The Rise of the Mass Media

 Changing media throughout history

 Media Convergence
 A New Media
 The Social Effects of Convergence
Society, Technology and Communication

Pre-Agrarian Society

 Limited technology
 Communicate
through spoken
words.
 The oral tradition is
the popular way-
ritual chants, and
song, folktales
Society, Technology and Communication

Agrarian Society

• Backdate to the ancient

Sumerian societies.
• They were more settled
and known in developing
writing in 3100 BCE.
• Literacy took place
among priests and upper
classes.
• Sometimes limited – to
secured the status quo of
elites.
 Society, Technology and Communication

Industrial Society
 Industrial Revolution
started with Thomas
Newcomen’s- steam engine
in 1712.
 The invention of printing
machine- mechanical
movable type by Johannes
Guttenberg was view as
‘revolution’ in communication
field and indisputably
change the world.
 Allows for mass production The beginning of
of books and newspaper- Mass Communication
later.
 Printing was the
FIRST mass media
technology which
began in 15th 19th century
invention of
Its promoted century
telegraph and
literacy in Europe
telephone allowed
and early 17th
instantaneous
century – first
communication
newspapers was
over long
introduced in
Europe
Milestones distances
in Print
Media
Croteau, 2012, chp. 1
 Milestones in Broadcast Media

The media experience

-Communicators became largely
20th century radio can cast a media
became the first message broadly
privatized and
broadcast media , individualized even as
followed by TV in -Producers did people were becoming
the 1940s and 50s not have to make “massified” by mass
physical products
mediated, homogenized
Fundamentally
messages.
altered life -Audience did not
have to travel

Croteau,2012 cjp 1.
 Convergence Technology

Convergence Media Convergence

Coming The coming together of
together/merging computing,
telecommunication, and
media in a digital
environment.
 Is the process
through which
information
technologies and
telecommunication
The interlinking come closer together
of computing (Winseck, 1998) Integration of
and ICTs, Internet with
communication other media,
networks, and Convergence especially tv and
media contents telephone
as the emergent communication.
of the internet. (Thomson, 1999)
Coming together of all
forms of electronic
mediated
communications in an
electronic, digital forms
driven by computers.
(Pavlik, 1996)
Article 3
 Convergence Technology

Murdock (2000:36)
• Convergence media –
i. Technological level(comm. System)
ii. The content level ( cultural forms)
iii. The economic level ( related to companies, employers
and the media market)

• Jenkins (2001;2006) convergence effects the media industry

and its audience.

Geogeta, 2014
 4 Dimensions of Convergence

• Technological—the combination of computing, communications

and content around networked digital media platforms;
• Industrial—the engagement of established media institutions in
the digital media space, and the rise of digitally-based companies
such as Google, Apple, Microsoft and others as significant media
content providers;
• Social—the rise of social network media such as Facebook, Twitter
and YouTube, and the growth of user-created content; and
• Textual—the re-use and remixing of media into what has been
termed a ‘transmedia’ model, where stories and media content
(for example, sounds, images, written text) are dispersed across
multiple media platforms

Article 3
 Society, Technology and
Communication
Information Society
 The economy depends
primarily on the
production and
consumption of
information.
 Started with the invention
of the personal computer
in 1975 and the advent of
the WWW in 1991.
 The computer becomes
the dominant tools. Fundamentally
altered Life
 A New Media

all that is related to the internet and the interplay

between technology, images and sound.

are digital, often having characteristics of being

manipulated, networkable, dense, compressible, and
interactive.[
 New textual experiences: new
kinds of genre and textual form,
entertainment, pleasure and
patterns of media consumption
(computer games, simulations,
special effects cinema).

A New Media

New experiences of the relationship between embodiment,

identity and community:
shifts in the personal and social experience of time,
space, and place (on both
local and global scales) which have implications for the
ways in which we experience ourselves
Article 6 and our place in the world.
 New ways of
representing the
New relationships world: offer new
between subjects representational
(users and possibilities and
consumers) and experiences
media (immersive virtual
technologies: environments,
the use and screen-based
reception of image interactive
and in the multimedia).
meanings that are
invested in media A New Media
technologies

Article 6
The Characteristics of New Media

 two-way communication;
 easiness of access to and dissemination of information;
 continuous learning;
 alignment and integration;
 Community
 portability and time flexibility (time-shifting), which provide
users with freedom over space and time;
 convergence of many different media so that they can carry
out more than one function at a time and combine -- as is
the case with the camera-phone;

Article 5
 The Characteristics of New Media

 aggregation of content, which is facilitated by digitization and

convergence;
 variety and choice to a much greater extent than the mass
media that preceded them;
 the closing of the gap between (or the convergence of)
producers and consumers of media;
 social collectivity and cooperation;
 remix culture which digitization facilitates;
 the transition from products to services.

