There are many forms of media technologies that exist in our world today. For the purpose of simplicity, I will summarize only four of these technologies.
Radio. “Speed and mobility are the special attributes that make radio unique among the major media” (Cameron, Wilcox, Reber & Shin, 2008, p. 259). Messages can be delivered quickly and efficiently. The fact that radio can reach audiences in a car, home or work makes this media technology very important. Radio messages can be broadcast and heard from many most locations. Unlike some media technologies, radio messages can convey urgent messages quickly and reliably. This media is considered vital in case of an emergency or natural disaster.
Radio is a flexible media technology and can be used in many fashions to convey messages. One such way the radio is used is to broadcast music from radio stations to listeners. Many people listen daily to these types of radio broadcast. Radio is also used to broadcast news and/or talk shows. These types of programs can be radio only or replications of a television broadcast. Radio can also be used to broadcast upcoming community events as well as public service announcements.
Radio has a long history as a reliable media technology. Radio signals have been used to send telegraph signals and can be found on battlefields even today. During times of war, the radio has been a vital source to soldiers as well as civilians for vital information. The radio has allowed communication through the worst of circumstances; therefore, it not only has endured newer technologies, but it continues to be a trusted communication source. This tried and true technology is still a vital media source and outlet to this day.
Blogs. Blogs are like web-sites in the sense that they may contain similar messages and that they are located on the internet. However, blogs can be much more personal in nature, expressing a person or organizations point of view. Blogs are regularly updated statements that viewers or subscribers can read and/or follow. This technology can be used by professional writers for the purpose of allowing readers the opportunity to view their works. Writers who use this forum are often referred to as bloggers. A blogger is a person who runs this type of website and supplies the content that appears with-in. “The word blog is a contraction of two words, Web and log” (Cameron, Wilcox, Reber & Shin, 2008, p. 285). This type of media technology has become a staple in the technology realm.
A blog can be used as a tool for a writer to showcase their work to a specific audience or the general public. It can be used for peer to peer communication through blog interaction and feedback. A blog can also be used by students to present their work to peers and professors alike; therefore, the fellow students and professors can provide feedback of the blog content. Blogs are similar to web-sites in that they both reside on the Internet; however, a blog can be simple to create and requires virtually no understanding of computer programming. A blog, simply stated is an online diary that is shared to an audience. Often the blog will allow user comments, thus making the blog interactive with the audience.
Newspaper. This form of media is an age old form of communicating to large or small audiences. Newspapers will communicate local news as well as national news with in-depth coverage of topics that can not be duplicated or communicated in many other media forms. “Newspapers have a broad appeal among adults and are effective a handling complex or in-depth material that television cannot adequately cover” (Cameron, Wilcox, Reber & Shin, 2008, p. 254).
Newspapers are one of the oldest forms of media communications and hold a distinct advantage over other media technologies; virtually anyone can read a newspaper any time and anywhere with no devices required. Newspapers are effective at getting in depth and covering issues in great detail. Newspapers also continue to keep readers informed on current events, not only locally but worldwide in great detail.
While many of a younger audience may prefer different technologies for content, the newspaper still holds broad appeal to most audiences for specific details. Newspapers still hold the older generations as captive audiences and have found ways to stay relevant to younger audiences as well. The newspaper provides local content that is relevant and effective for the community. This relevant news can be in depth coverage of specific issues or calendar events, such as town hall meetings.
While many may prefer to get information from other sources, the newspaper is still a vital media communication tool. Newspapers are continuing to evolve and will stay relevant through the use of mixing of technologies. Most newspapers have a presence on the Internet and allow readers to use their sites much like a newspaper, only virtually.
Television. A television is a device that allows programming for news and entertainment. The television is perhaps one of the most influential forms of media technologies. The television can broadcast messages to many differing types of audiences in small segments. Television can allow for messages to be delivered to the preferred audience by targeting different time slots and/or different television programming. “The enormous impact of television on daily life has increased visual orientation, with many people now obtaining virtually all of their news from their TVs (Cameron, Wilcox, Reber & Shin, 2008, p. 244). With so many people obtaining all or most of their news from a television, the importance of this media technology should not be understated. This is perhaps the most effective and persuasive media technology available to mankind.
Television has a broad appeal and can cast a large net, so to speak, to a variety of audiences with differing media needs. There is a multitude of rich content with multiple options available to television viewers. This content is effective and persuasive to many. Television provides entertainment, news and education for many viewers. Because of the broad appeal, many people own a television; therefore, it is an important factor for people to glean important and relevant information. With the continued enhancements of technology, television will continue to provide an important media technology to a global audience. Television and the Internet will continue to evolve and coexist with one another, making the television more relevant in tomorrow’s world as well as todays.
Communication and media technologies will continue to evolve and comingle; therefore, media technologies will need to continue to evolve and stay current.
Reference
Cameron, G. T., Wilcox, D. L., Reber, B. H. & Shin, J. H. (2008). Public Relations Today: Managing Competition And Conflict (1st ed.). Pearson: Boston
