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In communication, media (singular medium) are the outlets or tools used to store and deliver content; semantic information or subject matter of which the media contains. The term generally refers to components of the mass media communications industry, such as print media, publishing, news media, photography, cinema, broadcasting (radio and television), digital media, and advertising. Each of these channels requires a specific, thus media-adequate approach to a successful transmission of content.

The development of early writing and paper enabling longer-distance communication systems such as mail, including in the Persian Empire (Chapar Khaneh and Angarium) and Roman Empire, can be interpreted as early forms of media. Writers such as Howard Rheingold have framed early forms of human communication, such as the Lascaux cave paintings and early writing, as early forms of media. Another framing of the history of media starts with the Chauvet Cave paintings and continues with other ways to carry human communication beyond the short range of voice: smoke signals, trail markers, and sculpture.

In its modern application, the term media is relating to communication channels was first used by Canadian communications theorist Marshall McLuhan, who stated in Counterblast (1954): "The media are not toys; they should not be in the hands of Mother Goose and Peter Pan executives. They can be entrusted only to new artists because they are art forms." By the mid-1960s, the term had spread to general use in North America and the United Kingdom. According to H. L. Mencken, the phrase mass media was used as early as 1923 in the United States.

The term medium (the singular form of media) is defined as "one of the means or channels of general communication, information, or entertainment in society, as newspapers, radio, or television."

Electronic media

Developments in telecommunications has provided media the ability to conduct long-distance communication via analog and digital media:

• Analog telecommunications include some radio systems, historical telephony systems, and historical television broadcasts.
• Digital telecommunications allow for computer-mediated communication, telegraphy, computer networks, digital radio, digital telephony and digital television.

Modern communication media includes long-distance exchanges between larger numbers of people (many-to-many communication via email, Internet forums, and telecommunications ports). Traditional broadcast media and mass media favor one-to-many communication (television, cinema, radio, newspaper, magazines, and social media).

Social Media

Electronic Media, specifically social media has become one of the top forms of media that people use in the twenty-first century. The percent of people that use social media and social networking outlets went from 5% in 2005 to 79% in 2019. Instagram, Twitter, Pinterest, Tiktok, and Facebook are all the media platforms. The average time that an individual spends on social media is 2.5 hours a day. With the exponential increase of social media it has also caused a change in which people communicate with others as well as receive information. About 53% use social media to read/watch the news. Many people use the information specifically from social media influencers to understand more about a topic, business, or organization. Social media has now been made part of everyday news production for journalists around the world.

Gaming

Online

The gaming community has grown exponentially, and about 63% have taken to playing with others, whether online or in-person. Players online will communicate through the system of microphone applicability either through the game or a third party application such as Discord. The improvements upon connectivity and software allowed for players online to keep in touch and game instantaneously, disregarding location almost entirely. With online gaming platforms it has been noted that they support diverse social gaming communities allowing players to feel a sense of belonging through the screen.

Age

Gaming is an activity shared amongst others regardless of age, allowing for a diverse group of players to connect and enjoy their favorite games with. This helps with creating or maintaining relationships: friendships, family, or a significant other.

Ratings and content

As with most interactive media content, games have ratings to assist in choosing appropriate games regarding younger audiences. This is done by ESRB ratings and consists of the following: E for Everyone, E for Everyone 10+, T for Teen, and M for Mature 17+. Whenever a new game is released, it is reviewed by associations to determine a suitable rating so younger audiences do not consume harmful or inappropriate content. With these ratings it helps the risks and effects of gaming on younger audiences because the exposure of media is believed to influence children's attitudes, beliefs, and behaviors.

Reach

The usage and consumption of gaming has tremendously increased within the last decade with estimates of around 2.3 billion people from around the world playing digital and online video games. The growth rate for the global market for gaming was expected to grow 6.2% towards 2020. Areas like Latin America had a 20.1% increase, Asia-Pacific - 9.2%, North America - 4.0%, and Europe -11.7%.

Communication

Studies show that digital and online gaming can be used as a communication method to aid in scientific research and create interaction. The narrative, layout, and gaming features all share a relationship that can deliver meaning and value that make games an innovative communication tool. Research-focused games showed a connection towards a greater usage of dialogue within the science community as players had the opportunity to address issues with a game with themselves and scientists. This helped to push the understanding of how gaming and players can help advance scientific research via communication through games.

vBook

A vBook is an eBook that is digital first media with embedded video, images, graphs, tables, text, and other useful media.

E-Book

An E-book combines reading and listening media interaction. It is compact and can store a large amount of data which has made them very popular in classrooms.

See also

• Distributed presence
• Media franchise
• Media manipulation
• Media psychology
• Media and gender
• Press conference

References

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 This article incorporates text from a free content work. Licensed under CC BY SA 3.0 IGO (license statement/permission). Text taken from World Trends in Freedom of Expression and Media Development Global Report 2017/2018​, 202, UNESCO.

Further reading

• McQuail, Denis (2001) McQuail's Mass Communication Theory (fourth edition), Sage, London, pp. 16–34. MAS
• Biagi, S. (2004). Media Impact. Wadsworth Pub Co, 7th edition.
• Caron, A. H. and Caronia, L. (2007). Moving cultures: mobile communication in everyday life. McGill-Queen's University Press.

• Communication