 50,000 followers, need to have reached 300 or more concurrent viewers in a recent live video, you must be a Facebook Page, and finally your current live video must first reach at least 300 concurrent viewers. If all of these criteria are met, only after at least 4 minutes will you be able to take an ad break.

YouTube allows desktop streamers to insert mid-roll ads into their live stream. The creator can click "Play Ad" at any point during the live event. This could also be a great opportunity for the creator to take a breather. However, remember to warn your viewers ahead of time before cutting to a commercial break so they know what's going on.

Calculating the revenue from mid-roll ads can be tricky. Typically, ad monetization is discussed in terms of CPM (stands for Cost Per Mille, a.k.a. cost per one thousand views), which is a metric of how much it will cost for the advertiser to show their ad to 1,000 people (this number is different for each topic pool). The reason creator RPMs (Revenue Per Mille) are almost never mentioned is because they are often hard to predict: they can vary greatly depending on your audience size and CPM for that particular ad.

In addition, many creators point out that live ads are not really a significant source of income. Since revenue is derived from total number of clicks or views, the payout depends a lot on how many people see the video. And while VOD content is capable of accumulating those numbers over time, live videos that run ads must rack up an unbelievable amount of live viewers in order to profit significantly. As a study by Digiday.com suggests, running ad breaks during live streams may not really be worth it.

2. Fan donations

In their recent market study, Deloitte predicts that live streaming revenue should reach $7.4 billion in 2018, a 47% increase over the previous year. The study also points out that "the primary revenue model for this market is likely to be tipping, whereby viewers donate money to performers". The ease with which fans today are able to support their favorite creators with donations is indeed game changing. This new revenue model can allow those who love creating videos, art, music, and other types of content to learn how to make money streaming, get rewarded for their work, and actually turn their passion into a profession.

Perhaps when you hear "online donations", the thing you think of are those PayPal "donate" buttons on websites and YouTube pages. Live streaming platforms have actually moved way past that, integrating fan donation systems right into their interface and gamifying the process.

Take LiveU for example, a mobile app that lets you livestream your daily activities (or whatever creative activities you can come up with). It has an elaborate system of gifts that can be bought for coins, which in turn must be purchased with real money. There is also a gifting hierarchy system, rewarding those, who give the most expensive gifts. This gamification process makes it fun and almost tempting to donate. Creators can then exchange these gifts back into real currencies.

YouTube Live came up with something called Superchat to reward their creators. A live video creator can enable donations during their live stream and viewers will have the ability to send donations in real time. All donations will appear in the Live Chat window on the right. The more a user donated, the longer their message remains pinned. The color of the message background is also determined by the amount paid. The creator gets the money while the patron gets the gratification of a personal shout out.

YouTube keeps 30% of all Superchat donations. If you are interested in keeping more of your donations for yourself, consider using a Streamlabs widget. Among other things, Streamlabs allows you go set up a direct donation link or button on Twitch, YouTube, Mixer and Facebook Live. Collect tips from your fans to your PayPal, credit card, Skrill and a few other wallets with no fee.

3. Pay per view/subscriptions

The pay per view model asks fans to pay a certain amount to unlock access to an item creator's "hidden" live content. This content is usually more special and unique than the open content (it has to be worth paying for). Similarly, a subscription gives access to all creator's exclusive content for a period of time (think Netflix). Subscriptions are essentially scheduled monthly donations.

Some streamers take advantage of the built-in subscription features that numerous live streaming platforms offer ( Vimeo Live, IBM Cloud Video, etc). A monthly subscription includes perks for viewers such as special badges, the ability to chat during subscriber-only mode, and ad-free live streams.

Others rely on a facilitating service, such as Patreon. Patreon is currently one of the most influential donation platforms, shaping the financial future and freedom of many creators. Patreon makes membership businesses for creators possible. Just over the past year, Patreon made it possible for their video creators to receive more than $3.5 million! And while Patreon is not a live streaming platform itself, integration with Youtube, Twitch and Facebook Live is easy.

Sounds like a sweet deal for the creator. However, the creator now also has to work extra hard to keep their audience interested and to not break that trust. Streamers are encouraged to make teasers and give previews of what's behind the curtain. Also be sure to thank your supporters, both over your live stream as well as with cool perks.

4. Affiliate programs

Affiliate programs are an excellent option to consider if you're exploring how to make money streaming. Here is how affiliate programs work: you get a special product link (or promo code) from a sponsor, and then every time someone visits the link and buys the product - you get a percentage of the sale. Basically, it's like working on commission.

