Integrative media combines various media elements such as text, graphics, audio, animation, and video to create impactful communications. It encompasses forms of traditional media along with new media enabled by computers and the internet. Multimedia, a common example of integrative media, integrates different content types to present information in learning, entertainment, business, and marketing applications. While powerful for communication, integrative media must be used ethically and avoid issues like copyright infringement, plagiarism, and intellectual property abuse.

1. TOPIC 1: INTRODUCTION TO
INTEGRATIVE MEDIA

2. 1.1 DEFINITION
 Media
• Usually refers to tools to create, store, and/or deliver
information or data in mass media communication such as
newspaper, magazine, or television
• Types of media:
• newspaper – printed media
• television – electronic media
• Other?
• Media elements: people, channel, tools (hardware and
software), medium, media types, and the list goes on....
(depends on what types of media you are referring to)

3. 1.1 DEFINITION
Integrative Media
• Combination of media elements to deliver information for
creating high impact communication.
• Examples:
• Electronic media, communications delivered via electronic or
electromechanical energy
• Hypermedia, media with hyperlinks
• Multimedia, communications that incorporate multiple forms of information
content and processing such as text, graphic, animation, video and audio.
• New media, a broad term encompassing the merging of traditional media
with the interactive power of computer and communications technology
• Print media, communications delivered via paper or canvas
• Social media, media disseminated through social interaction

4. 1.2 MEDIA EVOLUTION
Old Media New Media
 Usually refer to "old" media  A generic term for the many
forms, such as print different forms of electronic
newspapers and magazines, communication that are made
that are static representations possible through the use of
computer technology
of text and graphics.
 Example:
 Websites
 Streaming audio and video
 Chat rooms
 E-mail
 On-line communities
 Web advertising
 DVD and CD_ROM media
 Virtual environment
 List goes on.....

5. 1.4 EXAMPLE OF MEDIA INTEGRITIVE
Multimedia
• Multimedia is a medium with multiple content forms.
• Able to create high impact communication thus has been used widely
in various application such as learning, entertainment, businesses,
marketing and so on.
• Types of contents usually integrate in creating multimedia
presentation/application.
• Texts
• Graphics
• Audio
• Animation
• Video

6. 1.4 EXAMPLE OF MULTIMEDIA
PRODUCT

7. 1.4 MULTIMEDIA CONTENTS FORMS
 Texts
• Human readable sequence of characters to form words
to explain or describe about subjects / contexts /
situations /....
• It is use to strengthen other media.
• Use to express ideas, information, knowledge and
feeling.
• Wordy presentation are boring!!!

8. 1.4 MULTIMEDIA CONTENT FORMS
 Graphics / images
• Visual representation to express some subjects more rather
than text.
• Can be created manually (painting/ drawing) or using computer
technology .
• Computer generated images use widely in may fields such as
engineering, animation.
Manual drawing Computer Generated Images

9. 1.4 MULTIMEDIA CONTENT FORMS
• Audio
• Audio is sound within the acoustic range available to humans.
• Generally audio is capable to influence humans feeling, thinking and
attract people’s attention.
• Types of audio:
• Music - set the mood of the presentation, enhance the emotion, illustrate
points
• Sound effects - to make specific points, e.g., squeaky doors, explosions,
wind, ...
• Narration - most direct message, often effective

10. 1.4 MULTIMEDIA CONTENT FORMS
• Animation
• Rapid display of a sequence of still images to create
an illusion of movement.
• Cartoons on television is one example of animation.
• Animation is both time-consuming and costly to produce.
For this reason, most of the animation made for television
and film is produced by professorial studios.

11. 1.4 MULTIMEDIA CONTENT FORMS
• Animation cont:
• Now many software applications are available to create
animations to be displayed on a computer monitor.
• “Only animate when it has a specific purpose”
• Enhance emotional impact, e.g., air bag explosion +
dummy movements -> car crash.
• Make a point, e.g., show insertion of a memory chip onto
the motherboard (much better than a diagram)
• Improve information delivery
• Indicate passage of time, e.g., clock/hourglass -> program
still running.

12. 1.1 MULTIMEDIA CONTENT FORMS
 Video
 A movie or other piece of material recorded on video recorder.
 Note the difference between animation and video. Whereas
video takes continuous motion and breaks it up into discrete
frames, animation starts with independent pictures and puts
them together to form the illusion of continuous motion.
 Adv:
 It’s quality remains for longer period of time
 The duplication quality is similar to the original video
 Able to access contents in non-linear fashion thus makes editing
easier.
 Dis:
 Huge file size
 Easily to be copyrighted without permission
 The transfer of video digital take quite some time

13. 1.5 MEDIA DELIVERY METHODS
Examples :
 Printed  Electronics-Based
 Newspaper  Television
 Magazines  Radio
 Posters
 Mobile
 Brochures/Flyers
 Banners
Others?
What would you call or this
kind of info delivery?
 Web-based
 Blog
 Websites
 Wikis
 Social Media: facebook,
twitter,

14. 1.1 INTEGRATED MEDIA - MISUSE
 Super impose image
 Piracy & copyright issues
 Intellectual property abuse
 Plagiarism