Media Industry Conditions

The Media industry operates under different mandates and these are divided into three main conditions: regulation, technology and economic factors. Each of these factors shapes how the media develops and keeps developing the advertising world. Technology has a huge part to play in the shaping of advertising, making it a huge way for companies to develop and promote themselves. It helps the consumer to advertise their produce and try to meet the needs of what people want. Regulation is also another factor that shapes advertising in a huge way, with examples such as online profiling showing us what technology can do now to target you and this can make you weary of what else they can do to get your attention without noticing. Throughout this essay

Although some regulations are put in place on the internet to try and protect the public such as the ban on cigarette advertising, some laws have not been ruled out such as Online Profiling. Online profiling, something that not many people think about when surfing the internet, has grown over the past couple of years. This allows companies to observe peoples online behaviour which fundamentally shapes the type of advertisement that should be targeted to the individual. It has shaped advertising into a process that persuades and manipulates individuals to take action into what they see or hear. It helps companies to customize the advertisement content which attempts to influence the individual viewer, based on their insight to their interests. In the Journal of Advertising it states that “media owner and manager have great power to determine the type of advertising they carry” and that “manager holds the power to review each advertising submission and decide if it is proper for the audience of that vehicle” (Journal of Advertising © 1990 Taylor & Francis, Ltd. Volume 19, number 4, Page 18-26). The power that these companies have to be able to choose whether the advertisements should be put in people’s sight makes it frightening to the amount of information they know about you. They have the power to manipulate and show that regulation is not strict enough and is shaping advertising in a negative way. People do not have private lives or secured private information anymore once they have access to the internet, with this in mind, stern regulations should be put in place to secure the internet as a safe environment and shape advertising to be a fair system and a protected