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The Internet as the new Mass Media

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Lelanie Judeel

on 25 October 2013

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Transcript of The Internet as the new Mass Media

The Tree of the Knowledge
of good and evil:

Media Timeline
HISTORY OF MASS MEDIA
WHAT IS MASS MEDIA?
Communication devices
-
whether written, broadcast
or spoken
-
that reaches a large audience (Akin, 2009).
SOCIAL MEDIA - 1994 +
In 1439
Johannes
Gutenberg
perfected
the printing press
which made printing
cheap and efficient
With the printing press, literature and ideas could be mass-produced.
Printing press from 1811, exhibited in Munich, Germany
Image courtesy of wikipedia.com
1600's
New Age
:
Internet and
social
networking
Types of mass media:

Print:
Books, newspapers,
magazine
Electronic:
TV, radio, movies,
cellular phones
Image courtesy of Social Media Today
Newspapers and magazines
started to spread nationally
and internationally in the
late 17th century,
Image courtesy of
Massachusetts Historical Society
With the sudden demand
for constant information,
media providers needed
ways to receive and
transmit that information.
Samuel Morse sent his first telegraph message in 1838.
1800's
TELEGRAPH
The first photograph
was taken in 1826.
By 1897, it became possible to
send photos by
telegraph.
1800 -1900's
PHOTOGRAPHY
First permanent photograph, "View from the Window at Le Gras" Joseph Nicephore Niepce Image courtesy of wikipedia.org
Four inventions helped the world to enter the age of mass media when sounds and moving images could be sent globally
Phonograph/Gramophone: Thomas Edison (1877
)
Telephone: Alexander Graham Bell, (1876).
Image courtesy of
Neotorama.com
Image courtesy of
Wikipedia.org
Radio was the big sound in mass media from 1890-late 1940's
Image courtesy of
cookit.com
First television broadcast 1926
Image courtesy of
Wikipedia.org
SA:
1971
The first home computer was sold in 1977
1900's
Image courtesy of
apartment.com
1969
SA: 1990
SOCIAL MEDIA
"The WWW project
aims to allow all
links to be made
to any information
anywhere''
(Berners-Lee, 1991).
Image: salesresults.com
Dr Marin Copper invented the first
mobile phone. It weighed 1.14kg!
1973
MOBILE PHONE
smartphones began to
approach the functionality of
desktop computers
2007/8
Image courtesy of
apple.com
OBJECTIVES:

History of Mass Media
The Internet
Social Media
Internet users in SA
Successful Initiatives
Modern Mass Media
Internet (on-line) Research
Ethical Considerations:
Internet (on-line) Research
Image courtesy of wikipedia.org
Statistics at Varsity College Midrand (2013)
98%
71% Blackberry
75%
98%
Research done by L Judeel, Academic Development Coordinator (2013)
In a study done by World Wide Worx (2012) it was found that cellphones pushes the internet to the masses and “that almost 8-million South Africans sometimes
or regularly have access the Internet on their phones”, while 6 million use a computer, laptop, or tablet.
What did South African's use the Internet for in 2012?
JOB CREATION
Research trends: Internet as mass media
According to a new report
launched on 1 April 2013
(de Lanerolle, 2013) the
majority of internet users
are now young, black and live
on less than R1,500 a month.
According to the report, one in three (34%) South African adults now use the Internet.
Two out of three Internet users (66%) speak an African language at home, most of the them have not been educated beyond school level and four out of ten live on less than R1,500 per month.


"The New Wave – who uses the internet in South Africa, where they use it and what they use it for’'
was written by de Lanerolle (2013), visiting research associate at the University of Witwatersrand and leader of the South African Network Society Survey.
The report shows internet use has risen:
15% in 2008
34% in 2011,
Prediction: more 50% by 2014.