Article 5
A side of life that are worth to
think of
The Social Effects of Media
Convergence
The New Landscape of Communication
Model

The SMCR Model. Wilbur Schramm (1982)

Conventional Model of Communication

One-to-many communication
With anonymous receivers
Through one-way communication channels
With a clear distinction between producers and receivers.
The New Landscape of Communication
Model
An Internet Model of Mass Communication

 multiple levels of
communication;
 One to one
(email)
Messages not  One to many
linear; (CNN.com)
content  Few to few
provided by (chatrooms,
organizations blogs)
and users.  Many to
many (eBay)
 Audience
competition not
always a factor

Croteau,2012 chap1 & Article 4 The nature and History of Comm

The New Environment of Communication

Audience Control and User Generated Content

• In charge their preferable activities. Shifting

time, select the contents. Video on
demand- allow us to pick content and watch
at our convenience.
• Can now download individual tracks from
iTunes instead of whole albums.
• 24 hours information, create and contribute
media contents.
• Consumers can advertise for free on eBay
when they need to sell something instead of
making newspaper ads.
Convergence and The Audience

Audience Segmentation- Media audiences are becoming

less “mass” and more selective”. only look for content
related to their interests
- Advertisers have turned from mass to target marketing

Audience in age of convergence can communicate

more easily with those who create and publish mass
comm. content.

Can also create content themselves and reach larger

audiences- an active audience
 The New Environment of Communication

Multiple Platform

• Apple’s video iPod, cell phones, and

tablet computers are available at
affordable prices.
• Conventional media goes online-
digital.
• ‘Everything are available
everywhere’. Allows for streaming
music/video/films.
The New Environment of Communication

Mobile Media

• Gadgets with small screens is

phenomenon.
• Apps allows for internet connections
regardless of places, thus make
media becoming mobile- ‘media is
everywhere’.
• Media activities take place for 24
hours.
 The Social Effects of Media
Convergence

Convergence and Communication Content

 Content is more - fluid, dynamic, rapid and global.
 Better representation of events in real life
 Easier to obtain content in demand.
 Allows audience to choose (active consuming)
instead of watching what publisher/ broadcaster broadcasts
(passive consuming).
 Increased media • Audiences are shifting media consumption
toward digital media and consumer
consumption supported media

Active media
• Easier for public to create and distribute
production and
media content through digital media
distribution

• Active audience has greater control over

Distribution alters what media they consume
balance of power • Using viral marketing and peer to peer
sharing
• “Daily Me”- fragments audience into small
groups of similar individuals who do not
Fragmentation and engage with other groups or society of as a
the “Daily Me” whole
• Only receive news and info that reinforces
their beliefs and values
 Convergence and
communications organisations
• Before convergence, content
was broadcasted on
predetermined schedules by
centralized media
organizations.
• Internet media less
centralized
BUT not exempt from
economic consolidation of all
mass media
- permits more flexibility and
adaptability in publishing
• Social, Political and Economic
pressures
- Govt regulate media to shape
or control content.
- Media becomes increasingly
subject to international rules
and regulations.
• Concentration of Media
Ownership
- media companies are most
profitable private enterprises.
Internet Penetration
Facebook is currently the
most visited social media
website in Malaysia. In total,
there are 10.4 million
Facebook users in Malaysia of
which 3.5 million are youth
aged between 18 and 24.

