Media = plural of medium.
The communication media is the product of our sad inability to communicate directly from mind to mind (sad indeed).
On the Phaedrus Socrates said that 'the alphabet created forgetfulness', and in some aspects it does make sense since now a days we use technology as an extension of our memory.
Humans have developed tools to use as extensions of our existing faculties and it has expanded in every single direction. In retrospective we could say that animation started because of the need of filling and artistic part that film couldn't do at the moment in time, just like film started by the urge of photographers of taking still images to the next level. The whole idea of innovation it's only a way of humanity to keep exploring and evolving and exploring new boundaries of different fields.
'Animation is not the art of drawings that move, but rather the art ofmovements that are drawn', noting 'what happens between each frame is more important than what happens on each frame' Solomon 1987Because of this happening at an alarming speed, we can say that now a days it's really easy to find same products or brands that are using as many media as possible to expand their creative range and at the same time to get as much public as possible.
Medium specificity is the view that the media evaluates a work o f art, design, etc using the media in the best way possible and in order for a medium to have characteristic qualities it must be grounded in a tradition that has established these qualities as intrinsic properties.
"An artwork, in order to be successful, needs to adhere to the specific stylistic properties of its own medium" Gotthold Ephraim Lessing 1776