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MODULE 1
MEDIA ENVIRONMENTS

LEARNING OUTCOMES:

At the end of this module, you are expected to:

1. Describe who the Millennials are and how they differ from other generations
and how do they adapt to the constantly changing technologies;
2. Explain the principles and theories of Mediamorphosis and how it transforms
our perceptions of new media; and
3. Identify the benefits of media convergence and its implications to the society

INTRODUCTION

According to Douglas Rushkoff, author and host of Team Human on Quora, a

"media environment" is the social, mental, and economic environment created by a
particular medium or technology. The smart phone is not just the device in your
pocket; it is also the environment it creates - from people walking down the street
without looking up, to surveillance, to never being truly alone - and how it enhances
or changes our daily lives. Thus, in this module, we will examine how traditional and
new media have converged to create the level of media effect and experience that
exists in the modern world.

But before we start our lesson proper we should learn what new and
traditional media means; traditional media are older media forms like radio,
television, newspaper, magazine, cinema and books while new media forms refer
to all internet-enabled platforms signaled by the emergence of new information
and communication technologies. Such new media forms include cell phones,
social networking sites like Facebook, YouTube, Tweeter , IG wikis, blogs, E-books,
online newspapers, webcasts, video streaming and the likes, are also inclusive.

So is it interesting to hear the term new and traditional media? Why is it called
the new media? What’s new in new media? Who are the users of new media? This
module will assist you in answering essential questions and discuss about the media
environment that we live in.

But before we begin our lesson proper, first do the activity below:

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Activity 1: On a separate sheet of paper write your answer to following activity:
1. Below are two sets of pictures, what can you observed about the picture in set A
and B?
2. In set A name a gadget from the past and to its equivalent present form and
describe the difference of its appearance and usage.

Set A.

SOURCE: https://www.totalhipaa.com/hipaa-compliance-must-be-updated-as-technology-
evolves/evolution-technology-graphic/

Set B

SOURCE: https://tinyurl.com/3t92537r

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LESSON 1: MILLENNIALS AND THE RISE OF THE INFORMATION SOCIETY

Who are the Millennials?

Millennial is a word used to describe the generation of people who are now in
their twenties. Millennials are people in their late teens to early 30s who were born
between 1980 and 1995. To give you an indication of generational distinctions,
Generation X is made up of people who were born between 1961 and 1979 and are
in their mid-30s to early 50s, whereas Baby Boomers were born between 1946 and
the early 1960s and are in their early 50s to late 60s.

We all mature, and each generation does so uniquely. They are capable of
expressing themselves in a variety of ways. The Baby Boomers were a generation
that changed the world in the mid-twentieth century with the 1960s protest
movements. From the Civil Rights and Feminist movements to the Anti-War
Movement's opposition to the Vietnam War, the rise of recreational drug use, the
sexual revolution, Motown records, and the British invasion, the 1960s were arguably
the most innovative and transformative decade in modern history. Generation X, their
successors, were the first generation to be raised on MTV and VH1 music. They
grew up during a technologically advanced era, from the introduction of cable
television to the advent of video games.

Generation X was regarded as a more rebellious generation. They were

preoccupied with becoming "cool," "popular," and "in with the proper crowd." Coming
of age during the AIDS crisis made partnerships more cautious, and in the end, one
of the most important lessons learned from that generation was to do something you
love.

Millennials are individuals born after September 11, 2001, and have grown up
in a post-9/11 society. While Generation X members were required to learn these
new technologies, they were born and raised with them, and thus were already
acquainted with them. They are more health conscious, and through community
service, they serve as heroes to those in need. There are numerous challenges
facing children today that they must overcome as they mature, ranging from the 2008
economic meltdown to contentious issues such as global warming, gay marriage,
abortion, and the war on terror. Millenials embrace the concept of being authentic
and true to oneself. Generation Y is defined by its insatiable desire to share

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everything on the Internet via a variety of social media platforms, including Facebook,
Twitter, Tumblr, and YouTube, as well as any new platform that emerges. Millennials
are motivated by Generation X's maturity in their careers and relationships, while
Generation X is inspired by Millennials' zeal, youthfulness, and desire to improve the
world in which they live.

