7 emerging trends in media
As media continues to evolve, audiences are becoming more segmented and selective in their media consumption, choosing from a growing number of specialized sources. However, the potential still exists for media to reach mass audiences. Convergence refers to the combining of multiple media functions into single devices. Audiences now have more control over what media they consume and when due to technologies like DVRs and on-demand services. Multi-platform distribution allows content to be delivered through various methods and devices. User-generated content shared online further engages audiences and reflects the collaborative nature of Web 2.0. The growing use of mobile devices makes media increasingly portable. Social media facilitates online participation and conversation among large networked audiences.
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7 emerging trends in media
- 1. *As media continue to evolve, several trends have become apparent 1
- 2. *Media audiences: less mass, more selective. *Audience fractionalization or segmentation *Reduced audience for any single media vehicle *Definition of mass communication still applies; audiences still large, organizations still complex. *Specialization is evident, but potential to reach mass audience still exists. 2
- 3. *Convergence means coming together or uniting in common theme or focus. *Corporate Convergence: Companies acquire assets extending range of activities. *Operational Convergence: Owners of several media properties combine operations. *Device Convergence: One mechanism contains functions of two or more devices e.g. the iPhone . 3
- 4. • Audience members can control what they see and hear, and when. • Technological advances (VCR, DVR, VOD) give more power to consumers. • More sources of information, including blogs • More flexibility in consuming products (download single track vs. buy full album) • Create own classifieds/ ads -Craigslist 4
- 5. * A strategy making content available via a number of different delivery methods to a number of different receiving devices. * * Example: Music videos started on cable/satellite networks, went to websites, to iPods, to cell phones. Television content, newspaper content, magazine content, all are repackaged for multiple devices. 5
- 6. * User-generated content (peer production): people share and collaborate on content. * YouTube, MySpace, Flickr, Wikipedia * Reflects Web 2.0 * Web 2.0 = communities, people, uploading * Web 1.0 = companies, pages, downloading 6
- 7. *Small screen devices allow media to become increasingly mobile *iPads & tablets *Cell phones *Laptop computers *iPods *Significant milestone in development of communication 7
- 8. * Online communications that use special techniques that involve participation, conversation, sharing, collaboration, and linkage. * At the start of 2011, Facebook had more than 500 million users; that would rank the Website third largest in the world if it were a country. * Businesses & politicians are turning to social media to market their products. 8