MULTIMEDIA TODAY

Edu Riparip

Imagine a website without graphics and colors. Watch a fantasy film or series without computer-
generated images (CGIs) and sound effects. Think of Facebook, Instagram, and Twitter without
text, photography, and videos. They are formless and meaningless to a certain extent, right? They
do not appeal to the eyes of the users. There is no connection. That is where multimedia comes
in.

Since conveying a message and presenting an information are difficult without the aid of
multimedia, a mix of different media, i.e. multimedia, gives more flavour and richness and
provides a full sensory experience.

Moreover, multimedia plays a vital role in the easy acquisition and reception of information into
our brain. It provides us with meaningful utilization of these pieces of information in the most
creative and most understandable way. However, multimedia is not just about the combination of
all types of media rolled into one – it is more than that! Now, as a beginning learner of
multimedia, how do you define multimedia?

Definition of Multimedia

Multimedia is a form of conveying a message in a powerful manner. Being a medium of

communication, it is interactive and contains different ways of presenting information to the
intended users. Multimedia also creates relationship between the users and the digital
information; hence, it is technically a one-way interaction.

In its broadest sense, Dowling (2011) provides the simplest definition of multimedia as “the
combination of two or more media.” The word media in multimedia comes in different forms:
graphics, photography, text, audio (sound effects, music, voice-over, and so on), video, and
animation. These forms are sometimes called the elements of multimedia. Each of the elements
serves as a formidable communication instrument for both expressive and practical purposes.
These forms, as they say, create a more dynamic and engaging experience (Dowling, 2011).
Morphologically, multimedia comes from the two words, multi and media, which means ‘many’
and ‘channels,’ respectively.

However, multimedia, in its strictest sense, is defined as “the field concerned with the computer-
controlled integration of text, graphics, drawings, still and moving images (video), animation,
audio, and any other media where every type of information can be represented, stored,
transmitted, and processed digitally” (www.ftms.edu.my). Aesthetically, these pieces of
information are displayed in an attractive and interactive manner to provide a rich and
stimulating technological experience.

McLuhan’s medium is the message

Different approaches or mediums to convey, present, and preserve information have captivated
humankind since the first few years of communication. These mediums totally changed the
social, cultural, and economic aspects of the world.

Eminent media and communication theorist Marshall McLuhan, in his most notable book
Understanding Media: The Extensions of Man (1964), coined the enigmatic paradox, 'the
medium is the message.' McLuhan’s controversial phrase triggered a heated debate among many
communication scholars, which, even up to now, creates confusion as to its real meaning. The
introduction of a particular chapter of Understanding Media reads:

"In a culture like ours, long accustomed to splitting and dividing all things as a means of control,
it is sometimes a bit of a shock to be reminded that, in operational and practical fact, the medium
is the message. This is merely to say that the personal and social consequences of any medium -
that is, of any extension of ourselves - result from the new scale that is introduced into our
affairs by each extension of ourselves, or by any new technology."

He thought “it is the medium that shapes and controls the scale and form of human association
and action.” According to him, the main emphasis should not be on the message or content, but
how a message is delivered and what medium is used to deliver such. It is, he said, the critical
component to make the message understood. The purpose of a medium is to aid in the conveying
of a message. He also claimed that the medium by which information is transmitted ultimately
reorganizes human behaviour. This is where the huge power and influence of multimedia lie.

The various media components and how they are put together play a significant role in
multimedia settings. Dowling (2011) explains that multimedia is a synergistic process whereby
multimedia elements are integrated to make a stronger, more cohesive whole (See Figure 1-1).
Hence, this leads to interactive multimedia that generates an engaging, multifaceted experience.

Elements of Multimedia

The common elements of multimedia are the following:

1. Text. Most of the multimedia contents contain texts. The text can have various types of
fonts and sizes to suit the presentation of the multimedia form. Texts are characters that
are used to create words, sentences, and paragraphs.
2. Graphics. As they say, visuals play a key role in acquisition of information. On the
multimedia screen, it is the visual layout that first attracts people to interact with
multimedia product. Consequently, graphics form the visuals. They make the multimedia
project appealing. Graphics are used more often than text to explain a concept, elaborate
a principle, present background information, etc. Graphics are also a digital
representation of non-text information, such as a drawing, chart, or photograph. There are
two types of graphics:

 Bitmap images. Bitmap images are real images that can be captured from devices
such as digital cameras or scanners. Generally, bitmap images are not editable.
Bitmap images require a large amount of memory.
 Vector Graphics. Vector graphics are drawn on the computer and only require a
small amount of memory. These graphics are editable.

