Fundamentals of Media Effects; Ch21

Fundamentals of Media Effects; Ch21 - [Fundamentals of...

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Unformatted text preview: [Fundamentals of Media Effects] Chapter 21: New Communication Technologies New communication technologies force us to approach communications research and conceptualization differently. New communication in general has shifted from one-way mass communication to more interactive processes; traditional ideas of sender and receiver are now obsolete. The term transactional mediated communication has been used to describe this new technology: transactional implies a give-and-take situation, where sender, receiver, and information processor are roles easily interchanged; mediated means the media is still involved. T HE D IGITAL F RONTIER : What are “new communication technologies”? It’s really hard to define this term, because there’s such a broad range, and it keeps evolving. I. One way to do so is to define its essential nature, or how it’s essentially different from traditional media. New media is different in that it’s no longer “mass media”: mass media traditionally refers to centrally produced material distributed to...
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This note was uploaded on 05/12/2008 for the course COMM 125 taught by Professor Chompsky during the Spring '08 term at UPenn.

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