TUNING IN TO

ELECTRONIC MEDIA
LEARNING OBJECTIVES
the origins of electronic media

current trends in electronic media

reasons to study electronic media
ORIGINS OF ELECTRONIC
MEDIA
The desire to communicate is a part of
being human. We have always needed to
express ourselves but it took a long time
before we could do so successfully.

The concept of mass communication
using media technology was
born in the 1400s with
Gutenbergs printing press.



ORIGINS OF ELECTRONIC
MEDIA
Finally in 1833 the
New York Sun
established itself as
the first daily
newspaper created for
the mass audience.
ORIGINS OF ELECTRONIC
MEDIA
The masses were now being reached by
print, but not yet by sound.

In the early twentieth century, Guglielmo
Marconi developed radio telegraphy,
which could send a signal from point to
point.
ORIGINS OF ELECTRONIC
MEDIA
Soon after radio telegraphy became
viable, other inventors produced a system
for transmitting the human voice and other
sounds, such as music.

Radio signaled the beginning of
broadcasting and eventually the start of
commercial electronic media
ORIGINS OF ELECTRONIC
MEDIA
Electronic media has traditionally been defined
as mass media delivered electronically

Radio enjoyed its place as the only
instantaneous and electronic medium for over 30
years

Radios stature changed after World War II,
when television broadcasting got off to a roaring
start
ORIGINS OF ELECTRONIC
MEDIA
Since the early 1950s, television has been
a media powerhouse, dominating the
national audience.

Television, in its many forms
broadcast, cable, satellite,
videocassette, DVD, and now online
has been the center point of media for
over 50 years.

ORIGINS OF ELECTRONIC
MEDIA
The Internet allows users to find
information, entertainment, and personal
communication and to do so easily for a
low cost.

Internet is a paradigm breakera medium
that defies previous models of electronic
media.
ORIGINS OF ELECTRONIC
MEDIA
Communication Technology Timeline
Trends and Terminology
The electronic media industry has changed
dramatically over the past 20 years

Some important issues in the field:
Convergence
Consolidation
Its not called show art, its called show
business

Trends and Terminology
Convergence
Convergence refers to the blurring of the boundaries
between the different types of electronic communication
media

With digital technology, you can use various media at the
same time over one device

Digitization has also changed how we read books

Trends and Terminology

So, are books still considered print media if
you can download them on your computer
or e-reader?
Trends and Terminology

Clearly, digitization and convergence have
blurred the lines that distinguish one
medium from another, such that the
traditional definitions of these media need
to be reevaluated.

http://electronicdesign.com/Blogs/SecondaryEmissions/tabid/732/entryi
d/134/Default.aspx
Trends and Terminology
Consolidation

Media companies are quite aware of how convergence
has changed the electronic media business.

So they are in the business of business consolidation.

Crossmedia ownership.

Trends and Terminology
Its not called Show Art,
Its called Show Business

Media consumes think that the sole purpose of the
media is to entertain them, the harsh reality is that
stations are on air to make money.
Trends and Terminology
Its not called Show Art,
Its called Show Business

When broadcasting stations were small, privately held businesses they
made interesting programming for their dedicated audience.

But then the media became much more competitive and the business
model emphasized profits.

Ownership groups are publicly held
Trends and Terminology
Monetization
Media companies are faced with the challenge of
reaching their target audience that is distracted
by other entertainment outlets.

Electronic media companies are scrambling to find
ways to make up for lost advertising revenue by
attempting to monetize content or generate
revenue from the new delivery systems
CURRENT AND FURUTE
INFLUENCES
User generated content/ Desktop production:
Audiences are now generating their own content and displaying it on the
Internet to potentially millions of users. This trend resulted directly from
changes in technology.

Phenomenon of YouTube

Change in the video production process

Ease in producing and displaying homemade video is causing networks and
cable channels to rethink their scheduling and programming strategies.

Greater media literacy.

CURRENT AND FURUTE
INFLUENCES
Blogs
A web-based journal of a person's thoughts. The blog can be a running
commentary on diverse topics.

Blogs often contain links to other websites or other blogs and in some
cases allow readers to comment on the original postings.

Can lead to a blog storm or blog swarm in which an eruption of opinion
results in a large number of user postings.

TV program producers, networks and local stations are incorporating
blogs to enhance communication with their audience.

Build a relationship with viewers who have turned away from traditional
media outlets.


CURRENT AND FURUTE
INFLUENCES

Social Networks
Both social networks and blogs allow one-to-one and one-to-many
communication, such that people from all over the world can find out
about the lives and opinions of individuals.

These innovations encourage the audience to contribute to the
communication process.



CURRENT AND FURUTE
INFLUENCES
Email / Instant Messaging

the Internet provides an inexpensive, quick, and efficient means for
keeping in close (and sometimes constant) communication with
others.

Electronic person-to-person communication via e-mail has
revolutionized our whole social structure and the way we
communicate with one another.


CURRENT AND FURUTE
INFLUENCES
Downloading movies and music

Portable media devices have changed our music listening habits.

Nifty little media devices also store full-length feature films.

Bit Torrent provided a practical way of downloading very large files.

Bit Torrent is most worrisome to those involved in TV program and
motion picture production and distribution.


CRITICAL THINKING


Do you guys download music and movies
from file sharing websites free of cost?


CRITICAL THINKING

What kind of ethical questions does it
raise?


CURRENT AND FURUTE
INFLUENCES
These applications enable sharing and
relationship building, while allowing users
to both customize and contribute to the
communication experience.

These applications are challenging
broadcasters and other traditional
businesses to better engage their
audience, users and clients
The Consumer Centric Cosmos
Technology has empowered the consumer
as never before

In the digital era the future is one in which
consumers watch or listen to what they
want to watch, when they want, at any
time they want, on any device
Effects of Electronic Media
Cognitive effects

Electronic media bring a flood
of information to us.

We are more knowledgeable
about the world

We gain insights into topics
that we would never
experience on our own.

Effects of Electronic Media
Emotional effects
Electronic media give us information that may influence our
attitudes.

Behavioral effects
The electronic media can persuade
us to change our behavior
or induce us to action.

Effects of Electronic Media
As a result of an advertisement, I am
aware that a business exists. What type of
effect is this?
CRITICAL THINKING
Are we different than our parents or
grandparents because we have used so
much electronic media?

Do electronic media have a quick and
direct effect on us or a slow, subtle,
cumulative effect?

CRITICAL THINKING
Contemporary digital media equipment sets young
people apart from older people

Young people are constantly connected and available to
their peers and to the world.

They are comfortable at multitasking.

They expect change and innovation at a much faster
pace than people who grew up with traditional analog
media.