IMPACT OF TECHNOLOGY ON TRADITIONAL MASS MEDIA A CASE STUDY OF NEW VISION NEWS PAPER
BY NANSUMBA ROSETTE BMC/34780/1 13/DU
A REPORT SUBMITTED TO THE COLLEGE OF HUMANITIES AND SOCIAL SCIENCE IN PARTIAL FULFILMENT FOR THE AWARD OF BACHELORSDEGREE IN MASS COMMUNICATION OF KAMPALA INTERNATIONAL UNIVERSITY
JUNE 2014
1 DECLARATION
I NANSUMBA ROSETTE declare that this proposal is a result of my knowledge and hard work; I declare that to the best of my knowledge, this paper has never been submitted in any institution of higher learning for any award.
Signature... .~ NANSUMBA ROSETTE
_~,fc fo~ J~-oi~ Date APPROVAL This Proposal has been submitted to the College of humanities and social sciences of Kampala International University under my supervision as a university supervisor.
Signature
(SUPERVISOR)
Date DEDICATION
I would like to dedicate this piece to the Almighty God for the gifted Wisdom and Good health that gave me a platform which led to the success of this study.
This work is dedicated to my mother Mrs. Barbra Kiwanuka and my father Mr. Godfrey Kiwanuka for all the sacrifice, patience, commitment and love you have shown me through the course of my study. I love u so much and I just want you to know how much am grateful for your unending support. May the good Lord bless and watch over you, I pray. ACKNOWLEDGEMENT
I extend a vote of thanks to a number of people who unreservedly, contributed towards the accomplishment of this research work. I also would like to acknowledge the assistance and role played by the following personalities to the successful completion of this study.
I cannot say exactly how grateful I am to my supervisor, Mr .MOHAMED MATOVU. His guidance in this study was beyond measure. Thank you also for providing me with professional advice, encouragement and your time that has spurred me to success.
In the same way, I would like to thank the management and staff of VISION GROUP for the time they gave me. They honestly filled the questionnaires, surely, without their input; this study would not have come to fruition.
I cannot forget the efforts of the staff of Kampala International University especially the lecturers at College of Humanities and Social Sciences for their input and effort that made me acquire the invaluable knowledge. Your contribution can never be quantified but will always be reminiscent whenever I look through this book.
Lastly, I thank my family and the good LORD for seeing me through the course of my study.
iv TABLE OF CONTENTS
DECLARATION . APPROVAL ii DEDICATION ACKNOWLEDGEMENT iv List of tables viii LIST OF FIGURES ix ABSTRACT x
ChAPTER ONE I INTRODUCTION 1
I . I Background to the Study 1 .3 Purpose of the Study 5 1.4 Objective of the Study 5 1 .5 Research Questions 6 1.6.0 The Scope of the Study 6 1.6.1 Study scope; 6 1 .6.2 Geographical scope; 6 1.7 Significance of the study 6
CIIAPHER TWO 8 LITERATURE REVIEW 8 2. I Introductions 8 2.2 Theoretical framework on changing technologies 8 2.3 Related literature 10 2.3.1 Technology 10 2.3.2 Traditional mass media 16 2.3.2.1 To Explore how technology has impacted the traditional mass media in regard to news papers, television, radio, print media and advertising 26 2.3.2.2 To find out the effects of technology to the traditional mass media in Uganda 27
V CIIAPHER THREE .33 METHODOLOGY 33 3.1 Introductions 33 3.2 Research design 33 3.3 Sample design 33
3.4 Research Population 33 3.5 Sample Size 33 3.6 Sampling procedures 34 3.7 Research instrument 34 3.9 Validity and reliability of the instrument 36 3. Ii Data gathering procedure 37
3.12 Data Analysis procedure 38 3. 13 Ethical Consideration 39 3.14 Limitation of the study 39
CHAPTER FOUR 41 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA 41 4.0 Introduction 41 4.1 Profile of the Respondents 41 4.2 To explore how technology has impacted the traditional mass media in regard to news papers, television, radio, print media and advertising 43 4.3 To find out the effects of technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned 45 4.4 To determine if there is a relationship between technology and content consumption patterns of audiences 46
ChAPTER FIVE 48 FINDINGS, CONCLUSIONS AND RECOMMENDATIONS 48 5.1 Summary of findings 48 vi 5.2 Conclusions .50 5.3 Recommendations .53 5.4 Areas for further research 53
REFERENCES 55 (b)Interview Guide 61 APPENDIX II 62 TIME FRAME 62
VII LIST OF TABLES Table 1: Profile of the respondents 41
Table 2: To explore how technology has impacted the traditional mass media in regard to news papers, television, radio, print media and advertising 43
Table 3: effects of technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned 45
Table 4; Pearson’s Linear Correlation Coefficient results for technology and content consumption patterns of audiences 47
VIII LIST OF FIGURES Figure 1: The Technology applied in New vision group of companies 44
Figure 2: effects of technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned 45
ix ABSTRACT The study was set to ascertain impact of technology on traditional mass media in, Uganda a case study of New vision. It was followed by the following objectives, to explore how technology has impacted the traditional mass media in regard to news papers, television, radio, print media and ad\’ertising, to find out the effects of technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned, and lastiy to determine if there is a relationship between technology and content consumption patterns of audiences. The study used a cross sectional survey design. Both quantitative and qualitative methods of data collection .The researcher use a self administered questionnaire and interviews together for necessary data for the research. The study used survey design because the research wants to get precise information and make a conclusive result regarding the technology and traditional mass media. The researcher will use the stratified random sampling methods and the purposive sampling methods to collect the data from the respondent in New Vision.From the total population of 259 employees of new vision, the sample size will be 157 employees. The questionnaire were used to collect both numerical and in depth data on the entire three research question using closed ended questions .The researcher in this section gave conclusion to the study findings in relation to the study objectives Concerning major impact of technology on the traditional mass media in regard to news papers, television, radio, print media and advertising,46% of the respondents said that It keeps us up to date with current affairs was the major impact of technology on the traditional mass media in regard to news papers, television, radio, print media and advertising, Concerning the effect oC technology to the traditional mass media in Uganda, 46% of the respondents said that Net work society was the major effects of Technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned The researcher made the following recommendations, The way forward for newspapers, mainstream as well as other conventional media particularly in Uganda would be first of all, to improve their credibility. As it is now there are segments of the society which see mainstream media as the mouthpiece and propaganda tool of the ruling government. The researcher observed that, first and foremost, newspapers should separate their new venture and their core business, the new venture being the online digital newspapers and their core is their already existing newspaper business. These separate sites
x dedicated to oniy online newspapers will be successful in building new markets with new sources of revenue. The way out for newspapers and other media will always be on the revenue side, creating new ideas, creating new value propositions, and creating new ways to engage with customers. In other words, newspapers could work with search engines and Internet Service Providers to provide and include in the ISPs package access to digital newspapers. Newspapers could also charge a subscription fee for their online version where, upon payment of the fee, a password is given to the subscribers. Online presence as well as print version of the newspaper should be side by side.
xi CHAPTER ONE INTRODUCTION
1.1 Background to the Study. The human species’ use of technology began with the conversion of natural resources into simple tools. The prehistorical discovery of the ability to control fire increased the available sources of food and the invention of the wheel helped humans in travelling in and controlling their environment. Recent technological developments, including the printing press, the telephone, and the Internet, have lessened physical barriers to communication and allowed humans to interact freely on a global scale. However, not all technology has been used for peaceful purposes; the development of weapons of ever-increasing destructive power has progressed throughout history, from clubs to nuclear weapons
Technology according to Julius Adams (2005), is the making, modification, usage, and knowledge of tools, machines, techniques, crafts, systems, and methods of organization, in order to solve a problem, improve a pre-existing solution to a problem, achieve a goal, handle an applied input/output relation or perform a specific function. It can also refer to the collection of such tools, including machinery, modifications, arrangements and procedures. Technologies significantly affect human as well as other animal species’ ability to control and adapt to their natural environments. The term can either be applied generally or to specific areas: examples include construction technology, medical technology, and information technology.
According to Eric Schatzberg (2006), the human species’ use of technology began with the conversion of natural resources into simple tools. The prehistorical discovery of the ability to control fire increased the available sources of food and the invention of the wheel helped humans in travelling in and controlling their environment. Recent technological developments, including the printing press, the telephone, and the Internet, have lessened physical barriers to communication and allowed humans to interact freely on a global scale. However, not all technology has been used for peaceful purposes; the development of weapons of ever-increasing destructive power has progressed throughout history, from clubs to nuclear weapons.
1 The invention of the printing press made it possible for scientists and politicians to communicate their ideas with ease, leading to the Age of Enlightenment; an example of technology as a cultural force. The use of the term technology” has changed significantly over the last 200 years. Before the 20th century, the term was uncommon in English, and usually referred to the description or study of the useful arts. Borgmann, Albert (2006). The term was often connected to technical education, as in the Massachusetts Institute of Technology (chartered in 1861).
The term ‘technology’ rose to prominence in the 20th century in connection with the Second Industrial Revolution. The term’s meanings changed in the early 20th century when American social scientists, beginning with Thorstein Veblen, translated ideas from the German concept of Technik into “technology”. In German and other European languages, a distinction exists between technik and technologie that is absent in English, which usually translates both terms as “technology”. By the l930s, “technology” referred not only to the study of the industrial arts but to the industrial arts themselves. Franklin, Ursula (2007)
In 1 937, the American sociologist Read Bain wrote that “technology includes all tools, machines, utensils, weapons, instruments, housing, clothing, communicating and transporting devices and the skills by which we produce and use them.” Guston, David H. (2000). Bain’s definition remains common among scholars today, especially social scientists. But equally prominent is the definition of technology as applied science, especially among scientists and engineers, although most social scientists who study technology reject this definition. Wade, Nicholas (2003). More recently, scholars have borrowed from European philosophers of “technique” to extend the meaning of technology to various forms of instrumental reason, as in Foucault’s work on technologies of the self.
