Evolution of News Programs - Term Paper Example

 «Evolution of News Programs» Introduction The integration of newsworthy material through TV, Internet, technology and other print media is one of the top demands for most individuals. Receiving daily news is a demand that most households continue to use, all which helps to define the concepts that are occurring in society. A continuous debate is with the rise of how the work is produced as well as where the attention belongs. The audience and the producers are both equally responsible for the meaning that is created in the news as well as how it affects different aspects of information that are conveyed to the audience. The need to have specific types of communication and knowledge available, as well as the continuous rise in understanding of specific concepts are some of the ways that both producers and the audience create a specific level of communication through the news. The concept of news first began specifically with the idea of transporting information to different regions while providing insight into important trends or changes occurring in society. The type of news that was created followed specific rules by producers to ensure that the correct type of information was presented. The basis of this was to present only facts and to keep a neutral position. The opinionated concepts were kept as a separate concept within the news and provided a specific segment which different types of individuals could relate to. The consumers then responded to the news through either hard or soft news. The hard news was based on the current updates and trends of what were occurring. Breaking events, such as wars, celebrations, political changes and other concepts were kept as the center for the hard news. Soft news included stories that were not based on the concept of time, but instead highlighted an aspect of the community or nation while gaining a different perspective on what was occurring (Hamliton, 2, 2004). As the framing of the news continued, different demands and expectations also began to emerge within society. The expectations with the news led the producers into a different direction, specifically because of the changing nature of society and culture. The most specific aspect of this was the turn toward globalization and the way in which most expected the news to be presented. The hard news then was divided into the categories of global, national, organizational and professional. The changes that were required included the need to have diverse types of news for domestic affairs and to create a specific level of communication for the global news that could be understood. The result was a transformation into the current trends in news, which consists of meeting the demands of consumers in the market while presenting different levels of information for those that are interested in news items (Clausen, 25, 2004). The changes made for the news has led to the concept of news consumption that needs to be met by producers. Most producers involved in the media are no longer only responsible for creating one level of communication with the news, but instead are responsible for news consumption through several alternative products. The rise of technology has made producers aware of the need to have communication available through the Internet, print media and other sources of technology to reach different consumers. There are many that are abandoning the traditional concepts of news sources while moving into other areas of news that are not as high of a cost. However, the need to gather viewers becomes the main point of communication, as opposed to the higher cost and more traditional programs. Communicating the several types of interests and finding new and innovative ways to make a point are now the primary considerations of most producers (Ahlers, 17 2006). The concept of producer communication is leading to several new innovations as well as questions of where the responsibility lies when looking into different aspects of communicating messages. The several segments of news that are expected as well as the different platforms that are used all demand different levels of communication to be used. The several changes have led producers to finding new and alternative ways to present news not only from one point, but instead through several perspectives. The concept of incorporating different types of content has led into the ideology of the new media, which is designed to present information in an evolved manner, which combines creativity and innovation through the multiple platforms that are being created (Ursu, 9, 2008). The presentation of information that news producers have is combined with the specific responsibilities that are combined within the media realm. Producers are still responsible for having a neutral tone and for carrying specific types of news to those who are interested in the media outlet, unless the producer specifies that it will alter. More important, producers are still responsible for issues such as privacy, public policy and providing consumers with specific types of information. Moving outside of these regulations becomes problematic with producers if it is not transformed correctly, which creates specific guidelines for producers. This creates a set of trends that are defined by the producers when moving into different innovative outlets for specific responses (Evans, 37, 2009). Another sense of responsibility that is associated with producers through the different outlets created is based on the type of news which needs to be conveyed to the public as well as what associations are created through this. Many producers are using strategies to define ways of communicating to the public in an effective manner. Public topics are able to reach the media in a specific manner while the producers carry a specific responsibility for conveying the aspects of what is occurring in a different manner. The strategy which is incorporated most is one which follows a strict