Communication Technology UAMG 3053

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Communication Technology UAMG 3053

• Week 3
• Development of the
• New Media

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New Media

• Traditional Media Radio, Magazine, Newspaper,
  Television
• Electronic mass media Radio, Television
• New Media Cable TV, Wireless mobile phone,
  Satellite Broadcasting, Internet, the World Wide
  Web, Cable Television

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Medium/ media

• Can be referring to
• 1. Communication media institution or
  organization where people work (the press,
  cinema, broadcasting)
• 2. The cultural and material products of these
  institution (the forms and genres of news, road
  movie, soup, forms of newspaper, book, film,
  discs)

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Definition of a new media

• New media is a complex set of interactions
  between new technological possibilities and
  established media forms.
• It also refers to changes in production,
  distribution and use of the media

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A conceptual road map to new media technology

• Changes in technology
• Production technology
• - gathering and processing information
• Distribution technology
• - transmission or movement of information
  (electronic)

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A conceptual road map.cont.

• Display technology
• - technology of presenting information to user,
  audience, or consumer
• Storage technology
• - technology in housing information

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Whats new about new media?

• 1. New textual experiences new kind of genre
  and textual form
• 2. New ways of representing the world offer new
  representational possibilities and experiences
• 3. New relationship between subjects (users and
  consumers) and media technologies changes in
  use and reception of image and communication
  media in everyday life

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Whats new

• 4. New experiences of the relationship between
  embodiment, identity and community shifts in
  the personal and social experience of time,
  space, and place
• 5. New conceptions of the biological bodys
  relationship to technological media distinction
  between the human and the artificial, nature and
  technology, body and technological prostheses,
  the real and the virtual

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Whats new.

• 6. New patterns of organization and production
  wider realignments and integrations in media
  culture, industry, economy, access, ownership,
  control and regulation
• 7. Computer-mediated communication email

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Whats new.

• 8. New ways of distributing and consuming WWW,
  CD, DVD
• 9. Virtual reality simulated environments to
  fully representational spaces
• 10. A whole range of transformation and
  dislocations of established media photography,
  cinema, television, animation

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Characteristics of new media

• 1. Digitality
• 2. Interactivity
• 3. Hypertexuality
• 4. Dispersal
• - Consumption
• - Production
• - Consumption meets production
• 5. Virtuality

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Digitality

• 1. Digitality The process, storage, input and
  output are in the form of non continuous number
• E.g. 1) Write on paper versus type in to word
  processing program
• E.g. 2) Writing a letter versus email

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Interactivity

• 2. Interactivity The users ability to directly
  intervene in and change the images and texts that
  they access
• The audiences are users rather than viewers
  or readers
• User constructs his or her own text during his or
  her hypertextual navigation

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Interactivity cont.

• Interactive Extractive (textual ) and immersive
  (visual and sensual)
• Audiences perspective
• A more powerful sense of user engagement with
  media text
• A more independent relation to sources of
  knowledge
• Individualized media use
• Greater user choice

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Interactivity cont.

• Problems in Interactivity
• 1. Problems of interpretation the meaning of a
  text is not securely encoded for all audiences
• 2. Problems of definition instability of the
  extracting the meaning of text between users.
• 3. Problems of producers how much control to
  give to the user

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Hypertextuality

• 3. Hypertextuality
• Hypertext Greek word that mean above, beyond,
  and outside
• Hypertext a text which provides a network of
  links to other texts that are above, beyond, and
  outside itself
• Any verbal, visual, or audio data that has links
  to other data

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Dispersal

• 4. Dispersal the product of shifts in our
  relationships with both the consumption and
  production of media texts
• A. Consumption
• From 1980 to 2000, the consumption of media are
  shifting from limited standardized texts to large
  number of highly differentiated texts

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Dispersalcont.

• Centralized production to decentralized
  production
• Uniformity of consumption and standardized
  content, distribution, production process
  created the possibility of control and regulation
  of media systems
• One to many model but in 2000, a computer
  server has multiple input and output

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Dispersalcont.

• B. Production
• The technology and media production and operation
  are more available to the population. E.g.
  camcorder, desktop publishing, design
  technologies
• Diffusion of media production in everyday life
  homepage,
• The distinction between production and consumer
  has broken down

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Dispersalcont.

• C. Consumption meets production
• prosumer market/product
• product that are equally use for consumer and
  professional market camcorder, PC
• Music Industries with technologies CD,
  bed-room studio, garage band, mixing dance music

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Virtuality

• 5. Virtuality
• A) Virtual reality the immersive, interactive
  experience provided by new forms of image and
  simulation technology.

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Virtualitycont

• Virtual reality refers to two kinds of
  technologically facilitated experience and a
  number of new media genres cyberspace
• A) Experience of immersion in computer graphic
  and digital video B). Space where participants in
  online communication feel themselves to be

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Virtualitycont.

• E.g. the space when you talk on the phone, it is
  not where you sit and the person is but somewhere
  in between. Example like when a television
  conversation was presented in a split screen mode
  on TV.
• Virtual reality can also be achieved in the
  movie or reading a book

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Virtuality Cyberspace cont.

• Cyberspace
• Definition 1 visual, tactile, and aural
  experiences in a situation where the senses and
  the consciousness are felt to be in one place
  while the corporeal body of the user is in
  another, the physical and the material world

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Virtuality Cyberspace

• Definition 2 The capability of a contemporary
  technology to simulate reality on one hand and
  generate fantasy on the other
• Offers the opportunity for user to adopt markers
  of identity (personality, gender, status, and
  physical attributes) that differ from their
  identities

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Virtuality - Cyberspace

• The possibility of forming new kinds of
  association and community without depend upon
  spatial location and which can transcend
  geographical, social, and political boundaries
  and divisions
• The Idea came from a William Gibsons novel
  "Neuromancer, coined the term "cyberspace."

