Sociology 2172A/B Chapter Notes - Chapter 1: Social Marketing, Gestalt Psychology, Media Consumption

• School: Western University
• Department: Sociology
• Course: Sociology 2172A/B
• Professor: Gale Cassidy

Document Summary

Advertising undergoing second creative revolution at the time of this book being written, with the industry trying to respond to new media funding models created by web 2. 0, mobile communications technology, an changing patterns of media consumption. The first, somewhat mythologized creative advertising revolution of the 1960"s occurred in the context of a classic media funding model. Paid-for advertising generated the revenue to fund media channels. In other words, the spot advertising in the intervals paid for television shows, while the classified and display advertising paid for print publications, with a small contribution from the cover charge. Professionals now talk about "content" as something which drives the consumption of media. This "content" could be news, documentary, entertainment, opinion, indeed any communication form at all with the potential to generate audience engagement. New media funding models are emerging due to various pressures, including the fragmentation of media audiences under the influence of new communications technology and de-regulated media markets.