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Their licenses helped make this book open to you. helps people like you help teachers fund their classroom projects, from art supplies to books to calculators. We live in the media-saturated world and rely over a variety of old and new media for information, entertainment, and connection. The beginnings of marketing and mass communication turn back 560 years towards the Р‘print revolutionР‘ that took place in Europe from the fifteenth century. As we progressed with the centuries, mass communication evolved from a mechanical process to electronic transmission, which paved the way with the digitized realm of today. While technological advances are a crucial part on the narrative regarding media, the results of media will also be important to consider. In this chapter, we'll discuss some functions and theories of mass communication and some in the key ethical the process of media and communication. Summarize the technological advances from the print, audiovisual, and Internet and digital media ages. Identify key outcomes of various media on society. Discuss how media adapt as new kinds of media are invented and adopted. It is just through technology that media can exist. While our interpersonal interactions are direct, our interactions with marketing messages are indirect, when they require technology or even a Р‘third partyР‘ to facilitate the link. As youР‘ll recall from Chapter 1 Introduction to Communication Studies, mass communication involves transmitting messages to several people through print or electronic media. While actually talking to someone of a movie you simply watched is interpersonal communication, watching the Academy Awards using a network maybe in clips within the Internet is mass communication. In this section, we're going to trace enhancing various sorts of technology that ended in new channels media of communication and overview the functions of some with the most common advertising. As we trace the creation of different forms of newspaper and tv, become aware of how technologies and competition among various media formats made media messages more interpersonal and personalized. In short, the marketing that served large segments with the population with limited messages evolved into micromedia that serve narrow interest groups. Charles C. Self, Edward L. Gaylord, and Thelma Gaylord, Р‘The Evolution of Mass Communication Theory inside the 20th Century, Р‘ The Romanian Review of Journalism and Communication 6, no. 3 2009: 29. The brief discussion here of those recent alterations in how media be employed in our lives are going to be expanded more from the following chapter on new media and communication. It can also be interesting to notice the speed with which technologies advanced. As we move better our current digital era of media, we are able to see that new media formats are invented then made accessible to people faster than media that came before. For example, whilst it took 17 The printing press and subsequent technological advances relevant to paper manufacturing and distribution led on the establishment of print as the primary mass medium. While the capability to handwrite manuscripts and also reproduce them existed ahead of the print revolution, such processes took major time and skill, making books and manuscripts not affordable for nearly anyone in society except one of the most privileged and/or powerful to obtain. And in spite of the advent of several forms of newspaper and tv, print remains important as being a channel for information and since an industry. For example, within the United States, about 3.1 billion books, 1, 400 daily newspapers, and 19, 000 magazines are published 12 months. Marshall T. Poe, A History of Communications: Media and Society on the Evolution of Speech on the Internet New York: Cambridge, 2011, 133. LetР‘s now look back at the way you progressed from chatting with print and trace the birth on the first mass medium. The Р‘ manuscript age The quantity of human history that immediately predated the appearance of marketing and began around 3500 BCE while using introduction of written texts and lasted before printing revolution of 1450 CE. Р‘ would be the period in human history that immediately predated the appearance of advertising and began around 3500 BCE together with the introduction of written texts and lasted before the printing revolution of 1450 CE. Marshall T. Poe, A History of Communications: Media and Society on the Evolution of Speech to your Internet New York: Cambridge, 2011, 73. Of course, before writing emerged to be a form of expression, humans drew cave paintings and created sculptures, pottery, jewelry, and other varieties of visual expression. The spread of writing, however, being a means of documenting philosophy, day to day life, government, laws, and business transactions would have been a necessary precursor for the print revolution. Physical and technical limitations on the time prevented the written word from transforming into a ma The German blacksmith and printer Johannes Gutenberg, often cited because the inventor from the printing press, didnР‘t actually invent much, as most from the technology was required to print, like movable type, already existed together with been in use for quite a while. In fact, the mass reproduction and distribution of texts began in East Asia around 700 CE, over 700 years before Gutenberg, because Chinese used a wood-block printing solution to mass produce short Buddhist texts. Marshall T. Poe, A History of Communications: Media and Society on the Evolution of Speech for the Internet New York: Cambridge, 2011, 103Р‘5. However, GutenbergР‘s use of any press to mash the paper resistant to the typeset, as opposed for the Chinese technique of manually rubbing the paper resistant to the typeset, made the method faster plus much more effective. Additionally, the increase of printing in East Asia didnР‘t be a Р‘print revolution, Р‘ for the reason that audience with the texts am limited, given low literacy rates. Although the technology necessary to print mass quantities of text had existed for quite a while, increasing literacy rates in Europe created more of the demand for printed text, which led on the Р‘print revolution.Р‘ Increasing literacy rates in Europe inside the two centuries before Gutenberg undoubtedly contributed to your success of his printing efforts, since literacy results in a market for printed texts. The impact from the printing press, as shown Europe by Gutenberg beginning with his first printing shop in 1439, mustn't be underestimated. His press helped usher from the Age of Enlightenment along with the Scientific Revolution that swept Europe over the 1600s. This spread was aided by aristocratic and religious leaders who turned on the printing press like a way to both spread Christian thought and try to improve society by educating individuals. In 1454, GuttenbergР‘s famous forty-two-line Bible was the 1st book that has been mass produced by modern methods rather than transcribed manually ,, which have been the practice for countless years. With this, the Р‘ print age The period that extended from 1450 to 1850 and marked the birth and rise on the first mass medium. Р‘ began, which extended from The explosion of printing following 1450 definitely proves that print was the very first mass medium. Books The earliest way of