While kids born in the 1990s often claim in popular Tumbler posts and viral
tweets that they were the last generation to grow up before the Internet's explosive
growth, they are used to having some sort of technology around them, whether it's a
computer or a cell phone, unlike the generation before them. Although the younger
members of the generation are more accustomed to Wi-Fi than their elders, the
millennial generation has been the first to spend the majority of their life in the
twenty-first century age of technology.

The drive to share everything is one of the most fascinating characteristics of

a typical Millennial. In the age of social media, it's almost as if an event isn't
considered official until it's widely posted online. Let's pretend you have front-row
seats to your favorite band's sold-out tour. It's almost as if it never occurred unless
you tweet about it or create a new Facebook photo album of your night's exploits.
“Facebook official” appears to be becoming more common, and it's an intriguing
concept.

Even said, there are bad side effects that might come with any beneficial
thing. While technology is gradually replacing more basic aspects of people's daily
lives, human interaction is steadily vanishing. When someone really calls another
person on the phone, it is such a meaningful gesture. This was a given ten years
ago. Phone calls appear to be falling into oblivion in the age of text messages and
Facebook discussions. When someone went out on a date before, the initial
interaction was the best way to learn about them—what they liked, what they didn't
like, and a list of their favorite things. Now all you have to do is go to Facebook and
discover their profile, add them, and you'll know all of these things and more.

People become so accustomed to conversing with others through letters on a

screen that they become even more awkward when they are in the company of
another human being. Why can't there be a method to quickly communicate with so
many people on such a fantastic platform while retaining a sense of mystery? The
more people, particularly Millennials, understand how much sharing is too much
sharing, the better all levels of social interaction will be.

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 Another significant problem with the Internet is the rise in cyberbullying. Many
people are harassed and told unspeakably nasty things on platforms where users
can post anonymous questions. This is a new phenomena that has arisen as a result
of technological advancements, and it must be swiftly addressed. Why is it necessary
to speak such nasty things while hiding behind an anonymous icon? Why aren't they
brave enough to speak it out loud to someone? Why do people feel compelled to
communicate such hatred in the first place? Many people forget that there are other
individuals behind these icons and profile images, and that such a powerful tool may
be used for good to form friendships with people that would not have been possible a
few decades ago.

There have been fresh developments with each generation. Millennials can
be defined as the generation that has grown up in a world where technology and its
advancements are the norm in nearly every aspect of life, from the mid-20th century
protests of the Baby Boomers to a search for identity and a hint of a rebellious
attitude among members of Generation X. While technology has made the world
smaller, faster, and easier, it is still necessary to ensure that the qualities of basic
human interaction are preserved. As long as Millennials can balance the beauty of
technological advancements while remaining grounded in the reality of the living
world that surrounds them, the future looks very positive, bright, and exciting.

Adapting to New Technology

With nearly everything becoming digital and technological advancements

accelerating, adaptation is critical. This ability comes naturally to millennials as a
result of their exposure to gadgets and smartphones. This is evident in interactions
with Generation X and Baby Boomers in the workplace. On both a personal and
professional level, previous generations frequently seek the assistance of millennials
for training on untapped features and shortcuts. Trainings are conducted, and these
processes are sometimes simplified for the younger generation. This type of humble
collaboration can result in the development of a stronger, more dynamic team.

While it is rational to assume that not everyone understands everything,

experiencing this in the workplace was initially eye-opening. Finally, this
technological/generational divide provides an opportunity for all of us to learn, and
sometimes we just have to laugh about it. It's fostered a positive atmosphere and
open communication among the staff. There is no segregation or condemnation – we
simply accept one another's strengths and weaknesses and do our best to assist one
another.

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 Access to technology has also increased our productivity and
responsiveness. From any device, you can contact whomever you need to–
coworkers or peers. You can access documents from any location. Multitasking is
simplified, and deliverables are completed on time. Without access to resources such
as WiFi, laptops, or tablets, you would be compelled to work in the office or on-
campus. Or, worse, you would be required to mail documents via the United States
Postal Service– is this truly daunting? Yes, technology is a wonderful thing for
someone accustomed to efficiency.

