S.I.

Newhouse School of Public Communications

Wednesdays during Fall 2012 Semester ICC625-M001 (class 26472) 9:30 a.m. to 12:15 p.m., Newhouse III Room 250 ICC625-M002 (class 32317) 12:45 p.m. to 3:30 p.m., Newhouse III Room 254 The Newhouse Schools New Media Business course teaches why and how the media industries are changing. Its goal is to prepare students for the changes to which they must adapt during their careers in media management. The course consists of approximately three modules: The rst ve weeks of the course focuses on why and how those industries are changing. Exactly what is causing the changes? (Hint: the answer isnt that consumers are switching their media consumption habits from analog to digital.) What are the changes? How will the changes affect media overall? What will be the pace of change? The subsequent two weeks of the course examine what the media industries general business models are and how those must and will change. The nal six weeks of the course survey in more detail how the changes will affect specic categories of media industries. How will the radio, television, and lm industries change? How will book and periodical publishing change? How will mobile device technologies change the media industries? And are Mass Media the governing theories and practices of the media industries now that the 20th Century has ended? THE COURSE AGENDAis tentative and may change due to the availability of guest speakers or additional topics added during the semester. August 29, 2012 The Ritual Reading of the Course Syllabus, plus a class analysis of what condition are the media industries in now? September 5, 2012 Embracing Change and What is Causing it in the Worlds Industries. Why media executives will need to adapt to more changes than they today expect; how to adapt; and what three things are causing most of the changes. September 12, 2012 What Has Been the Greatest Change in the History of Media? What has happened during the past 5,000 or 40 years? Why the generation of students about to become media executives face unprecedented challenges. What is the history and who were the leaders of New Media. What are Web 1.0, Web 2.0, and Web 3.0? September 19, 2012 Creative Destruction and How Supply & Demand Affects Media Economics, Business Models, Consumption, Law, and Content Itself.

New Media Business course syllabus

New Media Business course syllabus

Fall 2012 Semester September 26, 2012 Individuation, the Social Media tidal change, and the World. How consumption and the ow of content have changed. Why the changes are at different stages in parts of the world.

New Media Business course syllabus

Fall 2012 Semester

October 3, 2012 What is Digital? What is Interactive? And understanding the acronyms October 10, 2012 Business formation and the business models of media. What are proprietorships, partnerships, corporations, not-for-prots, and limited liability corporations or limited liability partnerships? How do media industries fund themselves? October 17, 2012 Advertising as it Was, Is, and Will Be, plus the Economics of Paid Content. October 24, 2012 The Future of Radio, Television, and Film. October 31, 2012 The Future of Book and Periodical Publishing. Newspapers, magazines, books, tablets, electronic paper, and a world of ubiquitous displays. November 7, 2012 Going Mobile. How will mobile technologies change media? Geolocation, virtual reality, and image recognition. November 14, 2012 Mass versus Individuation. Will Mass Media be the governing theories and practices of the media industries now that the 20th Century has ended? November 28, 2012 Careers, Course Summary, and Evaluation. December 5, 2012 Final Papers & Projects. TEXTBOOKSThere are no required textbooks for this course. No printed textbook is able to keep current with the radical changes underway in the media industry. Online readings will be assigned. GRADINGEach students grade will be based upon four factors, each of which will be judged according to the instructors subjective (see details below): Classroom Discussion Fifteen percent (15%) of each students overall grade will be based upon the instructors assessment of that students participation in discussions during classes. It will be impossible for any student to achieve an overall A grade for this course if the student does not participate in class. Note: The students in this class come from a variety of nations. This diversity gives the class greater strength and knowledge, but can sometimes inadvertently cause cross-cultural misunderstandings. Some students come from nations where questioning an instructor during class

