Communication Evolution Essay Example


Communication Evolution

Communication Evolution


Evolution of communication indicates a significant change in technologies used to communicate such as media and inscription methods. Communication involves a significantly conversation, exclusive conversations and even mass communications. Evolution of communication has also led to changes or evolution of other systems like the economic, political systems and political powers. According toHauser (1998), communication has evolved as a result of human interactions among themselves and other inhuman communicators by means of natural selection and evolutionary thinking.This paper illustrates how communication has evolved over time through analysis of “media systems” as discussed by a writer of communication evolution, Smith, the differences between the impact of printing press on society and current technologies and the concept of “unfinished TV”.

Question 1

“Media systems” according to Smith involve combined initiatives of media fraternity to deliver information to the public; specific communities and the general society. The media relates to the society as a source of information and also audience. Therefore, accessibility and availability of the media to society is vital same to accessibility of the media to society in terms of economic, social and political bases. Relationship between the media and its audience is most important since it determines their reliability on information and thus how people will utilize the information medium. The society also has an impact on how people use the media and their attitudes towards it in terms of norms, laws, values and knowledge to members of the society.

If social systems offer services like those of the media, it will be an alternative to the society. Smith displays Media systems as a combination of media initiatives to provide information to the public who can be motivated to depend on it or not, and that the media can also influence people’s attitudes. Media systems are also subject to the regulations and laws of the society or a country. The Australian government through its officials has come up with the independent inquiry into the media to provide regulations. The report focuses on the news part of the media system and no other forms of media. These include online news media, the print and broadcasting.

According to (2012), the media is free from regulations to some extent by virtue of being granted freedom of speech. Journalists and publishers are however subject to some forms of the government regulations in terms of dispatching information or access to information. In this case, media also serves the purpose of creating and maintaining relationships other than broadcasting a wide range of information (Taylor and Kent, 2006).Smith also displays media systems to be a tool within journalism through which the media reaches the society at a very high rate using different publications like bibles, newspapers and in different translations like Latin in Europe. Democracy provides a field of competition among media relations and agents who through these forces transform things and lead to evolution in communication.

According to Stanton (2007), journalists operate in media as a vehicle in which they are employed and serve the public. Vernacular languages are allowed for prints or news to reach the whole society. Finkelstein (2012) in the independent media inquiry report state that encouraging a free press has impacted democracy in the society such that regulations imposed should also observe this role. Media systems are responsible for producing and information and distributing the knowledge through information to the society. The freedom accorded impacts democracy of acquiring information in the form that is suitable by the society. It enables the society to relate to history and present societies through representation, interpretation and evaluation (McQuail, 2008).

Question 2

There are parallels to be drawn between the impact of the printing press on society and the current technologies. However, there are also incidences where a parallel line cannot be drawnbetween the impact of current technologies and printing press Printing press involves use of ink with mobile machine known to be among the oldest technologies in the world. Printing press was developed in China and had a great impact on the society in the second millennium. Although it was an old technology in the society, it led to revolution of people in the way they perceive and explain the world around them while creating way for modernity to creep in the society.

The current technologies also have a great influence to the society more than the printing press. The current technology is more advanced in terms of media systems and methods in which information is dispatched to the society. According to Bidwell (2013), current technology has reduced the society’s confidence on media such as news from televisions and newspapers. Growth, instituted in social networking and websites has increased the number of online audience thus leaving news media and newspapers in search for audience. This indicates a difference in the influence printing press had on the society since it drew people’s attention and confidence to media at that time.

Printing press became popular and spread across European countries from China and Germany at a very high rate thus drawing more people to news reading on newspapers and media (Weber, 2006).The popularity and confidence in newspapers erosion was worse in 2007 according to a report by Bidwell 2013. However, this varies with the age within the society, gender and level of education. Men, college graduates and conservatives seam to trust and support news on televisions and newspapers less than liberals, women and college graduates. However, printing press just like current technology was among the new concepts of media systems in the past era and brought about revolution (Lucien and Henri-Jean, 1976). They both impact behaviors, attitudes and confidence of the society on media systems.

Question 3

The concept of unfinished TV involves unsatisfying product offer by multi-channel Television industry. It includes provision of extra content and devices with no interferences caused on the traditional or initial cables. According toWinslow (2013), the business model for wall-street and subscribers is still pending in terms of completion. Therefore, companies expect operators to embrace more live content and events which are not provided yet. This expected to enhance experience of people in viewing television. Other drawback provided by the business television industry includes limited consumer experience leading to dissatisfaction. This necessitates the need for a mutual stand on content authentication so as to improve value in TV services and the solutions in the business point of view.

According to Bilton (2013), communication by use of simple images is a rising trend in the current communication where photography is used as a medium for communication. Historical and past experiences are recorded and displayed in terms of images. Networking companies are also embracing photography in communicating changes of their companies to their customers since it is viewed as a simpler and easier way to reach consumer satisfaction and experience. Although there exists unfinished business in the TV industry, other networking sites serve as alternative for communication where people take instant photos and send them immediately and use this technology to transact businesses. The gap in TV industry is therefore filled by emerging technologies and switching the society to more online and website information. Communication through images also serves as a solution against language barriers faced by most mediums in the media world. Social media is becoming more reliable and convincing compared to news broadcasted and on newspapers.


Media systems involve a part of journalism with a combination of initiatives dispatching information to the society. Media system also acquires information from the society which it reproduces, interprets and dispatches. In this way, a relationship is created which will either affect the media or the society causing importance for regulations to be put in place. In the media system, there exists a parallel difference between influence of printing press and the current technologies on the society; however, they are both evolutionary tools that cause an effect on how the society reacts to the world they live in and the media. Unfinished TV concept is used to illustrate how the business TV industry has failed and possible drawbacks which affects businesses and companies. The need for additional content and improving consumer experience are the main elements that require adjustments.


Bidwell, A. (2013).Majority of Americans Don’t Trust Newspapers and Television News. Gallup Print

Bilton, N. (2013). Disruptions: Social Media Images Form a New Language Online. The new york Times

Winslow, G. (2013). TV Everywhere’s unfinished business: Making more content ubiquos is just part of the remaining task.NewBay Media, New York

Hauser, M. D. (1998). The evolution of communication. Cambridge, MIT Prints

Finkelstein, R. QC. (2012). Report of the independent inquiry int the media and media regulation.Australian government.

Watson, J. (2008). Media Communication: an introduction to theory and process, Palgrave MacMillan, Basingstoke

Street, J. (2001). Mass Media, Politics and Democracy, Palgrave, Basingstoke

McCann, K. (2008). Public Interest, Media Diversity, and the Meaning of Media Democracy: integrated

 paradigm of media diversity.Montreal,Canada.

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