Study Preview Through a convergence process, the relationship between media consumers and mass media is being dramatically transformed. Some effects are obvious, such as a seemingly endless number of mass media options for consumers, but other effects are less obvious, such as the impact such convergence has on specific types of media and the industries based on them.
Learning Objectives By the end of this module you will be able to:
4.1.1 Media Convergence 1. Objective: Explain how cyber communication affects the way consumers
interact with mass media
Cybermedia involves the dissemination of mass media through cyber communication, which is defined as “communication facilitated through the use of the Internet and networked technologies or applications that are powered through these means.” Like a magnet, these Internet platforms are dominating mass media delivery, eclipsing print forms of communication in virtually all genres.
Consumers have the expectation that virtually all media can now be found online, including television shows, movies, newspapers, books, and magazines (to name a few). But a consequence of the mass media’s migration to an online platform is that cybermedia has a tendency to blur the boundaries between various types of media products. For instance, a website or mobile app that offers around-the-clock news could be the online version of a television news network, a newspaper, or even a magazine.
Business models that have worked for over a century no longer fit with newer cybermedia models. Some media industries have jumped onboard the online movement quickly, while others have been slow to rethink their business models and online product delivery methods.
Most significant is that people are discovering entirely new ways to interact with mass media. This is good for the consumer and the media industry as a whole, as long as strategies are in place to adapt traditional media to new online formats and venues.
4.1.2 Delivery Platforms 1. Objective: Describe the three primary ways that the Internet influences the
field of mass media
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