The document discusses several key aspects of the evolution of mass media technologies over different epochs, from face-to-face communication to modern digital media. It notes that each new medium shapes how people think and communicate. Specifically, it analyzes Marshall McLuhan's theories about hot and cool media and how the dominant medium of an era determines the senses used and ways of interacting. It then summarizes the technological changes that defined several major epochs in mass communication.

1. “ The greatest potential impact of a new invention is not how it changes or replaces old things but how it generates things that are entirely new”- Arago’s rule of technology

2. Each new epoch brought both change and progress

3. Prophet of the Media Deemed phrase: “ The medium is the message ” Determines the substance of the communication Act of watching television shapes how we think regardless of its content Changes our perception of others and ourselves The dominant medium has become mass communication

4. McLuhan says media are a force in determining other things States that technology shapes how individuals and society think, feel and act. The dominant media of an era determine the dominant senses and ways we communicate McLuhan spent time analyzing hot and cool media Hot Media reduces our ability or need to participate Cool Media invites interaction and discussion

5. The Tribal Epoch: Primary communication as face to face Cohesive communities dependent on one another for information The Literate Epoch: Symbols and writing changed the dominance of face to face communication Sight replaced hearing as dominant force

6. The Print Epoch: Access to print media was restricted to the rich Gutenburg ’ s printing press changed this distinction Mass-produced printing began and no longer did people need to be together to share information The birth of printing marks the birth of mass communication

7. The Electronic Epoch Began with the telegraph Create the idea of the “ global village ” No longer were people separated by distance Such is true today with the Internet Creates a sense of immediacy Information at your fingertips Promotes mulitasking

8. Also known as the limited-effects model of mass communication Media set agenda for public discussion People talk about what they see and hear in various media outlets Media tell people what to think about not what to think … objectivity

9. Studied the immediacy that new technologies encourage We expect it quick, news media give it quick and mistakes happen Deadlines are fierce and fact checking is missed Have you ever found an error in a news report? Have you ever felt unsure about the report?

10. Defined local life Made of diverse content Served as a watchdog Guarding against governmental abuses of power Criticizing the Government John Peter Zenger trial Truth is the defense when criticizing government Convenient packaging First draft of history Newspapers are timely

11. Where are these styles present today? Yellow Journalism (Sensationalism- if it bleeds it leads) Jazz Journalism (lots of pictures-tabloid style)

12. Al Neuharth got into the biz when he was only 11. Later he was hired by Gannett…the rest history

13. On-line newspapers No newshole limitations Updates continuously Interactive Accompanying video and audio clips New York Times is the leader User-generated content Blog posts Crowdsourcing Tips Mobile media

14. Using more color Changing to shorter writing styles and summary decks More features Free tabloids to young readers

15. Circulation which drive advertising revenue Readership A dying breed—young people find papers cumbersome and unnecessary Competition from other media Transient populations Migration to suburbs Rising costs of printing and distribution The New York Times is shrinking from 54” to 48” Less competition and loss of diverse opinions Conglomerates account for 68% of all daily papers

16. Like newspapers, magazines have their own worries Unlike newspapers they have always understood one specialized feature of audiences… Audience Segmentation

17. Rely heavily on advertising Internet is having a dramatic effect on readership Most especially teens Finding way to capitalize on the Internet and the mobile media potential Digital newstands My delicious account

18. Magazines were aimed at an intelligent audience Also looked to enhance and influence public opinion Acted as Muckrakers on big business and bad practices Found it profitable to specialize Leisure time meant sports magazines Scientific advances meant magazines geared towards discovery.

19. Digests News magazines Pictorial magazines

20. Consider these issues 17,000 magazines published in US Walmart is selective Look for the target Cable TV Trends fade- 60% don’t last a year A Few Big Companies Time-Warner Advance Publications Hearst Corp.

21. Not all technology Magazines are sleek You can roll them up and take them with you Magazines have web presence

22. General consumer Trade publications Custom magazines Academic journals Newsletters Public relations magazines

23. What makes a journal credible ?

24. http://www.comm.umd.edu/graduate/journals.html Journal of Communication Columbia Journalism Review Journal of Film & Video

25. Not always a clear line between advertising and editorial content Product Placement Damaging Credibility

26. Subscriptions Paid circulation Controlled circulation Single copy sales Primary audience Pass along audience Unique visitors Advertising Rate base Ancillary functions E-commerce

27. Why? What made you want to read the book? Not everyone feels the same way you do…Just a bunch of slush

29. Oprah’s feature of The Secret and product placement in the Sex and the City movie help drive the sales of the book- over 3.75 million copies sold Being sticky not slushy Highly competitive Big companies dominate Promotion is key Timed right Placed right Of all mass media, it is the least affected by the digital revolution

30. Oldest form of commercial mass media Began by serving the elite to a form of pop culture… Books caught on… Ben Franklin’s library system of the 1700s Dime novels- paper backs (still a staple today) Specialization- schools, technical and scientific needs and higher education

31. Uncle Tom’s Cabin, 1852 A threat to the church Disposable income and leisure time drove the book industry Literacy and public education numbers rising Book of the month clubs of the 1920s

32. Small book shops being gobbled up by the bigs– Barnes and Noble and Borders E-commerce Amazon.com– Jeff Berzos (initial investment of about $300,000 started in his garage) Helped to make point and click behavior the norm Take it with you (mobile media) Functional paperbacks E-books Cell-phone downloads User-generated book collaboration

33. Three main channels books get to readers Big Chain Stores (flow from publishers to distributors or wholesalers to retail to consumers) Amazon.com E-books

34. Agents’ submissions Unsolicited with fingers crossed No Slush! Editors Proposals include: Cover letter, synopsis, justification, audience/target market, outline, and two sample chapters

35. Unlike other media, books are not reliant on advertising They instead rely on book sales and subsidiary rights Making best-seller lists help to sell books Popularity Promotions