I agree with the proposition that a changing global media landscape has a major impact internationally in the present century. Let me start the debate with a clichéd quote that change is the only constant thing and media is no exception. In effect, media is changing at a faster pace than ever before and the nature and magnitude of this epochal change are enormous. Thanks to the advent of technology, media, like many other things in our lives, has become borderless. Technology and its current applications have evolved at a lightning pace thereby transforming the media landscape globally. In other words, media has made its entry into every possible corner of the planet now.
At this stage though, it is necessary to state what media in general means. The Oxford English Dictionary defines media as ‘the main means of mass communication regarded collectively.’ But in its simplest form media is all about content and audience. The media industry is, in effect, vast and complex and there exist many different sectors within the media industry itself, some of the major aspects being printing, broadcasting, telecasting, webcasting, podcasting, etc. There are print media which includes posters, banners, leaflets, hoardings, billboards, newspapers, magazines, journals, wall writings, pamphlets, etc. And then there is electronic media which includes the radio, the TV, the Internet, blogs, video blogs, internet news, webcast, podcast, etc. And with the availability of the internet worldwide, the transmission of all kinds of content online, to all the connected users, has become a reality.
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Media, over the past few decades or so, has seen a sea change. Initially, the newspaper was seen as the only source of information and it is no exaggeration that it had a major role in the nationalist movement. The newspaper was seen as a source that could bind all the people of the country together as it had a massive impact. The Harijan, the Swaraj, the Times of India, etc. played no mean role in keeping the people united for a common cause. However, when electronic media like the radio and the TV and later the electronic and the digital media made their foray into our lives, they also brought about huge transformations in our lives.
Until a few years ago, media could only reach the educated or the elite classes, but with the advancement in technology and democratization, it has reached all communities and classes; no one can be denied access to the media in any form. It has become even more accessible to one and all thanks to the launch of mobile and internet services by some service providers like Jio at really affordable prices in India empowering people to access digital technologies using smart mobile phones. This accessibility has enabled people to browse the internet anytime, anywhere.
Media, thus can be seen as the prime agent of change. Media persons across the globe work tirelessly and boldly to report and publish as per their conscience and not according to the wishes of the establishment. Of course, the internet in general and social media in particular have made the life of journalists easy. It is also true that media as such is not free from fallacies. For example, the dispensation at times resorts to control over websites as also their publications even though the internet is harder to control and manipulate.
Digital technologies have fundamentally altered the nature and function of media in our society, reinventing age-old practices of public communication and at times circumventing traditional media and challenging its privileged role as gatekeepers of news and entertainment. This change in the media landscape is technology-led and technology-enabled. It has further necessitated key shifts in the way consumers think about the world around them, especially about digital technology and social media.
It is beyond doubt that digital technology and social media have had a significant impact on our culture. Towards the end of the 19th century, for instance, artists sought to capture their subjects through portraits of individuals who were absorbed in the act of reading a book. Today, you will see images of people standing in the middle of a crowd, engrossed in reading or sending messages on their smartphones. This is just the tip of the iceberg. There are, in effect, many trends that we are faced with in contemporary society that will shape the media landscape in the future.
Live streaming has become so commonplace in today’s rapidly moving world that individuals post whatever they like on a real-time basis ranging from politics to sports to influencers. People try to show off their latest exercise routine what they’re having for breakfast, or where they are having vacation. There’s seemingly nothing out there that can’t be live-streamed in the time we live. 2016, for example, saw the emergence of live video as a medium everyone needs to take seriously, and it’s not showing any sign of slowing down. Facebook users typically spend three times as long watching a Facebook live video as they do pre-recorded ones, a stat that’ll make any brand stop and take notice. A recent report predicted that live streaming will be a $70+ billion industry by 2021 — and with more and more brands getting on board each day, live streaming is not going to stop shortly.
Augmented Reality (AR) and Virtual Reality (VR) are increasingly popular vehicles to facilitate compelling, experiential brand interactions. In the case of AR, a virtual element is superimposed on top of a real-world experience, and in the case of VR, the real-world surroundings are completely supplanted with an entirely other-worldly experience. AR has been making its mark for a while now. The best examples could be the rampant overnight adoption of Pokémon GO and the enduring popularity of Snapchat filters which show no signs of abating any time soon. VR, on the other hand, is on the uptick as companies increasingly leverage the medium to bring brand, product, and locale experiences to consumers wherever they are. Luxury real estate projects, for instance, have started employing VR to allow potential buyers to “walk through” properties that are yet to be built. This is just one instance but the applications are endless and there are limitless possibilities.
Screen Agnosticism is another trend in the media that is having an impact on our lives. This sounds a little jargony but screen agnosticism simply put means that the message is the message; the medium isn’t the message anymore. We live in a world where content is often viewed on multiple screens simultaneously by innumerable people globally. It is therefore imperative for media users to craft and seamlessly integrate instantly recognizable creative and contextual messaging irrespective of whatever device it’s being viewed on. This is less about universal functionality from a UX perspective and more about coming up with an all-encompassing content strategy that allows a brand to reach consumers with a cohesively crafted and effective brand voice, regardless of where or how they’re seeing it. This is going to be one of the in-things in the media landscape in our times.
Another important trend in the media is the Sponsored Editorial. As digital advertising continues to decline and media houses are increasingly shuttered, a new iteration of sponsored editorial is appearing on the scene. Media outlets are spinning off “studios” focused on creating engaging multimedia content that, on the surface, appears to be organic journalism, but is paid editorial aimed at driving awareness of brand initiatives. The multimedia piece documenting the plight of female inmates and their families produced by T Brand Studio, the production arm of The New York Times, is an appropriate example to substantiate the argument. The show had a huge impact for it indirectly increased interests in the topic and drove new viewers to the series. From this case, we can safely presume that the media landscape will surely have a significant bearing in the not-so-distant future.
Micro-influencers are one more trend that shows the way the changing global media is going to impact us across the globe in the present century. A shift from quantity to quality is afoot in the influencer arena. Recent debacles such as Fyre Festival and the dubious trend of buying followers have opened the door for micro-influencers to take a step even further into the limelight. Brands are increasingly engaging micro-influencers over more famous and many a time expensive influencers because it allows them to be more targeted and authentic in approach. While admittedly smaller in following and more niche in the audience, micro-influencers enable a brand to reach a more interested and engaged audience. Interestingly, it is by no means hyperbole to see a new trend creeping onto the scene even before this paper is presented. Today’s ever-changing media landscape keeps us on our toes all the time, while also providing an endless channel of new ways to express, experience, and innovate.
Technology has opened doors that have created a new mindset amongst young people. The rise of blogging, sharing music, downloading information, and taking part in chat rooms, bulletin boards, and online communities has occasioned a new set of values. Consumers have moved from an Age of Competition (importance of ‘Me’) to an Age of Cooperation (importance of ‘We’). There has been a realization that to get ahead, life should be about participation, involvement, and openness rather than aggressive individualism. Far from the apathetic breed of adolescents the media presents, technology has helped create a new mindset that is more about taking part and pro-activity: a ‘lean forward’ attitude. Not only this, but they are a generation of ‘commentators’ who are constantly connected, communicating frequently and generating debate. The ease and multiplicity of communication media means that people have an opportunity to share more opinions than ever before.
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