UNIT 3:
TRADITIONAL MEDIA FROM THE BEGINNING
Tran Thuy Duong, MC.
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WARMING UP
1. What role does traditional media play in your daily life?
2. How do you usually access and consume traditional media content?
3. Can you think of any recent news stories or events that you learned about through traditional media?
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OBJECTIVES
• Briefly explain the concept of traditional media.
• Discuss the importance of understanding the history and development of traditional media.
• Understand advantages and disadvantages of traditional media
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OVERVIEW
3.1 CONTENT DEVELOPMENT FOR
TRADITIONAL MEDIA
3.2 THE PROS & CONS OF
TRADITIONAL MEDIA
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3.1. CONTENT DEVELOPMENT FOR TRADITIONAL MEDIA
3.1.1. Newspaper –
3.1.2. Radio 3.1.3. Television
Magazine
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3.1. CONTENT DEVELOPMENT FOR TRADITIONAL MEDIA
• Traditional media is any type of content that is distributed through established channels. These channels
have been around for many years and are typically well-known and trusted by consumers. Some examples
of traditional media channels include film, television, radio, and print publishing.
• Its content development is the process of researching, writing, gathering, organizing, and editing
information for publication, in order to manipulate or simply provide knowledgeable fillings to the users.
• Traditional media platforms include radio, broadcast television, magazines and newspapers.
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3.1.1. NEWSPAPER - MAGAZINE
NEWSPAPER:
• Although newspapers have existed in some form since
ancient Roman times, the modern newspaper primarily
stems from German papers printed in the early 1600s
with Gutenberg’s printing press. Early European papers
were based on two distinct models: the small, dense
Dutch corantos and the larger, more expansive German
weeklies. As papers began growing in popularity, many
publishers started following the German style.
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3.1.1. NEWSPAPER - MAGAZINE
NEWSPAPER:
• The Sun, first published by Benjamin Day in 1833, was the first penny paper. Day minimized paper size,
used a new two-cylinder steam-engine printing press, and slashed the price of the paper to a penny so
more citizens could afford a newspaper. By targeting his paper to a larger, more mainstream audience, Day
transformed the newspaper industry and its readers.
• Joseph Pulitzer and William Randolph Hearst were major competitors in the U.S. newspaper industry in the
late 1800s. To compete with one another, the two employed sensationalism — the use of crime, sex, and
scandal—to attract readers. This type of journalism became known as yellow journalism. Yellow journalism
is known for misleading stories, inaccurate information, and exaggerated detail.
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3.1.1. NEWSPAPER - MAGAZINE
MAGAZINES
• The first magazine was published in Germany during the 17th
century. The success of this publication led to the introduction of
magazines across Europe. During the 17th and 18th centuries,
publishers founded several different types of periodicals aimed
at diverse audiences, including the elite and women..
• The introduction of newsmagazines and picture magazines
dramatically changed the U.S. magazine industry during the
early 20th century. Today, newsmagazines such
as Time and Newsweek continue to dominate the magazine
industry.
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3.1.1. NEWSPAPER - MAGAZINE
• Typical sections of the magazine include: national/international
news; local news; sports; entertainment/amusements; classified
advertisements; and neighborhood news. Editorials usually
appear in the first section of the paper, although some
newspapers have a separate section devoted just to insights and
opinion.
• They not only update you on the happenings of the world, but
also make you an expert of your field, brush up on your language
and enhance your writing skills. You find yourself up to date with
the latest development occurring across the globe.
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3.1.1. NEWSPAPER - MAGAZINE
• Benefits of Reading Newspaper for Students:
Strengthens reading & writing skills
Provides entertainment & sports news
Best source of General knowledge
Get up-to-date with politics
Useful ideas about researches & projects
Improves Vocabulary Skills
Makes them a Good Speaker
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3.1.2. RADIO
• Radio was the first wireless mode of communication long before mobile phones and the internet appeared.
The idea of wireless communication led to experiments with wireless telegraphy in the 1830s through the
ground and in water.
• In 1920, the first radio news program was broadcast in Detroit, Michigan. This was followed quickly by
public broadcasts of concerts and sports events. However, the number of people who had access to a
radio was still very limited. By the mid-1920s, there were over radio 500 stations broadcasting everything
from news and sports to music and variety shows. By the 1930s, most households in the United States and
Europe had a radio.
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3.1.2. RADIO
• The Golden Age of Radio covered the period between 1930 and 1950. It was characterized by radio’s
overwhelming popularity and a wide range of programming, including variety, music, drama, and theater
programs.
• FM became popular during the late 1960s and 1970s as commercial stations adopted the practices of free-
form stations to appeal to new audiences who desired higher fidelity and a less restrictive format.
• In the early 21st century, the radio still faces competitive pressure from Internet-based audio services and
digital satellite services. However, it still retains its original appeal as a more relaxing way of consuming
media than staring at a digital screen for many. It’s also important not to overlook its practical applications
in telecommunications and emergencies. While other mediums gain prominence, the radio will always be
with us one way or the other.
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3.1.2. RADIO
Following the World War, television rapidly replaced radio
as the new mass medium. During the “golden age” of
television in the 1950s, television moved away from radio
formats and developed new types of shows, including the
magazine-style variety show and the television spectacular.
