Impact of Digital Revolution on the Media Space - Report Example

Impact of Digital Revolution on the Media Space Introduction Digital technologies have changed the ways in which the world is run today – commercial, intellectual, social and cultural. Our lives are driven by the internet, mobile phones and other connected devices that provide information, news and entertainment. This has affected the way media messages are created, produced, distributed and consumed. There are more platforms for distributing information and the audiences keep on changing as technology changes. In this essay I will discuss the ways in which digital revolution has changed the media space especially broadcasting. In addition the role of digital broadcasting in the creative and cultural industries. I will use an example of podcasting illustrate how digital communication technologies have changed traditional broadcasting. I will also discuss social media and how it has become important with digital revolution. Impact of Digital Revolution on the Media Space Chalaby and Segell (1999) used the Ulrich Beck theory of risk society to show that dynamic nature of the media space with reference to digitization. This theory argues that a risk society is one that switches from what nature can do to it to what it can do to nature. This means that this society begins where nature ends – therefore, it begins where tradition ends. In a simple terms, the risk society theory shows the digital society in which the level of threat, risk and uncertainty is high. For instance, digitization is known to increase competition in the media space which increases the level on uncertainty. With competition and a constant challenge of being dependent on other technologies, the traditional broadcasting continue to face changes through digital revolution. One of the trend that is shaping the media space is making content available on all platforms. This is because people are using different channels to access information and reaching them means making content available on all channels. A challenge that has been observed in this area is the pressure on the cost of content production and dissemination. The cost of producing content has reduced because media practitioners are able to gather information using the internet. Distribution of content has also become easier because it can be distributed through various platforms. Initially most of the content produced by traditional media was news and information, but with the digital revolution, entertainment seem to be more emphasised. Smartphones have become one of the important channel of delivering digital journalism and thus producing content that is compatible with mobile phones is important. The trend of producing visual sharable formats has taken over the industry. Most news organizations have been offering video and audio streaming of news on company websites and YouTube. In addition, podcasts and videologs has become common. One of the opportunities that the different channels give is the opportunity to create value. This is especially because social media gives the platform for feedback and it is possible to tell the kind of content that motivates the audience. New trends have emerged in media production and distribution. First, in content creation, there is crowdsourcing where users generate, publish and co-create media messages. Second, in consumption, uses choose which content is to be consumed through commenting, recommending through social networks and blogs. Finally, users are involved in financing and promotion where they are involved in crowd sourcing and promoting content (Canada Media Fund 2013). Traditional audiences have changed to be more participative and independent (Cordeiro 2012). People want to have a say about what they watch on TV or listen in the radio. They also want to participate in creating the content and disseminating it. Radio today is convergent, multi—platforms and multi-media. According to Cordeiro (2012), radio (and audio broadcasting) is now non-linear, on-demand, textual, discontinuous, searchable, reproducible, repeatable, participatory and more interactive. Multimedia platforms have removed the boundaries that existed in the media where for instance when producing and publishing a podcast on WordPress one has to use audio, pictures, texts and offer a place for feedback. While traditional media was more linear, there are great complexities that come with digital media. As Chalaby and Segell (1999) note, the new digital technology merges three distinct industries (broadcasting, computing and telecommunications). The technologies become interrelated and interdependent posing even further complexities in terms of production and regulation. For instance, in podcasting the messages are produced using broadcasting equipment and technique, published using computing technology and disseminated using telecommunication equipment. Should there be competition between the technologies, the media landscape will further be complicated. Regulatory frameworks will overlap at some point. Regulation in the media, ICT and telecommunication might overlap unless the industries work together regulation. In his interesting article “when atoms meet bits: social media, the mobile web and augmented revolution”, Jurgenson (2012) argues that technology has played the part of linking the on and off line. He argues that the physical and the digital entangle to form an augmented reality. Technology links the power of the physical, which is, occupying geographic areas in flesh and blood, with the power of the digital – creating and distributing networked information. ‘Augmented reality’ means that what we do online affects the way we experience life in reality. Jurgenson shows that In Gauntlett’s words “media studies today consists of a diminished blob of the old themes but with new peaks of exciting and activity on either side” (Gauntlett 2014, Online). On the negative side, he says that there is a lot of data surveillance, exploitation and computerized capitalism. This is because online content creation and distribution does not have much gatekeeping. Most of the times, the negative impact of digital media tends to get more attention as if the disadvantages are competing with the advantages (Gauntlett, 2014). However, it is important to look at the advantages and the many possibilities of creativity, innovation and change the digital media offers. Gauntlett offers the analogy of trees to compare the good and the bad of digital media. He says that even though wood may be used to make weapons that injure or hurt people, no one can argue that trees are bad. Though digitalization comes with challenges, it is important to utilize its many opportunities for positive change. Gauntlett (2014) offers a challenged to make creative and provocative interventions that will impact people and motivate them for change. Developing critical insights through participation and embracing creativity, it is possible to offer solutions rather than describing problems. Through participation, one can find out the king of impact he is making on people’s lives. Podcasts This is one medium that can really illustrate what digital broadcasting has done to the media space. It can also show how you can make creative and provocative content to enrich other people artistically and culturally. Amongst the top trends in media space is convergence of different mediums – which the podcasts uses. A post cast is described as a program, either music or talk, made available in digital format for automatic download over the internet. According to Deal (2007) podcasting involves publishing of audio and video content using the web which comes as a series that have a common theme. Subscribers use a file called the feed to subscribe and download new episodes automatically. Three major things are involved in the making and disseminating of podcasts; production, publication and delivery and playback. A distributor server