This can be a great profit tool for live content creators. Let's say a beauty blogger is demoing a curling iron over a live stream. Her viewers get to see exactly how the product works in real time, hence gaining more trust in the product. The affiliate program continues to work even after the stream becomes VOD content. And who knows, maybe the beauty blogger even got her curling iron for free from the sponsor as an added bonus. This beauty blogger is this video tells all about how she was able to make $1000 on a single product:

As the video above mentions, Amazon is a great place to start if you want learn how to make money streaming via affiliate programs. You can actually get bonuses if the viewer who clicked on your link made other (than your product) purchases during their session!

How to make money streaming - the final word

It is truly an amazing time for creators of all kinds because of how easy it is to reward them for their work. By using live streaming to connect with many viewers all over the world, creators are now able to directly make money live streaming through fan donations, affiliate programs, running ads and much more. Have you learned how to make money streaming? Feel free to share your experience with live stream monetization in the comments below! Happy streaming!

Author: Marta Chernova

With over 10 years of experience in content creation, Marta has extensive expertise in a wide range of topics, including everything from live streaming basics and hardware encoding to remote video production and AV over IP. She's been a part of numerous live event production teams, including those of the 2018 Mangosteen Fashion Show in San Francisco and the 2019 SVOD conference in Mountain View, CA.

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How to make money streaming: 6 ways to go live and get paid

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1. Run ads during your live stream Yes, those good old pre-roll and mid-roll ads found their way into live video as well. The revenue is calculated based on the total number of people who see the ad. At the end of last year Facebook added the ad capability to their live videos.

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2.0 Media people almost have to contend with two basic problems: 

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2.0 Media people almost have to contend with two basic problems: 

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1) High cost of producing media
It takes millions of dollars to produce a media.

Eg: A Youtuber has to make effort and money in creating content ideas, shooting, searching for actors, preparing props and editing for a media content. However, there is no guarantee that this investment will be recouped.

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2) Unpredictability of audience tastes
Media people invest money and make quality shots but they are not sure whether their audience will like it or not because they cannot predict the taste of audience. Each person has it owns favorite content and we can't really assume what people likes. It is as simple as when I am buying an apple for my sister but there is a chance that she likes orange instead of apple.

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3.0 Three elements use in media industry to minimize the risk of throwing up content that people don’t like:

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3.0 Three elements use in media industry to minimize the risk of throwing up content that people don’t like:

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1) Imitation
Imitation is something produced as a copy. We can see the social media that we are using today are all similar in one way or the other. There are features that are copied and then incorporated into the other social media.

Eg: Creating the similar boy band such as Big Bang, BTS or EXO as people tends to favor in people singing and dancing.

Another example like social media: Snapchat was the first created the function of uploading a photo online and it will only stay for 24 hours. Then, Instagram did it in 2016 and soon Facebook allowed the same function in 2017. In a way, it is  like an innovation that always followed by imitation.

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2) Stars and the "Hit System"
Today, we can see popular and well-liked stars almost everywhere. Either it is on TV talk shows advertising their projects, sharing their personal lives in YouTube and Instagram and doing live streaming to promote certain products.

Eg: An influencer name Phei Yong did an interview with The Rock in Mexico to talk about the movie "Jumanji".

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3) Creating Hits and Producing Stars
There are more platforms for users to create content today. This allows the creator to get profits at the same time to reach a larger group of audience.

Eg: TikTok allows users to create short video clips set to music and If you have a viral TikTok song, you can get a multi-million dollar deal.

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News is the recent information of events that beyond our direct experience and we always rely on journalists to provide us with factual accounts about these events.

The creation of news sites is increasing in today’s world with the use of internet.  Those creators are amateur producers and use-generated content rather than professional journalists.

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There are four different types of user-generated media groups: 

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There are four different types of user-generated media groups: 

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1) Users and Mainstream Media
Mainstream media refer to collectively of various large mass news media that influence many people and both reflect and shape prevailing currents of thought.

Users take part by producing and uploading their stories. It gives the news owner to edit and use the work in any way without payment.

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2) Pro-Am Efforts
By “pro-am” it means the professional journalists and their users work together in the production of high quality editorial goods.

Eg: I got an event reporting requested by someone. I analyze the report and then curator approves and reject and asks for new content. Last, I create the article using all the content from the curator.

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3) Citizen Journalists
Citizen journalists are the public citizens that plays an active role in the process of collecting, reporting and disseminating news and information.

In this case, anyone can be the journalist as long as you created  news content.

However, there are audience worry about the fact and quality of the news information because citizen journalist publish news base on their own observations and opinions without investigating it by professional journalists.

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- Is the study of signs and signs systems.
- A sign can substitute for something else (to indicate something).

