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Global Communication Pamplona, 1-3 March 2010 Barbara Rampf, M.A. IfKW, LMU Munich
Agenda <ul><li>Communication, Media and the Rise of the Internet </li></ul><ul><li>Media (R)evolution and the Challenges o...
Session 2 Global Communication Barbara Rampf, M.A. 2 March 2010
Media (R)evolution
Evolution vs. Revolution
The Evolution of Media (1609-2000) Source: Merten 2008: 479 Number of media Year
Media (R)evolution <ul><li>“ Anytime we have new forms of communication, it changes behavior whether it is political or bu...
The (R)evolution of Marketing Taken from slideshare.com; sources: Internet Advertising Bureau 2004, Darwin Day Conference ...
Substitution vs. Complementarity
Communication is changing Time Squeeze Media choice Hours in a day Source:  www.ppamarketing.net
Fragmentation <ul><li>13,500 radio stations (4,400 in 1960)  </li></ul><ul><li>17,300 magazine titles (8,400 in 1960) </li...
Digitalization of Media Taken from slideshare.com; source: Darwin Day Conference by Google
New audiences… ‘‘ The fragmentation of large but politically focused mass audiences into a huge number of isolated issue p...
The new audience…
What‘s new?
Multiplication of personally owned media <ul><li>‘‘ Old media familiar to us all are being used in new arrangements of spa...
Diversifying in form and contents <ul><li>‘‘ Both ‘old‘ and ‘current‘ media are diversifying in form and contents, resulti...
Convergent forms of informational services <ul><li>‘‘ The […] swift towards convergent forms of informational services, as...
Interactive communication <ul><li>‘‘ The potentially most radical change of all, and one that is still more prospective th...
What‘s new about the Internet? <ul><li>‘‘ What‘s new about the Internet may be the combination of interactivity with those...
New Opportunities ‘‘ Having coffee!‘‘
New Problems
Internet Usage
Hours spent online per week [Base: All European internet users (n=6021)] Hours Source:  EIAA Mediascope Europe Study 2008
Media Usage
Hours spent per week using each media (Germany) Average number of hours per week [Base: All Germany respondents using each...
Hours spent per week using each media (Spain) Average number of hours per week [Base: All Spain respondents using each med...
Hours spent per week watching television (Germany vs. Spain) Average number of hours per week Source:  EIAA Mediascope Eur...
Hours spent per week reading newspapers (Germany vs. Spain) Average number of hours per week Source:  EIAA Mediascope Euro...
Hours spent per week listening to the radio (Germany vs. Spain) Average number of hours per week Source:  EIAA Mediascope ...
Hours spent per week using the Internet (Germany vs. Spain) Average number of hours per week Source:  EIAA Mediascope Euro...
TV vs. Internet
Media use during the day (Germany) [Base: All Germany respondents using each media (TV=906, newspapers=827, magazines=555,...
Media use during the day  (Spain) [Base: All Spain respondents using each media (TV=897, newspapers=556, magazines=317, ra...
Frequency of TV usage vs. online (Germany) Source:  EIAA Mediascope Europe Study 2008 Number of days per week
Frequency of TV usage vs. online (Spain) Number of days per week Source:  EIAA Mediascope Europe Study 2008
Motivations <ul><li>Information </li></ul><ul><li>Entertainment </li></ul><ul><li>Relaxation </li></ul><ul><li>Information...
Impact of Internet on TV <ul><li>TV is the medium the Internet has the greatest impact on </li></ul><ul><li>1/3 of the Ger...
Will the Internet replace TV? <ul><li>Lean-back medium </li></ul><ul><li>‘‘ Co-Viewing‘‘: TV as a social medium </li></ul>...
Concerns about Internet and TV <ul><li>Isolation of people by WWW </li></ul><ul><li>Availability of indecent content on th...
Chances for TV <ul><li>Adapt to onliner habits </li></ul><ul><li>Adopt Internet characteristics </li></ul><ul><li>Individu...
Future of Media
Future of media Creatd with wordle.net
The Internet is the future home of all media. <ul><li>“ I don’t own a TV. I don’t get the daily newspaper.  I find both of...
Internet goes mobile Source: http://www.gartner.com: Gartner's Top Predictions for IT Organizations and Users, 2010 and Be...
Prometeus – The Media Revolution
Thank you for your attention! <ul><li>Barbara Rampf, M.A. </li></ul><ul><li>Ludwig-Maximilians-Universität </li></ul><ul><...
