This role as well as the role of gatekeeper to information is being redefined in the light of social media usage patterns. This paper discusses how social media has influenced the way in which users consume and experience news as well as the ways in which traditional media organizations produce and distribute news content. The discussion in this paper highlights the challenges posed by social media to the authority of traditional media. It also identifies the opportunities for collaboration between the two. Social Media and User Engagement Crowe (2012) describes five types of user involvement in citizen journalism, with varying degrees of involvement and objective reporting. Blogs, discussion boards, tweets, etc. have become common tools to share news items within social networks. These tools allow users to create editorial content for others. Crowe (2012) argues that citizen journalism has had considerable effects of the traditional media in terms of profitability. He explains that although the content produced by citizen journalists does not go through the rigorous vetting of traditional media channels, the sites encouraging such form of journalism collect information from a large number of similar sources which results in validation of the information. This is particularly true in emergency situations when reporters may not arrive for some hours. Crowe (2012) notes that these developments have inspired traditional media organizations to collaborate with social media platforms for delivery of news content. Organizations entering into such collaborations include Newsweek and AOL. Changes in News Production The way in which news is produced on social media is dramatically different from the traditional methods of news production. Kerrigan and Graham (2010) note that the Internet and Web 2.0 technologies are having a huge impact on the production and consumption of regional and local news. In the social media environment, news is increasingly produced by bloggers and citizen journalists in a way that encourages the consumers to participate in the news generation process. On the other hand, in the traditional media, the production function is performed by the journalist and the news is then offered to the consumers as information. Kerrigan and Graham (2010) note that it is a competitive disadvantage for traditional regional news media if they do not exploit the potential for engaging readers in the production of local and regional news. Traditional media have been affected by reduced entry barriers and advertising share to more engaging social media sources. News consumers can act as reporters and editors of news content in the new media which leads them to prefer new media news sources over traditional ones. Thus, there is a need for traditional media sources to overcome resistance to change and embrace the new social media environment. The advent of social media has had considerable impact on the credibility and power of traditional news media sources. O’Connor (2012) notes that the role of traditional media as gatekeeper of information has been considerably weakened. In addition, the perception of a news media organization as a brand has eroded to some extent in favour of the personal branding enjoyed by citizen journalists, bloggers and others in the social media. O’
Social Media Impact Of Social Media On Traditional Media In Relation To News Production, Delivery And Consumption Author [Pick the date] Introduction Social media has emerged as an important player in the Information Age. Among its numerous features is the ability of users to create and share news content with social network members…
However, this hardly happens because social media has not been able to muster enough confidence to come anywhere close to the mainstream news. Rather the emphasis has remained on deriving the best possible linkages between the two. This has meant that people have been able to link the two together and find out which is the actual winner at the end of the day1.
According to the report the media has witnessed the inception of various forms of digitized media in the conveying of news to the public. These media forms brought the aspect of speed and clarity to the target audience. The essence of reporting and broadcasting is to inform the public about current matters that may be relevant to the audience.
On the other hand, radio news reports have differences in relation to the languages they use in the process of presentation to the public who form their audience. This implies that various radio stations may cover a scene and present the news in their bulletins in various languages according to the target population that form the audience of the radio station (Johnson, 2006, p.123).
The discourse on the embattled cultural integrity of the wobbly Britain of 1983 is evident during the assortment of gritty video film of the Falklands fight at the beginning of the film, and in its cast whereby battle cries and common battle time spirit of “no retreat” are clearly audible (Meadow’s 2013).
It is characterized by an "image industry, in which desires are created over needs" (Gibbins and Reimer 1999). They explained that media is responsible for image building with which traditional societies are continuously exposed. Media exposure tends to homogenize the aspirations of the public.
The researcher analyzes that today, marketing and media industry players both agree, that internet advertising is a force to recon with. According to research carried out by centre for research in electronic commerce, internet advertising is predicted to revolutionise industries in the 21st century.
Today, in every walk of life, media plays a dominant role in improving and providing better quality and standard of living.
The Mass Media has developed great significance in today's world. So much so that Daniel Lerner calls them 'mobility multipliers and Wilbur Schramm, well-known authority of communication addresses them as 'magic multipliers'.
In recent times, the media has witnessed the inception of various forms of digitized media in the conveying of news to the public. These media forms brought the aspect of speed and clarity to the target audience. Ideally, the essence of reporting and broadcasting is to inform the public about current matters that may be relevant to the audience.
The people who are aware of this are marketing consultants because they have carried out experiments that have revealed the shocking data about media consumption. If a person sat down to think about it, it can actually be overwhelming. There are two kinds of media
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