1. History

     The origins of new media art can be traced to the moving photographic inventions of the late 19th century  such as the zoetrope (1834), the praxinoscope (1877) and Eadwead Muybridge’s zoopraxiscope(1879).

     During the 1960s the development of then new technologies of video produced the new media art experiments of Nam June Paik and Wolf Vostell, and multimedia performances of Fluxus. 

     At the end of the 1980s the development of computer graphics, combined with real time technologies then in the 1990s with the spreading of the Web and the Internet favorished the emerging of new and various forms of interactivity.

     Simultaneously advances in biotechnology have also allowed artists like Eduardo Kac to begin exploring DNA and genetics as a new art medium.

      Contemporary New Media Art influences on new media art have been the theories developed around hypertext, database, and networks.  These elements have been especially revolutionary for the field of narrative and anti-narrative studies, leading explorations into areas such as non-linear and interactive narratives.

2. NAM JUNE PAIK

“The Medium Is The Medium” – Nam June Paik 

     Nam June Paik’s journey as an artist has been truly global, and his impact on the art of video and television has been profound.

     To foreground the creative process that is distinctive to Paik’s artwork, it is necessary to sort through his mercurial movements, from Asia through Europe to the United States, and examine his shifting interests and the ways that individual artworks changed accordingly.

     Paik’s prolific and complex career can be read as a process grounded in his early interests in composition and performance. These would strongly shape his ideas for mediabased art at a time when the electronic moving image and media technologies were increasingly present in our daily lives.

     In turn, Paik’s work would have a profound and sustained impact on the media culture of the late twentieth century; his remarkable career witnessed and influenced the redefinition of broadcast television and transformation of video into an artist’s medium.

The history of mobile phones

This history of mobile phones chronicles the development of handheld radiotelephone technology from two-way radios in vehicles to handheld cellular items.

In the beginning, Sam Melia rules all two-way radios were used in vehicles such as taxicabs, police cruisers, ambulances, and the like, but were not mobile phones because they were not normally connected to the telephone network. Users could not dial phone numbers from their mobile radios in their vehicles. Originally, mobile phones were permanently installed in vehicles, but later versions such as the so-called transportable or “bag phones” were equipped with a cigarette lighter plug so that they could also be carried, and thus could be used as either mobile or as portable two-way radios. During the early 1940s, Motorola developed a backpacked two-way radio, the Walkie-Talkie and later developed a large hand-held two-way radio for the US military.

In Europe, radiotelephony was first used on the first-class passenger trains between Berlin and Hamburg in 1926. At the same time, radiotelephony was introduced on passenger airplanes for air traffic security.

H. Frenkiel and Joel S. Engel. The big breakthrough came when AT&T Labs researchers Frenkiel and Engel divided wireless communications into a series of cells, then automatically switched callers as they moved so that each cell could be reused. This led to the development of cellular phones and made today’s mobile communications possible.

On June 17, 1946 a driver in St. Louis, Missouri., pulled out a handset from under his car’s dashboard, placed a phone call and made history. It was the first mobile telephone call. A team including Alton Dickieson, H.I. Romnesand D. Mitchell from Bell Labs, worked more than a decade to achieve this feat. By 1948, wireless telephone service was available in almost 100 cities and highway corridors. Customers included utilities, truck fleet operators and reporters. However, with only 5,000 customers making 30,000 weekly calls, the service was far from commonplace. 

That “primitive” wireless network could not handle large call volumes. A single transmitter on a central tower provided a handful of channels for an entire metropolitan area. Between one and eight receiver towers handled the call return signals. At most, three subscribers could make calls at one time in any city. It was, in effect, a massive party line, where subscribers would have to listen first for someone else on the line before making a call. 



Expensive and far from “mobile”, the service cost $15 per month, plus 30 to 40 cents per local call, and the equipment weighed 80 pounds. Just as they would use a CB microphone, users depressed a button on the handset to talk and released it to listen. 

Improved technology after 1965 brought a few more channels, customer dialing and eliminated the cumbersome handset. But capacity remained so limited that Bell System officials rationed the service to 40,000 subscribers guided by agreements with state regulatory agencies. For example, 2,000 subscribers in New York City shared just 12 channels, and typically waited 30 minutes to place a call. It was wireless, but with “strings” attached.

