The History of Television and Media - Term Paper Example

Media Analysis Project: (Part I: Medium Analysis) I. Background of Television invention Inventions have always been exciting, especially if they are bound to bring revolution in the way things happen in the world. The invention of Television was not different. However, the mere thought that it could be possible for visuals to be combined with audio, as a system of passing information was almost inconceivable, thus it has always created enormous excitement in me. However, the invention and development of television did not start and end with a predetermined concept, but entailed the systematic building-up of the work of one individual by subsequent inventors, until the actual Television concept was finalized (Downing, 28). Nevertheless, the history of the electronic television as we know it today can be traced back to the genius of three major people, starting with Thomas Edison, who discovered what he referred to as telephonescope, which was a system that allowed pictures and sound to be seen and heard in a different location, from where they were being taken (Abramson, 47). Fundamentally, it is the invention by Edison that first proved it could be able to combine and transmit both light and sound concurrently (Downing, 13). Thus, even the later engineers and inventors who later perfected the art of television production recognized that, the basis upon which the television was developed, was the fundamentals “which Edison helped to erect” , despite the fact that Edison did not bear any direct relations to the creation of Television (Gutterman, 243). It is his invention that laid the groundwork for its development, through demonstrating the major concept of light and sound combination and transmission, all at the same time. Vladimir Zworykin is the other major inventor in the field of Television invention, who consumed two decades, between 1919 and 1939, developing the concept invented by Edison, and finally coming up with the ‘iconoscope’, which was used to scan pictures, which would then be transmitted alongside sound (Downing, 30). Further, another major inventor in the Television development emerged, in the name of Philo Farnesworth who dedicate much of his time in devising a system of transmitting images and sound at the same time, and he finally managed to put up a concept in 1927, which indicated that his system was “able to transmit an image from one of his early camera tubes, proving that his new system would work" (Abramson, 105). After the inventions, both Zworykin and Farnesworth shared their patents with different broadcasting companies which then used the camera dissectors they had developed to transmit and air content on television sets. The Television set invention and development can be traced to the work of Paul Nipkow, a technician in Germany, who developed an electronic device that could be used to relay both images and sound, in 1884 (Gutterman, 107). Important turning points in the evolution of the television The major turning point in the history of television occurred with the introduction of the first television broadcast. The first television broad cast that was publicly announced occurred in the USA in 1928, followed by the UK and Germany in 1929, and then France and the Soviet Union in 1931 (Downing, 28). However, the pioneer manufacture of the commercial television set was a German company, Telefunken, which had collaborated with Zworykin to have him share his patented ‘iconoscope’, which was then used to develop the television set by the company in Germany, in 1934 (Abramson, 102). The first type of television that was introduced for broadcasting was the mechanical television, which applied mechanical scanning devices to generate and transmit video signals, applying the disk that was discovered by a German technician, and became popularly known as the Nipkow disk, which was a rotating disc that could transmit pictures over a wire cable (Gutterman, 233). However, considering that the picture quality applied by the mechanical television was not of good commercial quality, an electronic television was then devised, which had some electrical circuits that were incorporated inside, then used to receive and to decode broadcasting signals, based on a cathode ray tube invented by Karl Braun in 1897 (Abramson, 69). Cable television was introduced in the 1940s, followed by another invention; the introduction of remote controls, first discovered by Zenith Electronics in 1950 (Downing, 28).The first Television broadcast was in black-and-white, but the color television was introduced in the early 1953, through a system that was developed by Radio Corporation of America (RCA) (Abramson, 77). Plasma TV was introduced in 1964. Some fundamental turning points in the evolution of the television during my lifetime The introduction of Web TV in 1996 by Zenith Electronics, which brought about the concept of surfing the web using a microprocessor that was incorporated in the TV, and a slot through which a modem could be inserted to connect to the internet was a major turning point in