Millennials are frequently associated with instant gratification. Because the

internet and society's beloved Google are so easily accessible via a quick search on
any device, having an immediate answer is so simple. Impatience and boredom
accompany this instant gratification. However, curiosity and a strong desire to learn
accompany it. These characteristics result in a desire for success and the ability to
multitask. Having multiple devices and access to the internet enables rapid problem
solving and the discovery of new perspectives. Due to the vast amount of information
available, this generation is gaining knowledge at a faster rate than any previous
generation.

A disadvantage of this technology immersion is that interpersonal skills are

harmed. Although millennials are more accepting of the world (thanks to multiple
social media platforms), it can be difficult for them to connect with the person
standing five feet away. Constantly hiding behind a device, whether it's a computer,
tablet, or smartphone, has harmed a previously mastered social skill. Millennials will
strategically choose what they post in order to shape how they are perceived on
social media. Rather than having in-person conversations, they share snippets of
their lives online. Are millennials capable of developing these interpersonal skills?
Yes, as is the case with the majority of things. It does not, however, come as
naturally as it did in the past.

At the end of the day, millennials' intimate relationship with technology is

irreversible. Having a generation raised in an age of technology has a number of
advantages and disadvantages, but each generation brings something unique.
Despite the negative connotations attached to millennials, technology reveals new
positive attributes.

Overview of New Technological Development

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 Technology development is the use of scientific approaches to attain
technological goals in the Department of Defense (DoD), commercial, or industrial
sectors. The Technology Maturation & Risk Reduction (TD) Phase of the Acquisition
Process produces and shows prototype designs to decrease technical risk, validate
designs, validate cost estimates, evaluate manufacturing processes, and refine
requirements.

During the TD phase or independently from an acquisition program, a lot of

technology projects take place. These programs are aimed at advancing technology
from the concept stage to the mature stage. Typically, the process begins with a
concept demonstration and progresses to a more advanced technological
development phase, such as prototyping.

Citizens' employment and personal lives are becoming increasingly reliant on

information technology. Computers, communications, digital information, and
software are all ubiquitous in the information era.

Many people, both those who actively seek opportunities to learn more about
information technology and those who choose not to learn anything at all, recognize
the potential value of information technology in their daily lives and recognize the
benefit of gaining a better understanding of it. This conclusion is based on a number
of factors:

Information technology has exploded into our lives in a relatively short period
of time, with little forewarning and no formal educational preparation for the vast
majority of people. Many people who use technology today have a limited
comprehension of the tools they use and the (usually right) notion that they are
underusing them. When confronted with information technology, many citizens lack
confidence and control, and they wish to be more assured of themselves.

Many people have made spectacular claims about the potential benefits of
information technology, and many of them would like to see those benefits realized.
Some citizens are concerned that developments brought about by information
technology may pose a threat to social ideals, liberties, or economic interests,
requiring them to become informed.

These numerous reasons for wanting to learn more about information

technology pose the question, "What should everyone know about information
technology in order to use it more effectively today and in the future?" The fact that

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information technology is continuously changing complicates the solution to this
question. The electronic computer is more than 50 years old, the "PC," as in personal
computer, is less than 20 years old, and the World Wide Web is less than 5 years
old. It is difficult to deliver a permanent, once-and-for-all course that will remain
current and effective in the face of fast change.

In general, "computer literacy" has taken on a "skills" connotation, implying

proficiency with a few modern computer applications like word processing and e-mail.
In the face of fast change, literacy is an inadequate objective because it lacks the
essential "staying power." Existing talents become obsolete when technology
advances at a breakneck pace, and there is no way to upgrade to new abilities.
Individuals who plan to adapt to technological developments are a better solution.
This entails studying enough core content to enable one to pick up new abilities on
one's own after completing formal schooling.

