Traditional Media (Media Theory) and New Media
- 1. The Evolution of Traditional to New Media
- 2. Marshall McLuhan “The medium is the message” • First father and leading prophet of the electronic age • “high priest of pop-culture” • Proponent of the Media Theory on technological determinism • Explained that society adapts to advances in technology, thus changing cultural, political and even historical aspects of that society
- 4. Hot and Cold Media “Hot” Media “Cold” Media •Forms requiring little involvement from the audience •The experience cannot be “touched” and thus the experience is relatively passive and static •With high-level user interactivity •The experience is more involved
- 6. Phonetic Alphabet Printing Press Telegraph
- 7. Tribal Age • Hearing was the most valuable sense of reception • Highly acoustic • Everyone hears at the same time making listening to someone in a group a unifying act,
- 8. Literacy Age • Sense of sight is dominant • Highly visual • The period where the alphabet was invented • Hearing no longer becomes trustworthy; seeing was believing
- 9. Print Age • The period where the printing press was invented • Libraries and other repositories are built to accommodate humans and their readings
- 10. Electronic Age • McLuhan’s “global village” came to life • The telegraph was invented • The age of sound and tactile sense of reception • This ability to communicate instantly returned to the tradition of sound and touch rather than sight.
- 11. Information Age • New era of media experience in the 21st century • Digital or new media age • Everything relied heavily in the use of computers to run major industries • formed by capitalizing on computer microminiaturization advanc es
- 12. Infrastructure Age • Digital technology and internet became pervasive • More involvement in the cyberspace • the infrastructure age is about where we expect computers to live • physical space has been irrevocably transformed by cyberspace
- 14. • Advanced by media scholar Brian Winston (1986) • Culture and society shapes technology • Technology is a product of need and not the other way around Cultural Determinism
- 15. Traditional vs. New Media Traditional New Media •One-directional •The media experience is limited •Sense receptors are very specific •The experience is more interactive •The audience can send feedback •Integrates all aspects of traditional media
- 16. Four Main Categories Of New Media 1.Interpersonal communication media 2.Interactive play media 3.Information search media 4.Collective participatory media
- 21. • Key characteristics of new media, according to McQuail, include interactivity, social presence, media richness, autonomy, playfulness, privacy, and personalization • The new media generation considers itself globally networked made possible by the internet. • Most technologies described as "new media" are digital
- 22. Functions of communication and media
- 23. Inform citizens of what is happening around them
- 24. Educate the audience as to the meaning and significance of the “facts”
- 25. Provide a platform for public political discourse, facilitating the formation of the “public opinion”
- 26. Give publicity to governmental and political institutions
- 27. Serve as a channel for the advocacy of political viewpoints
- 28. Four Theories Of The Press Authoritarian • All forms of communications are under the control of the governing elite, authorities, or influential bureaucrats. • Controlling the media is necessary to protect and prevent the people from national threats through any for of communication • The government has all the rights to restricts/censor any sensitive issue from press to main peace and security in the nation.
- 29. Soviet media • The government undertakes or controls the total media and communication to serve working classes and their interests • Government media provides positive thoughts to create a strong socialized society as well as providing information, education, entertainment, motivation, and mobilization. • The public is encouraged to give feedback which would be able to create interests toward the media.
- 30. Libertarian • Liberalism means information is knowledge and knowledge is power. • Libertarianism is free from any authority or any control or censorship and is an idea of individualism and limited government which is not harmful to another.
- 31. Social responsibility • Social responsibility should be reached by self control, not government intervention. • Media has obligations to society, and media ownership is a public trust. • Media should follow agreed codes of ethics and professional conduct.
- 33. 1.) Who is the first father and leading prophet of the electronic age? 2.) What type of media forms requiring little involvement from the audience? 3.) What age was hearing the most valuable sense of reception? 4.) During what time was the printing press invented? 5.) What concept/theory tells us that technology is a product of need and not the other way around?
- 34. 6.) What age pertains to physical space irrevocably transformed by cyberspace? a. Print Age b. Infrastructure Age c. Information Age 7.) this is one example of the interpersonal communication media? a. Twitter.com/MMDA b. Telephone c. League of Legends game 8.) most of the people use this type of media in their everyday lives? a. Information search media b. collective participatory media c. interactive play media 9.) this is where we integrates all aspects of traditional media a. Traditional b. cultural c. new media 10.) During the electronic age, which was invented? a. Typewriter b. Telegraph c. Word press