Consumer Expectations for Mass Media

                                                                                                 Source: Vector 

Technology has changed the way people view mass media while also altering their expectations. Not only do people rely on mass media to supply them with news and information but the media also relies on the public to ensure they remain in business. People expect to receive their news in real-time wanting to access everything immediately as it is happening (Boitnott, 2022). Consumers also expect the news to be available to them on social media sites such as Twitter and Facebook. “Traditional TV news may not exist in 15 years' time, but media audiences will continue to crave real stories,” says James P. Mahon, news reporter at Chattanooga, Tennessee's WDEF News 12 (Boitnott, 2022).  

Not only do consumers expect the news to be available 24 hours a day, 7 days a week, instantly receiving news in real-time, and on social media but they also expect the media to provide them with live streaming videos on these sites. The multitude of options available daily to consumers both online and through streaming services where we can receive a personalized experience has led consumers to expect personalization through their news media too. This means news outlets will have to find new and innovative ways to provide users with a personalized experience tailored to their personal wants and needs (Boitnott, 2022). Mass personalization is the future of the news.  

The 24-hour news cycle means hundreds of stories are published each day with much losing relevance within a few days (Vas, 2022). This means there is a large amount of news being sent out into the world each day which makes it difficult for the end user to find what they are interested in without pouring through dozens of stories. The overabundance of content also means mass media outlets need to find a way to pull viewers to their content. The goal of personalization of news media is to engage readers while offering them a more customized experience without overloading consumers (Vas, 2022). To achieve this media companies will need to offer targeted articles with suggestions at the end of each article. Other ways this can be achieved is by offering readers a newsfeed similar to those used on social media with suggested content. This would allow readers to see articles they would be interested in and help alleviate some of the bulk that would overwhelm readers. However, many consumers do not want to purchase subscriptions to news outlets online or in print. Some of these features, such as a newsfeed, would require users to purchase subscriptions or to create profiles. However, users choose to use mass media, and these companies must make changes to remain relevant and important to society. 

 

References  

Boitnott, J. (2022). Tech is changing the way we get our news, and it's not stopping. Inc. Retrieved December 24, 2022, from https://www.inc.com/john-boitnott/tech-is-changing-the-way-we-get-our-news-and-it-s-not-stopping.html 

Vas, G. (2022, May 12). How news personalization keeps readers engaged - yusp blog. Yusp. Retrieved December 23, 2022, from https://www.yusp.com/blog-posts/how-news-personalization-keeps-readers-engaged/ 

  

Technology's Impact on Our World

 There is no doubt that technological advances have changed the way we work, live, and entertain ourselves. These changes have had a direct influence on our culture, traditions, and social values (Chukwuemeka,2022). We are also no longer limited to influence from our geographical location. Due to technological advancements the world is now a global society with cultures and traditions blending. Technology has also altered people’s expectations and realities (Chukwuemeka, 2022). People expect everything to be easier while also wanting instant gratification. We also have seen changes in how people communicate.  

We also have more options for communication today without the added costs that once were associated with long-distance phone calls, sending letters, or telegrams. Texting, instant messaging, and social media are becoming preferred methods of communication offering people a faster, cheaper way to reach others throughout the world (Atkinson, 2022). Video calling options are also a viable way for people to connect without having to add special apps to their phones or computers with many devices already equipped with these options (Atkinson, 2022). These new forms of communication have altered our culture by changing the way we communicate with each other. Social media has also had an incredible impact on our lives offering us ways to remain connected while also offering us a place to get the news.  

These changes have not come without issue though. While it has impacted our social values and connected us globally, technology has also created a world where people are more interested in what is happening online and not right in front of them. Younger generations are spending more time on cell phones and less time interacting in person. Children are growing up with tablets, computers, and cell phones at an early age which has been linked to social and behavioral problems due to the way it limits their time spent interacting with others (National University, 2021). While these developments have had a great positive impact on our lives, we must also remain aware of the issues technology can also cause. This will allow us to ensure we use technology to better our lives and the world around us while also understanding the limitations that arise.  

 

References  

Atkinson, T. (2022, October 18). Technology - changing communication around the world. ITChronicles. Retrieved December 22, 2022, from https://itchronicles.com/technology/technology-changing-communication/ 

Chukwuemeka, E. S. (2022, June 14). Impact of technology on culture, tradition and social values. Bscholarly. Retrieved November 16, 2022, from https://bscholarly.com/impact-of-technology-on-culture-tradition-and-social-values/ 

National University. (2021, May 13). The negative effects of technology on children. National University. Retrieved December 22, 2022, from https://www.nu.edu/blog/negative-effects-of-technology-on-children-what-can-you-do/#:~:text=In%20general%2C%20technology%20use%20can,games%20they're%20playing%20online. 

Technological Advances Change the Way We Consume the News

 Advances in technology have changed the way journalists and other communications professionals develop, create, and distribute media throughout the world. The internet has also changed the volume, speed, and direction of media content as it flows throughout the world (Orihuela, 2019). This has created a culture where people want to be able to access information immediately wherever they are.  

 

People no longer wait to watch the news at a designated time on their televisions nor do they have to wait for the newspaper to arrive each morning. We can now log onto our computers, smart phones, or tablets and gain instant access to the news and more. We have a multitude of options to choose from where we can consume content including websites, video sharing platforms such as YouTube, and social media sites. More than 8-in-10 Americans access the news through a digital device. More than half of Americans prefer to access news media on a digital platform with only 1/3 preferring television news (Shearer, 2021). Americans have embraced digital technology making this a major cultural change.  

Source: Pew Research Center

 

Media outlets were forced to adapt to new media as technology advanced. When the iPad gained popularity throughout the 2010s, magazines, newspapers, and television networks rushed to form partnerships with Apple to create applications for the device so consumers could access their content (16.6 Mass Media, New Technology, and the Public, 2010). Since that time, consumers have come to expect media companies to make content available through online applications. These expectations have made it imperative for media companies to provide content via the world wide web and to create applications to make accessing their content easier than ever for consumers. We will continue to see these trends as we move forward into the future with new innovations and advancements in technology.  

 

References  

16.6 Mass Media, New Technology, and the Public. (2010). Version (Creative Commons License eLearning Support Initiative). In Understanding Media and Culture: An Introduction to Mass Communication. Retrieved December 22, 2022, from https://open.lib.umn.edu/mediaandculture/chapter/16-6-mass-media-new-technology-and-the-public/. 

Orihuela, J. L. (2022, November 14). The digital transformation of Journalism. Medium. Retrieved November 16, 2022, from https://jlori.medium.com/the-digital-transformation-of-journalism-1748c38df2bc 

Shearer, E. (2021, January 12). More than eight-in-ten Americans get news from Digital Devices. Pew Research Center. Retrieved December 22, 2022, from https://www.pewresearch.org/fact-tank/2021/01/12/more-than-eight-in-ten-americans-get-news-from-digital-devices/