New Media Business course syllabus

Fall 2012 Semester is considered rude or disrespectful to the professor. If you are such a student, please know that the instructor of this course invites and welcomes questions from students, including questions that might seem rude or disrespectful. Feel free to challenge the instructors statements. On some days during this course the instructor will intentionally make statements that are incorrect so to check if students understand why such statements are incorrect or to demonstrate ways in which the media industries misunderstand change. The instructor hopes that students will challenge what he says. Also, the instructor understands that English is not the native language of almost half the students in this course. Those students might fear speaking in class because they worry about not speaking English well. If you are such a student, know that the instructor praises you for speaking in class, even if you do not speak English well. It is your thoughts, not your English pronunciation or grammar that he is grading. Also, if you do not understand the instructors words in class, please interrupt the instructor and tell him. If you do not understand the instructors words, there might be other students in class who do not. Class Assignments Twenty-ve percent (25%) of your overall grade will be based upon written assignments given during some of the weeks of classes. Mid-Term Take-Home Exam Thirty percent (30%) of your overall grade will be based upon a mid-term examination the instructor will assign during a week preceding Spring Break. This take-home exam will be part multiple choice questions, part essay questions. Final Paper or Project Thirty percent (30%) of each students overall grade will be based upon a nal paper or project illustrating that the student understands what was taught during the course. There will be no nal examination for this course during Exam Week. The instructor uses the following guidelines to decide among A, B, C, D, and F grades: Grade A (Extremely Competent) The Student Demonstrates: A comprehensive and systemic understanding of issues (i.e., key concepts and issues are clearly understood and explained in sufficient detail). An in-depth understanding of relevant theories and principles (i.e., relevant theories are identied and critically discussed in sufficient detail and limitations of theories are recognized and explained). The ability to identify and retrieve a broad range of relevant research and other information salient to the issue being addressed.

New Media Business course syllabus

Fall 2012 Semester The ability to critically analyze, synthesize, and evaluate relevant theories, concepts, and principles in addressing a given problem (i.e., solutions are based on evidence and driven by theory). Been able to articulate highly developed and thoughtful arguments which are logical, clear, and concise (i.e., care has been taken to ensure that discussion or written argumentation is both engaging, appropriate to the task, and well prepared). Grade B (Highly Competent) The Student Demonstrates: A detailed understanding of the issues (i.e., some relevant issues could be explained in more detail). A solid understanding of relevant theories and principles (i.e., although relevant theories are identied and described, the student could more critical.) Been able to identify and retrieve salient research and information regarding the issues (i.e., however, the score of the students work could be extended). Been able to identify and apply relevant theories, concepts, and principles in addressing a given problem (i.e., the student bases solutions evidence but theories and principles could be applied more rigorously). Been able to articulate arguments logically, clearly, and concisely. Has demonstrated some professional or creative air in responding to the assigned task. Grade C (Competent) The Student Demonstrates: A general understanding of the issues (i.e., some issues could be addressed or explained in greater detail. A few concepts might not be adequately understood). A fair understanding of the relevant theories and principles (i.e., relevant theories are identied but could be explained in more detail). Been able to identify and retrieve some relevant research regarding issues (i.e, could have made more use of sources). Been able to identify and apply some relevant theories and concepts (i.e., could be better applied). Been able to present a logical argument although more care could have been taken. Has met the requirements of the task assigned Grade D (Not Yet Competent) The Student Demonstrates: A basic understanding of some issues, but important issues are ignored or misunderstood. A limited understanding of relevant theories and principles. Been able to utilize only a limited amount of relevant research and information. Been able to identify some relevant theories but hasnt adequately applied them to the task. Arguments that need to be much better developed. Has attempted little more than the bare minimum response or assignment. 5

New Media Business course syllabus

Fall 2012 Semester USE OF BLACKBOARD SYSTEM: The policy of Syracuse University is that all assignments, grades, and course notices be given to students via the universitys online Blackboard system. Note: In case of class cancellations due to snow storms, illnesses, or other reasons, please check Blackboard the morning before each class. Punctuality In cases of bad weather or other events, the instructor might delay the start of a class ve to ten minutes after its schedule start time if he thinks that more students will be arriving. However, when there isnt any bad weather or other extenuating events, any student who arrives more than ve minutes after the scheduled start time of class should assume that the class will be underway and that this student will be marked as absent. So, if you are a student who knows that you will be late for a class, simply send the instructor a text or email message before the class. Submissions of assignments Assignments, take-home exams, and nal papers or projects may be submitted on paper or electronically (via Blackboard or as email attachments). Note: anything submitted electronically with a lename that does not include at least the students last name, will be marked down one half-grade! Never electronically submit anything that does not include your name in its lename. Food You may eat or drink in the classroom. The instructor assumes that you are capable of multitasking (such as eating while listening). However, any student who orders food to be delivered into the classroom must order and pay for enough for everyone in the class. Restrooms If you want to use the restroom at any time during class, simply do so. You dont need the instructors permission to leave the classroom for that reason. Mid-Class Break The instructor will try to provide a brief break approximately in the middle of each class, during which students can use the restrooms, purchase refreshments, or use telephones. Notebook computers and other electronic devices You may use computers and most other electronic devices in the classroom. The only exceptions are Sony PlayStation, Microsoft X-Box, and Nintendo Wii. (Angry Birds may be used only by those students who can name the applications country of origin). Mobile phones Mute your mobile phone when entering the classroom. You are permitted to receive calls provided that (1) the phone doesnt audibly ring and (2) that you leave the classroom before talking on your phone. The instructor trusts that you, as an adult, will use discretion deciding which calls are