Dictionaries and scholars have offered a variety of definitions. The Merriam-Webster Dictionary offers a definition of the term: “the practical application of knowledge especially in a particular area” and “a capability given by the practical application of knowledge”. Wade, Nicholas (2003). Ursula Franklin, in her 1989 “Real World of Technology” lecture, gave another definition of the
2 concept; it is practice, the way we do things around here”. Plummer, Thomas (2004). The term is often used to imply a specific field of technology, or to refer to high technology or just consumer electronics, rather than technology as a whole. Haviland, William A. (2004). Bernard Stiegler, in Technics and Time, 1, defines technology in two ways: as “the pursuit of life by means other than life”, and as “organized inorganic matter.” Crump, Thomas (2001).
Technology can be most broadly defined as the entities, both material and immaterial, created by the application of mental and physical effort in order to achieve some value. In this usage, technology refers to tools and machines that may be used to solve real-world problems. It is a far-reaching term that may include simple tools, such as a crowbar or wooden spoon, or more complex machines, such as a space station or particle accelerator. Tools and machines need not be material; virtual technology, such as computer software and business methods, fall under this definition of technology. Crump, Thomas (2001).
The word “technology” can also be used to refer to a collection of~echniques. In this context, it is the current state of humanity’s knowledge of how to combine resources to produce desired products, to solve problems, fulfill needs, or satisfy wants; it includes technical methods, skills, processes, techniques, tools and raw materials. When combined with another term, such as “medical technology” or “space technology”, it refers to the state of the respective field’s knowledge and tools. “State-of-the-art technology” refers to the high technology available to humanity in any field. Stahl, Ann B. (1984).
The invention of integrated circuits and the microprocessor (here, an Intel 4004 chip from 1971) led to the modern computer revolution.
Technology can be viewed as an activity that forms or changes culture. Additionally, technology is the application of math, science, and the arts for the benefit of life as it is known. A modern example is the rise of communication technology, which has lessened barriers to human interaction and, as a result, has helped spawn new subcultures; the rise of cyberculture has, at its basis, the development of the Internet and the computer. Not all technology enhances culture in a
3 creative way; technology can also help facilitate political oppression and war via tools such as guns. As a cultural activity, technology predates both science and engineering, each of which formalize some aspects of technological endeavor.
The mass media are diversified media technologies that are intended to reach a large audience by mass communication. The technologies through which this communication takes place varies. Broadcast media such as radio, recorded music, film and television transmit their information electronically. Print media use a physical object such as a newspaper, book, pamphlet or comics, to distribute their information. Outdoor media is a form of mass media that comprises billboards, signs or placards placed inside and outside of commercial buildings, sports stadiums, shops and buses. Other outdoor media include flying billboards (signs in tow of airplanes), blimps, and skywriting. Morris, Dr. John L (2001) Public speaking and event organising can also be considered as forms of mass media Brill, A (1999) The digital media comprises both Internet and mobile mass communication. Internet media provides many mass media services, such as email, websites, blogs, and internet based radio and television. Many other mass media outlets have a presence on the web, by such things as having TV ads that link to a website, or distributing a QR Code in print or outdoor media to direct a mobile user to a website. In this way, they can utilise the easy accessibility that the Internet has, and the outreach that Ihternet affords, as information can easily be broadcast to many different regions of the world simultaneously and cost- efficiently.
1.2 Statement of the Problem. Many research studies have been conducted to observe the impact of technology on traditional mass media. Findings of previous researchers have made the researcher to conclude that technology has some direct effects on traditional mass media but little, if any study has been carried out in Uganda, regarding impact of technology on traditional mass media. Technology has affected society and its surroundings in a number of ways. In many societies, technology has helped develop more advanced economies (including today’s global economy) and has allowed the rise of a leisure class. Many technological processes produce unwanted by-products, known as pollution, and deplete natural resources, to the detriment of Earth’s environment. Various
4 implementations of technology influence the values of a society and new technology often raises new ethical questions. Examples include the rise of the notion of efficiency in terms of human productivity, a term originally applied only to machines, and the challenge of traditional norms. Postal services, print media, news papers and Advertising revenues are tumbling due to the severe economic downturn, some major newspaper chains are burdened by heavy debt loads. As in the past, major newspapers have declared bankruptcy as several big city papers shut down, lay off reporters and editors, impose pay reductions, cut the size of the physical newspaper, or turn to Web~only. Technology has also affected the way newspapers get and circulate their news. Since 1999, almost 90% of daily newspapers in Uganda have been actively using online technologies to search for articles and most of them also create their own news websites to reach new markets (Garrison, 2001). Thus therefore, this research probed the researcher to gather information on the effects of technology on traditional mass media in Uganda. The study will confine use of ratio and television technology.
1.3 Purpose of the Study. This study tried to investigate the impacts that technology has brought about on the traditional mass media with particular emphasis on radio and television production. The study tended to find out respondents’ preferred media as compare to the change in technology.
1.3 Objective of the Study General aim of this study was to ascertain impact of technology on traditional mass media in, Uganda.
The specific objectives of the study were:
o To explore how technology has impacted the traditional mass media in regard to news papers, television, radio, print media and advertising.
o To find out the effects of technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned.
5 o To determine if there is a relationship between technology and content consumption patterns of audiences
1.5 Research Questions To achieve the above objectives, the study was guided by the following research questions. I-low technology has impacted the traditional mass media in regard to news papers, television, radio, print media and advertising.
o What are the effects of technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned.
o Is there a relationship between technology and content consumption patterns of audiences
1.6.0 The Scope of the Study 1.6.1 Study scope; The study covered the impact of technology on traditional mass media a case study of New Vision located along Jinja Road Industrial Area in Uganda.
1.6.2 Geographical scope; The study focused on new vision news paper located along Jinja Road Industrial Area in Uganda
1.7 Significance of the study The findings will enable the Management of Vision Group to identify the impact that technology has caused whether negative or positive on the traditional mass media in Uganda.
Managers and directors of various TV Stations, especially those engaged in similar operations will have the necessary information to improve on their broadcasting services in region and their media services.
This study is expected to stimulate further academic interest and provided information for further research on the topic and also to other decision makers.
6 To the public, the research and the findings collected would act as a source of motivation to various managers and other persons in appreciating the need for what technology has brought about on the media industry.
To the researchers; future researchers will use this work as a reference and a guide to their study.
To the student, this study is a partial academic requirement leading to the award of a degree in Mass corn rn unication of Kampala International University.
7 CHAPHER TWO LITERATURE REVIEW
2.1 Introductions. This chapter consists of the theoretical framework and the related literature. Therefore, the researcher reviewed all the relevant literature available on internet and in major libraries across Uganda. A logical and systematic review of the literature made the completion of this study possible.
2.2 Theoretical framework on changing technologies Virtually all Ugandan media have been impacted with the emergency of World Wide Web, which has resulted into most of them having an internet presence. The Internet has the ability to provide feedback quickly and easily from receivers to senders. The Internet has introduced mass interaction to mass media through the use of chats, blogs and so many other applications which arc being put to use in the mass communication field. The innovation has led to a visible change in the way mass communication is being practiced in Uganda. The various aspects have witnessed different technological innovations ranging from the print media to the broadcast media. In chronological order, the print media was the first to witness this change before the radio and the television medium. This study is however premised on certain technological theories first of which is the Domestication theory Domestication theory is an approach in media studies that describes the processes by which innovations, especially new technology is tamed’ or appropriated by its users. First, technologies are integrated into everyday life and adapted to daily practices. Secondly, the user and its environment change and adapt accordingly. Thirdly, these adaptations feedback into innovation processes in industry, shaping the next generation of technologies and services. The theory was initially developed to help understand the adoption and use of new media technologies by households (Silverstone et al. 1992), but has since been expanded in the innovation literature as a tool to understand technologies and innovations entering any consuming unit (workplace, country etc. e.g. Lie et a!., 1-labib, Punie, Sorenson) that can be analyzed economically, culturally and sociologically. The domestication approach considers both the practical and the symbolic
8 aspects of the adoption and use of technologies, showing how these two elements- the meanings of things, and their materiality, are equally important understanding how technologies become part of everyday life. It is a foremost a social theory as it highlights the negotiations, challenges to power and control, rule-making and breaking that accompany the introduction of technologies into any social setting.
Taking a look at the Ugandan situation, it is evident that the domestication theory is applicable to what is obtainable. Many of the traditional media had a conventional way of relaying information however, over time, with the changing technology, media organizations began to adapt to the various innovations to suit their mode of operation. Online versions of the traditional media such as the face book, Google, yahoo, twitter what’s up have been created to match up with the ever changing technology. Domestication theory highlights the role of users in innovation - the work done by individuals and communities in order to make a technology from the outside do practical work, and make sense within that community. This strand of work links to the role of end users, lead users etc. in long term innovation process (Williams et al. 2004). This indicates the role of the various individuals who have capitalized on this innovation by creating news forums, blog sites, social networking sites for news and lots more. However, the principal criticism of the domestication approach is its reliance of detailed case studies, and its rather descriptive approach which is difficult to turn into prescriptive lessons of the type required by business and policy makers. However, this rich-descriptive approach is also its strength: it enables processes and the complex interplay of artifacts and cultural values to be explore in much more depth than individualistic, quantitative methods. The Domestication approach, describing the integration of technologies into social relationships and structures using evidence obtained using qualitative methods, stands in sharp contrast to individualistic and quantitative approaches. This theory, however, is relevant to this study due to the fact that it is able to establish a relationship between the new innovations and how the media takes the form and inculcate the various changing technologies into their mode of operation.
