Media development

Lecture 3

Ing. Jiří Šnajdar 2014

Lecturer´s private note

 

The lectures do not cover completely all material, which should students master at graduation in this subject.

The lectures are only instructions, narrative axis, that is necessary to complete relevantly with self-study.

In lectures is what students will not find in recommended literature.

 

Assessment

The subject will be finished with fulfilment of these conditions :

 Processing of a special study, where the student will in detail analyse some historical phenomenon from lectured material in extent min. 4, max. 6 pages. The study will be handed over in written or electronic form as a Word document. Its processing is a requirement for fulfilment of a credit test. Themes of studies will be assigned. Aprox. 24 Questions.

 

 

Shannon – Weaver 1949

transmission model of communication

 

Harold Laswell

Who informs What informs What media Whom informs ? What effect

 

Models of mass communication

transmission model – gets on from Lasswell theory

“Who says What whom What channel

and with What effect”, the model renewed Westley and McLean with interpolation (role of communicator – mediator) – the event receipts Communicator and this transmits

– through Channel of Message to Receivers – so mass providers are not authors of messages, they only choose (gatekeeping) and mediate the events according to presumptive interests and requirements of audience – it is purpose usage

– ritual model – according to J.Carey is communication connected with ideas sharing, participation, association, community and mutual belief. The ritual conception concentrates on keeping the society in time, it is representing of shared ideas of society – it is inner satisfaction of user

– promotional model – communication as showing off and taking attention on purpose of filling an usual economical target of a media – the model gets on from media competitiveness with a target to take attention of the largest number of recipients as possible, it exists only at presence and gives no space for questions of reason and consequence.

- cultural model – coding and decoding of medial content – it comes from critical theory of mass communication and stresses the research of audience power – the meaning is interpreted according to context and audience culture – the announcement is constructed from signs, which have the extension and denoted meanings depend on choice of consignee, who must not receive the announcement the way as was transmitted

 

 

- new schemas – with development of telematics media comes to mass communication the element of interactivity –J.L. Bordewijk and B.van Kaam model defines relations between speech, conversation, consultation and registration.

 

 

Cognition theory

  Cognition as adoption

Emotional estimation and memory marks

Rational cognition

Konrad Lorenz writes in the chapter, which he calls symptomatically “Non- deconstruction of experience” this :

“For scientist oriented natural science is almost forbidden to talk about emotional qualities, because these are not defined by the language of exact natural science, not quantitatively reached. The stricter is defined the human cognition as that what can be expressed by words, the clearer is how many essential phenomenon can not be expressed by words immediately.”

Origin of emotional estimation.

Epoch of signs and signals

space and time – social conditions

Time and space cognizance

Talking about universe

Yahweh/God

Explorer stories

Written sources

Reliable stories

Available horizon

Personal experience

Non-verbal and verbal communication 1.•magical dimension•rituals – annual seasons cycle, sun return and spring return•signs and signals – medium is a message (McLuhan : through smoke signal cannot be held a philosophic discurs )• Non-verbal communication (atavism) – stress on EMOTIONS•mimic - face expression•gestures - movements of body and its parts•posture - speech of body poses•proxemics – distance in space and mutual bodies position• the haptics/ tactile – touches•eyes contact – focusing, duration, frequency of look•Dancing and singing – rhythm

Non-verbal and verbal communication 2.

zones of space communication

• Intimate zone – is in the range from 15cm – up to 50 cm. This zone is so called emotional zone, which preserves each individual and does not allow the others (for him strange persons) to enter this space in usual contact. In this space

•can enter only the most allied. If the intimate zone is disrupt by entering of unwilling person, the impaired individual show his strong negative attitude.

•Private zone – is in the range from 50 cm - up to 1,5 m. In this distance stand the people during friendly communication among fiends, fellows and at different parties and similar get-togethers.

•Social zone – is in the range from 1,5 m – up to 3,5 m. The social zone represents the distance from strange and unknown people. Mostly stands in this distance those, who entered the unknown society or unknown place.

•Public zone – is in the range from 3,5 m up to the distance when it is still possible to communicate in given surroundings. This distance is usual when we talk to a group of people at public speech.

 

Non-verbal and verbal communication 3.

picture communication

Cro-Magnons – Altamira

Motivation for drawing speech

  social organisation of collective behaviour – hunting strategy

magical decrease – fear elimination

record of own existence – signet, demise defiance

line rhythm – esthetic aspect

forming of adult education

Non-verbal and verbal communication 4.

Pictogram – pictorial writing

 

Already pre-historic civilisation drawn pictograms on the walls, later from these developed pictorial writings.

The line between pictogram and writing pivots on a break, when the signs ties up with narrative configurations.

(In the year 1849 asked with help of pictograms the Red Indians the USA Congress for returning of hunting grounds)

 

From pictograms to writing

As the oldest known writing is considered the writing of old-European civilisation, dated to 5th millennium B.C.

