HISTORYHISTORY• Media and their wide-ranging effects have been around ever since humanity has been conglomerating Media and their wide-ranging effects have been around ever since humanity has been conglomerating

into tribes and nations.into tribes and nations.

• "Mediology” is a recognized and ever-expanding field of study."Mediology” is a recognized and ever-expanding field of study.

• Three historical ages of transmission technologies:Three historical ages of transmission technologies:

1. The 1. The logospherelogosphere (the age of writing, technology, kingdom, and faith) (the age of writing, technology, kingdom, and faith)

2. The 2. The graphospheregraphosphere (the age of print, political ideologies, nations and laws), (the age of print, political ideologies, nations and laws),

3. The 3. The videospherevideosphere (the age of multimedia broadcasting, models, individuals, and opinions). (the age of multimedia broadcasting, models, individuals, and opinions).

* * Media now get credit for shaping not only to the information we distribute and consume, but our Media now get credit for shaping not only to the information we distribute and consume, but our powers of perception, our political, social and economic systems, and our general constructions of powers of perception, our political, social and economic systems, and our general constructions of truth. truth.

• The Paleolithic cave paintings at Lascaux, are The Paleolithic cave paintings at Lascaux, are very good expressions of media as the TV very good expressions of media as the TV shows and magazines of today. shows and magazines of today.

• The schematic analysis of media --- the The schematic analysis of media --- the recognition and study of its impact on every recognition and study of its impact on every aspect of social living, is only a few decades aspect of social living, is only a few decades old. old.

• Carlyle claimed in the 1830s that the printing Carlyle claimed in the 1830s that the printing press destroyed feudalism and created the press destroyed feudalism and created the modern world; modern world;

• Plato, pointed to the effects of writng 2,500 Plato, pointed to the effects of writng 2,500 years ago.years ago.

• The wide-ranging attention today given to The wide-ranging attention today given to media and their effects is, on the whole, media and their effects is, on the whole, unprecedented. unprecedented.

• The The nineteenth centurynineteenth century brought about major brought about major ideological change that set the stage for media ideological change that set the stage for media studies.studies.

• Darwin had come up with a convincing theory of Darwin had come up with a convincing theory of evolution which smacked God-fearing members of the evolution which smacked God-fearing members of the Victorian Age square in the face. He dismantled on a Victorian Age square in the face. He dismantled on a grand scale the moral, spiritual, and even political, grand scale the moral, spiritual, and even political, foundations of the Western world. foundations of the Western world.

• The subjectivity of this experience --- began to gain The subjectivity of this experience --- began to gain currency and scientific evidence in the late 1800s, and currency and scientific evidence in the late 1800s, and established the foundation on which the grandfather of established the foundation on which the grandfather of media theory, Marshall McLuhan, would base his media theory, Marshall McLuhan, would base his claims half a century later . claims half a century later .

• McLuhan introduced into the language our present McLuhan introduced into the language our present usage of the term media, as well as a number of other usage of the term media, as well as a number of other concepts, including "the global village," "the medium concepts, including "the global village," "the medium is the message," and "The Age of Information," that is the message," and "The Age of Information," that since have become commonplaces. since have become commonplaces.

Progress of Print MediaProgress of Print Media

• The printing press became a public The printing press became a public instrument in the mid-seventeenth century.instrument in the mid-seventeenth century.

• Print media began with political Print media began with political pamphleteering in England.pamphleteering in England.

• November 1640 was the beginning of what November 1640 was the beginning of what has been called a "media revolution," an has been called a "media revolution," an enormous growth in pamphlet production enormous growth in pamphlet production began and accelerated in the following years. began and accelerated in the following years.

SCRIBALSCRIBAL CULTURE CULTURE–

The invention of typography confirmed and extended the new visual stress of applied knowledge, providing the first uniformly

repeatable commodity, the first assembly line and the first mass-production" -- Marshall

McLuhan, Gutenberg Galaxyscribal culture is a very fact that most of what

we do know we access through printed material and an inestimable, but presumably

large amount of the primary sources have been lost or damaged. Scribal culture is, by

the nature of inconsistent.The value of the scribal manuscript is indeed something that has no precise counterpart

today.

