COMMUNICATION AND MEDIA TECHNOLOGY
COURSE CONTENT:
1. Meaning, Concept and definition of Communication.
2- Meaning Concept and definition of media technology.
3- Theories of Communication and media technology.
4- Audio broadcast Content for Communication.
5-Video broadcast Content for Communication.
6-print media content for Communication.
7- Social media and device for Communication.
8- Application of media technology resources for Communication.
9-Audio visual Broadcast for Communication.
1. COMMUNICATION:
Communication is the process of Conveying Information, Ideas, or feelings through verbal and non-
verbal means.
The Importing or exchanging of information by Speaking, writing, or using some other medium.
Communication Involves a Sender, receiver, and a message. It is essential for building
relationships, Understanding others, and achieving Common goal. Effective Communication
requires Clarity, active listening, and feedback to ensure the message is understood as Intended.
DIFFERENT DIRECTION INFORMATION FLOWS:
Upward communication is when info flows from a lower level to a higher level, example
students to lecturer.
Downward communication is the opposite, where info flows from a high level to a lower level.
Example lecturer to students.
Horizontal communication is when info flows between people at the same level, example
student to colleagues at the same class.
Factors of the media for communication?
Factors of media for communication:
1. Channel: The medium through which the message is conveyed, such as print, television, radio, or
digital media.
2. Message: The information or content being communicated, including the tone, style, and language
used.
3. Audience: The intended recipients of the message, including their demographics, interests, and
preferences.
4. Purpose: The reason or goal behind the communication, such as to inform, persuade, or entertain.
5. Feedback: The response or reaction from the audience, which can be verbal or nonverbal.
6. Noise: Any interference or distraction that can disrupt the communication process, such as
background noise or competing messages.
7. Context: The social, cultural, and environmental factors that influence the communication process.
8. Medium characteristics: The unique features of each medium, such as the ability to convey visual or
auditory information.
9. Content quality: The accuracy, relevance, and timeliness of the information being communicated.
10. Production quality: The technical quality of the media production, including factors such as sound
and image quality.
2. MEDIA TECHNOLOGY
Define comprehensively the term media.
Explain in details the term technology.
Combine the 2 Concepts, and came up wide the depiction of media technology.
Media refers to the means of Communication that can be used to store, transmit, and deliver
Information or data to a large audience. This includes a wide range of platforms and Technologies,
from traditional print and broadcasting to digital platforms and social media.
Technology is the application of Scientific Knowledge for practical purposes, or Application.
Technology can also use scientific principles to advance Industry or other human Construction.
Media technology: It encompasses the tools, devices, and platforms used to create, distribute, and
consume various forms of media Content, Including text, Images, audio and videos.
Media technology: It refers to the use of technological Innovations in the circulation, storage, and
production of media Content.
Types of media technology and its importance
Media technology encompasses various tools and platforms that enable the creation, distribution, and
consumption of information. There are several types of media technology, including:
-Traditional Media: This includes familiar formats like television, radio, and print media, which have
been around for decades.
- Digital Media: This category comprises media based on information technology and networks, such as
social media, streaming services, and online news platforms.
- Real World Media: This type involves physical, real-world interactions, like outdoor advertising or event
marketing.
- Social Media: Platforms like Facebook, Twitter, and Instagram have revolutionized how we
communicate and consume information.
- Immersive Media: Technologies like Virtual Reality (VR) and Augmented Reality (AR) create immersive
experiences that simulate real or imagined environments.
Media technology plays a vital role in modern society, offering numerous benefits, including:
- Enhanced engagement: Interactive media enables audiences to participate in the content creation
process.
- Personalization: AI-powered media technologies provide tailored content recommendations based on
individual preferences.
- Increased accessibility: Digital media platforms offer on-demand access to information and
entertainment.
- Improved education and training: Immersive media technologies enhance learning experiences and
simulate real-world environments.
- New business models: Media technologies enable innovative revenue streams, such as subscription-
based services and targeted advertising
3. THEORIES OF COMMUNICATION AND MEDIA TECHNOLOGY:
1. Agenda setting theory
2. Diffusion Innovation theory
3. Media logic Theory.
4. Cultivation theory
5. Network theory
6. Multi-Step flow theory
Test questions:
Q1. Why do we have theories in communication and media technology?
Theories of media and communication tech help us understand how media shapes behaviors,
interactions, and societies. They enable us to:
- Analyze complex issues
- Predict and explain outcomes
- Guide research and practice
- Critique and improve media/tech
Q2. Explain 3 theories of communication and media technology?
