Communication Technology Communication Technology UAMG 3053UAMG 3053

Week 3Week 3

Development of theDevelopment of the ‘ ‘New Media’New Media’

New MediaNew Media

Traditional Media = Radio, Magazine, Traditional Media = Radio, Magazine, Newspaper, TelevisionNewspaper, Television

Electronic mass media = Radio, Electronic mass media = Radio, TelevisionTelevision

New Media = Cable TV, Wireless New Media = Cable TV, Wireless mobile phone, Satellite Broadcasting, mobile phone, Satellite Broadcasting, Internet, the World Wide Web, Cable Internet, the World Wide Web, Cable Television Television

Medium/ mediaMedium/ media Can be referring to:Can be referring to:

1. Communication media = institution 1. Communication media = institution or organization where people work or organization where people work (the press, cinema, broadcasting)(the press, cinema, broadcasting)

2. The cultural and material products 2. The cultural and material products of these institution (the forms and of these institution (the forms and genres of news, road movie, soup, genres of news, road movie, soup, forms of newspaper, book, film, forms of newspaper, book, film, discs)discs)

Definition of a new mediaDefinition of a new media

New media is a complex set of New media is a complex set of interactions between new interactions between new technological possibilities and technological possibilities and established media forms. established media forms.

It also refers to changes in It also refers to changes in production, distribution and use of production, distribution and use of the mediathe media

A conceptual road map to new A conceptual road map to new media technologymedia technology

Changes in technologyChanges in technology Production technologyProduction technology

- gathering and processing - gathering and processing informationinformation

Distribution technologyDistribution technology

- transmission or movement of - transmission or movement of information (electronic)information (electronic)

A conceptual road map…….cont.A conceptual road map…….cont.

Display technology Display technology

- technology of presenting - technology of presenting information to user, audience, or information to user, audience, or consumerconsumer

Storage technologyStorage technology

- technology in housing “information”- technology in housing “information”

What’s new about new media?What’s new about new media?1.1. New textual experiences New textual experiences – new kind – new kind

of genre and textual form of genre and textual form 2. 2. New ways of representing the worldNew ways of representing the world

– offer new representational – offer new representational possibilities and experiencespossibilities and experiences

3. 3. New relationship between subjects New relationship between subjects (users and consumers) and media (users and consumers) and media technologiestechnologies – changes in use and – changes in use and reception of image and reception of image and communication media in everyday communication media in everyday lifelife

What’s new…What’s new…4. 4. New experiences of the relationship New experiences of the relationship

between embodiment, identity and between embodiment, identity and communitycommunity – shifts in the personal – shifts in the personal and social experience of time, and social experience of time, space, and place space, and place

5. 5. New conceptions of the biological New conceptions of the biological body’s relationship to technological body’s relationship to technological mediamedia – distinction between the – distinction between the human and the artificial, nature and human and the artificial, nature and technology, body and technological technology, body and technological prostheses, the real and the virtual prostheses, the real and the virtual

What’s new….What’s new….

6.6. New patterns of organization and New patterns of organization and productionproduction – wider realignments – wider realignments and integrations in media culture, and integrations in media culture, industry, economy, access, industry, economy, access, ownership, control and regulationownership, control and regulation

7. 7. Computer-mediated communication Computer-mediated communication –– email email

What’s new….What’s new….

8. 8. New ways of distributing and New ways of distributing and consumingconsuming – WWW, CD, DVD – WWW, CD, DVD

9. 9. Virtual realityVirtual reality – simulated – simulated environments to fully environments to fully representational spaces representational spaces

10. 10. A whole range of transformation A whole range of transformation and dislocations of established and dislocations of established mediamedia – photography, cinema, – photography, cinema, television, animationtelevision, animation

Characteristics of new mediaCharacteristics of new media

1. Digitality1. Digitality 2. Interactivity2. Interactivity 3. Hypertexuality3. Hypertexuality 4. Dispersal4. Dispersal

- Consumption- Consumption- Production- Production- Consumption meets production- Consumption meets production

