Objectives

• To define digital communication.

• To outline appropriate media to deliver
digital products.
• To understand various forms of digital
communication outlets.
• To apply and evaluate graphic design and
editing concepts in digital communication.

2
 Main Menu
Defining Digital Communication
Digital Communication Devices
Communication Through Email
Social Communication & Tools
Designing for Digital
Communication

3
 Digital Communication
• Is the ability to create and transmit a
message using different technological
devices, including:
– radio
– television
– telephone
– cell phones: SMS or text messaging
– computers: internet websites, email,
PowerPoint®, etc.

Fun Fact: When sending a text message, a form of digital

communication is being used.
5
 Digital Communication
• Has a background which includes the
following inventions:
– telegraph
– teleprinter
– telephone
– television
– computer
– cell phone
– the internet

Fun Fact: The ARPANET was the first packet switching network. This
network evolved into the internet enjoyed today.
6
 Firsts in Digital Communication

Fun Fact: The first cell phone was the Motorola DynaTAC 8000X. It
weighed two pounds, offered just a half-hour of talk time for every
recharging and sold for $3,995.
7
 Digital Media Products
• Enhance communication with the use of
technological devices
• Allow for constant communication
– people are continually sending and receiving
messages and gathering and interpreting
information
• Have changed the way people access and
share ideas and information

8
 Digital Communication
• Can be used for:
– business meeting environments
– educational purposes
– government interactions
– personal uses

Fun Fact: The average U.S. teen sends or receives an average of

2,899 text messages per month.
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Transactional Model

10
 Sender
• Is the person or party sending a message
to another person or party
• Can also be called the source of
communication
• Needs to be sure the information is useful
and accurate
• Should be clear as to what and why one
wants to communicate

11
 Sender
• Examples in digital communication
include:
– bloggers
– television and radio broadcasters
– creators of websites

12
 Message
• Is the set of words and symbols the
sender transmits
– includes all information to be communicated
• Can be expressed verbally or nonverbally
– verbal communication is expressed in
language, spoken or written
– nonverbal communication is expressed most
notably using body language or pictures

13
 Message
• Examples in digital communication
include:
– blogs
– television and radio shows
– websites

14
 Media
• Refers to the channels through which the
information moves from sender to receiver
• Includes the following digital devices:
– radio
– television
– telephone
– computers
– cell phones

Fun Fact: The first computers were people. "Computer" was a job title
for people who did calculations by hand or paper. Soon after the
computing machines were built, they were called "computers."
15
 Encoding
• Is the process of transferring information
one wants to communicate into a form
which can be sent, received and
understood
– putting thoughts into a symbolic form
• Success depends on the ability to relay
information and reduce confusion

Fun Fact: Technology devices such as computers and CD players use

word sequences of 0s and 1s called binary values to send and receive
data.
16
 Encoding
• Examples in digital communication
include:
– writing a blog
– writing and producing a television or radio
show
– designing and creating a website

17
 Noise
• Is any unplanned static or interruption
during the communication process
• Can cause a message to be different than
the sender intended
• Is not just sounds
– anything which interferes
with receiving or
understanding the
message is considered noise

18
 Noise
• Includes the following types of distractions:
– semantic noise: misinterpretation of the
message
– internal noise: actions or thoughts within the
receiver which disrupt the receiver’s ability to
understand the message
– external noise: distractions such as sights or
sounds which disrupt the message
• Includes:
– shorthand which is not clear to the receiver
– preconceived opinions
– advertisement clutter
19
 Decoding
• Is the process of assigning meaning to
words and symbols to form the message
back into thought
– the direct opposite process of encoding
• Is also known as the action a computer
performs to convert an electronic signal or
code into plain text
• Examples in digital communication include:
– reading a blog
– watching a television or radio show
– examining a website
20
 Receiver
• Is the person or party receiving the
message
• Can also be called the audience or
destination
• Might or might not interpret the meaning of
the message the same way the sender
intended it to be interpreted
• Examples in digital communication include:
– blog readers
– television viewers and radio listeners
– internet shoppers
21
 Feedback
• Is the set of reactions and
acknowledgments the receiver displays
after receiving the message
• Can also be called the response
• Refers to the part of the receiver's
response which is communicated back to
the sender
• Shows the receiver
has understood the
message
22
 The Intended Audience
• Should be identified and considered by the
sender before attempting to send a
message, including factors such as:
– size of the audience
– existing attitudes of audience
– amount of knowledge and experience the
audience has with the topic
• Considerations include:
– words and symbols used in message
– media used to transmit message
– accessibility of message
23
 Media Selection
• Involves deciding what words and symbols
will best convey the message, such as:
– spoken words
– written words
– color
– still pictures
– motion pictures

