Functions of Multi Media The seven multi media in order of their introduction are: 1.

Print (books, pamphlets, newspapers, magazines, etc.) from the late 15th century 2. Recordings (gramophone records, magnetic tapes, cassettes, cartridges, CDs, DVDs) from the late 19th century 3. Cinema from about 1900 4. Radio from about 1910 5. Television from about 1950 6. Internet from about 1990 7. Mobile phones from about 2000 Each multi medium has its own content types, its own creative artists and technicians, and its own business model. The sixth and seventh media, internet and mobile, are often called collectively as digital media; and the fourth and fifth, radio and TV, as broadcast media. Emergence of mobile as a media channel[edit source | editbeta] While mobile telecommunication networks started out as communication networks from 1979 using voice and 1993 using SMS text messaging, mobile became a media delivery and consumption platform in 1998 when Radiolinja in Finland offered the first downloadable content, ringing tones. Three years later, in Japan, J-Phone (now Softbank) expanded the media experience by adding the ability for users to create media content, when they launched cameraphones. Today. many leading mobile media providers such as SeeMeTV, Itsmy, Cyworld and Blyk, rely on user-generated content forming part of the content. In 2006, author Tomi Ahonen coined the term "Seventh of the Multi Media" to explain why services on mobile need not be copies of internet or TV content. He initially identified four unique benefits of mobile. In 2007 the UK based engagement advertising company SMLXL released the first White Paper to discuss the seventh multi media channel and identified five distinct benefits unique to mobile as a medium. Today seven unique benefits of mobile have been identified. Unique benefits of mobile as a media channel[edit source | editbeta] Mobile offers benefits that cannot be replicated by the six legacy multi media. They are:

Mobile is the first personal multi media Mobile is permanently carried Mobile is always on Mobile has a built-in payment mechanism Mobile is available at the point of creative inspiration Mobile has the most accurate audience measurement Mobile captures the social context of media consumption Mobile offers a digital interface to the real world

Many may claim that the internet offers some of the benefits (personal, payment, audience accuracy and social context). The internet in its native form cannot handle money or payments, and requires alternative methods such as PayPal accounts and

using credit cards. On mobile payments can be enabled on the click, such as with downloading ringing tones. The internet promised full accuracy of users, but with firewalls, deleting cookies and false web identities, there is no accuracy of audience on the internet. On modern mobile networks every user is uniquely known and even if they attempt to hide behind "pre-paid" (pay-as-you-go) accounts under a false identity, the true identity of that given phone and its phone number, and any media consumed on it, is fully known and accurately tracked on the network. The same allows the capture of social context, not possible across internet services, only possible within a given internet service like Amazon. On mobile networks, if the operator/carrier decides to track it, all social context information can be captured. Mobile devices as media reception and transmission devices[edit source | editbeta] As a digital system similar in fundamental design to a computer, mobile devices are, since the 1990s, able to both receive and send digital signals from a wide geographic range of reception, and can do so either through the usage of data plans provided by phone companies or, if available, through local Wi-Fi connectivity to the Internet. Those devices which can separately handle both Internet and phone network connectivity are known as smartphones; other mobile devices exist which primarily serve to store various media forms rather than communicate over a network but can also connect to the Internet and make use of Internet-dependent applications. Ringtones are also popular for mobile phone devices, and are distributed primarily through third-party companies for usage in conjunction with phone network providers. Fourth screen[edit source | editbeta] The seventh multi media channel (mobile) is often also called the fourth screen (or third screen) with Cinema the first, TV second and PC the third screens of life; or with the third screen TV and PC the first and second "personal" screens and mobile the third. There is strong synergy with the four screens concept but these look only at multimedia/moving image video content. The seven multi media taxonomy allows comparisons and contrasts also with multi media that do not feature moving images, i.e. radio, (many) recordings and print. The four screens concept is for example strongly promoted by Nokia in explaining the unique abilities of mobile compares with personal computers, television and the movies. The term fourth screen originates in reference to the actual historical sequence in the development of video screens. With the rapid proliferation of video networks in nontraditional spots such as movie theaters, bars and restaurants, gas stations, health clubs, and other place-based venues a category entitled "fourth screen" was created. The first three screens are considered: TV, Internet, and Mobile. The fourth screen is mainly used in the advertising and media space with the explanation and use of digital signage. With the proliferation of technology, digital signage has expanded in this "fourth screen" section to include movie theaters, gas stations and health clubs. One of the leading digital signage companies in movie theaters is Screenvision, with over 14,400 screens in the US. Another leader in the "fourth screen" marketplace is GSTV which generates over 32 million digital signage impressions every month. In a recent Nielsen "Fourth Screen" Market report, Nielsen identifies that the digital screens in the "fourth screen" category generated over 237 million monthly exposures to persons 18+years or older. They go on to outline the various companies that are leaders in the space that include screenvision, NCM, Capitvate,

