Media Development

1
Media Development

• Evolution of the Mass Media Industries

2
Media Adoption
3
Technology Adoption
Diffusion of Innovations
4
Media Lifecycle
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Media Lifecycle
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Medium Penetration
Supervening Social Necessity
7
Medium Peak
Observation, Trial, Price
8
Medium Decline
New Media, Changing Needs
9
Medium Adaptation
Complement, Re-Focus
10
Medium Innovation
New Media Eat Old Media
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Newspapers

• Innovation
• 1500s, colonial U.S.,
• Penetration
• cheap paper, rotary press, 1870s
• Peak
• 1920, advertising, cheap news
• Decline
• 1930s, radio, magazines, speed richness
• Adaptation
• localized, consolidated, integrated

12
Film

• Innovation
• 1890s, alternative to live entertainment
• Penetration
• early 1900s, star system, small theatres
• Peak
• 1930s-40s, talkies, vertical integration, color
• Decline
• 1950s, TV, studio divestment, suburbanization
• Adaptation
• TV films, exports, blockbuster

13
Radio

• Innovation
• 1900s, Marconi, ship-to-shore
• Penetration
• 1920s, commercial broadcasting, 500 stations
• Peak
• 1940s, WWII, immediacy, music culture
• Decline
• 1950s, TV, hi-fi, Cold War expansion
• Adaptation
• car radio, specialization, local, automated

14
Television

• Innovation
• 1930s, 1940s VHF
• Penetration
• 1950s, adaptation of NTSC, commercial
  broadcasting
• Peak
• 1960s?, color, 198099.5, reality, pop culture
• Decline
• late 1990s? cable, Internet, video games,
  distrust fatigue
• Adaptation
• sports spectacle, integrated media

15
Internet

• Innovation
• late 1960s, ARPANet, DOD, accessible, sharing,
• Penetration
• early 1990s, email, WWW, commercial
  infrastructure
• Peak
• 2010?, e-commerce, global communication, new
  social structures
• Decline
• ???
• Adaptation