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Mediamorphosis

• Mediamorphosis an idea presented by Roger
  Fidler to help us understand the changes in the
  media
• Like where the new media come from and what their
  impact will be on existing media.

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Definition by Roger Fidler

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

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Mediamorphosiscont

• media are complex, adaptive system.
• media respond to external pressures with a
  spontaneous process of self-reorganization.
• media evolve for increased chances of surviving
  in a changing environment.

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Principles of Mediamorphosis

• 1. Co-evolution and co-existence All media
  forms exist, evolve together in expanding,
  complex, adaptive system. Old forms influence new
  one.
• 2. Metamorphosis New media emerge gradually
  from the older forms.
• 3. Propagation Emerging media forms retain and
  spread dominant traits from older one.

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Principles of Mediamorphosis

• 4. Survival Older forms adapt and evolve to
  survive.
• 5. Opportunity and NEED New media dont
  succeed because they are cool. There must be
  market opportunity, plus motivating social,
  political, economic or other reasons.
• 6. Delayed adoption New technology always takes
  longer than expected to attain commercial success.

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Summarizing mediamorphosis

• The presence of a new media does not and would
  not totally replaced an older media because the
  older medias ability to adapt to the new
  environment and survived.
• Older media reform themselves and become more
  focus to their specific audiences

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Mediamorphosis on Radio

• History of Radio
• Rooted in telegraph and telephone technology
• First to enable simultaneously transmit
  entertainment
• From 1920 to 1940 the only to hear live reports
  from around the world

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M. On Radio

• Development of Radio in US
• 1920 oldest commercial radio station in AM
• 1922 British Broadcasting Company (BBC)
• 1930 FM broadcasting
• 1978 FM listenership exceeded AM

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M. On Radio

• Development of Radio in Malaysia
• 1921 first radio set A.L. Birch
• 1942 Japanese took over radio Broadcasting
• 1942 British reclaimed the stations
• 1960 First radio commercial aired
• 1975 Radio Muzik was launched

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Changes in Radio

• A) Changes in Market Place
• 1. Telecommunication Act of 1996
• - eliminated the ownership limitation caps.
• B) Changes in technologies
• 1. Enhancements to improve transmission
• 2. Supplements to existing services
• 3. New transmission modes

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Now and Future

• New delivery competition
• 1. Satellite Digital Audio Radio (SDAR) Service
• - Subscriber-based satellite radio service
  launched during 2001 and 2002
• a) XM radio
• b) Sirius

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XM Radio
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XM Radio cont
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XM Radio

• XM 9.99/ month
• Programming
• Decades, country, hits, Christian, rock, urban,
  jazz and blues, lifestyle, dance, Latin, World,
  Classical, Kids, News, Sports, Comedy, Talk,
  Traffic
• XM Online- unlimited access to 75 XM channels

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Sirius Satellite Radio

• no commercials
• 12.95 per month
• over 120 channels of radio
• digital-quality sound

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Sirius Satellite Radio
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Now and Future cont.

• 2. Internet Radio
• - Broadcast.com purchased by Yahoo!
• - www.yes933.com.sg
• 3. Cellular Phone and MP3
• - Radio on cell phone
• - Apples iPod

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What are impacts of new media on radio ?

• Programming
• - Morning and afternoon drive time show
• - Team up with TV station for news and weather
• Interactivity on radio
• - SMS request, fax
• Audiences
• - Fragmented

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Tutorial Questions Week 6

• 1. Describe new media in terms of production,
  distribution, display, and storage.
• 2. How does a new media changes the production,
  distribution in your field of PR or JR?
• 3. What is mediamorphosis? What are the impact of
  new media on the existing media?
• 4. (a) According to Roger Fidler, where did the
  new media come from? Give examples
• (b) According to your prediction, will any
  existing media be replaced ? Why
• 5. From audiences perspective, describe
  interactivity.

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Tutorial Questions Week 7

• 1. Based on the example of mediamorphosis on
  radio, explain the impact of new media on
  television (in general) or television in
  Malaysia.
• 2. What are problems in interactivities?
• 3. In your own understanding, define and explain
• a) Cyberspace
• b) Virtual reality
• 4. What are advantages and disadvantages of
  Prosumer products/markets?
• 5. One of the consequences of interactivity and
  hypertext is that Knowledge is constructed in
  multilinear rather than monolinear. What is the
  major concern of the multilinear construction of
  knowledge?

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Group Projects Marking Clarification

• a) Content 40
• b) Organization/ flow 20
• c) Analysis and Discussion 35
• e) Participation/ Evaluation/Effort 5
• 100

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References

• Grant, A. E. Meadows, J. H. (2002).
  Communication technology update. New York Focal
  Press.
• Lister, M., Dovey, J., Giddings, S., Grant, I.,
  Kelly, K. (2003). New media A critical
  introduction. New York Routledge.
• Schoenherr, S. E. (2004). Radio and Television
  History. Retrieved on February 4, 2005 from
  http//history.acusd.edu/gen/recording/radio-telev
  ision0.html

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References

• RTM Website - http//www.rtm.net.my/english/web/hi
  story.htm
• FCC - http//www.fcc.gov/Bureaus/Mass_Media/News_R
  eleases/1996/nrmm6009.txt
• XM Satellite Radio www.xmradio.com
• Sirius Satellite Radio http//www.sirius.com/hp/
  index_noflash.html