maintains the audio or video feeds as a web feed. The viewers or listeners employ special application software called podcatcher which enables them to access the web feed, check for updates and download new files in the series. This is a convergence of radio, web, ICT and social media. As Richard Berry notes, podcasting is both a converged medium bringing together audio, web and portable media player. However, he also says that this is a disruptive technology that have caused those in the radio business to reconsider established practices and preconceptions about production, consumption, audiences and distribution. Disruption in this case comes in because the consumers want to have a say about what they watch or listen to. Taking a look at the process of making a podcast, it is evident that this is one medium that shows how digital revolution has changed the traditional broadcasting space. First, there is the process of producing the audio (which involved researching, recording and editing) using digital broadcasting and editing equipment. Secondly, there is the creation of a website. This will involve using information communication technology. With creating of online space, it is important to ensure that it is interactive and the content can be accessed through mobile phones. This is because social media is the most important way of dissemination. The website employs the use of multi-media like photos, text, video, audio etc. Here, the broadcast, ICT and telecommunication has been used. While traditional media was more vertical with a lot of gatekeeping, new digital media has eroded those lines. This can be clearly seen in podcasting where no one person own technology and it is free to listen and create content – there is no gatekeeping. In addition, podcasting is a horizontal medium where producers are consumers and consumes are producers and they engage in conversations with each other (Gauntlett 2014). Social media Consumption of media content has changed because of the technological advances. Traditional broadcasting was consumed by masses but viewers in digital era want to share their experiences thus they get to social media to discuss and engage on issues on television or radio. This has changed the way news and other content on traditional broadcasting is produced and disseminated. Kietzman et al. (2011) identify seven functional building blocks for social media; relationships, identity, conversations, presence, sharing, reputation and groups. Traditional media houses with established reputation still have to establish online reputation where they keep people engaged by updating content that will bring audience participation. Content is produced and presented in ways that create conversations and make people create relationships from sharing and discussions. Messaging application like WhatsApp have become the new trend in social media. They are becoming the new online and take on the most time spent online. This means the content produced should be in formats that are compatible with such software. There are different ways that content development will change. First, since people have different channels of consuming media, it is important to make content as discoverable as possible. Second, after viewers have selected the preferred channel, they need to be provided with an opportunity in order to share their experiences. Finally, for you to maintain audiences, it is important to engage with the audience in the content you develop. This gives the challenge of having social media managers and strategists in order to improve social interactions and maintain audiences. Future of the media space One of the question that keep popping up in the media space is where the future of radio is. There are a lot of many technological channels for delivery of digital audio and radio is one of the channels that have been most affected by the digital revolution. One of the changes that will continue shaping this medium is mobile use in delivery of digital radio (Maheswara & Naik 2013). Internet audio in the beginning was not mobile, however with new technology and software it is becoming more and more mobile. Ala-Fossi (2008) say that digitization of radio has challenged so many traditions of radio. They argue that current proliferation of audio media on many channels and the many options of delivery of radio are confusing and disruptive when viewed from the perspective of traditional radio. In a study conducted by Ala-Fossi and others in 2008, media experts in the UK thought that there will be little effects of the developments of digital radio especially in terms of regulation. The regulation in the UK is described as an economic incentive especially in commercial broadcasting. Regulation continue to create uncertainty in the media space because of the current definitions in the regulation, how they are applied and whether they will continue fitting the rapidly changing environment. The actors in the media industry now have the challenge of having a greater understanding of how to use technology in developing and distributing content. This means that every time, those involved should upgrade their skills. It is also important for those involved in the process of creating media messages (from developing, programming, promoting and handling customer care) to work more collaboratively. On the positive side, the use of many channels to disseminate media productions reduces audience fragmentation where people prefer some channels as opposed to others. This reduces competition and it ensures that audiences are maintained. Conclusion It is clear that traditional and digital broadcasting will continue to change as technology changes. It is a situation of ‘do or die’ – one has to keep with the changes to ensure survival. One of the things that the online digital media has afforded everyone is the opportunity to everyday people to produce and share materials that inspire others. It has given people the opportunity to do things; not just talk about people and the things they have done. This means it is about creativity and critical engagement. With the kind of different options that digital media offers it is important to change from describing to making which means creating solutions instead of describing problems. It should be about making creative and provocative content that influence people and motivate them for change (Gauntlett, 2014). With social media, it is easy to get feedback and engage with audiences and know the kind of impact you are making. It is therefore important to have the necessary knowledge to keep relevant in the digital age. References Ala-Fossi, M, Lax, S, O’Neil, Juaert, P, Shaw, H 2008, ‘The future of radio is still digital – but which one? Expert perspectives and future scenarios for radio media in 2015, Journal of Radio and Audio Media, vol. 15, no. 1, pp. 4-25. Canada Media Fund 2013, ‘Are we ready for generation screen?’ Retrieved April 26, 2015. http://www.cmf-fmc.ca/uploads/reports/31-cmf-generations-en.pdf Chalaby, JK & Segell, G 1999, ‘The broadcasting media in the age of risk: the advent of digital television’, New Media and Society, vol. 1, no. 3, pp. 351-368. Deal, A 2007, ‘a teaching with technology white paper podcasting’, Retrieved 26 April 2015. https://www.cmu.edu/teaching/technology/whitepapers/Podcasting_Jun07.pdf Gauntlett, D 2014, ‘making media studies: extract from new book’ http://davidgauntlett.com/making-media-studies/extract-from-new-book/ Jurgenson, N 2012, ‘When atoms meet bits: social media, the mobile web and augmented revolution’, Future Internet, no. 4, pp. 83-91. Kietzmann, JH, Hermkens, K, McCarthy, IP & Silvestre, BS 2011, ‘Social media? Get serious! Understanding the functional building blocks of social media’, Business Horizons, vol. 53, no. 3, pp. 241-251. Maheswara, PV & Naik, KB 2013, ‘Digital radio technologies for better mobile services’, Global Journal of Computer Science and Technology, vol. 13, no. 8, pp. 1-6. Read More

