b rampf session 2

1

Global Communication

Pamplona, 1-3 March 2010

Barbara Rampf, M.A.

IfKW, LMU Munich

2

Agenda

1. Communication, Media and the Rise of the Internet

2. Media (R)evolution and the Challenges of Digitalization

3. New, Social and Future Media

3

Session 2

Global Communication

Barbara Rampf, M.A.

2 March 2010

4

Media (R)evolution

5

Evolution vs. Revolution

6

The Evolution of Media (1609-2000)

Source: Merten 2008: 479

Number of media

Year

7

Media (R)evolution

“Anytime we have new forms of communication, it changes behavior whether it is political or business or any type of behavior. Radio and TV did that. The PC will be classed as big or bigger an advancement in communications than those devices were.”

(Bill Gates, Founder of Microsoft Co.)

8

The (R)evolution of Marketing

Taken from slideshare.com; sources: Internet Advertising Bureau 2004, Darwin Day Conference by Google

9

Substitution vs. Complementarity

10

Communication is changing

Time Squeeze

Media choice

Hours in a day

Source: www.ppamarketing.net

11

Fragmentation

13,500 radio stations (4,400 in 1960) 17,300 magazine titles (8,400 in 1960) 82.4 TV channels per home (5.7 in 1960) …and the Web…

• Millions of sites

• Billions of pages

Taken from slideshare.com; sources: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004)

12

Digitalization of Media

Taken from slideshare.com; source: Darwin Day Conference by Google

13

New audiences…

‘‘The fragmentation of large but politically focused mass audiences into a huge number of isolated issue publics.‘‘

(Habermas 2006: 423-424)

14

The new audience…

15

What‘s new?

16

Multiplication of personally owned media

‘‘Old media familiar to us all are being used in new arrangements of space and time as households come to possess multiple televisions, telephones, radios, etc.‘‘

(Livingstone 1999: 62)

17

Diversifying in form and contents

‘‘Both ‘old‘ and ‘current‘ media are diversifying in form and contents, resulting in local and global, general and specialized television channels, in diverse kinds of computer and video game, and so forth.‘‘


18

Convergent forms of informational services

‘‘The […] swift towards convergent forms of informational services, as media, information, and telecommunications services become interconnected is faciliated by the emergence of the more recent media […] as well as by both the multiplication and diversification of media.‘‘


19

Interactive communication

‘‘The potentially most radical change of all, and one that is still more prospective than actual, is the shift from one-way, mass communcation towards more interactive communcation between medium and user.‘‘


20

What‘s new about the Internet?

‘‘What‘s new about the Internet may be the combination of interactivity with those features which were innovative for mass communication – the unlimited range of content, the scope of the audience reach, the global nature of communication.‘‘


21

New Opportunities

‘‘Having coffee!‘‘

22

New Problems

23

Internet Usage

24

Hours spent online per week

[Base: All European internet users (n=6021)]

13,5 13,412,3 12,1 12,1 12,0 11,7

10,8 10,7 10,5 10,3

6

8

10

12

14

16

18

20

UK Italy France Denmark Spain Europe Sweden Norway Germany Belgium Netherlands

Ho

urs

Source: EIAA Mediascope Europe Study 2008

25

Media Usage

26

14,1 13,9

8,3

5,64,8

14,3

16,5

9,0

5,14,1

14,7

17,1

10,3

4,73,9

15,7 15,8

10,7

5,54,3

14,5 14,4

10,7

4,93,6

0,0

2,0

4,0

6,0

8,0

10,0

12,0

14,0

16,0

18,0

20,0

Watch television Listen to the Radio Use the Internet Read Newspapers Read Magazines

2004 2005 2006 2007 2008

Ave

rag

e n

um

ber

of

ho

urs

per

wee

k

[Base: All Germany respondents using each media (TV=943, radio=871, internet=611, newspapers=884, magazines=623)]

Hours spent per week using each media (Germany)


27

13,214,0

10,1

5,14,0

14,1 14,5

11,1

5,13,6

13,0 13,412,1

5,03,8

13,6 13,312,3

5,44,0

11,710,9

12,1

4,43,6

0,0

2,0

4,0

6,0

8,0

10,0

12,0

14,0

16,0

18,0

20,0

Watch television Listen to the Radio Use the Internet Read Newspapers Read Magazines

2004 2005 2006 2007 2008

Ave

rag

e n

um

ber

of

ho

urs

per

wee

k

[Base: All Spain respondents using each media (TV=944, radio=697, internet=539, newspapers=630, magazines=366)]

Hours spent per week using each media (Spain)


28

14,1 14,3 14,715,7

14,513,2

14,113,0 13,6

11,7

0

2

4

6

8

10

12

14

16

18

20

2004 2005 2006 2007 2008

Germany Spain

Ave

rag

e n

um

ber

of

ho

urs

per

wee

k

Hours spent per week watching television (Germany vs. Spain)


