Technology and Media are interwoven, both cannot be separated from this contemporary society in most semi-peripheral and core nations. Media is the term, which refers to the print, electronic and digital means of effective communication. From the creation of the printing press, technology influence the where and how information and data are shared. Nowadays, societies are discussing and adopting the technology and media for communicating the fast moving technological pace. Past two decades, if anyone wanted to tell or share any news, they wrote letters or call them. But now, hundreds of people can know about any news through social media or internet, which clearly reflects on the growing capacity of media and technology. That is why, whenever media is the topic of social discussion, technology simultaneously become the part of it (Boyd, 2014).
Types of Technology and Media
Technology and media evolved hand-in-hand, from the early print towards modern publications and posting, from radio to television and to film. It is obvious that new media has emerged constantly, like seen in the online world.
Print Newspaper
Early types of the print media, was found in an ancient Rome, and were copied on boards and carried the informed citizenry. With an invention of printing press, multiple ways which shared the ideas and changed the ways of informing other. It also store and produced the mass information. Along with widespread use and invention of television in 20th century, circulation of newspaper steadily dropped-off and in 21st century, the circulation was further dropped because more people are now turning towards internet and prefer online news and sites. They also use different other sources of media for staying informed. This all shifted from the newspaper as the information source, which has profound the effects on the societies. At the time, when news are given and provided for the large diverse and conglomerate of businesses and people, it should maintain different level of the broad based balance and reporting. With the decline of the newspaper, different other news sources have become fractured, so the audience could choose particularly what it really wants for hearing and avoiding (Holmes, 2005).
Radio and Television
The radio programming preceded the television, but, it both played vital role in shaping the lives of people in more or less same way. In many situations, entertainment and information could easily be enjoyed at workplace, home or other places, with some form of community and immediacy, which newspaper was unable to provide. Even though, individuals were at houses, media allowed and provide assistance in sharing such real time moments. This is the same form of separate but the communal approach, which happened with the entertainment. Office employees, workers and school going children gathered and discuss the last night serial episode on radio show or television. Television has powerful and strong socializing effect, and with such types of visual media giving the reference groups, during social values, beliefs and norms (Lenhart, Duggan, Perrin, Stepler, Rainie, and Parker, 2015).
Film
Film industry took a long period to evolve from 1930s, when sound and color were the first integrated among featured films. Such as television, the early films and dramas were unifying for the society. As more audience started to visit the theaters for new releases to be seen in initial days, they laughy, they cry and also scared together. Films started to act as the cultural touchstones and time capsules for the society. From the tough talking of Clint Eastwood for Facebook founder’s biopic, and also the dropout off Harvard, Mark Zuckerberg, films illustrates the dreams of the society, their fears, and share their experiences. While several Americans still consider Hollywood as the epicenter of the moviemaking, and Bollywood produces relatively more films annually, and reflect on their own traditions, cultures, norms and beliefs (Winston, 2002).
New Media
New Media usually encompass the interactive forms of different information exchange, which include networking sites, podcasts, blogs, virtual worlds, and wikis. Clearly, all list grows every day. The new media has the level to play in the field of the construction, i.e. publishing, creating, developing, planning, distribution, accessing, and assessing the information. New media also offers some alternative forums for the groups, which are unable to gain the access to the traditional and political platforms. However, the accuracy and reliability of the information does not have any guarantee. In fact, new Medias’ immediacy coupled with lacking in oversight of the means, which should be careful and ensure the news to be gained from the right and authentic source (Lenhart, Duggan, Perrin, Stepler, Rainie, and Parker, 2015).
Advertising and promotion has changed a lot, as the media and technology allowed the consumers for bypassing the traditional venues of advertising. From inventions of multiple remote controls that allows and help us in ignoring the television advertising, and commercials, without leaving the seats, and recording devices which helps in watching the programs by skipping advertisements, the traditional advertising and promotion approaches are on wane. The print media is also no ore different. The revenue of advertisements from newspapers and televisions fell significantly, which shows that companies should find new ways and strategies for communicating with consumers (Winston, 2002).
It has been concluded that technology and media are interwoven from beginning days of the human communication. The telegraphs, printing press, internet, radio and many others, are all examples of the intersection. The mass media has already allowed the shared experiences on social media platforms, but the new media creates the seemingly endless and huge amount of the airtime for every voice, which wants and needs to be heard. The advertising has changed the technology a lot. The new mass media allows customers to bypass the traditional venues of the advertising, which cause the companies and firms to be intrusive and innovative for gaining the attention.
References
Boyd, D., 2014. It’s complicated: The social lives of networked teens. Yale University Press.
Holmes, D., 2005. Communication theory: Media, technology and society. Sage.
Lenhart, A., Duggan, M., Perrin, A., Stepler, R., Rainie, H. and Parker, K., 2015. Teens, social media & technology overview 2015. Pew Research Center [Internet & American Life Project].
Winston, B., 2002. Media, technology and society: A history: From the telegraph to the Internet. Routledge.
