Media

Media and Advertisement

Media

In past, people did not have many ways how to communicate with their friends or relatives living far from them or how to get some information. They could write letters or send someone with a message and it was all. Today, our communication is much easier.,apart from face to face communication  ,we can use letters or faxes (which is maybe quite old-fashioned), write an email, send an SMS, make a phone call or use ICQ or SKYPE.

And if you wish to get some information about a very remote (distant) country? You can simply buy a newspaper, a magazine, turn on the radio of television or sit down to your computer and use the services of the Internet. Media has changed our lives significantly....

Newspapers is the oldest kind of media. There are different  types:
 Daily press (denní tisk), periodicals (daily, weekly, fortnightly (14ti-deník), monthly, quarterly, yearly), journal.

There are two types of them:
a) Broadsheets / quality paper - serious, you can believe them, a lot of information, headlines and photographs are mostly smaller than in tabloids. (Ad.: It is called broadsheet because of big format)

The US : USA Today, Wall Street Journal, New York limes, Washington Post, etc.

The UK: The Times, The Telegraph, The Guardian, The independent, etc.

b) Tabloids / gutter press - bring gossips,

 Magazines -printed on better paper  , more expensive, can contain CDs or DVDs today, specialized - films (Cinema, Premiere), music (Rolling Stone), geography/nature (Koktejl), and more...

The US The National Enquirer, Star Magazine, Globe, etc.

The UK The Daily Mirror, The Sun, The Daily Mail, the Express, etc.

Do you read newspapers? What is your favourite newspaper? What is your favourite magazine? What do you think about magazines for young girls?

Radio

print media was the only form of mass until the invention of the radio in about 1914. In the US Radio became popular in America with about 60,000 radios in 1922 which grew up to 10 million radios by 1929. The first radio stations were created by companies who made radios. People bought a lot of radios so the companies had enough money to build many radio stations and they didn‘t need advertisements. Later, when other companies wanted to start stations the only way they could pay for advertisements In the US, radio was a business.

 In the UK the radio was paid for by charging a yearly fee (poplatek) to people who owned radios. This is called noncommercial or public broadcasting. The money was given to a government company called the British Broadcasting Corporation (BBC).

 The radio stations in the UK - national (non-commercial): Radio One, Radio Two, Radio Three, Radio Four. Local radio stations: Radio Cambridgeshire and Radio Devon, etc.

Commercial radio stations: Classic FM, Pirate FM and many more broadcast in cities, especially London.

Television

Another mass medium was television (TV). Broadcast TV  was important because people could see images and sounds.

The television belongs to the most popular media in the world. There are about 1000 channels. Each country has different channels, but there are some channels, which you can see anywhere. To these channels belong MTV, the world most popular music channel, CNN; there are just news.

In the US - By 1950, there were only three national stations in the US: NBC, CBS and ABC (which was smaller). Around 1990, when many people had cable TV (CATV) with many channels and many choices, channels needed to specialize, like CNN with only news or MTV with only music.

Advertising started to specialize too. For example, rich people watch the Golf Channel more than poor people, so the advertisements, or ads, are produced for richer viewers on this channel.

In the UK - The main broadcaster is the British Broadcasting Corporation (BBC) Channels BBC One and Two are public broadcasting channels, paid for by license fees. Other BBC channels can be accessed through digital channels and cable. ITV (Independent Television) and Channels Four and Five are commercial stations and carry advertising.

The Internet

 It gives us unlimited possibilities  You can find plenty of information about whatever you want.  You can download stuff from the Internet. You can even create your own website! Nevertheless, you must be careful! A lot of information may be a bit modified and you cannot believe everything you read.