communication to become distributed towards the masses, which generated significant cultural and social transformation. with the time were often shorter than today, nonetheless they were still the earliest way of communication to become distributed to your masses, which triggered significant cultural and social transformation. Between 1454 and 1500, 30, 000 books and pamphlets were published in Europe. In the 1500s, between 150, 000 and 200, 000 separate titles were printed. Remember, these numbers represent each separate book instead of the total copies of the of those titles which were printed. The total variety of copies is a bit more staggering. Between 1450 and 1500, 20 million individual books were printed. During the 1600s, between 150 and 200 million books were printed in Europe. Given that EuropeР‘s population back then was only 78 million, thatР‘s three or more books for every single perso The printing and distribution of books generated cultural transformation, in the same way radio, television, as well as the Internet did. The rise of literacy and also the availability of literature, religious texts, dictionaries, along with other reference books allowed people to know things by themselves, distinguish themselves from others as to what they read and whatever they knew, and figuratively travel beyond their highly localized lives along with other lands and routines. Before this, people trusted storytellers, clergy, teachers, or some other leaders for information. In this way, people might only be exposed with a few sources of information on their lives plus the information conveyed by these sources may very well be limited and distorted. Remember, merely a select population group, usually elites, had use of manuscripts along with the ability to see them. Publishers still acted as gatekeepers, just as marketing outlets do today, which limited this article and voices that circulated about the new medium. But even though, the w Demand for books quickly expanded within the United States from the late 1700s and early 1800s. Technological advances inside the manufacturing of paper and cheaper materials for binding booksР‘one example is, using cloth covers as an alternative to leatherР‘helped lessen the cost of books. Dime novels were very popular inside United States inside the mid to late 1800s. These books, otherwise known as pulp fiction, had content that had been appealing to mass audiences who enjoyed dramatic, short fiction stories. During this time, publishing became more competitive and profit drivenР‘characteristics that still apply on the industry today. While radio and magazines flourished in the primary half from the twentieth century, the publication industry didnР‘t fare at the same time. Many people considered these new media over books, since radio and magazines were generally cheaper and provided more timely details about major world events much like the World Wars along with the Great Depression. The book industry today caters with a variety of audiences and markets. The following are the foremost divisions of book publishing in addition to their revenue from 2009, which could be the most recent Census data available: Р‘Table 1137, Book PublishersР‘ Net Shipments: 2007 to 2010, Р‘ United States Census, accessed September 20, 2012, Textbooks KР‘12 and collegeР‘9, 891, 000, 000 ChildrenР‘s booksР‘2, 522, 000, 000 Reference booksР‘625, 000, 000 Professional, technical, and scholarly booksР‘3, 838, 000, 000 Adult fiction, nonfictionР‘5, 862, 000, 000 These numbers show that the ebook industry remains to be generating much revenue, but books, like other varieties of media, experienced to accommodate changing market forces and technologies. Whereas local bookstores used to become the primary strategies by which people acquired new and used books, the event of chain bookstores as well as the advent of online book purchasing have led to your dramatic decline in local and independent booksellers. Well-known independent bookstores in larger citiesР‘one example is, Tattered Cover in Denver, Colorado; PowellР‘s Books in Portland, Oregon; Strand Book Store in New York City; and Left Bank Books in St. Louis, MissouriР‘compete against national chains to get customers. The closure of nearly 300 Borders bookstores this year after the company filed for bankruptcy also demonstrates even chain bookstores are struggling. In terms of technological changes, many book publishers have embraced e-books from the past few years like a way to conform to new digital media and de Newspapers The first medium to serve because chronicle of daily life these days, providing regular coverage of events, both historic and mundane, and allowing us to master about current events outside our community and country., in excess of books, serve as being the chronicle of daily life in these times, providing regular coverage of events, both historic and mundane, and allowing us to master about current events away from our community and country. While radio, television, and on the internet news serve that function for most of us now, newspapers were the very first mass medium to accumulate and disseminate such information. The first regularly weekly published newspaper emerged in Paris in 1631, yet others popped up in Florence, Rome, and Madrid in the next many years. The first daily newspaper was published in Leipzig, Germany, in 1660. In just a little spanning a hundred years, inside the late 1700s, large European cities like London and Paris had about 2 hundred newspapers, some published daily, so Timeline of Events in Newspaper Publishing James Breig, Р‘Early American Newspapering, Р‘ Colonial Williamsburg Journal Spring 2003, accessed September 20, 2012, ; Richard Campbell, Christopher R. Martin, and Bettina Fabos, Media Culture: An Introduction to Mass Communication, 5th ed. Boston, MA: Bedford St. MartinР‘s, 2007, 274Р‘230. 1690. First newspaper in North America is published in Boston. Due to its anti-British tone, it truly is banned after the primary issue is printed. 1704. The Boston News-Letter may be the first newspaper inside the colonies to become published regularly. Its submissions are not timely, since its concentrate on European events means the info is weeks to months old from the time it truly is published. 1721. James Franklin, Benjamin FranklinР‘s older brother, publishes the New England Courant in Boston, which suits business and political leaders. 1729. Benjamin Franklin runs the Pennsylvania Gazette, and that is well respected with the quality of the contents as well as generates revenue through advertisements. 1784. The first daily newspaper is published within the United StatesР‘ The Pennsylvania Packet and Daily Advertiser. Р‘Today in History: September 21, Р‘ The Library of Congress: American Memory, accessed September 20, 2012, 1833. Benjamin Day, founder in the New York Sun, changes the pricing, distribution, and content of newspapers by cutting the cost on the paper to 1 penny per issue and selling them individually for the streets and through vendors in lieu of through subscriptions, that happen to be cost prohibitive for most people. The Sun focuses on Р‘human-interest stories, Р‘ which attracts readers and begins an outburst of other competing Р‘penny papersР‘ by using a similar model. 