Changing Media Behavior
In mass communication, media refer to the communication tools or resources used to send and receive information or data. The word also refers to units of the mass communication industries, including print media, broadcasting, television, cinema, music, film, publishing, and the web media. Mass media have evolved so much that they can be easily manipulated by the public. Media therefore include advertising, entertainment, education, news, and sports.
Advertising is one of the most common forms of media. This type of media is usually generated through written content distributed over the Internet and other channels. It can be visual or textual information. Visual media includes logos, videos, images, illustrations, animations, computer animation, 3D models, and video games. Audio-visual presentations or performances, such as movies or televisions, are also considered to be part of the audio-visual media.
Social media is the most popular and widely used among all types of media. In social networking, people use social networking software or internet tools to create personal or interpersonal networks. Online social networking has become an important means of interaction in many fields such as business, entertainment, politics, science, medicine, and education. The concept of social networking was made popular by the Internet’s early developers, who developed online social networking communities such as Friendster, Facebook, MySpace, and Twitter.
Facebook, currently, is the leading social media company in terms of daily active users. It has a very low cost per action program, making it highly competitive in the advertising industry. At the moment, Americans spend more time on Facebook than any other website. According to experts, the number of daily active users is only growing, which supports the notion that Americans will soon surpass Europeans in spending habits.
Media critics have observed that the media giants such as Disney and NBC have not discussed issues concerning the environment, immigration, racial or religious diversity, or the need for a sustainable economy during their prime. Likewise, the media outlets such as Fox News, CNN, and Associated Press haven’t covered recent events involving police brutality, school shootings, or the execution of a government official. Such media pundits and commentators believe that the agenda of news media is to promote the interests of the US companies and corporations at the expense of the American people.
Digital media is gradually taking over traditional print media. However, this trend has been slow due to the low public interest in watching TV, radio, and reading newspapers anymore. Media experts believe that it will take at least several years before digital media overtake the traditional forms of mass media such as television, radio, and newspaper. With these mediums, changes have been seen in the way Americans see media and the role of media in society.