Electronic Media: Then, Now, and Later Norman J. Medoff and Barbara K. Kaye Medoff & Kaye Electronic Media 3/e Chapter 1

Opting Into Today’s Media Chapter 1 Opting Into Today’s Media Medoff & Kaye Electronic Media 3/e Chapter 1

Then: Electronic Media Origins (1 of 4) Communication is a fundamental human desire. Evolution of forms of communication: Smoke Semaphores Pigeons Human messengers Hieroglyphics Egyptian alphabet Pictographs Medoff & Kaye Electronic Media 3/e Chapter 1

Then: Electronic Media Origins (2 of 4) Technology Timeline Medoff & Kaye Electronic Media 3/e Chapter 1 © 2017 Taylor & Francis

Then: Electronic Media Origins (3 of 4) Evolution of forms of communication: Printing press (Gutenberg) One-to-many model (mass communication) Telegraph (Morse) and Telephone (Bell) One-to-one model Books and newspapers One-to-many model—became known as mass communication In mass communication: Feedback was possible, though limited Mass media use mechanical or electronic devices to deliver messages to mass audience Medoff & Kaye Electronic Media 3/e Chapter 1

Then: Electronic Media Origins (4 of 4) Radio telegraphy (Marconi) One to one; eventually one to many Television One to many Internet Paradigm breaker Medoff & Kaye Electronic Media 3/e Chapter 1

Then: Communication Models (1 of 3) Shannon and Weaver mathematical model of communication Medoff & Kaye Electronic Media 3/e Chapter 1

Then: Communication Models (2 of 3) Schramm and Schramm and Osgood models of communication Medoff & Kaye Electronic Media 3/e Chapter 1

Then: Communication Models (3 of 3) Broadcasting, newspaper model Internet/digital model Medoff & Kaye Electronic Media 3/e Chapter 1

Then: Regulation and Free Speech Influence of law and regulation on media industry First Amendment to the Constitution Provides for free speech Free flow of information vital to democracy The self-righting principle Limitations on electronic media Scarcity theory or scarcity principle Different protections for broadcasting; subscription-based electronic media; Internet Medoff & Kaye Electronic Media 3/e Chapter 1

Then: Listening and Viewing Behavior Cognitive effects Emotional effects Behavioral effects Influences on how we live our lives Radio Television Medoff & Kaye Electronic Media 3/e Chapter 1

Now: Mass Media Characteristics (1 of 2) Benefits of different media Audience One to many vs. one to one Time Asynchronous vs. synchronous Display and distribution Display: video, audio, text Distribution: how information is carried to receivers Internet audio ad video On demand, host/client Internet-connected Cable modem, DSL, Wi-Fi Medoff & Kaye Electronic Media 3/e Chapter 1

Now: Mass Media Characteristics (2 of 2) Interactivity Internet is interactive, but extent of interactivity varies. Radio and TV Broadcasts: feedback more than interactivity Digital technology allows contact and response Distance Transmission over short or long distances Different media better at reaching different distances Storage Housing large amounts of information Paper, DVD, flash drive, cloud, etc. Medoff & Kaye Electronic Media 3/e Chapter 1

Now: Why Digital? Digitization Translate analog signals into binary signals Most revolutionary innovation since printing press FCC required digital TV broadcasting in 2009. Satellite direct digital radio service XM Satellite Radio and Sirius Satellite Radio Merged in 2008 Digital terrestrial radio HD radio IBOC (in-band on-channel) Allows multiple channels on allotted frequency Medoff & Kaye Electronic Media 3/e Chapter 1

Now: Trends and Terminology Dramatic changes in past 20 years Telecommunications Act of 1996 Medoff & Kaye Electronic Media 3/e Chapter 1

Now: New Media and Old Media New media: easily accessible digital content Lines between new and old media are blurred Better to consider distribution system than whether content is analog or digital. New media delivery: digital and on demand TV Much broadcast content available via new media Radio Pandora, Spotify vs. streaming on broadcast station web site Medoff & Kaye Electronic Media 3/e Chapter 1

Now: Linear Listing vs. Recommendations and Random Access (1 of 3) Traditional broadcasting is linear Designed to attract and keep an audience New technologies allow video on demand Select any program, at any time Recommendations: social networks, program provider Integration: Vertical and horizontal Vertical integration: Owning areas at different positions on same production/distribution path Horizontal integration: Increasing number of outlets for a company’s content Medoff & Kaye Electronic Media 3/e Chapter 1

Now: Linear Listing vs. Recommendations and Random Access (2 of 3) Convergence Blurring of boundaries and platforms Deconvergence Separating print business from electronic media business Consolidation Concentrates media ownership Localism Medoff & Kaye Electronic Media 3/e Chapter 1

Now: Linear Listing vs. Recommendations and Random Access (3 of 3) It’s not called show art, it’s called show business Investors demand return on investment Stations are expensive; large audiences allow higher advertising rates Monetization Finding new revenue sources, especially when advertising revenue decreases Big data Much more rich than traditional ratings data, but requires more skill and resources to interpret Medoff & Kaye Electronic Media 3/e Chapter 1

Now: Audience Demographic Changes Increasing population in U.S. Increasing minority population How will these changes affect media and media programming? Medoff & Kaye Electronic Media 3/e Chapter 1

See It Later Disruptive technologies (Clayton Christensen) Technologies that displace an existing technology, or products that create a new industry Personal computers, email, innovations in personal media (music listening, viewing TV content), user- generated content Media literacy Accelerating change Moore’s Law Power of ideas and information being shared Medoff & Kaye Electronic Media 3/e Chapter 1

Questions to Ask about Studying Electronic Media How much time do you spend with media? Have your media use habits changed now that you’re in college? How familiar are you with pop culture icons, and where do you get your information about celebrities? What social benefit do you get from electronic media? Do you think electronic media are cultural ambassadors? Why do we know so much about media personalities? How do electronic media influence you? Are you different than college students years ago because of electronic media? Can studying electronic media help you in everyday life? Will studying electronic media help you in your career? Medoff & Kaye Electronic Media 3/e Chapter 1