DAD 489: MULTIMEDIA PRODUCTION MANAGEMENT

READINGS, RESEARCH AND DISCUSSIONS

UNDERSTANDING MEDIA AND ITS ROLE IN SOCIETY

1.1 WHAT IS MEDIA? DEFINITION AND MEANING

The term media, which is the plural of medium, refers to the communication channels through which we
disseminate news, music, movies, education, promotional messages and other data. It includes physical
and online newspapers and magazines, television, radio, billboards, telephone, the Internet, fax and
billboards.

It describes the various ways through which we communicate in society. Because it refers to all means of
communication, everything ranging from a telephone call to the evening news on television can be called
media.

When talking about reaching a very large number of people we say mass media. Local media refers to,
for example, your local newspaper, or local/regional TV/radio channels.

1.1.2 Explore the WHO, WHAT, WHY, HOW, WHEN, WHERE of Media

WHO: Media involves various stakeholders, including journalists, reporters, editors, producers,
advertisers, content creators, and consumers.

WHAT: Media encompasses a wide range of communication channels used to disseminate information,
entertainment, and advertising. This includes newspapers, television, radio, internet platforms, social
media, magazines, and more.

WHY: Media serves several purposes, including informing the public, shaping opinions, entertaining,
educating, and facilitating communication and advertising.

HOW: Media operates through various mediums and formats, such as print, broadcast, digital, and social
platforms. It involves gathering, creating, editing, and distributing content through these channels.

WHEN: Media operates 24/7 in today's digital age, with news cycles constantly updating and content
being consumed at any time of the day or night.
WHERE: Media is present everywhere, from traditional outlets like newspapers and television to digital
platforms such as websites, social media networks, streaming services, and mobile apps. It reaches
audiences locally, nationally, and globally.

1.2 Evolution of Media

PRINT MEDIA (15TH CENTURY)

Before the invention of the printing press, books and manuscripts were painstakingly copied by hand,
making them rare and expensive. Johannes Gutenberg's invention in the 15th century allowed for the
mass production of printed materials.

The printing press significantly lowered the cost of producing books and newspapers, democratizing
access to information. It played a crucial role in the Renaissance, the Reformation, and the Scientific
Revolution by spreading knowledge widely.

NEWSPAPERS (17TH CENTURY)

The first newspapers emerged in the 17th century, coinciding with the growth of trade, commerce, and
literacy. They initially focused on trade and economic news.

Newspapers became a powerful tool for disseminating information, influencing public opinion, and
shaping political discourse. The 18th century saw the rise of editorial content and the birth of
investigative journalism.

TELEGRAPH (19TH CENTURY)

The telegraph, developed by Samuel Morse in the 1830s and 1840s, allowed messages to be transmitted
over long distances using electrical signals. The telegraph revolutionized long-distance communication,
enabling the transmission of news rapidly. It played a crucial role in coordinating activities, particularly in
the business and military sectors.

RADIO BROADCASTING (20TH CENTURY)

Historical Context: Radio technology emerged in the early 20th century, with pioneers like Guglielmo
Marconi. The first regular radio broadcasts began in the 1920s.

Impact: Radio became a primary source of news and entertainment, reaching a wide audience. It played
a significant role during World War II, providing information and boosting morale.
TELEVISION (MID-20TH CENTURY)

Television technology matured in the mid-20th century, with the first regular broadcasts starting in the
late 1930s and early 1940s. Television quickly became a dominant medium, providing a combination of
audio and visual content. It played a key role in shaping cultural norms, political debates, and public
perceptions.

INTERNET AND DIGITAL REVOLUTION (LATE 20TH CENTURY):

The internet's roots can be traced back to ARPANET in the late 1960s. The World Wide Web, developed
in the early 1990s, made the internet accessible to the general public. The internet transformed the way
information is shared, making it more accessible and interactive. The transition from analog to digital
formats further expanded the possibilities for multimedia content.

SOCIAL MEDIA (21ST CENTURY):

Social media platforms like Friendster and Myspace emerged in the early 2000s, with Facebook and
Twitter gaining prominence later in the decade. Social media revolutionized communication by enabling
user-generated content, real-time interaction, and the rapid dissemination of information. It became a
powerful tool for social and political movements.

MOBILE TECHNOLOGY (21ST CENTURY):

The widespread adoption of smartphones began in the mid-2000s, with the launch of devices like the
iPhone. Mobile technology made media consumption more portable and personalized. Apps and mobile
websites allowed users to access news, videos, and social media on the go.

