You-Media

Mass media was always a passive experience for the general population.  They would pick something from a small lot of choices – a TV program, radio station, or newspaper or magazine – and they would take what was given to them.  Social Media has changed that whole paradigm.  With the rapid advancements in technology, the consumption of mass media has changed drastically from the days of traditional sources of content.  People expect to have more choices and they expect to be able to actively choose what content they wish to experience.  On Demand has become a mainstay for television shows and movies in which people hold total control over what they will watch.  The same on-demand aspect has also reformed the landscape of news, music, and many other sources of content.

In an article titled The Social Media Revolution: Exploringthe Impact on Journalism and News Media Organizations, Ruth A. Harper explores the way social media has changed our engagement with mass media content.  “Simply making information available is not enough for today’s public.  Today’s audiences expect to be able to choose what they read, and most believe they should be able to contribute content and opinions, too” (Harper, 2010).  And mainstream outlets have taken this and run with it.  Programs now extensively feature content from Twitter from celebrities and also everyday users to develop engagement with their audience.  Frequently, sources will incorporate social media into their content to provide an interactive element which wasn’t around before.  People now expect to be involved in an experience with the content they consume and it is quickly becoming something that sources need to keep up with to maintain a strong audience.

The following video shows how Twitter has integrated with other forms of media.

Harper, R. (2010). The Social Media Revolution: Exploring the Impact on Journalism and News Media Organizations. Inquiries. Retrieved from http://www.inquiriesjournal.com/articles/202/the-social-media-revolution-exploring-the-impact-on-journalism-and-news-media-organizations

[Twitter]. (2011, November 16). Best of Twitter TV. [Video File]. Retrieved from https://www.youtube.com/watch?v=1cfzSYYj8qk

Social News

People in the United States get their news from different places than they had in the past.  Technology has made it easier for people to find their news online in the form of text, video, or audio.  Online news has also been legitimized as many of the mainstream news sources have large presences on the internet as well as a number of reputable independent sources.  News online is diversified and people can get the scoop from a number of different sources immediately, giving them access to a wide range of viewpoints and constantly updating information.

A Pew Research analysis of news use across social media showed that, “A majority of U.S. adults – 62% -- get news on social media, and 18% do so often, according to a new survey by Pew Research Center, conducted in association with the John S. and James L. Knight Foundation.  In 2012, based on a slightly different question, 49% of U.S. adults reported seeing news on social media” (Gottfried & Shearer, 2016).  This shows that the trend is growing and more and more people are turning to non-traditional sources for finding their news.  There is also a trend in younger people turning to online sources in greater numbers compared with older people.  This trend will continue as more people are connected to these sources and are able to share content through social media.  As more and more people flock to the internet to get their news, the content creators will have more incentive to produce compelling and informative work.  People expect the news online to be just as credible as the news they can find through traditional sources and they expect up to the minute changes and the ability to find multiple accounts of the same story from a number of different sources.

Gottfried, J. & Shearer, E. (2016, May 26). News Use Across Social Media Platforms 2016. Pew Research Center. Retrieved from http://www.journalism.org/2016/05/26/news-use-across-social-media-platforms-2016/

Cameras Everywhere

There is no doubt the popularity of smartphones and universal cameras on those phones has had an effect on the way the media cover and portray stories which include video captured by someone on their phone.  Countless incidents involving police officer shootings have included video evidence to accompany witness accounts and any other traditional ways of gathering information for news reports.  Having the ability to get video evidence has changed the way people connect to news stories with more intimacy than previously.  Seeing events as they unfold, especially unexpected events, can give clarity to a situation and provides another piece of concrete evidence that should help the public learn the truth about a given situation.

An article from The Hill looked at this very phenomenon as it relates to an incident involving Hillary Clinton attending a 9/11 ceremony.  “Hillary Clinton wasn’t feeling well to the point she had to make an early exit.  Her handlers obviously knew what such an exit would do: Feed the narrative – irresponsibly called conspiracy theory at that point by too many posing as objective journalists – that there really was something more than allergies surrounding the Democratic presidential nominee’s health” (Concha, 2016).  The article goes on to describe the attempt to cover up the incident by Clinton’s team and the subsequent video which was captured showing her having trouble walking and getting in a vehicle.  A story which may have been lost to history had it taken place twenty years ago became a major story which news outlets were forced to talk about given the pervasiveness of the video online.

Having people everywhere with the ability to record a video in seconds has forever changed how we think about the public square in our society.  It has given weight to stories which may not have had any and it allows evidence to support stories and also discredit them.  Truth is still not gleamed from a video which may have captured only some of the events and though we have more relevant content to inform our point of view, having video evidence can give false confidence to an incorrect narrative.

