TOPIC 1 : THE ELECTRONIC MEDIA

What is mass media

Concepts : Telecommunications
Electronic media
Broadcasting

Current scenario: Understanding electronic media

Effects an influences of electronic media - society and the media industry

What is Mass Media?

Consists of media that addresses the mass audience : (print or electronic)

Mass media are those media reaching large numbers of the public via radio, television, movies, magazines, newspapers and the World Wide Web. The term was coined in the 1920s with the advent of nationwide radio networks, mass-circulation newspapers and magazines.

During the 20th century, the advent of mass media was driven by technology that allowed the massive duplication of material at a low cost. Physical duplication technologies such as printing, record pressing and film duplication allowed the duplication of books, newspapers and movies at low prices to huge audiences. Television and radio allowed the electronic duplication of content for the first time.

Some examples of electronic media that reaches a great number of people:
(i) Television
(ii) Radio
(iii) Computer Technologies
(iv) The Internet and its components such as WWW and Web TV
(v) Other forms of visual and audio based electronic communication that reaches the masses.

What is telecommunications?

Telecommunication is the technique of transmitting a message, from one point or place to another with the typical additional attribute of being bi-directional. In practice it also recognizes that something may be lost in the process; hence the term 'telecommunication' covers all forms of distance communications, including radio, telegraphy, television, telephony, data communication and computer networking.

What are the elements of a telecommunication system ?

Telecommunication can be point-to-point, point-to-multipoint or broadcasting, which is a particular form of point-to-multipoint that goes only from the transmitter to the receivers.

Television is a telecommunication system for broadcasting and receiving moving pictures and sound over a distance. The term has come to refer to all the aspects of television programming and transmission as well.

Radio is a technology that allows for the transmission of signals by modulation of electromagnetic waves. These waves travel (propagate) through the air and the vacuum of space equally well, not requiring a medium of transport.

Media convergence

means the combining of communications technologies to deliver a message.

is a phenomenon as revolutionary to communications as the invention of moveable type or electronic communications.

has already created changes in technology and largely the media landscape.

Media Convergence technologies

The technologies involved in media convergence are all those used in the four essential functions -- create, display, distribute, and store -- that can be applied to anything comprised of text, visuals, or sound.

Today, convergence is most often discussed in terms of the technologies used in computers, television, and telephony. The focus is on the microprocessors, the broadband delivery capability of television, and the global, networked, two-way interconnections of telephony.

With analog disappearing and digital images and sounds to work with, technology focuses on how to perform the four essential functions digitally. But the converged technology needs to be as transparent to the people using it as the technologies of telephony and television are to those who use them.

What is broadcasting?

The organization which relates to radio, television (including satellite) and cable transmissions that are intended for the general public

Signals transmitted over-the-air for television or radio for use by the general public.

Involves producing and designing media content to appeal to a broad audience segment and offered on airways to a large number of people. The technology of broadcasting only applies to content carried through the airwaves.

Using radio waves to distribute message via radio or TV programs which are available for reception by the general public.

Transmitting electromagnetic signals in a multidirectional pattern over the air.

A strategy used by network / media industry to attract a large and demographically diverse audience.

A medium that disseminates messages ( audio and visual) via telecommunications

Electronic Media

The telegraph was only the first of a long line of electronic media with the potential to revitalize a sense of community among people.

Telegraphy is the long distance transmission of written messages without physical transport of letters. This definition includes recent forms of data transmission such as fax, email, and computer networks in general. (A telegraph is a machine for transmitting and receiving messages over long distances, i.e. for telegraphy.)

The emerging technologies in broadcasting are tools being instruments of communication and a large number of people spend more time with the media than we do with family and friends.

Computer has made the convergence of technology possible.

The changing landscape

Evolving technology are changing the broadcasting landscape. In the past 2 decades the broadcasting business has changed radically.

Today, we live in an electronic society, the digital electronic technology provide access to unlimited choice of programming ( all forms of entertainment, news and information channels)

Technical advances – digital compression, broadband fiber optics networks increase the number of channels to our homes.

More entertainment and info services

Using the digital technology that drives the computer, the broadcaster can deliver more programs through video compression with high quality (picture and sound).

Audience are able to receive hundreds of programming choices direct from satellite.

Programs which are initially local in context are now global in nature.

Dozens of program can be viewed and delivered by cable and Direct Broadcast satellite (DBS) or independent TV station. Satellite distribution technologies allow broadcasters to provide live on-the-spot coverage (news and happenings).

The digital technology allow consumers to access a wide variety of information and entertainment content ranging from TV program to computer programs.

Consumers are now more familiar with digital technology through compact disc (CD) player, but technology is only part of the multimedia future.

Through computer terminal, users will be able to interact with a broad range of information and entertainment services.

The CD ROM can store combination of different types of data (be it text, audio, and video) which is accessible via the home computer. Today, computer software, video games and entertainment products are available on CD ROM and DVD for home use.

How the new communication network functions?

The broadcast industry today produces content and deliver one-way communication by antenna.

The cable industry delivers one-way communication and two-way communication by underground (or overhead)

The telephone companies efficiently deliver digital two-way communication using fiber optics and wireless technology

The computer industry offers digital storage capability.

The implication of electronic media

The traditional network audience are shrinking : the new electronic media drowned us in a virtual reality of lives. Choices of viewing and communication, entertainment and information are virtually unlimited.

This will result in huge demand for programming of all kinds. Consumer will have easy access to news, entertainment programs, movies-on-demand and wealth of information service.

The convergence of technology allow us as media audience to interact with various media . Computer and television or radio on The Internet ( or network of networks )

Cultural imperialism

The challenges for the broadcasting industries