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Transcript of "B Rampf Session 2"

  1. 1. Global Communication Pamplona, 1-3 March 2010 Barbara Rampf, M.A. IfKW, LMU Munich
  2. 2. Agenda <ul><li>Communication, Media and the Rise of the Internet </li></ul><ul><li>Media (R)evolution and the Challenges of Digitalization </li></ul><ul><li>New, Social and Future Media </li></ul>
  3. 3. Session 2 Global Communication Barbara Rampf, M.A. 2 March 2010
  4. 4. Media (R)evolution
  5. 5. Evolution vs. Revolution
  6. 6. The Evolution of Media (1609-2000) Source: Merten 2008: 479 Number of media Year
  7. 7. Media (R)evolution <ul><li>“ Anytime we have new forms of communication, it changes behavior whether it is political or business or any type of behavior. Radio and TV did that. The PC will be classed as big or bigger an advancement in communications than those devices were.” </li></ul><ul><li>(Bill Gates, Founder of Microsoft Co.) </li></ul>
  8. 8. The (R)evolution of Marketing Taken from slideshare.com; sources: Internet Advertising Bureau 2004, Darwin Day Conference by Google
  9. 9. Substitution vs. Complementarity
  10. 10. Communication is changing Time Squeeze Media choice Hours in a day Source: www.ppamarketing.net
  11. 11. Fragmentation <ul><li>13,500 radio stations (4,400 in 1960) </li></ul><ul><li>17,300 magazine titles (8,400 in 1960) </li></ul><ul><li>82.4 TV channels per home (5.7 in 1960) </li></ul><ul><li>… and the Web… </li></ul><ul><ul><li>Millions of sites </li></ul></ul><ul><ul><li>Billions of pages </li></ul></ul>Taken from slideshare.com; sources: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004)
  12. 12. Digitalization of Media Taken from slideshare.com; source: Darwin Day Conference by Google
  13. 13. New audiences… ‘‘ The fragmentation of large but politically focused mass audiences into a huge number of isolated issue publics.‘‘ (Habermas 2006: 423-424)
  14. 14. The new audience…
  15. 15. What‘s new?
  16. 16. Multiplication of personally owned media <ul><li>‘‘ Old media familiar to us all are being used in new arrangements of space and time as households come to possess multiple televisions, telephones, radios, etc.‘‘ </li></ul><ul><li>(Livingstone 1999: 62) </li></ul>
  17. 17. Diversifying in form and contents <ul><li>‘‘ Both ‘old‘ and ‘current‘ media are diversifying in form and contents, resulting in local and global, general and specialized television channels, in diverse kinds of computer and video game, and so forth.‘‘ </li></ul><ul><li>(Livingstone 1999: 62) </li></ul>
  18. 18. Convergent forms of informational services <ul><li>‘‘ The […] swift towards convergent forms of informational services, as media, information, and telecommunications services become interconnected is faciliated by the emergence of the more recent media […] as well as by both the multiplication and diversification of media.‘‘ </li></ul><ul><li>(Livingstone 1999: 62) </li></ul>
  19. 19. Interactive communication <ul><li>‘‘ The potentially most radical change of all, and one that is still more prospective than actual, is the shift from one-way, mass communcation towards more interactive communcation between medium and user.‘‘ </li></ul><ul><li>(Livingstone 1999: 63) </li></ul>
  20. 20. What‘s new about the Internet? <ul><li>‘‘ What‘s new about the Internet may be the combination of interactivity with those features which were innovative for mass communication – the unlimited range of content, the scope of the audience reach, the global nature of communication.‘‘ </li></ul><ul><li>(Livingstone 1999: 65) </li></ul>
  21. 21. New Opportunities ‘‘ Having coffee!‘‘
  22. 22. New Problems
  23. 23. Internet Usage
  24. 24. Hours spent online per week [Base: All European internet users (n=6021)] Hours Source: EIAA Mediascope Europe Study 2008
  25. 25. Media Usage
  26. 26. Hours spent per week using each media (Germany) Average number of hours per week [Base: All Germany respondents using each media (TV=943, radio=871, internet=611, newspapers=884, magazines=623)] Source: EIAA Mediascope Europe Study 2008
  27. 27. Hours spent per week using each media (Spain) Average number of hours per week [Base: All Spain respondents using each media (TV=944, radio=697, internet=539, newspapers=630, magazines=366)] Source: EIAA Mediascope Europe Study 2008
