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How Technology has Altered Mass Media

As technology grows, companies have had to alter the way they use their mass media to keep up with the ever changing landscape of digital tools. Some of the changes have been so gradual over time, that we may not even have noticed until recently, where the boom in technology has made rapid changes. To take a look at some of the changes we may not have registered, feel free to refer to the chart below (Anderson, 2016) or this Youtube video (Khan, 2013), which tracks the evolution. 



However, a great example of how the change of technology altered current culture, look no further to the advancement of the television set.  As we moved from radios to TVs, culture now expected visuals to accompany their stories. From there, it wasn’t long before households had a tv in almost every room. Today, we not only have TVs, we have the ability to stream anything at the press of a button.  Clearly, our culture expects instant gratification in a way that we could not achieve when Blockbuster was one of the only ways to access new film releases. The same goes for the shift in how a company employs their digital media presence to grab the attention of consumers.  Technology has shifted cultural expectations for social media presence.  

Now, it is extremely common for companies to use technology in some way. Whether we are receiving customer reward points at Starbucks or streaming the latest film release on HBO Max, companies have found that they cannot survive unless they alter their use of technology to either meet the demands of the consumers or present new tools that will increase user ease.  Take for instance, the fact that “Just 14.5 percent of businesses don’t publish any video content - down from 25 percent” in 2018 showing that more and more companies are getting hip to the fact that they must adapt to the times (“State of social 2019,” n.d.). And wisely so, since “video content generates 1200% more social media shares than text and images combined” (Aguis, 2017). The point is, a company’s evolution must be strategic. So what does that mean for the average company? Essentially, “Technology is so deeply embedded in our lives these days that you can’t be a good reporter without being techn fluent” (Dolnick, 2018).  A company must employ convergence journalism to make sure that the company taps into all their available resources.  Working with the evolution of technology is the best chance for meeting consumers’ needs. 

References

Aguis, A. (2017). “6 brands that are driving real engagement with facebook marketing.” Social 

media today. https://www.socialmediatoday.com/marketing/6-brands-are-driving-real-            engagement-facebook-marketing

Anderson, N. (2016, July 10). “Technologies advancement in mass media.” Blogspot. 

http://nicoleanderson12.blogspot.com/2016/07/technologys-advancement-in-mass-media_10.html

Dolnick, S. (2018, January 3). “Tapping technology to advance the future of journalism.” The 

New York times. https://www.nytimes.com/2018/01/03/technology/personaltech/technology-future-journalism.html

Khan, H. (2013, May 13). “Advancements in technology.” Youtube. 

https://youtu.be/HuCOThqyRx0

“State of social 2019.” (n.d.) Buffer. https://buffer.com/state-of-social-2019
Location: QFCC+GR Mount Rankin NSW, Australia

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