1. Agenda Setting Theory: Suggests that media influences what people think about, rather than what
they think. Media sets the agenda by prioritizing certain topics.
2. Diffusion of Innovations Theory: Explains how new ideas, practices, or products spread through a
population. It highlights the role of early adopters, opinion leaders, and social networks.
3. Media Logic Theory: Refers to the ways in which media shapes and presents information, influencing
how audiences perceive reality. It emphasizes the importance of format, style, and narrative in media
content.
4. Cultivation Theory: Proposes that long-term exposure to media (especially TV) shapes viewers'
perceptions of reality. Heavy media consumption can cultivate distorted views of the world.
5. Network Theory: Studies how relationships and connections between individuals, groups, or
organizations affect behavior, information flow, and outcomes. It explores the structure and dynamics
of social networks.
6. Multi-Step Flow Theory: Builds on the idea that information flows from media to opinion leaders and
then to the general public. It suggests that people are influenced by interpersonal interactions and social
networks.
4. AUDIO BROADCAST CONTENT FOR COMMUNICATION
Audio: It refers to sound that can be heard. It encompasses the range of frequencies within the human
hearing Spectrum and Can be transmitted, recorded, and reproduced using various technologies.
Essentially, it’s the sonic aspects of a recording or broadcast.
Audio refers to the sound we hear. It encompasses everything from music and Speech to sound effects
and environmental noises.
All audio elements, such as sounds, voices, and music, are considered audio Communication
Audio Broadcast: the transmission of audio Content (like music news or Speech) to a wide audience
using radio waves or Internet Streaming.
It involves sending audio Signals from transmitter to receivers, which can be traditional radio sets,
Computers, Smartphones, or Smart Speakers.
APPLICATION OF AUDIO BROADCAST CONTENT FOR COMMUNICATIONS:
Radio Broadcasting: Traditional Radio Am and FM radio Stations broadcast audio Content, Including
news, music, talk shows, to listeners using radio waves.
Internet Radio: Online platforms and radio stations websites Stream audio content, expanding reach and
accessibility.
Public Address Systems: Announcements and Information dissemination.
Audio broadcasts are used in public spaces like airports, train stations, and shopping malls to make
announcements provide imformation and guide the public.
Emergency communication: in emergencies audio broadcasts can quickly disseminate critical
information to a large number of people.
Test questions and answers
Q1.list 7 things that you are expected to do when applying audio content for communication and explain
4?
When applying audio content for communication, here are 7 things you're expected to do:
1. Define your target audience: Identify who your listeners are, what they're interested in, and what
they want to hear.
2. Choose the right format: Decide on the type of audio content, such as podcasts, audiobooks, or
voiceovers.
3. Plan engaging content: Develop a content strategy that's informative, entertaining, or inspirational.
4. Select suitable audio equipment: Invest in good-quality microphones, headphones, and recording
software.
5. Record and edit your audio: Capture high-quality audio, edit out mistakes, and add music or sound
effects if needed.
6. Distribute your audio content: Share your audio on platforms like Spotify, Apple Podcasts, or YouTube.
7. Monitor and evaluate performance: Track engagement metrics, gather feedback, and adjust your
strategy to improve future audio content.
5. VIDEO BROADCAST CONTENT FOR COMMUNICATION
Video: refers to the recording or broadcasting of moving image, video means recorded Image or
movie.
Video Broadcast content: It refers to the transmission of video materials, either live or pre-recorded,
to dispersed audience using electronic media.
Importance of video broadcast Content Communication:
1. The video must be high quality and standard.
2. The video must be very clear.
3. Must be self-explanative.
4. The video should not be too long.
5. The video must have Interesting content for the audience.
6. A good video Content must be meaningful and relevance for the learners.
7. If it is a self-made video of the teacher to leaners the teacher must be Confident and composed.
Important consideration during TV broadcasting
Some important considerations during TV broadcasting:
1. Content quality: Ensure that the content is engaging, informative, and suitable for the target audience.
2. Technical quality: Ensure that the broadcast signal is strong, clear, and free from interference or
distortion.
3. Timing and scheduling: Ensure that programs are broadcast at the scheduled time and that there are
no delays or interruptions.
4. Target audience: Consider the demographics, interests, and preferences of the target audience when
selecting content and scheduling programs.
5. Compliance with regulations: Ensure that the broadcast complies with relevant laws, regulations, and
industry standards, such as those related to copyright, decency, and advertising
6. PRINT MEDIA CONTENT FOR COMMUNICATION:
Print: It refers to the process of reproducing text and images onto physical materials, such as paper,
cardboard, or fabric, using various techniques like ink, toner, or dye.
