26. 新媒体概论新媒体概论
• 4 、大众传播 VS 自媒体 / 社会媒体
• 定义：大众传播（ Mass Communication ）
是一种信息传播方式，是特定社会集团利用
报纸、杂志、书籍、广播、电影、电视等大
众媒介向社会大多数成员传送消息、知识的
过程。这一定义仅指传播的单向过程，没有
包括反馈。随着大众媒介的发展，大众传播
将成为双向过程。 1945 年 11 月在伦敦发表
的联合国科教文宪章中首先使用这个概念。
27. 新媒体概论新媒体概论
• Mass communication is the term used to
describe the academic study of the various
means by which individuals and entities relay
information through mass media to large
segments of the population at the same time.
It is usually understood to relate to newspaper
and magazine publishing, radio, television and
film, as these are used both for disseminating
news and for advertising.
31. 新媒体概论新媒体概论
• Social media are media for social interaction,
using highly accessible and scalable
publishing techniques. Social media use web-
based technologies to transform and
broadcast media monologues into social
media dialogues. Andreas Kaplan and
Michael Haenlein define social media as "a
group of Internet-based applications that build
on the ideological and technological
foundations of Web 2.0, and that allow the
creation and exchange of user-generated
content."
45. 新媒体概论新媒体概论
53
新媒体技术出现的历史年表
Interactive computers
Local drives & discs
WIMP interfaces
Internet
Multimedia
Worldwide Web
Laptops
Email
Search engines
Broadband
3G mobiles
Blogs
1970s
1980s
1990s
2000s
- new medium for articulating ideas
- local storage with the user
- devices for ease of access to content
- mass production / distribution of content
- elaborated forms of content
- wide access to extensive content
- personal portable access to the medium
- mass delivery of messages
- easier access to extensive content
- rich content / immediate communication
- low-cost access to elaborate content
- personal mass publishing
47. 新媒体概论新媒体概论
55
Writing
Paper
Indexes, paragraphs
Printing
Photos, sound, film
Libraries
Published books
Postal services
Bibliographies
Television, phones
Paperbacks
Pamphlets
0
1400s
1600s
1400s
1800s
1900s
1500s
1800s
1900s
1940s
1950s
1700s
- new medium for articulating ideas
- local storage with the user
- devices for ease of access to content
- mass production / distribution of content
- elaborated forms of content
- wide access to extensive content
- personal portable access to the medium
- mass delivery of messages
- easier access to extensive content
- rich content / immediate communication
- low-cost access to elaborate content
- personal mass publishing
对应的旧媒体技术出现的历史年表
48. 新媒体概论新媒体概论
56
Writing
Paper
Printing
Published books
Indexes, paragraphs
Pamphlets
Photos, sound, film
Postal services
Libraries
Bibliographies
Television, phones
Paperbacks
0
1400s
1400s
1500s
1600s
1700s
1800s
1800s
1900s
1900s
1940s
1950s
Interactive computers
Local drives & discs
WIMP interfaces
Internet
Multimedia
Worldwide Web
Laptops
Email
Search engines
Broadband
3G mobiles
Blogs
1970s
1980s
1990s
2000s
30 yearsInteractive computersLocal drives & discsWIMP interfaces
两个年表对照
One explanation is that technological change has been too rapid to absorb so quickly. We have seen the digital equivalent of many key technologies for education in the space of half a century
- offering new media for articulating ideas, mass production of content, wide access, easier access, and so on.
Lets compare them with their old technology equivalents: writing, the printing press, public libraries, bibliographies, and so on. It took many centuries to develop our education systems through these old technologies. If we compare the two
we can see how little time we’ve had to embrace this extraordinary diversity of digital educational technologies. And it will take time, because education is a highly complex activity. It’s not like buying groceries, or booking a holiday. Other industries criticise us for not embracing new technology - it makes sense, it transforms your effectiveness, it’s not rocket science. No, that’s true. Education is not rocket science. It’s much much more difficult than rocket science – which merely transfers a bunch of atoms from A to B, whereas education is changing minds, changing individuals and their relationship with the world – that is much more complex. So it will take time for us to understand how to use technology to do that.
