Lisa Gitelman’s Definition of Media: A Socially-Constructed Phenomenon

One of the fundamental concepts of Lisa Gateman’s definition of media is that it is a socially constructed phenomenon. Media is built on social interactions and relationships. The social aspect of media brings people together to communicate indirectly. Through this, PR professionals gain in-depth knowledge on how the message is constructed, the materials used to construct the message, and the effect of this media. For instance, Raymond Williams posits that media arises due to social and cultural changes.
A classic example was the advent of television in 1974. The influx of new media and innovation is characterized by social practices, needs, and purposes. The social connotations of media play a crucial role in understanding the symbolic nature of communication. Media operates within the precepts of society. Every object in society can serve as a source of media CITATION Gla13 \l 1033 (Yuu, 2013). Media arises due to shared beliefs and ideas communicated in varied ways. As we traverse through the different stages in life, we learn new things and adopt new forms of media through parents, teachers, photographs, film, and television. Since the advent of communication, media has been a shared phenomenon amongst people CITATION Alw06 \l 1033 (Always Already New: Media, History, And The Data Of Culture, 2006)
Gitalmen depicts media as a historically subject with cultural relevance. Media manifests in different ways throughout history. Media serve a critical role in reviewing the historical precepts of the world. It serves a crucial role. Media is a crucial facet in the operationalization of the pas. Media provides insight into the past, but it provides avenues for people to learn about the past through media representations such as books, films CITATION Rei \l 1033 (Reierbhannah) CITATION Man15 \l 1033 (Edwards, 2015). Incorporating media in our day-to-day activities involves implicit encounters with the past to produce different media representations. For instance, a photograph showcasing events that happened in the past but are relevant to the present. Gitalmen depicts a clear picture of the intersectionality of new and old media through his definitions. In essence media gains a firm foundation and gains authority over cultural tenets as the social process and their definition and distribution phases out. During this stage the forms of dissemination varies resulting in the abolition while the social process of protocol and acceptance are flawed upon CITATION Uni212 \l 1033 (University of the People, 2021)..
Gitalmen argues that any form of history is characterized by a series assumptions on the relevance and essence and the role people play in its success as well as the essence of media, characteristics of human communication and causes leading to the evolution of the historical change CITATION Ope18 \l 1033 (OpenLab, 2018). Through his definition Gitalmen draws on the notion that the existing historical perception of media is based on the growing tendencies to give more power to the history of media. In this light of approach media and technological forms are granted authority compared to human, social and economic systems. Despite this, Gitalmen insists that people should recognize the diverse ways media and hu...