Media (communication)

Media is the collective communication outlets or tools used to store and deliver information or data. It is either associated with communication media, or the specialized mass media communication businesses such as print media and the press, photography, advertising, cinema, broadcasting (radio and television), publishing and point of sale.

Origin and definition

The term "medium" (the singular form of "media") is defined as "one of the means or channels of general communication in society, which is mass media such as newspapers, radio, television,books,outdoor media etc."

The beginning of human communication through designed channels, i.e. not vocalization or gestures, dates back to ancient cave paintings, drawn maps and writing.

The Persian Empire (centred on present-day Iran) played an important role in the field of communication. It has the first real mail or postal system, which is said to have been developed by the Persian emperor Cyrus the Great (c. 550 BC) after his conquest of Medes. The role of the system as an intelligence gathering apparatus is well documented, and the service was (later) called angariae, a term that in time turned to indicate a tax system. The Old Testament (Esther, VIII) makes mention of this system: Ahasuerus, king of Medes, used couriers for communicating his decisions.

The word communication is derived from the Latin root communicare. This was due to the Roman Empire also devising what might be described as a mail or postal system, in order to centralize control of the empire from Rome. This allowed for personal letters and for Rome to gather knowledge about events in its many widespread provinces. More advanced postal systems later appeared in the Islamic Caliphate and the Mongol Empire during the Middle Ages.

The term media in its modern application relating to communication channels is traced back to its first use as such by Canadian communications theorist Marshall McLuhan, who stated in Counterblast (1954): "The media are not toys; they should not be in the hands of Mother Goose and Peter Pan executives. They can be entrusted only to new artists, because they are art forms." By the mid-1960s, the term had spread to general use in North America and the United Kingdom. (Mass media, in contrast, was, according to H.L. Mencken, used as early as 1923 in the United States.)

Electronic media

Main article: Electronic media

In the last century, a revolution in telecommunications has greatly altered communication by providing new media for long distance communication. The first transatlantic two-way radio broadcast occurred in 1906 and led to common communication via analog and digital media:

• Analog telecommunications include some radio systems, historical telephony systems, and historical television broadcasts.
• Digital telecommunications allow for computer-mediated communication, telegraphy, and computer networks.

The difference between analog and digital photography is that digital photography is easier to edit and have a lot of choices after taking photos, but analog photography is more simple and you have to accept the photo if you don't like it. In digital photography you can edit the photo even before taking it, unlike analog which had limited amount of time.

Modern communication media now allow for intense long-distance exchanges between larger numbers of people (many-to-many communication via e-mail, Internet forums, and teleportation). On the other hand, many traditional broadcast media and mass media favor one-to-many communication (television, cinema, radio, newspaper, magazines, and also social media).

Electronic media usage is growing, although concern has arisen that it distracts youth from face-to-face contact with friends and family. Research on the social engagement effect is mixed. One study by Wellman found that "33% of Internet users said that the Internet had improved their connections to friends 'a lot', and 23% said it had increased the quality of their communication with family members by a similar amount. Young people in particular took advantage of the social side of the Internet. Nearly half (49%) of the 18- to 29-year-olds said that the Internet had improved their connections to friends a lot. On the other hand, 19% of employed Internet users said that the Internet had increased the amount of time they spent working in home".

Electronic media now comes in the forms of tablets, laptops, desktops, cell phones, mp3 players, DVDs, game systems, radios, and television. Technology has spiked to record highs within the last decade, thus changing the dynamic of communication. The spike in electronic media really started to grow in 2007 when the release of the first iPhone came out. The meaning of electronic media, as it is known in various spheres, has changed with the passage of time. The term media has achieved a broader meaning nowadays as compared to that given it a decade ago. Earlier, there was multimedia, once only a piece of software (application software) used to play audio (sound) and video (visual object with or without sound). Following this, it was CD (Compact Disc) and DVD (Digital Versatile Disc), then camera of 3G (third generation) applications in the field.

In modern terms, the term "media" includes all the software which are used in PC (computer) or laptop or mobile phone installed for normal or better performance of the system; today, however, hard discs (used to increase the installation capacity of data) of computer are an example of electronic media. This type of hard disc is becoming increasingly smaller in size.

The latest inclusion in the field is magnetic media (magnetic stripe) whose application is common in the fastest growing information technology field. Modern day IT media is commonly used in the banking sector and by the Income Tax Department for the purpose of providing the easiest and fastest possible services to consumers. In this magnetic strip, account information linking to all the data relating to a particular consumer is stored. The main features of these types of media are prepared unrecorded (blank form), and data is normally stored at a later stage as per the requirement of its user or consumer.

Social impact

Media technology has made viewing increasingly easier as time has passed throughout history. Children today are encouraged to use media tools in school and are expected to have a general understanding of the various technologies available. The internet is arguably one of the most effective tools in media for communication tools such as e-mail, Skype, and Facebook have brought people closer together and created new online communities. However, some may argue that certain types of media can hinder face-to-face. Therefore, it is an important source of communication.