Example of sign:
No entry sign ⛔
Toilet sign 🚻
Stop sign 🛑

We can create the flow and change the system of a sign because a sign can be evolved depends on time and it can be something everyone agree to it.

Example: Number 1 can be mean by Number 3 if everyone are seeing it as Number 3 in their mind and trying to influence others.

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Signifier + Signified = Sign

Signifier : The form that the sign takes  (Physical element, written word or verbal)

Signified : The concept represented (The mental concept or the idea of the sign)

Example:
Signifier - Tree
Signified - Green colour leaves

- Same signifier can stand for different signified depending on the context. (There are no right or wrong because the meaning can be different base on our cultural background but we must have a strong justification on why do we say so)
Example:
Signifier - Apple
Signified - Green apple, Red apple, iPhone

- Saussure's sign is very much focus on the linguistic sign (usually in words form)

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- Charles' sign is more on physical form of an object.
- There is an image of the sign.
- It is the interpretation towards our understanding on the object.

Representamen - The form which sign takes (represented)

Interpretant - The idea and thought (interpretation in mind)

Object - The referred sign (Real form)

Example: If I saw a picture of Angelina Jolie. I will interpret it as Maleficient, Brad Pitt or Strong women

3 Classes of Signs:
A) Iconic - The drawing of the sign is directly representing the real image. Example: Toilet sign. The sign with a male body indicate that it is the washroom for male only.
B) Indexical - The signifier is directly connected in some way whether in physically or causally. Example: An image of footprint shows that there was someone walk pass here previously.
C) Symbolic - The signifier does not resemble the signified. It is just a symbol to represent something that everyone agree.
Example: No entry sign. It is a red circle sign with a dash in the middle which does not show any meaning to no entry.

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1. Denotation - What you see is what it is. The meaning is according to dictionary.

2. Connotation - It is our own interpretation base on certain feelings, beliefs and ideas.
A) Individual Connotation (The meaning may vary base on own personal experience)
B) Cultural Connotation (The meanings are associated by people from the same cultural background)

Example: Watch
- Denotation : A small timepiece worn typically on a strap on one's wrist.
- Individual Connotation : Time
- Cultural Connotation : In my culture, a person with watch shows that he/she is a responsible person

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Most of the media text and images are intertextually constructed.

Intertextuality means borrowing or referring from other texts to convey certain meaning. It is the inside meaning of the text so that people can relate it better.

Example:
- Bruce Lee is good in fighting. So when someone is wearing yellow suit same as Bruce Lee, it means that the person is as strong as Bruce Lee.
- Joker face is scary. If media are putting Joker's face in different people's faces, it is to indicate scary or psychopath.

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Videos convey certain meaning through convention.

When we analyse a music video, we refer to signs represented through:
- Costume, Make Up
- Venue, Buildings, Environment
- Lightings, Camera angles, Edits
- Facial expressions, body gestures

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- Ideology is a sets of social values, beliefs, feelings and representations by which people collectively make sense and viewed in a worldly scale.

- Ideology is the ideas that everyone agreed to it and it is all around us.

- We are a slave to our own mind when somewhere and someone out there that made us to believe, think and behave in according on what they want us to do, but we perceive it as normal. (Somebody implanted in mind without you realizing it)

- Overall, it is a set of things that already in the world that we do unknowingly.

Eg: If I have a question, I will raise my hand and ask. I am conscious at the moment but I unconsciously raising my hand.

Understanding Ideology:
https://www.youtube.com/watch?v=E7yG-Onxqto

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2.0 Althusser's Unconscious Consciousness 

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2.0 Althusser's Unconscious Consciousness 

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- It is the beliefs and feelings relate to any ideology but somehow we do not consciously think out why we perform certain human actions.

- Many defines unconscious consciousness as a pattern of common sense that is natural and normal but in fact, it is constructed in various stages and levels.

- Simply means we are doing something unconsciously when we are conscious.

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A) Masking and Displacing
- By masking and displacing social issues and problems.

- Avoided invisible (Censorship)

- Censorship is the practice of limiting access to information, ideas or books in order to prevent knowledge or freedom of thought.

Eg: Films scenes to song lyrics that are indecent are banned by Malaysia's censorship board.

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B) Incorporating and Containing
- Incorporating and containing other ideological positions.

- Allow controversial notions but containing it within overall system.

- Usually people cannot notice it because it is hidden and media control the content by only allowing information that can be seen by the audiences.

Eg: Mulan movie is showing the power of a woman but in fact, the movie is still showing a huge amount of males.

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C) Pleasurable Text
- Giving audiences texts that are pleasurable.

- Media was made for entertainment and relaxation. No one will really cares about the ideology if they enjoy the program.

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Hegemony is leadership or dominance of one group over another.

