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Communication Technology UAMG 3053

Communication Technology UAMG 3053. Week 3 Development of the ‘New Media’. New Media. Traditional Media = Radio, Magazine, Newspaper, Television Electronic mass media = Radio, Television

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Communication Technology UAMG 3053

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  1. Communication Technology UAMG 3053 Week 3 Development of the ‘New Media’

  2. New Media • Traditional Media = Radio, Magazine, Newspaper, Television • Electronic mass media = Radio, Television • New Media = Cable TV, Wireless mobile phone, Satellite Broadcasting, Internet, the World Wide Web, Cable Television

  3. Medium/ media Can be referring to: 1. Communication media = institution or organization where people work (the press, cinema, broadcasting) 2. The cultural and material products of these institution (the forms and genres of news, road movie, soup, forms of newspaper, book, film, discs)

  4. Definition of a new media • New media is a complex set of interactions between new technological possibilities and established media forms. • It also refers to changes in production, distribution and use of the media

  5. A conceptual road map to new media technology Changes in technology • Production technology - gathering and processing information • Distribution technology - transmission or movement of information (electronic)

  6. A conceptual road map…….cont. • Display technology - technology of presenting information to user, audience, or consumer • Storage technology - technology in housing “information”

  7. What’s new about new media? 1. New textual experiences – new kind of genre and textual form 2. New ways of representing the world – offer new representational possibilities and experiences 3. New relationship between subjects (users and consumers) and media technologies – changes in use and reception of image and communication media in everyday life

  8. What’s new… 4. New experiences of the relationship between embodiment, identity and community – shifts in the personal and social experience of time, space, and place 5. New conceptions of the biological body’s relationship to technological media – distinction between the human and the artificial, nature and technology, body and technological prostheses, the real and the virtual

  9. What’s new…. 6. New patterns of organization and production – wider realignments and integrations in media culture, industry, economy, access, ownership, control and regulation 7. Computer-mediated communication – email

  10. What’s new…. 8. New ways of distributing and consuming – WWW, CD, DVD 9. Virtual reality – simulated environments to fully representational spaces 10. A whole range of transformation and dislocations of established media – photography, cinema, television, animation

  11. Characteristics of new media • 1. Digitality • 2. Interactivity • 3. Hypertexuality • 4. Dispersal - Consumption - Production - Consumption meets production • 5. Virtuality

  12. Digitality • 1. Digitality = The process, storage, input and output are in the form of non continuous number E.g. 1) Write on paper versus type in to word processing program E.g. 2) Writing a letter versus email

  13. Interactivity 2. Interactivity = The user’s ability to directly intervene in and change the images and texts that they access • The audiences are “users” rather than “viewers” or “readers” • User constructs his or her own text during his or her hypertextual navigation

  14. Interactivity …cont. • Interactive: Extractive (textual ) and immersive (visual and sensual) Audiences perspective: • A more powerful sense of user engagement with media text • A more independent relation to sources of knowledge • Individualized media use • Greater user choice

  15. Interactivity …cont. Problems in Interactivity 1. Problems of interpretation – the meaning of a text is not securely encoded for all audiences 2. Problems of definition – instability of the extracting the meaning of text between users. 3. Problems of producers – how much control to give to the user

  16. Hypertextuality 3. Hypertextuality • Hypertext – Greek word that mean “above, beyond, and outside” • Hypertext = a text which provides a network of links to other texts that are “above, beyond, and outside” itself • Any verbal, visual, or audio data that has links to other data

  17. Dispersal 4. Dispersal = the product of shifts in our relationships with both the consumption and production of media texts A. Consumption • From 1980 to 2000, the consumption of media are shifting from limited standardized texts to large number of highly differentiated texts

  18. Dispersal…cont. • Centralized production to decentralized production • Uniformity of consumption and standardized content, distribution, production process – created the possibility of control and regulation of media systems • “One to many” model but in 2000, a computer server has multiple input and output

  19. Dispersal…cont. B. Production • The technology and media production and operation are more available to the population. E.g. camcorder, desktop publishing, design technologies • Diffusion of media production in everyday life – “homepage”, • The distinction between production and consumer has broken down

  20. Dispersal…cont. C. Consumption meets production • “prosumer” market/product • product that are equally use for consumer and professional market – camcorder, PC • Music Industries – with technologies – CD, bed-room studio, garage band, mixing dance music

  21. Virtuality • 5. Virtuality A) Virtual reality – the immersive, interactive experience provided by new forms of image and simulation technology.

  22. Virtuality…cont • Virtual reality refers to two kinds of technologically facilitated experience and a number of new media genres – cyberspace A) Experience of immersion – in computer graphic and digital video B). Space where participants in online communication feel themselves to be

  23. Virtuality…cont. • E.g. the space when you talk on the phone, it is not where you sit and the person is but somewhere in between. Example like when a television conversation was presented in a split screen mode on TV. • Virtual reality can also be achieved in the movie or reading a book

  24. Virtuality – Cyberspace cont. Cyberspace • Definition 1: visual, tactile, and aural experiences in a situation where the senses and the consciousness are felt to be in one place while the corporeal body of the user is in another, the physical and the material world

  25. Virtuality – Cyberspace • Definition 2: The capability of a contemporary technology to simulate reality on one hand and generate fantasy on the other • Offers the opportunity for user to adopt markers of identity (personality, gender, status, and physical attributes) that differ from their identities

  26. Virtuality - Cyberspace • The possibility of forming new kinds of association and community without depend upon spatial location and which can transcend geographical, social, and political boundaries and divisions • The Idea came from a William Gibson’s novel "Neuromancer,“ coined the term "cyberspace."

