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Introduction to Mass Media

Delve into the world of digital media with insights on its evolution, convergence theory, and emerging trends worldwide and in the Arab region. Explore the predictions of Roger Fiddler, the impact of the Internet, digital media ethics, and the future prospects of new technology. Uncover the transformations shaping the media industry and understand the influence of digital communication in today's society.

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Introduction to Mass Media

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  1. Introductionto Mass Media Digital Media

  2. Outline • What is digital media? • Roger Fiddler and his prediction. • Media convergence and convergence theory • The Internet • Media evolution: New Media & Old Media • Digital Divide • Source of income • Digital media trends in the world and Arab region • Regulations and Ethics • Future of Digital Media: new technology vs old ideas

  3. 1. What is Digital Media? • Digital Media: all emerging communications media that combine text, graphics, sound and video using computer technology. We all know what is he watching!

  4. 1. What is Digital Media? • Digital media read, write and store data electronically in numerical form – using numbers to code the data (text, pictures, sound and video) • Digital media are compatible, meaning they can function well with one another to exchange and integrate text, pictures, sound and video.

  5. 1.What is Digital Media? • Digital media can be created, viewed, distributed, modified and preserved on digital electronic devices. It includes: • computer programs and softwares; • digital images and video;  • video games; • Websites and webpages; • social media; • data and databases;  • digital audio, such as mp3s; • e-books

  6. 1. What is Digital Media? • Digital media are frequently contrasted with print media, such as printed books, newspapers and magazines, and other traditional or analog media, such as pictures, film or audio tape.

  7. 2. Roger Fiddler and his Prediction

  8. 2. Roger Fiddler and his Prediction • Roger Fiddler: the man who came up with the tablet before Steve Jobs • Digital newspaper • mobile reading devices • The Tablet Newspaper: A vision for the future (1995)

  9. 2. Roger Fiddlers' Predictions for Cyber Media in the New Millennium • Digital technologies will make all cyber media more intimate and interactive • Tele-puterswill be developed to display and interact with digital media • Broadband networks will provide low-cost access to multimedia content • Two-way wireless communication will be seamless and pervasive • E-mail will be integral to all digital media • Flat-screen display will become commonplace

  10. Apple iPhone

  11. Apple patented its iPad in 2004

  12. H.H. Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice-President, Prime Minister and Ruler of Dubai, launching the learning initiative at Abu Dhabi Men’s College. --- Image from Emirates 24/7. Mohammed Bin Rashid Smart Learning Program

  13. Digital Media Evolution: Before 1970s • Media were defined by the systems that delivered them. • Paper delivered the print media --- newspaper, magazine, books • Antennas carried broadcast signals --- TV, radio • Film used to make --- Movies • Discs to record --- Music Recordings • And organized by different companies: • newspapers, magazines, book publishers, • recording and movie studios, • radio and TV stations.

  14. Today: Internet combines all media • One system delivers all types of media: • Print • Broadcast (TV and Radio) • Movies • Recordings • Delivered by different companies, carried by invisible signals, received wherever you are, using a small device at hand. • Digital communication becomes the biggest factor in today’s mass media industry.

  15. Internet • Originally designed by scientists to share information has “evolved in a way no one planned or expected” • Global • No central control • Two way communication • “it is the relationships among people that have shaped the medium”

  16. Why called “digital” • Read, write and store data electronically in numbers • Numbers to code data • Numbered codes makes it compatible, function well with each other, exchange, integrate,… • Digital media support convergence

  17. 3. Media Convergence and Convergence Theory • 1978, Nicholas Negroponte at MIT Media Lab, proposed a theory called Convergence • Convergence is not only for combining media economically, but also technically. • This convergence makes all media products resemble each other.

  18. 3. Media Convergence and Convergence Theory • Nicholas Negroponte predicted the convergence of media industry in 1978 to 2000. (fig. in page 189) • Print and publishing • Broadcast and motion pictures • The computer industry

  19. The year 1978 Broadcast and motion picture industry Print and publishing industry Computer industry

  20. The year 2000 Broadcast and motion picture industry Print and publishing industry Convergence Computer industry

  21. The year 2017 Print and publishing industry Broadcast and motion picture industry Convergence Computer industry

  22. 4. Technology of Internet • Tim Berners-Lee: a British native with an Oxford degree in physics, working in 1989 in Geneva, Switzerland, at the CERN physics laboratory, created WWW (World Wide Web).

