COMMUNICATION AND THE NEW MEDIA

Communication and the New Media

The Medium is the Message (Marshall McLuhan)
- The medium shapes and controls human association and action.
- Understanding communication entails recognizing the media's role in meaning-making and societal interaction.
- Media influences thoughts and behaviors, highlighting the critical importance of media in society.

Definition of Communication
- Transfer of information across individuals or groups.
Definition of Social Change
- Transition from direct communication to mass media structures.

The Age of Signs
- Predating speech; communication through sounds and gestures.
- Estimated around 70 million years ago.
The Age of Speech
- Emergence of oral cultures, pre-literate societies (~100,000 years ago).
- Existence of around 50 identifiable prehistoric languages.
The Age of Writing
- Originating ~5,000 years ago with Sumerians and Egyptians.
- Transition from pictographs to alphabet systems; introduction of papyrus for portability.
- Censorship issues begin to emerge.
The Age of Print
- First printing press circa 1445; Gutenberg's Bible.
- Facilitated wide dissemination and impact of written communication.
- Media censorship by church authorities.
The Age of Electronics
- Late 19th Century; emergence of photography and sound recording.
- The Cinema Century marks significant cultural shifts.
The Information Age
- Characterized by digital technology, including games and mobile communication.

Definition of Media
- Social and technological devices for information dissemination designed to reach large audiences.
Mass Media
- Includes television, radio, advertisements, internet, newspapers, etc.
- Functions as a significant force in shaping modern culture.

Providing Information
- Primary function is delivering news; defining the "Information Age."
Entertainment
- Serves the public's need for amusement.
Education
- Facilitates knowledge acquisition and study opportunities.

Enables access to global information; breaks down borders between societies.
Fosters global awareness and cultural exchange; influences lifestyle choices.
Acts as an educational tool, addressing significant societal issues (e.g., AIDS or child abuse awareness).

New Media includes digital platforms like TV, radio, internet, and mobile devices.
All aspects of society (family, politics, economy) are intertwined with media influences.

Hypodermic Needle Theory
- Assumes direct influence of media on passive audiences, leading to uniform responses.
- Examples include the impact of advertising and biased news reporting.
Functionalist Theories
- Examines how media integrates society through various functions, including surveillance and culture transmission.
Symbolic Interactionism
- Focus on how media shapes self-identity and societal symbols.
Theory of Moral Panics
- Identifies societal threats framed by media narratives, often amplifying societal fears and reinforcing stereotypes.
Conflict Theories
- Highlights media ownership by dominant classes to serve their interests; critiques economic bases of media.
Political Economy of Media
- Examines ownership of communication by private interests and the exclusion of marginalized voices.
Postmodern Media Theory
- Focuses on media's relevance in modern consumption of symbols, critiquing the portrayal of reality through media representations.

Media Regulation
- Governed by ICASA since 2000 to ensure diverse and representative broadcasting.
Historical Context
- Media used during apartheid for propaganda, maintaining racial divides, and influencing public perception.
- Essential role in shaping narratives and public views on critical issues.