  27. Mediamorphosis • Mediamorphosis = an idea presented by Roger Fidler to help us understand the changes in the media • Like where the new media come from and what their impact will be on existing media.

  28. Definition by Roger Fidler • “the transformation of communication media, usually brought about by complex interplay of perceived needs, competitive and political pressures, and social and technological innovations”

  29. Mediamorphosis…cont • media are “complex, adaptive system”. • media respond to external pressures with a spontaneous process of self-reorganization. • media evolve for increased chances of surviving in a changing environment.

  30. Principles of Mediamorphosis 1. Co-evolution and co-existence – All media forms exist, evolve together in expanding, complex, adaptive system. Old forms influence new one. 2. Metamorphosis – New media emerge gradually from the older forms. 3. Propagation – Emerging media forms retain and spread dominant traits from older one.

  31. Principles of Mediamorphosis 4. Survival – Older forms adapt and evolve to survive. 5. Opportunity and NEED – New media don’t succeed because they are cool. There must be market opportunity, plus motivating social, political, economic or other reasons. 6. Delayed adoption – New technology always takes longer than expected to attain commercial success.

  32. Summarizing mediamorphosis • The presence of a new media does not and would not totally replaced an older media because the older media’s ability to adapt to the new environment and survived. • Older media reform themselves and become more focus to their specific audiences

  33. Mediamorphosis on Radio History of Radio • Rooted in telegraph and telephone technology • First to enable simultaneously transmit entertainment • From 1920 to 1940 – the only to hear live reports from around the world

  34. M. On Radio Development of Radio in US • 1920 – oldest commercial radio station in AM • 1922 – British Broadcasting Company (BBC) • 1930 – FM broadcasting • 1978 – FM listenership exceeded AM

  35. M. On Radio Development of Radio in Malaysia • 1921 – first radio set – A.L. Birch • 1942 – Japanese took over radio Broadcasting • 1942 – British reclaimed the stations • 1960 – First radio commercial aired • 1975 – Radio Muzik was launched

  36. Changes in Radio A) Changes in Market Place 1. Telecommunication Act of 1996 - eliminated the ownership limitation caps. B) Changes in technologies 1. Enhancements to improve transmission 2. Supplements to existing services 3. New transmission modes

  37. Now and Future New delivery competition 1. Satellite Digital Audio Radio (SDAR) Service - Subscriber-based satellite radio service launched during 2001 and 2002 a) XM radio b) Sirius

  38. XM Radio

  39. XM Radio …cont

  40. XM Radio XM $ 9.99/ month Programming Decades, country, hits, Christian, rock, urban, jazz and blues, lifestyle, dance, Latin, World, Classical, Kids, News, Sports, Comedy, Talk, Traffic XM Online- unlimited access to 75 XM channels

  41. Sirius Satellite Radio • no commercials • 12.95 per month • over 120 channels of radio • digital-quality sound

  42. Sirius Satellite Radio

  43. Now and Future …cont. 2. Internet Radio - Broadcast.com purchased by Yahoo! - www.yes933.com.sg 3. Cellular Phone and MP3 - Radio on cell phone - Apple’s iPod

  44. What are impacts of new media on radio ? Programming - Morning and afternoon drive time show - Team up with TV station for news and weather Interactivity on radio - SMS request, fax Audiences - Fragmented

  45. Tutorial Questions Week 6 1. Describe new media in terms of production, distribution, display, and storage. 2. How does a new media changes the production, distribution in your field of PR or JR? 3. What is mediamorphosis? What are the impact of new media on the existing media? 4. (a) According to Roger Fidler, where did the new media come from? Give examples (b) According to your prediction, will any existing media be replaced ? Why 5. From audiences perspective, describe “interactivity”.

  46. Tutorial Questions Week 7 1. Based on the example of mediamorphosis on radio, explain the impact of new media on television (in general) or television in Malaysia. 2. What are problems in interactivities? 3. In your own understanding, define and explain: a) Cyberspace b) Virtual reality 4. What are advantages and disadvantages of “Prosumer” products/markets? 5. One of the consequences of interactivity and hypertext is that Knowledge is constructed in multilinear rather than monolinear. What is the major concern of the multilinear construction of knowledge?

  47. Group Project’s Marking Clarification a) Content 40% b) Organization/ flow 20% c) Analysis and Discussion 35% e) Participation/ Evaluation/Effort 5% 100%

  48. References • Grant, A. E. & Meadows, J. H. (2002). Communication technology update. New York: Focal Press. • Lister, M., Dovey, J., Giddings, S., Grant, I., & Kelly, K. (2003). New media: A critical introduction. New York: Routledge. • Schoenherr, S. E. (2004). Radio and Television History. Retrieved on February 4, 2005 from http://history.acusd.edu/gen/recording/radio-television0.html

  49. References • RTM Website - http://www.rtm.net.my/english/web/history.htm • FCC - http://www.fcc.gov/Bureaus/Mass_Media/News_Releases/1996/nrmm6009.txt • XM Satellite Radio – www.xmradio.com • Sirius Satellite Radio – http://www.sirius.com/hp/index_noflash.html

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