Amiel Jansen Demetrial, MAAL

TRADITIONAL MEDIA,
NEW MEDIA, &
SOCIAL MEDIA
Lecturer
Languages, Communication, and Humanities Department
College of Arts and Sciences

MASS MEDIA
are the cultural industries—the channels of communication—that produce and distribute songs, novels, TV shows,
newspapers, movies, video games, Internet services, and other cultural products to large numbers of people.
MASS COMMUNICATION
The process of designing cultural messages and stories and delivering them to large and diverse audiences through
media channels as old and distinctive as the printed book and as new and converged as the Internet.

TIMELINE OF THE DEVELOPMENT OF THE MEDIA

Had an impact on art.

PHOTOGRAPHY: FX
Now that a means had been developed to preserve realistic images, artists were free to experiment and develop
different ways of portraying the world.
Enabled each generation to make a permanent record of its personal history.
Ordinary people took photos of significant people, objects, and events: marriages, new babies, new cars, pets,
vacations, family reunions, proms, and so on.
Made it possible for photographs to be published in magazines and newspapers.
By the beginning of the 20th century, dozens of illustrated dailies and weeklies were being published in the United
States.
Changed the definition of news itself.
Increasingly, news became that which could be shown. Accidents, natural disasters, demonstrations, and riots were
natural photo opportunities.
Made photographers of everybody, and that, in turn, has raised privacy issues.

SOCIAL MEDIA: A SHORT HISTORY

The precursor to social media were personal webpages, which served as a means of self-expression, these were
pages where people could post photos, brief autobiographies, poems and essays, and links to other sites that they
enjoyed.
The Web site that is generally acknowledged as the first social network site. The site advertised itself as a tool to help
people connect.
Debuted in 2001 as a site aimed at linking together business professionals and entrepreneurs but never achieved
mass popularity.
The theory behind Friendster was that people would feel more comfortable dating friends of friends than they would
strangers that they met online. MySpace let users personalize their spaces and was a favorite of independent bands
who used the service to promote their music.

MASS MEDIA/COMM
MASS MEDIA are the cultural industries—the channels of communication—that produce and distribute songs,
novels, TV shows, newspapers, movies, video games, Internet services, and other cultural products to large numbers
of people.
MASS COMMUNICATION
The process of designing cultural messages and stories and delivering them to large and diverse audiences through
media channels as old and distinctive as the printed book and as new and converged as the Internet.

TIMELINE OF THE DEVELOPMENT OF THE MEDIA

BEFORE MASS COMMUNICATION
• Language developed about 200,000 years ago and led to the development of an oral culture—one that depended
on the spoken word.
• Writing probably developed in Sumeria(present-day Iraq) about 3500 B.C.E.
WRITING HELPED ESTABLISH EMPIRES BY MAKING IT EASIER TO KEEP RECORDS AND TO COORDINATE THE
MOVEMENT OF ARMIES.
DOMINIC, 2013
PRINTING
• China was responsible for half the development of the printing system: the invention of paper and the
development of block printing.
• Later on, in Germany, Johann Gutenberg developed the movable metal type printing press, which started the mass
production of books.
THE GUTENBERG REVOLUTION
Books eventually became the first mass-marketed products in history because of the way the printing press
combined three necessary elements:
1. Machine duplication replaced the tedious System in which scribes hand-copied texts.
2. Duplication could occur rapidly, so large quantities of the same book could be reproduced easily.
3. faster production of multiple copies brought down the cost of each unit, which made books more affordable to
less affluent people.
THE GUTENBERG
REVOLUTION: FX
• Facilitated the development of vernacular (everyday) languages across the European continent.
• Played a role in the religious upheaval that swept Europe in the 16th century.
• Speeded up the publication of scientific research.
• Helped exploration.
• Had a profound effect on the growth of scholarship and knowledge.
• Led to the dissemination of what we would today call news.

THE (TELE) GRAPH/PHONE

• When it first appeared, the telegraph was described as the great “annihilator of time and space.” It was the first
device that made possible instantaneous point-to-point communication over huge distances.
• It separated communication from transportation, making media messages instantaneous.