1848. The Associated Press is made when six New York City papers accept to share incoming information from dispatched reporters and also other news sources miles away. The news is transmitted through telegraph and also other cable/wire servicesР‘the label Р‘wire serviceР‘ or Р‘news wireР‘ continues to be used today. Late 1800s. Many newspapers practice Р‘yellow journalismР‘ to become competitive, meaning they publish sensational news such things as scandals and tragedies and make use of attention-getting with regards to size and wording headlines to get customers. The New York Times actually starts to distance itself from yellow journalism so it helps to usher inside a period of more factual and rigorous reporting and also a split between objective and tabloid publications that begins inside the early 1900s and continues today. 1955. The Village Voice is published in Greenwich Village, New York, which marks the beginning from the rise of underground and alternative newspapers. 1980. The Columbus Dispatch could be the first newspaper to share content online. 1982. USA Today is launched, which challenges long-standing newspaper publishing norms and adopts a far more visual style. The size, layout, utilization of color and images, and content articles are designed to seduce a new newspaper audience, one accustomed to watching television news. 1998. The Drudge Report, a web-based gossip and news aggregation site, gains national attention in the event it breaks a narrative about Newsweek magazine delaying the publication of an story about then-president ClintonР‘s affair with intern Monica Lewinsky. Tony Rogers, Р‘Website Profile: The Drudge Report, Р‘, accessed September 20, 2012, Although online news sites have been established for years, this marks the beginning from the rise of Internet-based news gathering and reporting by those with little to no trained in or knowledge about journalism. Traditional journalists criticize this practice, but such news outlets attract countless readers and to change the best way we think about precisely how news is gathered and reported and the way you get our news. Newspapers have faced many challenges in recent decadesР‘namely, the increase of Internet-based news, leading with a major decline in revenue and readers. In recent years major papers such as Rocky Mountain News have gone outside of business completely, and others such as the Seattle Post Intelligencer have switched to online-only formats. Additionally, major newspapers such as the Chicago Sun Times along with the Minneapolis Star Tribune have declared bankruptcy on account of heavy debt burdens. Paul Grabowicz, Р‘The Transition to Digital Journalism, Р‘ UC Berkeley: Knight Digital Media Center, September 8, 2012, accessed September 20, 2012, /tutorials/digital-transform/print-editions-decline. To deal with these financial issues, papers have let go employees, cut practical information on reporters, closed international bureaus, eliminated rural or distant delivery, reduced frequency of publication, and contracted out or partnered on content. This last strategy received national attention recently if this was Although newspapers were the primary record of daily life inside the United States, magazines The first national mass medium, reaching people all in the growing United States in the late 1700s and in to the 1800s. were the primary national mass medium, reaching people all on the growing nation in the late 1700s and into your 1800s. Although the reach of magazines made them the initial national medium, these people were generally unsuccessful, as well as the content in the early magazines had not been highly regarded. Magazine publishers were built with a difficult time finding success, since postal carriers either refused to supply magazines this can weight or charged high postage rates that limited subscribers. The high valuation on transportation and delivery made magazine subscriptions unaffordable for many, and also the content consisted mostly of stories reprinted from newspapers using the occasional essay about the arts or current events. Toward the middle in the 1800s, magazines did start to play a far more central role in society. At the time, magazines devoted more content to important issues like slavery and womenР‘s directly to vote. Richard Campbell, Christopher R. Martin, and Bettina Fabos, Media Culture: An Introduction to Mass Communication, 5th ed. Boston, MA: Bedford St. MartinР‘s, 2007, 307. Magazines like a mass medium overcame early challenges to relish a duration of relative success inside early 1900s and after that met one among their biggest challenges, the increase of television, inside mid-1900s. The following timeline traces some from the most important developments and adjustments to magazines. Richard Campbell, Christopher R. Martin, and Bettina Fabos, Media Culture: An Introduction to Mass Communi 1741. Colonial magazines are published. As with colonial newspapers, Benjamin Franklin plays a central role providing them with started. Unlike newspapers, magazines face more challenges with regards to postage rates and finding viewers. Over the next three decades, about a hundred magazines are published and go defunct. Early 1800s. The amount of magazines increases to about 100 in circulation by 1825. Although they generate some revenue through advertising, they still face financial struggles. Most magazines serve a selected community or area but still consist of content that's mostly reprinted off their sources. 1820s. Specialized magazines catering to niche audiences start to emerge. For example, literary magazines feature the writing of folks like Mark Twain and Ralph Waldo Emerson, and magazines consentrate on specific professions or topics like farming, law, education, or science. 1821. The Saturday Evening Post is founded and becomes the longest-published magazine inside the United States and also the first general-interest magazine for being successfully marketed to your national audience. 1828. The first womenР‘s magazine, LadiesР‘ Magazine, is founded and marks the beginning on the trend toward targeting women to be a distinct audience. 1850s. Magazines pioneer the using images in printed texts, reproducing high-quality illustrations and sketches, though not photographs. 1865. The Nation is published, which targets political opinion and caters toward a much more educated and liberal readership. 1879Р‘early 1900s. The Postal Act of 1879 is passed, which lowers the expense of postage for magazines. This, together with improvements in rail transportation and mass-production printing, leads into a surge from the number of magazines and also the number of subscribers. These changes get more advertisers, that permits magazine publishers dropping the price per issue below what it really actually costs to provide the magazine. This attracts more readers, which attracts more advertisers and allows publishers for making up the loss between subscription and production rates with ad revenue. 1900Р‘1960. This can be a peak time for magazine success. The early 1900s sees an upturn in investigative journalism that adopts much more depth than newspaper coverage. The 1920s and 1930s see an upswing of general-interest magazines like ReaderР‘s Digest, Time, and Life. Magazines play a vital role in providing in-depth coverage on the World Wars and start to protect the cultural revolutions with the 1960s if they run into new challenges. 