9 2.3 Related literature 2.3.1 Technology According to Ambrose, Stanley H. (2001), Technology is the making, modification, usage, and knowledge of tools, machines, techniques, crafts, systems, and methods of organization, in order to solve a problem, improve a pre-existing solution to a problem, achieve a goal, handle an applied input/output relation or perform a specific function. It can also refer to the collection of such tools, including machinery, modifications, arrangements and procedures. Technologies significantly affect human as well as other animal species’ ability to control and adapt to their natural environments. The term can either be applied generally or to specific areas: examples include construction technology, medical technology, and information technology.
Technology and mass communication have always been in a sort of competition. This is due to the fact that for every new form of technology that evolves the mass media has a way of inculcating it into mass communication practices. From Johann Gutenberg’s invention of the printing press in the 15th century, via an abundance of technological advances in the fields of communication, printing, database and computing technology, before finally arriving where mass communication has gotten to today. Various technologies have created new forums and avenues for the mass communication field which keeps evolving on a daily basis. Ambrose, Stanley H. (2001).
The mass media are all those media technologies that are created to reach a large audience through mass communication. Broadcast media (also known as electronic media) transmit their information electronically and comprises of television, radio, film, movies, CDs, DVDs, and other devices such as cameras and video consoles. Alternatively, print media use a physical object as a means of sending their information, such as a newspaper, magazines, comics, books, brochures, newsletters, leaflets, and pamphlets.
The organizations that control these technologies, such as television stations or publishing companies, radio stations and even online stations are also known as the mass media or new media.
10 The importance and role of technology in the media process cannot be over emphasized as since the evolution of technology, visible changes have been recorded jn the success of the media. A medium can come in various forms like print, broadcast or digital. The last decade has brought some important new technologies for the mass media. In 1991, the first usable portable computers were developed. Around the same time, mobile phones started to make their entry. In 1994, the internet became commercially available. Within two years, ‘everybody” had heard about the internet, and after another two years the number of available web sites had nine-doubled to more than 20 million different sites. From being a tool for the American military and educational institutions, the Internet has become a commodity service, freely available to anybody who wants to use it. Stanley H. (2001). l-luesemann (2011) stated in his findings that the human species’ use of technology began with the conversion of natural resources into simple tools. The prehisto~ical discovery of the ability to control fire increased the available sources of food and the invention of the wheel helped humans in travelling in and controlling their environment. Recent technological developments, including the printing press, the telephone, and the Internet, have lessened physical barriers to communication and allowed humans to interact freely on a global scale. However, not all technology has been used for peaceful purposes; the development of weapons of ever-increasing destructive power has progressed throughout history, from clubs to nuclear weapons. Technology has affected society and its surroundings in a number of ways. In many societies, technology has helped develop more advanced economies (including today’s global economy) and has allowed the rise of a leisure class. Many technological processes produce unwanted by products, known as pollution, and deplete natural resources, to the detriment of Earth’s environment. Various implementations of technology influence the values of a society and new technology often raises new ethical questions. Examples include the rise of the notion of efficiency in terms of human productivity, a term originally applied only to machines, and the challenge of traditional norms. Huesemann (2011).
Philosophical debates have arisen over the present and future use of technology in society, with disagreements over whether technology improves the human condition or worsens it. Neo
11 Ludd i sm, anarcho-prim itivism, and similar movements criticize the pervasiveness of technology in the modern world, opining that it harms the environment and alienates people; proponents of ideologies such as transhurnanism and techno-progressivism view continued technological progress as beneficial to society and the human condition. Indeed, until recently, it was believed that the development of technology was restricted only to human beings, but recent scientific studies indicate that other primates and certain dolphin communities have developed simple tools and learned to pass their knowledge to other generations. Kremer, Michael (1993).
Mumford, Lewis. (2010) noted that the use of the term “technology” has changed significantly over the last 200 years. Before the 20th century, the term was uncommon in English, and usually referred to the description or study of the useful arts. The term was often connected to technical education, as in the Massachusetts Institute of Technology (chartered in ~861).
Technology can be most broadly defined as the entities, both material and immaterial, created by the application of mental and physical effort in order to achieve some value. In this usage, technology refers to tools and machines that i-nay be used to solve real-world problems. It is a far-reaching term that i-nay include simple tools, such as a crowbar or wooden spoon, or more complex machines, such as a space station or particle accelerator. Tools and machines need not be material; virtual technology, such as computer software and business methods, fall under this definition of technology. Mumford, Lewis. (2010).
The word “technology” can also be used to refer to a collection of techriques. In this context, it is the current state of humanity’s knowledge of how to combine resources to produce desired products. to solve problems, fulfill needs, or satisfy wants; it includes technical methods, skills, processes, techniques, tools and raw materials. When combined with another term, such as “medical technology” or “space technology”, it refers to the state of the respective field’s knowledge and tools. “State-of-the-art technology” refers to the high technology available to humanity in any field.
12 In the modern world of today, technology plays a big part in the media industry. There are advantages and disadvantages to this.
The advantages of new technology The advantages of new technology is that it keeps us up to date with current affairs. Information is more accessible especially with the internet and the use of WAP (Wireless Application Protocol) technology and message alerts on mobile phones.
The disadvantage is that we depend in a way on technology like mobile phones for instance. A mobile phone is like a piece of clothing; we put it on in the morning and take it off at night. There are more new demolishes being introduced to the world so it influences everything. All current technology is being improved and new technologies are being introduced with the older technologies being introduced to poorer countries as the prices go down. New technologies are usually expensive and so aren’t being distributed widely but as time goes by technology is going down in price but then the result is the market loses out unless there is a huge number being sold then the product will be took off the market. There are developments on how information gets to us as broadband internet is spreading so there is things like IPTV (Internet Protocol Television) which is a service used to transfer television programmed to subscribers via their internet connection. This is expected to spread as more and more people are availing of broadband with up to 100 million people using it nowadays. This is connected with the Video on demand (VOD) systems which allow users to select and watch video content over a network as part of an interactive television system. Cable, digital and satellite television has changed and improved giving viewers more access and control over what they see. High Definition Television (HDTV) is a new thing SKY is incorporating into their programmes with ñiore clarity in the picture and sound with less distortion. There will be two new formats in the form of Sony Blu-Ray and Toshiba l-ID-DVD These will use new High Definition technology as well as the old DVDs. A lot of people like to upgrade so this will be the new upgrade to your current television and video system producing better quality pictures. I think this will have a major impact on how we see things again and will sooner or later will be just be another technology. I think it will have a big
13 impact on the gaming market as the Playstation will have this technology and so the gaming world will have more of an audience.
Mobile television is a recent technology and changes the way we see television reducing it down to something small and so it must be interesting as people’s attentions spans are smaller than what they use to be, because of digital television as people have so much choice, we flick through the channels to find something interesting so whatever is shown on a mobile must be quick and snappy and to the point. The way we use phones in a way is affecting our communicating techniques and with the introduction of mobile television, we will lose out and the companies will cash in. The days of one on one discussion are becoming less and less due to the fact we have phones to do it for us. Radio is developing and becoming more widespread due to the internet. A new technology called Digital Radio (DAB) is being introduced and make make sound waves more clearer eliminating interference as with AM/FM frequencies. This way it will become more widespread not depending on strong signals to transfer data especially over the internet on broadband in particular. People will find radio more accessible which will effect the way people accept radio making it more worthwhile. Digital cinema is a another new developing technology. Nowadays film comes in reels of 35mm which is projected onto to a cinema screen using a film projector. In the future films will be transferred to a cinema by getting a code and downloading the required film via broadband internet to a massive hard drive storage where it will be played out from. This will be a quick process and will increase the quality of the picture with clean sound and picture unlike the 35mm.
The development of the internet with the use of broadband nowadays will be essential to the access of information. Monitoring of the internet will be more prevalent due to child pornography sites and the easily accessible sites unsuitable for children. There will be a smackdown on this but not a complete one because of the vastness of the internet. The internet will still be a valuable commodity to people with more and more people using it as it is being thought in schools all around the world.
Podcasting is another format that has come into usage. I pods have become more widespread
14 now so the use of I pods to advertise, etc is a useful way to get information across. I pods call hold up to 40 GB (Gigabytes) of space so are a valuable commodity. There are universities and colleges that can transfer a lecture to your i-pod which is useful to people who work outside college.
Blogging is something being used a lot on the internet with even a specialised site for blogging. The moderation of blogging will change with less and less blogs being posted due to only the best blogs being posted due to consistency, the quality of them and their material. Journalists may use their best blogs to sell themselves and get their point(s) across effectively. Media Production will become more digital doing away with analogue equipment eventually. Newspapers may be viewed through people’s phones if they subscribe. There may be less and less equipment being used as the digital equipment could use infra red or some other technology to transfer data. There are more digital cameras on the market at low prices as well so most people own or will own a cam-corder or camera or both so there will be more and more amateur fbotage shot just like during the September the 11th attacks in America in 2001.
The rapid rate at which technology is developing with new and improved technologies being developed everyday will take it’s effect on society. We’re are in a very technical age with many 1~oducts we have to depend upon like mobile phones, the internet, television and radio, etc. Our economy will improve to an extent but the consumer might fall out as the cost of making a product will have to result in high prices for new technologies thus reducing the market for it until it falls down in price depending on the quantity sold, the consumer will have his/her work cut out for himself/herself. A lot of stuff can be bought over the internet and that will become more apparent with companies cashing in on this advertising their products for cheaper on the internet. The fact is, it is up to the media industries to keep up to date with new methods and technologies to expand or keep going making a profit while doing this. As television is improving with new technology like HDTV so will cinema have to improve finding new ways to distribute films and attracting audiences as most people like the comfort of watching a film at
15 home, cinema may have to become more private with home cinema systems becoming more attractable due to HDTV and the developing technology of HD-DVD and Sony Blu-Ray.
