Page 89 - Международный научно-методический сборник "Учитель Казахстана"

«Қазақстан ұстазы» «Учитель Казахстана» 2020
message, a message; only the ways and forms of this delivery differ. To understand how differences in media
forms affect how you work with them, you need to look at the main categories and clarify their meanings.
Traditional media such as print, television and radio are the media. They play a very important role in
human society. The media can deliver significant political and social messages to local, national and global
audiences. There are three main functions of mass media: Daily information function: mass media guarantee
to attract attention to certain topics (for example, changes in legislation); when the topic becomes well-known,
people can think about their attitude to the problem, discuss it; Public monitoring and supervision function
(watch dog function): mass media monitor certain topics, they control public, corporate and political life;
journalists comment, research and analyze events, note trends; in short, the media keep interested readers up
to date with the latest changes in the monitored topic and stimulate its public discussion; Socialization func-
tion: mass media does not just report facts, data is interpreted, while journalists operate with the concepts of
eternal social and cultural values.
Television, movies, and books are popular media that provide a platform for pop culture. In any society,
popular culture consists of widely distributed elements. This includes everyday concerns and needs, as well
as cultural «moments» - anything that reflects the prevailing trends of the running day. These elements can
relate to a wide variety of areas: cooking, clothing, consumption, media, and various forms of entertainment,
including sports and literature. Popular culture often contrasts with the more exclusive, even elitist «High
culture», that is, the culture of ruling social groups. Elements of popular culture are supported through the
popular language of society and the prevailing dialects. The main element of visual media such as cinema,
photography, computer games, painting and sculpture, theater and the Internet is the image. Of course, most
media have visual elements. Thus, visual media should include all the means by which people try to restore
the visible world around us for the implementation of information, creative and entertainment purposes.
Digital media, as opposed to analog media, are electronic media that operate using digital codes. Cur-
rently, computer data processing is based on a binary digital system. Computers are mechanisms that convert
binary digital data into information and thus represent the predominant class of digital machines for processing
information. Digital media - digital audio recording, digital video, and so on-can be created and distributed
through digital information processing mechanisms. Popular examples are computer games, the Internet, e-
books, pocket PC, dialog TV, email, Internet forums, and smart phones.
Let's go back to the differences between old and new media. In the past, people believed that new media
would replace and replace the old ones. In the process of development of old media, there was an expansion
of their capabilities, which led to the creation of new ones; the boundaries between the old and the new were
sometimes blurred, people came to understand that old and new media can coexist and even interact with each
other. New media create prerequisites for information to be distributed through various channels and reach
different target groups, so the consumer's attention is directed in accordance with the message.
Can't find what you need? Try the literature selection service. Since the content of old media, with a few
changes, was" translated " into digital format, producers of old media began to make content addressed to the
audience of new media. In a sense, even the oldest media has never died, we still use the tools they had.
Examples of such syncretism, when elements of old media are combined in new ones, not uncommon: movies
consist of texts that can be compared to the theater, and a computer game uses stories from movies. The special
characteristics of different media do not lie in the content, but in the way it is represented. The content has
been always the same. The beauty of the concept of «New media» is that the definition will never be final,
just as the development of open resources will not stop. Open resources are viewed by some from a philo-
sophical point of view, and by others from a methodological point of view. The basic premise of these sources
is that there is no final product. This is most often the case for software sources that are available to the General
public. In fact, this resource can be changed by anyone who has the appropriate knowledge and experience.
Communication occurs in the course of practice, and people can work together to change the programs
(codes). The code always addresses the result: websites, software, computer hardware, journalism, Internet
forums, weblogs, IP TV, and even Cola, beer, and cars. Together, people create a final product that theoreti-
cally never takes on a single final form. Over the past few years, a whole culture has developed around projects
and initiatives of various open resources. Open resources cover even the physical world. Local governments,
airports, and commercial corporations are using knowledge about open resources and are increasingly apply-
ing it to their organizations. Open resources are non-commercial, thus posing a potential danger to commercial
companies (software and hardware) that offer the same products, but without open access. It will be very
interesting to see how open resources will cope with opposite trends in the future.

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