MULTIMEDIA

By
Rasha Haridy
rasha2004eg@gmail.com BIS225E
Chapter 1 Understanding Multimedia
Part_2
Chapter Highlights

• Three characteristics of old media.

• The new media paradigm shift.
• Applications of multimedia in business
• Five principles of new media in a digital age.
The old media

The digital revolution and the birth of the World Wide Web
represent two of the most important defining moments in the
history of communication. The paradigm of old media was
suddenly confronted with new ways of creating, delivering,
and consuming content. A paradigm shift of epic proportions
has occurred, and things will never be the same.
Characteristics of
Old media

In the 1950s sociologist Charles Wright examined the

mass media and found they share three defining
characteristics:
1. The mass media are the product of large organizations
that operate with great expense.
2. The mass media are directed toward a relatively large,
heterogeneous, and anonymous audience.
3. The mass media are publicly transmitted and timed to
reach the most audience members simultaneously.
The New Media
The Consumer as Producer:
The New Media Paradigm Shift
The New Media
The Consumer as Producer:
The New Media Paradigm Shift
Consumers no longer have to rely solely on large
organizations to provide them with news and entertainment.
The shift to new media means that anyone can produce and
deliver content to a public audience.
The opportunities for self-expression and commercial
enterprise are virtually unlimited.
Question

Where do we find multimedia application in our life?

Usage

Multimedia finds its application in various

areas including, but not limited to:
Advertisemen
ts Art
Education
Entertainment
Engineering
Medicine
Mathematics
Business
Scientific
research
Usage

Computer-Based Training Teaching Aid

Usage

Virtual Surgery Virtual Reality Simulation

Usage

Information Kiosk References Entertainment

Applications of multimedia in
business

 Multimedia devices such as mobile phones, laptops etc. plays and important role to
grow business.
 Millions of online websites (form of multimedia) are available on internet to reach end
user and grow business.
 More and more companies are taking an advantages of world wide web to increase
sales of their products.
 Using multimedia anyone can sell their product anywhere in the world on internet.
 By placing advertisement in magazines and newspapers business can be increased
effectively.
Applications of multimedia in
business

 PowerPoint presentation (multimedia) is also an effective way to give details of their

product.
 On internet millions of people watches videos , so we can share our product with them
within seconds.
 Multimedia is an effective and cheapest way to grab an attention of the visitors and share
information about various products easily.
 Advertising industry uses multimedia for marketing various products.
 Various companies making Virtual Games uses multimedia and makes it more attractive.
 Today multimedia is very important to promote any time of business easily and effectively.
Applications of multimedia in
business

 Various companies uses multimedia to entertain their visitors and make profit from
multimedia.
 Multimedia is also used to extend the list of clients using various technology such as
email, SMS, MMS etc.
 Advertising has changed a lot over the past couple of decades, and this is mainly due
to the increased use of the internet in business. Multimedia plays a great and a vital
role in the field of advertising. As whatever it is whether print or electronic
advertisement, they first are prepared on the computer by using professionals'
software's and then it is brought in front of the target audiences.
 Some of different types of
advertising are:

Some of different types of advertising are:

• Print advertising
• Radio (audio) advertising
• Television (video) advertising
• Digital advertising
• Display Ads
• Remarketing
• Video
• Social
• Search
• Mobile advertising
The New Media Paradigm

 With new media, consumers have greater access to content that interests them the
most.
 Narrowcasting shifts power to consumers, enabling them to access the content they
enjoy most, more quickly, and without having to be bound to linear and fixed methods
of content distribution.
 The shift of all culture to computer-mediated forms of production, distribution, and
communication. In the new media era, the computer assumes a dominant role as the
universal instrument of inspiration, creation, distribution, and consumption,
radically transforming old methods and workflows that have defined media production
and cultural transmission for centuries
Five Principles of New Media

CULTURAL TRANSCODING

NUMERICAL
REPRESENTATION VARIABILITY

MODULARITY AUTOMATION
Five Principles of New Media

1) NUMERICAL REPRESENTATION
The first principle of new media is called “numerical representation,” and states
that new media objects can be defined numerically as a formal equation or
mathematical function. The computer reduces every act of human
communication to a binary expression made up of zeros and ones.
Five Principles of New Media

convergence is a product of the digital revolution, made possible by the

commonalities of a shared binary language system. Before the computerization of
communication media, each system and tool functioned according to the principles
of a proprietary design and system architecture. The tools of old media—cameras,
televisions, cassette tape recorders, telephones, etc.—were discrete inventions
designed to perform a single primary function. Combining such a divergent
mishmash of technology together was like mixing oil and water. In the absence of a
common structural platform, convergence was not possible
Five Principles of New Media

2) STRUCTURAL MODULARITY
Modularity typically works only up to the point of project output and distribution.
Most multimedia production software tools, such as those used for photo, video, and
audio editing, are designed to give you a tremendous amount of control during the
editing and production process. These typically rely on a master project file. This file
gives you relatively easy access to the structural elements of the media and is
designed to make the editing process easier. Once the project is finished, however,
you’ll usually finalize the project into a more compact, portable, and less editable
format for distribution
Five Principles of New Media

2) STRUCTURAL MODULARITY

Modularity means that a new media object retains its individuality when combined
with other objects in a large-scale project. This is only possible because the
computer sees each structural element in a design as a distinct mathematical object
or expression.
Modularity allows you to build a project from the ground up, one step at a time,
without losing independent control of each element in the project.
Changes can be made at any time, to any object, without having to go back to the
beginning or to an earlier stage in the design process.
Five Principles of New Media

3) AUTOMATION
With automation, the computer can be programmed to serve as an agent of content
design and production. In the age of new media, low-level creative tasks can be
carried out through automated machine processes and preprogrammed *batch
sequences. This feature can save time and often requires little expertise on the part
of the user.

*Batch processing is the execution of a series of sequential actions performed by a

digital device or software application.
Five Principles of New Media

4) VARIABILITY
New media objects are not bound to a single fixed form but can exist, and often
do, in a “potentially infinite” number of versions. When working within digital
workflows, it’s quite common to create and edit projects in one format, while
distributing them in another.
Five Principles of New Media

5) CULTURAL TRANSCODING
The term cultural transcoding is describing the bi-directional influence of
computers and human culture acting reciprocally upon one another.

Manovich believes that new media is partitioned into two competing parts, what he
calls the “cultural layer” and the “computer layer,” and that each layer is constantly
at work influencing the other. The merging of the two layers is producing a new
“computer culture”—“a blend of human and computer meanings, of traditional ways in
which human culture modeled the world and the computer’s own means of
representing it.
“We become what we behold. We shape our tools and then our tools shape us