Media Essays Media Traditional Television

Media Essays Media Traditional TelevisionMedia Traditional TelevisionMedia carrefour is undeniable as unexamp conduct media ch every last(predicate)enges the dominance of handed-down media and conventional media reacts to this quarrel. Discuss.IntroductionMedia lap has become an issue everyplace the last hug drug years as late technologies such as the Internet and computers pass a bun in the oven become intermingled with handed-downisticistic media such as video recording and bleakspapers. This media product transcends complaisant, cultural, economic, scientific and industrial switch overs, all of which provide be discussed in the speech (Jenkins, 2006, pp. 3-5).This intersection point apprize encounter in a number of ways, entirely the main focus is on the crossroad of types of media technology in society and inside the media diligence itself (Bell, 2006). This is slackly thought of as cutting media such as computers colliding with tralatitiousis tic media such as telly and scratch media (Franklin, et al, 2008). Apart from the technological intersection, the dissertation go forth in addition boldness at how earshots argon engaging and making instinct of these technologies. This is often referred to as cultural intersection point inside media (Jenkins, 2008).The problem to be addressed here is whether or not media crossway within technological and cultural basis is inevitable as youthful media pushes forward and challenges handed-down media forms. Although it is go on that technological intersection point is descendring, the problem is more complex than this and withal includes transitions within culture, the media attention, foodstuffs, genres and audiences (Jenkins, 2004, pp. 37-41). thitherfore, the problem posed here is how to look at the challenge to traditionalistic media from newly media, and how the traditional media is serveing. Is this pattern of challenge and response stellar(a) to an inevi table intersection of media in all aspects?Methodology In mark to answer this question, the investigateer will use the method of document psychoanalysis throughout the dissertation. Document analysis is a qualitative method of critiqueing the marrow and meaning of texts, and is appropriate in this case because of the accessibility of documented license and opinion on the subject of media convergence. A qualitative method is motivationful in a subject like this because the key elements of research are focused around cultural trends and opinions, technological changes, and not around specifically quantitative elements. Furthermore, as cultural phenomena, texts are the ideal way to review cultural changes within media (Stokes, 2003, pp. 52-54).However, as a subjective medium it canister be difficult to use textual analysis, because a hypothesis of necessity to be formed before beginning the analysis. This will not be a problem in this case though because the problem of media convergence and its supposed inevitability has already been identified as the focus of the dissertation through initial research.Document analysis as nearly as allows the researcher to look at the specific cultural and companionable context of media documents, as well(p) as using primary, secondary and general documents to create a in force(p) picture of the research problem. There will be a large-mouthed focus on primary documents regarding media convergence, media culture and technology within the research (Altheide, 1996, pp. 3-6).Aims and objectivesThe aim of this essay to give an answer as to the inevitability of media convergence in light of the challenges from new media to traditional media as well as the response from traditional media to this challenge. Firstly, this will involve fully defining media convergence in its various guises and what media convergence on an industrial, cultural, technological, market- ground and audience-based level would constitute (Durham and Kellner, 2006). past at that place will be a review of the literature on the emergence of new media and its challenge to traditional media in a technological, industrial and cultural sense (Thorburn, Jenkins and Seawell, 2003, pp. 281-314).The section after this will look at the reaction from traditional media to this challenge, and how this has reshaped traditional media fields such as television system and print media (Lawson-Borders, pp. 27-43). A section will then examine the issues of media convergence in light of the challenges and responses between traditional and new media.To illustrate or so of these challenges in a real-world cookting, the case of chinas media climate will be examined. China has undergone a large number of reforms in media over the last ten years and is the issues of convergence are in particular pertinent to such a setting of technological, social and industrial change (Hong, 1998, pp. 41-53).From these chapters a conclusion will be drawn with regards to the future inevitability of media convergence in a variety of contexts technological, cultural, industrial, market-based, and audience-based.Literature ReviewThe emergence of new media and its challengeThe major challenge from new media has come from technological first appearance over the last ten years, with the emergence of computer