5. Virtuality5. Virtuality

DigitalityDigitality

1. 1. DigitalityDigitality = The process, storage, = The process, storage, input and output are in the form of input and output are in the form of non continuous numbernon continuous number

E.g. 1) Write on paper versus type in to E.g. 1) Write on paper versus type in to word processing programword processing program

E.g. 2) Writing a letter versus emailE.g. 2) Writing a letter versus email

InteractivityInteractivity

2. 2. InteractivityInteractivity = The user’s ability to = The user’s ability to directly intervene in and change the directly intervene in and change the images and texts that they accessimages and texts that they access

The audiences are The audiences are “users”“users” rather rather than “viewers” or “readers”than “viewers” or “readers”

User constructs his or her own text User constructs his or her own text during his or her hypertextual during his or her hypertextual navigationnavigation

Interactivity …cont.Interactivity …cont. Interactive: Extractive (textual ) and Interactive: Extractive (textual ) and

immersive (visual and sensual) immersive (visual and sensual)

Audiences perspective:Audiences perspective: A more powerful sense of user A more powerful sense of user

engagement with media textengagement with media text A more independent relation to A more independent relation to

sources of knowledgesources of knowledge Individualized media useIndividualized media use Greater user choiceGreater user choice

Interactivity …cont.Interactivity …cont.Problems in InteractivityProblems in Interactivity

1. Problems of interpretation – the 1. Problems of interpretation – the meaning of a text is not securely meaning of a text is not securely encoded for all audiencesencoded for all audiences

2. Problems of definition – instability of 2. Problems of definition – instability of the extracting the meaning of text the extracting the meaning of text between users. between users.

3. Problems of producers – how much 3. Problems of producers – how much control to give to the usercontrol to give to the user

HypertextualityHypertextuality

3. 3. HypertextualityHypertextuality• Hypertext – Greek word that mean Hypertext – Greek word that mean

“above, beyond, and outside”“above, beyond, and outside”• Hypertext = a text which provides Hypertext = a text which provides

a network of links to other texts a network of links to other texts that are “above, beyond, and that are “above, beyond, and outside” itselfoutside” itself

• Any verbal, visual, or audio data Any verbal, visual, or audio data that has links to other datathat has links to other data

DispersalDispersal

4. 4. Dispersal Dispersal = the product of shifts in = the product of shifts in our relationships with both the our relationships with both the consumption and production of consumption and production of media textsmedia texts

A. A. ConsumptionConsumption From 1980 to 2000, the consumption of From 1980 to 2000, the consumption of

media are shifting from limited media are shifting from limited standardized texts to large number of standardized texts to large number of highly differentiated textshighly differentiated texts

Dispersal…cont.Dispersal…cont.

Centralized production to decentralized Centralized production to decentralized productionproduction

Uniformity of consumption and Uniformity of consumption and standardized content, distribution, standardized content, distribution, production process – created the production process – created the possibility of control and regulation of possibility of control and regulation of media systemsmedia systems

““One to many” model but in 2000, a One to many” model but in 2000, a computer server has multiple input and computer server has multiple input and output output

Dispersal…cont.Dispersal…cont.

B. B. ProductionProduction The technology and media production The technology and media production

and operation are more available to the and operation are more available to the population. E.g. camcorder, desktop population. E.g. camcorder, desktop publishing, design technologiespublishing, design technologies

Diffusion of media production in Diffusion of media production in everyday life – “homepage”, everyday life – “homepage”,

The distinction between production and The distinction between production and consumer has broken downconsumer has broken down

Dispersal…cont.Dispersal…cont.

C. C. Consumption meets productionConsumption meets production ““prosumer” market/productprosumer” market/product

• product that are equally use for product that are equally use for consumer and professional market – consumer and professional market – camcorder, PCcamcorder, PC

Music Industries – with technologies – Music Industries – with technologies – CD, bed-room studio, garage band, CD, bed-room studio, garage band, mixing dance musicmixing dance music

VirtualityVirtuality

5. 5. VirtualityVirtuality

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

Virtuality…contVirtuality…cont

Virtual reality refers to Virtual reality refers to two kindstwo kinds of of technologically facilitated experience technologically facilitated experience and a number of new media genres – and a number of new media genres – cyberspacecyberspace

A) Experience of immersion – in A) Experience of immersion – in computer graphic and digital video computer graphic and digital video B). Space where participants in B). Space where participants in online communication online communication feelfeel themselves to be themselves to be

Virtuality…cont.Virtuality…cont.