Already it was descried about 230 signs.

The other writing was wedge-shaped writing, which arose at Sumerians at the end of 4th millennium B.C.

It was followed by the writing in Egypt and Indus basin and from this time appeared the writing many times independently, connected with different civilisations.

 

 

Sign systems

First logographic writings

Syllabic writings

Phonetic (alphabetical) writings

Writing, typographical object

objective (lexical) meaning of a word is given by consensus :

an average person uses about 8 – 10 000 words, its meaning is almost generally known – it is denotative meaning of a language

Use of spoken and written language relies on a vocabulary, syntactic and grammar rules.

subjective (personal) meaning, emotional-tinted associations, i.e. denotation meaning of language.

 

 

Difference between language and iconic immediateness

Picture (photography, film) = evidence

Language expression works with intercession (conventionality)

 

 Visualisation

 

denoting denoted

Science about stigmal systems

Semiotics (from Greek σημειον sémeion, sign, marking) is the science about stigmal systems.

 Semiotics according to generally accepted Charles Morrise´s dividing is divided into :

semantics, dealing with signs´ meanings

syntactic, syntax, which studies mutual relations among signs

pragmatic, which studies usage of signs, relations between signs and their users

 Significant theoreticians of semiotics Roland Barthes, Umberto Eco, Louis Hjelmslev, Charles W. Morris, Charles Peirce, Ferdinand de Saussure

 

 

Signs classification

at the end of 19th and beginning of 20th century dealt with the semiotics questions especially F.de Saussure (1857-1913) – founder of modern European linguistics and American philosopher, lately considered as founder of semiotics Ch.S.Peirce (1839-1914).

Peirce according to character of relation between denoting and denoted thing differentiated three kinds of signs :

icons, iconic signs

Indexes, index signs

Symbols, symbolic signs

 

Architecture as integrating sociable announcement

Pyramids – sovereign monarch position, which outlasts his physical life. He his related with deities.

Basic signs of Hellenic architecture – human and his relations to transcendence :

temple construction

human´s measurement

principle of non-psychological announcement of ideal (destiny of Socrates and Feidius – Perikles)

Roman architecture :

extent of Romans in earthly world – principle of domination

 

Communication as source of power

Pillars of power pluralization of evolution :•Church•Monarch•Local authority•Economical diversity•Mercantile diversity•University

 Mutual overlap of themes on sides.

Expansion of secular authority, mercantile authority and economical authority.

Non-antagonistic discrepancies coalition and authority´s redeployments.

 

 

Paper

China – from 8th century

Over Islamic world (Moors) to Europe

Key invention for the typography 1448 (Almanach auf das Jahr 1448) Mainz Johannes Gutenberg

 Dynamic development

beginning of 16th century – thousand books exist

national languages

literary norm of national languages

conditions for national states formation

decentralisation of Europe – gradual loss of church hierarchy power

 

 

Johannes Gutenberg

Martin Luther

1507 ordained a catholic priest

October 1517 – 95 articles (supposedly nailed on door of the church in Wittenberg)

Especially against “indulgences”, which started to issue the pope Lev X. as a source of financing of the St. Peter´s cathedral

Luther deconstructs the infallibility of pope and councils

Lev X. ordered to burn all his publications (analogy to Jan Hus)

 

Martin Luther II.

Luther burned pope´s bull

Lev X. excommunicates Luther (1521)

In exile in the castle Wartburg translates New Testament in German language

With his workmate Philopp Melanchthond (Schwarzerdt), lays the basis of institutionalized Evangelical denomination (1530 Augsburg edition of Melanchthon persuaision).

Translation of Old Testament finishes Luther in cooperation with other Wittenbergs´ theologians in the year 1534

 

Guttenberg – from Middle Ages to modern times

Victor Hugo invention of typography (1450) – one of the biggest events in history

discovery of America (1492)

fall of Constantinople into hands of Turks (1453)

end of Byzantine empire

Inspiration before typography

lettering by stamps on leather book bindings.

* (as the oldest in considered the lettering on gothic binding of Nuernberg´s Black Friar Conrada Forster of Ansbach from the years 1436-1442)

print on clothes

end of 14th century woodprint

* (print of wooden sliced stocks on paper)

connection of individual pages of woodprints developed so called block books

* (from the Netherlands further spread also to Germany)

Analogy with xylograph was metal engraving

 

Conditions of new media formation

Conditions for media formation :

Technical and technological + networks

Social (literacy + free time expansion)

Economical on the side of offer (creation profitability and distribution advertising and power)

Economical on the side of demand (information price – information commodification)

Space in total scope of hyped world (free segment)

 

Conditions of new media formation II

In process of expansion of individual media comes to :

Exists an empty segment in the sphere of perception (sense extension)

The sign system intensely develops and economises

Conditions of new media formation III

The target social groups are clearly differentiated

Media is a topic of perception, but at the same time tyrannises its consumer

(itemises artificially time and usage)

