MIL FIRST SEMESTER

What is Media?
Media - plural form of medium, describes any channel of communication; include anything from printed paper to digital
data, and encompasses art, news, educational content and numerous other forms of information.
Shannon and Weaver Linear Communication model, 1949:

 Source - the sender is the one from whom the thought originates. He is the one who transfers the information to
the receiver after carefully putting his thoughts into words.
1. Communication Skills
2. Attitude
3. Knowledge
4. Social System
5. Culture
 Message - When an individual converts his thoughts into words; also called as Encoding.
1. Content
2. Element
3. Treatment
4. Treatment
5. Code
 Channel - refers to the medium how the information flows from the sender to the receiver.
1. Hearing - know what the other person is speaking
2. Tasting
3. Seeing
4. Smelling
5. Touching
- five senses are the channels - help human beings to communicate with each other
 Receiver - understand what the listener wants to convey and then responds accordingly, also called as decoding.
- feedback - the return of part of the output of an electronic circuit, device, or mechanical system to its input, so
modifying its characteristics.
- negative feedback - a rise in output energy reduces the input energy
- positive feedback - an increase in output energy reinforces the input energy
 Kinds of Media
1. Print Media - paper publications, physically printed on paper; media consisting of paper and ink.
- Newspapers, Journals and Magazines - basic oldest channels of communication between one source to other.
 Magazines
 Newspapers
 Flyers
 Newsletter
 Journals
 Books
 Letters
2. Broadcast Media - target audiences using airwaves as the transmission medium.
- mass media (electronic or broadcast media) - powerful and effective instrument for achieving national goals.
 Television
 Radio
 Podcasts
 Blogs
 Advertising
 Websites
 Online streaming
 Digital journalism
- Broadcasting - transmission of signals through electronic agent wares which convert audio and video signals in a
form in which they can be received in the audiences homes.
- Guglielmo Marconi - first known radio is attributed to the Italian inventor, wireless telegraph in 1895.
- radio announcers or DJs - deliver the news or play music through airwaves
- AM – amplitude modulation
- FM – frequency modulation
- TV and Movie Classification Ratings:
 G – stands for general patronage.
 PG – means that the show requires parental guidance.
 SPG –strict parental guidance is required; not suitable for young audiences.
 R – means a show is restricted for a particular age. Ex. R-13, R-16, R-18
3. New Media - distributed on digital platforms. Provides students with the ability to get more useful information, to
connect with learning groups and other educational systems that make education convenient.
 Streaming audio and blogs
 Chat rooms
 Email
 Mobile applications
 DVD and CD-ROM media
 Digital cameras
 Social media
 Web advertising
 Integration of digital data with the telephone
- Media Convergence - theory in communications; merges to the point where they become one medium due to the
advent of new communication technologies. “three C’s”—computing, communication, and content.
- co-existence of print media, broadcast media, the internet, mobile phones, as well as others - allowing media
content to flow across various platforms
- The co-existence of traditional and new media - ability to transform different kinds of media into digital code,
- Technological convergence – new technologies are created that take over past technologies, more advanced
manner.
 Additional Notes:
process of communication – should be continuous and dynamic
source – foundation of communications process, sender of message
message –heart of communication
channel – the way the message flows
receiver is more important than the sender because there will be no feedback if there is no receiver.
Media Habits – devices that we use (TV, museums, radio)
Media Lifestyle – applications (Netflix; Spotify)
1990’s – purchasing of music and CD
2000 – period-excellent reads, internet, movies and entertainments shows online
Media Lifestyle – selfie (photo taken by oneself) then posted on social media
hashtag – attached to key word or phrase
film – motion pictures