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Shannon/Weaver and online media

Some researchers had considered the communicational model proposed by Shannon/Weaver as deprecated for nowadays multidirectional, interactive, digitize communication. Deprecated meaning that is no longer valid for the actual communicational structure.

It is this model deprecated? Let’s take a closer look at what mass communication meant till the rise of the Internet communication and what means now.

We can simplify the Shannon/Weaver model (standard communication process) as:

E->R

where E is Information Source and R is Destination.

Mass communication (let’s say it traditional media) could be expressed as:

The Transmitter is sending the message to the mass (n) of receptors.

Online communication moved the mass communication to a multidirectional model, where every end of the communicational chain could be transmitter but also receptor. That’s why the mass communication formula it is:

where the set of transmitters is identical with the set of receptors. This formula is in fact a limited number of relations E->R, This means that even the online communication is a multidirectional and interactive communication, at the very basic level it is still a multitude of E->R relations. As we can see, the actual mass communication (that also includes the online communication) it is a set of standard communications, the communicational process described by the Shannon/Weaver model.

This approach is also sustained in Exploring Electronic Media: “Though they are technologically sophisticated, the successful operation of electronic media systems still must be grounded in fundamental principles of human communication”².

As a conclusion, we can draw the Shannon/Weaver model as:

For a better description of the way, how the message could flow from a terminal point of the system to any other terminal point of the communicational network, we can also see this schema (using the following abbreviations) as follows:

Information Source = E

Destination = R

Transmitter = T

Receiver = Rv

Encoder = Enc

Decoder = Dec

As we can see, the Shannon/Weaver model is not deprecated but it could also be an important part of a coherent approach of online communication. One of the main advantages of using Shannon/Weaver model in our theoretical construction is the opportunity to have a consistent connection between the existing “traditional”mass communication theory and the “extended” mass communication theory (that’s also include online mass communication).

]]> http://www.veghes.ro/schannonweaver-model-in-online-mass-communication/feed/ http://www.veghes.ro/new-media-digital-media-interactive-media-and-online-media/ http://www.veghes.ro/new-media-digital-media-interactive-media-and-online-media/#comments Tue, 10 May 2011 06:58:24 +0000 Iulian http://www.veghes.ro/?p=285 New media, digital media, interactive media and online media

Terms like new media, digital media, online media, mobile media and so on have nowadays become common enough. I will further refer to each of these notions, as they are basic terms which are often misused not only in ‘profane’ environments, but also in academic circles.

It is somehow normal for any beginning or change – may it be more or less significant – to bring certain incoherence and lack of synchronization between those who do the research or discuss the process, primarily in regards to the vocabulary employed. The exact same thing has been happening ever since computers appeared and computer networks were used for information transfer.

Why have I chosen these particular terms? It’s because I believe in the importance of using clear, precise terms in online communication. And how would it be possible to attain this when not even the basic terminology, the name of this segment of communication is sufficiently clear, coherent and world-wide recognized and validated?

All these denominations (new media, digital media interactive media and online media) are correct. However, each of them has a different meaning and it would be advised – especially in scientific research – to try and use the terms with a certain responsibility.

New media

This term is not at all new – it has been used in media history before and will most certainly be used for future technological progress giving rise to new communication instruments. So it is partially improper to use this denomination when referring to digital media or online media. Improper because at the moment, all media we refer to are indeed new. But if this term is used in a scientific treaty or article which may be quoted 20 years from now, no doubt that ‘new media’ will have a totally different meaning at that particular moment in time. So it is highly recommended to avoid this small terminology trap. What seems yet hard to believe – for me at least – is that this term has already been accepted and promoted in the academic environment, although many have criticized its use as such.

Despite everything, we can find Masters Programmes specialized in ‘New Media’ at the University of Amsterdam, Holland, Masters in Fine Arts in New Media at the Danube University of Krems, Austria, Masters in Arts in New Media Photojournalism at the Corcoran College of Art & Design, Washington, USA etc.

As Lev Manovich stated in ‘What is new media’, new media is a historically redundant term used to describe the most recent media available. From this perspective, the term is correctly used at a certain moment only, when it is fit to correctly transfer information from the author to the reader. From a chronological perspective, this term will affect communication risking to transmit false information. There are the reasons for which we will avoid as much as possible using this term. Instead, we will focus more on the more explicit term ‘online media’.

Digital media

By digital media we define those media which use, process and transfer information towards the audience in digital format. Digitalizing information means transforming it and transporting it in long strings of 0 and 1¹. We may include here digital television (or now HD TV), digital radios, web pages or electronic newspapers available on e-readers, but also DVD, blue-ray disks and so on.

