Discussion and Media Question
Paper details:
Discussion: 1. How does the concentration of media ownership limit the number of voices in the marketplace
in the U.S.? Do we need rules limiting media ownership? Can or will consumer choice regulate media
ownership? Around 200 words
Media: For your media journal assignment, write a critical response using the five case study questions on p.
372 in Campbell at al. Your assignment should be about 400 words, making sure you cite your sources from
the textbook, for any examples, and for any supporting material you use. (Note that you might not be able to
write about all of your products, so you may choose to narrow it down after listing you items in order to
confine your analysis to the scope of this assignment.)
This will require you to make honest self-assessments. For example, I own an iPhone and there is no
mistaking how Apple approaches branding in the United States (Kahney. 2002). The Apple commercial “Sway”
grabbed my attention this season. I am drawn to the advertisement because of the musical score (with Sam
Smith singing. and Cam as a co-writer) and it’s idyllic setting, which reminds me of my childhood winters.
What does this say about how I make consumptive choices as related to media and branding? Does seeing
this commercial make me more apt to buy an Apple product or to recommend one to someone?