In the context of communication, "print" typically means:
- Tangible, physical copies of text and images
- Reproduced using printing technologies, like offset printing, digital printing, or screen printing
- Can be held, touched, and read in a physical format
Examples of print materials include books, newspapers, magazines, brochures, posters, and business
cards.
Some common forms of print media used for communication:
1. Newspapers: Daily or weekly publications that cover news, events, and current affairs.
2. Magazines: Periodicals that focus on specific topics, interests, or industries.
3. Posters: Visual displays that grab attention and convey messages.
4. Business cards: Compact cards that share contact information and professional details.
5. Books: Lengthy publications that provide in-depth information, stories, or knowledge.
6. Billboards: Large outdoor displays that advertise products, services, or events.
9. Catalogs: Detailed publications that showcase products, services, or offerings.
10. Flyers: Single-page documents that promote events, offers, or announcements.
Print media is still widely used for communication, especially for local or targeted audiences.
7. SOCIAL MEDIA DEVICE FOR COMMUNICATION:
Social media can be define as any platform that used to share receive Information’s using internets and
networks, example Facebook, whatsapp, twitter(X)
Social media: It refers to websites and applications that enable users to create, Share Content, and
participate in networking.
CONSIDERATION
1. The Content must be very good.
2. Do not share any Imformation that it’s not true.
3. The Videos and the audio must be a good quality.
4. Social media Content broadcast must be educational or meaningful.
Test question and answer
Discuss in details why social media content is important for communication?
Social media content is crucial for communication in today's digital age. Here are some reasons why:
1. Wide Reach and Accessibility: Social media platforms have a massive user base, with billions of
people worldwide using them regularly. This provides an unparalleled opportunity to reach a large
audience, regardless of geographical location.
2. Targeted Communication: Social media allows you to target specific demographics, interests, and
behaviors, ensuring that your message reaches the right people. This targeted approach increases
the effectiveness of your communication.
3. Real-Time Engagement: Social media enables real-time engagement, allowing you to respond
promptly to comments, messages, and reviews. This fosters a sense of community, builds
relationships, and helps resolve issues quickly.
4. Multimedia Content Options: Social media platforms support various content formats, including text,
images, videos, live streams, and stories. This versatility enables you to convey your message in a
way that suits your audience's preferences.
5. Cost-Effective: Creating and sharing social media content is relatively inexpensive compared to
traditional marketing methods. This makes it an attractive option for businesses and individuals with
limited budgets.
6. In summary, social media content is vital for communication because it offers a wide reach, targeted
engagement, real-time interaction, and measurable results. By leveraging social media content, you
can build your brand, drive website traffic, increase sales, and maintain a positive reputation.
8. APPLICATION OF MEDIA TECHNOLOGY RESOURCES FOR COMMUNICATIONS.
Media technology resources are used to enhance and transform Communication across Various
Sectors, Including education, business, and personal life.
They Play crucial role In Communication by enabling faster, more efficient, and widespread spread
information exchange. They facilitates both Individuals and mass Communication, connecting
people across geographical boundaries and creating new avenues for Interactions.
Examples of media technology resources for Communication includes:
1. Email: It is used for sending and receiving messages.
2. Social media applications.
3. Video Conferencing.
4. Online chat.
5. X logs and podcasts.
6. Multimedia technology.
Impact of media technology in communication.
The impact of media technology on communication is complex and multifaceted, with both positive and
negative consequences.
1. Increased accessibility: Media technology has made communication more accessible and convenient,
regardless of geographical location.
2. Improved connectivity: Social media, messaging apps, and video conferencing tools have enabled
people to connect with each other more easily.
3. Enhanced information dissemination: Media technology has facilitated the rapid dissemination of
information, enabling people to stay informed about global events.
4. New forms of expression: Media technology has enabled new forms of creative expression, such as
blogging, vlogging, and podcasting.
N:
Audio-visual Content refers to the watching and hearing at the same time.
Audio visual content for Communication it encompasses the use of both audio and visual elements
to convey Information effectively.
What are the differences between live broadcast and recorded broadcast video?
Live video broadcast:
1. Real time: Content Streamed as its happening, offering sense of Immediacy and spontaneity
2. Limited editing: There's little to no opportunity to edit or correct mistakes during the broadcast.
3. Interactivity: live broadcasts often allow for real-time audience Interaction through features like
chat and polls. Examples Sport events, news broadcasts, and online gaming streams.
Recorded video broadcast:
1. Pre-recorded: Content is recorded and then made available for viewing at any time.