Media in Belgium
Framework & definition
-> In a class: the teacher is the sender, who sends the message
the class is the recipient, they receive the message
1. Media: a medium of (interpersonal) communication or expression.
2. Mass: a disorganized multitude of people with little involvement (vs. crowd, public
audience)
-> It’s a 20th century concept: mass society, mass culture
3. Mass media: convey information to a large (massive) and anonymous audience
-> A sender who wants to communicate his message to a lot of people, rather anonymous
4. Present times: there is more focus on personalization. They want to communicate their
message more personal.
-> It’s impossible because you can’t personalize everything for anyone. But they are aiming
to reach the individual members of various audiences (target groups)
5. Digital online networks: Online networks lead to dynamic social networks.
, The modern perception of mass media:
1. More personalized: not one on one, but you get the info from the media on a more
personal way)
2. Active: it changed from passive (you couldn’t react to the stories), to active (now days you
can react to stories)
-> Uses & gratifications theory: we tell the media what we want in the papers… If these
ideas are not in there, we don’t want it anymore.
3. Convergent: Devices have multiple functions (we watch television on our phone, we listen
to the radio on our pc…).
4. Participatory: media is interactive
5. Pluriform: You can have your media in several ways. An article on your phone…
New trends and models
-> If you want to bring a message to your audience
1. Digital first: Publish it directly. There is a duality between the speed and the media.
2. Convergence: Phenomenon involving the interconnection of information and
communication technologies.
-> Technologies, computer networks, media content are now together on one platform.
3. Transmedia storytelling: Stories are told across multiple platforms (you can post the same
story on several media outlets).
-> Every medium makes it their thing (they tell it as a story, they use photo’s, videos...)
4. Freemium model: Free access to basic (online) news and information, but paid access
(paywall) if you like to receive more thorough and profound information, added value,
full access…
-> We forget that people have to be paid, so media is not free, but we get the intention
that is free.
-> We can have some articles for free but that might be fake.
-> The more trustable newspapers will ask money but we’re not ready to pay for it because
we can get a lot of free information.
-> Papers will try to seduce us into buying the paper by letting us read a part of the story.
Framework & definition
-> In a class: the teacher is the sender, who sends the message
the class is the recipient, they receive the message
1. Media: a medium of (interpersonal) communication or expression.
2. Mass: a disorganized multitude of people with little involvement (vs. crowd, public
audience)
-> It’s a 20th century concept: mass society, mass culture
3. Mass media: convey information to a large (massive) and anonymous audience
-> A sender who wants to communicate his message to a lot of people, rather anonymous
4. Present times: there is more focus on personalization. They want to communicate their
message more personal.
-> It’s impossible because you can’t personalize everything for anyone. But they are aiming
to reach the individual members of various audiences (target groups)
5. Digital online networks: Online networks lead to dynamic social networks.
, The modern perception of mass media:
1. More personalized: not one on one, but you get the info from the media on a more
personal way)
2. Active: it changed from passive (you couldn’t react to the stories), to active (now days you
can react to stories)
-> Uses & gratifications theory: we tell the media what we want in the papers… If these
ideas are not in there, we don’t want it anymore.
3. Convergent: Devices have multiple functions (we watch television on our phone, we listen
to the radio on our pc…).
4. Participatory: media is interactive
5. Pluriform: You can have your media in several ways. An article on your phone…
New trends and models
-> If you want to bring a message to your audience
1. Digital first: Publish it directly. There is a duality between the speed and the media.
2. Convergence: Phenomenon involving the interconnection of information and
communication technologies.
-> Technologies, computer networks, media content are now together on one platform.
3. Transmedia storytelling: Stories are told across multiple platforms (you can post the same
story on several media outlets).
-> Every medium makes it their thing (they tell it as a story, they use photo’s, videos...)
4. Freemium model: Free access to basic (online) news and information, but paid access
(paywall) if you like to receive more thorough and profound information, added value,
full access…
-> We forget that people have to be paid, so media is not free, but we get the intention
that is free.
-> We can have some articles for free but that might be fake.
-> The more trustable newspapers will ask money but we’re not ready to pay for it because
we can get a lot of free information.
-> Papers will try to seduce us into buying the paper by letting us read a part of the story.
