Journalism and the Internet
Journalism and the Internet
The development of new technologies and mass media influenced dramatically modern culture. In actuality, people spend a considerable part of their life while watching television and surfing Internet. At the same time, today, mass media become more and more diverse offering the audience different products in order to attract a possibly larger amount of viewers. In such a situation, many companies operating in entertainment industry and television attempt to conduct marketing researches and develop effective marketing strategies to introduce their products to the mass audience. For this purpose, they use a variety of tools, such as questionnaires, audience measurements, ratings, face-to-face interviews and others. All these tools aim at the research of needs and interests of the audience, which help companies operating in this industry to develop products which can gain success in the mass audience. However, it is important to remember about a considerable impact of television on the audience and the transformation of the audience from ordinary viewers into customers can have some negative effects since television can influence the public opinion and shape an individual identity. In actuality, the development of the modern mass media is characterized by a consistent shift toward the development of electronic media and Internet plays a particularly important role in this regard. Internet becomes a new medium where journalists can realize their full potential because Internet actually combines characteristics of both print and visual media. At the same time, Internet can reach the huge audience other media cannot always reach. The potential of Internet is enormous but, at the same time, Internet changes traditional journalism making it more mobile and mass audience-oriented. In such a way, today, Internet can become the mainstream medium, which is particularly prospective for the development of the modern journalism.
On analyzing the
The development of new technologies and mass media influenced dramatically modern culture. In actuality, people spend a considerable part of their life while watching television and surfing Internet. At the same time, today, mass media become more and more diverse offering the audience different products in order to attract a possibly larger amount of viewers. In such a situation, many companies operating in entertainment industry and television attempt to conduct marketing researches and develop effective marketing strategies to introduce their products to the mass audience. For this purpose, they use a variety of tools, such as questionnaires, audience measurements, ratings, face-to-face interviews and others. All these tools aim at the research of needs and interests of the audience, which help companies operating in this industry to develop products which can gain success in the mass audience. However, it is important to remember about a considerable impact of television on the audience and the transformation of the audience from ordinary viewers into customers can have some negative effects since television can influence the public opinion and shape an individual identity. In actuality, the development of the modern mass media is characterized by a consistent shift toward the development of electronic media and Internet plays a particularly important role in this regard. Internet becomes a new medium where journalists can realize their full potential because Internet actually combines characteristics of both print and visual media. At the same time, Internet can reach the huge audience other media cannot always reach. The potential of Internet is enormous but, at the same time, Internet changes traditional journalism making it more mobile and mass audience-oriented. In such a way, today, Internet can become the mainstream medium, which is particularly prospective for the development of the modern journalism.
On analyzing the
Cited: Bagdikian, Ben H. The Media Monopoly, Sixth Edition, Beacon Press, 2000. Chomsky, Naom. “What Makes Mainstream Media Mainstream”, Z Magazine, June, 1997. Klein, Sage N. Advertising and Popular Culture, London: Routeledge, 2000. Robbins, Richard. Global Problems and the Culture of Capitalism, Allyn and Bacon, 1999