III. Forms of media

The number of media types is increasing all the time with the development of new technologies. In his 2008 book “Mobile as the 7th of the mass media” digital media author Tomi Ahonen (2008) defines “seven mass media” to distinguish the main forms of media. Even though this distinction is based more on subjective terms, as it is nearly impossible to delineate contemporary media, his classification provides a useful basis for the understanding of the main types of media. The (1) printed media were the first form of mass media that could cover significant numbers of people. Currently the most widespread types of printed mass media are newspapers and magazines. (2) Recordings are a type of broadcast that has been recorded earlier and played later, i.e. not live. The modern music industry can trace its roots from the first gramophone records at the end of the XIX century, and now this type of media is mostly used in the form of CDs and DVDs, though the latest forms are also in a state of decline currently, because they are being replaced more and more by digital forms. (3) Cinema as a media form has been used since about 1900. This was the first form of multimedia, as it used both visual and audio signals. The technology used in the cinema has changed drastically since the time it appeared, but as a media form it still remains quite popular. (4) Radio broadcasting (since 1910) introduced us to the new technology in media, when the information was transmitted live and non-stop. The audience could receive the transmission simultaneously from great distances. (5) Television appeared in the middle of the XX century and basically was just a combination of the two previous forms, when the visual signal (like in the cinema) could be broadcast to large audiences (like in the radio). Arguably it still remains the most popular and widespread mass media form in the world. The sixth mass media was the (6) internet. It started to be used on a more global space in the 199ies, and its development was so rapid and widespread that it radically changed the way we get the information or entertain ourselves today. The internet has also incorporated all the previous media forms, as people now read newspapers, listen to music, watch films or follow TV and radio broadcasts on the internet. Another important innovation was the reciprocal nature of the internet. People now may contribute and take part in the internet communication – through comments to the news, by posting their own ideas on blogs, or videos on YouTube. The internet has provided us with an opportunity to search for the information we need, and to choose from an almost unlimited number of sources. The internet also enables interaction, as users can join social networks, and interact in new ways. The seventh media form is (7) mobile, according to Tomi Ahonen. Even though mobile phones have been used since at least 1979, it was only in the last decade that they started to be used on a level that could be comparable with the other media forms. Mobile phones also incorporated the previous media form, the internet, yet there are several distinctive features. First, mobile phones are personal (computers could be considered semi-personal, as even now there are shared computers in internet cafes or at work). Moreover, mobile phones are always on and personally carried. There are also some other features, such as a personal built-in payment system, mobile has the most accurate audience measurement, and it captures the social context of media consumption. The newest technological advances (video camera, audio recording, social networks etc.) in mobile connection add to the distinctive character of mobile as a form of media.

Even though this classification may be disputable, and definitely it does not cover all the aspects of mass media currently used, it may serve as a useful basis for a better understanding of the general picture of mass media. One important aspect, which did not receive a separate niche in this classification, is the social media. This form functions both in the internet and in the mobile phone. Yet what distinguishes it from newspapers or TV channels is the personal nature of social networks. In social networks everyone has an opportunity to create their own news or entertainment. Nobody has a monopoly on the right to express their own opinion. Moreover, the social networks can give a rather accurate picture of the popularity of a certain source, as in Twitter or Facebook it is possible to see the precise number of followers, and these networks also provide each user with a chance to interact online. Social networks also enable us to receive and transmit the news without any delays.

During this course we will mostly focus on more traditional media channels, such as magazines or newspapers. All of them also receive their coverage in the internet, in social networks, and they apply the new technologies for their benefit. There is a growing trend nowadays from “tangible” to “virtual” media forms. The virtual forms provide better opportunities to find the most relevant material through hyperlinks or sidebars. At the same time virtual advertising is thriving with a much bigger coverage than what could be achieved with more traditional forms.

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