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Trends In Mass Media

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One cannot overemphasize the place of the mass media in contemporary society. Since its beginnings, the mass media has grown exponentially in size and influence, because of constant innovations in technology that supports their operations. Consequently, from the days of newspapers, to radio, to television, and since the 1980s, the Internet, the mass media has undergone several transformations and transmutations which have impacted significantly on its role and place in society (Straubhaar & LaRose, 2002). The most current trend in mass media technology is the internet as well as mobile phones and other related technologies that can be classified as ‘new media’ (Sunday, 2008).
At the time when newspapers were the main method of getting news, …show more content…

The ACMA identifies a key consequence of convergence for consumers as being a substantial increase in ‘the availability of media content online - from broadcasters, news organizations, social media sites, iTunes and YouTube, to name a few of the main media sources - on an increasing array of connected devices and screens. The choice of devices for accessing the internet and 3G and wireless broadband networks is also giving users flexibility in how and where they consume …show more content…

Amobi (2014) identifies several benefits of media convergence. Citing Deuze (2004) and Verweij (2009), she posits that the convergence “offers more opportunities for the public to be more informed and involved in a story, and offer the reporter and the editor more integrated tools to tell the story” (Amobi, 2014:25). She adds that convergence has transformed media organizations from what she termed ‘lone rangers’ into multimedia ‘team players’, ultimately enhancing their output. Convergence promotes interactively, she highlights, and aids to combine to greater effect the “depth of newspaper coverage, the immediacy of television, and the interactivity of the Web”. The internet, mobile phones, emails, chat rooms and so on are examples of new media. In each of their own way, these types of new media have an effect in media relations practice. They enable media relations practitioners to work creatively, efficiently and effectively which would bring about confidence in not only the media but also the public. With the new media, creating, publishing, distributing and consuming media content is democratized. This means that everyone, and anyone, who has the access and means to new media technology can create and control the dissemination of media

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