Communication Technology UAMG3053

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Communication Technology UAMG3053

• Week 4 5
• Impact of New Media

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Visual Communication

• Visual Communication any optically stimulating
  message that is understood by viewer (Lester).
• Visual Messages any direct, mediated, or mental
  picture.

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Our brain process three types of visual messages

• Mental those that we experience from inside of
  our mind such as thoughts, dreams and
  fantasies.
• Direct those that we see without media
  intervention.
• Mediated those that we see through some type of
  print or screen (movie, television, computer),
  and medium

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Visual Process

• The Visual Process to see clearly is to think
  clearly (Aldous Huxley, The art of seeing).

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To Seeing Clearly

• First stage Sense letting enough light enter
  your eyes so that you could see objects
  immediately around you.
• Second Stage Select to isolate and look at a
  specific part of a scene within enormous frame of
  possibilities that sensing offers. Selecting is a
  conscious, intellectual act.
• Third Stage Perceive try to make sense of what
  you select.

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Select
Perceive
Remember
Sense
Seeing
Know
Learn
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• The more you know, the more you sense. The more
  you sense, the more you select. The more you
  select, the more you perceive. The more you
  perceive the more you remember. The more you
  remember, the more you learn. The more you learn,
  the more you know.

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The more you know, the more you see

• Proposed by Aldous Huxley
• Seeing is a complex process that involves the
  mind as well as the eyes
• Clear seeing is the combination of how much you
  know and how much you feel at any particular
  moment

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• The more you know, the more you see
• Example A ball player will look at a ball game
  differently that a newcomer. He or she might look
  at the angle of the ball, the technique of the
  players, and the signal of the team
  communication. The newcomer might only interested
  in the score of the game

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Visual and Communication

• The studies Visual Communication
• Visual Persuasion in Advertising
• Public Relations
• Journalism
• Cartoon
• Photography
• Pictorial Stereotypes Gender, Race, Life style
• Motion Picture
• Television

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Digital Photography

• Shahira Fahmy and C. Zoe Smiths study
  Photographers Note Digitals Advantages,
  Disadvantages.
• Qualitative Study of digital photography on
  participants of 2001 Picture of the Year
  International (POYi) contest.
• First, email contact
• Second, email questions
• Third, Answer by email or telephone

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Shooting Digital

• Advantages
• 1. Able to stay in location longer
• Disadvantages
• 1. May leave assignments earlier
• - Decrease the quality of journalistic coverage
• - Tend to shoot less images

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Digital Darkroom

• Advantages
• Photographers have control over images on digital
  darkroom
• Computer screen is more intimate easy to work
• Better working environment- without chemical
• Disadvantages
• Difficult to look at computer screen
• Less intimate relationship with the work

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Archiving

• Advantages
• More Organize
• Disadvantages
• Limited Storage forced to delete images
• Spend more time to burn CD and create archive
• Images cannot represent the past

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Issue of Control

• Advantages
• Photographers time become more valuable and
  flexible
• Photographers have more control over images
• Disadvantages
• Photographers as editor deleting/screening
• Limit the work of photojournalists

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Picture Editing

• Advantages
• More value to picture editor job
• Disadvantages
• Picture Editors job might be replaced
• Visual content and real work
• - images are products of a chain gatekeepers
• 3. Less quality images
• - Loose picture editor second eyes opinion.

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Interpersonal Relationships

• Advantages
• Enhanced personal relationships
• - Photographers come in to newsroom to scan,
  edit
• - Physically present in the newsroom
• Disadvantages
• Isolate photographers from newsroom transmit
  from location
• In future, photographers might do not have to
  come in to the newsroom at all

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Visual Persuasion in Public Relations

1. How it was reported might be more important
   that what it was reported
2. PR tries to influence news reporters and public
   opinion
3. Helps journalists identify important stories
4. PR in political campaign US presidential
   campaign
5. News editors prefer well-written and interesting
   news items

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• 6 PR chooses newspaper read and reread
• 7. PR events staged to attract media attention
• 8. TV- persuasive impact of visual communication
  can be exploited The Super bowl commercial
• 9. Cable provides specialize audiences
• 10. Guess appearances TV shows
• 11. Video News Release
• 12. Expanded news releases - informercials

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Culture Shock

• The difficulties that you experience as you
  integrate into a new society can be a result of
  what is termed culture shock
• Living in a new culture can exhilarating,
  personally rewarding, and intellectually
  stimulating. It also can be frustrating.
• Those who doesnt maintain an open mind, and
  doesnt invest any effort trying to understand a
  foreign culture, is always going to be in a state
  of shock.