1960s and 1970s. As television explodes as being the new mass medium usually chosen, national magazines lose advertisers for the new audiovisual medium. Audiences now viewers rather then readers consider nightly news programs to check out the civil rights movement, the sexual revolution, along with the Vietnam War. 1970sР‘present day. Magazines adjust to changing times by devoting pages or entire publications towards the covering of television and flicks. Magazines like People, launched in 1974, provide news over a wide range of celebrities. Magazines also adapt by increasingly specialized, looking to appeal more to niche in lieu of general-interest audiences. While television forced magazines to get used to an increasingly popular visual medium, radio and magazines coexisted relatively well. But the clash between print, audio, and visual media from the early 1900s marks an appealing time inside history of newspaper and tv. The growth and spread of print like a mass medium took numerous years, which might appear to be an eternity when compared to your spread of audiovisual media. The lack of and potential to deal with literacy made the printed medium spread less quickly than audio and visual media, that is not surprising from an evolutionary perspective. Humans evolved to communicate, look, and listen, as evidenced through the fact that we have now body parts/organs that will help us do these products. We didn't evolve you just read and write, and that is why the task of teaching those things is indeed difficult and time-consuming. Marshall T. Poe, A History of Communications: Media and Society from your Evolution of Speech to your Internet New York: Cambridge, 2011, 114. In general, people enjoy wa The origins of sound-based newspaper and tv, radio especially, may be traced primarily on the invention and spread on the telegraph. Richard Campbell, Christopher R. Martin, and Bettina Fabos, Media Culture: An Introduction to Mass Communication, 5th ed. Boston, MA: Bedford St. MartinР‘s, 2007, 113. The telegraph Communication device invented inside the 1840s that transmitted Morse code across cables using electric pulses, making it the initial nearly instant one-to-one communication technology. was invented inside the 1840s and was created practical by Samuel Morse, who invented a process of dots and dashes that might be transmitted along the telegraph cable using electric pulses, making it the primary nearly instant one-to-one communication technology. Messages were encoded to and decoded from dots and dashes on either end from the cable. The first telegraph line ran between Washington, DC, and Baltimore, Maryland, in 1844, and also the first transcontinental line started functioning in 1861. By 1866, we As the telegraph was heading out around the world, the physicist Heinrich Hertz begun to theorize about electromagnetic energy, that is measurable physical energy within the atmosphere that moves at light speed. Although Hertz proved the existence of the energy all around us from the atmosphere, it was approximately later inventors and thinkers to change this potential to a mass medium. John R. Bittner, Mass Communication, 6th ed. Boston, MA: Allyn and Bacon, 1996, 159. HertzР‘s theories fascinated Italian-born Guglielmo Marconi, who in the late teens began capitalizing on Hertz and othersР‘ theories of electromagnetism to tell and further his or her own experiments. By 1895 his work had enabled him to send out a wireless signal of a mile along with a half. With this, the wireless telegraph Communication device that used electromagnetic waves to deliver signals coded into pulses the precursor to radio., which used electromagnetic waves for you signals coded into pulses called the precursor t Although the wireless telegraph machine was the forerunner to radio broadcasting, its inventor wouldn't envision the potential of sending speech or music rather then Morse code. After Marconi, the direction to radio broadcast and sound-based media was relatively short, as others quickly expanded on his work. As is necessary with rapid technological advancement, numerous experiments and public demonstrations of radio technologyР‘some more fortunate than othersР‘were going on around the same time within the late 1800s and early 1900s. This rapid overlapping development has built debate over who first accomplished particular feats. Although working separately, Nathan B. Stubblefield, a melon farmer from Kentucky, and Reginald A. Fessenden, a professor from Pittsburgh, paved how for radio The first mass medium to hold audio from the form of speech and music spanning a wireless signal. as being a mass medium whenever they broadcast speech and music more than a wireless signal inside the 1890s. John R. Bittner, Mass Communication, 6th ed. Boston, MA: Allyn and Bacon, 1996, 160. Although these men were able to deliver weather updates and music, their equipment was much to As the technology became more practical and stable, businesses and governments begun to see the value in expanding these units from primarily a point-to-point or person-to-person application with a one-to-many application. It wasnР‘t until 1916 that David Sarnoff, an old Marconi telegraph operator, proposed making radio children necessity. He suggested that his new employer, the Radio Corporation of America RCA, invest in the household radio that contained every one of the necessary parts within a box. His pitch appeared more appealing by his suggestion that this type of device makes RCA children name and attract national and international attention. John R. Bittner, Mass Communication, 6th ed. Boston, MA: Allyn and Bacon, 1996, 161. SarnoffР‘s plan to generate radio a centerpiece of just about any US American household was successful, as well as the still quite recent medium of sound transmission was coming to becoming the key means of entertainment and knowledge for many. With the technology now accessible, other critical factors of radio as being a mass medium like stations, content, financing, audience identification, advertising, and competition begun to receive attention. Timeline of Developments in Radio Thomas H. White, Р‘United States Early Radio History, Р‘ accessed September 15, 2012, 1909. First commercial radio station signs around the air as a possible experimental venture by Dr. Charles David Herrold in San Jose, California, that they primarily uses advertising for his new School of Radio. 1919. First noncommercial radio station goes within the air with the University of WisconsinР‘Madison. 1920. KDKA, the station often credited as signaling the beginning in the age of commercial broadcast radio, receives financial resources from Westinghouse a serious company and gains much national attention for airing election returns following 1920 presidential election. 1921. The US Commerce Department licenses five stations. 1922. The first broadcasting network is made by New York station WEAF to provide advertisers a reduction and allow these to reach an increased audience simultaneously. 1923. More than 600 commercial and noncommercial the air are in operation and approximately 550, 000 radio receivers are actually sold to US consumers. 1925. 