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/
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