The Impact of Media

The world as we know it today is radically different from the world people lived in fifty years ago. No one can accurately predict what the world will be like in the future. What we do know is that media and technology have played a significant role in this evolutionary process. Media and technology are affecting our lives daily through their impact on various industries.

Every industry is being impacted in significantly different ways by the advances in technology. This post will focus on media and technology’s impact on music, marketing, and television.

Music

The change in the music industry as a result of media and technology has been drastic. The earliest medium I remember using to listen to music is a cassette tape. I recall the days where I would listen to the radio and have my cassette ready to record my favorite song so I could listen to it again. All we have to do today is select repeat on our latest music device and we instantly get to hear the song as many times as we want. Back when my parents were growing up and records were popular, this was probably  a luxury they never would have imagined.

The change in the way we are now able to obtain music, as a result of increases in technology, has impacted the music industry in several ways. The music industry used to thrive off of its record sales. Through advancements in technology, music industries are no longer making their money off of recorded music. They now rely on touring and merchandise. Free music downloads and internet piracy have created this shift. Many artists are now considering giving away their music as promotional tools, which has become easier and easier to do with programs such as iTunes and the creation of websites like Pandora and Grooveshark.

Music is headed in the direction of becoming a social experience.  People have always enjoyed sharing music with others and now thanks to technology, sharing music is easier than ever. The creation of Facebook has brought people together like no social medium has done before. Combine Facebook with music and a new social experience has evolved. Zuckerberg, the founder of Facebook, and Sean Parker, the inventor of Napster, have worked together to make Facebook a medium where music is shared. If artists are willing to share their music for free, Facebook could not be a better medium to do it with. Facebook connects people all over the globe and now people all over the world will be able to share music with one another. Music has the potential to spread like never before.

The shift in the music industry is really nothing more than a reallocation of the way we experience music. Where consumers used to spend their money purchasing songs, this shift in the music industry will allow us to spend our money on concert tickets and merchandise. If artists are comfortable with the idea of giving away their music, in the long run they will probably be more profitable. Artists make more money off of their concerts. By allowing more people to experience their music for free, people will listen to their music more and artists will gain larger followings.

The advances that technology has brought about in the music industry are helping to reshape the culture that surrounds music. While record companies may be fearful of this change, I find it very exciting.

Marketing

Over the past few years, people who work in marketing have had to completely alter their business practices as a result of technology. Recent changes in technology have occurred so rapidly that companies are struggling to keep their employees up-to-date on the latest trends. The result is a digital talent gap. Colleges have not yet begun to teach the skills necessary for the current business environment. Technology is  changing so rapidly that colleges are not able to keep up with the latest trends. Even business who offer seminars for their employees struggle to offer the most relevant and applicable sessions.

People are being forced to take a proactive approach in their work. Continuous learning is now more important than ever, but also easier to accomplish thanks to technology. The Internet is now accessible almost everywhere. We can easily search the Internet from our phones. The increase in the use of technology in marketing means people have to adapt to a new lifestyle. People can no longer resist the new trend toward technology. If people are not willing to accept and implement social media, their jobs will soon be obsolete. Marketing employees must develop new and creative ideas in order to stay above the competition.

Mobile marketing is one of the latest trends. Smart phones and tablets will soon dominate the world, meaning that everyone will have the Internet within reach. Developments are underway in making these devices more user friendly to ensure no one will be left out. With mobile marketing, people are going to be bombarded with more marketing than they have ever experienced, but also given more opportunities for promotions than ever before. The mobile marketing world is just one of the branches of marketing that is expanding and transforming rapidly. Businesses must adjust their marketing strategy to accommodate for the changes in consumer behavior.

On the horizon is augmented reality,which will flow smoothly into mobile marketing. Early forms of AR have already been developed, but more complex applications are underway. This emerging technology superimposes computer-generated images on the real world, courtesy of a cell phone camera or special video glasses. AR enables a person to immerse themselves into a different reality. A consequence of this may be that we become isolated within society, but only time will tell.

People need to get used to the changes in marketing. As technology develops, people are going to be hit with more and more marketing messages. This may become an annoyance for people but is a huge advantage for marketers. Every day new ads are appearing on my phone. As technology increases marketers are only going to develop more creative strategies on how to reach their target audiences.

The marketing field has been significantly impacted by technology, and its true impact has really just begun. The introduction of social media as a prime marketing strategy has altered the number of people marketing strategies can reach and how fast information is able to spread. The more effective ways marketers can discover to implement social media and technology, the greater impact marketing can have. Companies are investing more money in marketing than ever before as they hope to reach a wider audience. There is currently limitless potential for marketers as technology continues to expand. Many challenges are ahead for marketers, but for most the future should look promising.