regimen, based on conveying the news to consumers so it is communicated correctly while following policies of privacy. The communication, from this angle, relies solely on the way that producers look at conveying a message as well as the responsibility which they carry as news producers that are required to communicate to the public (Fanxu, 6, 2006). Demand of the Public in Media Even though producers have a specific level of responsibility in communicating messages in a specific manner, the public is also able to convey a sense of demand with the news which is given. Consumer demand is weighed in equally to the producer concepts that are a part of the news. The public is now equally responsible for what is conveyed in the media as well as what is expected when relaying a specific message to the public. The changing platform of media is based on how individuals respond to a specific subject. The emergence of the Internet is one that is driving this, as user created content is now a specific part of the demands for public media. Producers can take the comments, questions and dialogue that is a part of the news and use it as a basis for the continuing demands with the news and what is available in the media. The result is the ability to create a specific response while gaining recognition through alternative platforms that are directly associated with demands that are a part of the media (Flew, 7, 2010). Another concept which shows that the administering of the news is based on the public demands as well as the producers is through the shaping of news programs. The traditional methods included global structures as well as domestic aspects that are associated with this. However, when looking at more current news trends, there is a basis on media systems which are more applicable to consumer desire. Recent studies (Curran et al, 5, 2009), have shown that there are strong movements in the media toward changing the structure based on demand. New systems and models are being incorporated to change the structure of traditional news so it can reach the market even more. The public service model, for instance, is based on providing public relations and communication to viewers so there is an understanding of the news. The market model contrasts to this as it is based on the demands of the community while giving viewers topics that they are most interested in. It is known that the public service model offers more newsworthy information and consumption with a balance in the neutrality of stories. However, the market model continuously changes based on the demands that are a part of each organization. In both models, the amount of information and the systems used are developed specifically by the public knowledge and responses of what is in demand as well as what media finds worthy for them to know (Curran et al, 5, 2009). The basis for the public demand and how this creates specific models is furthered by network communications. The public is not only demanding specific types of information to be available, but also expects specific types of communication. If news is presented to the point where it is not understood, then it creates a loss in viewers and the news doesn’t provide the amount of information to viewers that it should. More important, a different area may be able to pick up the demand because of the communication that is used and the network that is created. The public then becomes responsible not only for the stories which are used, but also creates a relationship toward what is communicated and how it is presented to the public. Many look at this aspect as a dumbing down of the news, where it caters to those who don’t understand what is occurring and the media that is surrounding it. However, others are interested in the impact that the communication conveys and which is demanded by the public. From this perspective, the concept of offering a specific type of news comes from the demands and knowledge levels of those that are in society and what is expected in terms of relationships for communication (Jingtai, 9, 2007). Marketing and the Media The concept of public driven news and the responsibility of producers relates to the different aspects of marketing and how this is used for different individuals. The news worthy information is driven further not only by public demand, but also what is expected in terms of building a market. The competition of the news and the expectations to continue providing information is based on how individuals respond. If this is positive, then a news program can continue to grow. However, if there are problems within the media, then the market will begin to falter and the news won’t be available through a specific station. From this perspective, the news becomes a business that is based on how individuals respond and what the ideologies and expectations are for a news program. The consumer then becomes responsible for the success or failure of a news program, which the producers are responsible for meeting to continue running a news show. The first aspect that is a part of the marketing and the media is related to the concept of the business model and how this relates directly to the operation of a specific news company. The alteration that occurs with these business models is based specifically on the amount of competition that is in the market as well as what the changing revenue, prospects and ratings are. The advertising that is a part of the competition becomes a driving force with most producers. Since the competition is based strictly on how consumers respond in the market, there are different constraints and alterations with the content to change the way in which the news is presented so it can increase against the competition. As this continues, the competition is required to use innovative measures to meet the public demands and to stay higher with ratings, which specifically brings in more revenue to the company (Kind, 1112, 2009). Another concept that is now being used is based on how to reach