Video: The Notion, History, Purpose And Effects
Definition
According to the definition provided by Merriam-Webster, a video is “a digital recording of an image or set of images such as a movie or animation. ” In other definitions, a video is a combination of digitally made visuals and sounds.
History
Video Tape Recorders or VTR’s are developed during 1951 by the research team of Charles Ginsburg at Ampex Corporation. It captures real images from television cameras that convert information into electrical impulses on magnetic tape by saving the information. By 1956 this technology was highly in demand and is commonly used by television industries. Ginsburg also lead the Ampex Research Team in developing a new machine that runs the tape at a slower rate. He was also known as the “Father of Video Cassette Recorder”.
Ampex also sold the first VTR for $50, 000 in 1956 and Video Cassette Recorders were sold by Sony in 1971. In this way video recording had a huge impact on broadcasting industry rather than the invention of radio or television itself. Around 1976, video tape in a large cassette format was introduced by JVC and Panasonic. It was known for home use and may also be available for video store rentals for many years until it became CD’S and DVD’S. Digital techniques allowed creating digital videos with higher quality with lower cost earlier than analog technology. In 1997, DVD’S were invented while Blu-ray Discs were invented in 2006; sales of videotape and recording equipment were highly in demand. Advanced computer technology allowed personal computers and smartphones to store, capture, edit and transmit digital videos that reduced the cost of video production, allowing producers to move to tapeless production. As of 2015, high quality resolution video cameras are being produced and sold by the public.
Purpose
Just like any other invention made, a video has a purpose for its creation. With the use of a video presentation, it can help provide the audience a more elaborated and detailed. Aside from that, the video’s combination of movements and noise catches the attention of the viewers compared to plain texts without the use of the other senses.
When people watch a video, they often empathize with the characters because there is a feeling that you understand and share another person's experiences. On the other hand, it allows the audience to imagine putting their shoes into someone else’s. As a result, there is a sense of empathy, involvement and action. Videos are important in this generation because of the informative visuals and its significant role in conveying a message which can easily aid individuals to understand the essence of its content.
Effect
Videos such as commercials, advocacy campaigns, and films have a diversified effect on different audiences; for instance, a person can be affected either in an empowering way or a disruptive manner. Moreover, a video can simply manipulate a person’s mindset because of the impact of a story whether it is fictional or non-fictional. There are two types of persuasion using psychology according to the article “The Psychology of Video Advertising” written by Tom More. The first type of persuasion is the central route; it refers to situations whereby the consumer is invested, in the sense that they want or need the product, and thus can make thoughtful decisions based on facts and. While the second type of persuasion is the peripheral route wherein the receiver does not think carefully about the communication itself; and instead makes decisions based on superficial stimuli, also known as "cues". Cues can include colors, music, storytelling and more. In the peripheral route, content and facts may be ignored or overlooked.
The stated theories are targeting to affect the heart and/or the mind of an individual because moving a person’s mental and emotional state can cause them to feel. To alleviate the heightened emotions, an action must be made to address the situation or problem.