technology and the Internet. For the purposes of this dissertation, there will not be a lengthy discussion nigh what constitutes new or old media as put forward by Manovich (2001), notwithstanding rather it will be discipline with the idea that new media includes computers, the Internet and digital mobile cunnings as the standard, whereas traditional media encompasses print media, television and radio as standards.This new media has significant functional equivalence with traditional media such as print media and television, and is therefore taking some of this market (Adoni and Nossek, 2001, pp. 76-81). Consequently, the competition for audience numbers and cultural significance began.The old ideals and concepts of traditional media have been put under pressure by the flexibility, innovation and new approaches of new media (McQuail, Siune, and Euromedia search Group, 1998, pp. 1-3). newfound media forms such as mobile device streaming (Nilsson, Nulden and Olsson, 2001, pp. 34-36), the Internet (Lister, Dovey and Giddings, 2003, pp. 35-37), and parole websites and feeds (Digital Spy, 2008) have changed the parameters of what constitutes media in todays world.Not tho has new media changed the technological parameters, but it has changed the market and cultural climate of media as well. There have been questions rough how the market needs to respond to new media in terms of regulations for example how broadband function should be monitored or regulated in media terms (Blackman, 1998, pp. 166-169).Broadcast licensing rules have had to be adapted or reviewed in light of the explosion of new media sources and types around the world, which has caused controversy and disagreement as to how to handle these new mediums (Weare, Levi and Raphael, 2001, pp. 47-55).There has been a change in the way audiences are nowadays cover media, and with the media and social culture so closely linked this has helped change social poses. The likes of MySpace and YouTube are good examples of the way in which new media is challenging social norms generated by traditional media forms.This has stretched to the realm of politics, where new media is now seen as a potentially more effective tool for hikeing democratic process than traditional media, despite the conceptual difficulties of putting this into practice (Barnett, 1997, pp. 211-216).An some other area that has been changed by this new media challenge is the actual teaching of media and news media. New media has meant that journalists in traditional media need to understand the new ways of broadcasting and delivering information effectively, particu larly in light of how politically controlled the finances and content are of numerous traditional news media organizations.The education has shifted from traditional media to multi-media (Quinn, 2001, pp. 84-87). Education in other areas is also being influenced by the challenge of new media to traditional media, and has been particularly influential in the field of interactive learning programs (Fallahkhair, 2003).These challenges to traditional media by new media have occurred rapidly, and the effects are wide-ranging. The traditional media world has had to respond to this challenge in order to survive.The reaction from traditional mediaThe reaction from traditional media has not been one of competition or rejection of new media, but an sympathy that this type of media is now part of the landscape and needs to be embraced. This is what has led to the so-called convergence of media throughout the world over the last ten years.Initially the response from traditional media was one o f technological convergence this was inevitable in the sense that new technologies that can give a combative edge are always adopted in such an industry where possible. In this case the technological driver was digitalization in terms of television, and the spread of Internet news within printed media (Henten, Falch and Tadayoni, 2003).However, as technology progressed so did cultural and social changes, as well as market changes within the world of media. In order to stay relevant and part of the up-to-date of culture, traditional media has had to adapt to and converge with new media in terms of policies, techniques and attitude in some area in addition to the technological convergence.The grammatical construction for storing media and content has changed as ICT has progressed, and has created the need for traditional media to be more moment in its deployment of content and services (Lindqvist and Siivonen, 2002). Established print media firms have embraced the new media to h elp expand their services and reach untapped audiences. For example, The defender now has a full online media section that allows it to reach a far large and more varied audience than previously possible through its traditional print publications (Guardian News and Media Limited, 2008).It has also allowed traditional journalists to cover more content than before and express their own views with other journalists. Rather than being speed by big business, convergent press forms such as journalism sites are now run by journalists themselves (European news media Centre, 2008).The resources available for the consumers and journalists have increased drastically, as has the ease with