3. Audio. Sound or audio is sometimes the best way to attract attention, especially when the
message is auditory in nature. More often than not, audio provides the only effective way
to convey an idea, elicit an emotion, or dramatize point. People think audio is only
combined in a multimedia project to enhance the other media being presented, but it may
be a perfect element. The use of speech, music, and sound effects are essential to making
the digital video interactive and engaging. Audio may be classified as the following:

 Analog. Analog audio or sound is defined as the original sound signal.

 Digital. Computer stores the sound in digital form. Hence, the sound used in a
multimedia project is digital audio.

4. Video. It refers to the technology of electronically capturing, recording, processing,

storing, transmitting, and reconstructing a sequence of still images representing scenes in
motion. It may be referred to as the moving picture, accompanied by sound such as a
picture in television. Video element of multimedia application gives a lot of information
in small duration of time. Digital video is useful in multimedia application for showing
real life objects. Video have highest performance demand on the computer memory and
on the bandwidth if placed on the internet. Digital video files can be stored like any other
files in the computer and the quality of the video can still be maintained. The digital
video files can be transferred within a computer network. The digital video clips can be
edited easily. The embedding of video in multimedia applications is a powerful way to
convey information which can incorporate a personal element which other media lack.
 5. Animation. Animation is a series of graphics that create an illusion of motion. It is a
process of making a static image look like it is moving. An animation is just a continuous
series of still images that are displayed in a sequence. The animation can be used
effectively for attracting attention. Animation also makes a presentation light and
attractive. Animation is very popular in multimedia application.

Applications of Multimedia

The following are the common areas of applications of multimedia.

1. Multimedia in Business. Multimedia can be used in many applications in a business.

The multimedia technology along with communication technology has opened the door
for information of global wok groups. Today the team members may be working
anywhere and can work for various companies. Thus the work place will become global.
The multimedia network should support the following facilities:

 Voice Mail
 Electronic Mail
 Multimedia based FAX
 Office Needs
 Employee Training
 Sales and Other types of Group Presentation
 Records Management

2. Multimedia in Marketing and Advertising. By using multimedia marketing of new

products can be greatly enhanced. Multimedia boost communication on an affordable
cost opened the way for the marketing and advertising personnel. Presentation that have
flying banners, video transitions, animations, and sound effects are some of the elements
used in composing a multimedia-based advertisement to appeal to the consumer in a way
never used before and promote the sale of the products.

3. Multimedia in Entertainment. By using multimedia marketing of new products can be

greatly enhanced. Multimedia boost communication on an affordable cost opened the
way for the marketing and advertising personnel. Presentation that have flying banners,
video transitions, animations, and sound effects are some of the elements used in
composing a multimedia-based advertisement to appeal to the consumer in a way never
used before and promote the sale of the products.
4. Multimedia in Education. Many computer games with focus on education are now
available. Consider an example of an educational game which plays various rhymes for
kids. The child can paint the pictures, increase reduce size of various objects etc apart
from just playing the rhymes. Several other multimedia packages are available in the
market which provide a lot of detailed information and playing capabilities to kids.

5. Multimedia in Bank. Bank is another public place where multimedia is finding more
and more application in recent times. People go to bank to open saving/current accounts,
deposit funds, withdraw money, know various financial schemes of the bank, obtain
loans etc. Every bank has a lot of information which it wants to impart to in customers.
For this purpose, it can use multimedia in many ways. Bank also displays information
about its various schemes on a PC monitor placed in the rest area for customers. Today
on-line and internet banking have become very popular. These use multimedia
extensively. Multimedia is thus helping banks give service to their customers and also in
educating them about banks attractive finance schemes.

6. Multimedia in Hospital. Multimedia best use in hospitals is for real time monitoring of
conditions of patients in critical illness or accident. The conditions are displayed
continuously on a computer screen and can alert the doctor/nurse on duty if any changes
are observed on the screen. Multimedia makes it possible to consult a surgeon or an
expert who can watch an ongoing surgery line on his PC monitor and give online advice
at any crucial juncture.
REFERENCES

Dowling, J. (2011). Multimedia Demystified. McGraw-Hill Education.

Gross, J. (2011). The Medium is the Message. Retrieved from:

https://www.smashingmagazine.com/2011/07/the-medium-is-the-message/

Lee, H. (1997). Introduction to Multimedia Arts.

Li, Z. & Drew, M. (2004). Fundamentals of Multimedia. Pearson Education, Inc.

McLuhan, M. (1964). Understanding Media: The Extensions of Man.

Multimedia Introduction. www.tutorialspoint.com. Retrieved from:

https://www.tutorialspoint.com/multimedia/multimedia_introduction.htm?fbclid=IwAR02I2gd-
cMYxxzfO_KjQ0afhabDiB2VDiV_F-FyhJy8rtczok4ZtfoM-V8

Law, S. (2016). The Medium is the Message. www.ccpa-accp.ca. Retrieved from:

https://www.ccpa-accp.ca/the-medium-is-the-message/