GSTV and IndoorDirect. Nielsens Fourth Screen Network Audience Report enables direct comparisons between digital place-based video networks and other video networks, including TV and Internet. In the Developing World the mobile is increasingly called the first screen and first media, as the penetration rates of mobile phones far exceed those of personal computers, internet access and television. Mobile devices and the web[edit source | editbeta] Main article: Mobile Web As mobile devices have been popularized since the 1990s and wireless phone network coverage and Internet connectivity have spread to multinational reaches since the 2000s, so have the variety of media forms which are accessible to mobile devices. However, because mobile devices have achieved a wider degree of connectivity to the Internet and similar graphical display capabilities aspersonal computers, the concern over display of the World Wide Web on mobile device interfaces has become a larger concern over accessibility of mobile devices to Internet-borne formats which have not been initially designed for access with the mobile device interfaces of the late 2000s. As a result, various standards to ease the gap between the World Wide Web and the mobile devices which access it are, or have been, developed and pushed by corporate bodies. We know that multi communication is a process of disseminating messages to the large number of audiences through some forms of technology. Some forms of technology, here refers, to the multi media. Multi media are the means of public communication reaching to the large, scattered, heterogeneous and anonymous audience at the same time. Multi media have been proved a boon to human society. Nothing has influenced the lives of modern men as the multi media have. Multi media are the powerful means that do not only influence todays world but also shape the globe of tomorrow. In this case, multi medium perform essential task in order to cast its effect to the audience and maintain the society. Many scholars have argued different functions of multi media. Even so, we can classify the functions of multi media into two categories: general functions and specific functions. Under the general functions of multi media, following points are incorporated. Information: Dissemination of information is the major function of multi media. Since information is knowledge and knowledge is power, media offer authentic and timely facts and opinions about various event and situations to multi audience as informative items. Information provided by multi media can be opinionated, objective, subjective, primary and secondary. Informative functions of multi media also lets the audience knows about the happening around them and come to the truth. Media disseminates information mostly through news broadcast on radio, TV, as well as columns of the newspaper or magazines. Moreover, advertisements are also mainly for information purpose. Education: Media provide education and information side by side. It provides education in different subjects to people of all levels. They try to educate people directly or indirectly using different forms of content. Distance education program, for example, is a direct approach. Dramas, documentaries, interviews, feature stories and many other programs are prepared to educate people indirectly. Especially in the developing country, multi media is used as effective tools for multi awareness. In context of Nepal, media have been successful in eradicating various traditional and evil superstitious practices from society through continuous advocacy.

