marie Look at these pictures and discuss the following questions. 1 Which of these communication media are used mainly for {a) interpersonal communication? (b) mass communication? 2 Which (a) are published information? (b) transmit, receive information electronically? (c) store information electronically? 3 Whatare the ways in which people in your country communicate with (a) family and friends and (b) business associates? Identification of main idea and supporting information 1. Read the first paragraph from a chapter on mass media. 1 Which sentence contains the main idea of the paragraph? What does it tell you? 2 What early forms of mass media does the writer mention? 2 Whichnew media forms do you think the writer will mention in the remainder of the passage? From me to you o3 Now read the rest of the passage and check your answers to question 2. New Electronic Media The term ‘mass media’ refers to the organized means for communicating openly and at a distance to many receivers within a short space of time. These criteria are relative, since the earliest forms of mass medi (the printed book or pamphlet) were limited to the minority of a society that happened to be literate and relatively close to the place of publication. There has been a continuous development of technologies since ‘the earliest forms of media (rock paintings) to the latest forms of new electronic medic ‘The expression ‘new media’ has been in use since the 1960s and has had to encompass an expanding and diversifying set of communication technologies: However, the foundations of the ‘current ‘communications revolution’ rest on two main innovations. One is satelite communication and the ‘other ie the harnessing of the computer. The kay to the immense power of the computer as a communication machine lies in the process of digitalization that allows information of all kinds in all formats to be carried with the same efficiency and also intermingled. In principle there is no longer any need for other forms ‘of media, since al could he subsimed in the same ‘computerized communication centre. In practice there isno sign of this happening. Alongside computer- based technologies there are other innovations that have in some degree changed some aspects of ‘mass communication. New means of transmission by ‘able. satellite and radio have immensely increased the capacity to transmit, New means of storage and retrieval, including the personal video recorder, CD- ROM, compact disc. etc. have also expanded the ranae of possibilities, and even the remote control device has played a part. While not directly supporting mass communication, the many new possibilities for private ‘media-making’ (camcorders, PCs, printers, cameras, ‘etc. have expanded the world of media and forged bridges between public and private communication and between the spheres of professional and amateur. “The implications of all this for mass media are still far from dear, although itis certain that the ‘traditional’ media have benefited greatly fromnew media innovations as well as acquiring new competitors. Secondly, we can conclude that the communications | revolution has generally shifted the balance of power’ | from the media to the audience, } more options to choose from and more active uses | ‘of medio available. Traditional mass communication | ‘was essentially one-directional, while the new forms ‘of communication are essentially interactive. Mass ‘communication has in several respects become less massive and less centralized. Beyond that, its useful to distinguish between the effects of enhanced transmission and the emergence of any new medium of communication. so far as there are In respect of transmission, the main changes have been the installation of cable systems, the development of satellites for direct broadcasting or feeding into cables and the adaptation of telephone networks to carry many new kinds of traffic. The impact of these changes is still mainly limited to a relatively small proportion of the world population. The main results have been to ‘expand the existing supply without yot fundamentally changing what s transmitted or what is consumed. Intespect of the emergence of any new medium, ‘we can at least recognize the claim of the internet. to be considered as a medium in its own right. This is based on having a distinctive technology, manner, of use, range of content and services, and distinct ‘own image. Its recognition as a medium has been held back by the fact that the internet is not owned, ‘controlted or organized by any single body, but is simply a network of internationally interconnected computers operating according to agreed protocols. Numerous organizations, but especially service providers and telecommunication bodies, contribute 10 its operation. The Internet as such does not exist onyonere es « leyal entity and is rt subject to any single set of national laws or regulations. However, | ‘those who use the Internet can be accountable to the laws and regulations of the country in which they reside as well s to international law. Despite the ( plausibility of counting the Internet as a mass medium, its diffusion is limited and it has not yet acquired a «lear definition ofits function. it began primarily asa non-commercial means of intercommunication ‘and dats exchange between professionals, but its more recent rapid advance has been fuelled by its potential asa purveyor of goods and many profitable services and as an alternative means of interpersonal communication. Itistill very marginal as a means of ‘mass communicationMultiple-choice quest Question strategy See Unit 3, page 42 for advice on how to approach this question type. Answer questions 1-3. Choose the correct letter A, B, Cor D. The main topic discussed in the text is the waysin which communication takes place. Ue importance of the Internet axa means uf mass cuuununication. the history of mass media communication. the effect of technological change on communication According to the passage, which of the following is responsible for an increase in computer-based technologies’ digital technology new ways of storing information better ways of retrieving information satellite communication Which of these changes has NOT occurred as a result of media innovations? v gnepH 2 gaep increased competition for traditional’ media increased choice for consumers stricter laws for Internet users more audience interaction with the media pap ion (from a list) Summary compl Question strategy See Unit 2, page 30 for advice on how to approach this question type. 5 Answer questions 4-8. Complete the summary below using words from the box. ‘There is an argument that the Internet should be counted as a means of 4 This is despite the fact that it is not possible to say which 5 owns and operates it, whic 6 regulates its use ur what its true 7 Although its uses in 8 and communication have helped to increase its popularity, this still does not justify calling it a mass medium. activity corporation country data exchange image individual interpersonal communication masscommunication media organization nations purpose _ service provider tolocommunications trade