2.3.2 Traditional mass media Marketing communication has evolved in recent years as communications between the companies and their customers turn from one-way to interactive. New communications technologies have widened opportunities for companies to contact their prospects or customers more conveniently, creating a close relationship between the company and its customers. More interactivity and frequency of contacts are expected to dominate the ways we reach our target audience in the near future.
In this study, we will explore all major types of channels which marketers communicate with the customers including mass media, the Internet and mobile phones. We will analyze and compare the channel characteristics of each medium. In addition, we will compare mass media, the Internet and mobile phones by analyzing the significant elements in the communication process model by Schramm (1955). Moreover, implications for new opportunities in building brand equity using these media will be provided, very low when we consider the number of target audience reached. Mass media provide one-way, non-personal communication, where the audience is unable to interact with the sender of the message and there is no real person to communicate with them.
Traditional mass media can be broadly divided into three categories: print, broadcast and support media (Belch & Belch 2009). Print media include newspapers and magazines. Broadcast media include television and radio, the signals of which can be transmitted via wired or wireless communication. Support media include the rest which are not broadcast or print such as out of home media, promotional products, point of purchase materials, captive location medium and entertainment program communication (Hongcharu, 2008).
We have witnessed the rapid penetration of the Internet since the late 1990’s. The Internet has been utilized for marketing communications from its beginning. It is a more convenient and cost
16 efficient means for marketing communication. Besides, it provides a two-way interaction with target customers. Websites are created to help customers understand more about the products or services, to persuade and change their attitudes and to elicit purchase and repurchase. The Internet can process all formats of information from number, text, still picture, voice and motion picture, filling in defects of the traditional mass media, since all the mass media can only process certain formats of information. For instance, print media cannot process voice and motion picture, while radio cannot process both still and motion pictures, etc. Therefore, every mass medium company must have a website to complement the content of its channel. However, the Internet technologies are not prevalent as most people do not possess a computer or it is still inconvenient for the audiences to turn on the Internet anywhere they want. Mobile phones become the only interactive medium that is possible to reach the target audience personally at all time. Evolved from the fixed line phone, the most familiar interactive medium, mobile phone gains popularity very rapidly because it is a personal communication device. Mobile phones have given an opportunity for marketers to communicate with their target market interactively as mobile phones are gradually transferred all the features of computers and the Internet such as the information processing capabilities. With its capability of reaching the target customers individually and ubiquitously, mobile phones possess great marketing potential which marketers need to explore. However, the display monitors and keyboards for mobile phones are often too small for the users to see and type conveniently.
In many previous studies on traditional media, the interactive media was the term generally used to include new media that depend on the World Wide Web or cyberspace, and the term ‘Interactive media” was typically applied to the Internet which may or may not include mobile phones (Ilanssen, Jankowski & Etienne, 1996; Smethers, 1998; Huhtarno, 1999; McMillan & Hwang, 2005; Hongcharu & Eiamkanchanalai, 2006). However, .in this study, we treat mobile phones separately from the Internet, as mobile phones constitute many different features which cannot be found in the Internet, The main one is its ubiquity since mobile phones can be with the users at all time and at anywhere they want to take them to, while the Internet does not fully possess this capability at the moment, as this difference distinctively affects the level of interactivity and frequency of communications between the sender and the receiver. Thus, the
17 Internet in this study will be confined to any communication channel~ except mobile phones, which can provide the Internet services to customers e.g. desktop and laptop computers.
In its earliest years, people knew radio by a different name and ~inderstood it as a very different form of communication. What we now take for granted a model of broadcasting music, news, and entertainment programming took two decades to evolve (Douglas 1987; McChesney 1994; Schiffer 1991).
For 10 years after its invention by Marconi in 1895, people called radio the wireless. Early radio was essentially the same technology we know today; it used the electromagnetic spectrum to transmit audio signals from sender to receiver. However, the social forces that later shaped the direction of radio technology had not yet coalesced, so the meaning of the technology was different. Corporate consolidation of the radio industry had not yet occurred, the government had not yet regulated the use of the electromagnetic spectrum, and investors had not yet recognized the profitability of producing household radio receiving devices. The wireless had not yet become radio.
Synchronicity. According to Lui and Shirum (2005), synchronicity is the degree that the sender sends the message to the receiver and the receiver can respond to the message simultaneously. The highest synchronicity can be found in mobile phones. Mobile phones offer the most instantaneous responses among all of the interactive media. E-mails and other communications through the Internet always take some time for us to wait for the responses from the communication partners. However, synchronicity cannot be found in the traditional mass media as they do not have the interactive capabilities. For mass media, the sender may not expect any response from the receiver or it may take a very long time to depend on other interactive media such as mail, e-mail or telephone to help them connect with their receivers.
Anonymity and Privacy. Anonymity is the ability for the participants in the media to conceal their identity. For mass media, the senders must reveal themselves to the receiver. 1-Towever, this is not possible vice versa, making it very difficult for the sender to get the responses from the
18 receiver. Since the Internet is two-way, non-personal communication, the level of anonymity is high. Currently, it is possible for people who are interacting in the Internet to conceal their identity. They feel more comfortable to provide sincere opinions about the products or services, generating words of mouth to other prospects. (Hongcharu & Eiarnkanchanalai, 2007). With the high level of privacy, the Internet is increasing utilized to sell products or services that cannot be sold in the traditional outlets, such as private financial consulting, pornography, erectile dysfunction medicines, etc. For mobile phones, the senders and receivers are expected to know each other to a certain level, as the numbers of the receiver is shown and the sender can decide not to pick up the call. Thus, the level of privacy in mobile phones is low. Even the SMS also reveals the number or the identity of the callers which is different from e-mails which are more difficult for the receivers to interact or trace the identity of the senders instantly.
Information Processing. We can classify traditional mass media based on the ways their audience process the information: self-paced and externally paced (Belch & Belch, 2009). Self-paced media allow their audience to take time to process the information. Generally, they are print media such as newspapers or magazines. On the other hand, the information processing of externally-paced media cannot be controlled by the audience. It is rather controlled by the senders of the media. Externally paced media are electronic ones such as television and radio where it is impossible for the audience to slow down or fasten the incoming messages. Nevertheless, the traditional means to classify mass media by the ways the audience process the information cannot be applied for interactive media. This is because most interactive media can p~~ocess all formats of information from number, text, still picture, voice and motion picture. Therefore, all of the interactive media including mobile phones are both self-paced and externally paced at the same time.
Audience’s Control. Generally, the users of the Internet-based technologies have a full control of what they want to receive (Hoffman & Novak, 1996). The users can decide whether to click on a banner to view the ads, while the users of the traditional mass media do not have such an alternative. They are forced to watch or hear the message they sometimes do not want, especially for the broadcast media. With the power to receive the information shifted to the receivers,
19 marketers must design the message to capture the needs of their audience. This requires them to pay
Characteristics of Traditional Mass Media, The Internet And Mobile Phones Traditional mass media have been popular communication channels for building brands, since they are capable of reaching a large number of audiences at one time. Therefore, the relative cost of using these media is attention more to the customer data and to find out what their customers’ preferences are. The high level of audience’s control is also found in the mobile phones where the audience may choose to ignore the message or not to accept the calls. Thus, the marketers must design the message to attract the customers. This can be done through sales promotion programs that the customers need to follow. The marketers must analyze the prior sales promotion programs that worked in the past and try to offer the ones that they have shown interest or interact with the company based on the target market’s past behaviors. Moreover, marketers can offer their audience rebates, discounts or premiums if they permit the company to send them news or promotional offers, etc. Carl R. (2007).
Self-delivery. The Internet enables the delivery of informational products or services to customers directly. This makes it possible for marketers to deliver to their customers if their products can be downloaded or sent to the customers directly. Products or services in picture, voice, numbers, text can be delivered to customers. With this capability, some services can also be provided through the Internet such as translation, accounting services, information search, etc. Mobile phones are gradually mimicking this feature of the Internet and will finally be the device that is closest to the customers. Traditional mass media cannot deliver products or services directly to customers. Carl R. (2007).
Purpose-based Searching. The users of the Internet must know what they want to search since the Internet is a place that is full of information (Rodgers & Thorson, 2000). Mobile phones also allow their users to search for information in the same way as the Internet does, or the users can receive calls or SMS’s without any intention to receive the information. However, if the display technology of the mobile phones improves, it will function like the Internet, and receivers can
20 search for information. This will benefit the users even more because they can be with the users at anywhere and any time. On the other hand, the users of the mass media do not necessarily form an objective to search for information.
Contextual Availability. Contextual availability refers to the availability of the environment by which the marketing communication messages are surrounded. It can be noted that different types of media possess different amount of context surrounding their messages. For instance, there are more opportunities for marketers to choose the environment in the mass media appropriate for their messages to the target audience. Broadcast media depend on programs to sell the airtime for advertising, while print media rely on different columns to attract readers for advertising messages. The contextual availability is important because it allows marketers to choose the right environment for their messages to create rational and emotional appeals. This environment affects the way audience process the information of an ad. Aylesworth and MacKenzie (1998) found that television ads that followed a negative mood program were processed in a less systematic way than those that followed a positive one. In the Internet, even though there are plenty of contexts available for marketers to insert their marketing communication messages, the contexts are scattered and, most of the times, they are too specific for certain types of audiences. Mobile phones still do not have enough space and time like the mass media to create an environment for marketers to insert the marketing communication messages.
Media technologies are structural constraints. Like all structures, they have been developed by humans and, subsequently, both enable and limit human action. How they do this is at the center of a sociological understanding of media technology.
