media development evolution of the mass media industries
TRANSCRIPT
Media Development
Evolution of the Mass Media Industries
Media Adoption
Technology Adoption
Diffusion of Innovations
Media Lifecycle
Innovation
Penetration
Peak
Decline
Adaptation
Media Lifecycle
Innovation
Penetration
Peak
Decline
Adaptation
Medium Penetration
Innovation
Penetration
Peak
Decline
AdaptationSupervening Social Necessity
Medium Peak
Innovation
Penetration
Peak
Decline
Adaptation
Observation, Trial, Price
Medium Decline
Innovation
Penetration
Peak
Decline
Adaptation
New Media, Changing Needs
Medium Adaptation
Innovation
Penetration
Peak
Decline
Adaptation
Complement, Re-Focus
Medium Innovation
Innovation
Penetration
Peak
Decline
Adaptation
New Media Eat Old Media
Newspapers
• Innovation– 1500s, colonial U.S.,
• Penetration– cheap paper, rotary press, 1870s
• Peak– 1920, advertising, cheap news
• Decline– 1930s, radio, magazines, speed & richness
• Adaptation– localized, consolidated, integrated
Innovation
Penetration
Peak
Decline
Adaptation
Film
• Innovation– 1890s, alternative to live entertainment
• Penetration– early 1900s, star system, small theatres
• Peak– 1930s-’40s, talkies, vertical integration, color
• Decline– 1950s, TV, studio divestment, suburbanization
• Adaptation– TV films, exports, blockbuster
Innovation
Penetration
Peak
Decline
Adaptation
Radio
• Innovation– 1900s, Marconi, ship-to-shore
• Penetration– 1920s, commercial broadcasting, 500 stations
• Peak– 1940s, WWII, immediacy, music & culture
• Decline– 1950s, TV, hi-fi, Cold War expansion
• Adaptation– car radio, specialization, local, automated
Innovation
Penetration
Peak
Decline
Adaptation
Television• Innovation
– 1930s, 1940s VHF
• Penetration– 1950s, adaptation of NTSC, commercial broadcasting
• Peak– 1960s, color, 1980=99.5%, “reality,” pop culture
• Decline– late 1990s? cable, Internet, video games, distrust & fatigue
• Adaptation– sports & spectacle, integrated media
Innovation
Penetration
Peak
Decline
Adaptation
Internet
• Innovation– late 1960s, ARPANet, DOD, accessible, sharing,
• Penetration– early 1990s, email, WWW, commercial infrastructure
• Peak– 2010?, e-commerce, global communication, new social
structures
• Decline– ???
• Adaptation
Innovation
Penetration
Peak
Decline
Adaptation