This document discusses media, technology, and society in the context of the first and second media ages. It describes how technology has changed how people interact and communicate through the expansion of social media networks. It also explains how various media like television are now interactive rather than one-way. Cyberculture and its effects on communication patterns and information access are examined. The interrelationship between media and technology and their influence on contemporary society is explored.

1. Media, Technology and Society
Introduction : A Second Media Age

2. OVERVIEW
• Media and Technology in Society
• Cyberculture
• Communication in Cyberculture
• Cyberspace & Cyberculture

3. Let’s think about this
• How many good friends do you have?
• How many people do you meet for coffee or a
movie?
• How many would you call with news about an
illness or invite to your wedding?
• Now, how many “friends” do you have on
Facebook?

4. • Technology has changed how we interact with
each other.
• Through the magic of Facebook, you might know
about an old elementary school friend’s new job
before her mother does.
• By thinking of everyone as fair game in
networking for personal gain, we can now market
ourselves professionally to the world with
LinkedIn.

5. • At the same time that technology is expanding
the boundaries of our social circles, various
media are also changing how we perceive and
interact with each other.
• We do not only use Facebook to keep in touch
with friends; we also use it to “like” certain TV
shows, products, or celebrities.
• Even television is no longer a one-way medium
but an interactive one.

6. Media and Technology in Society
Technology and the media are interwoven, and
neither can be separated from contemporary
society in most developed and developing
nations.

7. Media and Technology in Society
• Media is a term that refers to all print, digital,
and electronic means of communication.
• From the time the printing press was created
(and even before), technology has influenced
how and where information is shared.
• Today, it is impossible to discuss media and
the ways that societies communicate without
addressing the fast-moving pace of
technology.

8. Media and Technology in Society
• Now, by tweeting or posting your big news, the circle of
communication is wider than ever. Therefore, when we
talk about how societies engage with technology we must
take media into account, and vice versa.
Technology creates media.
• The comic book you bought your daughter at the drugstore
is a form of media, as is the movie you rented for family
night, the internet site you used to order dinner online, the
billboard you passed on the way to get that dinner, and the
newspaper you read while you were waiting to pick up your
order.Without technology, media would not exist

9. History Media and Technology in
Society
• “An intervening substance through which something else is
transmitted or carried on”
• “Something, such as an intermediate course of action, that occupies
a position or represents a condition midway between extremes”
• “An agency by which something is accomplished, conveyed, or
transferred”
• A medium is something that serves as a middleperson for
transferring information.
• It basically began from petty hand published
newspapers/pamphlets/magazines to the multibillion industry of
today.

10. History Media and Technology in
Society
• Small book stores starting employing early printing machines because
before that getting a book in your hand was so difficult one in a million
people had, so you can guess that where we stand now is pretty amazing.
• During the past few decades media has evolved from being a piece of
paper to an industry that can:
• topple governments
• make a superstar out of someone
• spread some good useful information among people
• make them aware of their surroundings
• help them know their or other people’s rights.
• Media is the most popular tool of communication. Media is very integral
part of our lives therefore they generate popular interest and debate
about any social problem.

11. Cyberculture
What do you understand with
Cyberculture?

12. Communication in Cyberculture
• The form of culture that emerges by users’ interactions in virtual
environments. Since its origin, it has become subject of scientific studies
that focus in particular on the features of virtual communities and virtual
identities.
• The patterns of human activity and symbolic structures that have emerged
from the use of computer mediated communication.
• The culture that has emerge from the use of computers. It is a wide social
and cultural movement closely linked to advanced information science
and information technology and regards the social and cultural levels of
human-computer interaction (between knowledge and lifelong learning).
• A collection of cultures that has emerged or is emerging, from the use of
Internet (and generally of computers) for communication, entertainment
and business.

13. Cyberspace & Cyberculture
• The ability of cyberspace to bring out the best
of human intelligence in every person through
communicative relationships which create a
collective intelligence and a cyberculture.

14. Cyberspace & Cyberculture
• Manifestations of cyberculture include various
human interactions mediated by computer networks.
They can be activities, pursuits, games, places and
metaphors, and include a diverse base of
applications. Examples include; blogs, bulletin board
system, chat, E-commerce, games, internet forums,
social networks, etc.

15. • Cyberculture is broad
• Cyberculture is deep
• Cyberculture is constant state of flux

16. Effects of Cyberculture
• With the creation of the internet, the lifestyles of people around
the globe have experienced a quick and drastic change.
• This new method of communication accounts for a large portion of
how people interact, shop, learn, and transmit information
• A cyberculture may be defined as a way of life and even speaking
that takes place entirely online.
• Text jargon like “LOL” is a commonly understood way of saying
“laughing out loud”, and the quicker-to-type “u” takes the place of
“you”.
• Entire relationships begin and end in chat rooms, with users
meeting and greeting much as if they were in a large park.