According to Carl R. (2007), Media is derived from the Latin word for middle. This signifies that the media are in the middle of a communication process, specifically, in between the sender and the receiver of a message. The early use of the term media was as part of the phrase mass media of communication. We long ago dropped the explicit reference to communication in everyday language and talked of the mass media—and in some cases simply the media. But it is useful to
21 remember that media technologies of all sorts have social significance because they enable and affect forms of human communication. As a result, they raise unique sociological issues. Beyond their common role as a mechanism of communication, however, media technologies vary. Two important phases of media development are what we might call traditional mass media versus “new” media. Media, before the rise of the Internet, can be thought of as belonging to the era of traditional mass media, which typically involved: One—to—many communication With anonymous receivers Through one-way communication channels With a clear distinction between producers and receivers. Let’s consider these features more closely.
Third, traditional forms of mass media typically enable one-way communication that does not allow direct feedback from receivers of the messages. That is, these media are not interactive. When we read a book or a magazine, listen to the new CD we just bought, or turn on the television, there is no way to use those media to directly respond to the messages we have received. We could, if we wanted, take the time to write or call the distributor, producer, or author to let them know how much we liked or disliked their book, music, or television program, but that would be using another media form.
Finally, these one-way communication channels create a clear distinction between producers and receivers of media content. With traditional mass media, the producers of nearly all content are commercial companies, nonprofit media organizations, and governments, while ordinary people are limited to being audience members. Galician, Mary-Lou (2004). According to the study by Galician, Mary-Lou (2004), Digitization and the rise of the Internet have blurred the boundaries between types of media and changed the broad parameters that used to be associated with all mass media. As a result, it makes more sense to speak of “new” media as breaking significantly with many of the features that characterize traditional mass media. We place the term new in double quotes because the “new” media, of course, are no longer new; the Internet is well into its third decade. However, no other single umbrella term has yet emerged to
22 encompass the variety of media that now exist and to flag their distinctiveness from traditional mass media. For now, we’re stuck with the awkward term: “new” media.
“New” Media: Digitization, the Internet, and Mobile Devices Any media content that is digital can be stored as the is and Os of computer code, including text, audio, pictures, and video. This digital content can be delivered via different media, such as a compact disk (CD), digital video disk (DVD), or digital radio or television broadcast signal. By itself, the shift from analog (nondigital) to digital media content was significant. A music CD, for example, has different properties than a phonograph record; CDs typically have lower audio quality. but they are immune from the accumulation of scratches and pops that eventually plague vinyl records. And identical copies of a CD’s content can be made easily on a computer. However, much more significant changes developed when digital media content was united with the Internet. Newhagen, J.E. (1999).
The Internet is the communications platform on which digital media content can be delivered to a wide variety of devices, including desktop computers, wireless laptops, smartphones, and other mobile devices. Over the past few decades, the growth of digital media, the rise of the Internet, and the proliferation of mobile devices have combined to burst open the very meaning of mass media in several ways (Bolter and Grusin 2000; Lister et al. 2009).
First, the Internet blurs the distinction between individual and mass audiences, and replaces the one-to-many model of traditional mass media with the possibility of a many-to-many web of communication. This can be seen as people use the Internet and digital content for individual communication with single known recipients (e-mail, instant messaging), small group communication with a limited number of recipients (forums, social networking sites, microblogging like Twitter), and mass communication with an unlimited number of unknown recipients (websites, blogs, streaming video). This blurring of the boundaries between communication to individuals and communication to a large audience has led observers to often replace the language of mass media with that simply of media (though we will see later that there is still good reason to pay attention to distinctions in audience size).
23 Mass media is the means for delivering impersonal communications directed to a vast audience. The term media comes from Latin meaning, ‘middle,” suggesting that the media’s function is to connect people. Media bias refers to the bias of journalists and news producers within mass media. Bias exists in the selection of events and stories that are reported and how they are covered. A technique used to avoid bias is the “round table,” an adversarial format in which representatives of opposing views comment on an issue.
Mass media is the means for delivering impersonal communications directed to a vast audience. The term media comes from Latin meaning, “middle,” suggesting that the media’s function is to connect people. Since mass media has enormous effects on our attitudes and behavior, notably in regards to aggression, it contributes to the socialization process. Newhagen, J,E. (1999). The history of mass media can be traced back to the days when dramas were performed in various ancient cultures. This was the first time when a form of media was “broadcast” to a wider audience. The first dated printed book known is the “Diamond Sutra”, printed in China in 868 AD, although it is clear that books were printed earlier. Movable clay type was invented in 1041 in China. However, due to the slow spread of literacy to the masses in China, and the relatively high cost of paper there, the earliest printed mass-medium was probably European popular prints from about 1400. Although these were produced in huge numbers, very few early examples survive, and even most known to be printed before about 1600 have not survived. The term “mass media” was coined with the creation of print media, which is notable for being the first example of mass media, as we use the term today. This form of media started in Europe in the Middle Ages. Nerone, John (2006).
Johannes Gutenberg’s invention of the printing press allowed the mass production of books to sweep the nation. He printed the first book on a printing press with movable type in 1453. The Gutenberg Bible, one of the books he published, was translated into many different languages and printed throughout the continent. The invention of the printing press in the late 1 5th century gave rise to some of the first forms of mass communication, by enabling the publication of books and newspapers on a scale much larger than was previously possible. Galician, Mary-Lou
24 (2004). The invention also transformed the way the world received printed materials, although books remained too expensive really to be called a mass-medium for at least a century after that. Newspapers developed from about 1612, with the first example in English in 1620; Galician, Mary-Lou (2004). but they took until the 19th century to reach a mass-audience directly. The first high-circulation newspapers arose in London in the early 1800s, such as The Times, and were made possible by the invention of high-speed rotary steam printing presses, and railroads which allowed large-scale distribution over wide geographical areas. The increase in circulation, however, led to a decline in feedback and interactivity from the readership, making newspapers a more one-way medium. Newhagen, J.E. (1999).
The phrase ‘the media” began to be used in the 1920s. Briggs, Asa & Burke, Peter (2010). The notion of “mass media” was generally restricted to print media up until the post-Second World War, when radio, television and video were introduced. The audio-visual facilities became very popular, because they provided both information and entertainment, because the colour and sound engaged the viewers/listeners and because it was easier for the general public to passively watch TV or listen to the radio than to actively read. In recent times, the Internet become the latest and most popular mass medium. Information has become readily available through websites, and easily accessible through search engines. One can do many activities at the same time, such as playing games, listening to music, and social networking, irrespective of location. Whilst other forms of mass media are restricted in the type of information they can offer, the internet comprises a large percentage of the sum of human knowledge through such things as Google Books. Modern day mass media consists of the internet, mobile.phones, blogs, podcasts and RSS feeds. Bhattacharyya, Ajanta (2011).
During the 20th century, the growth of mass media was driven by technology, including that which allowed much duplication of material. Physical duplication technologies such as printing, record pressing and film duplication allowed the duplication of books, newspapers and movies at low prices to huge audiences. Radio and television allowed the electronic duplication of information for the first time. Mass media had the economics of linear replication: a single work could make money. An example of Riel and Neil’s theory. proportional to the number of copies
25 sold, and as volumes went up, unit costs went down, increasing profit margins further. Vast fortunes were to be made in mass media. In a democratic society, the media can serve the electorate about issues regarding government and corporate entities (see Media influence). Some consider the concentration of media ownership to be a threat to democracy. Elliot D (2005)
2.3.2.1 To Explore how technology has impacted the traditionai mass media in regard to news papers, television, radio, print media and advertising.
According to Burke, Peter (2010). Media technologies are structural constraints. Like all structures, they have been developed by humans and, subsequently, both enable and limit human action. How they do this is at the center of a sociological understanding of media technology.
As we noted, media is derived from the Latin word for middle. This signifies that the media are in the middle of a communication process, specifically, in between the sender and the receiver of a message. The early use of the term media was as part of the phrase mass media of communication. We long ago dropped the explicit reference to communication in everyday language and talked of the mass media——and in some cases simply the media. But it is useful to remember that media technologies of all sorts have social significance because they enable and affect forms of human communication. As a result, they raise unique sociological issues. Burke, Peter (2010).
Beyond their common role as a mechanism of communication, however, media technologies vary. Two important phases of media development are what we might call traditional mass media versus “new” media.
Traditional Mass Media Media, before the rise of the Internet, can be thought of as belonging to the era of traditional mass media, which typically involved: ~ One—to—many communication • with anonymous receivers • Through one-way communication channels
26 with a clear distinction between producers and receivers.
Let’s consider these features more closely. Some forms of media, such as the traditional landline telephone, connect one individual with another single individual; they have a one-to-one orientation. Mass media, however, enable communication to be sent from one source and be received by a large audience elsewhere; they have a one-to-many’ orientation. A newspaper, for example, is produced by a particular news organization and is sold to a large group of readers. There is one sender, the news organization, and there are many receivers, all of the readers. Films. television, and music are similarly centrally produced, and they are distributed through various channels to often large audiences. Burke, Peter (2010).
2.3.2.2 To find out the effects of technology to the traditional mass media in Uganda We usually take it for granted, but a live television image of an event that is hundreds or thousands of miles away is an astonishing manipulation of time and space. We can “be there” without being there, and we can experience the events instantaneously, joining in what Tomlinson (2007) calls a “telemediated cultural experience” (p. 74). For example, Major League Baseball’s World Series was under way in the San Francisco Bay area when the 1989 Loma Prieta earthquake occurred. Residents of Boston or Dallas who had their televisions turned on to the game received more and faster information about the size and scope of the earthquake than did local San Francisco residents, whose electricity and phone service were knocked out. Through media technology, those further away learned more than those closer to the event, and they learned it almost instantaneously.
This is just one of the ways that medium theorists say electronic media and new communications technologies have changed the way people experience time and space. And this influence extends beyond television.
