The Evolution of Media: From Printing Press to Internet

Johannes Gutenberg

Inventor of the printing press in the 1440s.

Gutenberg Bible

The first work printed using the printing press.

Impacts of the printing press

Increased literacy, the spread of ideas, censorship, new social classes.

Publick Occurrences, Both Foreign and Domestic

The first US newspaper.

Yellow Press / Journalism

The style of newspapers that over-exaggerated news or stories for entertainment and wasn't always fact-checked.

Yellow Kid

A character featured in Hogan's Alley comic that ran in New York World and New York Journal.

Effect of yellow journalism

Pushed the US and Spain into war in Cuba and the Philippines, leading to overseas territory acquisition by the US.

Public sphere

New social areas/cultures where those of different backgrounds and classes could come together and socialize over the news.

Three institutional criteria

Disregard of status, domain of common concern, inclusivity.

Media Concentration

The process whereby a small number of large corporations own and control a significant portion of the media outlets in a particular industry.

Concerns about media concentration

Reduces the diversity of opinions, can lead to monopolistic behaviors, and lack of transparency.

FCC

Federal Communications Commission - the federal agency regulating radio and other communication forms in the U.S.

Fairness Doctrine

Introduced by the FCC in 1949, requiring broadcast license holders to present controversial issues fairly.

Equal Time Rule

Requires broadcasters to treat political candidates equally in terms of air time.

Public Broadcasting

Media that provides information/entertainment to the public, but not for a profit.

Fred Rogers' Senate testimony

Persuaded the Senate Subcommittee on Communications not to cut funding for public broadcasting in 1969.

TCP/IP

Transmission Control Protocol/Internet Protocol; a suite of communication protocols for transmitting data over networks.

ARPANET

The first network that led to the internet, known as Advanced Research Projects Agency Network.

What was the first message sent on ARPANET, creating the login?

Log - log+in

ALOHAnet

The first wireless network invented in Hawaii.

Tim Berners-Lee

Inventor of the World Wide Web.

Media Convergence

The flow of content across multiple media platforms and the cooperation between multiple media industries.

Influencer marketing

Influencers collaborate with brands to promote their products or services.

Best factor for engagement with influencers

Attitude towards the influencer, word of mouth, and purchase intention

Pros of influencer marketing

Viewers trust their favorite influencers and will likely believe them if they promote a product.

Cons of influencer marketing

Fans can be manipulated to buy products just because their favorite influencer endorses them.

Role of radio during WWII

Hearing news from the war.

How many households had radios by the 1940s?

90%

Early concerns about television

You can listen to the radio and do housework, but you can't watch television and do housework.

Who created television?

Philo Farnsworth

What did Public Broadcasting provide?

Educational programs, news, and entertainment in a non-commercial way.

Who launched the first satellite, and what was it called?

USSR - Sputnik (1957)

When was the Internet standardized?

Networks started to become worldwide in 1982

What was the first router for APRPANET named?

Interface Message Processor

Pros of Media Convergence

Saves cost

Potential for better quality of news reports

Audience has more choices on where to get info

Cons of Media Convergence

Done only for cost-saving purposes → risk of lower quality

Less diversity in approaches

Potential job losses for journalists 

What roles play in influencer marketing?

• Attractiveness

• Closeness

• Homophily (how similar are you to the influencer?)