which information can be accessed (ABC, 2008, and coming(prenominal) Foundation, 2008). This is not simply down to the emergence of new media, but the convergence of new and traditional media.The nature of traditional media advertising has also been changed, with print media companies now creating website s and online services to complement their traditional print forms (WARC, 2008, and Zenith Optimedia, 2008). The industry has also responded by broadening the scope of its regulations and research to encompass these new media types (Advertising inquiry Foundation, 2008), and in some cases create whole new sites and companies devoted to media convergence and advertising (Haymarket Media, 2008).Media advertising has moved from the realms of print and television to become an interactive, digital and global source online (European Interactive Advertising Association, 2008).The traditional media of television has also responded by converging with new media technologies and attitudes. OFCOM now has a website, and deals with not only traditional TV and radio regulations but now has newer wireless and online communication theory regulations in place (OFCOM, 2008).Perhaps most crucially the convergence has allowed for television audiences to be more widely recognized and understood. It is n ow easier to monitor audience trends, and this information is now available not only to traditional media industry professionals but new media consumers, users and creators as well (BARB, 2008, and Screen carry, 2008).The response from traditional media has not been to fight back on its own, but to merge with new media in order to take advantage of its benefits.Issues of media convergenceAs can be seen, media convergence is and was inevitable in technological terms because of the need of traditional media to compete with the innovations of new media as well. However, it is not yet clear how far this convergence goes, and whether or not full media convergence on a cultural, market-based, audience-based and industrial level is occurring or will occur.The bar has been set by new media companies in terms of innovation, and it seems that although a number of companies within traditional media are following this example (Lawson-Borders, 2003, pp. 98-99), the traditional media industry it self is perchance more focused on technological convergence than a exculpate convergence of attitudes and processes.The major effect of convergence at this time appears to be the digitalization of traditional media. Although this has not completely changed the way in which traditional journalism is handled, it has changed its presentation and also blurred the lines between larger corporations and small entities (Kawamoto, 2003, pp. 5-12).Evidence of this can be seen in recent worldwide news stories where new and traditional Medias became visibly interdependent. The Virginia Tech massacre is one such example, perhaps the first of its kind. In this case the new media and traditional media ply off each other for information and opinion, and not just in a technological sense.Whilst some question the strain in respectable boundaries such convergence causes, it is clear that convergence can and will occur in more than just a technological form (Garofoli, 2007).However, it is steady not clear whether complete media convergence is in fact inevitable. It seems that often might depend upon the consequences of such a convergence (Anderson and Elckelman, 1999), as well as the reaction from audiences and culture as a whole (Wilkinson, 2008).China, media and convergenceChina is a good example of how convergence has come about in a real-world setting. As with other areas of the world, Chinas convergence issues are seen as convergence of technologies to create multi-media networks (Ure and Xiong-Jian, 1999, p. 17) However, the pace of convergence and change has perhaps been more rapid than in places such as the UK or US, with tighter government controls on media in place.In order to maintain a balance between the traditional and new media, China has had to move further towards complete convergence than some other countries. However, there is still a long way to go in China with regards to convergence, particularly in terms of cultural issues such as the heterogeneous d evelopment of cultures and attitudes.China shows that whilst technological and market-driven media convergence may be inevitable, the inevitability of complete convergence depends upon political and cultural issues associated with audience reactions and needs as well as the slow-changing institutions of power behind traditional media (Donald, Keane, and Hong, 2002, pp. 3-7).Although perhaps not as perfect as the Chinese situations of dissident vs., state, it is true that convergence on levels other than technological and financial is perhaps not inevitable, even it is seems exceedingly probable at this point (Akhavan-Majid, 2004, pp. 553-555).The next step for media convergence is certainly to create a regulatory system that allows traditional and new media forms to acquiesce in a way that allows not only technological innovations but differing attitudes, viewpoints and market goals to converge (Tan, 1999, 271-275).Bibliography ABC., 2008. 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