New Media Business course syllabus

Fall 2012 Semester important enough to take (such as from potential employers) and those that are not. Likewise, if you remember that you have to make a phone call during class, make the call outside the classroom. If you need to receive or make a phone call during class, simply wave your mobile phone at the instructor to let him know. Social Media applications Students are permitted to post and tweet about the class while it is in session. However, you should know that the instructor might be monitoring what you post or tweet. If Youve Fallen Behind the Class If you feel that you are in jeopardy of not passing, or even of not graduating with grades high enough to be summa cum laude, contact the instructor, who will readily forgive and coach you. (He has been in that position when he was a student.) INSTRUCTORVin Crosbie is an adjunct professor of Multimedia, Photography, and Design and the Newhouse Schools senior consultant on Social and New Media and Curricula. He originated the schools New Media Business course in 2007 and has been teaching it every semester since. His expertise focuses on how and why new technologies are reshaping the media industries, the economics of media, and the content of media. During the 2010-2011 Academic Year, Professor Crosbie originated and taught the schools rst courses in Media Entrepreurship. One of the Newhouse Schools strengths is that many of its instructors are professionals who work directly in the media industries. Professor Crosbie has worked in those industries for more than 35 years, including 19 years consulting full-time about how and why new technologies are reshaping the media industries. Since 1996, he has been the managing partner of the media consulting rm Digital Deliverance LLC in Greenwich, Connecticut. His clients have included The Atlantic Monthly, the British Broadcasting Corporation, Gannett Company, The Independent of London, The Irish Times of Dublin, the Jerusalem Post, the Mail & Guardian of Johannesburg, McGraw-Hill, MediaNews Group, El Mundo of Madrid, the U.S. National Cancer Institute, The New York Times, Neue Zrcher Zeitung of Zurich, Playboy, PR Newswire, Scientic American, The Scotsman of Edinburgh, Monster.com, La Vanguardia of Barcelona, and New Yorks Village Voice. This semester, he will be moderating an international conference organized in Djakarta, Indonesia, by the Media Development Loan Fund, an organization that funds independent media in countries that have histories of repressive regimes. When the United States Congress held hearings during 2010 about the implosion of the American newspaper industry, Professor Crosbie was the rst

