How the Internet and Social Platforms Changed the Way We Consume Media

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Social media platforms have changed the expectations of audiences as they consume and interact with media-related companies. Prior to the internet, people mainly consumed media through television or newspaper. A shift began in the mid-2000s, and the one-way communication that traditional media provided declined in favor of new media and the internet. This is because social media sites provided a platform where media entities could reach their audience in a way never before possible. They could now directly “reach their target audience, interact with them and create a community where communication is fluid, engaging, in real-time and works both ways” (Buyolo, 2018). Media companies could now create posts instantly, sharing relevant photos, videos, and links. Meanwhile, the comment section now allowed the audience to share their thoughts directly on the post.

Social media also gave consumers more choice over what media they consume. They could now reach various media options, and had the ability to choose how and when they consume it. Because of the accessibility the internet provides, “Online content provision not only fit niche targets but even more: it [can] be arranged to meet the specific interests and time constraints of every individual user” (Orihuela, 2017). The audience is no longer an audience, but a user, who can choose where and how they consume media. “The passive unidirectional way of media consumption is replaced by the concept of an active user seeking for content, exploring and navigating info-spaces” (Orihuela, 2017). 

So, can traditional media survive the digital age?



References

Buyolo, M. (2018, March 6). How social media has revolutionised the way companies communicate. Medium. Retrieved from https://medium.com/umblernews/how-social- media-has-revolutionised-the-way-companies-communicate-31ca91b4fa3

Orihuela, J. L. (2017, November 6). The 10 new paradigms of Communication in the Digital age. Medium. Retrieved from https://jlori.medium.com/the-10-new-paradigms-of- communication-in-the-digital-age-7b7cc9cb4bfb





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