TEXTUAL IMPERIALISMTEXTUAL IMPERIALISM

• The printing press gave Western civilization the The printing press gave Western civilization the means to limitlessly duplicate particular ideas means to limitlessly duplicate particular ideas in a particular, standardized text, to extend its in a particular, standardized text, to extend its ideological mantle over the rest of the world. ideological mantle over the rest of the world.

• This phenomenon of expansive power and This phenomenon of expansive power and standardization is unnatural --- a prosthetic standardization is unnatural --- a prosthetic addendum to our communicative capacities addendum to our communicative capacities

ROLE OF PRINT MEDIA IN ROLE OF PRINT MEDIA IN 2121STST CENTURY CENTURY

• Print media has a very important role Print media has a very important role to play in today’s world.to play in today’s world.

• It is because it gives knowledge of It is because it gives knowledge of things happening in the world, job things happening in the world, job opportunities, stock market opportunities, stock market information, weather etc.information, weather etc.

• The world of the print media is big: it The world of the print media is big: it includes everything related to books, includes everything related to books, periodicals and pictures. periodicals and pictures.

NEWSPAPERSNEWSPAPERS• Newspapers: It had started very long back. When Julius Newspapers: It had started very long back. When Julius

Caesar wanted to convey social& political orders to the Caesar wanted to convey social& political orders to the people. The messengers wrote on white boards and people. The messengers wrote on white boards and displayed in popular places.displayed in popular places.

• In 8th century China, the first newspapers appeared as In 8th century China, the first newspapers appeared as hand-written new sheets in Beijing. hand-written new sheets in Beijing.

• The printing press, invented by Johann Gutenberg in 1447, The printing press, invented by Johann Gutenberg in 1447, ushered in the era of the modern newspaper.ushered in the era of the modern newspaper.

• Newspapers in print remain a popular and powerful Newspapers in print remain a popular and powerful medium for the reporting and analysis of events that medium for the reporting and analysis of events that shape our lives. shape our lives.

• WAN estimates that one billion people in the world read a WAN estimates that one billion people in the world read a newspaper every day!newspaper every day!

DIFFERENT TYPES OF DIFFERENT TYPES OF WRITINGS ON SCRIPTS WRITINGS ON SCRIPTS

TO THE COMING OF TO THE COMING OF NEWSPAPERSNEWSPAPERS

Early writing took the form of picture symbols, such as this Babylonian symbol which is probably meant to represent a goat. It was used like currency but showed animals to be traded

"Legal tender. Good for one goat at the corral of your choice."

This token was made from clay and baked. Later, Babylonians baked tablets of writing. They were durable but not very portable.

Greeks and Phoenicians improved on clay tablets by writing on pottery. It was more portable but not quite as durable.

A Chinese scroll written on silk is an early but expensive way to make communication durable and portable.

Ancient Hebrews solved the problem in the same way by using rolls of parchment (animal skins) wrapped around a stick

MAGAZINESMAGAZINES

• The publication of magazines started The publication of magazines started around in 1980’s.around in 1980’s.

• These contain colorful pictures with all These contain colorful pictures with all kinds of information.kinds of information.

• For eg: news, health, recipes, sports etc.For eg: news, health, recipes, sports etc.• It became very popular.It became very popular.• They are published as weeklies, monthly They are published as weeklies, monthly

etc.etc.• Some of the magazines are The Week, Some of the magazines are The Week,

Spotsline,Women’s era.Spotsline,Women’s era.

CATALOGUESCATALOGUES

• They are of mostly two to three pages.They are of mostly two to three pages.

• They give information about products to They give information about products to buy.buy.

• They also have the form to get the They also have the form to get the products.products.

• They are handy when we need to buy bulky They are handy when we need to buy bulky stuff.stuff.

CONCLUSIONCONCLUSION

• So we can understand that print media is So we can understand that print media is important in today’s life. Due to print media important in today’s life. Due to print media we have gained lots of information.we have gained lots of information.

• Therefore make the best use of it everyday.Therefore make the best use of it everyday.

THANKTHANK

YOUYOU