Chapter 2: Media TechnologyChapter Insights:- Mass communication is a technology-based process- Mass production of the written word became possible with moveable metal type- Chemistry is the technological basis of movies- Mastery of the electromagnetic spectrum led to radio and television- Orbiting satellites and fiber optics have improved media efficiency- Traditional media products and new products are emerging from digital technology- Models help explain the technology-driven process of mass communicationMedia Technology: Technology is basic in mass communication. If not for the technology of printing presses, books as we know them wouldn’t exist. If not for the electronic technology, television, radio and the Internet wouldn’t be. - Technology Dependence Mass communication Interpersonal communication- Evolving Media Landscapeo Printing Technologyo Chemical Technologyo Electronic Technologyo Digital Technology1. What do the four primary technologies of mass communication have in common? 2. What industries have been built around the different media technologies?Printing Technology: With the invention of movable metal type in the mid-1440s, suddenly the written word could be mass-produced. The effect on human existence was profound. Incorporating photographic technology with printing in the late 1800s added new impact to printed products.- Movable Metal Type Movable metal type Johannes Gutenberg (Media People)- Gutenberg’s Impacto Scholarshipo Oral Traditionso Languageso Authorshipo Commercializationo Paginationo Religion- Industrial Revolution Effects Vellumo Pulp Paper Industrial Revolution Pulp fictiono High-Speed Presses Richard Hoeo Paper Reelso Typesetting Omar Mergenthaler Linotype- Print-Visual Integration Frederick Ives Halftone Steve Horgan National Geographic Henry Luce1. Do any media technology innovations since Johannes Gutenberg rival the transformational impact of his movable metal type?2. What was the link between Gutenberg and the scientific revolution of the 1600s and 1700s? And with the later Industrial Revolution?3. How would your study habits be affected if your textbooks had no tables of content? Or indexes?4. What facilitated the integration of word-driven and illustration-driven media messages?Chemistry Technology: Historically, photography is rooted in chemistry. The distinct technology had come of age by the time of the U.S. Civil War, creating a new kind of archival record. When techniques were devised to integrate photography into Gutenberg legacy printing, the mass media suddenly were in a new visual era. Movies also drew on chemical technology but evolved along a separate path. - Photography Joseph Niepce Mathew Brady Laurens Hammond Stereoscopy- Movies Persistence of visiono Cameras William Dickson George Eastmano Projectors Lumiere brothers1. Explain this assertion: Photography and words are not mass media but are essential for the media to exploit their potential.2. How does persistence of vision work in movies? How about in 3-D movies?Electrical Technology: Electricity transformed people’s lives beginning in the late 1800s with dazzling applications to all kinds of activities. The modern music industry sprang up around these new systems for recording and playingback sound. Radio and television, both rooted in electricity, were among the technologies around which new industries were created.- Electricity as Transformational- Recordings Phonograph Thomas Edison Emile Berliner Joseph Maxfield- Electromagnetic Spectrum Telegraph Samuel Morseo Wireless Heinrich Hertz Guglielmo Marconio Television Philo Farnsworth Image dissector1. How does the impact of Emile Berliner’s invention of the metal recording disk compare with Gutenberg’s printing press?2. What impact did the discovery of wireless communication have on society and globalization?3. How is persistence of vision employed differently in television and movies?Current Technologies: Satellite and fiber-optic technologies in the late 1900s improved the speed and reliability of delivering mass messages. These were back shop developments that were largely invisible to media consumers. Plainly visible, though, was the related advent of the Internet as a new mass medium.- Orbiting Satellites Geosynchronous orbit Arthur C. Clarke Telstar Uplink Downlink- Back to Wires Landline Ed Parsons Cable television Fiber-optic1. Satellite television companies advertise they are available to homeowners anywherein the United States so long as they have unrestricted access to the southern sky. Why south? 2. What technologies transformed the sleepy small-town cable television industry beginning in the 1970s?Digital Integration: Digital technology has brought efficiency to almost every aspect of human lifestyles, including products from traditional mass mediacompanies. A wholly new medium, the Internet, is built entirely on binary digital signals. This newest media technology is melding the once-distinctive delivery systems of many products from old-line media companies. - Semiconductor- Internet Origins Internet- Media Convergence Digital Media convergenceo Distribution Tim Berners-Leeo Deviceso Distinctionso Productiono DemocratizationMedia Counterpoints: “Technologizing” The Written Word- Cloud Computingo The Cloudo Apps App Cloud computing1. How has the semiconductor transformed modern life? And mass media too?2. Is Tim Berners-Lee in the same league as Gutenberg? Edison? Marconi? Farnsworth?Technology and Mass Communication: Theorists have devised models to help understand the complex and mysterious technology-dependent process of mass communication. But many models, now more than 50 years old, have been outdated by rapid changes in technology. These changes added more complexity and mystery to how mass communication works. - Lasswell Model Harold Lasswell Channel Effecto Who says what?o In which channel?COUNTERPOINTMedia Industries have always adapted to new technology and survived, indeed thrived. This adaptation process probably is occurring now, although hard to perceive.POINTTechnological convergence is upending media infrastructures. The end is near for media industries that once had secure niches but which are now in direct competition with each other on the Internet.o To whom?o With what