Mass Media In 21st Century
Mass Media In 21st Century
Current developments in social media are a fourth media revolution.
Journalism is being forced to change from what a number of industry leaders and critics including Rupert Murdoch have described as top-down “gospel”, “sermon” and “lecture” by social elites to facilitating conversations in society, allowing citizens to have a say, and opening up to a more diverse range of views. At a practical level, newspapers and other mass media are unlikely to break news in future – this is more likely to occur on 24/7 internet sites, but he says newspapers, magazines and some broadcast formats such as quality current affairs programs have a future in providing analysis and in-depth commentary that is missing in the world of instant short-form internet communication.
Advertising is not only going online, but has to change substantially in terms of its approach and content. Resistance to interruptive mass advertising is growing and, as media users gain access to advertising-free media and ad-blocking technologies, advertising is being forced to be more interactive and more targeted. Instead of being aggressively ‘pushed’ on to people, advertising will increasingly be integrated into games and other entertainment formats, and involve interactivity. Also, the coming evolution of Web 3.0 will capture more information than ever about media users and will, in future, enable ‘recommendation engines’ to target citizens with advertising that is relevant to them;
Faced with a major decline in advertising, media organisations will have to find new business models – and this is an urgent priority facing media companies.
Political and government communication can no longer be conducted using pre-packaged mass media campaigns, but needs to engage people. Research shows that citizens have been disengaging from politics over the past few decades with falling political party membership and falling voter turnouts in many countries. “The 2008 Obama presidential
Current developments in social media are a fourth media revolution.
Journalism is being forced to change from what a number of industry leaders and critics including Rupert Murdoch have described as top-down “gospel”, “sermon” and “lecture” by social elites to facilitating conversations in society, allowing citizens to have a say, and opening up to a more diverse range of views. At a practical level, newspapers and other mass media are unlikely to break news in future – this is more likely to occur on 24/7 internet sites, but he says newspapers, magazines and some broadcast formats such as quality current affairs programs have a future in providing analysis and in-depth commentary that is missing in the world of instant short-form internet communication.
Advertising is not only going online, but has to change substantially in terms of its approach and content. Resistance to interruptive mass advertising is growing and, as media users gain access to advertising-free media and ad-blocking technologies, advertising is being forced to be more interactive and more targeted. Instead of being aggressively ‘pushed’ on to people, advertising will increasingly be integrated into games and other entertainment formats, and involve interactivity. Also, the coming evolution of Web 3.0 will capture more information than ever about media users and will, in future, enable ‘recommendation engines’ to target citizens with advertising that is relevant to them;
Faced with a major decline in advertising, media organisations will have to find new business models – and this is an urgent priority facing media companies.
Political and government communication can no longer be conducted using pre-packaged mass media campaigns, but needs to engage people. Research shows that citizens have been disengaging from politics over the past few decades with falling political party membership and falling voter turnouts in many countries. “The 2008 Obama presidential