De Lanerolle (2013) says: “Our results show there is a new Wave of users who have come online in the last few years. Their presence is something that business, government, political parties and civil society should be responding to.”
The Internet as the
new MASS Media

SUCCESS
STORIES



Located in Phomolong, a rural area near Johannesburg, Samsung has initiated an effort to provide children with modern accesses to technology.
Environmentally friendly and receives electricity via photo-voltaic panels installed on the roof.
The 21m shipping container classroom is equipped with a 127cm electronic board, internet-enabled solar-powered notebooks, galaxy tablet computers as well as wi-fi cameras.
The school can also be easily moved by truck so that students in even the remotest of areas can continue their education.
South African Internet demographics
(as of 2012):

64% white
69% male
38% home access
45% age 25-40
16% earn less than R12000 per month
50% have a university degree or greater
50% ADSL
Research findings from Google South Africa (as of 2012):
http://www.oafrica.com/statistics/infographic-internet-users-in-south-africa-2011/
Social Networking (online dictionary):

"The use of a website to connect with people who share personal or professional interests, place of origin, education at a particular school, etc.''
Implications for Marketing
The emphasis should be placed on the word "social'' which really means
sharing
. The best use of social media is to create things that are worthy of being shared (Millward-Brown, 2011).
How fast does
news spread on
the internet?
less than
24 hours
Internet development in the last decade
3 Interrelated elements:
The next decade
in internet time -
ways ahead for new
media studies:
Practices in which
people engage to
interact and share
information
and meaning.
Tools, devices or
artifacts that people create and
use in order to do so.
Social arrangements/
institutional forms that
develop around these
practices and tools.
According to Lievrouw (2012) three interrelated elements of the internet/ new media infrastructure has developed over the last decade.
"NET AWARENESS'' (Rheingold, 2010)
More personalised, relational nature of online communication

Associated with growing sense of sociality and embeddedness with social and technical networks
Media technologies have become
more routine, taken for grated
and integrated into everyday
life (Lievrouw, 2012).
Media technologies have become
more routine, taken for grated
and integrated into everyday
life (Lievrouw, 2012).
RELATIONAL
Media practices
Tools and systems
Online communication
"Mean world'' requires new regimes of stabilisation and control
1800-1900's
Research conducted by
Kkai, C. (2012).
Together, these three features influenced the way media is
UNDERSTOOD
USED
SHIFT
popular discourses
study of new media
EMPHASIS
possibility
novelty
adaptability
openness
risk
vulnerability
routinisation
stability
control
PREOCCUPATION
by Lelanie Judee
l

1400's
Most South Africans use the web to read news or for entertainment purposes.
They also do research for work and school or use the web to search for a new job
Others seek for information with regard to sports, religion, health, arts & culture, politics and so on.
But one thing is missing. According to this diagram, apparently nobody uses the internet to compare prices and to purchase products or services online
There are only a few
e-commerce players in the South African market:
bidorbuy.co.za, groupon.co.za, zando.co.za, kalahari.com

Yes, the e-commerce industry is growing in leaps and bounds but compared to the European, Asian and American market there is still a lot to catch up in South Africa.
Facebook
Launch
Linkedin
Launch
First Blogs
Launch
Google
Launch
YouTube
Launch
Twitter
Launch
Google+
Launch
which should be
more than 13 million people watched this video clip
SA Schools in 2013
Telecommunication companies have poured more than R250m into a fund designed to give all schools in SA access to internet services.
It wants to open 200 new computer labs a year and take internet access to 3000 schools a year.
Steve Silva (2013) Explosions at the Boston Marathon
Video courtesy of: http://bit.ly/socialnomics-video
Image courtesy of Linkedin, Facebook, Twitter, Google
Certainty, the internet is the most postmodern thing on the planet (Docx, 2011).
Characterised by electism and flexible identities
One person can be a consumer of many different types of media
The immediate consequence in the west seems to have been to breed a generation more interested in social networking than social revolution.
Post Modernistic Approach
The internet has quickly become a mass medium, and it is changing every day. However, one thing is certain about the internet, and that is it will provide a countless number of research possibilities for mass media researchers.


On-line research:
Respondents answer questions using Internet-based questionnaires.

Web site research:
What makes a good web site? How can more people be attracted to a web site?

Music testing:
Radio stations and music companies test short segments (hooks) of songs. •
Advertising testing:
Respondents provide reactions to audio, video, and print advertising.
Consider some of the possibilities (Shuttle, 2011):
Internet Research:
Mass Media as a commercial industry.


Like any other business, its primary motive is to get the highest numbers.
The numbers may refer to sales, profit or audience.
Therefore, one important factor of media research is it assists business to attain the goal.