Concha, J. (2016). How a smartphone camera changed the discussion on Clinton's health. The Hill.  Retrieved from http://thehill.com/blogs/pundits-blog/media/295607-how-a-smartphone-camera-changed-the-discussion-on-clintons-health

[Zdenek Gazda]. (2016, September 11). Hillary Clinton 9/11 NYC. [Video File]. Retrieved from https://www.youtube.com/watch?v=9zYthqiLs_I

Radio in the Digital Age

The one medium which has seen a drastic alteration with the changing technology but may be poised to make a strong comeback is radio and audio content.  “The introduction of alternative mobile listening options over the past 15 years has questioned and shifted the meaning of ‘radio’ and ‘radio broadcasting’” (Pluskota, 2015, p. 326).  In the paper titled, The Perfect Technology: Radio and Mobility, Jonathan Pluskota highlights two changes the industry needs to make.  Those changes are, “understand the competition and changing consumer soundscape and break away from the traditional practices and requirements of broadcast radio, perhaps looking for new technologies or approaches that can help the industry redefine itself” (Pluskota, 2015, p. 327).

Radio is potentially an industry that could remain successful and viable into the future if they can change with the times.  As the market of smartphone users continues to rise, the content that can easily travel with people and be consumed in many different ways is audio content.  People can listen to content in their cars, while they are working out, while they are riding their bike, and many other places which would not support the consumption of other media.  Audio provides a unique experience which doesn’t directly compete with video and print in all instances.  Alternative radio and ways of marketing content now become extremely important.  There are listeners, but they might not just tune to the best sounding radio signal to find content.  As the market for radio content continues to be resilient, there is also much more competition from smaller outlets and independent outlets which make reaching listeners a vital part of the process.  All these changes require a shift in mindset from those in the industry and new ways of reaching an audience.  It requires radio professionals to learn new ways of branding and looking at their work.

This BBC Video examines the future of radio:

Pluskota, J. P. (2015, November). The Perfect Technology: Radio and Mobility. Journal Of Radio & Audio Media, 22(2), 325-336. doi:10.1080/19376529.2015.1083378

[Rob Charles]. (2014, February 6). THE FUTURE OF RADIO around the world. [Video File]. https://www.youtube.com/watch?v=bSslyoLasNQ

Search Engine Optimization

As technology continues to develop, the internet plays more and more of a role in every aspect of our lives.  Content being communicated online should be useful, unique, and professionally presented, but having strong content doesn’t ensure it will find readers once it is published.  Search Engine Optimization is the process of using keywords and titles to ensure the content places high when people use search engines.

Search Engine Optimization has come from something that was important, to something that is vital to content creators and businesses trying to brand themselves.   In an article titled, SEO Basics: 8 Essentials When Optimizing Your Site, Director of SEO for Chicago Tribune/435 Digital, Carolyn Shelby is quoted saying, “skipping the basics and spending all your time and money on social and ‘fancy stuff’ is the same as skipping brushing your teeth and showering, but buying white strips and wearing expensive cologne” (Edwards, 2013).  Communications Professionals should prioritize their knowledge of SEO and this is becoming a skill set that is necessary for content creators.  Getting more views to your media is the end goal and SEO is something that can reap vast rewards with little actual investment.

[Bluehost]. (2012, January 31). What is SEO and how does it work? [Video File]. https://www.youtube.com/watch?v=tqg3F-8jBec

Edwards, V. (2013, December 31). Search Engine Watch SEO Basics 8 Essentials When Optimizing Your Site Comments. Retrieved November 20, 2016, from https://searchenginewatch.com/sew/how-to/2259693/seo-basics-8-essentials-when-optimizing-your-site

Integrated Marketing Communications

To the marketer, technology has made things easier, but has also raised expectations and made their job more complex at times. In the article titled, Impact of Technology on Marketing, the benefits of greater connectivity is discussed. People are able to keep in contact with clients, co-workers, and business partners (Impact of Technology on Marketing, n.d.).

The other drastic change this has had is making the job of the marketer more complex and expectations can be loftier. With the multitude of media choices for a marketing campaign, professionals are often left with the task of creating a campaign which is cohesive, but also spans many different media. “Integrated marketing communications (IMC) provide an approach designed to deliver one consistent message to buyers through an organization’s promotions that may span all different types of media – such as TV, radio, magazines, the Internet, mobile phones, and social media” (Impact of Technology on Marketing, n.d.). This means marketers need a more versatile skill set and need to be able to work with many different media and tell stories many different ways. There must also be more planning and better cohesion within a team. To bring a unified message across many platforms, each component of the brand must complement and fit with the rest of the story being told.

 This video further explains Integrated Marketing:

Impact of Technology on Marketing. (n.d.). Retrieved from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/the-marketing-environment-3/technology-32/impact-of-technology-on-marketing-170-7298/

[Tribus]. (2013, May 2013). What is Integrated Marketing? [Video File].  Retrieved from https://www.youtube.com/watch?v=k6WF0O1Mnvk