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Make Media Matter

IFC's Make Media Matter is an interactive forum for fostering a deeper understanding of the vital role media plays in our lives, society and world. Bringing together information and expertise from universities around the nation, we have created a place to CHALLENGE, PREPARE, INSPIRE and EMPOWER you to consume and create media in more meaningful ways.

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From the Blog

Surviving A Segmenting Market

By Phil Robibero on 11/05/2009

It wasn't so long ago that the news and entertainment business lived a fairly comfortable life. Advertisers paid the tab and people got their information from a limited array of mediums. Alas, the days of no surprises were bound to end with the exponential growth of the web. The internet brought in a new era of instant information, community involvement, and democratization. For media executives the worst part of it all was that it was free. read more >>

The Commercial is the Show

By Bryan Berlin on 10/29/2009

Last weekend during Saturday Night Live, Anheuser Busch, the producers of Bud Lite made a bold move. They bought all the commercial time over the course of the entire show. It's the first time in the show's 35-year history that they've ever had one sole advertiser providing all the nationally aired commercials. They also looked to strengthen their ad campaign with a segment called "Backstage with Bud Light Golden Wheat," which aired never before seen SNL clips as a way to help draw in fans during commercials. read more >>

Bad Relations

By Sara Newman on 10/16/2009

It's the classic power struggle of the mass communications industry. Journalism versus public relations; two businesses who are pretty much opposites of each other. Public Relations puts out one kind of image about a person, company, idea or product. Journalists put out the truth about a person, company, idea or product, whether it's kind or uncomfortable or positive or negative. read more >>

To communicate with each other, we need a common language. Hofstra Professor Paul Mihailidis' "5 A's of Media Literacy" provides a strong starting point, a basic vocabulary that will facilitate discussions on this site by consumers and creators of media across the spectrum.

  • ACCESSWho controls access to the information you use?
  • AWARENESSHow does the media you consume affect your values?
  • ASSESSMENTHow do you assess a media experience to better understand it?
  • APPRECIATIONHow can you better appreciate a diversity of voices?
  • ACTIONHow can media literacy empower you to take action?

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Professor Paul Mihailidis is an Assistant Professor of Journalism, Media & PR at Hofstra University in New York. Hofstra Media Studies

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