The Media in the Future

The Media in the Future: Nimble and Intimate A long time ago, the electronic and print media was a tool that was controlled by powerful people and institutions such as the government.
Each media house or company had an agenda and the news from every house was meant to have a certain desired effect on the audience. For example, during the Second World War, the media used to portray the war as being less horrific and even some glorified the war by showing the soldiers who participated in it as being the heroes.
That is no more. The media of the future is already taking shape: it will be intimate, nimble and fit. The media of the future will have no layers of machinery the creators of the content from the consumers of the content are already dead and gone.
The following discussion explores how the media of the future will be intimate and nimble. Discussion The merging of technology and
digital media, that has been ongoing since the onset of the internet is shaping the future of the future media.
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digital media, that has been ongoing since the onset of the internet is shaping the future of the future media.
The distinction between the new and the old media will fade. Mobile devices that are already the preferred media as well as the internet will have proliferated as globalization takes root in many facets of life and especially the media.
The globalization of the media will have advanced thereby creating new markets away from Europe and America. The old centers that now form the consumption and creators of the media, Europe and the US, will feel great completion from the emerging markets in regions in Asia, Africa and Latin America among others.
When that moment comes, the media content that is still currently dominated by American and European interpretation that constitutes entertainment and news will have to adapt too. As TV audiences continue to fragment, there will emerge the phenomenon of “cord cutting.” That is to say, the cancellation of subscriptions to pay-TV will increase and become the norm. Hence, instead of watching the scheduled television channels, most of the people will have reverted to on-demand services like those offered by Netflix while other viewers just do without the television as many then will be spending longer hours on the internet (Wilber, 2011).
The digital technology that has quickly spread across the globe has given people the power to create media and to quickly and cheaply spread it around the world. Amateur photographers, journalists and movie makers can now have a greater influence on the media on a global level. In this digital era, the content can be accessed anytime and anywhere. Hence, the creators and the consumers of the news and entertainment will have become intimately connected. For example, prior to the summer of 2012, people outside South Korea knew very little about Psy, however, after posting his video parody “Gangnam Style” on You Tube with his dubious lyrics and cheesy dance moves, he became an international sensation practically overnight (Wilber, 2011).
The media has continued to play a very important role in shaping the society. This is expected to continue even in the future. For a long time now, the media has acted as the basic vessel through which people can interact, share and communicate with each other. The basic principles surrounding this will always work irrespective of the channel or the device used. The media will always seek to make people laugh, make people develop strong feelings, and ultimately make people think (Spurgeon, 2007). The media of the future brings with it a lot of opportunities and a batch of challenges as well. Ideally, it can be regarded as intimate, fit and nimble; one that does not show any kind of respect to the elders. Furthermore, it does not care about what was done before.
Many concerns have been placed on the influence of the media of the future of teenagers. Influence of media of teenagers is expected to be both indirect and more direct. For instance, media adverts are sometimes directed to teenagers (Media Influence On Teenagers | Raising Children Network, 2016). It may come in terms of increasing consciousness of the kind of brands and images that only affect the teenagers. However, the media can still influence the teenagers’ indirectly. Ideally, the global media has continued to adapt to a kind of advertising that has increased sexualization of its content. For instance, the content put across in magazines, newspapers and television shows are sexualized. Additionally, the kind of video games developed as well as the accompanying music portrays a lot of violence and obscene language.
The media is changing, and this change is happening faster than ever. The social media is one of the areas which have witnessed this swift change. This crop from the fact that everyone is seeking for media content that is able to satisfy his or her desires. To adapt to these new needs, the media is also changing to fulfil the needs of its consumers. Ideally, the media will focus on what gives satisfaction to its consumers regardless of whether it adds values to the social morality or not (Spurgeon, 2007). Unlike the old age media content that sought to tell the truth, and of course with absolute respect for the elders, the media of the future will not put much emphasis respect to the elderly audience. The media content will focus on ‘fitting’ to the majority of the society.
The consumers of digital media are expected to increase gradually while every other thing is expected to shrink. Additionally, music, digital prints as well as video subscription are expected to increase. It will be accompanied by a sharp rise in the native form of digital advertising (Spurgeon, 2007). Social media business continues to thrive will the old forms of media will have to bear these consequences. For instance, mobile is quickly overtaking the desktop era. Messaging applications on mobile phones will continues to challenge the ancient communication tools such as emails. Everything around the world will continue to become connected. It must address some crucial themes in order to succeed. For instance, it will be forced to embrace mobile society.
The major challenge that will face this media is the fact that people will tend to choose their own facts other that seeking reality. Differentiating reality form fiction will also present a major challenge. It must, however, acknowledge these challenges. Same way, the media will have to confront the challenges and try to find answers to them.
Conclusion The future of the media is already taking shape given that the devices and the technology that is molding the future are already in place. The media will be nimble and intimate as observed by the discussion above given that the ability to create and access media has been made easy, the layers of interpretation and manipulation by agencies and people in between will be done away with. The social media will dominate the media and its nimble and intimate nature will become the norm of the future media as people become more interconnected and intimately connected by the social media.