The committee chose "fluency" as a term to denote a greater level of skill

because it conveyed a deeper understanding than the rudimentary term "computer
literacy." People who are proficient in information technology (FIT) may express
themselves creatively, reformulate knowledge, and synthesis new data. Fluency with
information technology (FITness), as defined in this research, is a lifelong learning
process in which people utilize what they know to adapt to change and acquire new
knowledge in order to be more effective at using technology to their work and
personal lives.

Proficiency in information technology requires three types of knowledge:

current abilities, fundamental principles, and intellectual capacities. These three
types of knowledge all contribute to a person's FITness in unique ways. Individuals
with contemporary capabilities, such as the ability to operate today's computer
applications, can immediately begin utilizing information technology. In today's labor
market, skills are a critical component of job readiness. Most importantly, skills
establish a foundation of practical experience upon which new abilities can be
developed. The technology is based on fundamental concepts, such as the
fundamental principles and ideas underlying computers, networks, and information.
Concepts describe how and why information technology works, as well as the
benefits and drawbacks of the technology. Concepts serve as the foundation for
grasping emerging information technology.

Higher-level thinking is encapsulated in the context of information technology

by intellectual capacities, or the ability to apply information technology in complicated

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and persistent settings. Capabilities enable people to take use of the medium and
deal with unforeseen and unanticipated challenges as they arise. The ability to think
abstractly about information and how to manipulate it is facilitated by intellectual
capacities.

The ten highest-priority things for each of the three types of knowledge in
terms of specificity. The skills, which are intimately tied to today's computer usage,
will evolve throughout time, but the principles and capabilities will remain constant.

LESSON 2: MEDIA THEORIES: UNDERSTANDING THE NEW MEDIA

According to new media forecaster Paul Saffo, we learn from experience that
our short human memories often confuse surprise with speed. However, he claims
that when it comes to developing technology, he finds that sluggish development is
the rule rather than the exception. Most ideas take considerably longer than anyone
is willing to accept to become "overnight successes. The lesson we most often forget
is: "You should never mistake a clear view for a short distance. It's that sense of
standing on a ridge, looking out across a great forest at a distant mountain goal. The
peak is so close it seems you could reach out and touch it. That is, until you get in
among the trees and start beating your way towards the mountain". 

Saffo argues that the reason life feels so much faster today is not that
individual technologies are advancing at a faster rate or because events are
occurring at a faster rate than in the past. Instead, what is happening is that "more
technologies are emerging concurrently.

In Media, there are different theories this includes Mediamorphosis. The

second theory in Media by Roger Fidler states that mediamorphosis is not so much a
theory as it is a unified way of thinking about the technological evolution of
communication media. Instead of studying each form separately, it encourages us to
examine all forms as members of an interdependent system and note the similarities
and relationships between past, present, and emerging forms. By studying the
communication system, we will see that new media do not arise spontaneously and
independently — they emerge gradually from the metamorphosis of old media. And
that when newer forms of communication media emerge, the older forms of media
usually do not die. They tend to adapt and evolve continuously."

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 FM's delayed success is a case in point, while radio's transformation from a
mass-audience medium to a niche-audience medium exemplifies this critical principle
of mediamorphosis. While television began its meteoric rise, general-audience radio
experienced a steep decline, prompting some analysts to predict the medium's
impending demise. However, the radio did not perish. Neither was AM completely
absorbed by FM. Rather than that, AM adapted and has steadily increased its
competitiveness with FM by adopting new technologies and marketing strategies.
The rapid spread of television also wrought significant changes in the newspaper,
magazine, and film industries. Each was declared a dying medium incapable of
competing with television's immediacy and compelling images, but each proved to be
more resilient and adaptable than anticipated. This also highlights a crucial corollary
to the metamorphosis principle: traditional means of communication must develop in
reaction to introducing a new medium or die. The metamorphosis principle is drawn
from three concepts: coevolution, convergence, and complexity, as are several other
essential principles of mediamorphosis.

Coevolution

As we have seen, all modes of communication are inextricably linked to the

human communication system and cannot exist independently in our culture. Each
new form that emerges and develops affects all other existing forms to varying
degrees and over time. Coevolution and coexistence, rather than sequential
evolution and replacement, have been the norm since the formation of the first
creatures on earth. The abundance of communication technologies that we now take
for granted would not have been possible if the demise of an older medium
accompanied the birth of each new medium.

