Media Development Evolution of the Mass Media Industries

Media Adoption

Technology Adoption Diffusion of Innovations

Media Lifecycle Innovation Penetration Peak Decline Adaptation

Media Lifecycle Innovation Penetration Peak Decline Adaptation

Medium Penetration Innovation Penetration Peak Decline Adaptation Supervening Social Necessity

Medium Peak Innovation Penetration Peak Decline Adaptation Observation, Trial, Price

Medium Decline Innovation Penetration Peak Decline Adaptation New Media, Changing Needs

Medium Adaptation Innovation Penetration Peak Decline Adaptation Complement, Re-Focus

Medium Innovation Innovation Penetration Peak Decline Adaptation New Media Eat Old Media

Newspapers Innovation –1500s, colonial U.S., Penetration –cheap paper, rotary press, 1870s Peak –1920, advertising, cheap news Decline –1930s, radio, magazines, speed & richness Adaptation –localized, consolidated, integrated Innovation Penetration Peak Decline Adaptation

Film Innovation –1890s, alternative to live entertainment Penetration –early 1900s, star system, small theatres Peak –1930s-’40s, talkies, vertical integration, color Decline –1950s, TV, studio divestment, suburbanization Adaptation –TV films, exports, blockbuster Innovation Penetration Peak Decline Adaptation

Radio Innovation –1900s, Marconi, ship-to-shore Penetration –1920s, commercial broadcasting, 500 stations Peak –1940s, WWII, immediacy, music & culture Decline –1950s, TV, hi-fi, Cold War expansion Adaptation –car radio, specialization, local, automated Innovation Penetration Peak Decline Adaptation

Television Innovation –1930s, 1940s VHF Penetration –1950s, adaptation of NTSC, commercial broadcasting Peak –1960s , color, 1980=99.5%, “reality,” pop culture Decline –late 1990s? cable, Internet, video games, distrust & fatigue Adaptation –sports & spectacle, integrated media Innovation Penetration Peak Decline Adaptation

Internet Innovation –late 1960s, ARPANet, DOD, accessible, sharing, Penetration –early 1990s, , WWW, commercial infrastructure Peak –2010?, e-commerce, global communication, new social structures Decline –??? Adaptation Innovation Penetration Peak Decline Adaptation