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• Based on a study in Hong Kong which observed five
  values among several families.
• Foster continuous contact among family members,
  save time, nurture family values, tie into the
  pride felt by Hong Kongs people as they joined
  mainland China and extend childrens education
  efforts
• Related technology products were introduced to
  these families such as

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• Thinktank would connect schools, teachers and
  parents, who will get information about the
  childs work at school.
• TeacherLINK would connect teachers to parents
  seeking advice and
• LogBook would link office-bound parents to
  children working on lessons at home.
• Homebase system would provide a data link to
  household facilities

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• Foodchain would promote shopping at any time.
  Fish and chicken would wear bar- coded tags, then
  specify when Foodchain employees should kill them
  and how should be prepared and where they should
  be delivered.
• To figure out what will sell in a culture,
  companies should consider establishing a sort of
  living laboratory where they can study how people
  live, incorporate tools in their daily routines
  and what they need to create a better life at
  home and at work.

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Real Time Transmission

• Real-time
• - techniques include placing several frames of
  video into a buffer on the client (user)
  computers hard drive, and then beginning to play
  the video, as more files are placed into the
  buffer
• - Playing a video images, approximately
  real-time, without having to wait for an entire
  large video file to download

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• Real Time cont.
• - Instantaneous transmission
• Satellite Broadcasting/Transmission
• - War zone report/news
• - Satellite conference
• Internet Broadcasting/ Transmission
• - Streaming video via the Internet
• Real-time weather data satellite and radar

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Communication Technology UAMG3053

• Week 4 5
• Impact of New Media

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Journalisms Challenges in Real-Time

• The dissemination of news is now instantaneous
  and global
• News affects public perception and public policy
• No spin zone
• Technological revolution is making the control of
  the flow of news and information and to spin it
  in their favor
• Government actions are now tracked live on
  television

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• Government become more transparent
• Media and public as watchdog
• Reduce media biases and manipulation of local
  media - as audiences (users) can easily compare
  the how the same news and information is handled
  by other media
• To maintain control - Government and military
  might totally block access to news or held away
  front-line action
• Enlist correspondent with self-censorship

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• The responsibility is on the journalist.
• Real-time report makes it more difficult for
  government to ensure their interpretation of
  events is the only version that is disseminated
• The immediacy of news increases the impact of
  journalism and pressure government to react
  quickly
• E.g. Compared news on WWII, Bosnia, and
  Afghanistan and Iraq

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• Reporting in real time
• Technology provides journalist with more
  opportunities and risks
• Reporting in real-time and the expensive
  equipments make journalist a target for attack
• Media organizations have to ensure accuracy,
  objectivity, and freedom of bias

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Huge responsibilities on journalist

• 1. Cheaper equipment freelance war journalists
• - Pressure to go to the frontline for
  marketable footage
• - Paparazzi
• 2. Digital images easy to manipulate
• - Burden to verify materials
• 3. Framing news events in their context
• - e.g. airing a burning of US flag without
  commentary or using a old footage with new
  story

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Outlook of Modern Journalism

• Roger Fidler Those newspapers that can blend
  credible, High-quality information with
  compelling, interactive presentations will have
  the opportunity to live longer and prosper
  (Pavlik, 1998, p. 186)
• Newspapers are incorporating URLs in their daily
  content since mid-1990s
• Internet has become a tool for journalists to
  gather news and information

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Journalists and Internet

• In 1998-1999
• Preferred
• Yahoo!
• Alta Vista
• Excite
• Netscape
• HotBot
• Infoseek

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• Types of Websites
• State government site
• Federal government site
• Newspapers site
• Strong Websites
• Reputable Sources
• Valid and accurate information
• Searchable
• Easy access to information

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• Preferred web based technology
• Email
• File-transfer protocol
• Bulletin Board less use
• Audio Streaming less use

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Factors to publish online version with
interactivity

• 1. Competition website as extravagance
• 2. Community Pluralism desire media interaction
• 3. Ownership decision

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Quality of New Media Content

• Advantages of New Media Content
• Rich multimedia presentation
• Individualization of content
• Fully interactive
• Immersive forms of content

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• Shovel-ware
• referring the quality of online publication
• Electronic products that are nothing more than
  their paper products
• Directly converted the paper version into
  electronic version
• Example IF the printed version of the Star and
  Star.com is the same.
• The online electronic version does not provide us
  with any additional information.