Hegemony is the tool for socially powerful people use cultural influence to let less powerful class to adapt in a certain social structure and culture to achieve the powerful people's best interest.

Eg: The student government leadership in a school.

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Counter - hegemony is when people develop ideas and discourse to challenge dominant assumptions, beliefs and established patterns of behavior.

Eg: Bersih  seeks to reform the current electoral system in Malaysia to ensure free, clean and fair elections.

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Culture jamming is a form of subvertising. Many culture jams are intended to expose questionable political assumptions behind commercial culture.

Eg: Pepsi. Media people promote it as a a “healthier” type of soda, where there is no change in the “pepsi taste”.

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- Stereotypes have been strongly embedded into the media.

- Mass Media rely on symbols and stereotypes as shorthand ways of communicating with audience.

- For example, ethnicity, gender or social status have been affected by stereotypes.

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- Media portray stereotype in images to influence audience on how a particular group should be.

- This eventually reinforce these racist attitudes towards the stereotyped group.

For example:
- The White Americans:
Female are all in blonde hair and big blue eyes.

- The Asians
Asians are with small eyes and yellow colour skin.

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3.0 Depiction of Characters in Color (African America)

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3.0 Depiction of Characters in Color (African America)

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For years, the media have been criticized for their representations of African Americans on television or movie. Although the quantity of African American images on media has increased, the quality of these images has not.

Films often exaggerate traits among different ethnic/racial groups. This leads to an over-generalized and often insulting, perception of minority groups.

For example, the film Birth of a Nation, presented African-American men as uneducated, savage brutes who preyed on innocent white women. It framed African Americans in this critical way and this portrayal haunts the black community to this day. Also,
the first movie ever screened inside the White House featured multiple white actors in blackface.

The Ku Klux Klan  (KKK) is an American white supremacist hate group whose primary targets are African Americans. The group employed violence as a means of pushing back reconstruction and its enfranchisement of African Americans.

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4.0 Depiction of Characters in Color (Latino) 

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4.0 Depiction of Characters in Color (Latino) 

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When it comes to Latino representations in Hollywood, they’re often rooted in stereotypes. Most female characters are either cleaning ladies or spicy Latinas. The men are often drug-pushing cholos or dance-floor kings.

In the year 1910-1914, Latino stereotypes were projected as "greaser". It is the portrayal of  the impression of illegal immigrant. Then , the greaser role was shifted to take on a more mysterious and forbidden "Latin lovers" roles by Rudolph Valentino.

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5.0 Depiction of Characters in Color (Asian Chinese)

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5.0 Depiction of Characters in Color (Asian Chinese)

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Yellow Peril combines racist terror of alien cultures, sexual anxieties, and the belief that the West will be overpowered by the irresistible, dark, occult forces of the East.

Due to the "Yellow Peril", Hollywood has created numerous movies that portrayed Asian roles as villains, forbidden lovers or dragon ladies and most will usually lead to bad endings.

"Anti-miscegenation" laws that enforce racial segregation at the level of marriage. Films remove Asian roles opportunity to avoid promoting mixed-race romance ideas.

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Stereotype is an instant understanding that is often negative, that we believe is real over time when we keep on hearing it from the media or the people around.

For example, Hispanic stereotypes in movies basically went from hard-drinking,

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- A positive stereotype.

- Focus on positive elements of group traditionally represented as bad.

- Still an oversimplification and generalization of the enormous diversity featured within the group.

For example:
Stereotype - men are the heroes in action films.
Countertype: The opposite to a stereotype. Women are under-represented in the Avengers group as there are many male heroes and only one female.

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Sex refers to a set of biological attributes in humans. It is primarily associated with physical and physiological features including chromosomes, hormone levels and sexual anatomy. Sex is usually categorized as female or male.

Gender refers to the socially constructed roles, behaviors, personality traits and gender diverse people. It influences how people perceive themselves and each other, how they act and interact and the distribution of power and resources in society.
Example: Transfeminine, Transgender, Genderqueer

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2.0 Biological Essentialist vs Social Constructionist

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2.0 Biological Essentialist vs Social Constructionist

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Biological Essentialist:
Female hormone: Estrogen (Female naturally more nurturing and gentle as they are built to breed and care for children)
Male hormone: Testosterone (Male naturally more stronger and competitive)

Both hormones run in female and male but depending on the amount produced. Male will have more testosterone while female have more estrogen.

Social Constructionist:

Identity constructed base on social forces (family, media, education) that shape our expectations of how we should behave and that we might achieve. It is something we can do by choice.

Eg; Society defines female to wear lipstick, skirt, makeup.

