Over the years media have gone through many changes. There
are three main eras that we can categorize media in over the years: Traditional
media, “New” Media, and Digital Media.
Traditional Media is anything before the year 1990. It is
when newspapers and other forms of print media took over the media industry.
What media did during that period to deliver news to the public was broadcast.
There were not many channels available for people to
categorize their audience based on specific targets. So the main tactic was to
broadcast to everyone.
The main channels used were Television, Radio, and Print
media. Those were the main ways that traditional media used to broadcast
information out to the public.
Because of the lack of two-way communication, their main
content delivery style was to “push” their information onto the audience. The
receivers didn’t have much choice over the information that they would receive.
Which is also why the consumers had few choices when it came to choosing what
to pay attention to.
During the era, there was a slow and steady pace of growth
that traditional media went through.
Following traditional media, during the 90s, media “evolved”
into new media. It was when the internet started to be more commonly used, and
technology started to evolve the way that media was used.
The delivery techniques went from a general broadcast to a
narrowcast. This is because of the growing choices that consumers had. As
opposed to having few choices, they now had many.
New Media also used a push strategy onto their audience
because of the way that they would send out their information. Their main
channels were cable TV and radio, satellite radio, and specialty magazines.
New media grew at an accelerated pace, which is faster than
the rate that traditional media grew at.
After the new media era there was a revolution in media.
After the year 2000 technology advanced and set a new path for the way that we
communicate. This especially Affected the way that media work.
New media revolutionized to digital media in every way
possible.
Digital media were able to target their audience because of
the many channels that they could use. Consumers had endless options when it
came to information consumption.
Unlike the previous eras, traditional media and new media,
digital media had a different way of delivering their content. Because of the
new infinite options and ways to reach people, instead of “pushing” their
information onto people they pulled it. This means that they attracted the
consumers to come to them.
Digital media grows at a rapid pace. This is obvious because
it started in the year 2000 and now 15 years later there have been huge
revelations in the media!
Each era also has great examples of companies that were able
to make use of them.
During the traditional era there were companies like Time
Warner, CBS and Disney. These companies made use of TV, Radio, and Print Media
and were able to send out information successfully to the public.
Each of these companies is still well respected today and
has a huge influence on the media world. This is proof that companies adapted
during the evolution to revolution of media.
During the new Media era, there was HBO, Comcast and
Primedia.
And finally, the digital media era has Google and Yahoo as
great examples.
The first thing that we do when we want to search something
is use google for instant information.
It can also be seen how each media form or channel has
transitioned from one era to the next. Everything had to adapt to survive the
changes. There are radio channels that became television specialties. Many
newspapers now have online sources.
At the rate that media is changing it is a wonder to see
what will happen next.
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