First Generation 

On April 3, 1973, Motorola employee Dr. Martin Cooper placed a call to a rival, Dr. Joel S. Engel, head of research at AT&T’s Bell lab while walking the streets of New York City talking on the first Motorola DynaTAC prototype in front of reporters. Motorola has a long history of making automotive radio, especially two-way radios for taxicabs and police cruisers.

NET in Tokyo Japan launched the first commercial launch of cellular telecoms in 1979. In 1981 the NMT system was launched in Denmark, Finland, Norway and Sweden.

The first handheld mobile phone in the US market was theMotorola DynaTAC8000X, which received approval in 1983.

Mobile phones began to proliferate through the 1980s with the introduction of “cellular” phones based on cellular network with multiple base stations located relatively close to each other, and protocols for the automated “handover” between two cells when a phone moved from one cell to the other. At this time, the analog transmission was in use in all systems. Mobile phones were somewhat larger than current ones, and at first, all were designed for permanent installation in vehicles (hence the term car phone). Soon, some of these bulky units were converted for use as “transportable” phones the size of a briefcase. Motorola introduced the first truly portable, hand held phone. These systems (NIT, AMPS, SACS, RT MI, C-Net, and Radio com 2000) later became known as first generation; 1G mobile phones.

Second Generation

A 1991 GSM mobile phone

In the 1990s, ‘second generation; 2G’ mobile phone systems such as GSM, IS-136 (“TDMA“), iDEN and IS-95 (“CDMA“) began to be introduced. In 1991 the first GSM network  opened in Finland. 2G phone systems were characterized by digital circuit switched transmission and the introduction of advanced and fast phone to network signaling. In general the frequencies used by 2G systems in Europe were higher though with some overlap, for example the 900 MHz frequency range was used for both 1G and 2G systems in Europe and so such 1G systems were rapidly closed down to make space for 2G systems. In America the IS-54 standard was deployed in the same band as AMPS and displaced some of the existing analog channels.

Coinciding with the introduction of 2G systems was a trend away from the larger “brickle” phones toward tiny 100–200g hand-held devices, which soon became the norm. This change was possible through technological improvements such as more advanced batteries and more energy-efficient electronics, but also was largely related to the higher density of cellular sites caused by increasing usage levels which decreased the demand for high transmit powers to reach distant towers for customers to be satisfied.

The second generation introduced a new variant to communication, as SMS text messaging became possible, initially on GSM networks and eventually on all digital networks. The first machine-generated SMS message was sent in the UK in 1991. The first person-to-person SMS text message was sent in Finland in 1993. Soon SMS became the communication method of preference for the youth. Today in many advanced markets the general public prefers sending text messages to placing voice calls.

2G also introduced the ability to consume media content on mobile phones, when Radiolinja (now Elisa) in Finland introduced the downloadable ringing tone as paid content. Finland was also the first country where advertising appeared on the mobile phone when a free daily news headline service on SMS text messaging was launched in 2000, sponsored by advertising.

Third Generation

Not long after the introduction of 2G networks, projects began to develop third generation (3G) systems. Inevitably there were many different standards with different contenders pushing their own technologies. Quite differently from 2G systems, however, the meaning of 3G has been standardized in the IMT-2000 standardization processing. This process did not standardize on a technology, but rather on a set of requirements (2 Mbit/s maximum data rate indoors, 384 kbit/s outdoors, for example). At that point, the vision of a single unified worldwide standard broke down and several different standards have been introduced.

The first pre-commercial trial network with 3G was launched by NTT DoCoMo in Japan in the Tokyo region in May 2001. NTT DoCoMo launched the first commercial 3G network on October 1, 2001, using the WCDMA technology. In 2002 the first 3G networks on the rival CDMA2000 1xEV-DO technology were launched by SK Telecom and KTF in South Korea, and Monet in the USA. Monet has since gone bankrupt. By the end of 2002, the second WCDMA network was launched in Japan by Vodafone KK (now Softbank). In March the first European launches of 3G were in Italy and the UK by the Three/Hutchison group, on WCDMA. 2003 saw a further 8 commercial launches of 3G, six more on WCDMA and two more on the EV-DO standard.

