History of the Media

Offline to Online
 Lesson aims
To consider ways in which the Media industry has
moved from offline (analogue) to online (digital)
platforms
To define relevant key terms for this session
To complete the offline media quiz
To consider the advantages & disadvantages of
offline & online media
To discuss the term prosumer and the role of
online media audiences
To introduce theoretical ideas about online media
 Offline to Online
In pairs, discuss and answer the following
questions
What does offline to online mean?
The move from analogue media on traditional platforms to
digital media on online and mobile platforms
What has enabled the move from offline to online
media?
Developments in technology, in particular digital
technology since the 1990s
What is the term to describe different media areas
overlapping - for example watching a film on YouTube
on your phone? Technological convergence: 2 or more technologies
convergence combine into one technological device
Cross Media convergence: 2 or more media forms
combine into one (e.g. YouTube / Facebook etc)
 Definitions
In order to understand how Media has evolved from offline to
online forms and products, it is necessary to understand the
terms used to help explain this

In pairs, define the following terms:

TECHNOLOGY
ANALOGUE
DIGITAL
TECHNOLOGY ANALOGUE DIGITAL
Technology is the use of Information transmitted Information transmitted in
science in industry and through signals and the form of data digits (0
engineering to invent frequencies (e.g. and 1)
useful things or to solve telephones - sound
problems frequencies / radio -radio
waves / clock - hands)
Technology quiz back in the day!
What do you know about media technology
back in the day?
How was film edited pre-digital?
How was music listened to in the 1920s?
How did people take photos in the 1980s?

Lets test your knowledge of analogue technology

In groups, record your answers to the following quiz

Be prepared to feedback (and try not to reveal your
answers to everyone else!)
 WHAT IS THIS
1
CALLED?
WHICH MEDIA IS IT ASSOCIATED WITH?

WHAT DOES IT DO?

WHEN WAS IT IN USE?
 WHAT IS THIS
2
CALLED?
WHICH MEDIA IS IT ASSOCIATED WITH?

WHAT DOES IT DO?

WHEN WAS IT IN USE?
 WHAT IS THIS
3
CALLED?
WHICH MEDIA IS IT ASSOCIATED WITH?

WHAT DOES IT DO?

WHEN WAS IT IN USE?
 WHAT IS THIS
4
CALLED?
WHICH MEDIA IS IT ASSOCIATED WITH?

WHAT DOES IT DO?

WHEN WAS IT IN USE?
 WHAT IS THIS
5
CALLED?
WHICH MEDIA IS IT ASSOCIATED WITH?

WHAT DOES IT DO?

WHEN WAS IT IN USE?
 WHAT IS THIS
6
CALLED?
WHICH MEDIA IS IT ASSOCIATED WITH?

WHAT DOES IT DO?

WHEN WAS IT IN USE?
 WHAT IS THIS
PROJECT
CALLED?
WHICH MEDIA IS IT ASSOCIATED WITH?
DATE CLIENT
WHAT DOES IT DO?
WHEN WAS IT IN USE?
 WHAT IS THIS
8
CALLED?
WHICH MEDIA IS IT ASSOCIATED WITH?

WHAT DOES IT DO?

WHEN WAS IT IN USE?
 WHAT IS THIS
9
CALLED?
WHICH MEDIA IS IT ASSOCIATED WITH?

WHAT DOES IT DO?

WHEN WAS IT IN USE?
 WHAT IS THIS
10
CALLED?
WHICH MEDIA IS IT ASSOCIATED WITH?

WHAT DOES IT DO?

WHEN WAS IT IN USE?
 WHAT IS THIS
13
CALLED?
WHICH MEDIA IS IT ASSOCIATED WITH?

WHAT DOES IT DO?

WHEN WAS IT IN USE?
 WHAT IS THIS
14
CALLED?
WHICH MEDIA IS IT ASSOCIATED WITH?

WHAT DOES IT DO?

WHEN WAS IT IN USE?
Lets look at the answers...
 What other offline and online media
can you think of?
We have had a look at some different
examples of offline and online media in the
previous activity
TASK 1 TASK 2
List the different media that can List the different media that can
described as offline or physical described as online or digital
media media
e.g. newspaper e.g. Instagram
 Advantages & Disadvantages
Today, most of our media consumption is
through digital and/or online platforms.
What do you think are the advantages &
disadvantages of this?

TASK:
Working in small groups, complete the advantages /
disadvantages activity on the hand out.

Be prepared to feed back your answers to the class

 Online Media and Audiences
Online and digital media has changed the way
media forms and products look, do you think it
has changed the way we interact with the
media?
Online and digital media are said to promote a
more active and engaged experience for the
consumer / audience
Online media audiences are often called
PROSUMERS
Lets look at the hand out for a more detailed
explanation of a PROSUMER
Some theoretical ideas about
Online Media
What does THEORY mean?
 David Gauntlett
Making is Connection
David Gauntlett completed lots of research
into online media and audiences
He believes that online media and prosumers
are making the world a better place by sharing
their ideas and engaging in the world

TASK:
Watch the video and try to list his
Click the
different ideas about prosumers and picture
online media.
Note down his ideas in your hand out.
 Henry Jenkins
Convergence Culture
Similarly to Gauntlett, Henry Jenkins sees
online digital media and converged products
and devices as positive for audiences.
TASK:
Read through the following quote
In small groups, summarise what you think he means into your
own words
Try to think of some examples from your own experience to help
explain what he means
Note your ideas on to your hand out
The term participatory culture contrasts with older notions
of passive consumers as occupying separate roles, we might
now see them as participants who interact with each other
using a new set of rules none of us fully understands.

(Henry Jenkins, Convergence Culture p. 3)

 Homework

How does the growth of digital media

technology affect my life on a daily
basis?
Its up to you how you complete this work and how
long it is but
It must use digital media to present your answer
in a visual way
You must post your answer to your Tumblr