1. Find what the people want
2. Give it to them.
3. Let them know that you gave it to them.

Researches help find what people want. They explore what is the best way to give it to them and also determine the most appropriate means of advertising.


Thus, research is included in every
step of the process.
Research thus aids decision making.

Regardless of the area that you are involved in mass media, you will be involved in mass media research.



Research is an integral part of mass media because it results in better and accurate reporting which ultimately results in better decisions.
THE TREE OF THE
KNOWLEDGE OF GOOD AND EVIL?




Privacy
(Ensure participants are not re-identifiable by analysis and comparing of data sets -

this have been done by amateurs
).

Recruitment
(Information in both the recruitment materials and any subsequent consent documents).

Informed Consent
(Voluntarily, adequate knowledge of relevant risks and benefits).

Cloud Computing and Research Ethics
(Information is distributed across a global network of users, crowdsourcing presents ethical concerns over trust and validity of the research process itself, crowdsourcing involve ethical issues such as labor management and authorship.
QUESTION:
All Internet Users Have a Responsibility:

Digital citizens!
Awareness that ethical issues have shifted from purely data driven to more human- centered approach.
Buchanan, Elizabeth A. and Zimmer, Michael, "Internet Research Ethics", The Stanford Encyclopedia of Philosophy (Winter 2012 Edition), Edward N. Zalta (ed.), URL = <http://plato.stanford.edu/archives/win2012/entries/ethics-internet-research/>.
Internet in South Africa
Profile of Internet Users in SA (de Lanerolle, 2013)
The "New Wave''
Akin, J. (2009). Mass Media. Retrieved from http://www.beyondintractability.org/bi-essay/mass-communication

Balancing act. (2012). Millions Unspent in Drive to Bring Poor Online in South Africa. Retrieved from
http://www.balancingact-africa.com/news/en/issue-no-383/internet/millions-unspent-in/en

de Lanerolle, I. (2013). The New Wave. Retrieved from http://www.networksociety.co.za

Designboom. (2012). samsung solar powered internet schools in Africa. Retrieved from http://www.designboom.com/technology/samsung-solar-powered-internet-shipping-container-schools/

Docx, E. (2011). Postmodernism is dead. Retrieved from http://www.prospectmagazine.co.uk/magazine/postmodernism-is-dead-va-exhibition-age-of-authenticism/

Etchells, C. (2012). How to Leverage Social Media for Your Business in 2012 http://prezi.com/i5scnnnwmodi/how-to-leverage-social-media-for-your-business-in-2012/

Joss, E. (2011). Internet users in South Africa. Retrieved from http://www.xcellentmedia.co.za/blog/how-south-africans-use-cell-phones-infographic/

Millward-Brown, (2011). How Should Your Brand Capitalize on Social Media? Retrieved from http://www.millwardbrown.com/Libraries/MB_Knowledge_Points_Downloads/MillwardBrown_KnowledgePoint_SocialMedia.sflb.ashx

Silva, S. (2013). Explosions at the Boston Marathon. Retrieved from

Schulte, I. (2011). People-centric Possibilities for the Internet. Retrieved from http://latd.com/2011/04/28/people-centric-possibilities-for-the-internet-of-things/
Internet/
WWW
Image courtesy of theianfshow.com
Image courtesy of 2save.com
Computer use in South Africa, 2012
Image courtesy of moneyweb.co.za
Cellphone versus Computer/Tablet use
samsung solar powered internet schools in
South Africa (2012)
Images courtesy of designboom.com
Image courtesy of chicargonow.com
Lievrouw (2012)
It involves a 3 step process:
Specific Ethical Issues in Internet Research (Buchanan & Zimmer, 2012):
References
ENCLOSED & WALLED
Social Media Revolution
One third of SA’s top 100 advertisers did not yet advertise online

Searches for jobs/education in SA grew 57% year on year for 4 years from 2007-2011
925,000 smartphones were activated every day
48 hours of video was uploaded every minute on YouTube
On weekends, 65% of Google searches came from mobile devices (vs. 25% on weekdays)
By 2020 about 20 million South Africans will be internet users
47% of South Africans had accessed YouTube
CONCLUSION:
Social Media Revolution
INITIATIVES &
Full transcript