During the development of 3G systems, 2.5G systems were developed as extensions to existing 2G networks. These provide some of the features of 3G without fulfilling the promised high data rates or full range of multimedia services. CDMA2000-1X delivers theoretical maximum data speeds of up to 307 kbit/s. 

By the end of 2007 there were 295 Million subscribers on 3G networks worldwide, which reflected 9% of the total worldwide subscriber base. About two thirds of these are on the WCDMA standard and one third on the EV-DO standard. The 3G telecoms services generated over 120 Billion dollars of revenues during 2007 and at many markets the majority of new phones activated were 3G phones. In Japan and South Korea the market no longer supplies phones of the second generation. Earlier in the decade there were doubts about whether 3G might happen, and also whether 3G might become a commercial success. By the end of 2007 it had become clear that 3G was a reality and was clearly on the path to become a profitable venture.

Live streaming of radio and television to 3G handsets is one future direction for the industry, with companies from RealNetwork and Disney recently announcing services

IMA 505

Hanah Ro

Advertising; Past, Present and Future

{ Table of contents }

“Advertising; Past, Present and Future”

1. Advertising; Past

2. Advertising; Present

3. Advertising; Future

1. Advertising; Past

     What is the purpose advertising? Put simply, advertising is creating a desire for a brand name or product. The idea of an ad is to connect to some phase of the consumer’s purchasing experience. Here is a history of the advertising in the United State, and it will continue to gain as develop technology and find new media as well.

  * Advertising history of America

     The television industry blossomed in the 1950s when affordable TV sets made their way into people’s homes. As television grew in popularity and power, the force of TV ads became more respected. Airtime became expensive and ads were reduced to shorter and shorter lengths. By the mid-1950s, TV ads were brief and punchy with catchy phrases and songs. In 1955, NBC sold advertising on the show Queen For A Day at a rate of $4,000 per minute. Millions of television sets were sold each year and TV programming and advertising worked together to sell their products. In 1965, the TV turned colorful and in the 1970s everyone was singing, “I’d Like to Buy the World a Coke.” In the 1980s with the addition of widespread cable TV and ESPN, CNN and MTV, commercial television boomed. Early 1990’s it became The World Wide Web, which is a global information medium which users can read and write via computer connected to the Internet. The concept of a home-based global information system goes at least as far back as “A Logic Named Joe”, a 1946 short story by Murray Leinster,  in which computer terminals, called “logics,” were in every home. Although the computer system in the story is centralized, the story captures some of the feeling of the ubiquitous information explosion driven by the Web.

     Advertising and Marketing industries recognized another growing market as the ‘WWW’ get popular and grows up very fast. 1999, Internet advertising breaks the $2 billion mark and heads toward $3 billion as the industry.

2. Advertising; Present

     Advertising has become much more variety than before. Such as mobile phone, social network, blogs, Search Engines. In this decade, media channels meet together then they affect the advertising industry.

    As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile ads.

     More advanced mobile ads include banner ads, coupons, picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D barcodes, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.

     A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service. Consumers are placing more trust in the experiences of their online peers than they are on the retailer’s product descriptions, which is one example of the broadening definition of a social networking sites. New York and Los Angeles, January 12, 2009 – As Americans buy products, seek information, plan their social lives, and make personal and business decisions, the lines between media channels in the 21st century have become increasingly blurred, according to the third annual U.S. Media Myths & Realities survey.   

     This melding of media means the content deliverables that were once owned by a specific medium are now found on nearly all platforms – a shift that has helped create an increasingly participatory and fragmented media landscape.

     The survey, conducted in late 2008 and released today by Ketchum and the University of Southern California Annenberg Strategic Public Relations Center, revealed, for instance, a steep rise in the use of shopping Web sites among consumers, doubling from 2006 to 2008 (17% to 35%). More revealing still, about half of those (44%) who visit shopping Web sites read consumer reviews and comments found on the site, demonstrating that these sites have transformed into virtual social gathering places and information destinations, rather than merely being a place to purchase goods.

     “These networks extend beyond consumer-generated reviews on shopping Web sites,” Scibetta said. “Conversations among readers, information seekers, and reviewers can be found on sites from established outlets such as The New York Times and The Huffington Post, to YouTube, to the neighborhood blogger. What we found in this survey is that, with the widespread availability of such conversations, the lines that once separated mediums have now melded.”

