TOPIC 1: INTRODUCTION TO INTEGRATIVE MEDIA

1.1 DEFINITION

Media • Usually refers to tools to create, store, and/or

deliver information or data in mass media communication such as newspaper, magazine, or television

• Types of media:• newspaper – printed media• television – electronic media• Other?

• Media elements: people, channel, tools (hardware and software), medium, media types, and the list goes on.... (depends on what types of media you are referring to)

1.1 DEFINITION

Integrative Media • Combination of media elements to deliver

information for creating high impact communication.

• Examples:• Electronic media, communications delivered via electronic or

electromechanical energy• Hypermedia, media with hyperlinks• Multimedia, communications that incorporate multiple forms of

information content and processing such as text, graphic, animation, video and audio.

• New media, a broad term encompassing the merging of traditional media with the interactive power of computer and communications technology

• Print media, communications delivered via paper or canvas• Social media, media disseminated through social interaction

1.2 MEDIA EVOLUTION

Usually refer to "old" media forms, such as print newspapers and magazines, that are static representations of text and graphics.

A generic term for the many different forms of electronic communication that are made possible through the use of computer technology

Example: Websites Streaming audio and video Chat rooms E-mail On-line communities Web advertising DVD and CD_ROM media Virtual environment List goes on.....

Old Media New Media

1.4 EXAMPLE OF MEDIA INTEGRITIVE

Multimedia• Multimedia is a medium with multiple content forms.• Able to create high impact communication thus has been

used widely in various application such as learning, entertainment, businesses, marketing and so on.

• Types of contents usually integrate in creating multimedia presentation/application.• Texts• Graphics• Audio• Animation • Video

1.4 EXAMPLE OF MULTIMEDIA PRODUCT

1.4 MULTIMEDIA CONTENTS FORMS

Texts• Human readable sequence of characters to form

words to explain or describe about subjects / contexts / situations /....

• It is use to strengthen other media.• Use to express ideas, information, knowledge and

feeling.• Wordy presentation are boring!!!

Graphics / images• Visual representation to express some subjects more

rather than text.• Can be created manually (painting/ drawing) or using

computer technology .• Computer generated images use widely in may fields

such as engineering, animation.

1.4 MULTIMEDIA CONTENT FORMS

Manual drawing Computer Generated Images

• Audio• Audio is sound within the acoustic range available to

humans.  • Generally audio is capable to influence humans feeling,

thinking and attract people’s attention.• Types of audio:

• Music - set the mood of the presentation, enhance the emotion, illustrate points

• Sound effects - to make specific points, e.g., squeaky doors, explosions, wind, ...

• Narration - most direct message, often effective

1.4 MULTIMEDIA CONTENT FORMS

• Animation • Rapid display of a sequence of still images to

create an illusion of movement.• Cartoons on television is one example of

animation.• Animation is both time-consuming and costly to

produce. For this reason, most of the animation made for television and film is produced by professorial studios. 

1.4 MULTIMEDIA CONTENT FORMS

• Animation cont:• Now many software applications are available to

create animations to be displayed on a computer monitor.

• “Only animate when it has a specific purpose”• Enhance emotional impact, e.g., air bag explosion

+ dummy movements -> car crash.• Make a point, e.g., show insertion of a memory

chip onto the motherboard (much better than a diagram)

• Improve information delivery• Indicate passage of time, e.g., clock/hourglass ->

program still running.

1.4 MULTIMEDIA CONTENT FORMS

Video A movie or other piece of material recorded on video

recorder. Note the difference between animation and video.

Whereas video takes continuous motion and breaks it up into discrete frames, animation starts with independent pictures and puts them together to form the illusion of continuous motion.

Adv: It’s quality remains for longer period of time The duplication quality is similar to the original video Able to access contents in non-linear fashion thus makes editing

easier. Dis:

Huge file size Easily to be copyrighted without permission The transfer of video digital take quite some time

1.1 MULTIMEDIA CONTENT FORMS

Examples : Printed

Newspaper Magazines Posters Brochures/Flyers Banners

Web-based Blog Websites Wikis Social Media: facebook,

twitter,

1.5 MEDIA DELIVERY METHODS

Electronics-Based Television Radio Mobile

Others? What would you call or this kind of info delivery?

Super impose image

Piracy & copyright issues Intellectual property abuse Plagiarism

1.1 INTEGRATED MEDIA - MISUSE