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3.1 Feminity Portrayed in the Early Media 

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3.1 Feminity Portrayed in the Early Media 

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1. Femme Fatale
- A character of a mysterious, beautiful, and seductive woman whose charms ensnare her lovers, often leading them into compromising, deadly traps.

2. Trophy Wife/ Mum
- Dream role of female that is having a perfect life.

3. Sex Kitten
- A role that is just to give viewing  pleasure for male, not playing as an important role.

4. Gold Digger
- Young and innocent girl that wanted to be in wealthy man's life

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3.2 Feminity Portrayed in the Present Media 

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3.2 Feminity Portrayed in the Present Media 

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Objectification in woman are still there. It is still changing but some roles are still fixed in certain ways.

1. Changes and Objectification
the action of degrading someone to the status of a mere object.
Eg: Fifty shades of grey. The female character plays her role using sexy body.

2. Fame Seeker
It is s a person who likes having pictures taken of herself in interesting poses.

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4.1 Masculinity Portrayed in the Early Media 

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4.1 Masculinity Portrayed in the Early Media 

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Males are portrayed as handsome, powerful, rich and dominant.

Eg: Titanic movie. Fiancé, the main male character is playing a perfect man role. Every decision he made are right and he is flawless.

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4.2 Masculinity Portrayed in the Present Media

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4.2 Masculinity Portrayed in the Present Media

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Men regularly represented as active, goal oriented and competitive as occupying positions of power, authority and responsibility.

Eg: Fast and Furious.

Objectification of Masculinity
Men serves as an object to be gazed upon by society based on their success and achievements.

Masculinity today are seen to be facing a certain of crisis. The present masculinity is now seen as more fluid than ever before. there are more options available for men as to how o be masculine.

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"Role Reversal"

- More stronger role by female character.
- Less masculine heroes by male character

Example: Wonder Woman

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- America has more censorship.
- America has less restricted.
- America has more variety of media.
- America is democratic.
- Malaysia is semi democratic because we have the monarchy system.
- Malaysia's politic is similar with UK because Malaysia was colonized by British before.

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The first amendment in the U.S is the right to hold public meetings and form associations without interference by the government.

It is the rights to freedom of speech and of the press, to peaceably assemble and to petition the government for redress of grievances.

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3.0 Federal Communications Commission (FCC) 

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3.0 Federal Communications Commission (FCC) 

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- FCC is the independent government agency. They are not under government and has no relations with government.

- FCC will be controlled by the President.

- The FCC regulates interstate and international communications by radio, television, wire, satellite and cable in all 50 states, the District of Columbia and U.S. territories.

- They are like the 'police' to the media. They issue licenses, setting of charges and enforcement of communication rules.

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4.0 Malaysia's Media & Government Relationship 

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4.0 Malaysia's Media & Government Relationship 

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1. Malaysian Communications and Multimedia Commission Act 1998 (MCMC)
- An Act to provide for the establishment of the MCMC with powers to supervise and regulate the communications and multimedia activities in Malaysia and to enforce the communications and multimedia laws of Malaysia.

2. Communications and Multimedia Act 1998 (CMA)
- This Act provides a legal mandate to defend a free and open internet.

3. Anti- Fake News Bill 2018
The Act enables people affected by the publication of fake news to apply for a court order requiring the removal of the publication.

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According to the First Amendment mentioned, it has established freedom of speech. However, there are some kinds of speech that are not protected by the First Amendments:

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- Defamatory statements no matter its in written or slander is a false and unprivileged statement of fact that is harmful to someone's reputation.

- Everyone should be concerned about defamation even if we do not work for media organization especially when we are online. If you criticize on something, you might be the target of a libel suit.

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- Obscenity refers to material where the dominant theme taken as a whole appeals to prurient or sexually arousing, interest.

- This allows some communities to define books, magazines and videos as pornographic and restrict their sales to adult bookstores or require their covers to be concealed when on public display.

- The Internet poses unique challenges. The prohibitions cover commercial sites, targeting only content that is harmful to children and require age verification on adult sites.

Eg: Momo Challenges, Blue Whale Suicide Challenge

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- The clearest privacy protection is the privacy against government snooping. The contents of mail and telephone conversations are legally protected.

- Although e-mail from home computers and personal accounts is protected, e-mail from office or school computers or accounts may be monitored by employers or school officials.

- Commercial snooping is also another privacy issue that requires protection.

- Personal Data Protection Act 2010 (PDPA) is one of the legality to protect consumer's privacy and information.

Eg: Some privacy advocates now see Facebook as the worst privacy offender because every time Facebook redesigns its website, your privacy
settings revert to an unsafe default mode, essentially making all your info public.

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- Intellectual property is a creative work of art, writing, film or software that belongs to a legally protected owner.