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New Media and Dissemination

• Rapid Dissemination Distribution technology
• The speed of dissemination of information
• One-to-many dissemination
• From many to many dissemination

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Heterogeneous Audience

• Heterogeneous
• consisting of dissimilar or diverse ingredients
  or constituents

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Audiences

• Has long been understood as receivers
• Traditionally refers to reader of, viewers of,
  listeners to one or other media channel
• The term audience is diverse and constantly
  changing
• E.g. Readers of early 18th century novels and to
  subscribers to 2005 cable television services to
  the Internet (users)

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Audiences are both

• 1. Product of a social context
• - Shared cultural interests, understandings,
  information needs
• - E.g. Classical theaters, sports, romantic
  comedy, anti-war, republican and democrat.
• 2. Response to a particular pattern of media
  provision (arrangement)
• - Television and Radio uses, Different
  lifestyle, availability, and everyday routines.

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Audiences can be define by

1. Place Local, regional or International
2. People Age, gender, political belief, income
   (demographic)
3. Medium/Channel - TV, Radio, Internet
   (organization and technology combined)
4. Content Genres, Styles,
5. Time Primetime, daytime, drive-time

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History and Development of Audience

• Classical Time
• Media audience started in public theatrical and
  musical performances Roman and Creek city
• - Physical gathering in a certain place
• - Spectator of public events
• Had it own customs, rules, and expectations about
  time, place and content of performances
  conditions for admission

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Features of audience in classical time

• Localized in place and time
• Sit in an auditorium to hear or see what was
  going on and to respond directly
• Smaller audience by modern standard
• Active within itself and interactive within
  performers live performances
• Have a potential collective life of its own,
  based on a common background and the shared
  experience of the moment

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Emergence of Mass Audience

• Printed Book
• Started with the introduction of printed book
• Allowed effective communication at a distance in
  space and time and also privacy in use
• Dispersed reading public a set of individuals
  choosing the same texts

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Printed Book.

• Reading public was localized in cities, social
  status, and language
• Expansion of technology has made the printed
  material cheap and plentiful for diversified
  audiences
• Changes in technology and society altered the
  nature of audiences, especially in respect of
  scale
• Urbanization, rail transportation, technology in
  printing, increased literacytransformed printing
  production to a large-scale industries

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Film and Audience

• Invention of film restored the original of
  locatedness of reception pictures showing in
  town hall
• Created the first mass audience large scale
  reception and identical message or performance
• Millions of people can enjoy the same mediated
  emotional and learning experiences

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• Audiences might not be able to interact with the
  film, but audiences could interact with each
  other
• No live performance, accept for musical
• The show was always and everywhere the same

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Audience and Broadcasting

• New kind of audience based on technology
• Competition of audiences become a matter of
  competing equipment cable and satellite, video
  and audio recording, MP3 and CD
• Was initially a distribution technology
• Audience could be defined as consisting of those
  who possessed the reception equipment

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• Simultaneity of impact was much greater and
  affected larger numbers
• Uniformity of content
• Privatization watching TV is a private affair
• Earlier TV audiences are large, anonymous,
  addicted, and passive
• TV and radio audiences are outside of the range
  of direct observation and record

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Audience as

• Audience as a mass
• Mass audience products of modern industrial
  urban society
• - Largeness of society, anonymous, rootlessness,
  detached individuals, lacks any organization,
  stable structure, rules, and no fixed location

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Audience as

• Audience as a group
• 2. Experience is personal, small scale, and
  integrated into social life
• - People makes their media choices
• Audience as a market
• 3. TV and radio audiences
• - Region served by media, social-demographic,
  actual and potential market
• - Focus on media consumption

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Tutorial 9 - Questions

• 1. What are four main changes that have affected
  the audience with the development of new media?
• 2. Discuss how the phrase the more you know, the
  more you see is true in your profession.
• 3. (a) Define audience.
• (b) Can we refer to the Internet audience as
  heterogeneous? Why?
• 4 What is the prediction of John Pavlik about the
  3 stages of online journalism in the future?
• 5. What are disadvantages of digital photography
  from photojournalists perspective?

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References

• Jukes, S. (2002). Real-time responsibility
  Journalisms challenges in an instantaneous age.
  Harvard International Review, 24, p. 14- 18.
• Lester, P. M. (2003). Visual communication
  Images with messages. Belmont, CA
  Wadsworth/Thomson Learning.
• Lowrey, W. (2003). What influences small
  newspapers to decide to publish online news?
• Newspaper Research Journal, 24, p. 83-90.
• McQuail, D. (1997). Audience analysis. London
  Sage.

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References

• Pavlik, J. V. (1998). New media technology,
  London Allyn and Bacon.
• Robinson, P. (2002). The CNN effect The myth of
  news, foreign policy and intervention. London
  Routledge.