the history of television invention (Downing, 29). The introduction of a special remote control and a special TV keyboard in 1997, are just other turning points in the history of the invention of television, which enabled an individual to surf the internet and have the content displayed on the TV screen (Downing, 12). Another major milestone in the invention of the television, is the shift from the analogue to digital platforms, which utilizes less bandwidth, thus allows for viewing of more content and portrays high quality images. The Digital Transition started in the early 2000s, and is set to be complete by 2015 in many countries, throughout the world (Thierer, n.p.). Additionally, the development of the 3-Dimensional Television is another major turning point in the invention of television, which allows viewers to see an image in 3-dimensions, as though it was in real life situation (Downing, 28). II. Strengths of the Medium The initial and greatest strength of television as a medium of communication is that; it allows for detailed demonstration of the product, through both visual and audio aids, which is virtually missing in other mediums of communication (Thierer, n.p.). While the other forms of media such as radio and print offers either audio or visual aids, to the demonstration of a product respectively, television combines both, thus making it a prime target for product advertisement (Downing, 28). This strength is reinforced by the fact that Television offers the best target audience model, through advisories restricting the viewing of certain content to a pre-determined age group, something that is virtually absent in both print and radio communication mediums. The second strength of television is that it offers the highest mental and emotional connectivity with the audience, considering that it applies vital communication aids such as visual, audio and animation, which generate a spectacular connectivity with the audience (Abramson, 53). It has therefore emerged as the prime source of news, considering that the audience connects better with the news anchors and reporters, through the opportunity granted by television to meet, see and connect with them, as opposed to listening or reading their content from the radio or print media respectively (Downing, 30). The subsequent strength for television is that; it offers wide local, national and international reach, through its extensive network (Thierer, n.p.). For example, it is easy for an occurrence in a certain part of the world to be aired immediately as breaking news throughout the world, using the digital television connectivity in the world (Abramson, 85). III. Limitations of the Medium The initial limitation, which is the greatest downside of television as a medium of communication is that; programs and messages have a short span, plus the fact that program shifting is the norm (Thierer, n.p.). This limitation highly inconveniences those who love a certain program, by keeping them waiting, until the subsequent episode is aired the next time. An example a way of solving the limitation is through scheduling the most popular programs daily and granting them more time, to enhance viewers’ satisfaction. The second limitation is that television is not portable, thus limits the viewing of those who are not in the specific areas where there is a television set. An example of solving the problem is that; many television stations have gone online, allowing viewers to watch television programs through the internet (Thierer, n.p.). The other limitation is that most stations network covers only some regions especially the urban areas (Thierer, n.p.). This can be solved by, for example, extending the coverage locally, or going online. IV. Final Thoughts on the Medium The future of television as a medium of communication is still great, considering that there is no prospective of another medium being invented that can entirely render television obsolete. The only major issue that can affect television is competition from subsequent inventions, but not effective replacement. Media Analysis Project: (Part II: Ad Analysis) Introduction: Advertising play a major role in funding television throughout the world (Thierer, n.p.). More than any other medium of communication, television advertisements are the most expensive, considering that they offer a unique audience reach that other media do not offer, in form of allowing for detailed demonstration of the product, through both visual and audio aids, which is virtually missing in other mediums of communication (Thierer, n.p.). Despite the fact that many people view advertisement as an interruption to their normal programming, nothing has created more knowledge in the world, not even the search engines and books, than advertisements (Thierer, n.p.). Therefore, television as a communication medium cannot survive without advertisements, considering that some television stations generate up to 90% of their revenues from adverts, and in fact advertisements entirely accounts for 100% of some of the television broadcasters revenues (Thierer, n.p.). I. Opening: “It took him 24 years to become an overnight sensation. How will patience reward you?’ Keep walking!!”- Johnnie Walker! Johnnie Walker - The Man Who Walked Around the World!! Advertising serves as a basis of sustaining content in television. Considering that people need to be informed through news, economic, cultural, political and socially relevant programs, there is no better way to fund such relevant information dissemination, other than through advertising (Thierer, n.p.). This because, should the public be required to pay taxes so that it can access news, the truth is that information acquiring will then become a burden to the society. What other better way is there for inspiring people, and also entraining them, than through television advertisement? (Havelka, n.p.). Television advertisements have several imbedding into content, which impacts positively on the audience. There are various basic elements of advertisement that makes it relevant, both in informing and educating the masses, as well as inspiring and entertaining. Advertisement imbedding shows smiling faces of individuals whose needs have been satisfied through purchasing a certain product, while also dramatizing how the product fulfills the need of the people (Havelka, n.p.). This way, a television advertisement becomes a means of educating, inspiring and entertaining the audience. Television advertisements are also alluring and attractive, thus attracting the attention of the audience, and thus drawing them away from mental disorders such as stress and anxiety (Thierer, n.p.). However, television advertisements also impacts negatively on the people, through luring them into purchasing some products they may have not planned for, due to the alluring and attractive nature of the advertisement (Havelka, n.p.). Additionally, the advertisement of products such as alcohol or condoms can trigger people to engage in socially unacceptable behaviors (Thierer, n.p.). II. Overview of the Advertising Component of the Television Television advertisement entails a range of product adverts, which range from foodstuffs, to politicians and political parties, cars, institutions, companies, cars, houses and properties, clothing, communication devices, mediums of communications, computers, utensils and household commodities among many other items and entities. The major players in television advertisement include the governments, private and public companies, different institutions such as religious, political, social and educational institutions, as well as individual and group entities. Some examples of the products advertised on television include Johnnie Walker, Heineken, Mercedes Benz, Microsoft windows software, coca-cola, Samsung plasma TV, Nokia Lumia, Idios Phone, among many others. The evident of the advertisers regarding their target audience is that they prefer anything posh and high-class. Others have a stereotype that their audience will prefer something that is alcohol free. III. Analysis of a Specific Advertisement The Johnnie walker ad presents a man who is continually walking uphill and down the valley to an untold destination, whose only source of comfort is to sit down in the wilderness and sip from a bottle of the Johnnie Walker Blended whisky. The tone of the music is soft and the voice acoustic does not match the environment, to create a disturbing environment that calls for some rest. The colors on the advertisement are dull, to make an indication that the man is on a long tedious journey that has no bright side, except of course, for the Johnnie Walker Whisky that he sips and brightens up. The target audience of the ad is those individuals who like to rest and enjoy their stress free moments. The stereotype of the ad towards the audience is that; they like resting while sipping on something. The ad however does not state the negative implications of alcohol consumption, save for the age restriction information. The ad implies that once people buy the product; they are guaranteed to rest, and enjoy a stress free moment, after a hard day’s work. The ad is highly effective, since it is inspiring people to work, and then comforting, since it advocates for a moment of resting and enjoying life. It is an interesting and alluring advert. Works Cited Abramson, Albert. The History of Television, 1880 to 1941. McFarland & Company, Inc.: Jefferson, NC, 1987. 47-105. Print. Downing, Taylor. "TV History: Requiem Or Resurrection?." History Today 61.1 (2011): 9-30. Gutterman, Leon, ed. The Wisdom of Sarnoff and the World of RCA. The Wisdom Society: Beverly Hills, CA, 1967. 102-243. Print. Havelka, Jan. Final Analysis: Heineken TV Commercials: Presentation of future analysis to course Theory and Methods of Genre Analysis”, November 27, 2012. Retrieved: November 13, 2013 from http://prezi.com/bcjijbt8nss4/final-analysis-heineken-tv-commercials/ Thierer, Adam. “We All Hate Advertising, But We Can't Live Without It.” Forbes Magazine, May 13, 2012. Retrieved: November 13, 2013 from http://www.forbes.com/sites/adamthierer/2012/05/13/we-all-hate-advertising-but-we-cant-live-without-it/ Read More