Media and Its Evolution PDF

Media and Its Evolution Dr. Mohamed Hossam Ismail © Professor Dept. of Journalism Faculty of Mass Comm. Cairo University/MIU  Key Ideas Channels of communication Print Media Broadcast media Digital Media and the Internet Linear vs. nonlinear communication ...

Media and Its Evolution Dr. Mohamed Hossam Ismail © Professor Dept. of Journalism Faculty of Mass Comm. Cairo University/MIU  Key Ideas Channels of communication Print Media Broadcast media Digital Media and the Internet Linear vs. nonlinear communication  Media Media is the communication channels through which we distribute and publicize news, music, movies, education, promotional messages and other data to a large audience. The plural of medium  Communication Channels Print Media includes any printed material like newspapers, magazines and newsletters. Broadcast Media includes radio and television. Digital Media: Internet includes any online material like social media that includes TikTok, Facebook, Twitter, and Instagram; online news websites; online radio and TV channels, podcasting, and digital streaming services.  Rise of Mass Media: Print ▫ Printing technology began in the 15th century ▫ Movable type, Johannes Gutenberg, 1450 ▫ The printing press is a device that allows for the mass production of uniform printed matter, mainly text in the form of books, pamphlets and newspapers. ▫ It was developed in Europe in the 15th Century by Johannes Gutenberg and his invention of the Gutenberg press. ▫ Early 17th century—first newspaper in Europe/Germany ▫ Early 19th century—the Penny Press ▫ The Penny Press was the term used to describe the revolutionary business method of producing newspapers which sold for one cent. ▫ The Penny Press is generally considered to have started in 1833, when Benjamin Day founded The Sun, a New York City newspaper.  Impact of rise of print ▫ Invention of the printing press promoted literacy in Europe ▫ Printing the Bible ▫ Printing calendars and pamphlets ▫ Printing books for students ▫ Printing newspapers ▫ Printing research papers The development of Radio  Rise of Mass Media: Broadcast Milestones in Broadcast Media ▫ Radio became the first broadcast medium in the early 20th century (The Italian Marconi 1896).  For the first time in history communicators could broadcast a media message broadly. ▫ First television sets introduced to U.S. households in the 1940s. ▫ 1998—Digital TV broadcast began vs. Analog which increased the numbers of TV channels. The development of broadcasting basically changed patterns of media consumption by creating the possibility of a largely visual media experience.  Rise of New Media: Internet Originally the Internet was a tool of the United States department of defense, which allowed for the various nodes of the navy, air force and army to communicate ArpaNet -Advanced Research Projects Agency Network. Recent developments in new media resulted in a move away from the mass broadcast audience toward smaller, more specialized populations ▫ “Narrowcasting” which is sending messages to a selected small group of people (Is the name of our faculty still valid?!) The distinction between separate media channels is now blurred because of digital convergence. Increased interactivity between media users (audience) and contents (media messages).  Linear Vs. Non-Linear Communication Models In linear model, communication is considered one way process where sender is the only one who sends message and receiver doesn’t give feedback or response. The sender is more prominent in a linear model of communication. Historical Drawbacks: there was a feedback, but it is not simultaneous via newspaper letters. Reception is not flexible like watching a movie on MBC action. Development: Nowadays, TV channels receive phone calls and emails, but who cares?!  Sender is the person who sends a message after encoding. Encoding is the process of converting the message into codes compatible with the channel and understandable for the receiver (analogy of language: Imagine if I am speaking French and U only speak German?!). Decoding is the process of changing the encoded message into understandable language by the receiver. Message is the information sent by the sender to the receiver. Channel is the medium through which the message is sent. Receiver is the person who gets the message after decoding. Noise is the disruptions that are caused in the communication process in channel or in understandability of the message. The only important noise for Gen Z is buffering.  The Non-Linear Communication Model The sender channels a message to the receiver and the receiver then becomes the sender and channels a message to the original sender. This model has added feedback, indicating that communication is not a one way or a two way, but a multi-way process. Advantage: the feedback is instantaneous. Reception is flexible like watching a movie on Netflix, Yango Play or TOD. Linear Communication Non- Linear communication Has a beginning and an Is circular and flexible end Objective or subjective? Subjective (never 100% objective Lacking professional because of ownership and values like balance and financing pressures) accuracy It allows very limited Allows extensive feedback feedback Examples: Examples: Print Media Social Media Broadcast Media  In class activity ☺ Choose one medium you use regularly. Identify your specific channels of usage in the chosen medium. Relate to your usage as a target audience or media user. Instagram, accounts or pages of influencers.