mathematics HEALTH ENGINEERING DESIGN MEDIA management GEOGRAPHY EDUCA E MUSIC C PHYSICS law O ART L agriculture O BIOTECHNOLOGY G Y LANGU CHEMISTRY TION history AGE M E C H A N I C S psychology Development of Contemporary Media Subject: DEVELOPMENT OF CONTEMPORARY MEDIA Credits: 4 SYLLABUS First Stirrings The Early Communication; Introduction to First Stirrings; Renaissance and Reformation; Rebirth of the Art; Culture; Literature and Media; the Great Revolutions. Mass Media Catalysts Rise of Democracy; Introduction to Media Catalysts; Path towards Convergence; Elements of Mass Media: Print Journalism; Print Media the American Scenario; Radio Journalism; Development of Films in the Early Ages; Contemporary Cinema; Television and its Impact on the Mass; Internet as a mass Medium; Convergence and Mass Media in the 21st Century; Mass communication in Ancient India. Mass Media in India The Modern Indian Media; the Indian Nationalistic Writings; Media in the Post-Colonial Era; Mass Media in Post Independent India; Radio and Television in India; Rise of Internet Journalism. The State and Media Role of Media and Media Responsibility; State and Media; Media Regulation and Censorship; Censor Ship and Right to Information. Suggested Readings: 1. The Media Student's Book; Gill Branston; Roy Stafford; Taylor & Francis. 2. Rethinking the Media Audience: the New Agenda; Pertti Alasuutari; Sage Publications. 3. Contemporary Media Issues; By William David Sloan; Wm. David Sloan; Lawrence Erlbaum Associates. 4. Mass Media in India; India Ministry of Information and Broadcasting. Research and Reference Division. DEVELOPMENT OF CONTEMPORARY MEDIA CONTENT Lesson No. Topic Page No. The First Stirrings Lesson 1 The Early Communication 1 Lesson 2 The First Stirrings 7 Lesson 3 Renaissance and reformation Rebirth of the Art Culture, Literature and 13 media Lesson 4 The Great Revolution 24 Mass Media Catalysts Lesson 5 The Rise of Democracy 33 Lesson 6 The Media Catalysts 39 Lesson 7 Media Catalysts Part –II 45 Lesson 8 Path Towards Convergence. 49 Elements Of Mass Media Lesson 9 Print Journalism: The Beginnings 51 Lesson 10 Print Media The American Scenario 58 Lesson 11 Radio Journalism: How Did it Start? 68 Lesson 12 Development of Films the Early Years 77 Lesson 13 Contemporary Cinema 81 Lesson 14 Television and its Impact on the Mass 88 Lesson 15 Internet As a Mass Medium 96 Lesson 16 The Convergence and Mass Media in the 21st Century 103 Lesson 17 Mass Communication in Ancient India 110 Mass Media in India Lesson 18 The Modern Indian Media Beginnings During Colonial ERA 118 Lesson 19 The Indian Nationalistic Writings 125 Lesson 20 Media in the Post – Colonial ERA, 132 Lesson 21 Mass Media in Post Independent India – Part-2 138 Lesson 22 Radio and Television in India 146 Lesson 23 Rise of Internet Journalism 155 The State and Media Lesson 24 Role of Media and Media Responsibility State and Media a Discussion 162 Lesson 25 Media Regulation and Censorship 176 Lesson 26 Censorship and Right to Information 184 UNIT I LESSON 1 LESSON 1: THE FIRST STIRRINGS THEINTRODUCTION EARLY COMMUNICA TO THE CONSUMERTION BEHAVIOUR Topics than 20, 000 years old are the classic examples of such attempts, DEVELOPMENT OF CONTEMPORARY MEDIA Early communication, development of pictures and writings, and the earliest evidence of human being recording their middle ages. Advancement of culture spurs writing. presence, action and environment- Often called the first Objective information revolution. To introduce to students to the historical aspect of communica- Civilization began some where around 8000 B.C. with human tion and media by taking them through a journey down the beings settling down with agriculture and animal husbandry, in ages when the pre-historical man developed media as a tool of the areas around Israel, Iraq, Syria, and Lebanon. Man used clay communicating his feelings and very basic need until the middle stones for accounting his activities, lifestyle and customs. This ages when early writings were preserved in form of manu- time in history is often called the second information revolution scripts and books 4000-3000 BC Proto-Indo-European (PIE) language develops. It spreads with the success of the people living in the Russian Introduction Steps Northeast of the Black Sea. Advances in metallurgy are the Information...information and more information…Ours is an key and the domestication of the horse. Grand daughter age of information , and we seem to have them coming to us cultures spread West and North of Hungary from a plethora of media … from newspapers to pamphlets, The role of media in primitive societies to advertisements, hoardings, kiosks, billboards , neon signs, In the primitive societies the tribes had sentinels who scanned pictures, films , television and even computers and the internet , the environment and reported dangers. Councils of elders we leave nothing untouched in our quest for information. interpreted facts and made decisions. Tribal meetings were used Strangely enough most of the time we find unwanted informa- to transmit these