Media and Its Evolution Quiz

Media and Its Evolution

• Media are communication channels used to distribute news, music, movies, education, and promotional messages to a large audience.
• The plural of "medium" is "media."

Key Ideas

• Communication channels include print media, broadcast media, digital media (the internet), and the difference between linear and non-linear communication.

Communication Channels

• Print Media: Includes newspapers, magazines, and newsletters.
• Broadcast Media: Includes radio and television.
• Digital Media: Includes online material like social media (TikTok, Facebook, Twitter, Instagram), online news websites, online radio and TV channels, podcasts, and digital streaming services.

Rise of Mass Media: Print

• Printing technology emerged in the 15th century.
• Johannes Gutenberg invented movable type in 1450, leading to the printing press.
• The printing press allowed mass production of uniform printed materials, mainly text in books, pamphlets, and newspapers.
• The first newspaper in Europe/Germany appeared in the early 17th century.
• The Penny Press, starting around 1833 with Benjamin Day's The Sun newspaper, revolutionized newspaper publishing, selling for one cent.

Impact of Rise of Print

• The invention of the printing press promoted literacy in Europe.
• Printed materials like the Bible, calendars, pamphlets, and textbooks became widely available, impacting education and cultural development.

The Development of Radio

• Radio is a key broadcast medium.

Rise of Mass Media: Broadcast

• Radio was the first broadcast medium (Italian Marconi, 1896).
• This was a significant advancement in communication history.
• Television sets became common in U.S. households in the 1940s.
• Digital TV broadcast replaced analog systems in 1998, increasing the number of TV channels.
• Broadcast media created a largely visual experience for media consumption.

Rise of New Media: Internet

• Originally, the internet was a tool for the U.S. Department of Defense to facilitate communication between various branches.
• The internet allowed for communication between military nodes.
• Arpanet, the Advanced Research Projects Agency Network, was an important development in the internet's early history
• Recent developments moved away from the mass broadcast media audience to smaller, specialized audiences.
• "Narrowcasting" is the practice of sending messages to a specific group of people.
• The distinction between media channels is blurred due to digital convergence.
• Interactivity between media users and content has increased.

Linear vs. Non-Linear Communication Models

• Linear Model: Communication is a one-way process where the sender transmits a message; the receiver has no immediate feedback.
• Non-Linear Model: The sender and receiver exchange messages, creating a multi-way communication process with instant feedback.

Elements of Communication

• Sender: The individual initiating the message following encoding.
• Encoding: Transforming a message into a form suitable for the communication channel.
• Message: The information transmitted.
• Channel: The medium used for transmission (e.g., print, radio, internet).
• Receiver: The person who receives the message following decoding.
• Decoding: Converting the message back into a meaningful form.
• Noise: Any interference disrupting effective communication.

Non-Linear Communication Model

• Feedback is instantaneous.
• The model is circular and flexible.

Comparison between Linear and Non-Linear Communication

• Linear communication has a clear beginning and end, whereas non-linear communication is continuous.
• Linear communication is observed in print and broadcast media, while non-linear communication is observed today in social networking sites.
• Linear communication is typically objective but can include subjective biases from ownership, financing, or other pressures.
• Non-linear communication is often subjective but lacking professional standards (e.g., balance and accuracy).
• Linear communication has limited feedback, while non-linear communication offers extensive feedback.

In-Class Activity

• Students should select a preferred medium.
• Students should identify specific usage channels within the medium.
• Students should analyze usage patterns in the chosen medium, highlighting audience/user roles.
• Example channels to consider are social media accounts or influencer pages.