Although in the past there were town criers and other types of group communication, the printing press, invented by Gutenberg, is considered the beginning of the media. Thus, thousands of pamphlets and newspapers began to circulate and be available on the market.
The figure of the town crier also stands out, that individual who announced the main news without any support, only through his voice in certain parts of the city.
Word of mouth, and the transmission of fables, myths, or hoaxes on occasions, is considered as another of the initial forms of communication and of sharing ideas between a group of people.
In society, these types of channels are used for people to interact and end up sharing common criteria. Through the communication media and the information that emerges from them, users form a general opinion at a given moment about the reality that surrounds us.
Classification Of The Media
Depending on the media used, the media is classified into the following categories:
Audiovisual: They can be heard and seen at the same time. The media they use emit images and sound whose ultimate goal is to transmit information. Among these are television and cinema. Television emerged in the 30s, achieving the highest audience rating worldwide. Almost any world event can be broadcast anywhere on the planet. With regard to cinema, it is more related to leisure and entertainment than to information on events as such.
Radiophonic: They are broadcast exclusively in sound format. Its production process is less expensive and simpler than that of television. Its disadvantage is that it is geographically limited by the signals and the sound can be affected. Currently, stations can also be listened to through digital channels, which has led to an increase in users following this type of media. Platforms in the radio environment have also adapted to the digital world.
Printed: Within this category is magazines, newspapers, brochures, and all those formats that are made on paper. It is a type of medium that is in decline due to its high production cost and due to competition from digital media. Many newspapers have adapted their information to digital media, even ceasing to create the newspaper on paper. They require a lot of manpower to execute: editors, printing machines, proofreaders, copywriters, photographers. All these increase production costs and the public nowadays opt for information through other types of channels.
Digital: They emerged in the 1980s under the name of new technologies. Today they have become information leaders and have expanded massively. Computers, mobiles, and all kinds of technological supports are used to access them. The Internet has become a source where millions of people find the information they are looking for more quickly and more easily.
Traditional Media Vs Digital Media
For a company from the last century, (we are referring to the twentieth century, which not so long ago) communicating was: defining objectives, developing strategies, making messages, and spreading them mainly in two ways: in the media through what today we call it “traditional advertising”.
It would be tried that said publicity had a direct impact on the target audiences (or stakeholders). How? Physical spaces were purchased at points likely to be seen by a discriminated public (posters, billboards, advertisements, television, radio, merchandising, sponsorship, etc.), and at these points, the messages would be disseminated as directly as possible.
This route continues to be exploited in communication agencies, being very important in the impact that the messages sent can have and remains among the main concerns of marketing and communication directors.
But the expansion of the internet and the massive diffusion of corporate communication offered by this new medium have led to a change in the communication strategies of all companies.
But, How Are These Two Great Media Different?
The traditional media (radio, press, and television) generally handle a basic formula within the communication process: the sender (medium) is in charge of sending or transmitting the information to the receiver (reader, listener, or viewer) and the feedback is difficult to quantify, measure and manage.
Digital communication or New-media takes place in a world interconnected by the internet, which is made up of digital citizens who are called “users”. This interconnection of users (receivers) substantially transforms the way in which this message issuance process is developed, because it adds value to the interaction. What does this mean that, with the new means of communication, it is not only possible to transmit a message or idea, but also interaction and collaboration between all the people who use it and who are interconnected on the network.