24
 Media Selection
• Requires consideration of the following
factors:
– the media’s availability
– opportunities the media presents for feedback
– how much noise is associated with the media

25
Digital Communication Devices
• Are electronic devices which are capable
of transmitting messages
– include common devices such as cell phones
and tablets

27
Digital Communication Devices
• Have the following advantages:
– easy access to information
– efficiency and productivity
– networking with others
• Have the following limitations:
– social isolation
– individuals become too dependent on their
device
– possible physical damage, such as carpal
tunnel

28
 Cell Phones
• Have given individuals the ability to
communicate from almost anywhere, while
also offering certain features and apps
helping individuals with their daily routines
– for example, smartphones tend to come with
a built-in GPS which can help individuals with
directions

29
 Cell Phones
• Have the following advantages:
– makes communication easier
– offers a variety of applications
– offers internet access
• Have the following limitations:
– lacks human interaction
– comes with contracts
– can often be a
disturbance

30
 Tablets
• Are wireless, portable computers which
also give individuals the ability to
communicate with others
– for example, an iPad® comes with the
FaceTime® application, which allows
individuals to video chat with each other

31
 Tablets
• Have the following advantages:
– portability
– fast start up
– offers the same functions as a normal
computer
• Have the following limitations:
– low battery life
– screen smudges
– no keyboard

32
 Digital Subscriptions
• Are what providers and networks sell to
individuals so they can use their digital
devices for tasks such as communication
and gaining access to the web
– come in various packages, which can
determine the amount of text messages sent,
time spent talking and data usage

33
 Digital Subscriptions
• Have the following advantages:
– provides internet access from almost any
location
– makes communication easier
– allows individuals to gain access to a variety
of information
• Have the following limitations:
– requires individuals to sign contracts
– can sometimes become expensive
– connection to the internet is not always
guaranteed

34
 Data Plans
• Give the user access to the internet from
their digital device
– data usage allows access to 3G, 4G, and LTE
networks
• 3G: third generation network
• 4G: fourth generation
network
• LTE: long term evolution
network

35
 Wi-Fi
• Allows individuals to connect to the
internet wirelessly with their electronic
devices
– when smartphones can connect to Wi-Fi, it
can help save individuals money and data
usage on their cell phone plans

36
 Text Messaging
• Uses cellular airwaves and protocols to
send messages from one digital device to
another
– is an instant communication method, which
can be faster than calling someone
– is informal and easy to use
– facilitates more of a private conversation

37
 SMS & MMS
• Are two different forms of messages which
can be sent via cell phone
– SMS: Short Message Service
• limit to 160 characters
• text message only
• cannot send pictures, videos, sounds, etc.
– MMS: Multimedia Messaging Service
• an evolution of SMS
• can be longer than 160 characters
• can send multimedia such as pictures, videos
and sounds

38
 Electronic Device Apps
• Are types of software which either come
with or can be downloaded on an
electronic device
• Are designed to perform specific functions
depending on the user

App is the abbreviated form of application

39
 Electronic Device Apps
• Have many advantages
– allows for greater communication
• Skype®: video chatting application which also
offers instant messaging
• Messenger®: instant messaging app for
multiple social media users
• FaceTime®: video chatting application found on
Apple® devices
• Google® HangoutsTM: communication platform
including instant messaging, video chat, SMS
and VOIP options

40
 Electronic Device Apps
• Have many advantages
– allows for greater productivity
• these programs and software can be accessed
anywhere using an electronic device

41
 Electronic Device Apps
• Also come with limitations:
– they can be incompatible across different
platforms
• such as iTunes®, which is only compatible with
iPhones®
– can take up a lot of storage on electronic
devices
• apps such as Facebook® are considered
content-heavy apps and can cause a device to
reach its storage limit

42
 Email
• Is the transmission of messages over
communication networks
– messages are mainly composed of text, but
can include electronic files such as sounds,
images and videos
– ideally made for longer and more involved
conversations between two or more
individuals
– more of a professional means of electronic
communication which is mainly used in the
workplace

44
 Email Systems
• Have three aspects which allow the
sending and receiving of an email to be
possible, which include:
– mailer
• individual who sends the email
– mail server
• allows the email to be
sent and received
– mailbox
• individual who receives
the email

45
 Email Addresses
• Are specific usernames each email user is
assigned
– generally, the username and domain name
are separated by an @ symbol
– are not case sensitive
– are not allowed to have spaces
– examples include:
• [email protected]
• [email protected]

46
Email Components

47
 Email Features
• Include:
– attachments
• allow individuals to send files such as word
documents, presentations and images
− address books
• allow individuals to store basic information
such as phone numbers and email addresses
– MIME types
• multipurpose internet mail extensions, allow
individuals to send audio, video, pdfs, etc.

