The document discusses the evolution and revolution of media brought about by the rise of the Internet and digital technologies. It analyzes how the Internet has fragmented audiences and led to the multiplication of media channels. While the Internet has impacted television viewing habits, it may not completely replace television due to television's social and lean-back experiences. The future of media will likely see all content converge on the Internet as more content becomes personalized and accessible across different devices and platforms.

1. Global Communication Pamplona, 1-3 March 2010 Barbara Rampf, M.A. IfKW, LMU Munich

2. Agenda Communication, Media and the Rise of the Internet Media (R)evolution and the Challenges of Digitalization New, Social and Future Media

3. Session 2 Global Communication Barbara Rampf, M.A. 2 March 2010

4. Media (R)evolution

5. Evolution vs. Revolution

6. The Evolution of Media (1609-2000) Source: Merten 2008: 479 Number of media Year

7. Media (R)evolution “ 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.” (Bill Gates, Founder of Microsoft Co.)

8. The (R)evolution of Marketing Taken from slideshare.com; sources: Internet Advertising Bureau 2004, Darwin Day Conference by Google

9. Substitution vs. Complementarity

10. Communication is changing Time Squeeze Media choice Hours in a day Source: www.ppamarketing.net

11. Fragmentation 13,500 radio stations (4,400 in 1960) 17,300 magazine titles (8,400 in 1960) 82.4 TV channels per home (5.7 in 1960) … and the Web… Millions of sites Billions of pages Taken from slideshare.com; sources: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004)

12. Digitalization of Media Taken from slideshare.com; source: Darwin Day Conference by Google

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. The new audience…

15. What‘s new?

16. Multiplication of personally owned media ‘‘ 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.‘‘ (Livingstone 1999: 62)

17. Diversifying in form and contents ‘‘ 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.‘‘ (Livingstone 1999: 62)

18. Convergent forms of informational services ‘‘ 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.‘‘ (Livingstone 1999: 62)

19. Interactive communication ‘‘ 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.‘‘ (Livingstone 1999: 63)

20. What‘s new about the Internet? ‘‘ 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.‘‘ (Livingstone 1999: 65)

21. New Opportunities ‘‘ Having coffee!‘‘

22. New Problems

23. Internet Usage

24. Hours spent online per week [Base: All European internet users (n=6021)] Hours Source: EIAA Mediascope Europe Study 2008

25. Media Usage

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. 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. Hours spent per week watching television (Germany vs. Spain) Average number of hours per week Source: EIAA Mediascope Europe Study 2008

29. Hours spent per week reading newspapers (Germany vs. Spain) Average number of hours per week Source: EIAA Mediascope Europe Study 2008

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. Hours spent per week using the Internet (Germany vs. Spain) Average number of hours per week Source: EIAA Mediascope Europe Study 2008

32. TV vs. Internet

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. 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. Frequency of TV usage vs. online (Germany) Source: EIAA Mediascope Europe Study 2008 Number of days per week

36. Frequency of TV usage vs. online (Spain) Number of days per week Source: EIAA Mediascope Europe Study 2008

37. Motivations Information Entertainment Relaxation Information Entertainment Inspiration Source: Langzeitstudie Massenkommunikation 2005

38. Impact of Internet on TV TV is the medium the Internet has the greatest impact on 1/3 of the German Onliners watches less TV since Internet use 1/5 attaches less importance to TV since Internet use (Öhmichen & Schröter 2006: 445)

39. Will the Internet replace TV? Lean-back medium ‘‘ Co-Viewing‘‘: TV as a social medium Fulfilment of specific media needs Social in a different way Multimedia platform that integrates all kinds of electronic media Covers multiple media uses and gratifications No Yes

40. Concerns about Internet and TV Isolation of people by WWW Availability of indecent content on the WWW Replacement of TV with Internet

41. Chances for TV Adapt to onliner habits Adopt Internet characteristics Individualisation, personalization Time shifting New ways of distribution Decoupling of content and carrier media

42. Future of Media

43. Future of media Creatd with wordle.net

44. The Internet is the future home of all media. “ 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?“ (Adam Singer on TheFutureBuzz.com, a blog about web marketing/PR strategies

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. Prometeus – The Media Revolution

47. Thank you for your attention! Barbara Rampf, M.A. Ludwig-Maximilians-Universität Institut für Kommunikationswissenschaft und Medienforschung Schellingstraße 3 D-80799 München Phone: +49 (89) 2180-9440 Fax: +49 (89) 2180-9429 E-Mail: rampf@ifkw.lmu.de