TRINIDAD, HENRY PAUL M

2018-30412
MMS 102 - Theories in Multimedia
FIC Jonnell Sangalang
FMA # 1
 In MMS 100, the basic definition of Multimedia was already tackled. It pointed out the
different modalities used and how it’s being used in our world. It helped me understand the
difference between multimedia and media itself how the instruments being used goes hand in
hand in terms of communication.
Multimedia is part of our everyday life, the SMS you send to your friends, the television
you watch your favorite programs, the pictures you take and post on social media, the songs you
listen to on your phone. It’s all connected and is continuously evolving as time goes by. According
to Heath (1999), multimedia is the use or presentation of data in two or more forms. It can be a
combination of text and sound, sound and video, and so on. Nevertheless, combining two or more
types of media does not mean it is considered as multimedia. MMS 102 helped me understand
how vast the multimedia world really is. I was able to gain deeper knowledge and understanding
about the concepts of multimedia and its relevance with learning. Theories were introduced and
some new concepts towards the media world was provided. It was also pointed out that politics
are one of the major providers and restrictors of information. Multimedia has its factors and
aspects to consider. One major factor is that multimedia should be interactive. A user should have
the capability to go through and navigate the product in order to exchange pieces of information.
MMS 102 discussed some concrete examples of interactivity in multimedia, one of which is Web
2.0. Browsing the web using a certain browser became easier since today’s age is more
technologically literate. Compared to the static Web 1.0 sites like blogs and stagnant websites,
Web 2.0 gives the individual a much more interactive option to exchange and receive information.
Social networking sites like Facebook. Twitter, Instagram, and the like are some examples of Web
2.0 platforms. It enables the user the capability to comment and/or react, on posts of an individual.
To make Web 2.0 more interactive, hypermedia helps facilitate a network of interconnected links.
It has an in-depth and interactive extension wherein animation and sound can be added. It helps
give more exposure in multimedia by clicking links on webs and browsers. With Web 2.0
continuously arising, the platforms for learning has greatly improved as well. Throughout the
years, New media and Old media was coined as an indication that technological advances are
being made. Along with Web 2.0 there are five more trends that somehow encompass how an
individual or a certain group utilizes the internet. These are: Live-streaming, Augmented Reality
and Virtual Reality Integration (AR and VR), Screen Agnosticism, Sponsored Editorial and micro-
influencers. Live-streaming is a form of of video streaming wherein you are being recorded on a
live-feed. Facebook offers this option and provides a great platform where you can share your
work, market your products, show a scenery, etc. In today’s age where almost everyone has
Facebook, you can practically be seen 24/7. AR and VR integrations are equipment a person
uses to integrate a specific surrounding. This is popular on gaming platforms and real estate
businesses wherein a user can see a different scenery compared to the real world. It’s usually
being utilized with 3D or 4D images. Screen agnosticism is changing how a message can be
read and viewed. It’s basically crafting your message to a more creative presentation. Sponsored
editorial and Micro-influencers are both digital marketing strategies wherein a specific group of
people are targeted to be shown ads. It uses a system to track your search addresses and
websites opened, cookies are used most of the time.

There are a lot of theories in multimedia. These are always open for changes because
the media world evolves all the time. One example is the Authoritarian Theory wherein
information is controlled by the state. In this case, freedom of thought is restricted and the media
releases information according to the state’s wishes. Another theory is the Two-step flow Theory
where information is released freely but moderators filter the said information. This is popular
during political campaigns because it filters topics that may harm a certain candidate.
 Studying the materials presented on Unit 2, it explained how politics uses multimedia as
an avenue to distribute propaganda and control information. Post-colonial theories also affected
how people reacted to media throughout the years. As time goes by, mass media was introduced,
and communication mediums are made. These are: The Printing press, which was created by
Johannes Gutenberg, The Telegraph which uses the morse code, The Penny press, which was
created by Benjamin Day, the Radio, the Film, the Television and lastly the Internet. The point of
these mediums was to distribute messages in a manner where everyone will understand.
Theories were also present in Mass media and these are: Postpositivism which obtains
knowledge by scientific research. It basically seeks to explain, predict and control. Hermeneutic
theory which studies and finds out the reasons how and why people’s different actions take place
in the world. It studies symbolic meaning from people. Critical theories are more concerned with
steering away from tradition. Which challenges the “normal tradition” by changing or restructuring
it. These are usually used in favor of politics. Lastly, Normative theories simply seek to explain
how the media system works and how it should be manipulated and controlled to ultimately
operate in a way that values can be known. All these theories are evolving as time goes by,
especially in today’s age where the internet is accessible anywhere. Along with these changes,
facts and fiction can be hard to determine, it always depends on the source.
As we go along the readings and learn more about Multimedia, I was able to discover my
own appreciation towards information being used and presented. How every platform used in
media deserved freedom of expression because for some people this is their “Art”. Considering
it an Art means it was given time and effort to master. Compared to the previous eras, we can
now say that almost everyone is literate when it comes to communication. Writing has been
changed but the only difference we have languages. These languages came from one alphabet
and was just transformed because of different cultures. I can see myself being a digital marketer
one day or a photographer who enjoys sceneries that gives off a different feeling. As technology
evolves, so do we humans. Like what Walter J. Ong (1982) said, Technologies are artificial, but
- paradox again - artificiality is natural to human beings.

References
https://www.oreilly.com/library/view/multimedia-and-communications/9781136025693/
http://www.peoi.org/Courses/Coursesen/mass/fram2.html
http://www.ric.edu/faculty/rpotter/temp/ong_excerpts.html
https://civic.mit.edu/2011/10/3/critical-political-economy-now/
https://www.forbes.com/sites/forbesagencycouncil/2017/06/06/five-trends-in-the-ever-changing-
media-landscape/