Talking About Media -- Some Definitions
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An elementary discussion of media, with a comparison of traditional and emerging media and an overview of careers in media. Designed for students in an introductory college class in mass media, also appropriate for high school level.
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Talking About Media -- Some Definitions
- 1. TALKING ABOUT MEDIA Some DEFINITIONS MEDIUM: A channel of communication, involving some technology. TELEVISION is a medium A BOOK is a medium THE INTERNET is a medium. MEDIA = Plural of medium. “Television, books and the Internet are examples of media.” CONTENT: The message carried by a medium. FOX NEWS is media content. PANDORA is media content. MEDIA in the United States are privately owned, but owners aren’t media.
- 2. OLD AND NEW MEDIA Some Characteristics Scarcity – Little choice Abundance – Lots of choice Media-Centric Audience-Centric Expensive to produce. Cheap to produce. First copy expensive, more On-demand manufacturing copies cheap. (CreateSpace). Mass audience – one to Networks of Networks many (CBS/NBC). (Facebook). Professionally generated User-generated content. content.
- 3. OLD AND NEW MEDIA Examples Twentieth-Century Fox Oscilloscope Pictures Sony Music Yep Roc Records NBC, ABC, CBS YouTube, Vimeo, Hulu (?) HBO, Showtime Netflix Instant McGraw-Hill Publishers Lulu.com Washington Post Huffington Post Inception Paranormal Activity
- 4. OLD AND NEW MEDIA More Characteristics Getting your work made Digital technology makes (production) used to be production more accessible difficult/expensive. and less costly. Distribution channels still Do-It-Yourself (DIY) somewhat under control of distribution is starting to major media companies. open up. Synergies among media The hard part is getting owned by the same anyone to pay attention – companies help channel the glutted distribution audience. channels.
- 5. OLD AND NEW MEDIA More Characteristics Major media companies New Media producers are have tried to retain control constantly trying to find of distribution through P.R. new distribution channels campaigns and lawsuits. and technologies. In music, digital technology Online distribution of has led to the collapse of the video/films lags about 10 distribution system. years behind music. Major media companies DIY producers are more have retreated, try to inclined to give away control CONSUMPTION product for free, but have through digital rights trouble making money. management.
- 6. TOMORROW’S MEDIA: Convergence CONVERGENCE: Fewer owners, but more distribution channels. Ownership of content becomes crucial. PHYSICAL GOODS (like DVDs) are diminishing in importance. Netflix CEO predicts the company will quit mailing DVDs in 2012. BROADBAND INTERNET is becoming the most important distribution stream for media content. WIRELESS BROADBAND is slow in developing, but is coming. STREAMING and DOWNLOAD-TO-OWN are the distribution channels most likely to be successful after 2010.
- 7. TOMORROW’S MEDIA: Careers CAREERS IN MEDIA are changing rapidly. Traditional media companies are laying off workers and outsourcing content creation. TO BE SUCCESSFUL in media is going to involve some degree of entrepreneurial skill: identifying audiences, developing ideas, attracting investment, finding distribution. TECHNOLOGY is democratizing access to media, but altering the job market for media workers. Technical skills alone are not enough to ensure success.