STREAMING SERVICES (21ST CENTURY):

The rise of streaming services began in the mid-2000s, with platforms like Netflix transitioning from DVD
rentals to online streaming.

Streaming services disrupted traditional broadcasting models, offering on-demand content and
personalized viewing experiences. This shift marked a departure from scheduled programming.

AUGMENTED AND VIRTUAL REALITY (EMERGING TECHNOLOGIES):

Augmented and virtual reality technologies started gaining attention in the late 20th century, but
significant developments occurred in the 21st century. These emerging technologies have the potential
to revolutionize media by providing immersive and interactive experiences, opening up new possibilities
for storytelling, gaming, and virtual communication.
1.3 NATURE OF MEDIA

REACH TO MASS AUDIENCE:

Global Accessibility: Media, in its various forms, has the capacity to reach a wide and diverse audience
globally. Whether through television, radio, newspapers, or digital platforms, media enables the
dissemination of information to millions of people simultaneously.

Democratization of Information: The accessibility of media contributes to the democratization of

information, allowing people from different backgrounds and locations to access news, entertainment,
and educational content.

CONVEYANCE OF INFORMATION

Diverse Formats: Media employs diverse formats, including text, audio, visuals, and multimedia, to
convey information. This diversity caters to different learning styles and preferences among the
audience.

Educational and Informative Role: Beyond entertainment, media serves an educational function by
providing information on current events, science, history, and various other subjects. It acts as a key
source of knowledge and a platform for sharing expertise.

INFLUENCE ON PUBLIC OPINION

Framing and Agenda-Setting: Media has the power to shape public opinion through the framing of news
stories and agenda-setting. The selection of stories, the tone of coverage, and the emphasis on particular
issues can influence how audiences perceive events.

Persuasion and Social Influence: Advertisements, editorials, and opinion pieces contribute to persuasive
communication, influencing attitudes and behaviors. Media can play a role in shaping social norms by
promoting certain values and lifestyles.

REFLECTION OF SOCIETY

Cultural Representation: Media acts as a mirror reflecting the cultural, social, and political realities of a
society. It portrays diverse perspectives, experiences, and identities, contributing to a shared
understanding of societal dynamics.

Social Issues and Debates: Media often highlights and addresses social issues, sparking public discourse
and debate. Through news coverage, documentaries, and fictional narratives, it brings attention to issues
such as inequality, justice, and human rights.
ROLE IN SHAPING CULTURAL NORMS

Cultural Narratives: Media plays a crucial role in shaping cultural narratives by presenting stories,
characters, and symbols that resonate with audiences. Popular culture, including movies, music, and
television, contributes to the construction of cultural identity.

Norm Reinforcement and Challenge: Media both reinforces existing cultural norms and challenges
them. It can introduce new ideas, perspectives, and lifestyles, contributing to cultural evolution and
adaptation over time.

In conclusion, the nature of media is characterized by its ability to reach a mass audience, convey
information through diverse formats, influence public opinion, and serve as a reflection of society. Media
plays a significant role in shaping cultural norms by presenting narratives, influencing perceptions, and
contributing to ongoing societal conversations. It is a dynamic force that both reflects and shapes the
cultural landscape of the societies it serves.

1.4 TYPES OF MEDIA

PRINT MEDIA:

Newspapers: Newspapers have been a staple of print media for centuries, providing daily or periodic
updates on local, national, and international news.

Magazines: Magazines cover a wide range of topics and are typically published weekly, monthly, or
quarterly. They often feature in-depth articles, analyses, and visuals.

BROADCAST MEDIA

Radio: Radio broadcasting has been a prominent medium for news, music, and entertainment. It offers a
platform for live broadcasts, interviews, and storytelling.

Television: Television is a visual and auditory medium that delivers news, entertainment, and
educational content through scheduled programming.

DIGITAL MEDIA

Websites: Websites are a fundamental component of digital media, offering a wide range of content,
including news articles, blogs, videos, and interactive features.

Social Media: Platforms like Facebook, Twitter, Instagram, and LinkedIn facilitate the sharing of user-
generated content, connecting people globally and shaping online conversations.
Podcasts: Podcasts are audio or video recordings distributed digitally. They cover diverse topics,
including interviews, storytelling, educational content, and discussions.