Television

The television industry is about to undergo some revolutionary changes. As television changes, other industries will have to adapt. There are currently five trends that shape the television industry. The most important of these in relation to the future of television are the fact that TV embraces the Internet, it is more social, and advertising is more targeted.

Television has become more perceptive thanks to gaming systems like the Xbox. Through the Xbox, people are able to control their televisions simply by talking to them. This type of interaction with television is just the beginning. Soon we will be interacting with all sorts of different devices. Xbox believes it is creating the future of TV with their vision of bringing people all of their entertainment. Microsoft is the leader in the television interaction industry currently and has become the person to beat. People believe this system has established a benchmark that competitors will now have to work to beat. Past trends in technology development have shown a good challenge usually brings about some incredible new devices.

The future of the television industry no doubt puts control back in the hands of the consumer. With the internet working in combination with the internet, unlimited content will be available to consumers. Artificial intelligence and society will work in combination to achieve all that they desire through their televisions. TV will no longer simply be used to view programs, it will become a means through which we interact and communicate with others. Television will connect us to one another just as all other forms of technology are working to do currently.

The future of interactive television will in turn alter the future of advertising. If television becomes interactive, so will advertising, which opens up a whole realm of possibilities for advertisers. On an interactive television people will be able to determine which ads they wish to view, get coupons directly from the screen, play along with game shows, get game stats, or purchase items from a button on your remote. Web-TV is the first step towards interactive TV. From there the possibilities are limitless.

The future of television is uncertain but exciting. Interaction with television will change the way society functions. People will be able to do more through the comfort of their home than ever before. The technology that has been created for interactive television has the power to change how the world interacts. If the technology is developed to work in all our different devices, human interaction will be drastically altered. Interactive television has the power to make the world more interconnected than it currently is. Interactive television is really just the starting point to what can be accomplished through inter-connectivity.

Conclusion

Media and technology play a significant role in the world that we live in. We interact with technology on a daily basis and this interaction is only going to increase as times goes on. As technology advances, it is reshaping industries. Many positive and negative implications come about as a result of technology. It is though these implications that we learn what we can and cannot live without. Some people may love what the future holds while others are afraid to embrace it. The world is a dynamic place, and it is time to connect.

Design Interaction

I have always wondered how people are able to come up with the amazing inventions that they do. The funny thing is, they are often a result of an accident or simply a new way of thinking about something. In one of my classes, we had a guest presenter on design interaction. The way designers come up with new, innovative ideas is to go back to the basics. The thought is so simple, yet one I have never thought of. As always though, going back to the basics is easier said than done.

We discussed examples of how the future of technology design is to become a part of our everyday lives. We no longer have to force ourselves to incorporate technology into our lives, it happens seamlessly. The challenge of designers is to make this process flow even more smoothly. We viewed the worlds first mobile augmented reality browser that is accessible on a mobile phone. This app, created by Layar, is only the beginning. The following video, by the same company, shows how augmented reality is becoming a part of everyday life.

Design interaction seems like it is a new concept that is here to stay. Designers have only just begun to capitalize on all of the benefits that design interaction can provide. One of the most incredible aspects of design are the mechanisms people have come up with to trace activity. In class we discussed eye tracking. Studies have been performed to show how consumers use websites. This information is invaluable in helping companies improve the design of their websites. Through the studies, companies can determine how accessible and user friendly their website and apps really are. Knowing the simple fact that people follow an F pattern (as shown below) when they read can significantly alter the way a company designs their websites.

The key aspect of design interaction is that it focuses on meeting the needs and desires of the people who use the product. In today’s market, focusing on the consumer’s desires are extremely important. Companies who take this approach as the ones who are the most successful. Apple is a perfect example. By listening to customers needs and desires, Apple has become one of the worlds leading companies. Design interaction and Apple products go hand in hand making them a force to be reckoned with. Apple is constantly working to create better product experiences. I seem to always be holding my breath wondering what Apple will come up with next.

Design interaction is no longer a concept, it has become an integral part of our lives. The way we interact with our products has become second nature and we don’t even realize how conveniently products are designed to work with us. After learning about design interaction, I look at my computer and cell phone and am amazed at how seamlessly they work. Design interaction has advanced exponentially in the last few years, but it is still relatively new. This excites me to know that there is a whole world left to be discovered in the realm of design interaction. With the way technology advances, we never know what is yet to be discovered.

