Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved. - PowerPoint Presentation

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Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved. - PPT Presentation

THE MEDIA OF MASS COMMUNICATION 11 th Edition John Vivian PowerPoint Prepared by Amy M Carwile Texas AampM University at Texarkana This multimedia product and its contents are protected under copyright law The following are prohibited by law ID: 718731

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Slide1

THE MEDIA OF MASS COMMUNICATION 11th EditionJohn Vivian

PowerPoint™ Prepared by Amy M. Carwile Texas A&M University at Texarkana

This multimedia product and its contents are protected under copyright law. The following are prohibited by law:

any public performance or display, including transmission of any image over a network;

preparation of any derivative work, including the extraction, in whole or in part, of any images;

any rental, lease, or lending of the program.

Slide2

Chapter 2: Media Technology

Thematic Chapter OverviewMedia TechnologyMedia EconomicsMedia FutureMedia & DemocracyMedia & Culture

Media Technology

Technology DependenceMass CommunicationInterpersonal CommunicationEvolving Media Landscape

What do the four primary technologies of mass communication have in common?What industries have been built around the different media technologies?Slide5

Printing Technology

Movable Metal TypeJohannes GutenbergGutenberg’s Impact

ScholarshipOral TraditionsLanguagesAuthorship

Commercialization

Pagination

Religion

Printing Technology (continued)

Industrial Revolution EffectsVellumPulp paperHigh-speed PressesRichard HoePaper ReelsTypesettingOmar Mergenthaler & Linotype

Printing Technology (continued)

Print-Visual IntegrationFrederick Ives & halftoneSteve Horgan & Daily GraphicHenry LuceLifeNational Geographic

How would your study habits be affected if your textbooks had no tables of content or indexes?What was the link between Gutenberg and the scientific revolution of the 1600s and the 1700s? And with the later Industrial Revolution?Slide9

Chemistry Technology

PhotographyJoseph NíepceMathew BradyMoviesPersistence of visionCamerasProjectors

3-D: Next Big Thing?Willing to pay more for tickets?Annoying glasses?Will other delivery systems like TV catch on?

Chemistry Technology

Applying your media literacy:Explain this assertion: Photography and words are not mass media but are essential for the media to exploit their potential.How does persistence of vision work in movies? How about in 3-D movies?

Electrical Technology

Electricity as TransformationalRecordingsPhonograph

Thomas EdisonEmile BerlinerJoseph MaxfieldElectromagnetic Spectrum

Telegraph

Samuel Morse

Wireless

Granville Woods

Heinrich Hertz

Guglielmo Marconi

Television

Philo Farnsworth

Image Dissector

How does the impact of Emile Berliner’s invention of the metal recording disk compare with Gutenberg’s printing press?What impact did the discovery of wireless communication have on society and globalization?How is persistence of vision employed differently in television and movies?Slide13

Current Technologies

Orbiting SatellitesGeosynchronous orbitArthur C. ClarkeTelstarUplinkDownlink

Back to wiresLandlineEd ParsonsCable TelevisionFiber-optic cables

Satellite television companies advertise they are available to homeowners anywhere in the United States as long as they have unrestricted access to the southern sky. Why south?What technologies transformed the sleepy small town cable television industry beginning in the 1970s?Slide15

Digital Integration

SemiconductorInternet OriginsMedia ConvergenceDigitalDistributionDevices

DistinctionProductionDemocratizationCloud computing

The cloud

Apps

POINTTechnological convergence is upending media infrastructures.The end is near for media industries that once had secure niches but which are now in direct competition with each other on the internet.COUNTERPOINTMedia industries have always adapted to new technology and survived, indeed thrived.

This adaption process probably is occurring now, although hard to perceive.Slide17

How has the semiconductor transformed modern life? And mass media?Is Tim Berners-Lee in the same league as Gutenberg? Edison? Marconi? Farnsworth?Slide18

Technology and Mass Communication

Lasswell ModelWHO says WHAT?

In which CHANNEL?To WHOM?With what EFFECT?Values & Limitations of Models

Technology and Mass Communication (continued)

Point A

Point

The telegraph moves the message from Point A to Point B.

The sender controls the message.

LINEAR COMMUNICATION

Technology and Mass Communication (continued)

Point A

Messages go from a centralized Point A to a great many Point B’s. The sender controls the message.

MASS COMMUNICATION

Point B

Technology and Mass Communication (continued)

Every point in the network can send and receive messages. The recipient has access to every transmission point and controls what is received.

WEB COMMUNICATION

Thinking Critically

What were the early effects of Gutenberg’s movable type on civilization? Can you speculate on what our culture would be like without Gutenberg’s invention?Photography and movies are both rooted in chemical technology, but one is a mass medium and one is not. Explain this statement: a photograph is to a book what a script is to a movie.

Thinking Critically

How did the introduction of systems for delivering mass messages with electricity and electronic technology affect society?Describe components that led to the creation and refinement of our latest mass medium, the internet.

The digital technology underlying the internet changed industries that were built around older mass media. What must traditional media companies do to survive as we know them?