In a large consumer-driven society, electronic media (such as television) and print media (such as newspapers) are important for distributing advertisement media. More technologically advanced societies have access to goods and services through newer media than less technologically advanced societies. In addition to this "advertising" role, media is nowadays a tool to share knowledge all around the world. Analysing the evolution of medium within the society, Popkin assesses the important role of media, by building connection between politics, culture and economic life and the society: for instance periodical newspaper has been an opportunity to first advertise and second to be up-to-date with current foreign affairs or the nation economic situation. In the mean time, Willinsky was promoting the role of modern technology as a way to come across cultural, gender, national barriers. He saw in internet an opportunity to establish a fair and equal system of knowledge: as internet may be accessible to anyone, any published information may be read and consulted by anyone. Therefore, internet is a sustainable solution to overcome the "gap" between developed and developing countries as both will get a chance to learn from each other. Canagarajah is addressing the issue of unbalanced relations between the North and South countries, asserting that Western countries tend to impose their own ideas on developing countries.Therefore, internet is way to re-establish balance, by for instance enhance publication of newspaper, academic journal from developing countries. Christen is the one who created a system that provide access to knowledge and protect people's customs and culture. Indeed, in some traditional societies, some genders cannot have access to a certain type of knowledge therefore respecting these customs limit the scope of dissemination but still allow the diffusion of knowledge. Within this process of dissemination, media would play a role of "intermediaries", that is say translation an academic research into a journalistic format, accessible by lay audience ( Levin). Consequently, media is a modern form of communication aiming at spreading knowledge within the whole world, regardless any form of discrimination.

Media, through media and communications psychology, has helped to connect diverse people from far and near geographical location. It has also helped in the aspect of on-line or Internet businesses and other activities that have an on-line version. All media intended to affect human behavior is initiated through communication and the intended behavior is couched in psychology. Therefore, understanding media and communications psychology is fundamental in understanding the social and individual effects of media. The expanding field of media and communications psychology combines these established disciplines in a new way.

Timing change based on innovation and efficiency may not have a direct correlation with technology. The information revolution is based on modern advancements. During the 19th century, the information "boom" rapidly advanced because of postal systems, increase in newspaper accessibility, as well as schools "modernizing". These advancements were made due to the increase of people becoming literate and educated. The methodology of communication although has changed and dispersed in numerous directions based on the source of its sociocultural impact. Biases in the media that affects religious or ethnic minorities takes the form of racism in the media and religious bias in the media.

Games as a medium for communication

Games are a medium used to transfer messages. Apart from the usual graphic, auditory and narrative elements in video games, the game mechanics make it unique in the media field. Following Marshal McLuhan's quote "the medium is the message", Earnest Adams and Joris Dormans make a point in their book Game Mechanics: Advanced Game Design that:

“To use a game to communicate, you don’t just produce a clever signal to convey your message. Instead, you construct a machine—the game’s mechanics—that produces the signal for you.”

— Marshal Mcluhan

The players interact with the game and infer the message by observing the game's output. The game mechanics can discriminate against particular actions while encouraging others, thus leading the players to conclude that a certain behavior is more likely to produce the desired outcomes. Although this is commonly and successfully used for entertainment purposes it can also be used as a tool for public relations – for example as advergaming.}

Gamification has been used to communicate in other areas as well. The game design video lessons show Extra Credits has criticized China's Sesame Credit for gamifying the act of "being an obedient citizen". Using tools that are commonly used in games can incentivize a specific behavior to increase one's credit.

Regulations

Main article: Media independence

The role of regulatory authorities (license broadcaster institutions, content providers, platforms) and the resistance to political and commercial interference in the autonomy of the media sector are both considered as significant components of media independence. In order to ensure media independence, regulatory authorities should be placed outside of governments' directives. this can be measured through legislation, agency statutes and rules.

Government regulations

Licensing

The process of issuing licenses in many regions still lacks transparency and is considered to follow procedures that are obscure and concealing. In many countries, regulatory authorities stand accused of political bias in favor of the government and ruling party, whereby some prospective broadcasters have been denied licenses or threatened with the withdrawal of licenses. In many countries, diversity of content and views have diminished as monopolies, fostered directly or indirectly by States. This not only impacts on competition but leads to a concentration of power with potentially excessive influence on public opinion. Buckley et al. cite failure to renew or retain licenses for editorially critical media; folding the regulator into government ministries or reducing its competences and mandates for action; and lack of due process in the adoption of regulatory decisions, among others, as examples in which these regulators are formally compliant with sets of legal requirements on independence, but their main task in reality is seen to be that of enforcing political agendas.