New Media Business course syllabus

Fall 2012 Semester person, only academic, and only media industry consultant the U.S. Congressional Research Bureau quoted its resulting report, The U.S. Newspaper Industry in Transition. The Paris-based World Association of Newspapers that year asked ten of the worlds top newspaper consultants for advice, and led its resulting executive research report, Charting the Course for Newspapers with Professor Crosbies strategy. And more than 400 Singaporean government ministers and media executives gathered in the Drama Centre of that nations National Library to hear Professor Crosbie give Singapores annual Media Lecture (introduced by Dr. Tony Tan, now the president of Singapore). Folio, the trade journal of the American magazine industry, called Professor Crosbie, The Practical Futurist. Editor and Publisher, the journal of the U.S. newspaper industry, devoted the Overview chapter of its executive research report, Digital Delivery of News: A How-To Manual for Publishers, to his work. And a team of speech professors from other universities chose his speech about New Media to the Broadcast Education Association to be one of the two dozen orations (including speeches by Barak Obama, George W. Bush, and Hilary Clinton) published in Representative American Speeches: 20042005. The fth generation of his family in the media business, Professor Crosbie is a former daily newspaper publisher, editor, and reporter, and former executive of News Corporation, Reuters, and United Press International. He snowboards, kayaks, bikes, sails, and holds a hang glider pilot rating. He has a commercial guide licenses from the U.S. National Forest Service; taught Alpine and Nordic skiing and Above-Treeline Winter Travel for the Appalachian Mountain Clubs headquarters; and has made ascents in the Alps, Andes, and Rockies during the past 40 years. He and his wife reside in Stamford, Connecticut, and in Spains Canary Islands. http://www.google.com/search?q=vin+crosbie OFFICE HOURSProfessor Crosbie gave up his Newhouse office in 2010. Nonetheless, he budgets four hours per week to meet with students in person outside the classroom. If a student or group of students wants to meet with him outside of the classroom, they should contact him via his university e-mail: vbcrosbi@syr.edu. He can then meet privately somewhere inside Newhouse or publicly outside Newhouse in nearby restaurants or cafes (in which cases he always picks up any bill). Because Professor Crosbie has no Newhouse office, he has no university telephone number. If a student needs to telephone him or meet with him via videoconference (Skype), please feel free to call or text his mobile phone at (203) 570-8905 or contact him via his personal email address (crosbie@well.com), hell then schedule an appointment. ACADEMIC INTEGRITY Syracuse University sets high standards for academic integrity. Those standards are supported and enforced by students, including those who

New Media Business course syllabus

Fall 2012 Semester serve as academic integrity hearing panel members and hearing officers. The presumptive sanction for a rst offense is course failure, accompanied by the transcript notation Violation of the Academic Integrity Policy. The standard sanction for a rst offense by graduate students is suspension or expulsion. Students should review the Office of Academic Integrity online resource Twenty Questions and Answers About the Syracuse University Academic Integrity Policy and confer with instructors about course-specic citation methods, permitted collaboration (if any), and rules for examinations. The Policy also governs the veracity of signatures on attendance sheets and other verication of participation in class activities. Additional guidance for students can be found in the Office of Academic Integrity resource: What does academic integrity mean? (http://academicintegrity.syr.edu/what-does-academic-integrity-mean/). Please also note this additional Newhouse School Rule: it is not permissible for any student to submit the same material, with substantially the same style, structure, or wording, to instructors in two or more courses. Persons with Disabilities If you believe that you need accommodations for a disability, please contact the Office of Disability Services (ODS) [disabilityservices.syr.edu], located at 804 University Avenue, room 309 or call 315 443 4498 for an appointment to discuss your needs and the process for requesting accommodations. ODS is responsible for coordinating disabilityrelated accommodations and will issue students with documented disabilities Accommodation Authorization Letters as appropriate. Since accommodations may require early planning and generally are not provided retroactively, please contact ODS as soon as possible. Our community values diversity and seeks to promote meaningful access to educational opportunities for all students. Syracuse University and the Newhouse faculty are committed to Your success and to supporting Section 504 of the Rehabilitation Act of 1973 as amended and the Americans with Disabilities Act (1990). This means that in general no individual who is otherwise qualied shall be excluded from participation in, be denied benets of, or be subjected to discrimination under any program or activity, solely by reason of having a disability. You are also welcome to contact your professor privately to discuss you academic needs although faculty cannot arrange for disability-related accommodations. Religious ObservancesSUs religious observances policy can be found at http:// supolicies.syr.edu/emp_ben/religious_observance.htm. SU recognizes the diversity of faiths represented among the campus community and protects the rights of students, faculty and staff to observe religious holy days according to their tradition. Students will be provided an opportunity to make up any examination, study or work requirements that may be missed due to a religious observance provided they notify the instructor before the end of the second

New Media Business course syllabus

Fall 2012 Semester week of classes. Note: Students who plan to observe a religious holiday this term must use the online notication process on http://myslice.syr.edu, which is available only during the rst two weeks of classes. FERPAThe Family Educational Rights and Privacy Act (FERPA) sets forth requirements regarding the privacy of student records. FERPA governs both the access to and release of those records, known as education records, and the information they contain. Under FERPA, the faculty has a legal responsibility to protect the condentiality of student records. For additional information about FERPA and SU's FERPA policy, see http://www.syr.edu/registrar/staff/ferpa or contact your school/college records office or the Registrar's Office (315-443-3535). #

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