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[iamvictorhan-blog]

Media Evolution

A concise introduction to the evolution of communication media, past, present, and future, this book is unique in that it treats both mass media—radio, television, and print—and interpersonal media—telephony, computer communication, and new technologies. The first part of

The Evolution of Media

describes the history and development of media technology. The second and third parts of the book develop a taxonomy for media and compare their technological requirements, applications, and other significant elements. The fourth part presents a simple methodology to help predict the success of new media products and services, using sample analyses to illustrate the process.

The Evolution of Media

is a useful supplement for foundational courses in mass communication and communication history, as well as a primer for anyone interested in understanding the big picture of communication media.

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the media

Print Media

Early news was presented to local populations through the print press. While several colonies had printers and occasional newspapers, high literacy rates combined with the desire for self-government made Boston a perfect location for the creation of a newspaper, and the first continuous press was started there in 1704.[1]

Newspapers spread information about local events and activities. The Stamp Tax of 1765 raised costs for publishers, however, leading several newspapers to fold under the increased cost of paper. The repeal of the Stamp Tax in 1766 quieted concerns for a short while, but editors and writers soon began questioning the right of the British to rule over the colonies. Newspapers took part in the effort to inform citizens of British misdeeds and incite attempts to revolt. Readership across the colonies increased to nearly forty thousand homes (among a total population of two million), and daily papers sprang up in large cities.[2]

Although newspapers united for a common cause during the Revolutionary War, the divisions that occurred during the Constitutional Convention and the United States’ early history created a change. The publication of the Federalist Papers, as well as the Anti-Federalist Papers, in the 1780s, moved the nation into the party press era, in which partisanship and political party loyalty dominated the choice of editorial content. One reason was cost. Subscriptions and advertisements did not fully cover printing costs, and political parties stepped in to support presses that aided the parties and their policies. Papers began printing party propaganda and messages, even publicly attacking political leaders like George Washington. Despite the antagonism of the press, Washington and several other founders felt that freedom of the press was important for creating an informed electorate. Indeed, freedom of the press is enshrined in the Bill of Rights in the first amendment.

Between 1830 and 1860, machines and manufacturing made the production of newspapers faster and less expensive. Benjamin Day’s paper, the New York Sun, used technology like the linotype machine to mass-produce papers. Roads and waterways were expanded, decreasing the costs of distributing printed materials to subscribers. New newspapers popped up. The popular penny press papers and magazines contained more gossip than news, but they were affordable at a penny per issue. Over time, papers expanded their coverage to include racing, weather, and educational materials. By 1841, some news reporters considered themselves responsible for upholding high journalistic standards, and under the editor (and politician) Horace Greeley, the New-York Tribune became a nationally respected newspaper. By the end of the Civil War, more journalists and newspapers were aiming to meet professional standards of accuracy and impartiality.[3]

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traditional to new

Can you spot the difference between new media and traditional media? The traditional media consists of prints and broadcasts such as newspapers, magazines, radio broadcasting books and CDs etc. On the other hand, social media, which grows with technology, includes the use of Twitter, social networks as well as blogs -using internet as a platform. Not only has advanced technology facilitated internet consumption, it has also promoted new media to the extent that majority now believe new media will one day succeed traditional media. New media has the foundations of traditional media in serving the same purpose, similar procedures in gathering information and sharing the same audiences; however, it may succeed traditional media due to the differences in the freedom of speech, coupled with social networking services entitled to users and the hastened speed broadcasting.

The purpose of new media is very much built on the traditional media. Both new media and traditional media have the same objective – to keep you informed. It does not matter if you read a newspaper or magazine, or even webzines, also known as e-newsletters. Both media platforms serve to provide news and articles to inform you of the happenings around the world. Books you find in libraries and online communities like Wikipedia offer you bits of facts for your general knowledge, providing basic knowledge on certain topics. We are also alerted about fashion trends through both media platforms. The television programme, Entertainment Channel, is no different from the fashion website, Chictopia, in providing insights to the latest fashion trends. (The People’s Fashion Destination – Chictopia, 2010) Besides global news, the information both new media and traditional media provides extends to advertisements as well. Both media platforms provide advertorial information for readers of prints, broadcasts and the online community. When you flip through a consumer magazine, you will notice advertisements on jewellery, cosmetics and even clothes on different pages. Similarly, banners and pop-ups on various websites you visit are methods of advertisements on the internet.

Even though advertisements account for 70% of the revenue produced by newspapers, there has been a declined in the printing of newspapers due to lack of advertisements. (G. E. Belch & M. A. Belch, 2004, p. 392) The truth is technology has made internet a better alternative for marketing and advertising. Thus, companies tend to use internet platforms over print or broadcast media to achieve branding. Based on website Clickz, each one of us receives an estimate of 5000 commercial messages daily. (Massey, 2010) However, it is impossible to view 1000 advertisements from the number of newspapers or magazines that we read, inclusive of advertisements on televisions and radios. Therefore, new media might exceed old media with the use of technology, as can be seen from the ease of advertising.

Another similarity in traditional media that extends to new media is the tedious method of gathering information, drafting and proofreading. In order for the newspaper readers and e-newsletter viewers to obtain only the correct news, newspaper companies engage reporters, journalists and editors in order to print a factual article without mistakes. (U.S. Bureau of Labour Statistics, 2010) Similarly, to uphold reputation as well as to ensure that the electronic sources tally with the printed media, a piece of article has to go through the same procedure in order to be published. (Simmons, 2009) The strenuous practice of gathering information is also used in broadcast media to produce drama serials and videos of new media. Television programmes and videos posted online require many takes and much editing for the final product. (Duncan, 2010) Television series as well as short clips online from BBC News, National Geographic etc, have to go through a long process of inspection before it is ready to be broadcasted on air or uploaded on their websites. In an interview on George Negus Tonight, it was estimated that a television advertisement may take up to three months, requiring 100 people. The process includes generation of concepts, pitching the idea, developing a script and writing a storyboard before filming can take place. (George Negus Tonight, 2003)

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my life

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everyday

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