Convergence

Almost every personal computer sold today enables users to play CD-ROMs
that combine text and still images with audio and video clips and connect to global
networks and vast access stores of textual and audio/visual information. This is just
one of the more obvious manifestations of the media convergence concept. The idea
that disparate technologies and media forms are merging now seems almost
mundane, but it was once considered visionary. Few people grasped the notion of
convergence when Nicholas Negroponte began popularizing it in 1979 during his
lecture tours to collect funds for a facility to house the Massachusetts Institute of
Technology's Media Lab. Negroponte's revelation that "all communication

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technologies are undergoing a common metamorphosis, which can only be fully
understood if treated as a single subject" frequently astounded audiences.
Negroponte drew three overlapping circles labeled "broadcast and motion picture
industry," "computer industry," and "print and publishing industry" to illustrate this
concept. Since then, the idea that these industries are merging to create new forms
of communication has shaped much of the discussion about the future of mass
media and human communication.

Negroponte and others at MIT are credited with recognizing that the
convergence of media industries and digital technologies would eventually result in
new forms of so-called multimedia communication. Multimedia, or mixed media, is a
broad term that refers to any medium that incorporates two or more modes of
communication.

Source: http://www.world.std.com/~mehopper/Media/Media.htm

Complexity

During periods of massive change, such as the one we are currently

experiencing, everything around us may be in disarray, which is a significant part.
Change necessitates the presence of disorder. The universe would be a barren
wasteland without it, and life would be impossible. New ideas emerge from
turbulence, transforming and revitalizing systems. Chaos Theory is the idea that
seemingly unimportant events or small starting changes in chaotic systems, such as
the weather and the economy, can set off a chain reaction of escalating, unexpected
events that can lead to consequential or disastrous outcomes.

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 Anarchy is at the heart of chaotic systems. They have practically complete
unpredictability with no discernible long-term trends, which explains why accurate
long-range weather and economic projections are nearly impossible. It also explains
why no one will ever be able to precisely forecast which new media technologies and
modes of communication will thrive and which will fail in the long run.

Chaos is more critical to our knowledge of mediamorphosis and the formation

of new media because of its relationship to another related notion, complexity. In this
sense, the term "complexity" refers to the events inside seemingly chaotic systems.

Fidler identifies six principles of Mediamorphosis: 

1. Coevolution and coexistence: Adapt or perish, all media forms coexist and

evolve in an ever-expanding, complex manner. A system that adapts. As each
new form emerges and develops, it has a cumulative and varying effect on the
development of all existing forms.
2. Metamorphosis: This term refers to the gradual emergence of new media from
older forms.
3. Propagation: explains how media inherit dominant characteristics from older
forms and pass them on to new media. For instance, newspapers and television
stations are transformed into websites that feature articles, headlines, and video
segments.
4. Survival: This is the point at which traditional media continue to adapt and evolve
in response to the changing conditions of time, rather than dying.
5. Opportunity and necessity: new media are not widely adopted solely based on
their technical merits. There must be a market opportunity and compelling social,
political, and economic reasons for the development of new media technology.
6. Delayed adoption: It is always more difficult for new media technologies to
achieve commercial success than anticipated.

And there are three great Mediamorphosis theories in human communication

they are:
1. Spoken language The evolution of "broadcast" storytelling and ritual
performances. Contributes to the formation of social groups and the
development of complex problem-solving abilities
2. Written Language. Contributed to the invention of portable documents,
mechanical printing, and mass media.

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 3. Digital Language. This enables human-to-human communication via
technology or machines. Human interactions are facilitated by technology on
a global scale.

By combining the principles of mediamorphosis with an understanding of the

attributes that have shaped the development of communication media in the past, we
can gain valuable insights into the new forms that could appear early in the twenty-
first century and how existing conditions may adapt and continue to evolve.

