FPCC1024 Fundamentals of Media

Amanda Lee · 016-544 3161 · leehy@tarc.edu.my · A008B

Lecture 1
Introduction to Electronic & New
Media
Learning Outcome
At the end of this topic,
you should be able to:
1. Explain the meaning of media
and mass communication.
2. Discuss the new communication
network.
 Mass Communication
• Medium: Means by which message reaches audience
• Mediated comm: Transmitted through electronic / mechanical
channel
• Mass comm: Communication from one person / group
through transmitting device to large audiences with limited
feedback
• Mass media: Channels for mass communication + Media
businesses that use those devices
The Mass Communication Process:
SMCR Model
The Mass Communication Process:
SMCR Model
Source
Originator that
initiates the process

Encoding
Translates message into
form that can be
communicated
 Message
Product / content that
the source wants to
communicate
 Channel
Medium / transmission
system that delivers
message & links source
to receiver
 Decoding
Reverses encoding
process

Receiver
Destination where the message arrives
 Noise
Distortion / errors that interferes
with clear communication
 Feedback
When the receiver processes the message and
sends a response back to the source
 The Mass
Communication
Process:
SMCR Model
 Technology Changes Mass Media
Delivery & Consumption
• 1st communications revolution: Phonetic Writing
– Pictographs (3500 BC) 🡪 Phonetic writing (1000 BC)
– Stone 🡪 Clay tablets 🡪 Papyrus (2500 BC) 🡪 Parchment (200 BC) 🡪
Paper (100 AD)
– Info storage became cheaper and easier
– BUT Knowledge belonged to the elite
 Technology Changes Mass Media
Delivery & Consumption
• 2nd communications revolution: Printing
– 1455, Germany: Johannes Gutenberg movable type press Bible
– Cheaper, faster, portable, storable
– NOW Knowledge quickly accessible to large audience
 Technology Changes Mass Media
Delivery & Consumption
• 3rd communications revolution: Computer tech
– Store & send vast amounts of info
– Much more efficient than mechanical process
– Changes in today’s media industries happen much faster than before
– E.g. Satellite broadcasting, digital recordings
– Information society: Exchange of info is predominant economic
activity
 Technology Changes Mass Media
Delivery & Consumption
• Different channels can be combined in one medium
– E.g. Telephone + TV in Internet
• Conventional + new media → Change consumption patterns,
lifestyles, societies, young adults not into conventional media
– E.g. Old media run websites, upload shows, insert ads in video games
 Technology Changes Mass Media
Delivery & Consumption
Classic mass communication Digital mass communication

1-way 2-way

Interactive, simultaneous message

Sender 🡪 Receiver
& feedback

Dumb, e.g. TV Smart, e.g. Internet

 The New
Communication
Network
 The New Communication Network
• Receiver (You, the Subscriber / User)
– Movie and music downloads
– TV soap opera and sitcoms download by episode
– Worldwide video news services
– Newspaper database research services
– Sports, family, travel, shopping, music video service
– Online video games, gambling sites
– Bulletin board discussion groups, chat rooms,
blogs, video clips
 The New Communication Network
• The Sender (Service Providers)
– Provide a way of organizing the information so it’s easier
to find what you want
– Offering programmes for subscription fee
– Select channels rather than having to accept many channels
 The New Communication Network
• Channel (Cable, Telephone, Satellite, Cellular companies)
– Local, national and international networks
– Unlimited menu of services
– Internet forms the backbone of this communication
network
 The New Communication Network
• The Message (Content)
– Text, audio and video digitized into bits
– Available in many different formats
– Media companies busy creating &
buying more “inventory” for the online world
– Media industries become interdependent
& interconnected
 The New Communication Network
• Receiver – User/Subscriber
– Search for images/articles, request movies/music
• Sender – Service Providers
– Send requested content
• Channel – Cable, Telephone, Satellite, Cellular Co
– Provide Internet/cable/satellite access
• Message – Digital Content
– Digitised text, audio, video
 The New Communication Network
Receiver → Sender → Channel → Message → Receiver

Search/ ISP/ Cable/Satellite/ User/

→ → → Digital content →
Request Provider Cellular/Telco Subscriber

Google News
Search UniFi
→ Google → TM → ‘Jackson Wang →
‘jackson’ subscriber
concert’

Request HBO On-Demand Astro

→ HBO → Astro → →
‘darling’ ‘Don’t Worry Darling’ subscriber

Search ‘Happier Than Ever -

→ Spotify → Maxis → → iPhone user
‘happy’ Billie Eilish’
 Defining Aspects of New Media
• Digital
– Improves quality of transmission
– Less susceptible to interference & distortion
– Can be compressed & allow multiple channels
– Users can share same transmission channel
• Interactive
– Two-way communication
– Feedback used to modify message, e.g. live voting
– Audience participate in mass communication process
 Defining Aspects of New Media
• Social
– Audiences contribute their own content
– Remove middle layers of media organizations
• Asynchronous
– Not consumed simultaneously by all audiences
– Time-shifting using recorders & Internet videos
– Even TV networks upload after broadcasting
 Defining Aspects of New Media
• Narrowcasted
– Targets specific segments of the audience
– Channels catered to specific sub-groups or market segments
– Define new niches, even customize content for individuals
– More sources 🡪 Few identical mass media environments
• Multimedia
– multitude of components at once
– Text + graphics + interactive features
 Challenges for the New Network
• Improved storage
– Hundreds of programmes, thousands of subscribers, on demand,
all at the same time
– Data compression 🡪 No need for so much storage
• A coordinated delivery system
– Old tech must be completely replaced
– Conversion can be very expensive
 Challenges for the New Network
• A “Smart” Set-Top Box
– Translate various signals to receive program + Track subscribed
services
– Must be affordable
• Securing ordering and billing systems
– Consumers must be able to buy content
– Systems must ensure all transactions are safe
• Usable Menus
– First time users won’t be patient for
complicated menus
 References
• Albarran, AB 2017, Management of Electronic and Digital
Media, 6th edn, Cengage Learning, Boston.

• Biagi, S 2017, Media Impact: An Introduction to Mass Media,

12th edn, Cengage, Boston.

• Straubhaar, J, LaRose, R & Davenport, L 2018, Media Now:

Understanding Media, Culture, and Technology, 10th edn,
Cengage Learning, Boston.