Whatsapp is used by 39 percent of the global

mobile Internet population where Malaysia
comes in at number 3 in amount of usage.
The Whatsapp statistics for 2014 are;

• South Africa (79 percent)

• Argentina (75 percent)
• Malaysia (73 percent)
• Hong Kong (71 percent)
• Singapore (69 percent)
• India (67 percent)
• 74% play games on their phone
• The casual gaming segment has
certainly boosted by Facebook
and recently LINE, with popular
games like LINE POP, LINE PLAY,
LINE Rangers, Disney Tsum Tsum
etc.
• 35% access the Internet only via a
smartphone
• More Malaysians are accessing
Facebook via mobile
More than 8.7 million (out of 10
million) Malaysians are accessing
Facebook via mobile on daily basis,
while it is more than 14 million (out
of 15 million) on monthly basis.
 References

• Georgeta Drula, 2014. Forms of Media Convergence and Multimedia Content-

A Romanian Perspective. Media Education Research Journal.
• Andrew T Kenyon and Tim Marjoribanks. (2007). Transforming Media Markets:
The Cases ofMalaysia and Singapore., Australian Journal of Emerging
Technologies and Society. Vol. 5, No. 2, pp: 103-118
• Williams, P. & Nicholas, D. (1999). The migration of news to the web. Aslib
Proceedings, vol. 51, No. 4, April.
• Mohd Yahya Mohamed & Noor Ismawati Jaafar. (2009). Online Newspaper in
Malaysia: A Preliminary Study. Jurnal Pengajian Media Malaysia Jilid 11
Malaysian Journal of Media Studies Volume 11 Vol. 11, No. 1, Pages 83-94
• Jeff Jarvis, 2008. The Print Media Are Doomed. Buzzmachine.com.
http://www.businessweek.com/debateroom/archives/2008/12
• David Jr ., (2015). Malaysia Social Media Statistics 2014.. http://blog.malaysia-
asia.my/2015/03/malaysia-social-media-statistics-2014.html
• Kenneth Wong (2014). Malaysia Media Landscape. Ad-Tech Roadshow Kuala
Lumpur, 2014

• Yvonne Tuah, 2014. Television Broadcasting-The Malaysian Experience. Borneo

Post online. www.theborneopost.com Retrieved on Sept.15,2016
• Malaysia entertainment and media outlook 2015-2019. at www.pwc.com.my.
Retrieved Sept 15, 2016
• Malini Nagaraj, 2014. Astro Malaysia eyes rural pay-TV market. Next TV News Asia
Pacific. At wwwnestvtasia.com. Retrieved Sept. 15, 2016
 References

• Andrew T Kenyon and Tim Marjoribanks. (2007). Transforming Media Markets:

The Cases ofMalaysia and Singapore., Australian Journal of Emerging
Technologies and Society. Vol. 5, No. 2, pp: 103-118
• Williams, P. & Nicholas, D. (1999). The migration of news to the web. Aslib
Proceedings, vol. 51, No. 4, April.
• Mohd Yahya Mohamed & Noor Ismawati Jaafar. (2009). Online Newspaper in
Malaysia: A Preliminary Study. Jurnal Pengajian Media Malaysia Jilid 11
Malaysian Journal of Media Studies Volume 11 Vol. 11, No. 1, Pages 83-94
• Jeff Jarvis, 2008. The Print Media Are Doomed. Buzzmachine.com.
http://www.businessweek.com/debateroom/archives/2008/12
• David Jr ., (2015). Malaysia Social Media Statistics 2014.. http://blog.malaysia-
asia.my/2015/03/malaysia-social-media-statistics-2014.html
• Kenneth Wong (2014). Malaysia Media Landscape. Ad-Tech Roadshow Kuala
Lumpur, 2014
• Yvonne Tuah, 2014. Television Broadcasting-The Malaysian Experience. Borneo
Post online. www.theborneopost.com Retrieved on Sept.15,2016
• Malaysia entertainment and media outlook 2015-2019. at www.pwc.com.my.
Retrieved Sept 15, 2016
• Malini Nagaraj, 2014. Astro Malaysia eyes rural pay-TV market. Next TV News Asia
Pacific. At wwwnestvtasia.com. Retrieved Sept. 15, 2016
 Increased media • Audiences are shifting media consumption
toward digital media and consumer
consumption supported media

Active media
• Easier for public to create and distribute
production and
media content through digital media
distribution

• Active audience has greater control over

Distribution alters what media they consume
balance of power • Using viral marketing and peer to peer
sharing
• “Daily Me”- fragments audience into small
groups of similar individuals who do not
Fragmentation and engage with other groups or society of as a
the “Daily Me” whole
• Only receive news and info that reinforces
their beliefs and values