y, users are involved in financing and promotion where they are involved in crowd sourcing and promoting content (Canada Media Fund 2013). Traditional audiences have changed to be more participative and independent (Cordeiro 2012). People want to have a say about what they watch on TV or listen in the radio. They also want to participate in creating the content and disseminating it. Radio today is convergent, multi—platforms and multi-media. According to Cordeiro (2012), radio (and audio broadcasting) is now non-linear, on-demand, textual, discontinuous, searchable, reproducible, repeatable, participatory and more interactive.

Multimedia platforms have removed the boundaries that existed in the media where for instance when producing and publishing a podcast on WordPress one has to use audio, pictures, texts and offer a place for feedback. While traditional media was more linear, there are great complexities that come with digital media. As Chalaby and Segell (1999) note, the new digital technology merges three distinct industries (broadcasting, computing and telecommunications). The technologies become interrelated and interdependent posing even further complexities in terms of production and regulation.

For instance, in podcasting the messages are produced using broadcasting equipment and technique, published using computing technology and disseminated using telecommunication equipment. Should there be competition between the technologies, the media landscape will further be complicated. Regulatory frameworks will overlap at some point. Regulation in the media, ICT and telecommunication might overlap unless the industries work together regulation. In his interesting article “when atoms meet bits: social media, the mobile web and augmented revolution”, Jurgenson (2012) argues that technology has played the part of linking the on and off line.

He argues that the physical and the digital entangle to form an augmented reality. Technology links the power of the physical, which is, occupying geographic areas in flesh and blood, with the power of the digital – creating and distributing networked information. ‘Augmented reality’ means that what we do online affects the way we experience life in reality. Jurgenson shows that In Gauntlett’s words “media studies today consists of a diminished blob of the old themes but with new peaks of exciting and activity on either side” (Gauntlett 2014, Online).

On the negative side, he says that there is a lot of data surveillance, exploitation and computerized capitalism. This is because online content creation and distribution does not have much gatekeeping. Most of the times, the negative impact of digital media tends to get more attention as if the disadvantages are competing with the advantages (Gauntlett, 2014). However, it is important to look at the advantages and the many possibilities of creativity, innovation and change the digital media offers.

Gauntlett offers the analogy of trees to compare the good and the bad of digital media. He says that even though wood may be used to make weapons that injure or hurt people, no one can argue that trees are bad. Though digitalization comes with challenges, it is important to utilize its many opportunities for positive change. Gauntlett (2014) offers a challenged to make creative and provocative interventions that will impact people and motivate them for change. Developing critical insights through participation and embracing creativity, it is possible to offer solutions rather than describing problems.

Through participation, one can find out the king of impact he is making on people’s lives. Podcasts This is one medium that can really illustrate what digital broadcasting has done to the media space. It can also show how you can make creative and provocative content to enrich other people artistically and culturally. Amongst the top trends in media space is convergence of different mediums – which the podcasts uses. A post cast is described as a program, either music or talk, made available in digital format for automatic download over the internet.

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