Entertainment: The other important function of multi media is the entertainment. It is also views as the most obvious function of media. Actually, entertainment is a kind of performance that provides pleasure to people. Multi media fulfill this function by providing amusement and assist in reducing tension to large degree. Newspaper and magazines, radio, television and online medium offer stories, films, serials, and comics to entertain their audience. Sports, news, film review, columns on art and fashion are other instances. It makes audience recreational and leisure time more enjoyable. But these days, media have comprised information and education in the entertaining programs. The fusion of entertainment and information is called infotainment. Similarly, the inclusion of education in entertaining programs is regarded as edutainment. Persuasion: It is another function of multi media. Persuasion involves making influence on others mind. Multi media influence audience in varieties of ways. Media content builds opinions and sets agendas in the public mind. It influences votes, changes attitudes and moderates behavior. Using editorials, articles, commentaries and among others, multi media persuades audience. However, all audiences are not well known about it. Many of them become influenced or motivated unknowingly towards it. Advertisement is the example which is designed to persuade. Along with the above mentioned general functions, multi media performs some specific functions too. Hence, the specific functions of multi media are explained below: Surveillance: Surveillance denotes observation. Here observation means to watch the society closely. The function of multi media is to observe the society closely and continuously and warn about threatening actions to the multi audience that are likely to happen in future in order to decrease the possible loss. Likewise, multi media also informs about the misconducts happening in the society to the concerned authority and discourage malpractices among multi audience in the society. Warning or beware surveillance occurs when the media inform us about threats from hurricanes, erupting volcanoes, depressed economic conditions, increasing inflation or military attack. These warning can be about immediate threats or chronic threats. Similarly, news of increasing deforestation, drug abuse, girls trafficking, crimes etc. are also disseminated which may harm the peace and security of the society. News about films are plying at the local theaters, stock market prices, new products, fashion ideas, recipes, and so on are examples of instrumental surveillance. Interpretation: The multi media do not supply just facts and data but also explanations and interpretation of events and situations. Media offer various explanations correlating and interpreting information to make the reality clear. Unlike normal reporting, interpretation functions provide knowledge. News analysis, commentaries, editorials, and columns are some examples of interpretative contents. Basically, such types of interpretative contents are prepared by those journalists who have a vast knowledge of background information and strong analytical ability. Linkage: The function of multi media is to join together different elements of society that are not directly connected. For instance: multi advertising attempts to link the needs of buyers with the products of sellers. Similarly, by broadcasting news of those suffered from the disease or natural disasters, media can help in collecting aids and provide the collected amount to the victims. In this way, media become bridge between different groups who may or may not have direct connection. d. Socialization: Socialization is the transmission of culture. Media are the reflectors of society. They socialize people, especially children and new-comers. Socialization is a process by which, people are made to behave in ways that are acceptable in their culture or society. Though this process, we learn how to become a member of our society or human society in greater sense. Whenever a person reads newspaper or watches television, individual knows how people react on matters and what types of norms and values they perceive on particular event, issue or situation. Though the process of socialization media help to shape our behaviors, conducts, attitudes and beliefs. The process of socialization brings people close and ties them into single unity.

Conclusion
Multi media is communicationwhether written, broadcast, or spokenthat reaches a large audience. This includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so forth Multi media is a significant force in modern culture, particularly in America. Sociologists refer to this as a mediated culture where media reflects and creates the culture. Communities and individuals are bombarded constantly with messages from a multitude of sources including TV, billboards, and magazines, to name a few. These messages promote not only products, but moods, attitudes, and a sense of what is and is not important. Multi media makes possible the concept of celebrity: without the ability of movies, magazines, and news media to reach across thousands of miles, people could not become famous. In fact, only political and business leaders, as well as the few notorious outlaws, were famous in the past. Only in recent times have actors, singers, and other social elites become celebrities or stars. Refrences

References
Eco, Umberto (1967) Per una guerriglia semiologica (English tr. Towards a Semiological Guerrilla Warfare) first given as a lecture at conference Vision '67 in New York. Lorimer, Rowland & Scannell, Patty (1994). Multi communications: a comparative introduction. Manchester University Press. pp. 2627. ISBN 978-0-7190-3946-1. Riesman, David and Gitlin, Todd and Glazer, Nathan (1950) The Lonely Crowd, preview at google books Vipond, Mary (2000). The multi media in Canada. James Lorimer & Company. p. 88. ISBN 978-155028-714-1.

Bibliography www.google.com www.wikipedia.com

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