BA_MD Media Development

University of Finance and Administration
Winter 2019
Extent and Intensity
2/0/0. 3 credit(s). Recommended Type of Completion: z (credit). Other types of completion: zk (examination).
Teacher(s)
doc. Giuseppe Maiello, Ph.D. (seminar tutor)
Guaranteed by
doc. Giuseppe Maiello, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
BA_MD/pMC1920PH: Wed 12:15–12:59 E225, Wed 13:00–13:45 E225, G. Maiello
Prerequisites
Knowledge of basic terms of social communication and marketing
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of the course is to acquaint students with the historical development of the media and their reflection in the development of the society of basic developmental stages from the beginning of human communication.The course also aims to introduce social consequences of media and basic interdependence in to the spheres of social, political, economic, technological and cultural. Attention will be paid to the development of advertising in the media since the beginning of commercial communication markets inzerace in the press and other media to their use in marketing communications. After completing the course the student should understand the development of the media and its social context, based on the findings of charged infer social media features and use information about the current media environment to make rational decisions in the current period after the onset of massive on-line media and their effect on traditional media.
Learning outcomes
Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner.
Syllabus
  • This syllabus is assigned for attendance study, lectures for combined study are similar, divided into 8 thematic blocks in study materials of DSO subject. Content and structure of lectures for attendance study :
  • 1. lecture Historical assumptions of development of social communication. Epoch of signs and signals, Epoch of speaking and language, Formation and language development, Writing formation and forms of its interception, Characteristics of first civilisations and their culture, Media communication and development of power structure, Tribe cooperation, Papyrus and distribution of central power, Communication structure of Rome dominance.
  • 2. lecture Formation of towns – Europe urbanisation , Formation of markets, connection with country urbanisation, power aspects of organisation of commercial life in a country, Four generations of markets (fairs), their specifics, forms of communication, influence on social organisation, Internet fairs –ambitions, reality, rivalry a cooperation, World exhibitions EXPO – London, Paris, Brussels, Montreal, Shanghai. Perspective of world exhibitions in competition of modern media of global village.
  • 3. lecture Gutenberg galaxy. Print epoch – invention of movable letters – assumption for print expansion. Book as holder of cultural memory. Predecessors of periodical press – leaflet newspapers and newspaper leaflets. Formation of periodical press. Paper production, printer technique. Press and democratisation of information distribution. Typography and decay of Rome power and Latin domination.
  • 4. lecture Epoch of mass press – periodical press as a new mass media. Formation of first printed periodicals – Europe and America. First German and Czech newspapers in the Czech crown countries. Industry revolution. Press agencies – centres of news work. Expansion of social, economical and technological conditions of mass communication. Social a psychological paradigms. Development of periodical press in the period until 20th century.
  • 5. lecture Advertisement in European press – new phenomenon of communication. First advert our country – V.M.Kramerius. Importance of advertisement for publisher economy – expansion of advertisement in 189thz and 19th century. Technological progress in polygraphy technique – base of mass press. Way of newspaper financing – from subscription to “penny press”. Local, regional, national distribution (binding to connection with distribution of economical information). Tabloids and social control. Ethic codex.
  • 6. lecture Development of periodical press between wars and during the war. Censorship during the time. Censorship in Czech crown countries and in Czechoslovakia until 1945. Press and other media in Czechoslovakia after occupation until 1967. Prague spring in media sphere, normalisation and its consequences, exile journalism, samizdat. Development until 1989.
  • 7. lecture XIX century – age of inventions. Telephone, microphone, telegraph, gramophone – possibility of registration and long-distance transmission of information. Epoch of picture evidence. Photography. Camera obscura, lithography, daguerrothypie, scroll film, Kodak, Polaroid, digital cameras. Use of photography in journalistic and media – genre varieties. Movie formation, inertia of movement perception : technical, principal of cine-camera, cinematograph as mass medium, movie as art, as entertainment, as effective tool of propaganda and advertisement.
  • 8. lecture Formation of media with transmitted signal – globalisation. History of radio broadcasting. Radio as a symbol of social status. Development of programme structure. Television. Principles of picture distribution (Bain, Nipkow, Braun, Zworykin). First periodic television broadcasting in the world, development in Czechoslovakia. Television as a symbol of social status (suppression of radio dominance and change of programme structure).
  • 9. lecture Media is message (M.McLuhan).Technological development and its influence on basic changes of information flows. Television as a service of advertisement, cable TV, video recorders, satellite TV (television without censure), global villages, digitalisation, dual model of radio and TV broadcasting in ČR (;administrative and control authorities), two-degreed communication process and influence (opinion leader).
  • 10. lecture Social function of media. Four theories of press and their critique. Toronto school (M.McLuhan, hot and cold media). Frankfurt school (T.W.Adorno, M. Horkheimer, J.Habermans). Birmingham school (investigates especially youth and subcultures from view of education, race, ethnic and gender). U.Eco: Sceptics and comforters N. Postman: To entertain to death. Media pictures as source of social expectation. Symbolic interaction and reality conception. Cultivation theory – G.Gerbner: Mainstreaming. Reality and social consensus (W.Lippmann – stereo standardisation).
  • 11. lecture Information commodification. Media as enterprise. Internet as principally new medium, formation, development, changes of media traditions. On-line media, social nets, internet marketing communication. Influence on repro shaping of press, radio and television and redistribution of media promotional investments. Basic ways of media market development in the ČR after 1989. Specific news servers, specialised servers, blogs, YouTube. Media systems development – interactivity and multimediality.
  • 12. lecture Evaluation of study results + credit. This lecture will be devoted to discussion about studies, required for credit test finishing.
Literature
    required literature
  • MCLUHAN, Marshall a W GORDON. Understanding media: the extensions of man. Critical ed. Corte Madera, CA: Gingko Press, 2003, xxi, 611 p. ISBN 978-1584230731
    recommended literature
  • POE, Marshall a W GORDON. A history of communications: media and society from the evolution of speech to the Internet. Critical ed. New York: Cambridge University Press, 2011, xi, 337 p. ISBN 11-070-0435-7
  • BRIGGS, Asa a Peter BURKE. A social history of the media: from Gutenberg to the Internet. 3rd ed. Malden, MA: Polity, 2009, viii, 346 p. ISBN 978-074-5644-950
  • WINSTON, Brian a Brian WINSTON. Media technology and society: a history : from the telegraph to the Internet. 3rd ed. New York: Routledge, 1998, xiv, 374 p. ISBN 04-151-4230-X
Teaching methods
Lectures in full-time study and part-time study, compulsory seminar participation is 75% study.
Assessment methods
Oral exam
Language of instruction
English
Follow-Up Courses
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
The course is also listed under the following terms Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Summer 2025.
  • Enrolment Statistics (Winter 2019, recent)
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