Development of Communication and Media

1. Meaning of Media
• The word “media” comes from medium, meaning a middle layer or an
intermediary.
• Definition: “A medium or method that transmits an action from one side to
another.”
• Media acts as a mediator between the sender and the receiver of information.
• Messages travel through channels that allow communication.
• Media can take different forms, depending on the tool or platform used for
communication.
• Example: A school bulletin board is a medium for sharing messages.
• Different media shape messages differently depending on how they transmit them.
• Media does not just transmit information passively; it can also influence perception
and interpretation.
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2. Types of Media
- Presence Media (현시 미디어): Used in direct, face-to-face communication. Examples:
• The human voice of a performer
• Facial expressions during a conversation
- Representation Media (재현 미디어): Tools that recreate or express messages through
creative means. Examples:
• Writing, paintings, photographs
• Movies and digital graphics
- Technology-Based Media: Media developed with the help of technology. Examples:
Telephone, radio, television
- Key Idea: Media evolves to expand human communication beyond time and space
limitations.

3. Historical Development of Media

• Media has evolved in four major stages:

1) Text Media
- The invention of writing enabled knowledge preservation and sharing.
- Examples: Papyrus, early newspapers.

2) Print Media
- Printing technology revolutionized mass communication.
- Examples:
• 1456: The Gutenberg printing press.
• 18th-19th century: Growth of newspapers.
• 1833: The first penny press newspaper, The Sun.

3) Electronic Media
- Development of radio and television.
- Examples:
• 1920: The first radio broadcast.
• 1941: The first TV broadcast.
4) Digital (Converged) Media
- The emergence of digital technology and internet-based media.
- Examples:
• 1971: Intel’s microprocessor.
• 1991: The start of the World Wide Web.
- Impact of Media Evolution:
• Shorter technology cycles.
• Overcoming spatial and temporal limits.
• Greater efficiency in encoding/decoding information.
• Increased centrality of media in communication.

4. ICT Development and Media Evolution

(Information & Communication Technology)

- ICT has revolutionized traditional media industries and changed advertising and PR
strategies.
- Examples of changes:
• Traditional media like newspapers and broadcasting now operate online and on
mobile platforms.
• ICT companies are entering the media industry.
• Advertising technology (Ad Tech) is using new technologies like:
• QR codes
• Location-based services
• Augmented reality (AR)
• Artificial intelligence (AI)

5. Characteristics of Digital Media

1. Digitization
• Data as atoms → Data as bits: Traditional media (like printed newspapers) is now
digital.
• Digital information can be processed, stored, and shared easily.
• Digital platforms allow interactive and real-time communication.
• Convergence: Integration of different industries and services (e.g., Google, Apple).

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• Media + Computers: Expanded functions and usability.
• Networks allow access to large amounts of information (e.g., Netflix, big data
services).
- Smartphone: camera, computer, smart tv, mp3

3. Mobile Media
• Wireless networks allow continuous access to information.
• Personalized and customized services are growing.
• Example: Personalized advertisements based on browsing history.

6. Media Platforms and the CPND Ecosystem

(CPND: Content, Platform, Network, Device)

• Media is now platform-based rather than just a broadcasting tool.
• Roles of media platforms:
• Provide a space where various content types are created and consumed.
• Users actively participate by producing, sharing, and distributing media.
• Example platforms: iTunes, Google Play, YouTube, etc.

Key Takeaways
• Media is an intermediary in communication, not just a passive tool.
• Media has evolved from text → print → electronic → digital/converged.
• ICT advancements have led to new forms of media and advertising.
• Digital, smart, and mobile media are transforming communication.
• Media platforms now dominate the industry, allowing more interactive
participation.

Information and Communication Technology (ICT) Development and the

Evolution of Media

CPND Ecosystem and Media Platforms

1. What is the CPND Ecosystem?

CPND stands for Content, Platform, Network, and Device, which are the core areas
of the information and communication industry. These four elements work together to
shape modern media and communication.

 Content → Information, entertainment, and messages created for audiences

 Platform → Spaces where content is gathered, distributed, and consumed
 Network → The infrastructure that connects users (e.g., the Internet, mobile
networks)
 Device → The physical hardware used to access media (e.g., smartphones,
tablets, computers)

2. Role of Mass Media

Mass media traditionally acts as a producer of social messages through organizations

like newspapers, TV stations, and online news platforms. These organizations decide
what information is important and how it should be delivered to the public.

3. Media Platforms and Their Functions

 Definition: A media platform is a space where diverse types of content are

collected, shared, and consumed.
 Characteristics:

o Brings together different people for production, consumption, and

distribution
o Facilitates interactions between users to create value
o Helps different industries work together for mutual benefits
Examples of media platforms:

 E-commerce platforms (like Amazon, eBay) where businesses and

consumers interact
 Advertising platforms (like Google Ads, Facebook Ads) where companies
promote their products

Key takeaway: The traditional approach of broadcasting ads and

waiting for consumers to respond is outdated. Now, companies must
engage actively with their audience.

The Evolution of the Web Ecosystem

The web has evolved from simply connecting information (Web 1.0) to connecting
people (Web 2.0), and now to a system where information is owned and
decentralized (Web 3.0).

1. Web 1.0 – The Era of Information Connection

 Characteristics:

o Mostly one-way communication (producers → consumers)

o Static websites with little interactivity
o Users could only read content but not interact or contribute

Example: Early websites like Yahoo! and MSN where users could only view news or
articles but couldn’t comment or share.

2. Web 2.0 – The Era of Social Connection

 Characteristics:

o Interactive communication and user-generated content

o Growth of social media platforms (YouTube, Facebook, Twitter)
o Users become both content creators and consumers (prosumers)

Example: YouTube, where users can upload their own videos and interact with others
through comments and likes.

3. Web 3.0 – The Era of Information Ownership and Decentralization

 Characteristics:

o Data is owned and controlled by users rather than centralized

companies
o Semantic Web – AI helps computers understand and process data
efficiently
o Technologies like Blockchain enable secure, decentralized
transactions
o Increased focus on privacy and data security
Examples:

 Cryptocurrencies (Bitcoin, Ethereum) → Users control their financial

transactions without banks.
 Decentralized social media → Platforms where users own their data instead
of companies.

Key takeaway: Web 3.0 is shaping the future where users have more
control over their data, and artificial intelligence plays a major role in
understanding and delivering information.

Summary of Web Evolution

Web
Main Feature User Role Example
Version
Static websites, one-way
Web 1.0 Passive consumer Early Yahoo!, MSN
communication
Social media, interactive Prosumer (Producer
Web 2.0 YouTube, Facebook
platforms + Consumer)
Decentralization, AI, Data owner, AI- Cryptocurrencies,
Web 3.0
blockchain assisted user Semantic Web

This transformation shows how the internet has moved from a simple source of
information to a collaborative space and now towards user empowerment and AI
integration.

Visual Representation of Web Evolution

 Web 1.0 → A producer sends information to consumers

 Web 2.0 → Users share and interact with information
 Web 3.0 → A decentralized network where users own and control information

This transition represents a shift from passive consumption to active participation

and, finally, to decentralized ownership.

Conclusion

The evolution of ICT and media platforms has reshaped the way people create, share,
and consume content. Businesses and users must adapt to these changes, from
traditional mass media models to interactive and decentralized ecosystems.