5.5 million radios have reached use inside United States, making radio an effective mass medium. Late 1920s. The National Broadcasting Company NBC, the biggest radio network, starts to form affiliate relationships with independent stations that can broadcast NBCР‘s content to supplement their unique programming a practice that is certainly still used today by radio and tv networks. The network/affiliate model allows major networks to target news broadcasting, acting, singing, and technical talent in a single place whilst still being have that programming reach people all in the country, which saves cash and time. 1927. 25Р‘30 million people listen into a Р‘welcome home partyР‘ for Charles Lindbergh, who had just completed the very first solo transatlantic flight, which makes it the largest shared audience expertise in history until the period. The 1920s boom in radio created problems as radio waves became so crowded that virtually any radio had poor or sporadic reception. The Radio Act of 1927 and also the Federal Communications Act of 1934 helped establish some order and guidelines for frequency use and developed a policy that stated any broadcaster with all the now government-owned airwaves needed to act inside publicР‘s interest. As reception became more reliable, programming content became more diverse to add news, dramas, comedies, music, and quiz shows, and others, and radio entered its Р‘golden age.Р‘ During the 1930s and 1940s, the air was the middle of most US American familiesР‘ living spaces. Later, as television started to replace the radio because central a part of home entertainment, radio was compelled to adapt towards the changing marketplace. Richard Campbell, Christopher R. Martin, and Bettina Fabos, Media Culture: An Introduction to Mass Communication, 5th ed. Boston, MA: Bedford St. MartinР‘s, 2007, 125Р‘45 Humans want to both watch and pay attention to something for the same time. For at least 140, 000 years, humans have already been entertained and informed by watching and listening towards the things happening around them. Marshall T. Poe, A History of Communications: Media and Society on the Evolution of Speech on the Internet New York: Cambridge, 2011, 154Р‘55. But whether it absolutely was watching other humans or listening for the sounds from the forest, it were required to happen within the moment, concerning was no artificial method to convey images or sounds. It wasnР‘t until about 40, 000 a long time ago that we know our ancestors first did start to explore visual media including drawings, paintings, and sculptures. We later be aware that performing arts became a popular visual medium in societies like ancient Greece, for instance, where plays were a significant but still relatively and controversial kind of entertainment. PlatoР‘s early critiques of theater mirror those that happen to be targeted toward television and flicks more rece Although not much of a mass medium, ancient Greek theater being a visual medium was critiqued due to the content comparable to movies and television have experienced more modern times. Plato decried the truth that playwrights did actually focus their plots about the most unpleasant and unrefined issues with society, like lust, greed, and violence. What Plato might possibly not have realized was that the Greek playwrights were continuing a style that started with all the earliest producers of visual media. The drawings, paintings, sculptures, and plays produced until this time shared some human themesР‘namely, sex, food, drink, wealth, and violence. IР‘m sure Plato wouldn't be pleased to master that these themes continue today in additional modern varieties of visual media like television and flicks. Although you can see that visual media have always been a component of human history, they didnР‘t constitute a mass medium before the late 1800s and early 1900s with the coming of motion pictures and television. As together with the birth of the mass medium, technological advances were required to take place to advance us from interpersonal or group engagement with visual media to mass engagement. In the 1830s, the technologies was required to create photographs were assembled in Europe, and photos were in regular circulation through the 1840s. By the late 1800s, photographs might be mass-produced and contained in existing print-based media like books, newspapers, and magazines. As soon as photographic technology started to circulate, people started experiment with the edge to see how many other potential it held. In the late 1870s, experiments with serial photography were under way, that has been the precursor to videos. Tim Dirks, Р‘The History of Film: The Pre-1920s, Р‘ Filmsite, accessed September 15, 2012, In the 1890s, Thomas Edison commercialized film, developing a motion picture company and demonstrating the revolutionary technology at expos and fairs and welcoming guests into the future watch short movies of individuals doing m As was the situation with radio, several individuals were simultaneously accommodating expand the technology that could soon be generally known as television. The earliest television was mechanical, and therefore it had being turned or moved as opposed to relying on electronics. In 1884, Paul Nipkow invented a mechanical television-like device that can project a visual image from the then famous Felix the Cat. It took a bit for this crude version of the television to become turned in a more functional electronic version. In 1923, Vladimir Zworykin improved about this technology, followed closely by John Baird and Philo Farnsworth. Marshall T. Poe, A History of Communications: Media and Society through the Evolution of Speech on the Internet New York: Cambridge, 2011, 158. Collectively, these men're responsible for your invention of television The first mass medium effective at instantly and wirelessly transmitting audio and visual signals., which was the very first mass medium able to instantly and wirelessly transmitting Timeline of Developments in Television Technology Federal Communications Commission, Р‘Historical Periods in Television Technology, Р‘ accessed September 15, 2012, /omd/history/tv. Late 1800s. The cathode ray tube is invented, which serves because the basic picture tube for later televisions. Paul Nipkow invents a scanning disk that separates images into small pinpoints of light that may be transmitted line by line and decoded to recreate a tough low-resolution because of the standards of early television image. 1923. Vladimir Zworykin develops the iconoscope, the initial television camera tube effective at converting light rays into electrical signals. At the same time, Philo Farnsworth patents an electronic digital image dissector tube and John Baird improves on NipkowР‘s disk. Baird, in Great Britain, transmits the initial live moving pictures in 1926, and Farnsworth, working inside United States, transmits a picture of your dollar join 1927. 1935Р‘39. Public demonstrations of television capture the attention of an individual around the world, culminating inside famous illustration showing television by RCA on the 1939 WorldР‘s Fair. 1940. The Federal Communications Commission FCC adopts standards for television transmissions which help commercialize and turn television to a mass medium. 