Electronic and Digital Media Industry

Modern society is experiencing the ever-increasing impact of information and communication technologies. Operating on the basis of their media technologies are making their specificity in the existing social processes and relationships. Their factor impacts on the activities of the various public institutions. And the current trends related to the breadth of data access media represent a potential increase in the role of these media in the future. The theme of mass culture also retains its relevance that is largely due to its penetration and development of all its new spaces. The purpose of this research is to examine the impact of digital technologies on the mass media. The study of this influence can help to foster a better understanding of those phenomena and their interrelationships. Moreover, it is able to identify some of the vectors in the study of modern society. That should be the theoretical relevance and practical importance of this research.

The Information Society or Information Age is a new phenomenon since 1950 which brings with it new challenges as we seek to integrate an expanding universe of print and multimedia sources into our daily lives. The two terms often are used to describe a cybernetic society in which there is a great dependence on the use of computers and data transmission linkages to generate and transmit information (Copeland, B. Jack, 2008). By contrast, our familiar reference frame of an industrial society relied on machines to augment human physical labor to produce goods and services. Now, through a process of continual change, geographic barriers are being dissolved, businesses are more interconnected, and relationships between workers and workplace are changing more rapidly. In the twentieth century there has been a radical transformation in the role of information in society as well as in the technology used in its production and dissemination. At the turn of the last century, printed information reigned supreme in Europe and North American communities (Bazillion, R., 2001).

New electronic forms of communication have multiplied, reducing the primacy of the print medium, but not yet displacing it. Instead, each new form of communication has supplemented printing and publishing. The evolving electronic information systems also pose new directions for issues that have been around for some time. Take literacy as an example. It is no longer sufficient to be print literate, i.e. to read and write, and the idea of audio or video visual literacy has in turn been supplanted by stress on computer literacy. Literacy has come to be seen as the ability to use information in various forms that it is presented in and to master the skills and techniques necessary to use the systems involved in managing information, a.k.a. computers (Bazillion, R., 2001). Most commentators seem to see this new literacy not only as an expansion of traditional literacy but also an expansion that requires the development of new skills and new ways to deal with information.

In 1929, Zworykin created a picture tube which made the progress and design of television receivers simpler. In 1941, National Television Standards committee asked for approval of commercial television organization where each channel was 6 MHz in rate. In 1982, Sony created the first video camera while in 1990 Kodak developed a photo CD storage system. Furthermore, Kodak also created digital camera of very high trait in 1994 and the mass marketing of these digital cameras for consumers started in 1996 (Copeland, B. Jack, 2008).

Digital technology helps in the translation of all forms of contents like images, video, audio, animation and text into a form that can be easily manipulated by computer. An analog communication technology has gradually been replaced by digital technology. This is because the analogue technology, records, stores and transmits copies which are not perfect while the digital technology permits transmission and duplication which is perfect as it makes it easy for digits to be copied precisely.

Changes in technology demand an increase and development of both print and electronic media. It is true that there is now a strong move against electronic media, and long term predictions point 50:50 ratios between print and electronic media. About 1920 we said radio will replace print. Later in 1950s we assumed that television is going to kill newspaper. In 1980, computer believed to wipe out print. At last we said, digital media is perfect substitute for print. And time proved as they were glaringly incorrect.

Therefore, digital technology has two general importances to the media. First, it provides a perfect way of transmitting media content, recording and storing. Secondly, it is the means by which media content is represented for use with computer and related technologies (Copeland, B. J. 2008).

Several devices for both oral and written communication have come to existence with technological development. Advancement in technology has also resulted to communication advancements like telex-lecturing, television short circuit and development of new devices of telecommunication services (Rayburn D., 2012).

To summarize this operation, it should be noted that digital technologies affect the individual processes in the mass media. These technologies have the potential to influence the spread of the practice of participation in the production of information in relation to the mass media. However, they can also impact on distribution and the consumer’s marketing, particularly in view of their connectivity properties. Studied digital technology may also have an impact on the formation of a critical consciousness, which is important in relation to the mass media.

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