E.g. the space when you talk on the E.g. the space when you talk on the phone, it is not where you sit and the phone, it is not where you sit and the person is but somewhere in between. person is but somewhere in between. Example like when a television Example like when a television conversation was presented in a split conversation was presented in a split screen mode on TV.screen mode on TV.

Virtual reality can also be achieved Virtual reality can also be achieved in the movie or reading a bookin the movie or reading a book

Virtuality – Cyberspace cont.Virtuality – Cyberspace cont.

CyberspaceCyberspace Definition 1Definition 1: visual, tactile, and aural : visual, tactile, and aural

experiences in a situation where the experiences in a situation where the senses and the consciousness are senses and the consciousness are felt to be in one place while the felt to be in one place while the corporeal body of the user is in corporeal body of the user is in another, the physical and the another, the physical and the material worldmaterial world

Virtuality – CyberspaceVirtuality – Cyberspace Definition 2Definition 2: The capability of a : The capability of a

contemporary technology to simulate contemporary technology to simulate reality on one hand and generate reality on one hand and generate fantasy on the otherfantasy on the other

Offers the opportunity for user to Offers the opportunity for user to adopt markers of identity adopt markers of identity (personality, gender, status, and (personality, gender, status, and physical attributes) that differ from physical attributes) that differ from their identitiestheir identities

Virtuality - CyberspaceVirtuality - Cyberspace

The possibility of forming new kinds The possibility of forming new kinds of association and community of association and community without depend upon spatial location without depend upon spatial location and which can transcend and which can transcend geographical, social, and political geographical, social, and political boundaries and divisionsboundaries and divisions

The Idea came from a William The Idea came from a William Gibson’s novel "Neuromancer,“ Gibson’s novel "Neuromancer,“ coined the term "cyberspace."coined the term "cyberspace."

MediamorphosisMediamorphosis

Mediamorphosis = an idea Mediamorphosis = an idea presented by Roger Fidler to presented by Roger Fidler to help us understand the changes help us understand the changes in the mediain the media

Like Like where the new media come where the new media come fromfrom and and what their impact will be what their impact will be on existing media.on existing media.

Definition by Roger FidlerDefinition by Roger Fidler

““the transformation of the transformation of communication media, usually communication media, usually brought about by complex interplay brought about by complex interplay of perceived needs, competitive and of perceived needs, competitive and political pressures, and social and political pressures, and social and technological innovations” technological innovations”

Mediamorphosis…contMediamorphosis…cont

media are “complex, adaptive media are “complex, adaptive system”. system”.

media respond to external pressures media respond to external pressures with a spontaneous process of self-with a spontaneous process of self-reorganization. reorganization.

media evolve for increased chances media evolve for increased chances of surviving in a changing of surviving in a changing environment.environment.

Principles of MediamorphosisPrinciples of Mediamorphosis 1. 1. Co-evolution and co-existenceCo-evolution and co-existence – All – All

media forms exist, evolve together media forms exist, evolve together in expanding, complex, adaptive in expanding, complex, adaptive system. Old forms influence new system. Old forms influence new one.one.

2. 2. MetamorphosisMetamorphosis – New media – New media emerge gradually from the older emerge gradually from the older forms.forms.

3. 3. PropagationPropagation – Emerging media – Emerging media forms retain and spread dominant forms retain and spread dominant traits from older one.traits from older one.

Principles of MediamorphosisPrinciples of Mediamorphosis

4. 4. Survival Survival – Older forms adapt and – Older forms adapt and evolve to survive.evolve to survive.

