In Terms of Media: An Introductory Vocabulary

Like most other field, the area of communication has developed its own specialized vocabulary. Some of the jargon we hear daily, and many terms have become part of our contemporary language usage. Other words are still absurd to the non-specialist. This column then is offered an informal and informative glossary of communication terms, particularly for those who want to better understand the influence of media technology on our world.

Mass Media includes all the "tools" we have for communicating with large numbers of people… television, radio, film, magazines and newspapers. All carry messages that reach masses of people in contrast to letters, telephone calls and one-to-one conversations known as interpersonal media. Since television is the most familiar medium, we'll concentrate in this edition on terms connected with. "The Tube"

ABC, CBS and NBC are familiar as the three national networks. Each network has an affiliate in most major cities throughout the U.S. These local stations carry programs offered by the national networks during certain portions of the day. However, each local station manager makes the decision whether the station will carry the network feed or not. (Yes, what the networks provide can be rejected by a local station.) Local stations are also responsible to provide public affairs broadcasting to its viewers. This might include local news, documentaries or entertainment, spot announcements, talk shows, weather and other programs of community interest.

Besides the major network stations, most cities have one or more independent local stations. Sometimes one owner or company will operate stations in several cities, creating a chain of stations similar in philosophy and programming approach. These stations often share programs or purchase syndicated shows from independent television production houses.

The purpose of television is to create programming that will insure a large number of viewers for the program, but for the commercials. Contrary to popular opinion television is not really "free"; we pay for it in increased costs of advertised products, products that we might never think of buying unless we "saw them on television."

The Public Broadcasting System (PBS) provides television programming supported by public subscription rather than by commercial advertising. Funds are donated to the local PBS station from local viewers and businesses. Corporations and foundations also help to fund specific programs, a practice that borders on one of the basic principles of advertising--keeping one's name before the public.

Cable television which promises so much for the future started out as Community Antenna TV (CATV) for the purpose of boosting signals to non-receiving areas (e.g. beyond a mountain). Subscribers pay the cable company for a hook-up. Now we have the potential for extending cable usage to include such developments as two-way home-user communications (for banking and shopping) and creative use by local community groups who want to narrowcast (in contrast to broadcast) to a specific minority of the viewing audience.

In space, communication satellites (often abbreviated as COMSAT) receive TV signals beamed from transmitters on earth and send these signals back to receivers throughout the world, thus enabling greater communication… among all the world's peoples.