Paradigm Shifts in Mass Media Communications Print to Radio to Television to Digital
Have you ever looked up the meaning of paradigm? It is used to describe a way of thinking or a body of evidence...and we use the words paradigm shift to describe a significant change of thought or strategy or a new reality. Paradigm Shift
When things are not certain, some may think it is premature to consider tackling “uncharted” territories.
This thought may resonate with the attitude, “why try something new, I can do the same methods that have always worked in the past – these methods I understand.” This conviction may be comfortable for some period of time but, many people wait until they are forced to try something new and in many cases, it is too late.
Something Has Changed
Before the Internet, this is how it used to be…
As is each case with the advent of each mass communication medium
including Print, Radio and Television….. Some still wonder if there is reason
to believe if the Internet is powerful enough to dictate a major paradigm shift
In the dawn of each form of mass media communication, there was
resistance by many to each of these media outlets.
You don’t have to be a genius to know how technology will get your message to an audience. Albert Einstein, when asked to describe Radio, replied:
"You see, Wire Telegraph is a kind of a very, very long cat. You pull his tail in New York and his head is meowing in Los Angeles. Do you understand this? And Radio operates exactly the same way: you send signals here, they receive them there. The only difference is that there is no cat."
In 1937, The Radio Project was a social research project funded by the Rockefeller Foundation to look into the effects of mass media on society.
Growth over time: radio manufacture industry, radio broadcasting stations, major broadcasting networks, radio programming, advertising and satellite radio.
When television was invented, experimental telecasts took place in 1920s and 1930s, the Radio Corporation of America (later RCA Corporation), installed television receivers in 150 homes in the New York City area in 1936.
Since 1940, TV commercials have been effective, persuasive, and a popular method of selling products of many sorts, especially consumer goods. U.S. advertising rates are determined primarily by Nielsen Ratings. The time of the day and popularity of the channel determine how much a television commercial can cost.
Growth over time: television manufacture industry, commercial and public television stations and broadcast networks, television programming, advertising and reality television.
Traditional mass advertising in mass media (e.g. magazines/newspaper/radio/TV)
A degree of media fragmentation
Increased targeted approaches
Increased understanding of core consumers - taking the message to them more frequently
Digital: the perfect medium, targeted to who you want to reach
History of Traditional Mass Media in “Modern” Time
In his book, “ The New Influencers “ , Paul Gillin states: “ About 150 years ago, influencers began to become concentrated in the hands of fewer and fewer entities, mainly media companies. Over time what became important was the publication, the broadcast, not the writer or broadcaster. The soapbox of media became owned by someone else , someone who could silence them if they went astray.”