1940sР‘70s. Television is its Р‘golden age, Р‘ dominating the visual medium market. Late 1970sР‘80s. Satellite and cable providers challenge network televisionР‘s dominance. TelevisionР‘s initial success as being a mass medium came largely from formats and programming strategies already tested and used by r / c. From the perspective of successful r / c, television stole the most beneficial ideas from radio, including prime-time programming and show ideas as well as the stars on the shows. For example, radio stations show Candid Microphone took over as the television show Candid Camera, and radio stars like George Burns became even larger television stars. Richard Campbell, Christopher R. Martin, and Bettina Fabos, Media Culture: An Introduction to Mass Communication, 5th ed. Boston, MA: Bedford St. MartinР‘s, 2007, 153. Television also secured advertising and sponsorship from many with the same sources as radio, which started a fierce competition between radio and tv. TelevisionР‘s rising popularity and it is effect on other types of entertainment are documented often. For example, within the late 1940s and early 1950s, cities with television stations saw a drop in nightclub attendance, radio listening, and library book circulation, and a 20 to 40 % drop in movie ticket sales. Richard Campbell, Christopher R. Martin, and Bettina Fabos, Media Culture: An Introduction to Mass Communication, 5th ed. Boston, MA: Bedford St. MartinР‘s, 2007, 156. By 1951, televisionР‘s status since the most important mass media with the time was cemented, as sales of tv's surpassed radios for the very first time. From the mid-1950s before the cable and satellite boom in the 1980s, broadcast television what food was in its Р‘golden age.Р‘ Television appeared more prominent with the coming of color broadcasting, which by 1966 was standard with the prime-time lineup for the three major networks NBC, CBS, and ABC. The rush to add color programming is jus During the golden chronilogical age of television, the most important networks aired much the same types of programs, all directed at gaining higher ratings and audience shares as opposed to others. Programming was primarily separated into two main categories: information and entertainment. In terms of information, these big networks viewed their nightly news programs as flagships that helped establish their credibility like a network and helped attract a loyal viewer base. Even today, the networksР‘ news programs are among some in the highest-rated programs on network television. In addition, in order to meet the requirement because of the FCC that stations serve the general public interest and provide more informational programs, the networks offered newsmagazines as being a more dramatized way to obtain news. These programs, including Nightline, Dateline, 60 Minutes, and 20/20, continue to be important features from the network lineup that lure large audiences. Since the key networks broadcast on the whole country as well as the three options NBC, CBS, and ABC needed programming that attracted mass audiences, television producers and executives were sometimes hesitant to stray from proven designs of success. The typical lineup of sitcoms, hour-long dramas, news programs, sketch comedy and variety shows, and soap operas persisted on the 1950s prior to the 1980s. During this thirty-year period, a few main networks taken into account 95 percent of prime-time viewership, which resulted in almost everyone inside country viewing television was watching one of those three networks. Richard Campbell, Christopher R. Martin, and Bettina Fabos, Media Culture: An Introduction to Mass Communication, 5th ed. Boston, MA: Bedford St. MartinР‘s, 2007, 172. The days of only having three options was about to vary, however, and network television saw its influence decline starting from the 1980s. The introduction of FOX as being a fourth network signaled a programming c Cable and satellite television on pc offered customers additional channel choices, for their fee, and forced broadcast networks to rethink their programming and enterprize model. Network and broadcast television was forever changed from the growth of cable and satellite technology. Although the mass medium is the same moving images sent from place to many people television sets, the raised competition triggered further development and changes to the way we, as users, connect to and feel the medium. National Cable and Telecommunications Association, Р‘History of Cable Television, Р‘ accessed September 15, 2012, Until the early 1970s, the main networks had lobbied the FCC to regulate and regulate wire to limit the potential for competition. Although cable technology ended up around for 30 years, it wasnР‘t prior to the FCC changed policies in 1972 that cable got the green light to compete directly together with the networks. Time, Inc. which continues to be a section of Time-Warner Cable launched a satellite to relay its HBO signal in 1975, and cable magnate Ted Turner launched a satellite for his WTBS station still on cable as TBS in 1976. T For the past two years, cable companies have started increasingly nervous in regards to a new trend in television-viewing habits. The practice of cord cutting is the term for people who cancel their cable connection packages and count on broadband Internet service and traditional broadcast television signals to see the programming they accustomed to receive through monthly cable subscriptions. Mark Rogowsky, Р‘Are Cable TV Carriers Seeing Meaningful Subscriber Degradation Due to Young People Not Signing Up?Р‘, June 20, 2012, accessed September 19, 2012, /sites/quora/2012/06/20/are-cable-tv-carriers - starting-to-see-meaningful-subscriber-degradation-due-to-more-young-people - not-signing-up-for-cable-or-satellite-tv-in-their-homes. Although the quantity of television households within the cord-cutter category increased by approximately one million this season, they still only are the reason for about five percent of total television households. Age like a demographic category is essential to understanding this phenomenon. There is usually a generation of television viewers that were raised on free broadcast television, didnР‘t get cable or satellite if they became popular within the 1980s and 1990s, whilst still being doesnР‘t buy television and don't will. Market analysts remember that this segment on the market is elderly and does not be around for considerably longer. Many middle-agers who saw the advance of cable and satellite and still have long enjoyed the diverse programming their subscriptions offer view their monthly bills to be a standard utility all of which will likely continue subscribing until they die. Generation Xers, whorrrre currently within their thirties and forties, are caught inside the middle. Many of such people are technologically savvy and learn how to access and occasionally do access online television and flicks. Many of them can also find their monthly cable or satellite bills annoying but acceptable. This population group will likely keep their subscription How can you access your television shows and flicks? What is your chosen way? How will you think how old you are group/generation feels about monthly cable/satellite subscriptions? Do you imagine cable and satellite companies have a very future in providing television programming? Why or why don't you? As we have now learned with this chapter already, many varieties of media should adapt as technologies change and competition increases. How might cable and satellite get used to these changing forces? The Р‘ Internet and digital media age The period extending from 1990 until today that's seen the explosion of digital, computer-networked media. Р‘ began in 1990 and continues today. Whereas media used to get