THE TELEGRAPH: FX
• Cities thousand of miles from each other communicated at the speed of light.
• Made it possible to keep track of train locations and coordinate the complex job of shipping goods to various parts
of the USA.
• Changed the conduct of wars.
• Sped up communication between buyers and sellers, reported transactions, and organized deliveries.
• Enhanced newspapers’ ability to transmit news.
• Set the precedent for the relationship between the government and large media companies.
• The telegraph was joined by a companion invention, the telephone. Like the Morse invention the telephone
conquered time and space and had the added advantage of requiring no special skills, such as Morse code, for its
use. It transmitted the human voice from point to point.

THE TELEPHONE: FX
• Transmitted the human voice from point to point.
• Made private conversations easier to achieve.
• Like the telegraph, enabled people to communicate over vast distances in what we would not call real time.
• Had far-reaching impacts on the political, economic, and social development of nations.
PHOTOGRAPHY & MOTION PIX
• Early portraits provided a way to preserve and humanize history.
• Before the camera the public’s view of war was probably shaped mostly by paintings and etchings that showed
magnificent cavalry charges and brave soldiers vanquishing the enemy, not the horror and carnage of actual combat.

PHOTOGRAPHY: FX
Had an impact on art.
Now that a means had been developed to preserve realistic images, artists were free to experiment and develop
different ways of portraying the world.
Enabled each generation to make a permanent record of its personal history.
Ordinary people took photos of significant people, objects, and events: marriages, new babies, new cars, pets,
vacations, family reunions, proms, and so on.
Made it possible for photographs to be published in magazines and newspapers.
By the beginning of the 20th century, dozens of illustrated dailies and weeklies were being published in the United
States.
Changed the definition of news itself.
Increasingly, news became that which could be shown.
Accidents, natural disasters, demonstrations, and riots were natural photo opportunities.
Made photographers of everybody, and that, in turn, hasraised privacy issues.

PHOTOGRAPHY & MOTION PIX

• The technology behind photography led to the development of another way to capture an image. The goal behind
this new milestone, however, was to capture an image in motion.

MOTION PICTURES: FX
• Large companies came to dominate the production, distribution, and exhibition of movies.
• Going to the movies became an important social activity for the young.
• Became a major cultural institution.
• Had an influence on journalism as well.

BROADCASTING: RADIO & TV

• Radio, the first medium that brought live entertainment into the home, would not have been possible without
advances in physics. Advances in wire telephony in the United States made it possible to send voice and music over
the air and prompted AT&T to fund a massive research program in the area.

RADIO: FX
• Helped popularize different kinds of music.
• Made its own contributions to the popular culture, through soap operas.
• Provided what in a more modern era would becalled instant analyses of what was said.
• Personalized the news.
• Changed the way people spent their free time.
TV: FX
• Replaced radio as the country’s most important entertainment and information medium and became a major
cultural and social force.
• Transformed politics.
• Exerted a standardizing influence on society as well.
• Television news became the most important and believable source of information.
• Created a whole new slate of stars and celebrities.
• Credited with creating a reservoir of communal experience.

THE DIGITAL REVOLUTION

• Digital technology is a system that encodes information—sound, text, data, graphics, video—into a series of on-and
off pulses that are usually denoted as zeros and ones.

“THE SLOW HUMAN HANDLING OF MOST INFORMATION IN THE FORM OF [RECORDED MUSIC], BOOKS, MAGAZINES,
NEWSPAPERS, AND VIDEOCASSETTES IS ABOUT TO BECOME THE INSTANTANEOUS TRANSFER OFELECTRONIC DATA
THAT MOVE AT THE SPEED OF LIGHT.” EVENTS THAT PUSHED

THE DIGITAL AGE

• The computer was invented, the very first device that used digital system to process information.
• Cable television became available, which led to further globalization.
• The development of the internet, which allowed computers to send digital information to all parts of the globe.
• The development of e-commerce further sped up the growth of major companies all over the world.
• The emergence of social media has made it possible for people to participate in many civil and societal functions.

DIGITAL MEDIA: FX
• Sped up the transfer and processing of information.
• Transformed business models.
• Made possible digital effects which are nowcommon in films and television.
• Triggered a revolution in the way information was stored and shared.
• Increased the access to information.
• Democratized publishing and content creation.
• Made elections more transparent.
• Changed the landscape of the arts.
• Resulted in an information glut.
• Increased the digital divide.