5. Opportunity and NEED – New media 5. Opportunity and NEED – New media don’t succeed because they are don’t succeed because they are cool. There must be market cool. There must be market opportunity, plus motivating social, opportunity, plus motivating social, political, economic or other reasons.political, economic or other reasons.

6. Delayed adoption – New technology 6. Delayed adoption – New technology always takes longer than expected always takes longer than expected to attain commercial success.to attain commercial success.

Summarizing mediamorphosisSummarizing mediamorphosis

The presence of a new media does The presence of a new media does not and would not and would not totally replacednot totally replaced an an older media because the older older media because the older media’s ability to adapt to the new media’s ability to adapt to the new environment and survived. environment and survived.

Older media reform themselves and Older media reform themselves and become more focus to their specific become more focus to their specific audiences audiences

Mediamorphosis on RadioMediamorphosis on Radio

History of RadioHistory of Radio Rooted in telegraph and telephone Rooted in telegraph and telephone

technologytechnology First to enable simultaneously First to enable simultaneously

transmit entertainmenttransmit entertainment From 1920 to 1940 – the only to hear From 1920 to 1940 – the only to hear

live reports from around the worldlive reports from around the world

M. On RadioM. On Radio

Development of Radio in USDevelopment of Radio in US 1920 – oldest commercial radio 1920 – oldest commercial radio

station in AMstation in AM 1922 – British Broadcasting Company 1922 – British Broadcasting Company

(BBC)(BBC) 1930 – FM broadcasting1930 – FM broadcasting 1978 – FM listenership exceeded AM 1978 – FM listenership exceeded AM

M. On RadioM. On Radio

Development of Radio in MalaysiaDevelopment of Radio in Malaysia 1921 – first radio set – A.L. Birch1921 – first radio set – A.L. Birch 1942 – Japanese took over radio 1942 – Japanese took over radio

BroadcastingBroadcasting 1942 – British reclaimed the stations1942 – British reclaimed the stations 1960 – First radio commercial aired1960 – First radio commercial aired 1975 – Radio Muzik was launched1975 – Radio Muzik was launched

Changes in RadioChanges in RadioA) Changes in Market PlaceA) Changes in Market Place1. Telecommunication Act of 19961. Telecommunication Act of 1996

- eliminated the ownership - eliminated the ownership limitation caps.limitation caps.

B) Changes in technologiesB) Changes in technologies1. Enhancements to improve 1. Enhancements to improve

transmission transmission 2. Supplements to existing services2. Supplements to existing services3. New transmission modes3. New transmission modes

Now and FutureNow and Future

New delivery competitionNew delivery competition

1. Satellite Digital Audio Radio (SDAR) 1. Satellite Digital Audio Radio (SDAR) ServiceService

- Subscriber-based satellite radio - Subscriber-based satellite radio service launched during 2001 and service launched during 2001 and 20022002

a) XM radio a) XM radio

b) Siriusb) Sirius

XM RadioXM Radio

XM Radio …contXM Radio …cont

XM RadioXM Radio

XM $ 9.99/ month XM $ 9.99/ month

ProgrammingProgramming

Decades, country, hits, Christian, rock, Decades, country, hits, Christian, rock, urban, jazz and blues, lifestyle, urban, jazz and blues, lifestyle, dance, Latin, World, Classical, Kids, dance, Latin, World, Classical, Kids, News, Sports, Comedy, Talk, TrafficNews, Sports, Comedy, Talk, Traffic

XM Online- unlimited access to 75 XM XM Online- unlimited access to 75 XM channelschannels

Sirius Satellite RadioSirius Satellite Radio

no commercials no commercials 12.95 per month12.95 per month over 120 channels of radio over 120 channels of radio digital-quality sound digital-quality sound

Sirius Satellite RadioSirius Satellite Radio

Now and Future …contNow and Future …cont..

2. Internet Radio2. Internet Radio

- Broadcast.com purchased by - Broadcast.com purchased by Yahoo!Yahoo!

- - www.yes933.com.sgwww.yes933.com.sg

3. Cellular Phone and MP33. Cellular Phone and MP3

- Radio on cell phone- Radio on cell phone

- Apple’s iPod- Apple’s iPod

What are impacts of new media on What are impacts of new media on radioradio ? ?

