A profit driven media production, commercial
media is non-government funded whose business is made by generating audience;
it survives or fails on its business success. Contrary to popular belief, the
advertisers, not the viewers, are the customers in commercial media, and
they’re all fighting for the most important item- you; your eyes, ears and
easily swayed minds. The major consumers in this merciless media market include
News Limited, Fairfax, APN, Nine entertainment co., Win, Ten, Southern Cross,
as well as broader media network such as Telstra, Optus, Austar and Macquarie.
However, like when buying most things,
commercial media comes with a care tag. However, rather than the usual “only
hand washable”, these ‘rules of care’ protect it from crinkles or tears with
implications such as the Ethical Wall which separates advertising and sales
from the editorial aspect. Commercial media must also abide to the formal state
requirement, legal prescription, stat oversight and statutory.
But, like your favourites leather coat they
seems so inviting and warm, yet turn out to be synthetic with dodgy hems and
even dodgier protection against the harsher months, commercial media has it’s
downsides. Based on tabloidization and the desire to please, it can become
corrupt, poorly constructed and allow it’s desire for profit to override it’s
social responsibility.
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