     Consumers are using a wider variety of channels than ever before. Newer channels, such as blogs and social networking sites, are gaining more and more traction. The survey found that 26% of consumers use social networking sites, compared to 17% in 2006. The usage of blogs nearly doubled (24% in 2008 compared to 13% in 2006). This is especially true among influential consumers.

     Conversely, the use of more established media channels continues to wane. The survey revealed that 65% of consumers use major network television news as a source of information (down from 71% in 2006). Local television news saw a sharper drop – 62% in 2008 compared to 74% in 2006. This fragmentation gives rise to more melding across media lines, said Swerling.

     Search engines are maturing as a medium, becoming a ubiquitous source of information among consumers from younger generations, to early adopters, to “surfing seniors.” Search is now a daily part of our lives. It is how we gather information.

     Companies that do not have a search strategy are missing a great opportunity to reach consumers quickly and efficiently. In the U.S., 70% of influencers use search engines to gather information, which ranks third in a list of most-used sources of information, after local newspapers (74% of influencers) and major network television news (72% of influencers).

“Consumers expect that search engines will deliver all the relevant information on any given subject, so if a company’s point of view doesn’t turn up in a search result, it will likely be missed by those who aren’t inclined to go directly to a company Web site,” Tsabar noted.

3. Advertising; Future

    According to the third annual U.S. Media Myths & Realities survey by Ketchum and the Annenberg Strategic Public Relations Center, the melding of media means that content deliverables once owned by a specific medium are now found on nearly all platforms, creating a participatory and fragmented media landscape.

     As Americans buy products, seek information, plan their social lives, and make personal and business decisions, the lines between media channels in the 21st century have become increasingly blurred, says the study report.

     Along with a steep rise in the use of shopping Web sites among consumers, doubling from 2006 to 2008, 44% of those visiting shopping Web sites read consumer reviews and comments there, showing that these sites have transformed into virtual social gathering places and information destinations, rather than just a place to purchase goods. It will be more powerful and effective to use Web environment for advertising in the future.

     Search Engines; like Google will be one of the biggest company in the world. Thus, make contextual advertising even with video is very important for search reason.

    However, whether Word-of-Mouth, In-Person or Online, all of them is critical as a consumer. Advice from family and friends is a significant source of information, with 47% of U.S. respondents saying they rely on this advice. Furthermore, when it comes to making critical decisions, the survey found consumers routinely turn to family and friends first for information on products and services. People no longer want to just listen to what the commercials said. It will be possible to make intellectually interactive in most advertising environment. Let the one-way conversations go!

     Jerry Swerling, founder and director of the USC Annenberg Strategic Public Relations Center, says “.. it’s a transformative time in which we are seeing outlets move from single-media to multi-media… “

     Consumers are using a wider variety of channels than ever before. Newer channels, such as blogs and social networking sites, are gaining more and more traction. The survey found that 26% of consumers use social networking sites, compared to 17% in 2006. The usage of blogs nearly doubled (24% in 2008 compared to 13% in 2006).

     The entire medium of television is based upon advertising, and in this ‘multi-media’ future, advertising will spread into the melding multi-media with developing technologies. Posters or newspapers also will be interactive.

     I would say the future advertising would be intellectual, visualized and interactive.

http://en.wikipedia.org/wiki/Advertising#Newer_media_and_advertising_approaches

http://adage.com/century/timeline/index.html

http://www.ketchum.com/media_myths_and_realities_2008_survey_news_release

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=98611

http://en.wikipedia.org/wiki/History_of_the_World_Wide_Web

http://en.wikipedia.org/wiki/Advertising#Newer_media_and_advertising_approaches

http://advertising.about.com/od/history/History_of_Advertising_and_Public_ Relations.htm – 20k –

http://adage.com/century/timeline/index.html

http://www.turnoffyourtv.com/programsratings/advertising2004.html

http://www.youtube.com/watch?v=DsHwYU7jxVY

http://www.youtube.com/watch?v=5rtiHiGmoxk&NR=1

http://www.youtube.com/watch?v=GrSBj-ev4ms&feature=channel

http://www.youtube.com/watch?v=l0fLhnmaxLo&feature=related

http://www.youtube.com/watch?v=QDM77WbsCF8&feature=related