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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.‘‘
(Livingstone 1999: 62)
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.‘‘
(Livingstone 1999: 62)
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.‘‘
(Livingstone 1999: 63)
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.‘‘
(Livingstone 1999: 65)
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)
Source: EIAA Mediascope Europe Study 2008
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)
Source: EIAA Mediascope Europe Study 2008
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)
Source: EIAA Mediascope Europe Study 2008
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)
Source: EIAA Mediascope Europe Study 2008
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)
Source: EIAA Mediascope Europe Study 2008
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)
Source: EIAA Mediascope Europe Study 2008
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
Source: EIAA Mediascope Europe Study 2008
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
Source: EIAA Mediascope Europe Study 2008
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)
Source: EIAA Mediascope Europe Study 2008
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)
Source: EIAA Mediascope Europe Study 2008
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]