basic human skills is the capacity
given us great advantages over other animals in terms of our capability to grow food,
This capability has aided us greatly in our efforts to adapt to our environment
shelters, and carry out the many other activities necessary for our basic survival.
the ability to create communication media technological devices that extend out
Our tool-making facility has given us another unique advantage over other animals
communication which occurs when media intervene, or mediate, between message sout
tactile messages. In this chapter, our focus is on media and mediated communication
ability to create, transmit, receive, and process visual, auditory, olfactory.gustaty
and receivers.
Media and Their Functions
computers may not seem to have much in common. However, on further reflection, it be
At first consideration, tools like telephones, pencils, CD players, answering machines, and
comes apparent that in one way or another each of these extends our ability to engage in
human communication
Without basic communication technologies, such as writing instruments and surfaces
Ту.
on which to write or electronic substitutes—there would be no way to preserve messages
graph, telecommunication, or the Internet, it would be impossible to rapidly distribute a
single message to a number of distant points on the globe. Without tools like
copying machines, fax machines, DVD players, and MP3 players, we would be severely
limited when it comes to copying, organizing, storing, and retrieving information for fu
ture use. Media extend human communication by enhancing (1) message production and
distribution, and (2) information reception, storage, and retrieval.
computers,
Media
189
Production and Distribution
When we examine the communication media that we take so much for granted, we find
distribute information at great distance in space or time from the point of origin. Produc-
that one of the most basic functions they perform is to extend our ability to produce and
tion involves the creation of messages using communication media. Distribution has three
components:
1. Transmission. Moving messages
2. Reproduction and amplification. Duplicating, amplifying, or multiplying messages
3. Display. Making messages physically available once they arrive at their destination
Spoken language is our most basic means of vocal message production. Telephones,
CDs, MP3s, audio cassette tapes, beepers, and other recording devices facilitate message
production, and especially, distribution. Included in the long and diverse list of visual
media that make message production and distribution possible are the alphabet, pens and
pencils, computers, the Internet, billboards, signs, and message-bearing articles of cloth-
ing. A number of devices combine audio and visual capabilities, among them film and
videotape, DVDs, television, cable systems, and the World Wide Web (WWW). Braille is
an example of a message production and distribution technology that involves tactile codes.
See Table 9.1.
Reception, Storage, and Retrieval
Media that aid in production, distribution, reproduction and/or amplification also play an
important role in reception in that they serve to make messages accessible. As noted in
Table 9.2, tools such as radio and TV receivers, magnifying glasses, radar, and telescopes,
assist with the reception of visual information, while earphones and hearing aids expand
capabilities for receiving auditory messages.
Though we are unaccustomed to thinking of written documents as communication
media, they also serve very basic functions in extending our information storage and re-
trieval efforts. Certainly the most noteworthy information-recording tools to be developed
In recent years are computers, with their enormous capacity to code, store, manipulate, and
retrieve information.
Types of Media
mmunication, including face-to-face.
latter in a relative, les
Media
205
Generally speaking,
new media provide greater flexibility in bridging time and space
than many of the earlier media. Depending on the specific application and the needs of in
and consumption.
teractants, media like fax, e-
mail, teleconferencing, computers, and answering machines
can be used in ways that either minimize or expand the gap in time between production
Low Interactivity-High Interactivity
Communication media vary in the extent to which message content and timing are con-
trolled by the source rather than by the user. With mass media such as books, television,
newspapers, and magazines, content and timing of production and distribution are source-
controlled. Audience members engage in active decision making about whether to give at-
tention to particular mass media offerings and, in many instances, can actively and
consciously choose how to use the information received. Consumer decisions--as well as
letters to the editor and other forms of feedback-have an impact on content, but the influ-
ence is delayed and often indirect. In the short-term individuals have no way to interact with
or control message content or timing. Such media have limited potential for interactivity.
Other media, such as telephones, e-mail, fax, VCRs, DVDs, home video, and many
computer applications, are more interactive. They permit receivers to exert greater control
over the content, timing, and locale. CDs, for example, can be played at whatever time of
day or night we choose to listen to them. And we may choose to play these CDs at home,
at work, in the car, or while walking or jogging. We can "fast-forward" through selections
we don't care for, "pause" for interruptions, and "pause" or "rewind" to repeat segments
that we particularly like. Similarly, voice mail, e-mail, and inexpensive home answering
machines provide a high level of user control. See Box 9.4.
Communication researcher Carrie Heeter provides the following list of dimensions
of interactivity that may be used to classify media.
17
Complexity of choices available. How much choice users have regarding content and
timing of utilization.
* Television Viewers Become Producers
Shological advances promise to make broadcast
on a far more interactive, user-controlled
dium. For about the price of a movie channel,
coverage. Other channels offer close-ups of play-
ers, while yet another provides continuous instant
replays. For news programs, the system allows
viewers to break away from the standard newscast
our mints to receive more in-depth infor
articular interest and
ohlo to nlay a direct
Purchase answer to see full
attachment