A society’s dominant media help set the rhythm of social life. For a long time, the daily newspaper and later the evening news broadcast—created a particular news cycle; essentially, news was updated once a day. The introduction of specialized cable news channels, beginning with CNN in
27 1980, changed all that. Founder Ted Turner’s original vision for CNN was for it to be, in essence, a televised newspaper that offered more serious and in-depth news than was found on television’s brief 30-minute evening news (Turner and Burke 2008: 165). However, instead of depth, cable news came to emphasize speed, spotlighting its unique ability to be the first to cover an event— often live. This led to the now-familiar, never-ending news cycle where cable news, websites, and other news sources are constantly updated throughout the day and news outlets compete to be the first to report a story. Critics charge this approach leaves little time for reflection or in-depth analysis, results in chaotic and unreliable news, and makes the news media more susceptible to manipulation by sources (Kovach and Rosenstiel 1999, 2010). So the growth of cable television technology, and cable news in particular, coupled with the more recent addition of web-based news sites, has changed our sense of time in relation to the news. Waiting 24 hours for a news update now seems like an eternity.
Time Shifting Media technologies have also given users more control over time. To watch or listen to a particular program, traditional broadcast media required audience members to tune in at a time determined by the broadcaster. Time shifting refers to the practice of recording or downloading media content to watch or listen at a later time that is more convenient for the audience. The VCR and audio cassette tape player were the first widely available technologies to enable time shifting. Later digital technologies such as the DVR and the MP3 player made time shifting much easier and more popular. Now, viewers can record television programs for later viewing or watch them from a website at times of their choosing. They can also download podcasts for later listening at their convenience. Portable laptops and mobile devices such as smartphones and MP3 players also enable place shifting enabling users to access media content anywhere as well as any time.
Crossing Social Boundaries Meyrowitz (1985) recognized that television compressed distances and transcended physical boundaries by allowing us to see things that were far away. However, he emphasized that television transcended social boundaries as well. Before the development of electronic media, our social roles and identities were closely tied to the physical places where we performed these roles.
28 Because electronic media enable us to transcend physical distances, they also allow us to overcome boundaries. For example, Meyrowitz (1985) points out that, in earlier eras, children would have to know how to read—and be sophisticated enough to understand—the content of adult-oriented print media to access adult social life. But as a visual medium that does not require literacy, television allows children to see parts of the social world that were previously hidden or difficult to access, thus “blurring” childhood and adulthood. By showing children the “backstage” behaviors of adults, television permits children to be “present” at “adult interactions”—socially, if not physically. The result is that an important boundary between adults and children, which in the past was reinforced by different levels of reading skill, no longer holds. (This may have a good deal to do with the popular belief that children grow up faster today than they did in the past.) In providing such access, television competes with the socializing role of parents, schools, and other agents and provides children with ideas and images that often contradict the stories and myths handed down in the family and at school.
Localism and Virtual Communities Media technologies have altered our sense of space and place in other ways as well. For example, traditional media tended to be rooted in a particular physical location. Newspapers were grounded in particular cities, and radio stations produced their programs locally. Today, though, with satellites and the Internet, many forms of media are placeless. USA Today, ungrounded in any particular city, is the nation’s most-read newspaper, while the New York Times website is among the most popular sites anywhere in the country. Meanwhile, radio stations that are programmed remotely from corporate headquarters, satellite radio, and Internet radio streaming have largely displaced “local” radio. Rocker Bruce Springsteen bemoaned this loss of place in his aptly named song “Radio Nowhere.” Burke, Peter (2010).
By affecting our sense of place, media technologies have also altered our sense of community. Birkerts (1994) notes that new media technologies created an entirely new social space, cyberspace, which allows for new forms of interaction with little donnection to the physical world. People can take on new identities in cyberspace, transcending the limits and the responsibilities of their physical environments at least temporarily.
29 The concept of virtual community (Rheingold 2000) suggests that communities no longer need to be geographically based. People all over the globe can become “virtual” neighbors through the space-bridging technology of the Internet. By “friending” others on Facebook, joining discussions in chat rooms or online forums, and playing in virtual worlds, users can employ the Internet to connect with others. According to Rheingold (2000), the Internet can constitute a powerful antidote to the loss of traditional community values and can help reestablish social ties. However, a plethora of research suggests that online networks have a more complex relationship to geographic communities. Online networks, for example, sometimes supplement physical communities, providing new means of communication that can facilitate interaction among neighbors, but such online connections are not likely to replace the place-based bonds associated with neighborhoodbased communities (Hampton and Wellman 2003; Van Dijk 1998; for an overview, see Jankowski 2006).
Finally, the loss of media rooted in distinct physical places has been accompanied by the loss of media content that is located in distinct social spaces. For example, with the Internet and mobile media, the distinction between public and private has become blurry, and this process is intensified by new forms of mobile media (Ling and Campbell 2009). Issues and topics once thought to be private—belonging to a separate, backstage personal sphere of social life—are increasingly discussed in and displayed on the public front stag~ of media. This shift of social space ranges from the spectacle of television talk shows that expose the intimacies of dysfunctional families to Facebook pages, tweets, and Tumblr posts through which individuals reveal the often mundane details of their daily lives.
Network Society With the rise of the Internet, Manuel Castells (2001) provocatively claimed that “the network is the message.” For Castells, the Internet is the technological basis of a new organizational form, the network. In his work, the boundaries between network as a form of social organization and network as a technological infrastructure are blurred. Castells (2000) argues that, in the Internet age, our “network society” is rooted in telecommunications and new media and has been reshaped
30 by the flow of information that is independent of physical proximity. In addition, our perception of time is modified by the immediacy of communication technologies. Time is “dissolved,” and this process has been accelerated by wireless and mobile technology (Castells et al. 2006).
But despite his invocation of McLuhan, Castells has a much more sophisticated analysis that recognizes the role of human agency in shaping media technology. In fact, the Internet, says Castells (2001), is “a particularly malleable technology, susceptible of being deeply modified by its social practice” (p. 5). Three independent processes in the last quarter of the 20th century contributed to the rise of the network as a new organizational form and its technological counterpart. the Internet: (1) pressure from the corporate sector to globalize capital, production, and trade; (2) citizen demands for individual freedom and open communication; and (3) unprecedented advances in the telecommunication and computing fields, which paved the way for the microelectronic revolution. Thus, unlike technological determinists, Castells highlights the interaction between technological capacities and human agency. According to Castells, the Internet works as a lever for the transition to a new form of society, one in which the power of information, and therefore the possibilities of participation, are potentially distributed throughout the full range of human activity.
According to Ajanta. (201 1), With all these developments that have affected our sense of time and space, media technologies have enabled change to occur, but social forces ultimately have determined the specific form of these changes. Competition and market forces influenced the rise of the never-ending news cycle. Users chose to have more control over when and where they watched and listened to media content often to the dismay of traditional media companies. A lax regulatory environment that allowed growth in media conglomerates, coupled with cost-conscious commercial media firms, helped produce the consolidation of media ownership that led to the expansion of media without local roots. And many people voluntarily gave up their privacy on Facebook pages and TV talk shows, while developers of social networking sites, television producei~s, and advertisers encouraged these behaviors. Ultimately, it is how media technologies are used. rather than the technologies themselves, that helps to shape our sense of time and place.
31 Postman’s close historical analysis connects the decline of serious substance in the media to the impact of even earlier technologies, in particular, the role of the telegraph and the photograph, in cultural change. By altering our sense of physical place specifically, by making it possible to communicate with people who were physically distant the telegraph, according to Postman, challenged the world defined by print in three fundamental ways. First, because they could get information from faraway places, newspapers were full of stories that were largely irrelevant to their readers. News no longer had to have any relationship to its audience, nor did information have to be functional in any way it just had to be “new.” Daily news consisted of new things, and novelty became more important than relevance. Second, because the telegraph made it easy to transmit so much information, little of which was relevant to the lives of readers, news no longer had any connection to action. People could not do anything about the things they read about in the paper. Information may have been abundant, but events were happening so far away and were so disconnected from people’s lives that the news encouraged feelings of powerlessness. Third, in privileging speed and abundance of information, the telegraph sacrificed context. No longer did news have to be linked to any broader, historical framework. There was no need to connect one story to the next or one day’s headlines to the next day’s. The point was to keep the information flowing to report the new things that happened rather than to contextualize messages or events by linking them to prior messages or events. Quantity became more important than either quality or depth.
32 CHAPHER THREE METHODOLOGY 3.1 Introductions. This chapter described the methodology, which employed in the study, provided descriptive information on the methods and instruments of data collection, processing and analysis. It specified the area in which the study would be conducted, described the research population, research, procedures and the problems, which was encountered during the study.
3.2 Research design The research used a cross sectional survey design. Both quantitative and qualitative methods of data collection .The researcher used a self administered questionnaire and interviews together for necessary data for the research. The study used the survey design because the research wanted to get precise information and make a conclusive result regarding the technology and traditional mass media. According to Mugenda and Mugenda (2003) the survey design was the best methods available to social scientist who are interested in collecting original data for the purpose of describing a population which is large to observe directly.
3.3 Sample design The researcher used the stratified random sampling methods and the purposive sampling methods to collect the data from the respondent in New Vision.
3.4 Research Population The study focused on the employees of new vision, who comprise a total population of over 259 employees.