  28. 28. Hours spent per week watching television (Germany vs. Spain) Average number of hours per week Source: EIAA Mediascope Europe Study 2008
  29. 29. Hours spent per week reading newspapers (Germany vs. Spain) Average number of hours per week Source: EIAA Mediascope Europe Study 2008
  30. 30. Hours spent per week listening to the radio (Germany vs. Spain) Average number of hours per week Source: EIAA Mediascope Europe Study 2008
  31. 31. Hours spent per week using the Internet (Germany vs. Spain) Average number of hours per week Source: EIAA Mediascope Europe Study 2008
  32. 32. TV vs. Internet
  33. 33. Media use during the day (Germany) [Base: All Germany respondents using each media (TV=906, newspapers=827, magazines=555, radio=847, internet=578)] 06:00 10:00 to 10:00 17:30 to 17:30 21:00 to 21:00 06:00 to Source: EIAA Mediascope Europe Study 2008
  34. 34. Media use during the day (Spain) [Base: All Spain respondents using each media (TV=897, newspapers=556, magazines=317, radio=663, internet=531)] 06:00 10:00 to 10:00 17:30 to 17:30 21:00 to 21:00 06:00 to Source: EIAA Mediascope Europe Study 2008
  35. 35. Frequency of TV usage vs. online (Germany) Source: EIAA Mediascope Europe Study 2008 Number of days per week
  36. 36. Frequency of TV usage vs. online (Spain) Number of days per week Source: EIAA Mediascope Europe Study 2008
  37. 37. Motivations <ul><li>Information </li></ul><ul><li>Entertainment </li></ul><ul><li>Relaxation </li></ul><ul><li>Information </li></ul><ul><li>Entertainment </li></ul><ul><li>Inspiration </li></ul>Source: Langzeitstudie Massenkommunikation 2005
  38. 38. Impact of Internet on TV <ul><li>TV is the medium the Internet has the greatest impact on </li></ul><ul><li>1/3 of the German Onliners watches less TV since Internet use </li></ul><ul><li>1/5 attaches less importance to TV since Internet use </li></ul><ul><li>(Öhmichen & Schröter 2006: 445) </li></ul>
  39. 39. Will the Internet replace TV? <ul><li>Lean-back medium </li></ul><ul><li>‘‘ Co-Viewing‘‘: TV as a social medium </li></ul><ul><li>Fulfilment of specific media needs </li></ul><ul><li>Social in a different way </li></ul><ul><li>Multimedia platform that integrates all kinds of electronic media </li></ul><ul><li>Covers multiple media uses and gratifications </li></ul>No Yes
  40. 40. Concerns about Internet and TV <ul><li>Isolation of people by WWW </li></ul><ul><li>Availability of indecent content on the WWW </li></ul><ul><li>Replacement of TV with Internet </li></ul>
  41. 41. Chances for TV <ul><li>Adapt to onliner habits </li></ul><ul><li>Adopt Internet characteristics </li></ul><ul><li>Individualisation, personalization </li></ul><ul><li>Time shifting </li></ul><ul><li>New ways of distribution </li></ul><ul><li>Decoupling of content and carrier media </li></ul>
  42. 42. Future of Media
  43. 43. Future of media Creatd with wordle.net
  44. 44. The Internet is the future home of all media. <ul><li>“ I don’t own a TV. I don’t get the daily newspaper.  I find both of those mediums tedious and boring. Many of my peers feel similarly. Why be spoon fed content by editors when I can create a personalized experience with what I’m interested in receiving? I say, bring on the death of mass media entities – they serve to bland our culture and normalize us. Perhaps the world would be more interesting and diverse without them?“ </li></ul><ul><li>(Adam Singer on TheFutureBuzz.com, a blog about web marketing/PR strategies </li></ul>
  45. 45. Internet goes mobile Source: http://www.gartner.com: Gartner's Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance.
  46. 46. Prometeus – The Media Revolution
  47. 47. Thank you for your attention! <ul><li>Barbara Rampf, M.A. </li></ul><ul><li>Ludwig-Maximilians-Universität </li></ul><ul><li>Institut für Kommunikationswissenschaft und Medienforschung </li></ul><ul><li>Schellingstraße 3 </li></ul><ul><li>D-80799 München </li></ul><ul><li>Phone: +49 (89) 2180-9440 </li></ul><ul><li>Fax: +49 (89) 2180-9429 </li></ul><ul><li>E-Mail: rampf@ifkw.lmu.de </li></ul>
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