Media and Technology in Society

Media and Technology SOCI 1306 Media and Technology in Society In most core and semi-peripheral countries, media and technology are inextricably linked, creating a pervasive modern civilization. The word "media" refers to any print, digital, or electronic communication channel that acts as a conduit for information. The methods and places where knowledge is conveyed have been continually modified by technology, even before the invention of the printing press. It is unimaginable nowadays to talk about media and social communication without taking into account how quickly technology is advancing. Twenty years ago, handwritten letters or phone calls were usually used to announce a work advancement or the birth of a kid. Maybe you could tell your close friends and family, but it didn't make sense to tell hundreds of people—including your old high school chemistry instructor. The digital era of today, on the other hand, promotes and even allows for greater communication. Before sharing a well-chosen Instagram post announcing their pregnancy, expectant parents may choose to get involved in an online community. Since the field of communication has grown significantly, media issues must naturally be included in discussions about how society uses technology, and vice versa. Media is not only created, but it is also shaped by technology. A few examples of various media made available by technology improvements include the comic book you bought for your daughter, the movie you streamed for family night, the website you used to order takeout, the billboard you saw while driving to get food, and the newspaper you read while you waited. Media would not exist in its current form without technology. But it's important to understand that technology is more than just the material we watch. It serves as the foundation for contemporary communication, impacting all facets of information creation, sharing, and reception. Media and technology have a symbiotic connection. New media and ways for people to interact with information are brought about by every technological advancement. For instance, the printing press transformed the way knowledge was shared by making books more widely available and reasonably priced, which promoted increased literacy and the exchange of ideas. Similar to this, the development of radio and television ushered in a new era of mass communication by enabling previously unheard-of levels of audience reach for entertainment and news. With the advent of the internet, social media platforms, and streaming services, the digital revolution has further changed media. These developments have had a profound impact on how we share and consume information. In this era of digital connectivity, media is pervasive and easily incorporated into our everyday activities. The distinctions between various media types are becoming more and more hazy. A news piece that was first published in a print newspaper, for example, may be debated on television, shared online via social media, and even cited in a podcast. This confluence of media types emphasises how important technology is to enabling crossplatform communication. Technology has also made media creation and consumption more accessible. The widespread use of smartphones has made it possible for anybody with an internet connection to produce and share information, upending the established media gatekeepers and fostering the emergence of a more dynamic media environment. Social media networks, blogs, and videosharing websites enable people to reach a worldwide audience with their narratives, thoughts, and artistic expressions. This change has broadened the range of information that is accessible and given voice to views who were previously ignored or marginalised. But there are drawbacks to the quick speed of technological advancement as well. Because there is so much information available online, one may experience information overload and find it challenging to separate false information from reliable sources. Sensational or divisive material is frequently given priority by the algorithms running social media networks, which can worsen social divides and aid in the propagation of incorrect information. Furthermore, because not everyone has equal access to the technology and skills required to fully engage in the digital media ecosystem, the digital divide continues to be a serious problem. The way that corporations and industries function is another way that technology has affected media. The introduction of digital marketing, for instance, has completely changed the advertising sector. Businesses may reach certain audiences with customised messaging by using data analytics and targeted advertising, which increases the efficacy of their marketing campaigns. Online retailers use technology to personalise their shopping experiences, and conventional brick-and-mortar retailers use digital components to increase client interaction. Another industry that is significantly impacted by the convergence of media and technology is education. The manner that instructors and students are taught has been completely transformed by digital resources, instructional applications, and online learning platforms. These tools eliminate social and economic barriers by giving users access to a multitude of educational and informational resources. The COVID-19 epidemic spurred the uptake of digital education by emphasising the necessity of equal access to technology as well as its promise. Technology has completely changed the creation, distribution, and consumption of material in the entertainment industry. With the advent of streaming services, which provide consumers with on-demand access to a huge library of material, the conventional television and cinema industries have been upended. Technologies like augmented reality (AR) and virtual reality (VR) are expanding the possibilities for interactive media experiences and pushing the limits of immersive storytelling. Video games, which were formerly thought of as a niche pastime, have evolved into a popular kind of entertainment, with esports drawing millions of fans worldwide. Media has been greatly impacted by technology in terms of culture. It creates international ties, impacts public opinion, and moulds society standards. Specifically, social media platforms have developed into venues for political and social activity, giving movements a boost and increased worldwide visibility. People have been mobilised behind issues by hashtags, viral videos, and online petitions, proving the ability of digital media to bring about change. But the blending of media and technology also brings up privacy and ethical issues. Discussions regarding surveillance, data security, and individual privacy rights have been triggered by the way that digital corporations are gathering and using personal data. Information integrity is under risk from the proliferation of deepfake technology and the alteration of digital material, which may be used maliciously. Navigating the complicated world of technology and media requires striking a balance between innovation and ethical issues. In conclusion, a distinguishing feature of modern civilization is the interconnectedness of media and technology. Technological developments have consistently influenced how we communicate, consume information, and engage with the outside world. Examples of these developments include the printing press's historical influence and the digital revolution. Technology will surely continue to reshape media as it advances, bringing with it both possibilities and difficulties. In order to navigate the complexity of contemporary communication and promote an educated, connected, and egalitarian society, it is imperative to comprehend this dynamic interaction.