Difference Between David Croteau And Hoynes

According to David Croteau and William Hoynes, “ the business of media is unique”(Croteau and Hoynes 1). The best way to navigate this complex, unique business of media is to identify to two major models in which it presents itself. The first model, Public Interest Model, concentrates on “promoting active citizenship via information, education, and social integration”. Whereas the second model, Market Model, focuses on generating profits for owners and stockholders (Market Model). The best way to understand the two models is by applying them to a major media conglomerate, for instance Viacom. Although Viacom can identify with both models of media, through the nature of their programming and advertisements, the cultural aspects of the company, and their
influential target audiences, they embody the Public Interest Model the most.
According to Viacom Inc. History, Viacom Inc. is the world’s sixth largest broadcasting and Cable Company. This American media firm focuses mainly in cable television, cinema, music, radio, and video games. In the 1970’s, Viacom began as a spin-off network of CBS. This was a result of the FCC prohibiting television networks from syndicating their own programs in the United States. CBS decided to distribute Viacom’s stock to its stockholders in 1971, officially naming it a separate company. Throughout the 80’s Viacom set its sights on cable television systems. The company made major investments to acquire a cable enterprise, including “65 million dollars in 1981 alone” (Press1). By the mid 1980’s the risky investments took its toll on the company, sending it 2 million dollars in debt. Through a hostile takeover, previous Viacom stockholder Sumner Redstone became CEO of the company. Redstone, an established billionaire, had already acquired an empire of modern chain drive in movie theaters. Through rebranding and forming profitable business relationships Redstone was able to turn the debt-ridden Viacom into a highly profitable global company. The company acquired more entertainment property and even produced the classic hit Titanic (Press 1). Today Viacom owns BET, MTV, Nickelodeon, Teen Nick, VH1, Logo, Comedy Central, Spike TV, CMT, TV Land, Noggin, and Paramount Studios (Advertising Ages). Viacom first represents the public interest model by the content nature that its cable networks explore. To explain, the cable network Logo TV can be considered a trailblazing network, as it focuses on lifestyle programming targeted to the LGBT community. The underrepresentation of LGBT people in media has been an issue throughout history. Viacom’s innovative spirit in producing this network helps to educate the public community on a lifestyle that has been harassed and forbidden for centuries. By promoting channels like this, Viacom is slowly aiding in the acceptance of a mistreated community into society. Viacom’s networks, such as CMT, Logo, BET, VH1, TV Land and MTV provide cultural education to the public.
To explain, BET or Black Entertainment Television provides an inside look into African-American culture, from hip-hop and R&B to racial segregation issues depicted in their films. CMT also represents folk culture and history. MTV seems to embody popular culture while also producing shows and running ads that commentate on the social issues of today’s youth. This can be seen in the anti-smoking campaigns that are ran on the station or the popular television show Teen Mom. As stated above, Logo has introduced a new culture to society in the form of Drag Queens with Ru Paul’s Drag Race. VH1 has changed the nature of television with their influence of reality TV. The reality television world may seem on the surface for entertainment, however the core of it seems to highlight the cultural trends and ambitions of society. The rebranding of T.V Land has brought about innovative shows like Younger that present themes like ageism and society’s fixation with youth and beauty. Whether it’s about music, fashion, political issues, or social issues, Viacom covers its bases when presenting diverse information to the
public. Viacom is also diverse when it comes to their target audiences. Their networks like Noggin and Nickelodeon as well as their feature films like Shrek 2 and Antz are mainly targeted to children. Shows like Dora the Explorer and The Wonder Pets are highly influential to children, from educating them on basic language and mathematical practices, to helping them view the world around them. Not only do these programs influence children domestically in the United States, they are able to make a global reach to children around the world. This network assists in developing an adolescent society to be “active citizens and promotes social integration” (Market Model). Over the decades, Viacom has managed to overcome obstacles and establish itself as a top media corporation. Through the networks content material, cultural promotions, and adolescent influences in society, it identifies itself mostly with the Public Interest Model of media. However, with its merchandise sales and profits it welcomes the help of the Market Model at times. But it seems that its appeal to the public humanizes the large corporation and perhaps the touch of both models is what allows this massive media company to thrive.
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