LESSON 3: CONVERGENCE AND INTERACTIVITY

Diverse academic areas use the term convergence to describe and study
various processes of development toward homogeneity. The phrase "media
convergence" is used to characterize its application in the communication business.
It also includes practical approaches for describing, representing, analyzing, and
comprehending the digital creative economy. Publishing, music, radio, advertising,
cinema, and games are some sub-sectors that fall under the communication and
digital creative industries. Because of convergence, these subsectors are even
expanding. Beyond that, the effects of media convergence may be seen in various
creative professions, such as museums, libraries, and design, to name a few. In
addition, the creative industries are being propelled forward by new digital media
technology and services. As a result, understanding the digital creative economy
necessitates a thorough examination of media convergence, both in terms of tactics
and outcomes. As a result, this course delves into the specifics of how traditional and
new media modes of communication combined to achieve the current degree of
media effect and experience.

Convergence 
What is convergence? It's the coming together of computing, telecommunications,
and media in a digital environment. Convergence shows how different aspects of
media are parts of the whole and examines how they influence each other.

The three common types of convergence are;

1. Technological

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 SOURCE:
https://www.shutterstock.com/image-
vector/hands-holding-computer-tablet-online-
library-713923852

According to Papadakis (2007), the term technological convergence is

frequently used in very broad and simplistic terms to refer to the process by
which new media powered by information technology and traditional media
that were previously largely independent of one another are merging. This
implies that technological convergence has a technical as well as a functional
component. The technical side refers to any infrastructure's ability to transport
any type of data, while the functional side refers to consumers being able to
seamlessly integrate computation, entertainment, and voice functions into a
single device capable of performing a variety of tasks.
2. Economic
This strategy is comprised of three components: 1) digitization; 2) corporate
concentration, in which fewer large companies own a greater proportion of
media properties; and 3) government deregulation, which has increasingly
permitted media conglomerates to own multiple types of media (e.g.,
television and radio stations, and newspapers) in the same markets, as well
as content carriage companies (e.g., cable and satellite) (e.g., specialty TV
channels).
3. Content
Refers to a series of processes of convergence, integration, and intersection
of media across their content range throughout their creation process, from
planning to creating and supplying to using.

Benefits of Media Convergence

The benefits of media convergence can be submerged in the following areas:
 Convergence is beneficial because of the role it can play in national
economic and social development growth. It has the potential to
impact on all segments of society. It can shape the delivery of
government services (education and health included) and redefine
the way businesses operate.
 Media Convergence has greatly impacted circulation outreach; this
has a great impact on media and contributes to high degree of
appreciation of news stories. This has further empowered producers
and media entrepreneurs towards reaching out to wider audiences.
 This growing trend of communication has an edge over the
previous ways of circulating news and information strictly on hard
copies for an information. Media firms have now gained stronger

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 circulation power. This is made possible as people can assess
information by visiting various websites from anywhere in the world.

Implications of Convergence
1. Media organization changes
Centralized vs. converged media organizations
 Centralized: functions of media - including production, distribution,
marketing & advertising - are controlled by a single individual or
unit
 Converged: Functions of media may be de-centralized via the
Internet, inviting more diffuse methods of production, distribution,
marking and advertising
2. Media type changes
How we engage with media in a state of flux: Where do we listen to the
radio? Different media are regulated differently and enjoy different
freedoms and restrictions
3. Media content changes
 Traditional content: Broadcast through a pre-determined, pre-
arranged schedule with little if any consultation with audiences
 On-demand content: Audiences have more control over when they
attend to content
 Digitized content: Through digital production & distribution
methods, content can be available at any time of day
 Wiki content: Audiences contribute to production and distribution of
content
4. Media use changes
 “24/7” media environment: Always able to be “on” and “connected”
 Mobile technology: We can take our media “everywhere”
 Assumes equal access to, and knowledge of, variety of advanced
technologies
5. Media distribution changes
 Internet enables a global dialog; content can be more fluid,
dynamic and rapidly transmitted
 Audiences increasingly active in media use and distribution,
bypassing corporate control, through:

