THE MEDIA OF MASS COMMUNICATION 11th Edition John Vivian PowerPoint™ Prepared by Amy M. Carwile Texas A&M University at Texarkana This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Chapter 2: Media Technology Thematic Chapter Overview Media Technology Media Economics Media Future Media & Democracy Media & Culture Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Media Technology Technology Dependence Evolving Media Landscape Mass Communication Interpersonal Communication Evolving Media Landscape Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

What do the four primary technologies of mass communication have in common? What industries have been built around the different media technologies? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Printing Technology Movable Metal Type Gutenberg’s Impact Johannes Gutenberg Gutenberg’s Impact Scholarship Oral Traditions Languages Authorship Commercialization Pagination Religion Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Printing Technology (continued) Industrial Revolution Effects Vellum Pulp paper High-speed Presses Richard Hoe Paper Reels Typesetting Omar Mergenthaler & Linotype Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Printing Technology (continued) Print-Visual Integration Frederick Ives & halftone Steve Horgan & Daily Graphic Henry Luce Life National Geographic Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

How would your study habits be affected if your textbooks had no tables of content or indexes? What was the link between Gutenberg and the scientific revolution of the 1600s and the 1700s? And with the later Industrial Revolution? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Chemistry Technology Photography Movies 3-D: Next Big Thing? Joseph Níepce Mathew Brady Movies Persistence of vision Cameras Projectors 3-D: Next Big Thing? Willing to pay more for tickets? Annoying glasses? Will other delivery systems like TV catch on? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Chemistry Technology Applying your media literacy: Explain this assertion: Photography and words are not mass media but are essential for the media to exploit their potential. How does persistence of vision work in movies? How about in 3-D movies? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Electrical Technology Electricity as Transformational Electromagnetic Spectrum Telegraph Samuel Morse Wireless Granville Woods Heinrich Hertz Guglielmo Marconi Television Philo Farnsworth Image Dissector Recordings Phonograph Thomas Edison Emile Berliner Joseph Maxfield Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

How does the impact of Emile Berliner’s invention of the metal recording disk compare with Gutenberg’s printing press? What impact did the discovery of wireless communication have on society and globalization? How is persistence of vision employed differently in television and movies? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Current Technologies Orbiting Satellites Back to wires Geosynchronous orbit Arthur C. Clarke Telstar Uplink Downlink Back to wires Landline Ed Parsons Cable Television Fiber-optic cables Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Satellite television companies advertise they are available to homeowners anywhere in the United States as long as they have unrestricted access to the southern sky. Why south? What technologies transformed the sleepy small town cable television industry beginning in the 1970s? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Digital Integration Semiconductor Internet Origins Media Convergence Distribution Devices Distinction Production Democratization Cloud computing The cloud Apps Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

POINT Technological convergence is upending media infrastructures. The end is near for media industries that once had secure niches but which are now in direct competition with each other on the internet. COUNTERPOINT Media industries have always adapted to new technology and survived, indeed thrived. This adaption process probably is occurring now, although hard to perceive. Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

How has the semiconductor transformed modern life? And mass media? Is Tim Berners-Lee in the same league as Gutenberg? Edison? Marconi? Farnsworth? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Technology and Mass Communication Lasswell Model WHO says WHAT? In which CHANNEL? To WHOM? With what EFFECT? Values & Limitations of Models Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Technology and Mass Communication (continued) Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Technology and Mass Communication (continued) Point A Point B The telegraph moves the message from Point A to Point B. The sender controls the message. LINEAR COMMUNICATION Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Technology and Mass Communication (continued) Point A Messages go from a centralized Point A to a great many Point B’s. The sender controls the message. MASS COMMUNICATION Point B Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Technology and Mass Communication (continued) Every point in the network can send and receive messages. The recipient has access to every transmission point and controls what is received. WEB COMMUNICATION I J B H E C D F K G L M Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Thinking Critically What were the early effects of Gutenberg’s movable type on civilization? Can you speculate on what our culture would be like without Gutenberg’s invention? Photography and movies are both rooted in chemical technology, but one is a mass medium and one is not. Explain this statement: a photograph is to a book what a script is to a movie. Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Thinking Critically How did the introduction of systems for delivering mass messages with electricity and electronic technology affect society? Describe components that led to the creation and refinement of our latest mass medium, the internet. The digital technology underlying the internet changed industries that were built around older mass media. What must traditional media companies do to survive as we know them? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.