CHAPTER 1
Introducing Electronic Media
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LEARNING OBJECTIVES
After reading this chapter students should be able to understand the following concepts:
Convergence: Understand how media is coming together, blurring the lines of previously distinct
communication forms such as broadcast, cable, telephone, computers, and mail
Divergence: Discuss how wide implementation of newer information technologies may be affected by
consumer acceptance and government regulation
The “Players”: Answer the question – What roles will broadcast, cable, telephone, computers, and
newspapers play in delivering information and entertainment to media consumers?
CHAPTER FOCUS
In this introductory chapter the authors show how interesting the study of electronic media can be.
Subsequent chapters focusing on other media topics discussed in later parts of the book are introduced in
this chapter explaining who the players are and how each may function in volatile media markets.
This chapter lays the foundation for the study of electronic media, as it recommends that you take time to
lay out these fundamental principles of the American electronic media system and to help students
understand its unique language.
This generation of students is familiar with some aspects of the electronic media, but not as much as they
might think. To illustrate this point, give a “pre-test” on the first day of class. Ask students to define terms
like broadcasting, cable, telephones, common carriers, electronic mass media, computers, digital divide,
internet, hybrid services, social network sites and satellites, and see what kind of responses you get by
TERMS, CONCEPTS, AND EXERCISES
What It Means
Terms: electronic mass media, convergence, interactivity, consolidation, diversification, bundling,
democratization of the media, direct-to-home (DTH) satellites, multimedia, digital divide, Internet.
oAt the outset of the course, get students to discuss their perceptions of media influence on their
lives and to reflect on convergence. Months later, at the end of the course, ask them the same
questions, and you (and they) should notice a measurable difference in the sophistication of their
answers.
oBecause many students in your class are majors in your program or are looking for an interesting
elective course, get them to discuss their expectations for this course. What do they hope to get
The Players
Terms: broadcast, distributors, programmers, digital television (DTV), localism, universal access, cable,
multiplexing, video-on-demand, digital video recorders (DVR), direct broadcast satellite (DBS), direct-to-
home (DTH) satellites, newspapers, online news content, telephone, common carrier, telcos, converter
box, video servers, personal computers (PCs), streaming, Internet
oDiscuss the origin of the term “broadcasting,” which was first used as an agricultural term. What
is the connection between how farmers used to sow grain and how radio and television stations
distribute programs?
oA discussion of symbiotic relationships among media will be very fruitful. Explain to students
that new media do not drive out old, but instead older services change to meet new needs for the
Back to Basics
Terms: conduits or delivery systems, content providers, wired communication, over-the-air
communication
oUsing Exhibit 1.b, ask students about the technology they have access to at home and their use of
multimedia.
oConduct your own survey about students’ “love affairs” with media and the services they provide.
Ask for a show of hands as to how many would give up television, radio, recorded music, movies,
PEARSON MYCOMMUNICATIONKIT RESOURCES
Each chapter of the MyCommKit for Head’s Broadcasting in America, 10th Edition includes chapter
learning objectives, practice quizzes, key terms flash card, and select media.
OUTSIDE AUDIO/VISUAL RESOURCES
The New Age of Digital Video Compression (VHS, 71 min., 1994)
Video examines this new technology in detail using simple language, analogies, and detailed animated
graphics. Basic concepts such as bandwidth are covered, as well as numerous applications and future
What Is Multimedia? (VHS, 20 min., 1995)
Multimedia brings together graphics, animation, audio, video, and text to create a new kind of experience.
This overview includes some of the latest developments in the field while showing the basic principles
Components of Multimedia (VHS, 29 min., 1995)
3
The Multimedia Revolution—Today and Tomorrow (VHS, 29 min., 1995)
Reviews some of the best applications of multimedia technology today and looks at the delivery of
Frontline: High Stakes in Cyberspace (VHS, 60 min., 1995)
Understanding and Using the Internet (VHS, 120 min., 1995)
This two-hour program explains the history of the world’s largest computer network through the voices of
Big Business and the Web (VHS, 30 min., 1999)
In 1990, Tim Berners-Lee turned his vision into reality; through HTML, he made the world of
information available to anyone who has access to a computer and a modem, what is today known as the
Making Connections: Understanding the Convergence
of Phones, TV, Cable, and Computers (VHS, 26 min., 1999)
Answer the phone—the television is ring. In part one of this program, NewsHour correspondent Paul
Solman reports on the current state of telecommunications, as AT&T and the Baby Bells leverage broad-
Design Effective Desktop Video Graphics (VHS, 14 min., 1995)
Graphics created on your computer can look terrific or terrible when transferred to video. “Designing
Effective Desktop Video Graphics” explores the use of text, line, color, backgrounds, and graphic design