Introduction to Mass Comm Part Two Chapter Five

TRADISIONAL MASS MEDIA

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Electronic Media
Radio
Introduction
Definition: Electronic media refers
to communication that uses
electronic technology for the
distribution of audio and visual
content
Radio as a medium for audio
communication, broadcasting
music, news and entertainment
Radio as a medium for audio
communication, broadcasting
music, news and entertainment
Invention of Radio (1890s): Early developments by
Marconi, Tesla, and others.
First Broadcast (1920): KDKA in Pittsburgh – first
licensed commercial radio station.
Golden Age (1930s-1950s): Dominance of radio
for news, music, and entertainment.
Evolution with Television (1960s-present): Impact
of television on radio listenership, but continued
relevance.
AM, FM, and Digital Radio:
AM Radio (Amplitude Modulation): Long-range,
but lower sound quality.
FM Radio (Frequency Modulation): Better sound
quality, shorter range.
Digital Radio (DAB, HD Radio): Clearer sound,
more channels, data transmission.
Internet Radio & Podcasts: Rise of streaming
platforms like Spotify, Apple Podcasts, and
Pandora.
Transmission Process:
Radio Waves: Radio signals transmitted through
the air using electromagnetic waves.
Radio Stations: Studios that produce content,
broadcasting it through transmitters.
Receivers: Radios or devices that tune in to
frequencies to listen to broadcasts.
Digital Radio Technologies: DAB (Digital Audio
Broadcasting) and HD Radio offering clearer
signals and more programming options.
Role of Radio in Society
Information Dissemination: Rapid news
broadcasting, weather reports, and emergency
communication.
Cultural Impact: Music, talk shows, public service
announcements, and local programming shaping
culture.
Entertainment: Radio dramas, comedy, live shows,
interviews, and sports broadcasting.
Radio's Impact on Media Landscape
Traditional Media vs. New Media: Comparison of
radio with TV, internet, and mobile.
Adaptation to Digital Age: The shift from
terrestrial to online and digital formats.
Radio's Influence on Politics and Society: The role
of radio in shaping public opinion and political
discourse (e.g., radio talk shows, news programs).
Radio in the Digital Era
Streaming Services: The rise of online radio (e.g.,
Pandora, iHeartRadio).
Smart Speakers & Devices: Alexa, Google Home,
and car infotainment systems integrating radio
with new technologies.
Podcasting: The growing trend of on-demand
audio content.
Challenges Facing Radio Today
Declining Traditional Listenership: Younger
generations preferring on-demand media.
Competition from Streaming Platforms: Services
like Spotify and Apple Music providing
personalized playlists.
Monetization: Revenue models shifting from
traditional ads to streaming service subscriptions,
podcast sponsorships, etc.
The Future of Radio
Interactive Radio: The future of user-driven
content (e.g., personalized radio, crowd-sourced
programming).
Integration with Other Media: Radio as part of a
multi-platform media experience.
Technological Innovations: AI-driven content
recommendations, immersive audio (e.g., 3D
sound, virtual reality).
Conclusion
Summary: Despite challenges, radio remains an
essential medium in the media landscape due to
its accessibility, adaptability, and wide reach.
Call to Action: Stay engaged with the evolution of
radio and embrace new technologies to keep up
with changing trends.
 Think
As with any media technology, the landscape is continually
evolving. Radio’s ongoing adaptation to the internet and
mobile technologies positions it as a dynamic force within
electronic media. For those working in the field or studying
radio, it’s important to embrace the integration of new
platforms while preserving the essential aspects of radio’s
legacy—its capacity for mass communication, community
connection, and cultural influence.
Electronic Media
Television
Introduction to Electronic Media Television
What is Electronic Media Television?
Television (TV) is a form of electronic media
that transmits moving images and sound,
providing entertainment, information, and
advertising to a large audience.
It utilizes broadcasting (terrestrial, satellite, or
cable) or digital streaming (online platforms
like Netflix, YouTube, etc.).
Core Functions of TV:
Entertainment: Movies, TV shows, music videos,
reality TV.
Information: News, weather, sports.
Advertising: Commercials, sponsored content.
The History of Television
Pre-Television Era:
1890s-1920s: Early experiments in
transmitting images. Key figures like Paul
Nipkow and John Logie Baird.
The Birth of Television (1930s-1940s):
First public demonstrations of TV broadcasts
(e.g., BBC in 1936).
1940s: The first mass-market TV sets are
introduced.
Golden Age of Television (1950s-1970s):
Dominance of TV as the primary medium for news,
entertainment, and culture.
Color TV became widespread in the 1960s.
Cable and Satellite TV (1980s-2000s):
Rise of cable television, expanding viewing
choices.
Digital Television (DTV) began replacing analog
signals in the 2000s.
Television Technology
Analog vs. Digital TV:
