The aim of this course is to examine the administrative levels of press institutions and to provide practical information on the concept, components, history and various units of press institutions, covering topics such as; establishing a press institution and feasibility studies; managerial and administrative functions, organizational structures, finance function and marketing function in press institutions. Market structures of the institutions are analyzed with examples from Turkish press history.
The topics discussed throughout the course include: The definition and the history of media economics; What are the factors that determine the economic structure of media? How does the media economics differ from the general economics?; The economic structures of press, radio, television and new media and the differences between them; The liberalization history of Turkish media and the following process of conglomeration; The changes that media went through, particularly after 1980, during the processes of industrialization and conglomeration; Market types in media economics, oligopolization, monopolization and concentration rates. The issue of “cross media conglomeration” in Turkey is emphasized and studied through examples both from Turkey and the world. The economic analysis of media is made by examining the economic performance of radio, television and press institutions from 1980 to today and the market shares that each of them has in media economics.
The concepts of press management and media management are discussed with reference to the historical transformation processes of the ownership structure of media within the scope of this course. Some of the main topics are: Administrative functions in media institutions and the factors that separate these functions from that of other industries; The analysis of life cycles in media institutions; The mechanisms of strategy development and “decision-making” in media institutions; How to do a SWOT analysis for media. The historical development of the ownership and economic structure of Turkish media is examined under the light of the developments that took place before and after 1980. One of the aims of the course is to familiarize students further with the sector by using case studies, which are based on real-life events happened within the media industry.
History of radio as a medium. The stages of the development of radio as a medium and the changes in radio programming since the 1920’s. Program production for radio. Preparation stages of the program. Types of radio programs and the methods used in production. The internal and external factors that effect the success of a radio program. Preparing the flow of a radio program. Program proposal preparation. Radio script writing, editing and montage for radio.
The aim of this course is to provide theoretical information on the radio medium and to associate the given information with today’s radio market. The course includes topics such as: The changes in radio broadcasting and in the functions of the radio medium from past to present; The story of the transformation of radio from a means of propaganda to a music box; The concept of radio format, types and characteristics of radio formats; Music selection in radio stations; Organizational structure of radio institutions; Units in radio institutions and their characteristics; The concept of radio rating and rating measurement methods; The convergence of the radio medium with internet; The meeting of radio and internet; Future radio formats and internet
How do media institutions use marketing function? How does media marketing differ from that of other industries? What are the marketing strategies used by radio, television and press institutions in order to be differentiated in the industry? How to create a media marketing plan for media institutions? Marketing function in traditional media institutions, internet marketing and social media marketing practices. Marketing plans used by radio, television and press institutions operating in the industry are explained with examples and the use of marketing function by the media institutions that aim to make a difference in a competitive market environment is discussed.
Units and staff in TV production and their job descriptions. The production process in television programming. Planning, preparation, production and post-production. Types of television programs, types of scripts and their characteristics. Narrative properties of television programs. Interview, discussion, documentary, music and sports programs on TV and their characteristics. The differences between producing programs for a thematic television channel and for a mainstream television channel. The concept of television ratings. Characteristics and expectations of television audience. Gratifications obtained from viewing television. A general outlook of today’s television industry and its analysis. Production of TV series and contemporary case studies on TV series industry.
The history of transition from traditional journalism to online journalism. What are the differences between traditional newspapers and online newspapers? The characteristics of online journalism. How to write news stories for online newspapers. Content layout for online newspapers. How did internet and social media change the journalists? New media and journalism. Citizen journalism and its effects on traditional journalism. The convergence of traditional newspaper and online newspaper, mobile media and journalism. Mobile applications in journalism, the transformation of traditional newspapers to mobile applications, the effects of QR codes, Blippar and other mobile applications on online newspapers.
Internet Radio Broadcasting
The emergence and the history of internet radio broadcasting. How did internet change the radio medium? Models and advantages of internet radio broadcasting. How to setup an internet radio station? What are the differences between internet radio stations and traditional radio stations? The economic structure of internet radio stations, program production and promotion for internet radio stations. Internet radio platforms and their characteristics, use of social media by internet radio stations.
Popular Culture and New Media
Popular culture in the transformation process of media to new media. Effects of new media on popular culture. New consumption habits created by social media and popular culture. How does popular culture in traditional media differ from that of new media? Popular culture of X,Y,Z generations and the reflections of new media on different generations.
Internet Television Programming
How did developments in Web 2.0 technologies change the relationship between television and internet? Streaming, VoD, IP TV and other internet-based television applications. How did internet and social media change traditional television viewing habits? What are the effects of YouTube and other media platforms on television? Digital television platforms and their characteristics. Internet-based personal television broadcasting and its characteristics.
Radio Drama Script Writing
The nostalgic radio program format “radio drama” and its history. Radio dramas in Turkey and in the world and their characteristics. Script writing for radio, radio drama fictionalizing. What are the points to consider when writing a radio drama? How to write original radio dramas? How to adapt foreign literary works for radio? How does writing for radio differ from writing for other media?
Entertainment Industry and Media
The concept and the historical development of entertainment. The development stages of the entertainment industry and the scope of the entertainment industry. In this course, the entertainment industry is examined in detail with reference to film, television, radio, theatre, music, sport and tourism industries and the economic dimension of the industry, production-consumption stages are discussed.
Media and Music Industry Management
Historical development of the music industry. Effects of media on music production. The changes in the music industry during the transition from traditional media to new media. Music industry: from records to mp3’s. National and global policies in the music industry and media. Role of media in music marketing, music television channels, radio stations and new media. Effects of media on today’s music industry under the light of the historical development of interaction between the music industry and media. The visualization in music that started with Michael Jackson’s “Thriller” video and the concept of music videos. Digital music industry, music marketing, copyright mechanism and the concept of music production.
Rating Culture and Practices
Rating is one of the most important factors in the development of today’s media world. The concept of rating, in other words the studies conducted in order to determine the number of people consuming a given media product, is within the scope of this course. The history and the development of media audience/listener research and conceptual topics about rating are discussed. The history of television and radio rating research studies in Turkey and in the world, applied research methods and the relationship between rating research studies and advertising industry is examined. Rating – advertising relationship and methods used in measuring media ratings are examined in detail. Also, discussions on “rating problematic” in social development are made and case studies are analyzed.
Social Media Practices
What are the differences between traditional media and social media? The effects of social media on social, cultural and economic life. The relationship between social media and politics. How did social media affect the globalization? Social media platforms and their characteristics, use of social media in marketing. The relationship between social media and individualization. The characteristics of Facebook, Twitter, Wiki, Blog, YouTube, Instagram and other popular social media platforms and their effects on professional business life.
New Communication Technologies and Media
The role of technology in the long history of communication from communicating with smoke signals to social media and its effects on media. How was media affected by the communication technologies? How did each new communication technology change the previous one? How has media changed in line with its technological means? What’s the nature of relationship between media and technology today? What are the advantages and disadvantages that communication technologies provide to media? The technology and employment, how did the technology and the globalization change new media workers? What are the qualities that a media employee should have under the light of the developments in technology?