The document discusses the evolution of media over time. It notes that in 2010, Americans had access to various forms of media including 24-hour news channels, music videos, documentaries, and reality shows through television as well as movies and videos online. It also discusses how media consumption has increased dramatically in recent decades. The document then examines the various roles that media plays in society such as entertainment and communication, and how technological innovations have helped expand access to media over history.

1. The Evolution of Media
-.In 2010, Americans could turn on their television and find 24-hour news channels
as well as music videos, nature documentaries, and reality shows about everything
from hoarders to fashion models. That’s not to mention movies available on
demand from cable providers or television and video available online for streaming
or downloading. Half of U.S. households receive a daily newspaper, and the
average person holds 1.9 magazine subscriptions (State of the Media, 2004)
(Bilton, 2007). A University of California, San Diego study claimed that U.S.
households consumed a total of approximately 3.6 zettabytes of information in
2008—the digital equivalent of a 7-foot high stack of books covering the entire
United States—a 350 percent increase since 1980 (Ramsey, 2009). Americans are
exposed to media in taxicabs and buses, in classrooms and doctors’ offices, on
highways, and in airplanes. We can begin to orient ourselves in the information
cloud through parsing what roles the media fills in society, examining its history in
society, and looking at the way technological innovations have helped bring us to
where we are today.

2. What Does Media Do For Us?
-Media fulfills several basic roles in our society. One obvious
role is entertainment. Media can act as a springboard for our
imaginations, a source of fantasy, and an outlet for escapism. In
the 19th century, Victorian readers disillusioned by the
grimness of the Industrial Revolution found themselves drawn
into fantastic worlds of fairies and other fictitious beings. In the
first decade of the 21st century, American television viewers
could peek in on a conflicted Texas high school football team in
Friday Night Lights; the violence-plagued drug trade in
Baltimore in The Wire; a 1960s-Manhattan ad agency in Mad
Men; or the last surviving band of humans in a distant,
miserable future in Battlestar Galactica. Through bringing us
stories of all kinds, media has the power to take us away from
ourselves.

3. Social impacts of media
-Media technology has made viewing increasingly easier
as time has passed throughout history children . Today,are
encouraged to use media tools in school and are expected
to have a general understanding of the various
technologies available. The internet is arguably one of the
most effective tools in media for communication tools
such as e-mail, Skype, Facebook etc., have brought people
closer together and created new online communities.
However, some may argue that certain types of media can
hinder face-to-face communication and therefore can
result in complications like identity fraud.

4. Evolution
The word media is defined as "one of the means or channels of general communication in
society, as newspapers, radio, television etc.."[4]
The beginning of human communication through designed channels, i.e. not vocalization or
gestures, dates back to ancient cave paintings, drawn maps, and writing.
The Persian Empire (centred on present-day Iran) played an important role in the field of
communication. It has the first real mail or postal system, which is said to have been developed
by the Persian emperor Cyrus the Great (c. 550 BC) after his conquest of Media. The role of the
system as an intelligence gathering apparatus is well documented, and the service was (later)
called angariae, a term that in time turned to indicate a tax system. The Old Testament (Esther,
VIII) makes mention of this system: Ahasuerus, king of Medes, used couriers for communicating
his decisions.[citation needed]
The word communication is derived from the Latin root communicare. This was due to the
Roman Empire also devising what might be described as a mail or postal system, in order to
centralize control of the empire from Rome. This allowed for personal letters and for Rome to
gather knowledge about events in its many widespread provinces. More advanced postal
systems later appeared in the Islamic Caliphate and the Mongol Empire during the Middle Ages.
The term media in its modern application relating to communication channels is traced back to
its first use as such by Canadian communications theorist Marshall McLuhan, who stated in
Counterblast (1954): "The media are not toys; they should not be in the hands of Mother Goose
and Peter Pan executives. They can be entrusted only to new artists, because they are art
forms." By the mid-1960s, the term had spread to general use in North America and the United
Kingdom. (Mass media, in contrast, was, according to H.L. Mencken, used as early as 1923 in the
[5]

5. THERE ARE EXAMPLE OF
EVOLUTION OF MEDIA

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