Relationship Review

An ongoing theme  this blog continually touches on is how technology affects many aspects of our lives. One area most people probably don’t think about on a regular basis is how technology affects our relationships. Lets take a few minutes to look at both sides of the issue. Have relationships changed as a result of technology?

The world is more interconnected now than ever before thanks to mediums like Facebook, Twitter, blogs, LinkedIn, email and more. Some people argue that this interconnectedness has not come without a cost. The more we use technology, the more it becomes integrated into our lives; therefore, we become more interconnected with other people’s lives. The Internet facilitates the ability of technology to keep us all connected. More recently, there has been research done on Internet addiction. Researchers suggest that the Internet is the television of the 21st century. They are both electronic drugs that keep people away from quality relationships with others. This could go to show that technology has been affecting relationships since the beginning.

Communication has changed as a result of technology. When we solely rely on technology to communicate with one another, we isolate ourselves. Relationships are a two way street. We may be communicating with on another, but we are not connecting with one another in the same way. It is completely a matter of opinion how people prefer to communicate with one another and what they think is the most effective way to communicate. Technology has opened up new ways for people to communicate that can impact relationships.

People may be able to express themselves better through writing than through verbal communication  making social media an asset. For these people, technology facilitates a way for them to strengthen their relationships. There are some things I would love to simply communicate through a social medium rather than confront a person about  face-to-face, but I know some of those things should be spoken. When a technological barrier is present, it is much easier to say something you would not normally say to a persons face. Relationships suffer when people no longer know where the line is. What people are trying to say might not come across as effectively through written communication. People emotions and reactions can be interpreted the wrong way. Sarcasm is hard to decipher when read from a screen unless you know the person pretty well. Even then it can be tricky.

Once something is written online, there is a permanent record. People have to be careful what they are willing to write. Technology can help relationships by providing a communication medium, but it can also hinder relationships when communication that should be face-to-face takes place through technology. The amount of communication that takes place through technology is also a significant factor. When all communication takes place through technology and there is no verbal communication relationships suffer. There is a need to find a happy medium.

Some people may argue that relationships have in fact not changed as a result of technology, but they have simply evolved to fit within the new structure of society as it has developed. Religion is an example of this. The overall principles of religion have not changed throughout the years, but many churches have adopted modern approaches when tackling the subject. The same can be said about relationships. The basic structure of relationships have not changed. What constitutes a relationship is still the same. Technology has not altered relationships most basic principles. The type of relationship and the way people communicate with one another may be altered as a result of technology, but the principles remain.

Relationships have evolved over the years and technology has more than likely played a role. One could argue that the way people communicate through technology today is the same way people used to communicate with pen and paper, but the rapid speed at which information now flows makes this a stretch. Whether or not you believe technology affects relationships, the important thing to remember is not to overuse technology and allow it to affect your relationships. Technology has the power to bring us together and tear us apart all at the same time.

Evolution of Music

Moby Video main points:

  • Record companies are falling apart, therefore forcing more people to take a more DIY (do-it-yourself) approach.
  • The quality of music has improved because more people are putting out records purely for the love of music.
  • The playing field of the music world has become more even. People no longer have to have a lot of money to break into the business.

Documentary: How to Fix the Music Industry by Max Tolkoff:

  • People’s individual work is great but it can only go so far. They need the creativity of an outside source (aka a record company) to help make themselves stand out.
  • The music industry is going to become more about independent labels. Most successful groups establish themselves on their own through MySpace and YouTube.
  • People need to begin providing quality music. Today there is too much mediocrity. Listening to consumer preferences is what is the key to fixing the industry.
  • Music has to become engaging again. It has to take risks and it has to be on demand. No one wants to wait around anymore. We want it now.
  • Music on television has been successful due to the fact that it is easily accessible. People can access the music from their shows websites right after the show has aired. Convenience is the key.

After watching two videos on the music industry, as summarized above, there is no doubt that the music industry is evolving and has been for years. Both videos seemed to agree on the fact that record companies are no longer as significant as they used to be. With the increase in technology that everyone has access to today, this makes sense. People no longer need recording studios to make them well known. This is also the reason that the playing field in the music industry has evened out. People don’t need fancy equipment to generate music like they used to. Mediums such as MySpace and YouTube can achieve the same results that recording studios used to. A lot of my friends pride themselves on discovering artists before they become known to the world. Technology has made it possible for people to do this. I do believe recording studios can be of major help to artists who are in need of some creative guidance, but overall they are going out of style.

