LECTURE TWO ON 1 - LECTURE TWO ON 1/12/11 Features of...

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LECTURE TWO ON 1/12/11 Features of modern media Modern media enables narrowcasting o Media outlets can target content to smaller audiences o Traditional example : TV o Modern example: targeted ads online Modern Media embraces multimedia o Communication channels are converging o Experience same story through different channgels (text, audio, video, comments) 6 features of modern media are: o Digital o Interactive o Audience generated content o Asynchronous o Narrowcasting o Multimedia Evolution of media throughout history 3 “waves” of society o 1 st waves: agricultural o 2: industrial revolution o 3: information society FIRST WAVE Prehistoric: hunter gatherer tribes: oral culture Information technology o Alphabet o Writing materials o Printing technology o Primary media: hand-written letters and books o Paper is media that will carry information Communication o Becomes possible over distance and time Information accessibility SECOND WAVE Biggest change is info becomes available to a lot more people not just rich,
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LECTURE TWO ON 1 - LECTURE TWO ON 1/12/11 Features of...

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