3.5 Sample Size From the total population of 259 employees of new vision, the sample size was 157 employees. The sample size was determined using the sloven’s formula; which states as follows:
33 n N I +N a2 Where n is the sample size, N stands for population and a2 is 0.05 level of significance.
ii = 259
I + 259 (0.05)2 n 259 1 + 259 (0.0025) n 259 I + 0.6475
ii 259 1.6475
11 = 157
3.6 Sampling procedures The sampling procedures to be used gave accurate and reliable samples that provided quantitative and qualitative data on technology and traditional mass media simple random techniques and purposive sampling was used to reduce bias of research and also ensure that the respondent with required knowledge are interviewed respectively; this was in accordance to a Arnin ,2005. The advantages was that this techniques ensures that information on technology and traditional mass niedia was collected from the sample size composed of different staffs categories which was in accordance with Amin ,(2005) ; Sekaran (2004) and Uganda and mugenda ,1999 who contended that the selection of sample from different categories in the population allows assessment of needs at each sub level of the population.
3.7 Research instrument The research instrument to be used to collect accurate and reliable data on technology and traditional mass media in new vision were questionnaire, interviews guide, observation and, consultations. There was a need to test the research instruments with a few respondents to see whether the information given by the respondent was relevant to the study. A pre-test for each
34 structured interview were conducted by administering it to a few respondents in order to ensure that it solicits the information required by the researcher in addressing the problems.
3.8 Data collection methods According to Krishnaswarni (2002:197) data are facts, figure and other relevant materials, past and present that serve as bases for the study and analysis. He further states that data may be classified into primary and secondary sources as discussed below.
Primary sources These are original sources from which the researcher directly collects data that have not been previously collected. Primary data sources are first hand information collected through methods such as observation, interviewing, mailing and questionnaire. Krishna swami (2002: 199) gives four advantages primary data as follows: From the observation the researcher can study behavior as it occurs. In participant observation, the observer can understand the emotional reactions of the observed group and get a deeper insight of their experience. The observer was be able to record the context which gives meaning to the observed behavior and heard statements.
Secondary data Krishna swami (2002) defines secondary data as sources which have been collected and compiled for another purposes. It consistd of readily available documents already compiled statistical statements and reports whose data may be used researcher for their studies, Example includes census reports and annual reports. Secondary data consists of published and unpublished records and reports (Krishnaswami, 2002:199). Advantages of secondary data are: This data was available, can be secured quickly and easily. It covered a wider geographical area and longer reference period without much cost. The use of secondary data broadens the data base from which scientific generalization can be made. In order to get data for this study, a combination of primary and secondary data was used.
35 Questionnaire The questionnaire will be used to collect both numerical and in depth data on the entire three research question using closed ended questions .This is because questionnaire can generate statistical data using closed ended questions and in depth data using semi structured and open- ended questions Amin,2005. The open ended and semi structured questions will collect qualitative ,in depth information on all the three research questions ; this is the agreement with Mugenda and Mugenda ,1999 who state semi structured and open ended questions provides for greater depths of response . On the other hand closed ended questions was also be used on the entire three questions to collect quantitative data so as to measure and generalize finding on the population. The questionnaire will be administered to the employees of new vision because they are the possible target for the research study.
Interview guide Interview guide were used to get in the depth understanding of technology and traditional mass media. This was mainly provided in depth data for all the three research question .A list pi~edeterinii~ed questions were prepared and used for the structured interviews.
3.9 Validity and reliability of the instrument According to Moser and Kalton (1971), validity was the success of a scale in measuring what it was set out to measure so that differences individual scores can be taken as representing true differences in characteristic under study. The researcher consulted with her supervisor who ensures the relevance and suitability of the content in the questionnaire which provided coverage of the objectives of the study. The validity of the question was checked by the response acquired and the content validity index (CVI). The validity of the questionnaire acquired ensured by employing the formula suggested by Handy (2007)
36 V= RQ TQ
V~ 27 = 0.75 36
Where V = validity
RQ = Relevant Question TQ =Total number of questions
The number of relevant question by the total number of question should be 0.75 for an instrument to be valid.
3.10 Reliability of the instrument Reliability was the measure of the degree to a research instrument yields consistent results after repeated trials. According to Christensen (1988), reliability of the questionnaire, the researcher employed the methods of expert judgment and pretest in order to test and improve the reliability of the questionnaire.
3.11 Data gathering procedure Before the administration of the questionnaire An introduction letter was obtained from the college of humanities and social science for the researcher to solicit approval to conduct the study from respective employee of New vision. When approved, the researcher secured a list of the qualified respondent from the authorities in charge and select through systematic random sampling from this list to arrive at the minimum sample size. The respondent were explained about the study arid were requested to sign the infbrmed consent Forms. The researcher reproduced more than enough questionnaires for distribution, then Selected research assistant who were selected to assist in the data collection; brief and orient them in order to be consistent in administering the questionnaire.
37 During the administration of the questionnaire The respondents were requested to answer completely all the parts of the questionnaire. The researcher and assistants emphasized the retrieval of the entire questionnaire from the respondent after a period of five days from the distribution day. After the collection of the entire questionnaire they were checked if all the questions had been answered by the respondent.
After the administration of the questionnaires The data gathered was then be collated, encoded into the computer and statistically treated using statistical package for social sciences (SPSS).
3.12 Data Analysis procedure Data analysis means the computation of certain indices or measure along with searching for patterns of relationships that exist among the data groups. Analysis, particularly in the case of survey or experimental data, involves estimating the values of unknown parameter of the population and testing hypotheses for drawing inference (Kothari, 1990:160). According to Kothari. data analysis takes place after the data have been collected. Analysis of data requires a number of closely related operations such as estimation of categories application of these categories to raw data through coding, tabulation and then drawing statistical inference. Collected data was condensed in a few manageable groups and table for further analysis. Thus the researcher classified the raw data into purposeful and useable categories.
Tabulation was part of the technical procedure where classified data were put unto tables. The analysis was based on the computation of various percentages and coefficients by applying various well defined statistical formulae (SPSS). In the process of analysis relationships of difference supporting or conflicting with the original or new hypotheses were subjected to test of significant to determine their validity.
Types of data analysis According to Kothari (1990-160), analysis may be categorized into descriptive analysis and inferential statistical analysis. Descriptive was largely the study of distributions of one
38 variable. This study provided profile of instructions, work groups, person and other subjects on any of a multitude of characteristics such as size, composition, efficiency and preference. This sort of analysis may be in respect of one variable (describe as one dimensional analysis), or in respect of two variable or more than two variables (described as multivariate analysis). Data collected was both quantitative and qualitative in nature. Research objective one was analyzed using frequencies and percentage,
3.13 Ethical Consideration To ensure that ethics was practiced in the course of the study as well as utmost confidentiality for the respondent and the data provided by them, the following will be done, (1) Coding of questionnaire (2) The respondent were requested to sign the informed consent ;(3) Authors mentions in the study were acknowledge within the text;(4) finding were presented in a generalized manner.
3.14 Limitation of the study Intervening or confounding variables were beyond the researcher control such honesty of the respondent and personal biases. To minimize such conditions, the researcher requested the respondent to be as honest as possible and to be impartial! unbiased when answering the quonnaire.
The research environments was classified and controlled since setting where there. Extraneous variables influenced on the data gathered such as comments from other respondent, anxiety, stress, motivation on the part of respondent while on the process of answering the questionnaire. Although these were beyond the researcher control, effort was made to request the respondent to be as subjective as possible in answering the questionnaire.
There can be inconsistency in the time when the data obtained from respondent. This was minimized by orienting the data and briefing the research assistants on the data gathering procedures.
39 Instrumental the research tool were not standardized hence validility and reliability test was conducted to arrive at a reasonable measuring tool.
Attrition ; A representative sample might not be reached as cdmputed due to circumstances within the respondents and beyond the control of the researcher however beyond the minimum size was done by the researcher to avoid such a situation.
The problem might be of respondent taking long with the questionnaire but however this was minimized by contently remaindering the respondent about the urgency of the questionnaire
40 CHAPTER FOUR PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
4.0 Introduction. This chapter analyzed data collected from the field based on the research questions in chapter one. This chapter dealt with data presentations, interpretations and analysis and it was done objective by objective.
4.1 Profile of the Respondents In this study, respondents were described according to gender, age, level of education, type of employment and years of service. In each case, respondents were asked to declare their respective profile information in order to enable the researcher classify and compare them accordingly. The researcher employed a close ended questionnaire in ascertaining information about their personal profiles and analyzed their responses using frequencies and percentage distributions as summarized in table 1 below.
Table 1: Profile of the respondents
Main category Sub category Frequency Percentage Gender Male 92 52.6 Female 83 47.4 Total 175 100 Age 20-25 48 27.4 26-29 72 41.1 30-35 35 20.0 36-39 14 8.0 40 and above 6 3.4
Total 175 100 -______Level of Education Diploma 4 2.3 ~______Degree 69 39.4
41 Masters 95 54.3 PhD 7 4.0
Others - - Total 175 100 Type of Employment Users 125 71.4 Journalists 23 13,1 Editors 3 1.7 Sales representatives 3 1.7 Others 21 12 Total 175 100 Years of Service 1-2 67 38.3 3-4 61 34~ 5-6 32 18.3 7-8 9 5.1 Others 6 3.4 Total 175 1100
Results in table 2 reveal that majority of the respondents were male that is to say 92 (or 52.6%) and minority respondents were females 83 (or 47.4%). These two figures therefore justify almost gender balance in this study.
Pertaining age, 72 (or 41.1%) respondents were in the age bracket of 26-29, 48(or 27.4) in the age bracket of 20-25, 35 (or 20.1%) in the age bracket of 30-35, 14(8.0%) in the age bracket of 36-39 and 6 (3.4%) respondents are above 40 years of age. It can therefore be deduced that though all age categories were represented, the youth respondents almost monopolized the study.
Regarding level of education, Masters’ respondents were the majority with 95 (or 54.3%), followed by Degree holders 69 (or39.4 %), 7 (or 4%) were PhD holders and 4 (or 2.3%) were diploma holders. Results indicate that this study reveals high degree of professionalism
42 since all levels of education were represented and better still masters holders respondents who in most cases have got good reasoning capacity were the majority.