decisions to the rest of the group. Other tion bombarding us from every nook and corner and from all members of the tribe played the role of storytellers or jesters possible media. who functioned to entertain the group. As societies became But have we ever stopped by to think what led to the develop- larger and more complex these jobs grew too big to be handled ment of these media or vehicles of communications? And why by few individuals . With the advent of technologies that did we at all need to invent them? What was the first communi- allowed for mass communication , the jobs were slowly take cation vehicle? over by mass media. To answer these questions let us look at the evolution of communication itself which made it mandatory to invent and The first writings discover various media for disseminating and transmitting information Language as the first medium Since the dawn of mankind, humans have strived to communi- cate effectively. Human beings being social animals always felt the need to communicate. To share the excitement of achieving success at hunting, sorrows when the dear ones passed away or anger when encountered injustice, or to call the partner for mating, the need to communicate and share information and views has been constant. The first thing that they developed was the language as the vehicle of communication…from primitive grunts their words evolved into tangible, meaningful and syntactical language. Today as humans we have learned to communicate in every aspect of our lives – intimate relation- ships, social-political survival, the transfer of knowledge and tradition, spiritual and philosophical beliefs, and business, all through the written and spoken language. When in a foreign country we try to learn that country’s language, only because we need to communicate. This innate need to communicate has been the cornerstone of innovations in communication media. With the development of language the early man began to innovate written communi- cation in the form of art and simple pictures. The cave paintings of the pre historic era found at Lascaux some of them more 1 DEVELOPMENT OF CONTEMPORARY MEDIA The first manifestations of script are of course inscriptions based representation. There are many benefits in using this without a writing surface in the accepted sense In Mesopotamia, system, not least because you can be much more specific about about 5000 years ago, that is around 3000 B.C. The Sumerians ideas and notions than mere representation of the concept as a were developing a writing system, which we now call cuneiform whole. (from the Latin meaning wedge shaped) It was written with wedge Conversation, in a well-developed language, can express shaped sticks pressed into clay tablets, which were then baked thoughts pretty closely and it became necessary to be able to for longer preservation. Two-dimensional rolls of seals or emulate that discussion in such a way that you could under- stamps in the medium of clay enabled goods to be given stand it as if it were actually being talked about. No wonder addresses indicating their owner or their contents. Stone then that alphabets were invented very soon. inscriptions named the deceased occupants of tombs. As Some of the eastern countries, still use pictograms and signals in the absence of the source of information, in other ideograms in a form called logograms in their writings today. words through the decoupling of communication and This is evident in Chinese and Japanese in particular. They are interaction, inscriptions opened up, according to Jan Assmann, literally sets of visual characters that have developed into a series author of The possibility in principle of literature. of ‘logos’ over time, each logo representing a word. Because of The introduction of the Sumerian system was a significant the diversity of spoken language in China there are thousands occurrence in that the cuneiform is the first known use of of these characters and it can take a lifetime to learn them all. To abstract forms to represent a single word. This form of writing top it all, unlike an alphabetic writing system, the Chinese need probably derived from former pictorial and symbolised to invent new characters, and learn them, for new words representations of words and ideas. introduced into their language. This means that the number of Many of the tablets discovered are administrative records of characters in their ‘alphabet’ is always growing. temples, crops, calendars and so on. They were baked at the The advantage of logographs, for the Chinese, is that although time as a way of making them permanent for archive use but many different languages are spoken across their vast continent, this also helped to preserve them for us to find today. their written characters are the same. This means that two More recently, around 4000 years ago, the Babylonians adopted people from opposite sides of the country can communicate by the cuneiform script and used the symbols to represent the written word even if they can’t understand each other’s syllables, or parts of word sounds.