1. THE MEDIA OF MASS COMMUNICATION 11th Edition John Vivian
PowerPoint™ Prepared by Amy M. Carwile
Texas A&M University at Texarkana
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2. Chapter 2: Media Technology
Thematic Chapter Overview
Media Technology
Media Economics
Media Future
Media & Democracy
Media & Culture
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3. Media Technology Technology Dependence Evolving Media Landscape
Mass Communication
Interpersonal Communication
Evolving Media Landscape
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4. What do the four primary technologies of mass communication have in common?
What industries have been built around the different media technologies?
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5. Printing Technology Movable Metal Type Gutenberg’s Impact
Johannes Gutenberg
Gutenberg’s Impact
Scholarship
Oral Traditions
Languages
Authorship
Commercialization
Pagination
Religion
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6. Printing Technology (continued)
Industrial Revolution Effects
Vellum
Pulp paper
High-speed Presses
Richard Hoe
Paper Reels
Typesetting
Omar Mergenthaler & Linotype
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7. Printing Technology (continued)
Print-Visual Integration
Frederick Ives & halftone
Steve Horgan & Daily Graphic
Henry Luce
Life
National Geographic
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8. 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?
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9. 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?
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10. 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?
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11. 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
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12. 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?
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13. 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
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14. 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?
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15. Digital Integration Semiconductor Internet Origins Media Convergence
Distribution
Devices
Distinction
Production
Democratization
Cloud computing
The cloud
Apps
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16. 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.
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17. How has the semiconductor transformed modern life? And mass media?
Is Tim Berners-Lee in the same league as Gutenberg? Edison? Marconi? Farnsworth?
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18. Technology and Mass Communication
Lasswell Model
WHO says WHAT?
In which CHANNEL?
To WHOM?
With what EFFECT?
Values & Limitations of Models
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19. Technology and Mass Communication (continued)
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20. 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
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21. 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
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22. 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
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23. 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.
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24. 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?
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