48
 Advantages of Email
• Includes:
– cost
• most email platforms are free
– convenience
• email is a simple communication tool which is
easy to use and can help individuals receive
information fast
– efficiency
• has the capability to send a message to a large
amounts of people within a matter of seconds
– global
• has the capability to communicate and reach out
to anyone in the world
49
 Limitations of Email
• Includes:
– misunderstandings
• emails can be hard to interpret at times and
cause confusion
– no personal touch
• some messages are better said in person, and
emails lack the ability to do so
– spam
• some email users can receive spam which is
irrelevant or inappropriate messages
– viruses
• some emails can cause viruses on a computer
which can destroy or corrupt the system
50
 Social Networks
• Provide means for individuals to
communicate with one another through
social media platforms
– examples include:
• Facebook®
• Twitter®
• Instagram®
– communication with social media platforms is
very similar to instant/text messaging
– tend to be shorter messages which are for
personal use

52
 Creating a Social Network Profile
• Can easily be completed within a matter of
minutes
• Involves the following steps:
– create a login name
– create a password
– provide basic personal information
• such as name, gender, age and location

53
 Social Network Features
• Include:
– free web space
• members of social media are provided space
to publish content which can be viewed by
others
– uploading content
• each member of a social network is allowed to
upload different content such as text, images
and video
– conversation
• each member of a social network is allowed to
have private or public conversations with
whom they choose
54
Advantages of Social Networks
• Include:
– staying in touch
• the purpose for social media is to help
individuals stay connected with their family and
friends
– spreading information
• social networks can help spread breaking
news and important information rapidly
– promoting
• social networks can also allow companies,
freelancers, etc. to display their work to a
significant amount of people
55
 Limitations of Social Networks
• Include:
– false information
• anyone is allowed to post on social networks,
in return, information posted can be inaccurate
– discrimination
• social networks have allowed people to ridicule
others based on who they are, also known as
cyberbullying
– addiction
• social networks have become a distraction to
some and have caused people to become
addicted
56
 Web 2.0 Tools
• Are tools which make communicating on the World
Wide Web simpler and easier to understand
• Examples include:
– blogs
– wikis
– forums
– video/phone conferencing
– screen sharing
– live streaming
– audio streaming
– bulletin boards
– polls
– comments
– instant messaging
57
 Blogs
• Are online discussion and information sites
which allow individuals to publish writing
pieces and gives viewers the ability to
provide feedback
– operated by a specific person
– can be biased information

58
 Wikis
• Are online information sites which allow
individuals to collaborate with others and
gives them the ability to add, modify or
delete information
– can be very informative
– considered an unreliable source

59
 Forums
• Are online discussion sites where
individuals can participate in conversations
by posting messages
– usually pertains to a specific topic
– not a form of instant messaging

60
 Video/Phone Conferencing
• Are telecommunication technologies
allowing individuals to communicate with
two or more people from a separate
location
– video conferencing allows face-to-face
communication
– can offer a more intimate conversation over
other forms of digital communication

61
 Screen Sharing
• Provides user(s) shared access to another
person's computer screen to see what is
being done
– gives the ability to share presentations with
others
– allows a real time visual representation to
one’s words

62
 Live Streaming
• Involves broadcasting real time footage to
an audience through the internet
– gives people the opportunity to view events
while in a different location
– gives the ability to reach a larger audience

63
 Audio Streaming
• Involves delivering real-time audio through
the internet
– gives people the opportunity to listen to live
coverage of different events
– gives the ability to inform a wider variety of
people

64
 Streaming vs. Downloading
• Are two different methods which electronic
devices use to show/play sounds, videos,
images, etc.
– streaming
• is when the device receives data constantly
while a sound, video, image, etc. is open
– downloading
• is taking a file (sound, video, image, etc.) and
copying it from a device or the internet and
putting it on a phone or computer, so it can
play without using data

65
 Bulletin Boards
• Are known as bulletin board systems (BBS)
• Are dedicated to the sharing or exchange of
messages or other files on a network
• Are typically devoted to a specific topic
such as a particular video game or sports
team
• Tend to have their own culture and jargon
– for instance, a gaming bulleting board’s culture
may reflect the game and use acronyms to
describe common moves or levels in the game