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  Viral marketing: Rapid information travel; Internet
equivalent of ‘word-of-mouth’
 Peer-to-peer (P2P): Individual file sharing
 User-generated content: Digital media enables audiences
to develop own content Media audience changes
6. Media profession changes
 Traditional mass communication: One way communication from
source - large, anonymous, heterogeneous audience
 Converged audience communication: Interactive model, able to
create and distribute own content, if desired
 ‘Producers’: How audiences use and consume contemporary
media; can be both passive recipients and active creators
 Journalists and advertisers, for example, have increased
competition with rapid changes in technologies and market place
 Citizen journalism: interactive relationship where audiences
contribute to story content and/or correction (with no
corresponding formal training in principles of journalism)
7. Attitude and value changes
 With increased global, digital communication comes increased
desire for transparency and methods for gaining trust
 Confusion over traditional notions of privacy for individuals and
companies
 Behavioral targeting: Advertising technique drawn from information
we readily share through our digital footprint
 Cookies: Digital tracking of our web habits, automatically archived

Interactivity

Interactivity appears to be at the heart of modern media technologies, and

understanding it in the context of networked communication has far-reaching
ramifications for society. Indeed, according to Van Dijk (1999), the development of
mediated interactive communication is a major structural change brought about by
the communications revolution, made possible by the convergence or integration of
telecommunications, data communications, and mass communications into a single
medium.

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 The concept of interactivity has been identified as a key component of new
media. "Interactivity" in the context of new media is defined by the Oxford English
Dictionary as "enabling a two-way flow of information between it (a computer or other
electronic device) and a user, responding to the user's input." People can engage
with others through interactive media, whether it's people or organizations, making
them active participants in the media they consume. Our engagement with the
common issue of interaction is frequently used to measure interactivity, particularly in
relation to technology. A lecture, for example, is not interactive until the audience
asks questions or provides feedback in some form to the professor.

How Does Interactive Media Work?

Interactive media's goal is to engage and interact with the user in a way that non-
interactive media cannot. Traditional media such as television and radio did not
require active participation at first. Consumers become more passive as a result of
these types of media, with no meaningful method to move through their experiences
other than changing the channel.

That began to alter in the 1990s with the introduction of the internet. Consumers
were provided numerous instruments through which interactive media was offered as
technology progressed. The internet has evolved from a costly service that could only
be accessed via dial-up to a wireless tool that can be accessed with the touch of a
finger. Computers and laptops were commonplace in homes and offices, and mobile
devices made connecting with media simple and handy.

Examples of Interactive Media

People are surrounded by interactive media in today's digital environment.

You may find examples of this type of communication almost anywhere.

Interactive media includes social networking sites like Facebook, Twitter, and
Instagram. Users can post images and information about themselves, communicate,
and play games on these sites, which use visuals and text.

Another form of interactive media is video games. Players respond to visual

and audio cues on the screen supplied by a computer program using controllers. You
utilize apps or applications if you have a mobile device like a smartphone, which you
almost certainly do. These types of interactive media can assist you in determining

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the weather, directing you to your preferred location, selecting and responding to
news stories of interest, and allowing you to shop. The options are limitless.

Virtual reality, or VR, is another type of interactive media. VR provides users

with a truly immersive experience, allowing them to immerse themselves in a world
that is nearly identical to reality. The only difference is that we now live in a digital
environment.

The Influences of Interactive Media

Interactive media has a very important role in today's world. Not only does it
make people more active, but also it gives them the power to communicate with
others (people, companies, organizations) with whom they would normally have no
contact. It also allows the free-flow and exchange of ideas and information.

Interactive media also has an educational component, making it a very

powerful learning tool. It allows (and encourages) people—especially students—to
become more active in their learning experience, more collaborative and to be more
in control of what they're learning.

ASSESSMENT: Write your answer on a separate sheet of paper

Test I: Enumerate the following;

1. Give five (5) the characteristics of millennials.

2. State what are the advantages and disadvantages of millennials against the
older generations when it comes to technological advancement and
adaptability?
3. The benefits and implications of media convergence.

Test II: Essay; explain briefly

4. Explain how mediamorphosis enables us to see the inextricable and dynamic

relationship between new media and traditional media formats.
5. What is media convergence?
6. Explain how media convergence leads to interactivity.

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