An Introduction To Media

The Media
A basic definition of the media is the means of communication that reach and influence people widely. However it is increasingly difficult to define what the media is due to the rate at which it's developing and growing however there are some factors of the media that apply to all media products throughout history. For example the media reaches a large number of people (relative to the type of product it is and it's target audience), media products are shared, they are expensive to produce, they are modern for their times, they rely on sophisticated technology, they are often regulated and they are centrally produced but consumed privately.  


Media's Importance in Today's Society
There are a number of reasons as to why the media is so important within our society. One of the most important factors to consider is just how central it is to our everyday lives; we use it daily for a number of different functions such as relaxation, a plethora of information from the latest celebrity gossip to world events and persuasion through advertising and political campaigns. This can be seen through the sheer number of domestic media hardware within our homes and lives that we use daily. For example 32 million people in the UK are 'online' meaning they have access to the internet at home, work or through studying and 99% of all homes have at least one television set with most having numerous in different rooms showing just how integral the media is to our very way of life which also means that the media holds an incredible amount of power and influences us. They influence our beliefs on what is and isn't acceptable, our morality, our actions and how we live our lives. Although these influences are often criticised and can be perceived as detrimental it is not just the media that influences us but other factors too. 
The media also informs us about the world easily and quickly which makes it incredibly important especially in our diverse society which is affected by events thousands of miles away.
And finally the media also makes huge profits and provides thousands of jobs and affects the economy hugely which has implications within our everyday lives. 


Web 2.0
Web 2.0 is a term that is being used to describe the way in which the world wide web is developing into second generation web based communities which have grown through the use of social networking sites, wikis, weblogs, podcasts, video sharing sites and RSS feeds. The term web 2.0 does not refer to an actual update but rather the way in which the web has changed from the passive consumerism of media into an interactive one where people not only consume media but easily produce and share their own too, or many-to-many publishing, through sites such as Blogger, Facebook and Youtube. 


Media Regulation
The media is seen to be needed to be controlled and regulated in all countries all be it to different degrees, for example within the UK we have the watershed and the British Board of Film Classification whereas in other countries such as China, Burma and Ethiopia where they restrict the media to control the circulation of ideas and criticisms. It is a way of restricting the freedom of speech and ideas which is often used in dictatorships or regime changes. 


Media Sharing
Media sharing refers to the way in which popular media become part of our common culture, for example famous phrases are known throughout society from T.V. programs even if individuals do not watch it themselves we are collectively aware of the phrases and connotations that go along with them such as "You're fired!". Media becomes a 'common language' which is used worldwide. However this can lead some to be concerned that this causes 'colonisation' of the worlds' media from mainly American corporations.
Media sharing can also reference the sharing of media through social networking and digital communities which has become increasingly easier and a common part of our culture which has completely revolutionised media. 


Media Terms
Mediation:
The process by which a media text represents an idea, issue or event to us. This is a useful word as it suggests the way in which things undergo change in the process of being acted upon by the media.
Saturation:
A term used to describe the way in which the media today 'saturate' all aspects of our lives and the extent to which our experience of the world is dominated by the media, not only on an indevidual level but also nationally and globally. 
Proliferation:
A sudden increase in the amount and number of different forms of media and how we access it, create, interact and view it. 
Media Convergence:
Media convergence is the coming together of different communication technologies such as the telephone, the computer and the television.