3rd Information Revolution:

Mass Media
BM - 3

The Industrial Revolution

With the Invention of steam power, Europe and the US shifted from an agricultural to an industrial economy Everything was mass produced, producing the MASS SOCIETY

The Industrial Revolution

Coincided with the French Revolution & the American Revolution More products were available People had to work harder to afford them

Printing and the Revolutions

Both Revolutions relied so much on the printed word Lewis Mumford:
Industrial Revolution had its origins in the Middle ages Model for standardized mass production was the printing press

A Continuous Sheet of Paper

Nicolas Robert 1798, France Thought of making a continuous sheet of paper on a single machine Fourdrinier machine

Creating Demand
The Industrial Revolution brought an unimagined variety of goods to the working classes Needed more than mass production and mass distribution They needed to create DEMAND. They needed ADVERTISING.

Advertising in the Industrial Revolution

The IR of the 19th century led to a sharp increase in advertising as manufacturers sought outlets for the goods produced by their factories. Advertising bills were posted on walls everywhere. Sandwich man, sidewalks stenciled, billboards went up. It was essential to use the tools of communication to market the goods coming out of the factories.

Advertising in the Industrial Revolution

The Advertising Agency
Space brokering Lord & Thomas, NW Ayer & son, J. Walter Thompson

Brand Names
Gold Medal flour, Pillsbury flour, Kellogs Corn Flakes Nabisco (1899) created a small revolution in food packaging by emphasizing through advertising the cleanliness, freshness and convenience of crackers wrapped in wax paper inside a cardboard box.

Photography
Roots: camera obscura Joseph Niepce Produced the first true photograph the courtyard outside his window, 1827

Etched on a copper pewter plate

Exposure time was 8 hours!

 Louis Daguerre Improved Niepces process 1837

Copper plate coated with silver exposed to iodine fumes created a layer of light sensitive silver iodide

I will call it the daguerrotype! However, no negatives.

Photographic drawing

William Fox Talbot English botanist Created the negative image, the dark and light areas reversed
Reversed copy

Re-reversed copy

 Sir John Herschel 1839, treated exposed developed image with sodium thiosulfate (hypo) followed by washing with water

Positive (+) Negative (-)

photography

Spread of Photography
1847 half a million photographic plates were used in Paris alone New chemicals and lenses were being developed By 1850, the cost of having a photograph taken went down that even the common man can afford it. 1851 Frederick Archer wet plate photography more sensitive, shorter exposure time Photography was a means of recording history.

Telegraphy
Telegraph to write at a distance Samuel FB Morse realized that electrical current could be used as a the basis for a telegraph 1843 1st public demonstration of the telegraph
What hath God wrought?

Telegraph lines in 1891

Effects of Telegraphy
Changed the way information was formulated Changed the way people conceived and used information Fostered changes in society through new ways of doing business and through new business Served as a catalyst in the formation of the first true mass media the penny press.

Telephone
Alexander Graham Bell, March 10, 1876 Electrical speech machine Used as early radio in several European nations

Mr. Watson come here. I want you.

The Information Pump

Literacy + Printing + Continuous Paper ____________ = newspaper Would give birth to the news-reading public.

Early Newspapers
2 Types of newspapers
Commercial press
About trade

Party press
Promoted a set of views plus the candidates who adhered to them

A single copy of a newspaper cost about 6cents and a subscription might be ten dollars a year

Early Newspapers
Editorial: previously published information received from outside sources Newspapers as businesses: advertising

The Penny Press

1833 Added a third type of newspapers The newspaper for the working man Features articles on scandal, crime and human interest stories Income: advertising and individual copies Photos used not only for information but also to stir emotions.

Origins of Radio
James Clerk Maxwell Scottish physicist

Heinrich Hertz German physicist Electromagnetic waves do exist! Theory of invisible waves

Signals in the Air

Guglielmo Marconi wireless telegraphy 1901 founded the Marconi Wireless Telegraph Company of America which later became Radio Corporation of America (RCA)

Voices on a Wire
Lee de Forest Invented the audion tube not only detected radio waves but regulated the flow of electrons and amplified them volume of sound could now be controlled

Radio Broadcasting
Reginald Fessenden Christmas 1906 1st public transmission of human voice
Also the first radio broadcast of entertainment and music

Radio Broadcasting
1916 Lee de Forest broadcast music and an occasional news or sports report Manufactured equipment to tune to these broadcasts.

Motion Picture
Three roots:
Chemistry of film photography Projection magic lantern Stills in motion persistence of vision

How Movies Began

1878 Leland Stanford (founder Stanford University) Eadweard Muybridge (professional photographer)

http://www.youtube.com/watch?v=Yib9JhsNIQQ

 Etienne Jules Marey, 1881 Photographic revolver

 Thomas Edison William Kennedy Laurie Dickson

Invented the Kinetograph and the Kinetoscope (1891/92)

 Louis & Auguste Lumiere (France) Cinematographe

Combined camera, film printer and projector

http://www.youtube.com/watch?v=S1G6v4Ycmnk http://www.youtube.com/watch? v=1dgLEDdFddk&mode=related&search=

Lumiere Films
December 28, 1895 1st motion picture projection Before a paying audience in the basement of a Paris caf One franc 20 minutes consisting of 10 films

To summarize
NEED
Accessibility, immediacy and verifiability of information

MEANS
Steam Engine, Fourdrinier machine, telegraph, telephone, photography

SOLUTION
Newspapers, advertising, radio, motion picture

EFFECT
The audience hungered for more information

Effects of this Revolution

Printing helped sell goods, spread the revolt that would lead to the American and French Revolutions The more affordable newspaper, Penny Press, put the newspaper in the hands of the common man Advertising is the major source of revenue for all mass media The motion picture would provide people with information but the people would expect much more from them