- Concerning their human and financial resources commercial media and independent content provider are an extremely unequal pair. While the 1998 revenues of the world's leading media conglomerates (AOL Time Warner, Disney, Bertelsmann, Viacom and the News Corporation) amounted to US$ 91,144,000,000 provider of independent content usually act on a non-profit basis and to a considerable extent depend on donations and contributions.
Also the human resources they have at their disposal quite differ. Viacom for example employs 112,000 people. Alternative media conversely are mostly run by a small group of activists, most of them volunteers. Moreover the majority of the commercial media giants has a multitude of subsidiaries (Bertelsmann for instance has operations in 53 countries), while independent content provider in some cases do not even have proper office spaces. Asked about their offices number of square meters Frank Guerrero from RTMark comments "We have no square meters at all, because we are only on the web. I guess if you add up all of our servers and computers we would take up about one or two square meters."
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Gutenberg's printing press, an innovative aggregation of inventions known for centuries before Gutenberg: the olive oil press, oil-based ink, block-print technology, and movable types, allowed the mass production of the movable type used to reproduce a page of text and increased the production rate enormously. During the Middle Ages monks took at least a year over making a handwriting copy of a book. Gutenberg printed about 300 sheets per day. Because parchment was too costly for mass production - often for the production of one copy of a medieval book a whole flock of sheep was used - it was substituted by cheap paper made from recycled clothing left over from the massive number of dead caused by the Great Plague.
Within forty-five years, in 1500, already ten million copies were available for a few hundred thousand literate. Because individuals could examine a range of opinions now, the printed Bible, especially after having been translated into German by Martin Luther, and increasing literacy added to the subversion of clerical authorities. The interest in books increased with the rise of vernacular, non-Latin literary texts, beginning with Dante's Divine Comedy, the first literary text written in Italian.
Among others, the improvement of the distribution and the production of books and increased literacy made the development of print mass media possible.
Michael Giesecke (Sinnenwandel Sprachwandel Kulturwandel. Studien zur Vorgeschichte der Informationsgesellschaft, Frankfurt am Main: Suhrkamp, 1992) has shown that due to a division of labor among authors, printers and typesetters Gutenberg's invention increasingly led to a standardization of - written and unwritten - language in form of orthography, grammar and signs. To communicate one's ideas became linked to the use of a kind of code, and reading became a kind of rite of passage, in every human's life an important step towards independency.
With the increasing linkage of knowledge to wide reading and learnedness, the history of knowledge becomes the history of readings, of readings dependent on chance and on circumstance.
For further details see:
Martin Warnke, Text und Technik,
Bruce Jones, Manuscripts, Books, and Maps: The Printing Press and a Changing World,