Outdoor Media

Billboards: Large outdoor advertisements that can be seen by people passing by on roads or public
spaces.

Signage: Includes posters, banners, and other types of visual displays used for advertising or conveying
information in outdoor settings.

INTERACTIVE MEDIA

Video Games: Interactive digital games that engage players in various genres, including action,
adventure, simulation, and role-playing.

Virtual Reality (VR): An immersive technology that creates a simulated environment, allowing users to
interact with and experience a virtual world.

New Media

Definition: New media is a broad term encompassing digital, computerized, or networked forms of
communication that have emerged in the latter part of the 20th century and beyond.

Characteristics: New media often involves interactivity, user-generated content, and real-time
communication. Examples include blogs, online forums, wikis, and various web-based platforms that
emphasize user participation.

Each type of media serves different purposes and caters to diverse audience preferences. The advent of
digital technologies has brought about a convergence of these media types, with many traditional forms
adapting to the digital landscape. The dynamic nature of media continues to evolve, influenced by
technological advancements and changing consumer behaviors.

1.5 FUNCTIONS OF MEDIA

Media plays a multifaceted role in society, serving various functions that cater to the diverse needs and
interests of the audience. Here are four key functions of media:
Informative Function

Providing News and Information: One of the primary functions of media is to inform the public about
current events, news, and developments. News outlets, both traditional and digital, serve as crucial
sources for timely and accurate information.

Educational Content: Beyond news, media also serves an educational function by providing content that
enhances the audience's understanding of a wide range of topics. Documentaries, feature articles, and
programs contribute to public knowledge.

Entertainment Function:

Source of Leisure and Enjoyment: Media serves as a significant source of entertainment, offering a wide
array of content, including movies, TV shows, music, literature, and online videos. This function helps
people relax, unwind, and enjoy leisure time.

Cultural Expression: Entertainment media reflects and contributes to cultural norms, values, and creative
expressions. It plays a role in shaping cultural identities and fostering a sense of shared experience.

Persuasive Function:

Influencing Opinions and Attitudes: Media engages in persuasive communication through advertising,
editorials, and opinion pieces. Advertisements aim to influence consumer behavior, while editorials and
opinion pieces contribute to shaping public opinion on various issues.

Advocacy and Social Change: Media platforms are used to advocate for social causes and influence public
attitudes toward issues such as environmental sustainability, human rights, and social justice.

Surveillance Function:

Monitoring Societal Events: Media serves as a societal watchdog by monitoring and reporting on events
at local, national, and international levels. This surveillance function holds individuals and institutions
accountable for their actions.

Public Awareness: Through news coverage, media contributes to public awareness of social, political,
economic, and environmental issues. This function is essential for an informed and engaged citizenry.
Lesson 2: Media and Communication

Objective:

- Understand the relationship between media and communication.

- Explore how media influences and shapes communication in society.

Media and communication are intricately linked, playing a pivotal role in shaping the way information,
ideas, and messages are disseminated and received within society. Understanding the relationship
between media and communication involves recognizing the multifaceted ways in which media serves as
a conduit for the exchange of information, influences social interactions, and shapes public opinion.

2.1 Media as a Communication Tool: Across various platforms such as television, radio, print, and digital
media, the dissemination of content enables individuals and groups to communicate with a wide
audience. Whether it's news reports, entertainment content, or educational material, media facilitates
the transmission of messages on a global scale, impacting the way people perceive and engage with the
world around them.

2.2 Interactivity and Feedback: In the modern era, media has evolved to become interactive, allowing
audiences to actively engage with content creators. Through social media, online forums, and digital
platforms, individuals can share their opinions, provide feedback, and participate in discussions, creating
a dynamic exchange of ideas and perspectives.

2.3 Media and Social Interaction: The influence of media on social interactions and relationships is
profound, particularly with the rise of social media platforms. These platforms have redefined how
people communicate, connect, and form communities, influencing everything from personal
relationships to the dynamics of social movements and activism.

2.4 Role of Media in Public Opinion: Media plays a crucial role in shaping public opinion by presenting
information, framing issues, and providing diverse perspectives on various topics. The way news is
reported, the opinions expressed by media outlets, and the narratives that gain prominence can
significantly influence public discourse and attitudes.

2.5 Challenges and Ethical Considerations: The influence of media on communication also presents
challenges, including the prevalence of misinformation, media bias, and the ethical responsibilities of
media professionals. Developing media literacy is essential for consumers to critically evaluate and
navigate the vast amount of information available through various media channels, empowering
individuals to discern fact from fiction and make informed decisions.