defined by their delivery systems, digital media Media similarly created with digital, binary code comprised of ones and zeros. are common similarly designed with digital, binary code derived from ones and zeros. Instead of paper being the medium for books, radio waves being the medium for sound broadcasting, and cables being the medium for cable connection, an individual might now read a magazine, listen on the radio, and access many wire shows around the Internet. In short, digital media read, write, and store data text, images, sound, and video using numerical code, which revolutionized media more quickly previously before. Shirley Biagi, Media/Impact: An Introduction to Mass Media Boston, MA: Wadsworth, 2007, 173Р‘74. Just as technological advances made radio and tv possible, the Internet would not have already been possible without some key breakthroughs. The Internet A decentralized communications and knowledge network that relies for the transmission of digital signals through cables, phone lines, and satellites, that are then told through network servers, modems, and computer processors. is really a decentralized communications and data network that relies within the transmission of digital signals through cables, phone lines, and satellites, which can be then written in context as network servers, modems, and computer processors. The growth and development of digital code was the 1st innovation that made way for your Internet and all of digital media. Surprisingly, this innovation occurred inside 1940s, leading to your development from the first computers. Second, in 1971, microprocessors efficient at reading and storing electronic signals helped make the room-sized computers from the past much smaller and even more affordable The information that speeds around us through fiber-optic cables, satellites, and wireless signals is consisting of binary codeР‘also referred to as digital code because it really is made up of zeros and ones. The birth on the Internet might be traced back in when government scientists were tasked with creating a methods of sharing information more than a network that can not be interrupted, accidentally or intentionally. More than 30 years ago, those government scientists created an Internet that has been much not the same as what we presume of as being the Internet today. The original Internet was used being a means of sharing information among researchers, educators, and government officials. That remained its main purpose before Cold War started to fade as well as the closely guarded information network was opened around others. At this time, simply a small group laptop or computer enthusiasts and amateur hackers made use in the Internet, because it turned out still not available to most people. Some more technological advances was required to occur to the Internet to get the mass medium that it truly is today. Tim Berners-Lee will be the man who made the Internet functional for that masses. In 1989, Berners-Lee created new computer-programming codes that fixed some problems which are limiting the growth with the Internet to be a mass medium. Shirley Biagi, Media/Impact: An Introduction to Mass Media Boston, MA: Wadsworth, 2007, 177. The main problem was that there wasnР‘t a typical language that each one computers could recognize and make use of to communicate and connect. He solved this problem together with the creation in the hypertext transfer protocol Late 1960s. The US Defense DepartmentР‘s Advanced Research Projects Agency ARPA actually starts to develop a communications network called ARPAnet Р‘the NetР‘ in short with numerous points of connection as opposed to a message coming from place and going to numerous for military and research use that's not as at risk of failure related into a technical malfunction, natural disaster, or planned attack. 1970Р‘82. The Net was in its developmental stage, used primarily by academic and government researchers for you text-based information using e-mail and advertising boards. Bulletin boards contained home elevators specific topics like computer programs, historical events, and medical issues. Richard Campbell, Christopher R. Martin, and Bettina Fabos, Media Culture: An Introduction to Mass Communication, 5th ed. Boston, MA: Bedford St. MartinР‘s, 2007, 44. 1982Р‘93. The Net is its entrepreneurial stage after an investment with the National Science Foundation is used to produce a high-speed communications network with connection points all along the country. The collapse with the Soviet Union inside the late 1980s brings an end to your military uses of ARPAnet. By that time people who have computer know-how outside on the military had already begun to produce many 1000s of new connections around the Net, which meant ARPAnet couldnР‘t ever be switched off finally fulfilling its original purpose. 1993. The Net has now developed for the point that pictures, video, and sound as well as text could be transmitted. The rapid growth from the Internet during this time period is something that none with the developers might have imagined. The variety of Internet users doubled each year throughout the 1990s. 2005. Web 2.0 is realized as being the Internet use gets to be more social and communal, as evidenced because of the popularity of such platforms and websites as Flickr, YouTube, Wikipedia, and Facebook that encourage and give the creation and sharing of user-generated content. From a symptom, the Internet would have been a mass medium like none other. The majority from the content was user generated as well as the programs required to create and navigate online content were inside the public domain. This fusing of free having access to information and user creativity still forms the foundation of digital Р‘new mediaР‘ which can be much more user controlled and private. Demand for Internet access and even more user-friendly programs made the consumer side in the net, and old media companies and anybody else saw the world wide web as another revenue generator. A major method of obtaining revenue generated with the Internet visits Internet service providers ISPs, who charge customers for Internet access. The more reliable and fast the bond, greater expensive the service. Interestingly, old media providers like cable companies have been competing against satellite companies and speak to companies have been also struggling following your growth of cellular phone and e-mail communication are the most significant providers of high-speed Internet access. In the late 2000s, these lenders were bringing in over 30 billion each year from these services. Shirley Biagi, Media/Impact: An Introduction to Mass Media Boston, MA: Wadsworth, 2007, 182. Many others make money using the web through traditional exchanges of merchandise or services for funds or by selling space to advertisers. These methods of commerce will not be new for any marketing, since they were used in print, radio, and television. Online auction sites like eBay an internet-based stores like Amazon simply moved a regular commercial exchange for the realm of cyberspace. Advertising online, however, is quite totally different from advertising in other media. Old media advertisers measure their success with ads based on the corresponding increase or reduction in salesР‘a method that may be not very precise or immediate. Online advertisers, around the other hand, can know precisely how