Evolution of Media Ages

• These notes cover media and information literacy, communication models, types of communication, media literacy, information literacy, technology digital literacy, and the evolution of media from traditional to new forms.

Communication Models & Key Concepts

• Communication involves using words, sounds, signs, or behaviors to share information or ideas.
• It includes exchanging information and expressing feelings, leading to understanding.

Types of Communication

• Communications can be verbal or non-verbal.
• Non-verbal includes signs, symbols, colors, gestures, body language, and facial expressions.
• Verbal communication can be oral or written.

Shannon-Weaver's Communication Model (1948)

• This model includes a sender, encoder, channel, decoder, receiver, and feedback, highlighting the role of noise in communication.

Osgood-Schramm Model of Communication (1954)

• Emphasizes a circular model where communication is reciprocal, involving an interpreter, encoder, and decoder.

Berlo's SMCR Model of Communication (1960)

• This model focuses on the Source, Message, Channel, and Receiver, influenced by communication skills, attitudes, knowledge, social systems, and culture.

Lasswell's Communication Model (1948)

• Addresses who communicates what, in which channel, to whom, and with what effect.

Media and Information Literacy Terms

• Media Literacy: Analyzing and producing communication in various media.
• Information Literacy: Recognizing information needs and effectively using and communicating it.
• Technology/Digital Literacy: Using digital tools and networks to locate, evaluate, use, and create information.

Evolution of Media

• Prehistoric Age: Communication occurred before written history.

• Prehistoric Art: The earliest form of traditional media includes cave etchings, drawings of animals, and nature.

  • Art from the Stone Age includes petroglyphs (carvings/engravings) and pictographs (symbols representing words).

• Pre-Industrial Age: The period where factories and machines became more common.

• Industrial Age (18th Century in Great Britain):

• Used power-driven machines, leading to faster, cheaper printing with inventions like the steam press.

• Created the invention of the telegraph that aided viable communication.

• Electronic Age: Characterized by electronic components like sensors and microchips.

• Information Age: Gadgets and devices enhance functionality and comfort.

Media - Old and New

• New media is useful, but traditional media remains valuable and influential.
• Media choice depends on one's needs, interests, and lifestyle.

Roles and Functions of Media in a Democratic Society

• In colonial times, people were restricted from expressing ideas but now different media platforms allow the expression of opinions.
• Democracy allows welfare and protection of rights.

Key Media & Information Theories

• Media Richness Theory: (Richard L. Draft & Robert H. Lengel, 1980s) Communication can reproduce information.
• Information Processing Theory: Humans process information received, and is the same as how a computer analyzes what it receives from environment

More Media & Communication Theories

• Contingency Theory: (Joan Woodward, 1958) Argues the influence of technology and other variables in organizations.
• Media Naturalness Theory: (Nereu "Ned" Kock) Face-to-face is the most natural communication.
• Media Synchronization Theory: Requires people be present and available together.
• Channel Expansion Theory: Individuals choose communication based on experience with the media and the other person.

Information

• The oldest form may be cave paintings and the invention of steam powered newspaper printing.
• Mass circulation and access to information that gave citizens the ability to report current issues.

Media Types

• Print (newspapers, magazines, opinion journals)
• Broadcast (network TV, radio)
• Internet (blogs, Twitter, etc.)
• New media is computational & relies on computers.

Neuman's Perspective on New Media

• It blurs lines between interpersonal and mass communication, as well as public and private communication including altering geographic distance,
• Neuman says that it increases communication volume,speed, provides interactive opportunities
• Also allows overlap and interconnection.

Trends In Media

• Newspapers and TV declining, Internet rising (2009)
• The focus of website traffic relies on old media, and major TV news networks and newspapers have the bulk of audiences.

American Broadcast Media

• Privately owned
• Prioritized by dependence on ad revenue and big audiences.

How the Government Regulates Media

• The FCC was created in 1934.
• The past Fairness doctrine required broadcasters to give time to opposing views (no longer in effect).
• The equal time rule is any station that gives time to a candidate must make equal time available to an opponent.

Privately Owned Press

• Tends toward sensationalism at times.

Media Functions

• Reporting/interpreting the news, influencing opinions, setting political agenda, and gatekeeping.

Influencing Public Opinion

• Studies by Iyengar and Kinder focus on framing (emphasizing or deemphasizing in a story).

Sources of Media and Information

• Indigenous, Library, Internet and other options.

Sources: Indigenous Media

• Native; local; production originating in a region.

Indigenous Knowledge

• Knowledge unique to a culture or society; that is unwritten and that may define forms of media expression conceptualized for indigenous peoples.

Indigenous Media

• Folk or traditional media such as gatherings and social organizations
• This also includes direct observation, records (written, carved, or oral), and oral instruction

Information & Internet

• Evaluate Authorship, Publishing Body, Accuracy and Verifiability
• Currency using value and authority.
  • Consider reliability and timeliness.

Media Language

• A medium has its own language to communicate meaning.
• It uses familiar codes and conventions.

Media Language Details

• Visual: Based on visuals.
  • Includes variety of locations such as those in a music video.

Other Languages

• Aural media includes sound to generate text.
• Codes and Conventions make up codes and conventions.
• Visual/Aural language includes theme, characters, setting, narrative and plot, and sound.

Conventions & Codes

• "The formula for a genre is based on certain familiar narrative conventions".

Codes & Categories

• Codes create meaning and is divided into technical and symbolic categories.

Technical Codes - The Use of Equipment

• Camera work showcases how a character is feeling by showing angle, camera movements, and angle used in the picture.

Techniques

• Include extreme long shot, medium shot, close-up, bird's eye view, and worm's eye view. Camera movements include pan, tilt, zoom, dolly and handheld.
• Also focus is shifted to symbolic (inferences based on what the audience has seen/watched

Written Codes

• Way headlines and titles are shown to the reader.

Agenda Setting Function Theory

• (Maxwell McCombs & Donald Shaw, 1972): Instead of telling people what to think, media tells people what to think about.

1940s USA

• Originates due to the work of the researcher, Paul Lazarsfeld
• Elihu Katz and Bulmer refined this idea during the 70's.
• The central focus for their (media's) thinking was that audiences used the media to satisfy their needs.
• The concept means that audiences are active as those are texts that are open (to interpretation) and being read in different ways.

Concerns

• Includes cyber, cyberspace, cybercrime, cyberbullying, hacking, phishing, illegal downloading, digital piracy, and identity theft.
• This includes cybersex, child pornography, cybersquatting, copyright, plagiarism, and fair use

Legal & Ethical Issues

• Republic Act No. 10175 or Cybercrime Prevention Act of 2012 (Philippines) which addresses legal concerns regarding online interactions.
• Hacking modifies/alters computer elements accomplishing an unaccepted objective that is outside of a normal's reach.
• Digital Piracy copies/sells digital music, video, software as a digital means.
• Cyber Defamation is a false statement to harm the reputation of a person or company where two types are in question:
• libel (written) and slander (verbal).

Definitions

• Cybersex (computer or Internet sex), while child pornography is a form of child sexual exploitation.
• Cybersquatting is the illegal form that traffics Internet domain names, and copyright gives creators the "sole right" to publish and sell original work.

Fair Use

• The use of a copyright allowing the reproduction of materials without the owner's permission and or paying a fee.

Addictions

• Computer addition is an excessive computer use that interferes with daily life whereas a "Digital Divide" is a socioeconomic inequality in terms of access to technology.

Dangers

• Includes predators, viruses, texting or sexting and or illegal Activity and illegal downloads.