17. Effects of Cyberculture
• Access to Information
• Education
• Work from home
• Job opportunity
• Maintain Connections

18. The overstatement of linguistic
perspective on media
• Media Language
• Media language relates to the way in which media texts are
constructed (‘pieced together’).
• Media language is used to communicate messages and meanings to an
audience.
• Linguistics is a field within communications that focuses specifically on
human language ; form, meaning, and context.
• The way that meaning is made using the conventions of the particular
medium and type of media product. A broader category involving
elements of semiotics, genre, narrative, design, structure, codes and
conventions, time and space, aesthetics, spoken, written and visual
language to name just a few examples.

19. Semiotics
Semiotics is the study of signs and their meaning in
society. A sign is something which can stand for
something else; in other words, a sign is anything that
can convey meaning.
• So words can be signs, drawings can be signs, photographs can
be signs, even street signs can be signs.
• Modes of dress and style, the type of bag you have, or even
where you live can also be considered signs, in that they
convey meaning.
• Semiotics are frequently used in advertising to signify an
advertiser's message through the use of signs or symbols.
• A sign can be better understood as a signifier, or a symbol that
signifies something else.

20. Images
• One of the most frequent symbols used in
advertising is the visual image of the product
being sold. For example, a picture of a skull
and crossbones next to a pack of cigarettes
could be used to advertise the harmful nature
of cigarette smoking.

21. Text
• Text can also be used to serve as a symbol in advertising in the
same way that an image is used. Frequently one word will
convey a message with the same effectiveness as an entire
picture. For example, a positive message can also be
conveyed to endorse a political candidate, using words such
as "bravery" or "conservative" to set the candidate apart from
his opponents.

22. Sound
Symbols do not have to be visual in nature. They can
be audible, as well.
Music, for example, is a sort of universal language that
advertisers use to convey the mood of their message. For
example, a catchy jingle may be used to advertise a particular
place of business on the radio. From time to time, the words of
the song may include the phone number of the business.

23. Process
• The use of semiotics in advertising is in many ways a
process. Just because an advertiser chooses a lizard
to represent its business by serving as its logo and
mascot does not mean that every time consumers
see a lizard they will think of that company. Instead,
semiotics employs the use of repeated symbols that
eventually come to signify the product.

24. Genre
The word 'genre' comes from the French word
meaning 'type' or 'class'. A genre can be recognised
by its common set of distinguishing features
These features associated with a genre's style and
content may be, for example, a particular setting,
character types, technical codes (lighting or music).

25. Genres
• Science and Fiction
• Action
• Comedy
• Horror Thriller
• Romance
• Fantasy
• Drama
• Animation
• Documentary

26. Narrative
• Narrative is the media term for story telling.
• Narrative is the way the different elements in a story are organised
to make a meaningful story.
• Some of these elements can be facts as in a documentary, or
characters and action as in a drama.
• Narrative structure is about two things: the content of a story and
the form used to tell the story.
• Two common ways to describe these two parts of narrative
structure are story and plot.

27. Design
• Social media can provide great opportunities for designer if it’s used
effectively.
• Today’s employers and clients tend to search the social
media profiles of potential candidates, in addition to their portfolios
and resume.
• These are some of the most powerful platforms for designers to
build a social media presence on:
– Facebook
– LinkedIn
– Twitter
– Instagram
– YouTube

28. The first and second media age
• I think we can all agree that the way we communicate now is so
vastly different to what it was like 20 or even 10 years ago.
• The rate at which technology has changed with the onset of wifi,
the Internet, smart phones and social media, means that we have
developed news ways of communicating, new power structures and
changed social and culture morays and norms.
• This age of new technology, new software and new way of being
and communicating is often referred to as the second media age.
• With the onset of the second media age, media organisations are
now needing to evolve and adapt to new technology and ways of
communicating and this is essential to their survival.

29. Characteristics of First Media Age
• Why we define it in this way is because ‘traditional’ media didn’t
have the technological capabilities that the second media age has.
• Technology was limited and only allowed a small number of
producers to develop content for the rest of the receivers and
consumers.
• Years ago you would not have been able to take High Definition
videos or photos and upload it yourself.
• This was hard enough to do for the professionals. This is one of the
reasons why only a small number of producers were allowed; we
just simply didn’t have the capability to have more.

30. • This has all changed in the second media age where
technology has evolved to the point where everyone is
creating, sharing and consuming content made by others.
• This mammoth paradigm shift in media and
communication, and has had a significant impact on
journalism and media because the audience is now talking
and creating stories.
• Professional Journalists are no longer the only ones making
content and certainly aren’t the only ones to break news.

31. • Twitter is being used widely in television from reality TV shows to
news, current affairs and panel shows like Q&A.
• Facebook and Twitter are also heavily utilised by the media industry
to allow sharing of stories and commentary on what articles they
have produced.
• It also puts everyone in the position of being a consumer and
producer.
• Take comments on Facebook for an article in the Flash Flood
Warning as an example. The article is written, we post a comment
to the facebook link and then others reply to our comments. We
have consumed and produced content and others have then
consumed what we produced.

32. Characteristics of Second Media Age
• The second media age is more symmetrical
• With all this new technology, we have something
that we didn’t have before ; instant feedback and
discussion tools.
• For example, nearly all-online news articles now have
the ability for readers to share and comment.

33. Media, Technology and Society
Introduction : A Second Media Age