Interactive media

The term indicated the media which allows both the transmitter and the receptor to enter bidirectional or multidirectional communication – depending on the number of participants. It should not be confused with online media which allows at its turn in numerous cases an interactive communication, but can also be designed as to deny interactivity. As interactive media we can also identify the Interactive Television (iTV) or game boxes like playstation, xbox, wii, etc. For these reasons, we consider fit to clearly differentiate between these two terms (interactive media and online media). We do not know and cannot anticipate further evolution, but we are sure that such classification and dichotomy of terms will allow an easier classification of several different media.

Online Media

Online media refers to all the communication tools that use computer networks to deliver information. Just as the authors of the book ‘New media: a critical information’ consider, the evermore rapid evolution of technology pushes us to seeing and discussing upon these media as a whole, for if we try to consider each part separately, there are real chances that when really new media using computer networks appear – our scaffolds will no longer be valid.

Online media characteristics:

A. interactivity;

B. digitization of information;

C. hyper-linking capabilities;

D. real-time;

R. multimediality.

All these characteristics/capacities of online media gave birth - by using one or all of them – to different channels of communication. It’s no point enumerating all of them, because they would not make the purpose of this approach (especially as others are to appear), but a systematic construction which would allow a coherent and correct approach of mass communication in general and online mass communication in particular.

These characteristics have naturally lead to the appearance of new manifestations in the existent communication field.

Among these manifestations we identify (without trying to approach them exhaustively):

i) participatory media (known also as user generated content)

ii) user developed media receiver (users have the possibility to develop a media receiver mixing different parts of media transmitters – for instance: feed readers).

iii) indexing of media content (for instance: search engines)

iv) citizen journalism

v) social media

1. Interactivity

x,y are elements of [1,n], where n is the total number of computers connected to the Internet

1. Digitization

The message is encoded/decoded in strings of 0 and 1 („on or off, current or no current, zero or one” - New media: a critical introduction, page 16) and it has a numerical representation (Lev Manovich – What is new media?, page 10, The New Media Theory Reader). The numerical strings are sent, split in packets of 0 and 1, through a channel from E to R until the message is sent completely.

The numerical representation made possible the processing of the message through computers and allows the creation of new messages.

1. Hyper-linking capabilities

Hyper-linking capabilities – represent the ability to insert references to other message/messages allowing the user to be able to build their own received message trough covering his own selection of the existing references (accessing hyper-links).

1. Real time

The message sent from E arrives at R in real time. There are online systems that were not designed for real time communication. But, as I previously mentioned, we will only describe here the framework of the communicational processes over the Internet at their maximal extent.

1. Multimediality

The online media allows an entire mix of media: text, images, audio, video. This mix of media that we can see online is called multimediality.

Dupa care au marit favicon-ul unui site in functie de traficul estimat de alexa.com pe site-ul respectiv. Si au creat un colaj care mie mi-a placut. Va invit si pe voi sa-l vedeti:

Icons of the Web - nmap.org

In contextul acesta, optimizarile pentru acest motor integrat (ca sa nu zic bazat pe Bing) vor deveni din ce in ce mai importante. Pentru .com cu siguranta. Pentru .ro, mai putin. Dar am sa incerc intr-un post viitor sa public o statistica a folosirii motoarelor de cautare in .ro, pentru o privire mai exacta asupra situatiei de pe plaiurile mioritice.

Se pare ca cei de la Ministerul FInantelor nu stiu acest lucru, asa ca m-am gandit ca e bine sa le dau cateva data, ca sa stie ca sunt cateva sute de mii de romani pe Internet care nu pot vizualiza normal site-ul lor.
Daca se vedea putin defectuos, n-as fi comentat, pentru ca nu sunt genul carcotas (ii las pe altii sa faca asta). Dar modul in care se vede acest site in Chrome este efectiv un dezastru.

Daca tot am un blog pe care sa anunt ce mai fac, atunci folosesc aceasta cale pentru a anunta colaborarea mea cu cei de la Standard Snacks (cei care fac Rontzy, Bazzaconi, samd) pe partea de comunicare online.

Dupa colaborarea cu cei de la Vel Pitar, ma bucur sa vad ca inclusiv companiile din FCMG se preocupa de imaginea online si de targetarea audientei prezenta pe aceasta media.

In acest moment sunt la capitolul analiza a situatiei actuale a Standard Snacks si elaborarea planului de actiune. Trebuie sa recunosc ca am fost placut impresionat de interesul oamenilor din conducerea companiei Dorin Dragoi si Aurelia Costache pentru comunicarea online.

Evident ca asta nu inseamna ca parasesc 24 Media sau colaborarea cu Univ. Bucuresti. Ci ca daca pot da o mana de sprijin pentru cei care doresc sa comunice profesionist in online, o fac cu mare placere.

Pe curand si va tin la curent cu ce am mai realizat atat la 24 Media, la Univ. sau la Standard Snacks.

Asa ca daca doriti datele demografice pentru facebook, twitter, myspace sau linkedin, le gasiti mai jos.

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date demografice myspace.com

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sursa: Alexa.com