- The intellectual property laws protect the original ideas of individuals and institutions through patents, copyrights and trademarks.

5 Different Ways to Protect Intellectual Property:
https://www.copyrighted.com/blog/protect-intellectual-property

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Plagiarism is the use and passing along as one's own original work someone else's created material, which may or may not be copyrighted.

Eg: A student taking pass term paper from Internet and submitting them as personally.

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-  "A picture is worth a thousand words"

- This is why image and appearance plays a big role for politicians especially in front of the media.

- A camera-friendly style and appearance greatly enhance a candidate's chance of success. Charismatic individuals who have experience in dealing with the media are at a decided advantage in the political realm.

- Charismatic individuals who have experience in dealing with the media are at a decided advantage in the political realm.

For example,   John F. Kennedy and Richard Nixon face off in the first-ever, televised presidential debates. Despite Kennedy’s inexperience, the Great Debates made him look like a winner. Well-rested and tan, Kennedy appeared youthful, charming, and confident. Thus, appearance influences the voters.

- Being comfortable under the spotlight is an added advantage for the politicians.

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Donald Trump. David Zalubowski/AP/Press Association Images. All rights reserved.Looks really matter, especially in political campaigns. Donald Trump's hair and Hillary Clinton's suits both made headlines, and with 40% of Americans now identifying as independents (among the highest percentage of independents in more than 75 years of public opinion polling), image and appearance may play a larger role in this coming election than ever before.
This raises a not-so-trivial questio​n for future political candidates and their advisors; namely, should those considering public office use Botox or other cosmetic medical procedures to enhance their appearance?

Could public perception of competence and trustworthiness in a political candidate have as much to do with image as actual experience and ideology?

For if, as the ancient Roman poet Horace affirmed, "what we learn only through the ears makes less impression upon our minds than what is presented to the trustworthy eye," could it be possible that public perception of competence and trustworthiness in a political candidate has as much to do with image as actual experience and ideology?

History has shown that appearances can influence politics. In 1960, seventy-seven million Americans, or over 60% of the US adult population, watched John F. Kennedy and Richard Nixon face off in the first-ever, televised presidential debates. Despite Kennedy's inexperience, the Great Debates made him look like a winner. Well-rested and tan, Kennedy appeared youthful, charming, and confident. Nixon, the more experienced and favoured candidate, appeared exhausted, thin, and anaemic. His physical appearance was so unappealing that Chicago mayor Richard J. Daley reportedly exclaimed, "My God, they've embalmed him before he even died."

Though Nixon strived to look better for the following three debates, the damage had been done. Polls revealed that the debates had influenced over half of all voters, with many claiming that the debates alone had guaranteed their choice.

While the Kennedy-Nixon debates played a pivotal role in influencing the 1960 presidential election, they also marked the start of a new era, in which public image and media exposure are essential components for winning political campaigns. Two years following the Great Debates, Nixon admitted in his memoir Six Crises, "I should have remembered that 'a picture is worth a thousand words.'"

Speaking of pictures, Donald Trump is reported to have demanded that a Washington Post photographer not take his portrait using a wide angle, as he felt it would make him look chubby. Hillary Clinton too made headlines when her campaign spent $2,500 for two hairstyling sessions and called it "media production expenses".

Will America's choice for president be based on merit, or perhaps something else?

In 2008, Princeton University psychologist Alexander Todorov described how specific facial characteristics could make political candidates look more trustworthy to others. Professor Todorov found that he could predict election results by identifying candidates who physically appeared more trustworthy. In his study " Predicting political elections from rapid and unreflective face judgments," published in the Proceedings of the National Academy of Sciences, Todorov found that 70% of congressional candidates who appeared more trustworthy to research subjects, based on their looks alone, actually won the election.

The ideal politician must put a lot of effort into looking natural and effortless.

According to MIT political scientist Chappell Lawson, it turns out that people who rely on their physical assessment of trustworthiness tend to be those who know less about politics, but watch a lot of television. A large number of Americans may be judging the character of a political candidate by glancing at things like their jaw line and eyebrows. Does this imply that candidates should consider facelifts and fillers a political necessity?

Not so fast. A recent Rasmussen Reports national telephone survey found that only 17% of American adults thought favourably of the increasing use of plastic surgery and Botox injections in this country, while 49% were opposed. So politicians face an aesthetic paradox of sorts: they are expected to look a certain way to win votes, but face public scorn if this look is obtained by artificial means.