In conclusion, the relationship between media and communication is complex and multifaceted. Media
serves as a powerful tool for communication, enabling the exchange of information, influencing social
interactions, shaping public opinion, and presenting both opportunities and challenges in the modern
information landscape. Understanding this relationship is crucial for individuals to engage with media in
a thoughtful, discerning, and informed manner.

LESSON 3: TRADITIONAL MEDIA & NEW MEDIA

Objective:

- Differentiate between traditional media and new media.

- Understand the characteristics and functions of traditional media, including print, broadcast, and
outdoor advertising.

- Explore the emergence and impact of new media, such as digital platforms, social media, and online
streaming services.

- Analyze the convergence of traditional and new media in the modern communication landscape.

- Discuss the implications of traditional and new media on content creation, distribution, and audience
engagement.

3.1 Traditional Media:

Traditional media encompasses long-established forms of communication, including print, broadcast,

and outdoor media. Print media, such as newspapers and magazines, has historically been a primary
source of news and information dissemination. Broadcast media, including radio and television, has been
instrumental in reaching mass audiences with news, entertainment, and advertising content. Outdoor
media, such as billboards and posters, has been a prominent way to deliver messages in public spaces.
These forms of media have played a significant role in shaping public discourse and shaping cultural
norms.
3.2 New Media:

New media refers to digital and interactive forms of communication that have emerged with
advancements in technology. This includes websites, social media platforms, blogs, podcasts, online
videos, and streaming services. New media is characterized by its interactivity, user-generated content,
and the ability to reach global audiences in real time. It has transformed communication dynamics by
enabling instant sharing of information, fostering online communities, and providing diverse platforms
for content creation and consumption.

3.3 Media Convergence:

Media convergence is the integration of different media forms into a single platform or device. Advances
in technology have facilitated the merging of traditional and new media, leading to a convergence of
content, distribution, and audience participation. This convergence has resulted in the blurring of
boundaries between different types of media and the creation of multifaceted storytelling experiences
that leverage various mediums to engage audiences.

3.4 Impact of Media Convergence:

Media convergence has had a profound impact on content creation, distribution, and audience
engagement. It has led to the development of multimedia storytelling formats, cross-platform
distribution strategies, and new opportunities for audience interaction and participation. For example,
multimedia news outlets may combine text, video, and interactive graphics to provide comprehensive
coverage of events, while audiences can engage with content across multiple devices and social media
platforms.

3.5 New Media and Society:

New media has played a significant role in shaping contemporary society by influencing culture, politics,
and social interactions. It has empowered individuals to create and share content, democratized
information sharing, and facilitated global communication and collaboration. New media has also
contributed to the rise of social movements, the diversification of cultural expression, and the
transformation of political discourse through online platforms.

By understanding the differences between traditional and new media, the concept of media
convergence, and the impact of new media on society, individuals can gain insights into the evolving
nature of communication and media consumption in the modern world.
LESSON 4: MEDIA AND TECHNOLOGY

Objective:

• Understand the relationship between media and technology.

• Explore different media technologies, including hardware and software.

• Identify emerging media technologies and their impact on communication.

4.1 Media Technologies: Hardware and software play essential roles in enabling media functions.
Hardware includes devices like cameras, microphones, and computers, while software encompasses
applications, editing tools, and platforms facilitating content creation and distribution.

4.2 Evolution of Media Technologies: Advancements in technology, from the printing press to
broadcasting equipment to digital media, have significantly influenced media's evolution. These
technologies have expanded the accessibility and reach of media, impacting how information is
disseminated and consumed.

4.3 Emerging Media Technologies: Recent trends like virtual reality (VR), augmented reality (AR),
artificial intelligence (AI), and immersive storytelling are transforming media production and
consumption. These technologies offer new ways to engage audiences and create immersive
experiences, shaping the future of media.

4.4 Impact of Technology on Media Content: Technological advancements affect how media content is
created and distributed. Topics such as streaming services, digital content production, and algorithm-
driven content recommendation systems highlight the evolving landscape of media consumption and
production.

4.5 Ethical Considerations in Media Technology: Ethical considerations related to media technologies
include privacy issues, surveillance concerns, and responsible use of emerging technologies like AI.
Emphasizing ethical guidelines for media professionals and content creators is crucial to navigating these
challenges responsibly.