 

One video claims that the quality of music is improving due to the fact that people are writing music purely for the love of it. The other video claims that music has become engaging again. When people have a passion for what they are doing it is going to show. People are more willing to take risks because if they don’t work, they experiment until they find the right fit. If people are listening to their audience then they are going to achieve great results. This is what Steve Jobs did with Apple and why it is a major success. Consumers are always right. If musicians listen to the consumers, they are going to go far in the music industry. The music industry is slowing discovering what consumer preferences are in regards to music. Consumers want music on demand. The reason music sales from television shows has been so successful is due to the fact that people can easily and quickly access the music after the show has aired. This proves that people are all about living in the moment. If we have to wait for something, we are likely going to forget about it. The key to fixing the music industry is to listen to consumers. There is no way the problem can be solved in a day, but if musicians begin to listen to what consumers want the industry will slowly, drastically change.

Marketing Industry Leaders use of Social Media

With the continually changing environment of the marketing field, future marketing professionals must dig deeper than the information we learn through our textbooks and professors in our college classes. One way to do this is to follow current industry leaders. Social media enables us to do this without having to take a lot of time out of our busy schedules. With all the work college students have, we have to use our extra time efficiently. By following leaders on blogs, twitter, facebook, etc., we can select the topics that interest us the most.

One nonprofit marketing industry leader that I follow is Katya Andresen. She uses Twitter effectively by tweeting whenever she posts a new blog entry. Instead of having to go to her blog and skim the articles, I can use Twitter to find out a brief description of the article to determine if the article would be applicable to me or not. Not only does she tweet about her recent blog posts, but she also posts relevant articles that other people have posted. This saves me from having to search the web in order to obtain articles that will impact my future career. This also provides me with a wider array of topics than I would have discovered myself.

Another marketing industry leader that I follow is Erik Qualman who focuses on how to utilize social media effectively. He also blogs and tweets, but in a much different way than Katya does. His blog teaches marketers the latest ways they should be incorporating social media into their businesses. By following his blog, I can easily remain up-to-date on current marketing strategies. If I need an opinion on social media, I know that by going to his blog I will more than likely be able to find a solution. His tweets often contain interesting facts that are happening in the marketing world. These facts give me a good base for what to look up if I want to know more about it.

Tom H. C. Anderson is known as the next generation market researcher. His blog discusses the latest trends in market research. He often posts about conferences he attended or spoke at, which gives me an idea of which ones will potentially be of value to me one day. Like Katya, on twitter, he posts articles on some of the latest news in social media. He also uses twitter as a platform to answer questions that people have for him. I like to see the questions people post because often times they are things I have not thought of before.

Following industry professionals is a great way for people to stay up-to-date in the marketing world. For college students, following industry professionals on social media is a way to cut out all the clutter that fills the rest of the web. I value the topics the industry leaders I follow discuss so when clicking an article I tend to always find some application that pertains to my life. Social media is a powerful tool and can be used in many different ways. Learning more about your industry is just one of the many ways social media can benefit you.

InDesign Basics

Introduction

Setting Up Documents

Starting a document

  • Welcome screen should appear, if not go to Help and select Welcome Screen
  • Go to New, select Document
  • Two types of documents (can be changed later) – print or web
  • Facing pages check box allows you to create two pages that are bound by a common spine
  • Columns – should be either two or three
  • Save preset if you select these settings commonly

Getting around your document

  • Shows how to open an existing document and how to get around a document by zooming in and out and panning around
  • To open document use ctrl o
  • Greek text is shown as bars but is not how the text will print or export; once you zoom in the text will appear as letters, not Greek
  • zoom in press ctrl +; zoom out press ctrl –
  • zoom tool – press z key
  • to access hand tool for panning around – press and hold spacebar
  • if text is active press and hold the alt key and drag around in order to scroll the document
  • pressing alt and spacebar at the same time, you will always get the hand tool

Working with rulers and guides

  • to change unit of measure on rulers, right click the ruler and choose the desired unit of measure
  • maroon lines show where to include data; purple lines show the column divisions
  • toggle pages press F12
  • every single guide you create can be a custom color
  • to create a guide select Layout then select Create guides

Formatting text

Making text frames

  • shows how to create a text frame, which is a container that holds text inside a document
  • a text object must be active inside a document because InDesign relies on the objects in order to be able to scale every different object
  • to create a new text frame use the rectangle frame tool by pressing the f key
  • to select the type tool press the t key
  • you can also create a text frame directly by using the type tool and then dragging inside the document
  • go to menu and then fill with placeholder text to fill a text frame with text
  • go to object and then select text frame options to align text differently

