Razões para ignorar os medias:
To Grab Young Readers, Newspapers Print Free, Jazzy Editions: "Younger people want their news," said Jim Moroney, the publisher and chief executive of The Morning News. "They just don't want the 'sit-down-at-the-breakfast-table-Norman-Rockwell-here's-your-fried-eggs-and-bacon' kind of newspaper, the kind that their parents might have spent an hour reading. That's not the lifestyle today."
The Morning News is hardly alone in this view. Nearly every week in recent months, a major publisher has announced a venture aimed at capturing more readers ages 18 to 34, whether a free daily or a weekly, or a trendy redesign of an existing paper. [...]
Recent studies conducted for the newspaper industry by the Readership Institute at the Media Management Center, a joint venture of the journalism and business schools at Northwestern University, suggest that readers in their teens, 20's and early 30's spend less time reading newspapers than their parents did at their age and certainly less time than their parents do now. The study found that nearly 40 percent of Americans aged 18 to 24 do not read a paper at all, compared with under 30 percent of 45- to 64-year-olds.
"If the current reading trends among younger generations continue with the next generations coming up, that spells a serious problem for newspapers," said Mary Nesbitt, managing director of the institute.
Net gains ground on old media: The internet is rapidly catching up with traditional media, with Europeans now spending more time surfing the web than flicking through magazines, new figures show.
The explosion of news and entertainment sites on the internet, combined with a decline in daily newspaper reading means the internet now accounts for an average of 10% of media consumption in Europe.
Magazines by contrast now account for just 8% of media consumption
TV's 'Pay More for Less' Pattern Is Under Pressure: In the 2002-3 season, the broadcast networks collectively lost almost two million viewers on average a night. Then, when the networks went to the advertisers seeking commitments for the new season, they raised prices about 15 percent - and sold out in three days.
But now failure is digging deeper into network television.
Networking on TV: A Feminine Touch: But when it comes to why female characters look and sound the way they do, most important is the connection between women's on-screen roles and off-screen power in the industry, said Martha M. Lauzen, a professor in the School of Communication at San Diego State University. For almost a decade, Ms. Lauzen has looked at one randomly selected episode of every drama and sitcom from the six networks. [...]
An ambitious new study of the top 15 Nielsen-rated network sitcoms from 1950 to 1999 by a group of Ohio University researchers, for example, is trying to document more precisely the ways TV warps reality and ducks nuance. [...]
Sitcoms tend to be the programming of choice for women, said Norma Pecora, an associate professor in the School of Telecommunications at Ohio University who conducted the study with two graduate students.
In the 1950's, the study found, almost 86 percent of women were primarily defined by their family status (as mothers, wives, daughters) and only 14.3 percent by their jobs. By the 1990's that had changed: 50 percent of women were still portrayed in domestic roles, 23.5 percent as friends of other characters and 26.5 percent with their work as their primary role. But these working women had creative or nurturing jobs, as opposed to being hard-charging chief executive officers, Ms. Pecora said.
"In the earlier days of television - the 1950's, 1960's, 1970's - women who had jobs were mostly housekeepers, innkeepers, secretaries or teachers and waitresses," she said. "In what some are calling the post-feminist period (the 1980's and 1990's), when women in the real world are becoming professionals such as medical doctors, lawyers and even college professors in record numbers, on television we are more likely to be assigned creative work, such as interior designer, journalist, photographer or architect." [...]
It's still true, Ms. Lauzen said: "Television is made by men for men."