  23. 4. Technology of Internet • HTML: hypertext markup language, computer-programming language • HTTP: hypertext transfer protocol, create and send text, graphics, video info electronically and set up electronic connection (links) • Links: electronic connection from one source of information to another • Browser: softeware that allows people to display and interact with information on Web pages

  24. 4. Technology of Internet • 1994, Marc Andreessen and his colleagues at University of Illinois introduced Mosaic, put text and picture in one online document. • Mosaic evolve into Mozilla Firefox and Internet Explorer (IE)

  25. Search Engine • founded in 1995, 8000 employee worldwide, makes money by subscription, advertising. • founded in 1998 by Larry Page and Sergey Brin with four computers and $100,000, now has 20,000 employees worldwide and worth more than $150 billion

  26. Culture of free information access • Berners-Lee and Andreessen placed their discoveries in the public domain • Anyone with a computer and modem can download them from the Internet and use for free • Creates the culture of free information access

  27. Web publishing • Today everyone can create his own webpage without knowing the programming language. • Placing something on the Web is called publishing, begins with a home page. • Few legal limitation or protection as compared with other published media

  28. 5. Media Evolution: New media and old media The key of success for any media: • Technology • Audience demand • Creative content

  29. Media evolution: does old media die? • “when newer forms of media emerge, the older do not die --- they continue to evolve and adapt” ----Roger Fiddler

  30. Magazines: From Mass Medium to Specialized Medium • Golden age as the national entertainment medium in the U.S. (1860s-1900s) • “Muckraking Journalism” and modern magazines (1900-50s) • Crash under TV age (1950-60s) • Revival as transformed into a specialized medium (segmented audiences at national/ international level)

  31. Radio: From Broadcast Medium to Narrowcast Medium • Popularized in the 1920s, the first genuine national mass medium in the U.S. • Challenged after TV arrived in the 1950s • Has transformed and survived due to • miniaturization technology (portability) • suburbanization (commuting audiences) • specialization (narrowcasting, “e-magazines”) • localization (for local advertisers) • mobile (podcast)

  32. Movies: Still Has a Life in the TV Age • 3D movies • More explicit entertainment that people cannot see on TV

  33. Delayed Adoption Principle • New media technologies always take longer than expected to become commercial successes. They tend to require at least one human generation (20-30 years) to progress from proof of concept to widespread adoption. • Case study: cable, fax

  34. Paul Saffo’s 30-Year Rule • It takes 30 years (i.e., a human generation) for a society to embrace an innovation: • 1st decade: excitement and puzzlement • 2nd decade: flux and penetration • 3rd decade: just a standard technology Paul Saffo, technology forecaster Prof. of Stanford University

  35. Cable: It Took 30 Years • 1950s: started as a complement to broadcasting TV in rural/remote areas • 1980s: moved into cities as a supplement, and then a rival to broadcasting TV • HBO used satellite to transmit movies • CNN moved into broadcasting TV’s turf • Deregulation gave cable industry incentives to set up the infrastructure

  36. Fax: A Late Bloomer • Invented at the same time as telegraph • Graphic potentials hindered by technology • Came to life in the 1980s when finding users among businesses (instead of media) • Mass production led to wide penetration • Will be integrated into other media (TV/PC, smartphone)

  37. 6. Digital Divide • Digital divide refers to the unequal access to/use of the Internet (and other new ICTs) among: • different classes within a society (“social divide”) • different societies around the world (“global divide”)

  38. 6. Digital Divide • 2008, Tim Berners-Lee launched the World Wide Web Foundation to expand the use of the Internet to developing countries. • 2005, Nicholas Negroponte is the founder of One Laptop Per Child (OLPC) • Why? • http://close-the-gap.org/

  39. 7. Source of Web income • ISP (Internet Service Provider): the largest single source • Other potential sources of income: • Promoting commerce • Accepting advertising • Providing online content

  40. Promoting Commerce • E-business • Significant change of lifestyle

  41. Accepting Advertising • Banners, • Borders • Commercials • Social media • Easy to access target audience and monitor consumer buying habits • “search marketing”: positioning internet advertising prominently next to consumer’s related online search results

  42. Paying for online content • New York Times • iTune, AppleTV, ibook, App store, Kindle books, • Netflix, • Video games

  43. 8. Digital media trend: personal, social and mobile

  44. Social media in Arab region • Arab Media Outlook 2016-2018

  45. 9. Regulations and Ethics: Government attempts to coordinate and control the net • Internet censorship in UAE: UAE Telecom Regulatory Authority • Internet Content that contradicts with the ethics and morals of the UAE including Nudity and Dating. • Internet Content that contains material which expresses hate to religions. • Internet Content that is not inline with UAE Laws. • Internet Content that allow or assist users to access Blocked Content. • Internet Content that directly or indirectly constitute a risk on UAE internet users such as Phishing websites, Hacking tools & Spywares. • Internet Content that is relevant to gambling. • Internet Content that provide information on purchasing, manufacturing, promoting and using illegal drugs.

  46. What are the prohibited Internet content in UAE? • Internet Guidelines: https://www.tra.gov.ae/en/services-and-activities/internet-guidelines/details.aspx#pages-67183 http://hempbeach.com/red-bull-stratos-space-jump-live-coverage-all-system-go-balloon-being-inflated-watch-live-here-on-hemp-beach-tv/

  47. What is blocked in China • Google, Twitter, Flickr, YouTube, Facebook, WordPress… • What do China have instead? • Weibo, youku, renren, sina blog,baidu, wechat, QQ

  48. Protection sought for intellectual property rights • Intellectual property rights: legal protections for digital content • 2003, iTune to download music legally • YouTube: only movie trailers

  49. 10. Future of Digital Media: Internet face four challenges • Open access • Consumer privacy • Storage capacity • cloud computing, data compression • Compatible delivery • digital technology is most efficient way of delivering message • analog is still used in many old media delivery systems

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