Government endorsed appointments

State control is also evident in the increasing politicization of regulatory bodies operationalized through transfers and appointments of party-aligned individuals to senior positions in regulatory authorities.

Internet regulation

Governments worldwide have sought to extend regulation to internet companies, whether connectivity providers or application service providers, and whether domestically or foreign-based. The impact on journalistic content can be severe, as internet companies can err too much on the side of caution and take down news reports, including algorithmically, while offering inadequate opportunities for redress to the affected news producers.

Self-regulation

At the regional level

In Western Europe, self-regulation provides an alternative to state regulatory authorities. In such contexts, newspapers have historically been free of licensing and regulation, and there has been repeated pressure for them to self-regulate or at least to have in-house ombudsmen. However, it has often been difficult to establish meaningful self-regulatory entities.

In many cases, self-regulations exists in the shadow of state regulation, and is conscious of the possibility of state intervention. In many countries in Central and Eastern Europe, self-regulatory structures seems to be lacking or have not historically been perceived as efficient and effective.

The rise of satellite delivered channels, delivered directly to viewers, or through cable or online systems, renders much larger the sphere of unregulated programing. There are, however, varying efforts to regulate the access of programmers to satellite transponders in parts of the Western Europe and North American region, the Arab region and in Asia and the Pacific. The Arab Satellite Broadcasting Charter was an example of efforts to bring formal standards and some regulatory authority to bear on what is transmitted, but it appears to not have been implemented.

International organizations and NGO's

Self-regulation is expressed as a preferential system by journalists but also as a support for media freedom and development organizations by intergovernmental organizations such as UNESCO and non-governmental organizations. There has been a continued trend of establishing self-regulatory bodies, such as press councils, in conflict and post-conflict situations.

Major internet companies have responded to pressure by governments and the public by elaborating self-regulatory and complaints systems at the individual company level, using principles they have developed under the framework of the Global Network Initiative. The Global Network Initiative has grown to include several large telecom companies alongside internet companies such as Google, Facebook and others, as well as civil society organizations and academics.

The European Commission’s 2013 publication, ICT Technology Sector Guide on Implementing the United Nations Guiding Principles on Business and Human Rights, impacts on the presence of independent journalism by defining the limits of what should or should not be carried and prioritized in the most popular digital spaces.

Private sector

Ranking Digital Rights indicator scores for policy transparency in regards to third-party requests for content or account restriction

Ranking Digital Rights indicator scores for policy transparency in regard to their terms of service enforcement (which impact upon content or account restrictions)

Public pressure on technology giants has motivated the development of new strategies aimed not only at identifying ‘fake news’, but also at eliminating some of the structural causes of their emergence and proliferation. Facebook has created new buttons for users to report content they believe is false, following previous strategies aimed at countering hate speech and harassment online. These changes reflect broader transformations occurring among tech giants to increase their transparency. As indicated by the Ranking Digital Rights Corporate Accountability Index, most large internet companies have reportedly become relatively more forthcoming in terms of their policies about transparency in regard to third party requests to remove or access content, especially in the case of requests from governments. At the same time, however, the study signaled a number of companies that have become more opaque when it comes to disclosing how they enforce their own terms of service, in restricting certain types of content and account.

Fact-checking and news literacy

In addition to responding to pressure for more clearly defined self-regulatory mechanisms, and galvanized by the debates over so-called ‘fake news’, internet companies such as Facebook have launched campaigns to educate users about how to more easily distinguish between ‘fake news’ and real news sources. Ahead of the United Kingdom national election in 2017, for example, Facebook published a series of advertisements in newspapers with ‘Tips for Spotting False News’ which suggested 10 things that might signal whether a story is genuine or not. There have also been broader initiatives bringing together a variety of donors and actors to promote fact-checking and news literacy, such as the News Integrity Initiative at the City University of New York’s School of Journalism. This 14 million USD investment by groups including the Ford Foundation and Facebook was launched in 2017 so its full impact remains to be seen. It will, however, complement the offerings of other networks such as the International Fact-Checking Network launched by the Poynter Institute in 2015 which seeks to outline the parameters of the field.

See also

• Distributed presence
• Media manipulation
• Media psychology
• Media and gender

Sources

 This article incorporates text from a free content work. Licensed under CC BY SA 3.0 IGO License statement: World Trends in Freedom of Expression and Media Development Global Report 2017/2018, 202, UNESCO. To learn how to add open license text to Wikipedia articles, please see Wikipedia:Adding open license text to Wikipedia. For information on reusing text from Wikipedia, please see the terms of use.

Further reading

• McQuail, Denis (2001) McQuail's
• Mass Communication Theory (fourth edition), Sage, London, pp. 16–34. MAS
• Biagi, S. (2004). Media Impact. Wadsworth Pub Co, 7th edition.
• Caron, A. H. and Caronia, L. (2007). Moving cultures: mobile communication in everyday life. McGill-Queen's University Press.