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3.1.3. TELEVISION
• Since 1960, several key technological developments have taken place in the television industry. Color
television gained popularity in the late 1960s and began to replace black-and-white television in the 1970s.
Cable television, initially developed in the 1940s to cater to viewers in rural areas, switched its focus from
local to national television, offering an extensive number of channels.
• In 2009, the traditional analog system, which had been in place for 60 years, was replaced with digital
television, giving viewers a higher-quality picture and freeing up frequency space.
• As of 2010, nearly half of American viewers have high-definition television, which offers a crystal-clear
picture in wide-screen to provide a cinematic experience at home.
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3.1.3. TELEVISION
Case study:
• The Cable News Network (CNN), is an American basic
cable and satellite television channel owned by the CNN
Global division of Warner Bros Discovery. Upon its
launch, CNN became the first channel to provide 24-hour
television news coverage, and was the first all-news
television network in the United States.
• Founded under Turner Broadcasting System in 1980, the channel's success set the stage for
conglomerate Time Warner's acquisition of said parent company in 1996. Time Warner later became
Warner Media after AT&T Inc.'s buyout in 2018. However, due to creative differences and debts, AT&T
split from Warner Media as it merged with Discovery, Inc., forming Warner Bros. Discovery in 2022.
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3.1.3. TELEVISION
Featuring programs of CNN
• Larry King live • Moneyline
• Cross Fire • Style with Elsa Klensch
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3.2. THE PROS & CONS OF TRADITIONAL MEDIA
3.2.1. Advantages
3.2.2. Disadvantages
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3.2. THE PROS & CONS OF TRADITIONAL MEDIA
• Traditional media is the most widely used and cheap form of media. However, traditional media is not as
cheap for the service providers as very few margins are earned on these forms of media. In addition,
traditional media is outdated due to which spreading information using these media might take a lot of time.
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3.2.1. ADVANTAGES OF TRADITIONAL MEDIA
• Reduce confusion
• Increase the understanding capability and memory power.
• Make us feel more personal.
• In traditional communication, two or more people carry a conversation in person and so they can see body
language and other non verbal signals. Much of this is loss in nontraditional communication, making it
trickier to convey ideas.
• In traditional communication, it’s hard for the information to be lost compared to modern forms of
communication.
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3.2.2. DISADVANTAGES OF TRADITIONAL MEDIA
• Lack of timeless
• Harder to audience
• Less information provided
• Cannot be conveyed over a long distance.
• The messenger can forget information which was to be delivered.
• The messenger can change information which was to be delivered
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SUMMARY
• Content development for traditional media
Newspaper - Magazine
Radio
Television
• The Pros & Cons of traditional media
Advantages
Disadvantages
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GLOSSARY
• Traditional media: Traditional media refers to forms of mass communication that existed prior to the digital age.
It includes mediums such as television, newspapers, magazines, and radio, which have traditionally been used to
convey news, information, and entertainment to a wide audience.
• Television: Television is a visual and audio medium for broadcasting programs and content to a large audience.
It typically involves the transmission of audiovisual signals through airwaves or cables to televisions, allowing
viewers to watch a variety of shows, news programs, documentaries, and other forms of entertainment.
• Newspapers: Newspapers are printed publications that provide news, articles, and other written content on a
regular basis. They typically cover a wide range of topics, including local and global news, politics, business,
sports, and entertainment. Newspapers are distributed daily or weekly and are often divided into sections for
easy navigation.
• Magazines: Magazines are periodical publications that cover various topics of interest, including fashion,
lifestyle, current events, hobbies, and more. They are typically published on a monthly or quarterly basis and
contain articles, features, interviews, and visuals such as photographs and illustrations.
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GLOSSARY
• Radio: Radio is a form of broadcasting that transmits audio content through electromagnetic waves. It
allows listeners to tune in to various stations and enjoy programs, including music, news, talk shows, sports
commentary, and more. Radio broadcasts can be received through dedicated radio devices or online
streaming platforms.
• Public opinion: Public opinion refers to the collective attitudes, beliefs, and judgments held by a particular
group or society on a given issue or topic. Traditional media platforms often have the power to shape public
opinion by presenting information, perspectives, and arguments that can influence how people think and
form their views.
• Reach: Reach refers to the extent or scope of the audience or population that can be accessed or targeted
by a particular media platform or content. It quantifies the number of people who can potentially be reached
by a media message, whether through television viewership, newspaper circulation, magazine readership,
or radio listenership.
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FAQ - FREQUENTLY ASKED QUESTIONS
• If you could be a character in any TV show, who would you be and why?
• What is your favorite newspaper or magazine and why?
• What is a memorable radio show or podcast episode you have listened to recently?
• If you could bring back any canceled TV show, which one would it be and why?
• Share a memorable advertisement that you've seen on television or in a magazine. What made it
memorable for you?
• Share a TV show or movie that you believe everyone should watch and explain why it's worth their time.
Note: Student can share their own opinion about each TV – radio show and newspaper or magazine that they
like. They can extend the scope of topic if needed.
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