Formatting type

  • learn how to apply character letter formatting attributes (typeface, style, size etc.) to text inside InDesign
  • leading is the same as line spacing which is the horizontal distance between lines of type
  • ctrl shift > – incrementally increase size of text
  • ctrl shift < – incrementally decrease size of text

Formatting entire paragraphs

  • introduction to paragraph level formatting attributes such as alignment, indent, and paragraph spacing
  • go to type menu and select show invisible characters
  • to distinguish paragraphs use first line indent; usually 1p or 1p6
  • usually either use paragraph spacing or line indent

Color typing

  • shows how to add color to both text and text frames
  • color is a character level formatting attribute
  • click A in top left hand corner

Using Automated Formatting

Creating paragraph styles

  • learn how to work with paragraph styles which rank among the most essential ingredients to successfully laying out pages
  • a paragraph styles enables you to apply entire collections of both character and level formatting attributes
  • go to Essentials button and select Advanced to bring up more panels, then click on the works paragraph styles

Adding bullets and numbers

  • shows how to automate the creation of  bulleted and numbered lists
  • can either choose bulleted or  numbered list; can be changed later
  • to change bullet, go to drop down menu on the top right hand corner and select Bullets and Numbering
  • raise first line indent before you raise left indent

Formatting Pages and Pouring

Navigation pages

  • learn how to navigate between pages and how to add and delete pages
  • toggle pages, press F12
  • to fit the spread in a window, press ctrl + opt + 0
  • move forward 1 page: shift + page down
  • move backward 1 page : shift + page up
  • ctrl j to jump to a specific page
  • to add a page between pages press alt + click

Placing and flowing text

  • shows the manual approach as well as automated tips on how to import text
  • red arrow box shows the error message; double click to open
  • click on cursor sign and then move the text to the next frame
  • clicking and dragging the yellow diamonds curves the top of a text box

Using master pages

  • learn how to exploit master pages which allow you to repeat text and graphic elements over multiple pages inside of a document
  • also allow you to establish footers and folios which include footers
  • go to the pages panel and select A-master
  • to insert a page number go to Type, Insert Special Character, Markets, Current page number or Alt + Shift + Ctrl + N

Adding Photographs and Art

Placing images

  • learn how to import image files; includes any type of image format
  • introduces links panel
  • shows how to place multiple images at the same time
  • go to File, Place or Ctrl + d
  • Links menu keeps track of linked files
  • to import all images in a single operation, drag from one corner to the opposite side of the page
  • to add columns press right arrow key; to remove columns press left arrow key
  • to add rows press up and down arrows

Adjusting display performance

  • shows how to repair a broken link
  • then demonstrates display performance which controls the quality of your image on screen
  • every link needs to be fine in order for the document to print correctly or export correctly
  • red question mark shows that a link needs to be fixed; correct by clicking on broken link button
  • go to View menu, Display performance, High Quality Display – shows how image will really print
  • to override display on a particular, single graphic, right click, select Display Performance and then High Quality Display
  • to get ride of Greeking, to go Edit Menu, Preferences, Display Performance; then reduce Greek Type Below to zero then select Adjust View Settings to High Quality

Adding strokes and fills

  • demonstrates a few uses for fills and strokes
  • the fill is the color inside an object
  • the stroke is the color and style of its outline
  • to fill a shape, go to the control panel and click the arrow next to it
  • go to Window Menu and then stroke panel

Cropping and scaling

  • learn how to crop and scale images
  • to scale press ctrl and drag a handle
  • to preserve the original proportions of an image press ctrl + shift and drag

Combining Type and Graphics

Stacking and layering objects

  • demonstrates concepts of stacking and layering
  • allow you to determine which objects are in front and which objects are in back inside a document
  • swap fill and stroke command is shift + x
  • InDesign will always place images in the foreground
  • to move an object to the bottom of a stack right click then press arrange, then send to back

Wrapping text around a graphic

  • demonstrates how to wrap text around a graphic using the text wrap panel
  • go to Window menu and select Text wrap
  • select ctrl + alt + w to bring up text wrap panel
  • to create a controlled buffer select either offset button and increase or decrease it
  • click the broken chain icon to link all the offsets to link to one another
  • apply the offset to the object itself, not the text

Making a quick logo

  • learn how to create a logo
  • must convert letters to graphics when creating a logo
  • use direct selection tool or select tool

Saving and Printing

Saving your document

  • learn how to save a document

Preparing your document for printing

  • learn how to successfully prepare a document for output
  • learn bleeds and preflighting

Exporting a PDF

  • learn how to commercially reproduce a document
  • before sending the document to a printer, it must be bundled into a PDF document
  • shows how to export a PDF document

Conclusion