6. 7 Putting the Logic of the Market Together with Communication

Macro Outcomes:

Industry concentration: trends toward monopoly and oligopoly

• six companies produce 80% of all cd’s and cassettes sold in America
• Less than 30 media corporations account for half of all U.S. media products. (Badikian)
• recent acquisitions: In 1995 Disney bought ABC and Westinghouse bought CBS. In 1985 General Electric bought RCA/NBC.

Limited competition (trivial differentiation of products)

Increased power of industry over legislation. (Expand next week).

Pushing new technology products (digital (incompatible) TV is coming)

Synergistic marketing. (See Campbell, Disney as Postmodern Corporation--- makes it sound hip)

Market as gatekeeper.