Com546 Leading Discussion[1]

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YunLi

FOR COURSE COM546, MEDIA EVOLUTION AND TREND.

Technology

Principles of New Media Lev Manovich (2001) New Media VS Old Media COM546, YUN LI

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Digital and Social Media: The Root of Our Existence As the list of mediated technology continues to grow, some argue that the traditional definitions of mass media and mass communication are no longer relevant in our society. Where does digital and social media fit into the scheme of things? Before we engulf ourselves in answering that question, let’s consider the state of media and mass communication today. New Media, New Considerations New considerations of what mass media are and what mass communication entails began to take shape during that later half of the 20th century. As early as the late 1960s with the development of computers, government and businesses were reaping the benefits of communicating to large amounts of people using technology and these new ways of were gaining a lot of attention. During the 1970s, computers were introduced to the individual for their own personal use and thus the revolution into new media began (Computer History Museum, n.d.). New media are those systems that have two characteristics in common--digital and interactive. While legacy media provided one-to-many communication with little to no feedback, new media are delivered in a digital format allowing the audience member to respond, often times immediately to the mediated message. These new media systems include, but are not limited to computers, the Internet, CD and DVD technology, and interactive video games. Portable and handheld media such as cell phones, smart phones, and netbooks have joined the ranks of new media providing the ability to deliver a variety of mediated messages on the go. New media provide us with the capability of interacting with media and with others in real time over large network systems. These systems have allowed us to advance personally and professionally and have even paved the way for some major accomplishments in our society. However, their introduction has left us with the seemingly impossible task of redefining mass communication. The traditional definition of mass communication introduced in chapter one does not adequately describe our media environment today. That definition focused on one-to-many communication with the possibility of limited feedback. The audience was, in essence passive. With today’s media systems the audience has, and takes advantage of, the opportunity to be active an active participant in the mass mediated process. VIDEO Given these factors some have presented new ways of looking at mass communications. Vivian (2009) describes it as a, “technology-assisted process by which messages are sent to large, faraway audiences”. This definition removes the restriction of a complex organization being the sender of the message. Biagi (2010) offers a similar definition of the concept describing mass communication as, “communication from one person or group of persons through a transmitting device (a medium) to large audiences or markets”. Still others have decided to abandon th.

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