29

5,6 5,1 4,75,5

4,95,1 5,1 5,0 5,44,4

0

2

4

6

8

10

12

14

16

18

20

2004 2005 2006 2007 2008

Germany Spain

Ave

rag

e n

um

ber

of

ho

urs

per

wee

k

Hours spent per week reading newspapers (Germany vs. Spain)


30

13,9

16,517,1

15,814,414,0 14,5

13,4 13,3

10,9

0

2

4

6

8

10

12

14

16

18

20

2004 2005 2006 2007 2008

Germany Spain

Ave

rag

e n

um

ber

of

ho

urs

per

wee

k

Hours spent per week listening to the radio (Germany vs. Spain)


31

8,39,0

10,3 10,7 10,710,111,1

12,1 12,3 12,1

0

2

4

6

8

10

12

14

16

18

20

2004 2005 2006 2007 2008

Germany Spain

Ave

rag

e n

um

ber

of

ho

urs

per

wee

k

Hours spent per week using the Internet (Germany vs. Spain)


32

TV vs. Internet

33

15%

31%

89%

8%

23%

72%

18%

56%

0

10

20

30

40

50

60

70

80

90

100

'When you wake up' (6am - 10am) 'During the Day' (10am - 5.30pm) 'During the Evening' (5.30pm - 9pm) 'During the Night' (9pm - 6am)

Watch TV Use the Internet

Media use during the day (Germany)

[Base: All Germany respondents using each media (TV=906, newspapers=827, magazines=555, radio=847, internet=578)]

06:00

10:00

to

10:00

17:30

to

17:30

21:00

to

21:00

06:00

to


34

23%

67%

30%

6%

39%45%

13%

37%

0

10

20

30

40

50

60

70

80

90

100

'When you wake up' (6am - 10am) 'During the Day' (10am - 5.30pm) 'During the Evening' (5.30pm - 9pm) 'During the Night' (9pm - 6am)

Watch TV Use the Internet

Media use during the day (Spain)

[Base: All Spain respondents using each media (TV=897, newspapers=556, magazines=317, radio=663, internet=531)]

06:00

10:00

to

10:00

17:30

to

17:30

21:00

to

21:00

06:00

to


35

5,8 6,0 5,9 5,9 5,9

4,7 4,8 5,0 5,2 5,3

0

1

2

3

4

5

6

7

2004 2005 2006 2007 2008

TV Germany Internet Germany

Frequency of TV usage vs. online (Germany)


Nu

mb

er o

f d

ays

per

wee

k

36

6,3 6,4 6,4 6,3 6,1

5,2 5,35,7 5,7 5,7

0

1

2

3

4

5

6

7

2004 2005 2006 2007 2008

TV Spain Internet Spain

Nu

mb

er o

f d

ays

per

wee

k

Frequency of TV usage vs. online (Spain)


37

Motivations

1. Information

2. Entertainment

3. Relaxation

1. Information

2. Entertainment

3. Inspiration

Source: Langzeitstudie Massenkommunikation 2005

38

Impact of Internet on TV

TV is the medium the Internet has the greatest impact on

1/3 of the German Onliners watches less TV since Internet use

1/5 attaches less importance to TV since Internet use

(Öhmichen & Schröter 2006: 445)

39

Will the Internet replace TV?

Lean-back medium ‘‘Co-Viewing‘‘: TV as a

social medium Fulfilment of specific

media needs

Social in a different way Multimedia platform

that integrates all kinds of electronic media

Covers multiple media uses and gratifications

No Yes

40

Concerns about Internet and TV

Isolation of people by WWW Availability of indecent content on the

WWW Replacement of TV with Internet

41

Chances for TV

Adapt to onliner habits Adopt Internet characteristics

Individualisation, personalization Time shifting New ways of distribution Decoupling of content and carrier media

42

Future of Media

43

Future of media

Creatd with wordle.net

44

The Internet is the future home of all media.

“I don’t own a TV. I don’t get the daily newspaper. I find both of those mediums tedious and boring. Many of my peers feel similarly. Why be spoon fed content by editors when I can create a personalized experience with what I’m interested in receiving? I say, bring on the death of mass media entities – they serve to bland our culture and normalize us. Perhaps the world would be more interesting and diverse without them?“

(Adam Singer on TheFutureBuzz.com, a blog about web marketing/PR strategies

45

Internet goes mobile

Source: http://www.gartner.com: Gartner's Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance.

46

Prometeus – The Media Revolution

47

Thank you for your attention!

Barbara Rampf, M.A.

Ludwig-Maximilians-UniversitätInstitut für Kommunikationswissenschaft und Medienforschung

Schellingstraße 3D-80799 München

Phone: +49 (89) 2180-9440Fax: +49 (89) 2180-9429

E-Mail: [email protected]

b rampf session 2

News & Politics