66
 Polls
• Can be used to ask a simple question by
having participants answer one multiple
choice question
• Can be created using sites or applications
such as StrawPoll®, Polldaddy® or Disqus®

67
 Comments
• Can be added to websites in their
comments or reviews sections
– most sites offer comments or review sections
for individuals to offer commentary on the topic
being discussed or the product being sold
• these sections allow for conversations between
different individuals who have opinions on a
topic or experiences with a product

68
 Instant Messaging (IM)
• Is a type of online communication which
offers real-time message transmission
through the internet
• Originally only involved sending text-based
messages to users who were online, but
now offers options of sending files, voice or
video chatting
• Can be accomplished through many
different sites or applications such as
Facebook® Messenger®, Skype®, Viber® and
WhatsApp® 69
 Digital Graphic Design
• Is a process used to:
– announce or sell something
– amuse or persuade someone
– explain a complicated message

Fun Fact: Apple® was the first to produce computers which had bitmap
graphics – the origin of modern computerized graphic design.
71
 Digital Graphic Design
• Uses a variety of communication tools in
order to portray the digital message
• Includes the following main tools:
– image
– typography

Fun Fact: Typography within graphic design involves choosing the

appropriate typefaces and creating their arrangement on the page.
72
 Digital Design Elements
• Are the basic components used in part of
any digital publication
• Include the following:
– text
– graphics
– titles
– color
– white space

73
 Digital Text
• May be an important part of digital design
– it can convey complicated concepts
• Makes up the following:
– titles
– subtitles
– copy

74
 Typeface
• Refers to a set of characters with the
same design
• Includes the stylization of characters such
as:
– letters
– numbers
– symbols
– punctuation marks

75
 Font
• Is the specific size and shape of the
typeface
• Should be clear and easy to read
• Should be limited in one
publication
– no more than four fonts

Fun Fact: With the introduction of computers, the terms font and
typeface are often used interchangeably, however they are not the
same.
76
 Font
• Includes the following:
– italics
– underline
– bold
• Can be used to emphasize words or
phrases
– however, overuse can be a distraction or
decrease readability

77
 Font Size
• Determines how small or large a character
is
• Is measured in points

78
 Image or Graphic Size
• Determines how small or large an image
or character is
• Is measured in the following:
– picas (pc)
– millimeters (mm)
– centimeters (cm)
– inches (in)

79
 Title
• Is a phrase intended to attract a reader’s
attention
• Is usually distinguished by its contrast
– size
– color
– whitespace

80
 Title
• Directs readers to illustrations and text
• Attracts a specific target market
• Should be creative and brief
• Inspires emotion, such as:
– curiosity
– laughter
– thoughtfulness
– nostalgia

81
 Copy
• Refers to the main text of a publication
• Details the information, explanations or
purpose of the publication
• Should be direct and simple
• Should explain the
who, what, where,
when, why and how
of the publication
• Should be easy to
follow
82
 Color
• Can be used in the visuals, text and
background of a publication
• Draws a reader’s attention
• Can have a psychological effect on the
reader
• Should be based on the intended
message and image of the publication

83
 Color
• Can evoke the following feelings in the
consumer:
– red: energy, power, passion
– orange: determination, fascination,
encouragement
– yellow: joy, happiness, intellect
– green: growth, harmony, freshness, health
– blue: trust, loyalty, faith

Fun Fact: Yellow surroundings seem to enhance the performance of

schoolchildren.
84
 The Color Wheel
• Is a useful tool in determining which colors
to use in a production
• Aids in creating a variety of color schemes
– each color scheme can give the message a
different style
– color schemes are used to make the message
more appealing to the reader

85
 White Space
• Is also referred to as negative space or
blank space
• Refers to the portions of the page which
are unused
• Is the space between the graphics, text
and any other elements
– including margins, line spacing, etc.
• Does not have to be white
– it is whatever the background color is

86
 White Space
• Is an important element in creating a
desirable layout because it allows for the
following:
– readability
– balance
– flow

87
 Graphic Design Concepts
• Include the following:
– balance
– proximity
– alignment
– consistency
– contrast

88
 Balance
• Is the way a production’s lines, shapes,
colors and textures are arranged
• Directs the viewers’ eyes
• Should be symmetrical, asymmetrical or
radial
– symmetrical: one side matches the other
– asymmetrical: sides do not match; balance is
achieved through tricks of the eye
– radial: all elements spread out from a center
point