 

 

Newspapers predecessors

•Acta urbis

* Roman state newspapers

- general (public) accessible (for those who could read)

* news in form of panels crushed by gypsum (placed on Capitol) official (protocols of senate councils)

news taken from chronicle

“gutter/ flash” – information about fights, births, …

via runners came to provinces

recorded battles

China

* before Rome existed Di-bau

rather curiosities

 

 

Predecessors of journalists in medieval Europe

wandering singers who told about actual events and commented it

couriers and town typists

book printers, post officers, businessmen, diplomats (easy approach to information)

the first journalists who wrote were correspondents of princes and imperial towns

16th century “scrittori d´avisi” collected information, copied them and sold

information commodification

 

Letters. Newspapers written by hand

letters – private and public part (information about places, where is the writer, about practices and relations – Marco Dannini – 1400 – together 150 letters)

newspapers written by hand could better avoid the censorship

could work with exclusive information

“Nürnberger Nachrichten”

in Augsburg Fuggery

“Ordinary – Zeitungen” written by hand

 

 

Fuger newspapers (1520-1604)

correspondence of banker´s family Fuger (Northern Italy)

to develop bank business contact

20-30 copies

own correspondents network in whole Europe

non-examined messages were marked as “in blanco” (seriousness)

the most messages from Antwerpy and also from Prague (1500)

 

Leaflets in 16th century

books print was expensive (with binding etc.)

compensation leaflets sold at markets

15-16 pages for 9 pennies  

Main contents of leaflets in the 16th century

98 messages (26%) weather

22% monsters

10% politics

7,6% crimes

6% war with Turks

Four traits of modern newspapers 17th century

public accessibility

topicality (information refers to present and influences it)

universal (no theme is left aside)

periodicity

Distribution condition

Post – from beginning of 17th century

fixed routes

regular intervals

harness stations

Thurn Taxi – 1615 nominated for “top postmaster”

 

 

 

 

Periodicity – first journal

first regularly issued newspapers :

1605 weekly in post rhythm “Relationen” (Strasbourg)

1609 in Germany “Aviso” in Wolfenbuttel (Aviza relationen oder Zeitung)

Holland “ Nieuwe Thidingen“

1622 in England “Weekly News”

1625 in France “Gazzette” (press is supported by government)

1631 in Holland “Ordinary” (Protestantism)

1636 in Italy

 First journal

1650 “Einkommende Zeitung” in Leipzig

Newspapers edition in 17th century 100 to 200 exemplars

1680 Frankfurter newspapers reached edition of 1500 exemplars.

 

The fight for press freedom in 17th century

Star chamber (censorship bureau) established in 1487

MILTON

1. moral freedom

2. religious freedom

3. intellectual freedom – the sense of life if searching for truth

4. politics freedom

(to the end of life became Millton a censor)

 

 

France before revolution

 1789 to 1830

social stress

illegal and half-legal brochures, presses and pamphlets

Louis XVI. – press freedom as decoy to keep the regime

Surge of printed matters, unstopped anarchy (founded over 150 new papers also outside Paris)

some before revolution papers lapsed (Journal de Paris, Gazette de France)

“Moniteur universel” - the first French paper of large format, 4 pages with 3 columns

- political news increased

- overprinting of deputy speeches

Earl Mirabeau “lion of revolution” - Journal des États Génereux“

 

 

French revolution

 Big French revolution

The Big French revolution is the time period in France history between the years 1789 – 1799, from convocation of general classes by the king Louis XVI. until taking the authority by Napoleon Bonaparte.

Absolute monarchy was replaced by people administration and republicans, even if with frequent remises

Roman Catholic religious was forced to make basic restructuring

Revolution was the definite end of old regime.

14th July 1789 after five hours was captured Bastila – prison, symbol of oppression.

for the people psyche it has a resounding importance. “It proceeds !!” was the motto of the day.

 

France after revolution

Enthusiasm from freedom

Jean-Paul Marat “L ´Ami du peuple“ People´s friend (Engels presented as ideal of revolutionary journalism)

- personal journalism

- stress on editorials, polemics, no topicality

- wrote his list himself

 General attributes :

- knowledge of reach of journalist revelation

- use of papers as threat against publication of private scandals of politicians (it was a matter of life and death)

- opened scandalising and blackmailing

- corruption of journalists – undermine the social status of journalists

 

 

France

For national classes :

Jacques René Hébert, Gracchus Babeuf – „Le Tribun de Peuple“ – by mouth of Parisian figure, father Duchense taken the attitude to individual events, explained contexts – genre progress

1797 – end of press freedom, 44 papers were forbidden, adoption of tamp / tighten tax.

 USA

up to 1704 – “The Boston News Letter” – regular charged advertising (sell of slaves)

 Pennsylvania Gazette – Ben Franklin regularly since 1721

 

 Benjamin Franklin