Accenture Media and Entertainment. "The Challenge of Change: Perspectives on the future for Content Providers." Accenture Global Content Study 2008. Accenture: 2008.

This report is the result of a market research firm initiative, in which they surveyed 100 entertainment executives to determine their opinions on the future of revenue models based on digital media. The results of the survey show that the ad-based model is the most popular model for the surveyed executives, as opposed to subscription or iTunes-like services. Though the focus in the report seems to be on forms of entertainment other than music media, it provides a successful context for profit-garnering models in digital entertainment. It also reflects the point of view of those that will ultimately be responsible for shaping the way that media is transferred to the consumer (legally) online.

This report represents yet another perspective on successful provision of internet content (without greater legislation). The importance of advertising on maintaining free content on the internet cannot be understated -- many argue that advertising-based models represent the future of music revenue. Ad-based music models are already being put into place: the music-search engine developed by Google in China, for example. The Accenture report is important, therefore, because it provides data and quotes from industry experts that address the longstanding relationship between advertising and entertainment.

Croft, Martin, and Nathalie Kilby. "Mortal Kombat Viral Is Tool For Bullying, Claims Charity." Marketing Week 16 Nov 2006: 3.

This article explains how an anti-bullying charity group is complaining about a video game campaign for Mortal Kombat. In this campaign people are directed to a website where they can upload images of their friends to be superimposed on the fighting video game characters. These superimposed Mortal Kombat characters are then sent to that person in the form of a “Death Diss” whereby the character is brutally murdered. The charity Bullying Online worries that real life bullies will upload images of their enemies to this site and it will only cause issues between the two parties in question. It states that the site has already seen examples of people using this viral marketing tool as a malicious way to insult somebody. A complaint about this advertisement campaign was made to the Advertising Standards Authority, the leading groups in controlling advertising. It is unknown if this campaign will cause the dreaded actions Bullying Online is worrying about.

This article relates to the thesis because violent media is being used in a manner that could potentially cause a movement to action by the receiving end of this viral marketing campaign. There are great worries by Bullying Online that such an advertising campaign might enrage somebody so much that they might react very violently against the opposing person. Just as The Warriors caused a few kids to act violently due to the violent media being viewed, there is a concern that this viral marketing campaign could cause the same response.

Baker takes certain ideas touched upon in Bagdikian’s book, The (New) Media Monopoly and analyses them in much greater depth (Bagdikian has published many versions of his book, the first of which appeared when there were 50 major players in the media business… there are now only 5). He uses economic analysis to determine the efficiency of the current system (or lack thereof), and makes various policy arguments for remedying the current problem within our press. The structure is as follows: he illustrates the problem, proves it economically, introduces a policy proposal, compares it to programs implemented around the world, and then discusses the constitutionality of going forward with his recommendations.

Implicit throughout his book is that the media serves a distinct role in society and that given the current influence that advertisers can exercise, they prevent the media from fulfilling the needs of a democratic society. This idea is developed in greater depth in his book Media Markets and Democracy where he analyses a democratic society’s requirements of its press according to 4 different theories of democracy. He values diversity and that the media should work harder to meet the desires of its readers through content rather than from its advertisers by delivering the right readers.

Another key point of Baker’s argument is that advertising disproportionately hurts the poor. He points to the example of an English newspaper that had larger circulation than the other major newspapers combined, but not withstanding this fact, because the newspaper was read by people without a substantial disposable income, there were few (if any) advertisers who would subsidize the paper. Thus, the paper had to be profitable with only subscription revenues, and it eventually failed. Baker gives the case study and then explains why this is so on theoretical grounds and that this phenomenon most likely occurs rather often—advertisers seek a wealthy audience, and thus media products are disproportionately catered to their tastes, in terms of political leanings, interest pieces, and other editorial content.