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

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

3. 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

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

5. 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

6. 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

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

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

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

10. 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

11. 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

12. 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

13. 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

14. 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

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

16. 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

17. 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

18. 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

19. 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

20. 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

21. See It Later Disruptive technologies (Clayton Christensen)
Technologies that displace an existing technology, or products that create a new industry
Personal computers, , 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

22. 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