89
 Balance
• Is commonly achieved using the rule of
thirds
– break an image into thirds
horizontally and vertically
so the picture has nine
parts (red lines)
– focal points should be at the intersections
(green dots)

Fun Fact: Studies show when viewing images, people’s eyes go to one
of the intersection points of the rule of thirds more naturally than the
center of the shot.
90
 Proximity
• Is the location of items in relation to one
another
• Can determine or describe relationships
between elements
• Is one of the easiest ways to give a
production an organized feel and create a
visual structure

91
 Alignment
• Refers to the lining up or arrangement of
text and graphics on the page
• Is achieved by positioning text or graphics
the following ways:
– flush left
– flush right
– centered
– fully justified

92
 Consistency
• Refers to the unchanging look and feel of a
production
• Can be created using similar and cohesive
typeface, colors and graphics
• Should make navigation easier for the
reader
• Can be accomplished by using an
accessible and effective page such as a
master template
Navigate, in graphic design terms, is to direct, guide or move a viewer’s
eye in a particular direction.
93
 Contrast
• Refers to the combination and
arrangement of varying and opposite
design elements
• Is accomplished by using different sizes,
colors, fonts, etc.

94
 Layout
• Is the placement of design elements
• Is effective when it:
– is easy to read
– is pleasing to the eye
– conveys a specific message
– is organized and meaningful

95
 Layout Design
• Tips include:
– consider the relationship between size and
proximity of each item
– balance the weight of pictures and text
– divide the page into thirds
– use repetition and similar design patterns
– match the layout to the publication
– use master templates when needed

96
 Master Template
• Is a page design pattern used as the basis
for creating other pages of a production
• Contains layout, background format,
theme colors, fonts and effects
• Allows a designer to place elements once
and change details, such as text, without
having to create each page individually

97
 Master Template
• Can be used in multiple design programs
– Microsoft® Office
– Adobe®

98
 Editing
• Is performed in order to:
– remove unwanted material
– shorten or resize the material
– create a flow
– add graphics, music and effects

99
 Copy Editing
• Is used to correct errors and prepare text
for publication
• Includes:
– editing
– proofreading
• Should correct mistakes such as:
– spelling, grammar and punctuation errors
– repeated words and phrases
– undefined and improperly used words
Whether posting on a social network or writing a review, always proof
what is written to ensure messages are clear, concise and free of
errors.
100
 Photo Editing
• Is altering a graphic or image
• Capabilities include:
– altering color
– cropping, slicing and merging images
– sharpening and softening
– adding special effects (distortion, texture, etc.)
• Is typically done using software including:
– Adobe® Photoshop®
– Adobe® Lightroom®

101
 Video Editing
• Is the process of altering video
• Allows for rearrangement, color changes,
filters, transitions, effects and more
• Is typically done using software including:
– CyberLink PowerDirector
– Corel® VideoStudio Pro
– Final Cut Pro®
– Adobe® Premiere®
Elements
– Roxio Creator®

102
 Resources
• Carter, R. (2002). Digital Color and Text. East Sussex England:
Rotovision.
• External and Internal Noises. (2001-2004). Retrieved February 15,
2010, from Institute for Strategic Clarity:
http://www.instituteforstrategicclarity.org/epnoise.htm
• Meggs, P. B. (1992). Type and Image: The Language of Graphic
Design. New York: John Wiley and Sons Inc.
• NSU. (2007, July 30). Communication: Sender and Receiver. Retrieved
February 15, 2010, from Nova southeastern University:
http://www.nova.edu/studentleadership/development/forms/send_receiv
e.pdf
• Poggenpohl, S. H. (1993). Graphic Design: A Career Guide and
Education Directory. Retrieved February 15, 2010, from The American
Institute of Graphic Arts: http://www.aiga.org/content.cfm/guide-
whatisgraphicdesign
• Skaalid, B. (1999). Classic Graphic Design Theory. Retrieved February
15, 2010, from Web Design for Instruction:
http://www.usask.ca/education/coursework/skaalid/index.htm
103
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protocols-methods-and-devices-35329663
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sites/
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workplace/

104
 Acknowledgements
Production Coordinators
Daniel Johnson
Amy Hogan
Brittni Allerkamp

Graphics Editor
Melody Rowell

V.P. of Brand Management

Clayton Franklin

Quality Control Director Executive Producer

Angela Dehls © MMXVII Gordon W. Davis, Ph.D.
CEV Multimedia, Ltd. 10_9_21 105