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mass media the technological instruments through which mass communication takes place audience research using this audiences are constructed by media industries to meet their needs and the needs of advertisers direct sales a strategy to gain revenue in which the consumer pays the producer, or exhibitor for the item and can use it in any way she or he sees fit license fees a strategy to gain revenue in which a person or organization pays the producer for the use of a product but the producer has ultimate control over the way it is used rentals a strategy to gain revenue in which a producer, distributor, or exhibitor charges for employing (reading, viewing, or hearing) a mass media product for a certain period of time, and then gets it back usage fees a strategy to gain revenue in which the producer, distributor, or exhibitor charges for a mass media product based on the number of times it is employed subscriptions a strategy to gain revenue in which the producer, distributor, or exhibitor charges for providing a media product of service advertising a strategy to gain revenue in which a company buys space or time in a mass medium ( a page in a magazine, thirty seconds on a radio station) in exchange for being allowed to display a persuasive message (an advertisement) for a product or service message collection of symbols that appear purposeful organized (meaningful) to those sending or receiving them source the originator of the message which may be a person, several people or an organization encoding the process by which the source translates the thoughts and ideas so that they can be perceived by the human senses-primaryily sight and sound, but may also include smell, taste and touch channels pathways through which the transmitter sends all the features of a message, whether they involve sight, sound, smell or touch decoding the process by which the receiver translates the sources thoughts and ideas so that they have a meaning feedback when the receiver responds to the message with what the sender perceives as a message noise is an environmental, mechanical, and semantic sound in the communication situation that interferes with the delivery of a message. distribution the delivery of the produced material to the point where it will be shown to its intended audience production the creation of mass media material for distribution though one or more mass media outlets exhibition the activity of presenting mass media material to audiences for viewing or purchase media fragmentation the increase in the number of mass media and mass media outlets that has been taking place during the past two decades audience segmentation the process by which production and distribution are targeted to reach different types of people with messages tailored for them distribution is key to a successful product; a firm's ability to ensure that the media product ends up in the best location for viewing/sale vertical integration control over media product from production through exhibition vertical integration reduces risk by limiting audiences choice and assuring control over production, distribution and exhibition; potentially subject to regulatory intervention conglomerate a company that owns a number of different companies in different industries mass media conglomerate a company that holds several mass media firms in different media industries under its corporate umbrella digital convergence the coming together of computer technologies as the basis for production, distribution, and even exhibition in many media industries convergence coming together first amendment :congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, to petition the government for a redress of grievances." highly protected communications political; truthful; promotion of public discussion and debate intermediately protected communication truthful and not misleading commercial speech not protected communication obscene; fighting words or inciting violence; false or misleading commercial speech; promotion of unlawful transaction prior restraint government restriction of speech before it is made first amendment prior restraint the first amendment prohibits government restraints that prevent expression unless: 1. publication would jeopardize national security in wartime 2. publication is obscene 3. publication threatens to incite violence and/or the violent overthrow of the government