specific target markets. The diversity of news that is now available as well as the diversity in presentation has led most producers to the specific focus of remaining innovative within the target market. Specifically, there is a focus on leveraging new and potential target markets that may be interested in the news. The more that readers and listeners are a part of the news station, the better it is for the company while allowing them to reach a specific expansion of the company. In this way, the news relates more to a corporation that is marketing to the public by using news worthy information. It is expected that the future of news will be based specifically on the attractiveness it carries to the market as well as how audiences can be identified. More important, the responses from the audience with specific messages to the right people are expected to enhance the news programs more. The development of news into a richer aspect of a corporation that reaches the public is allowing the public to demand what types of information is provided for viewing (Scott, 7, 2007). To further the prospects with media and reaching individuals is also the concept of finding ways to reach the mass public. The media of mass communication is now being used as a main theory for those that work within news. The mass communication includes key terms and presentations that are required by producers to ensure that there is the ability to reach the audience. The media is linked to different dimensions of how to reach the audience as well as what is expected by consumers so they can be met with the right news. The driving force is how individuals will respond, what the level of attractiveness will be and what is expected from the news program. Rather than portraying neutral news and hard news, there is an emphasis on building rankings and getting responses from within the community. As this is done through the audience responses there is the ability to build a specific reputation as news worthy production. Rather than implementing communication that is based on public services and the information that is needed, the response is to use the media to gain attractiveness to the audience and to find new ways of communicating to the mass that causes specific responses (John, 22, 2001). The changes that are being reached with marketing to the public has allowed the public to be more responsible for the information conveyed as well as the type of communication used, despite the producer regulations and rules. One way in which this is seen is through concepts such as political campaigns and propaganda. The recent news uses the news worthy items to take a specific side with the political campaigns and to emphasize different changes or policies that are now required. More important, there is a sense of propaganda over what the public desires as well as how they are responding to the specific campaigns. Politicians are using the institution of the media to propagate specific messages while there is a sense of demand that is a part of the public. More important, the politicians and those that are in news and media positions are able to dictate what the audience wants then respond by using it as a propaganda item that is related to the news. The result is that the audience depicts what should be heard and other institutions combine with the media to ensure that the message and communication is conveyed in a specific manner (Cook, 10, 1998). The different pressures that are currently a part of the system of the news has led to a marketing model that is followed by the news as well as through outside institutions that are conveying specific messages. Since this is all a response to the demands that are a part of the mass public, different systems and philosophies are now being incorporated to ensure that the viewers continue to rise and the statistics for interest continue to provide a sense of demand for the news media. Many are using concepts such as co-creation which allows the news to provide innovation. Instead of providing hard news, the co-creation allows the news to be both news as well as a form of opinion or art. The contrast is changing the general news and information into one that incorporates different facets from the Internet and those that are a part of the consumer audience. The audience response then allows the news programs to move forward in a specific direction. Other competitors will then have to respond to this by altering the direction of the private news programs. The result is that the responses from the audience begin to dictate what is occurring with specific news programs (Kambil, Friesen, 1, 2009). Conclusion The concept of news and the media is one that is divided by policies and expectations from producers in conveying a specific message and levels of communication as well as the consumer response. The current changes in technology and forms of news have also altered how news is presented to consumers. While producers are able to create a specific outlet for presenting information, there is also pressure to function as a corporation. This is one that has to respond to the consumer demand and expectations while creating a specific type of news that is based on what the audience demands and wants. As this continues, diversity in the news is also becoming a main component. This is combined with questions as well as alterations in how the news will continue to change because of the audience expectations and demands that are a part of the news product being used. As agendas from organizations and politicians meet with the news demands, as well as rankings and revenue continue to create an association with how the news is presented, are also new ways in which the programs are being formulated, specifically which is from the demands of the audience. References Ahlers, Douglas. (2006). “News Consumption and the New Electronic Media.” The International Journal of Press and Politics. Clausen, Lisbeth. 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