Concerning type of employment, users dominated the sample with 125 (or 71.4%), followed by journalists with 23 (or 13%), editors and sales representatives with 6 (or 3.4%) and lastly other were 21 (or 12%) respondents from other disciplines.
Concerning experience 67 (or 38.3%) respondents had served for a period of 1-2 years, 61 (or 34.9%) had served for a period of 3-4 years, 32 (or 18.3%) had worked for a period of 5-6 years and 9 (or 5.1%) had served for 7-8 year. This indicates that all respondents had Knowledge and experience about the study since they had all served for at least a period of one year.
4.2 To explore how technology has impacted the traditional mass media in regard to news papers, television, radio, print media and advertising.
The respondents were asked questions on these objectives 1 and the responses are shown in table
Table 2: To explore how technology has impacted the traditional mass media in regard to news papers, television, radio, print media and advertising
how technology has impacted the traditional Frequency Percentage mass media in regard to news papers, television, radio, print media and advertising It has quickened and increased the quality of the 12.5 7.1 picture with clean sound and picture motion It keeps us up to date with current affairs 80 46 Loss of traditional culture 20 11.4 It has improved the quality of viewing giving 12.5 7.1 viewers more access and control on or over what they see Improved access of information through internet 50 29 Total 175 100 Source: Primary data 2014
43 From the findings in the table 2 above, 46% of the respondents said that It keeps us up to date with current affairs was the major impact of technology on the traditional mass media in regard to news papers, television, radio, print media and advertising, while 29% said that improved access to information through internet was the major impact of technology on the traditional mass media in regard to news papers, television, radio, print media and advertising and 11 .4% said that loss of traditional culture and norms was the major impact of technology on the traditional mass media in regard to news papers, television, radio, print media and advertising. This showed that the major impact of technology on the traditional mass media in regard to news papers, television, radio, print media and advertising was it keeps us up-to-date with current affairs as seen by 46% response. The data in table 1 can be illustrated on graph as shown in figure 1.
Figure 1: The Technology applied in New vision group of companies
mp~ caea access of It has quick iied I nlormi lion andd increased the throuhh Intel net quality of the 29% picture with clean sound and picture motion 7%
If has Imploveci t~ quauily of 7% los~ of iriditional CUItlIlO 115
Source: Primary Data 2014
44 4.3 To find out the effects of technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned.
The respondents were asked questions on the second objective and the responses are shown in table 3. Table 3: effects of technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned effects of technology to the traditional mass Frequency Percentage I media in Uganda as far as gathering, packaging and dissemination is concerned Time shifting 50 29 Localism and virtual communities 25 14.2 Network society 80 46 Crossing social boundaries 20 11.4 Total 175 100 Source: Primary data According to the findings in the above table 3 it was revealed that 46% of the respondents said that Net work society was the major effects of Technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned while the other 29% of the respondents said that time shifting was the major effects of Technology on performance in an organization Technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned. Data in the table 3 can be illustrated on a graph as shown in figure 2
Figure 2: effects of technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned
45 effects of technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned
Time shifting n localism and virtual communities network society n crossing social boundaries
46%
4.4 To determine if there is a relationship between technology and content consumption patterns of audiences The third objective in this study was to determine if there is a relationship between technology and content consumption patterns of audiences. On this, the researcher stated a null hypothesis that there is no significant relationship between technology and content consumption patterns of audiences. To achieve this last objective and to test this null hypothesis, the researcher correlated the means for aspects of technology and those on content consumption patterns using the Pearson’s Linear Correlation Coefficient, as indicated in table 4.
46 Table 4; Pearson’s Linear Correlation Coefficient results for technology and content consumption patterns of audiences Variable correlated R-value Sig. Interpretation Decision on Ho Technology Vs content significant relationship Rejected .356 .000 consumption patterns Source: primaly data, 2014 The results in Table 4 indicate that technology and content consumption patterns are significantly correlated (r =-0.356).the sig. value indicate that there is positive and significant
correlation (sig, = 0.000 <0.05) leading to a conclusion that technology significantly improves content consumption patterns at 5% level of significance. Basing on these results, the stated null hypothesis of “there is no significant relationship between technology and content consumption patterns” is rejected, and thus the findings showed a positive relationship between technology and content consumption patterns. These results lead to a conclusion that an improvement in the technology improves content consumption patterns especially in New vision.
47 CHAPTER FIVE FINDINGS, CONCLUSIONS AND RECOMMENDATIONS 5.1 Summary of findings The study on Technology and organization performance a case study of New vision group of companies was guided by three research objectives that were set To identify the different Technology applied in New vision group of companies, To establish the effects of Technology on organizational performance in New vision group of companies and to establish the relationship between Technology and organization performance Data analysis using SPSS’s descriptive statistics showing percentages revealed that the majority of the respondents were male that is to say 92 (or 52.6%) and minority respondents were females 83 (or 47.4%). These two figures therefore justify almost gender balance in this study.
Pertaining age, 72 (or 41.1%) respondents were in the age bracket of 26-29, and 6 (3.4%) respondents are above 40 years of age. It can therefore be deduced that though all age categories were represented, the youth respondents almost monopolized the study.
Regarding level of education, Masters’ respondents were the majority with 95 (or 54.3%), and 4 (or 2.3%) were diploma holders. Results indicate that this study reveals high degree of professionalism since all levels of education were represented and better still masters holders respondents who in most cases have got good reasoning capacity were the majority.
Concerning type of employment, users dominated the sample with 125 (or 71.4%). followed by journalists with 23 (or 13%), editors and sales representatives with 6 (or 3.4%) and lastly other were 21(or 12%) respondents from other disciplines.
Concerning experience 67 (or 3 8.3%) respondents had served for a period of 1-2 years, and 9 (or 5.1%) had served for 7-8 year. This indicates that all respondents had Knowledge and experience about the study since they had all served for at least a period of one year.
48 Concerning Technology applied in New vision group of companies, 46% of the respondents said that Employee training was the major Technology applied in New vision group of companies, This showed that the major Technology applied in New vision group of companies was employee training as seen by 46% response.
Concerning major impact of technology on the traditional mass media in regard to news papers, television, radio, print media and advertising,46% of the respondents said that It keeps us up to date with current affairs was the major impact of technology on the traditional mass media in regard to news papers, television, radio, print media and advertising, while 29% said that improved access to information through internet was the major impact of technology on the traditional mass media in regard to news papers, television, radio, print media and advertising and 11 .4% said that loss of traditional culture and norms was the major impact of technology on the traditional mass media in regard to news papers, television, radio, print media and advertising
Concerning the effect of technology to the traditional mass media in Uganda, 46% of the respondents said that Net work society was the major effects of Technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned while the other 29% of the respondents said that time shifting was the major effects of Technology on perFormance in an organization Technology to the traditional mass media in Uganda as far as gathering, packaging and dissemination is concerned.
Concerning the relationship between technology and current consumption patterns the results indicate that technology and content consumption patterns are significantly correlated (r
0.356).the sig. value indicate that there is positive and significant correlation (sig. = 0.000 <0.05) leading to a conclusion that technology significantly improves content consumption patterns at 5% level of significance. Basing on these results, the stated null hypothesis of “there is no significant relationship between technology and content consumption patterns” is rejected, and thus the findings showed a positive relationship between technology and content consumption patterns. These results lead to a conclusion that an improvement in the technology improves content consumption patterns especially in New vision.
49 5.2 ConclusiOns The researcher in this section gave conclusion to the study findings in relation to the study objectives Concerning major impact of technology on the traditional mass media in regard to news papers, television, radio, print media and adve~isiflg,46~ of the respondents said that It keeps us up to date with current affairs was the major impact of technology on the traditional mass media in regard to news papers, television, radio, print media and advertising, while 29% said that improved access to information through internet was the major impact of technology on the traditional mass media in regard to news papers, television, radio, print media and advei~ising these findings were in line with the findings of Mumford Lewis (20W) who stated that new technology keeps us up to date with current affairs. Information is more accessible especially with the internet and the use of WAP (Wireless Application Protocol) technology and message alerts on mobile phones. A mobile phone is like a piece of clothii~g; weput it on in the morning and take it off at night. There are more new demolishes being introduced to the world so it influences everything. All current technology is being improved and new technologies are being introduced with the older technologies being introduced to poorer countries as the prices go down. New technologies are usually expensive and so aren’t being distributed widely but as time goes by technology is going down in price but then the result is the market loses out unless theie is a huge numbei being sold then the pioduct will be took off the market Theie aie developrnei~t5 on how infoimation gets to us as broadband internet is spreading so theie is things like 1PTV (lnteinet Piotocol Television) which is a service useC to tiansfer television piogiammed to subscubeiS via then inteinet connection Mobile television is a recent technology
and changes the way we see television ieducing it down to something small and so it must be inteiesting as people’s attentions spans are smaller than what they use fo be, because of digital television as people have so much choice, we flick thiough the channels to find something inteiesting so whatevel is shown on a mobile must be quick and snappy and to the point The way we use phones in a way is affecting our communicating techniques and with the intioductiOn of mobile television, we will lose out and the companies will cash in This way it will become mole widespiead not depending on strong signals to transfer data especially ovei the 50 I~I APPENDIX II TIME FRAME
The researcher will take Seven months, the three month period were expected to cover the following activities of the research study proposal namely; data collection, analysis processing and interpretation, writing or typing research proposal and submission of research report to the relevant and concerned authorities. rrle table for the time schedule is.
lstto3 rd \\leel( 3rd to 6th weeks 6th to 9th week 9th to I 2th week. Questionnaire Data cleaning Data processing Data interpretation and designing Editing Data analysis meet with presentation Interview guide Coding the supervisor Approval by supervisor preparations Meet the Actual report submission. Data collection. supervisor
62