MOBILE MEDIA
• The mobile phone penetration in the Philippines is at 103. These are indications that the next wave of
communication technology is breaking over us.
MOBILE MEDIA: CHARACTERISTICS
• They depend on wireless technology.
• They are portable, making it possible for people to access information from anywhere.
• They are interconnected, making it possible for people to hook into the Internet or the worldwide phone network.
• They are blurring the distinction between mass and interpersonal communication
.
BEFORE THE CELL PHONE, TWO SCREENS DOMINATED AMERICAN LIVES: THE TV SCREEN AND THE COMPUTER
SCREEN. CELL PHONES AND TABLET COMPUTERS HAVE BECOME THE THIRD SCREEN—A SCREEN THAT HAS THE
POTENTIAL TO DRASTICALLY TRANSFORM TRADITIONAL MEDIA AND OUR CULTURE.

MOBILE MEDIA: FX
• Allowed regular people to conduct surveillance.
• Let users take photos and videos and post these on the Web within seconds.
• Increase linkage among people.
• Increased media personalization.
• Led to the rise of mobile parenting.
• Has caused the phenomenon called time softening.
• Increased accidents.
• Increased coordinated terrorism and crimes.
• Have raised privacy issues.
• Has further increased the digital divide.

SOCIAL MEDIA
• We are in the midst of the last communication milestone of this age—social media.

EVENTS THAT LED TO THE DEV’T OF SOCIAL MEDIA

• The first tool for social media ever invented was the telephone.
• The birth of the internet opened up new channels for social media.
• The development of the World Wide Web made social media even more
possible over the internet.

SOCIAL MEDIA: A SHORT HISTORY

Personal Webpages
The precursor to social media were personal webpages, which served as a means of self-expression, these were
pages where people could post photos, brief autobiographies, poems and essays, and links to other sites that they
enjoyed.

SOCIAL MEDIA: A SHORT HISTORY

SixDegrees.com
The Web site that is generally acknowledged as the first social network site. The site advertised itself as a tool to help
people connect.
Ryze.com
Debuted in 2001 as a site aimed at linking together business professionals and entrepreneurs but never achieved
mass popularity. Friendster
The theory behind Friendster was that people would feel more comfortable dating friends of friends than they would
strangers that they met online.
MySpace
MySpace let users personalize their spaces and was a favorite of independent bands who used the service to
promote their music.

SOCIAL MEDIA: FX
• Changed the idea of community.
• Changed how we define privacy.
• Made history more permanent.

MASS COMM & CULTURE

• Despite the fact that culture can limit and divide, it can also liberate and unite. As such, it offers us infinite
opportunities to use communication for good—if we choose to do so.

CULTURE MAY BE DEFINED AS THE SYMBOLS OF EXPRESSION THAT INDIVIDUALS, GROUPS, AND SOCIETIES USE
TO MAKE SENSE OF DAILY LIFE AND TO ARTICULATE THEIR VALUES.
DOMINIC, 2013

PERCEIVING CULTURE
• Culture is made up of both the products that a society fashions and, perhaps more important, the processes that
forge those products and reflect a culture’s diverse values.
• Culture, therefore, is a process that delivers the values of a society through products or other meaning-making
forms.
• Culture links individuals to their society by providing both shared and contested values, and the mass media help
circulate those values.

BECAUSE WE HAVE LOOKED AT EACH NEW ADVANCE IN COMMUNICATION TECHNOLOGY AS OPPORTUNITIES FOR
POLITICS AND ECONOMICS, WE HAVE DEVOTED THEM, ALMOST EXCLUSIVELY, TO GOVERNMENT AND TRADE. WE
HAVE RARELY SEEN THEM AS OPPORTUNITIES TO EXPAND [OUR] POWERS TO LEARN AND EXCHANGE IDEAS AND
EXPERIENCE. (PP. 20–21)

MASS MEDIA AS CULTURALSTORYTELLERS

• A culture’s values and beliefs reside in the stories it tells.
• Our stories help define our realities, shaping the ways we think, feel, and act.
• “Storytellers” have a responsibility to tell their stories in as professional and ethical a way as possible.
• We use these stories not only to be entertained but also to learn about the world around us, to understand the
values, the way things work, and how the pieces fit together.

MASS MEDIA AS CULTURAL FORUM

• Mass communication has become a primary forum for the debate about our culture.
• The most powerful voices in the forum have the most power to shape our definitions and understandings.
• The forum is only as good, fair, and honest as those who participate in it.

A CULTURAL MODEL FOR MASS COMM

• A more contemporary approach to understanding media is through a cultural model. This concept recognizes
that individuals bring diverse meanings to messages, given factors and differences such as gender, age,
educational level, ethnicity, and occupation.