ProgrammingProgramming

- Morning and afternoon drive time - Morning and afternoon drive time showshow

- Team up with TV station for news - Team up with TV station for news and weatherand weather

Interactivity on radioInteractivity on radio

- SMS request, fax- SMS request, fax

AudiencesAudiences

- Fragmented - Fragmented

Tutorial Questions Week 6Tutorial Questions Week 6

1. 1. Describe new media in terms of production, Describe new media in terms of production, distribution, display, and storage.distribution, display, and storage.

2.2. How does a new media changes the production, How does a new media changes the production, distribution in your field of PR or JR?distribution in your field of PR or JR?

3.3. What is mediamorphosis? What are the impact What is mediamorphosis? What are the impact of new media on the existing media?of new media on the existing media?

4.4. (a) According to Roger Fidler, where did the new (a) According to Roger Fidler, where did the new media come from? Give examplesmedia come from? Give examples(b) According to your prediction, will any (b) According to your prediction, will any existing media be replaced ? Whyexisting media be replaced ? Why

5. 5. From audiences perspective, describe From audiences perspective, describe “interactivity”. “interactivity”.

Tutorial Questions Week 7Tutorial Questions Week 71. Based on the example of mediamorphosis on radio, explain 1. Based on the example of mediamorphosis on radio, explain

the impact of new media on television (in general) or the impact of new media on television (in general) or television in Malaysia. television in Malaysia.

2. What are problems in interactivities?2. What are problems in interactivities?

3. In your own understanding, define and explain:3. In your own understanding, define and explain:a) Cyberspacea) Cyberspaceb) Virtual realityb) Virtual reality

4. What are advantages and disadvantages of “Prosumer” 4. What are advantages and disadvantages of “Prosumer” products/markets?products/markets?

5. One of the consequences of interactivity and hypertext is 5. One of the consequences of interactivity and hypertext is that Knowledge is constructed in multilinear rather than that Knowledge is constructed in multilinear rather than monolinear. What is the major concern of the multilinear monolinear. What is the major concern of the multilinear construction of knowledge? construction of knowledge?

Group Project’s Marking Group Project’s Marking ClarificationClarification

a) Contenta) Content 40%40%

b) Organization/ flow b) Organization/ flow 20%20%

c) Analysis and Discussionc) Analysis and Discussion 35%35%

e) Participation/ Evaluation/Effort e) Participation/ Evaluation/Effort 5%5%

100%100%

ReferencesReferences Grant, A. E. & Meadows, J. H. (2002). Grant, A. E. & Meadows, J. H. (2002).

Communication technology update.Communication technology update. New York: New York: Focal Press. Focal Press.

Lister, M., Dovey, J., Giddings, S., Grant, I., & Lister, M., Dovey, J., Giddings, S., Grant, I., & Kelly, K. (2003). Kelly, K. (2003). New media: A critical New media: A critical introduction.introduction. New York: Routledge. New York: Routledge.

Schoenherr, S. E. (2004). Radio and Television Schoenherr, S. E. (2004). Radio and Television History. Retrieved on February 4, 2005 from History. Retrieved on February 4, 2005 from http://history.acusd.edu/gen/recording/radio-televhttp://history.acusd.edu/gen/recording/radio-television0.htmlision0.html

ReferencesReferences RTM Website - RTM Website - http://http://

www.rtm.net.my/english/web/history.htmwww.rtm.net.my/english/web/history.htm FCC - FCC -

http://www.fcc.gov/Bureaus/Mass_Media/News_Rehttp://www.fcc.gov/Bureaus/Mass_Media/News_Releases/1996/nrmm6009.txtleases/1996/nrmm6009.txt

XM Satellite Radio – XM Satellite Radio – www.xmradio.comwww.xmradio.com Sirius Satellite Radio – Sirius Satellite Radio – http://http://

www.sirius.com/hp/index_noflash.htmlwww.sirius.com/hp/index_noflash.html