Analog TV: Uses radio waves to transmit TV
signals. Dominated until the 2000s.
Digital TV (DTV): Offers higher quality, more
channels, and the ability to transmit HD (high-
definition) content.
High Definition (HD), 4K, and 8K TV:
The shift to HD (720p, 1080p) and 4K (Ultra
HD) resolution allows for crisper, clearer
visuals.
8K TV: The next frontier in resolution, offering
four times the clarity of 4K.
Smart TVs and Streaming:
Smart TVs: Connected devices that allow users
to stream content via the internet (e.g., Netflix,
YouTube, Hulu).
Integration with apps, voice assistants (Alexa,
Google Assistant), and OTT (over-the-top)
services.
TV Broadcasting Methods
Terrestrial TV:
Signals broadcasted through antennas,
primarily for local or national stations.
Cable TV:
Content delivered via coaxial cables or fiber
optics, offering more channels and often
premium content.
Satellite TV:
Global coverage via satellite signals, commonly
used for international broadcasts.
Internet TV/Streaming:
Content delivered through the internet (e.g.,
Netflix, Hulu, YouTube). Offers on-demand
viewing and a wide variety of content.
The Impact of Television on Society
Cultural Influence:
TV has shaped culture, from popularizing
music, fashion, and trends to providing a
platform for political discourse and social
movements.
Iconic programs like The Twilight Zone, The
Simpsons, and The News have shaped global
culture.
Education:
TV serves as an educational tool through
documentaries, educational programs, and
informational content like the Discovery
Channel and PBS.
Political Influence:
TV news plays a significant role in informing
voters, shaping political opinions, and influencing
public policy (e.g., presidential debates, news
programs).
Global Connectivity:
International news and entertainment broadcasts
bring the world closer, giving a platform to voices
and cultures across the globe.
The Evolution of TV Content
Traditional TV Shows:
Sitcoms, Dramas, News Programs—the
foundation of TV content.
Cable Networks and Niche Programming:
Emergence of specialized channels (e.g., CNN
for news, MTV for music, ESPN for sports).
Streaming Services:
On-demand viewing via services like Netflix,
Amazon Prime, and Disney+. The rise of binge-
watching.
Original content production by streaming services
(e.g., Stranger Things, The Crown).
Reality TV and Live Broadcasting:
Shows like Survivor, Big Brother, and live
broadcasts (e.g., sports, award shows) have
become integral to TV content.
The Future of Television
Interactive TV and Viewer Engagement:
Viewers increasingly interact with content
through second-screen experiences
(smartphones, tablets) and social media.
Interactive TV allows viewers to make choices
(e.g., “choose your own adventure” style
content).
Virtual and Augmented Reality (VR/AR):
Virtual reality and AR offer immersive TV
experiences (e.g., interactive documentaries, 360-
degree content).
AI and Personalized Content:
Artificial Intelligence (AI) is being used to curate
personalized content based on viewing history
and preferences.
Voice Assistants (Alexa, Google Assistant) will play
a bigger role in controlling TV.
Next-Generation Broadcast Standards:
The ATSC 3.0 standard (NextGen TV) is set to
revolutionize how TV is delivered, offering
features like 4K streaming, enhanced audio,
and interactive TV.
Challenges Facing Television Today
Cord-Cutting:
Increasing number of viewers canceling
traditional cable or satellite TV subscriptions
in favor of streaming services.
Competition from Digital Platforms:
OTT (over-the-top) platforms like YouTube and
Twitch are attracting younger audiences,
offering user-generated content.
Declining Traditional Advertising Revenue:
TV advertising revenue is challenged by digital ads
on social media and streaming platforms.
Content Overload:
The abundance of content available on streaming
services makes it difficult for consumers to
navigate and choose.
Conclusion
Summary:
Television has evolved from a simple
broadcast medium to a sophisticated,
interactive, and global platform that
influences culture, politics, and
entertainment.
The future of TV lies in personalization,
interactivity, and new technologies like VR, AI,
and 5G.
 Think
Cultural Influence: How TV shapes public opinion,
influences culture, and creates shared experiences (e.g.,
global events like the moon landing, or cultural
phenomena like "The Simpsons")
Political Influence: The role of TV in elections, debates,
and political communication. Example: TV debates
influencing presidential elections (e.g., 1960 Nixon-
Kennedy debates).
 Think
Educational Role: Public broadcasters like PBS,
educational programs, and documentaries that inform
and educate the public.
Entertainment: TV's role in shaping popular culture
through sitcoms, dramas, and reality TV.
 Think
Each student discusses and then presents how television
influences that area of society.

Students to think of specific shows, news events, or media

that had an impact.
 Think
Class Discussion:
Students to reflect: "What role will traditional TV
(broadcast, cable) have in the future? Will it disappear, or
adapt to new platforms?"