It seems politicians have been grappling with this aesthetic paradox for centuries. In his The Book of the Courtier, published in 1528, Count Baldassare Castiglione defined the appearance of the ideal Renaissance Era politician with one word: sprezzatura, which translates to "studied carelessness." According to Castiglione, "nor to anything must we give greater care than to conceal art, for if it is discovered, it quite destroys our credit and brings us into small esteem." In other words, the ideal politician must put a lot of effort into looking natural and effortless. To win elections, politicians must avoid being perceived as flawless. In hindsight, this may explain why many questioned whether Mitt Romney was "too handsome" and "too perfect" to be president back in 2012. Americans identify with imperfect and thus 'natural' politicians like Bill Clinton and Joe Biden. What are Mitt Romney's flaws? According to Kathleen Parker at the Washington Post, "Nada. Which is precisely the problem."

Though seemingly counterintuitive, this paradox explains why plastic surgery remains such a hush topic among politicians and public figures, alike. Modern society equates artlessness with elegance and affectation with poor taste. Many iconic American figures - James Dean, Grace Kelly, even Hansel from 'Zoolander' - seem to share that one thing in common: sprezzatura.

In an age where botox and selfies have become the norm, the timelessness of sprezzatura nonetheless prevails. Perhaps Trump could benefit from some wide angle photos, and Hillary from a few loose strands in her hair. For what is true of our cultural icons is true of our politicians: pursue your au naturel aesthetic because the public wants you to look good - just not too good.

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Looks really do matter, especially in the US presidential race

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Donald Trump. David Zalubowski/AP/Press Association Images. All rights reserved.Looks really matter, especially in political campaigns. Donald Trump's hair and Hillary Clinton's suits both made headlines, and with 40% of Americans now identifying as independents (among the highest percentage of independents in more than 75 years of public opinion polling), image and appearance may play a larger role in this coming election than ever before.

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- The significance of media images goes well beyond the specific appearance of the candidate to include the more general visual context in which a candidate appears.

- Campaigns and presidency are masterfully orchestrated through visual settings to enhance the media coverage.

- All news is important, but campaign coverage is crucial because of its capacity to empower the electorate.

Usually will be on campaigns, conferences or speeches.

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- Political media events are staged to produce press coverage and influence public opinion. The staged media events include speeches, “spontaneous events”, foreign trips.

- Hyperreality is the inability to distinguish reality from a simulation of reality.Often times in media, a story can be presented that does not entirely reflect actual reality. This happens in a number of formats. TV and film often present a picture of reality that does not actually correspond to what is real.

- The New York Tribune says in this connection that kissing babies is good politics. It pleases the proud father, and wins the sympathy of the crowd who witness the paternal act. Journalist argues that the practice "is designed to suggest that the candidate is stable and trustworthy".

If the baby laugh while you kiss, that means the candidate is good. 😍
If not, the baby will cry. 😭

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Advantages of the Internet for Politicians: ✅
1. Speed - The Internet speed allowed them to received messages and control it as well as defend themselves from attacks.
2. Data Analysis - Candidates use the Internet to reach voters with their message, gather information about them, solicit financial support and encourage them to turn out to vote.
3. Costs - Campaigns will not cost high through Internet.

Disadvantages of the Internet for Politicians: ❌
1. Speed - Everyone knows how fast for the Internet to spread information. It is just in a second and viewer will share it around doesnt matter if its a fake news. This made the media team couldn't filter and make changes or explanation for that.
2. Data Analysis - Government do not have privacy.
3. Authenticity - We have fake and true news on Internet and audiences might not be able to interpret it.

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- Media messages influence audiences' specific behaviors.

- Media messages serve three purposes: Educate, Entertain, Persuade.

- Especially passive audience, their behaviors and attitudes are the result of a powerful external force which is the media, such as TV, music videos, magazines or radio.

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An active audience engages, interprets and responds to a media text in different ways and is capable of challenging the ideas encoded in it.

How do we know if the audience is active?
Well, here are 4 basic ways in which media audiences have been seen as active.

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- Interpretation is how the audience react to something when they received it from the media.

- There will be different interpretation from each individual.

- Intrinsic = Person interpretation is a very subjective process because it can be affected by several variables such as the context of the situation, your own personal traits and your past experiences.

Example of interpretation:
BTS Reaction Video

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- Media are part of our social lives.

- That is why people always engage with media in social settings.

- People like, share and comment on the post that they favor.

Example: Posts, Tweets, Comments

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Example : Protest, Campaigns, Petitions

- Active audience organize collectively to change media texts or media policies.

- Usually happened to agree on certain things. For instance, fan club. They gather people and show their love and support to their idol.

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- Produce and distribute own media.

- People who share and create content on media are known as active audience.

Example:
Online influencer - Jenn Chia
Youtuber - Jinnyboy

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- The "halo effect" is when the appearance of a person is used to make an overall judgment of that person.

