Rich Media, Poor Democracy: COMMUNICATION POLITICS IN DUBIOUS TIMES (History of Communication) Review

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Rich Media, Poor Democracy: COMMUNICATION POLITICS IN DUBIOUS TIMES (History of Communication) Review"Rich Media, Poor Democracy" is the most important recent book for anyone concerned with the real world of democracy under corporate capitalism in the year 2000. In a detailed, substantive, highly-readable study, McChesney explores how corporate control of the mass media shapes and constrains news and culture, sharply limits real freedom of the press, and undermines popular self-government as a result. McChesney shows how growing corporate media concentration threatens the open system of communication and culture that is vital to democracy - rule by the majority. I know of no other book that cuts through the neo- liberal market idolatry of our times. Yet McChesney offers hope: imaginative yet concrete ways in which citizens might contest the power of the corporate media and reclaim the best of our democratic heritage. A superb book, highly recommended.Rich Media, Poor Democracy: COMMUNICATION POLITICS IN DUBIOUS TIMES (History of Communication) Overview

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Niche Envy: Marketing Discrimination in the Digital Age Review

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Niche Envy: Marketing Discrimination in the Digital Age ReviewA provocative look at how the technologies of the Internet are being used as a testbed for the next generation of marketing messages, migrating away from the mass market model toward a model of market segmentation and discrimination. Building upon research that he and others have been conducting at UPenn's Annenberg Center, Turow describes how advertising has turned from mass promotion toward the strategies of direct marketing, product placement and public relations, enabled by new media and information technologies and justified by the industry's sense that these technologies have overly empowered the consumer to avoid their conventional messages. In the face of DVRs, remote controls, etc., marketers have decided that the tying of direct marketing messages to increasingly intrusive data collecting and mining methods is the wave of the future. Moreover, this is not an Internet-only problem. Turow points out that these technique are only being tested on the Internet; they are migrating to (digital) television and conventional retail outlets.
Turow suggests that all this really will lead to is a kind of deception death spiral --- consumers will lie about their personal information to gain access to marketing offers that they would otherwise not get (frequent flier programs, for example) while marketers will become increasingly intrusive as they seek the "truth" about their customers.
The book's weaknesses emerge in the closing chapter, where Turow tries to outline a set of policy objectives to remedy this problem. Unfortunately, his primary instruments are those of consumer education and media labeling; good ideas, but probably unworkable in this environment. The resolution of this problem lies deeper than just refining the mechanisms and instruments of marketing. We have to confront some of the fundamental inconsistencies in our notions of the role of media and information, and in our economic models for sustaining them.
Despite the weaknesses of his remedies, overall this is a vitally important look at what's going on "behind the curtain" of our evolving retail and media environments, and I highly recommend it.Niche Envy: Marketing Discrimination in the Digital Age Overview

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Breaking Up America: Advertisers and the New Media World Review

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Breaking Up America: Advertisers and the New Media World ReviewGreat book. Actually, it was recommended by Amazon as I was unfamiliar with the author, but very interested in the topic. If you are in media, communications or marketing this book analyzes the industry in a very granular way - like looking under the hood. However, Turow does not get so lost in detail, he brings the big picture into focus suggesting the cultural implications of market segmentation, database marketing, media audience packaging and the rise of niche content media like cable TV, magazines and of course the Internet. Transient echoes of Marshall MacLuhan and Tony Shwartz's concept of narcissism. There's passive reference to Peppers & Rodgers concept of image tribes - what happens when everyone's information and entertainment is personalized or filtered by agents, i.e. media effectively throwing up a mirror? Great for marketers, but it does have major socio-political implications. Turow has done a great deal of primary research interviewing people from all aspects of the business. 100% all beef.Breaking Up America: Advertisers and the New Media World Overview

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