Multimedia

The term refers to multimedia content and works, which consist of several, mostly digital media: text, photography, graphics, animation, audio and video.

Definition

There is no clear definition for the term multimedia. The presentation of content through various channels ( sound film, for example, operated eye and ear) is nothing new. The convergence ( the convergence ) of media employed scientists and writers since the movie and in tougher measures since the first successful Fernsehübertragunstests. 1926 wrote the journalist Louis Kapeller:

The term multimedia came up with the digital exchange of content. Furthermore, the presence of different interaction plays an important role, for example, active navigation, content manipulation, or the control of reproduction parameters. Due to the technological progress of digitization and the increased performance of computers witnessed a rapid development of multimedia.

Bernd Man Willow (2001) names the interactivity two additional properties must meet the media so that you can be called as multimedia. Firstly, several encoding types must be used (multi Koda formality ). Texts for example, use a symbolic encoding form (verbal ), regardless of whether they are printed or spoken. A picture on the other hand uses a depictive or imaginary (real true or schematic / typisierend ) coding form. Secondly, different sensory modalities must be used ( multimodality ). This refers to the targeted human senses. The most common sense of the auditory and the visual sense. In part, it is also possible today using the force feedback technology to address the touch or smell. A text on the computer monitor is thus monokodal (symbolic / verbal) and mono-modal (visual). If this, however, by original sounds ( / real true auditory and imaging way ) and gives the properties are (visual and auditory ) and multi Koda formality fulfilled multimodal ( imaging way / real true and symbolic / verbal). A film is also multimodal (visual and auditory ), and usually also multikodal ( imaging only and symbolic).

In P. Kneisel (quoted by Steinmetz 1999) one finds the following definition: " A multimedia system is characterized by computer-based, integrated generation, manipulation, presentation, storage, and communication of independent information, which are encoded in at least one continuous and one discrete medium. "

Another definition is given by Klimsa ( LJ Issing, P. Klimsa: information and learning with multimedia and Internet pp. 3. )

Multimedia communication in the communication policy of the Marketing

In multimedia communications planning, organization, implementation and control of all measures has to be taken that serve messages that are designed by combinations of text, graphics, audio, visual and moving image elements, submit by electronic media to the consumers to interact and to realize the communication goals of the company.

New forms of advertising by Multimedia

Internet Advertising

The Internet advertising has increased in recent years as part of the modernization of households becoming increasingly important. Communicative advertising messages are transmitted on websites and also about emerging pop-ups, banners and images. But also on the results of search engine queries Internet advertising is practiced by the companies concerned and their products are in a search query rather than results displayed than others.

Advantages:

• Establishment of the Internet as a mass medium
• Personalized targeting
• Dialogue-oriented
• Variety of formats
• Search Engine Marketing
• Exact advertising effectiveness checks to be

Cons:

• Reactance compared to online advertising
• Ad blockers are used more and more

Mobile Advertising / Mobile Marketing

Advantages:

• It reached a high penetration rate in the terminals
• The characteristics of the medium itself are advantages (local independence, accessibility, character customization, interactivity and localization )
• Provides the ability to viral marketing
• Low lead time for campaigns
• High success control of response options
• Suitable combinations with Internet
• Particularly suitable for young audiences

Cons:

• Reaktanzgefahr
• So far, high costs

Educational aspects

It is a widespread opinion that the use of different media to the viewer facilitates the reception of knowledge of content since the user receives the information with different sense organs. The underlying superficially insightful assumption that information is better " saved " if they are mediated by as many "channels". In this context, diving graphics, similar to the presented here is intended to illustrate the causal relationship between learning effect (green curve ) and media crowd.

The psychologist Bernd Weidenmann referred to this argument as naive sum theory, the lack of any empirical evidence. Probably founded in the adoption of a misinterpretation of a statement of the founder of Media Education, Comenius. This, in its publication " E Scholasticis Labyrinthis Exitus in planum " among other things: "So the schools are all present one's own senses of learners: so they can see everything yourself, hear, smell, taste, touch, what can be seen, etc. and needs ".

Is empirical evidence that there are benefits to learning when information is presented on different channels, such as a picture audio post. The reason given is that a channel only has a limited capacity. Image written text would thus overwhelm the visual channel, while image audio can be perceived simultaneously.

The interactive aspect of multimedia allows the viewer an individually tailored knowledge and experience-oriented recording of content. These advantages are particularly developed through learning programs (e-learning, computer-based training ).

Others

• A scientific conference series, which deals with the aspects of multimedia, the ACM Multimedia.
• The term " multimedia " was voted 1995 word of the year.