- It is a stereotype because people tend to judge people with bad appearance than good appearance.

- Example, Company will hire someone with a better looking.

Video below is an example of halo effect:

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- Polysemy: A symbol, word, or phrase means many different meaning.

- Different audience members will have different interpretations.

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4.0 Structure and Interpretive Constraint

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4.0 Structure and Interpretive Constraint

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We experience media as part of daily life, not separate from it, and our lives unfold in specific social structure:

- Social groups (Family, Friends)
- Identity (Age, Race)

- Positions of audience (High class, Low Class)

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- Women watch romance novels and soap opera because they are not satisfied by their daily existence because of cultural restrictions.

- While watching television with family, men tend to control the program selection.

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- Make sense of our experience with the stories.

- Structure:
1. Beginning
2. Middle
3. End

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1. Stable Situation 1
- Story starting
- Usually start with Once Upon a Time
- Peace

2. Disruption
- The story starting to have conflict/ climax that made audience to pay attention in the story

3. Stable Situation2
- Resolutions
- To give an answer or conclusion to the story

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There will be flaws in the character in the beginning of the movie. Then it face issues and trying to be a better person at the end.

In a movie story, normally the same person will always develop one type of character because they do not find it easy to act as another character.

For example: Jackie Chan
When we heard of his name, we will remember him as an actor in action movie.

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Importance of point of view:
1. Generates connectivity with audience
- Building connection with audience so that they understand the main point of the story and they can feel themselves as part of the story

2. Identification of the main character
- Camera techniques such as close up, long shots and all are to determine who are the main characters.
- If the story show most of a person's scene, he or she is the main character.

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- Plot twists : Unexpected ending of the story that shocks the audience

- Cliff hangers : Story with no ending and hanging the audience with imaginations

3 Types of Ending:
1. Closed/Circular Ending
It is an ending from stable situation 1 to disruption and circulates to stable situation2.

2. Closed/ Progress Ending
It is an ending from stable situation 1 to disruption and to stable situation 2. It's like a normal narrative structure of story.

3. Open/ Unresolved Ending
It is an ending from stable situation 1 to disruption and without a proper ending. It is to let the audience hanging there by imagining the next. Usually used it in a movie series where they will have the Season 2 next.

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1. Digital native
- People that born in the era that media already exist.
- People before 1980.
- They are not expose to Internet and do not know how Internet does.

2. Digital migrant
- People that was raised prior to the digital age.
- People after 1980s.
- They are largely expose to Internet since small and using it as part of their life.

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- Internet has been using wisely in this era.

- People nowadays see it as an essential tool rather than optional tool.

- "Read/Only" was the previous culture where users can only read the content. Now, users are moved to "Read/Write" culture that they have the power to develop their own content.

- Users create content using words, images, sounds and videos to entertain or educate their audience wand make these Web communities worth visiting.

- Social media especially are the new digital media platforms that engage users to create content, add comments, share and interact with others.

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- Blogs are the digital diary that is written by a blogger.

- Blogs enabled people to easily post their ideas/ feelings/ knowledge.

- Blogs contain articles in chronological form, journal like form and often with reader comments and links to other sites.

- Blogs can be personal or corporate multimedia sites.

- It ca be a source of information and opinion. Example like product review or user experience.

- It can also be a place for professional journalists to share ideas before it gets published.

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- Wiki web allowed user to create their own content.

Example: Wikipedia
Wikipedia is an online encyclopedia that is constantly updated and revised by interested volunteers. Therefore, we are not encourage to take the information from Wikipedia as it is not reliable.

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- Many-to-many  ethic of social media.

- Content communities exist for the sharing of all types of content:
* Test (Fanfiction.net)
* Photos ( Instagram)
* Videos (YouTube)

YouTube gave rise to viral video.
For example: Uncle Roger
He created a video of he reacting to specific video and immediately becomes powerful by thousand people sharing it through the social media platforms.

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Uncle Roger Review GORDON RAMSAY Fried Rice

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- For networking purpose and interact with people.

For example:
Facebook - Enables users to construct personal profiles, upload photos, share music list, play games and post messages to connect with friends.

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- Virtual game worlds invite users to role play in rich 3D environments.

- Players can customize their online identity or avatar and work with others throughout the game.

For example: The King Of Honors
This virtual game allow user to play in a specific avatar and work together as a team to kill enemy.

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- Rather than subscribing to a traditional paper, many readers now begin their day on gadgets scanning a wide variety of news Web sites, including:
* Print papers
* Cable new channels
* Newsmagazines
* Bloggers

- Online news has sped up the news cycle to a constant steam of information and has challenged traditional news services to keep up.