many people see their ads based around the number of guests, and in addition they can measure how effective their ad is by the quantity of people select it. This can allow the crooks to revise, pull, or buy a greater portion of an ad quickly based for the feedback. Additionally, certain online environments provide all the more user data to advertisers, whi The Р‘Getting RealР‘ boxes on this book have dedicated to how the concepts we're learning connect with specific careers. Although you might not exactly make a whole career outside of being a web entrepreneur, many folks are turning on the Internet as a possible extra supply of income. People have already been making money off the world wide web for decades now, but sites like eBay really opened peopleР‘s eyes, for the primary time, on the possibility of spinning something you have or already do into some additional cash. Anyone can set up a web presence now, whether itР‘s through starting your individual website, creating a profile by using an existing website just like a blog-hosting service, or by using a space you currently have like your Facebook or Twitter account. Next, you should think about what it really is youР‘re offering and who it's that might want it to be. For example, if you possess a blog that pulls a regular stream of readers because they much like your posts in regards to the weekend party scene near you, you may be able to utili Less conventional way of monetizing the world wide web involve harnessing the effectiveness of social media. In this capacity, you'll be able to extend your brand or even the brand of something/someone else. To extend your brand, you first must brand yourself. Determine what you'll be able to offer peopleР‘consulting in the area of expertise including voice lessons, entertainment like singing at weddings, delivering speeches or talking about your area of expert knowledge, etc. Then create a online presence that you may direct people time for through your social media marketing promotion. If you possess a large volume of followers on Twitter, as an example, other brands might want to tap into your chance to access that audience to obtain you promote their goods and services. If you follow any celebrities on Twitter, you might be well aware a large number of of their tweets link to your product that they say they love or maybe a website thatР‘s offering a particular deal. The marketing agency Adly blends with celebrities among others who employ a large Twitter audience How would you think friends and family would react when you started posting messages which were meant for making you money as an alternative to connect with them? Do you use a talent, service, or area of expert knowledge that you think that you could spin into getting some sort of profit using social or digital media? What a few potential ethical challenges that will arise from celebrities using their web 2 . 0 sites for monetary gain? What about for folks in general? Internet access can also be following people away using their company home and work computers, just like radio followed people within their cars. Smartphones as well as the development of mobile phone networks effective at handling data traffic allowed cellular phone providers to profit on the web. The convergence with the Internet with personal electronics like smartphones plus the use in the Internet for social purposes are key parts from the discussion of private media and web 2 . 0 that we're going to take up in Chapter 16 New Media and Communication. Technological advances permitted newer kinds of media that displaced others. The Print Age. The development with the printing press in Europe around 1450 was the real key technological advance that moved us in the manuscript era to your print era. As paper and bookbinding materials became cheaper, books spread worldwide and literacy rates increased. Cheaper paper, higher printing presses, and faster and even more reliable transportation technologies also contributed for the rise of newspapers and magazines as print media. The Audiovisual Age. Wireless telegraphy paved how for television and radio broadcasts. Advances in signal transmission and reception likewise as vacuum tube technology made televisions and radios more reliable and compact. Cable and satellite television begun to compete with broadcast television, when they provided having access to more channels and service in places that broadcast signal reception was unreliable. The Internet and Digital Media Age. The growth of digital code, microprocessors, and fiber-optic cables were key technological advances that made the Internet and digital communication possible. Rapid developments around 1990, like the introduction of Each form of marketing affected society in important ways. Books allowed individuals educate themselves and turn into more selective about the info to which we were holding exposed in lieu of relying solely on teachers or clergy. Newspapers chronicled the way of life of societies and provided a public forum for information sharing and debate. Magazines were the 1st medium to produce major advances within the mass printing of photographs, which brought a much more visual medium thus to their audience ahead of the advent of television. Radio allowed masses of individuals experience something with the same time, which helped create an even more unified national identity plus brought entertainment and news programs into peopleР‘s homes. Television copied the majority of radioР‘s ideas and very soon displaced the radio because the centerpiece for entertainment in peopleР‘s homes. The Internet brought a fresh decentralized and communal kind of media that can not be controlled by anyone government or business and allowed for that Electronic media especially has were required to adapt as new kinds of media are invented. Radio, by way of example, lost most of its advertising revenue to television, which led radio to adapt its programming from news and entertainment to broadcasting music. Radio also took advantage of technologies to become portable and follow people beyond their house. Broadcast television were required to diversify its program lineup as cable and satellite providers offered more channels. All these media, even print, were forced to adapt to your advent with the digital age. Copyright violationsР‘piratingР‘become problems when old media content articles are digitized, rendering it more easily reproducible and sharable. Getting integrated: Discuss how technology affects your communication in several contexts including academic, professional, civic, and private. Also discuss how your engagement with technology changes from context to context. For example, will you use online technology more in a context than another? In what contexts/situations might that suits you Р‘old mediaР‘ like phone, written letter, or perhaps face-to-face communication? Print and broadcast media have already been struggling to survive in a very digitized world. Do some research on one of those media to view what some in the current issues are. Why are they struggling? What can you think they might do to remain profitable and relevant? As more media products become digital, issues of ownership and copyright read more attention. Identify some positives and negatives of limits on sharing digital media and stricter trademark.

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