The future of mass media may appear unpredictable and too complex to fathom, but there are already approaches on how to identify trends of possible new media and then explaining their possibilities. Many contributors approach a variety of media with a solid grounding in the history of each, and an eye for which may be vulnerable and which may thrive in the new technological age. Trends such as interactivity and niche building will affect everything from the newspaper to public relations, and this collection of essays provides a fascinating guide to where the next decades may take us.
Regardless of the visual, aural, or printed form, mass media intellectuals illustrates the degree to which older media will have to incorporate the level of interaction and specialization offered by newer media if they are to survive. These effects can already be seen in the proliferation of television channels, in the ironic bent of advertising, in the rise of infotainment in news organizations.
In the "Independent" Guy Kewney writes that the notion of "a publication" might become obsolete in the information age. He opines that "technology is going to make it easier to assemble your newspaper from multiple sources [there it is again!], or plan a video viewing sequence that is unpredictable. The mass market may soon be impossible to locate." Kewney says the tech industry is a forerunner for the rest of us, and that the current method of some Podunk weblog being picked up by Slashdot or the Register, then being hit with a "smart mob" of huge traffic, could translate to other media. His future is of "opinion formers" -- and not journalists -- who could cash in when their Web sites are smart-mobbed and advertisers are smart enough to offer up big bandwidth and ads right on the spot. He says that power will pass from big publishers and moguls to "advertising franchise brokers," eliminating mass media as we know it. He also added that without mass media, we'll be getting our big stories from random sources -- and who would know what the big story is, unless you read the right weblog at the right moment.
Information, communication, and media technologies are providing unimaginable power to connect people around the world by reducing barriers of distance, time, and cost. In a rapidly changing media landscape, I can only wonder what the future of mass media looks. One example of possible new direction is the merging of citizen journalism and traditional media. A latest example of this is in Denmark where in a local free newspaper is allowing bloggers and journalists to compete for spots in the paper. Well, another thing to possibly happen will be the emergence of e-paper (Electronic Paper) which as they say will completely wipe out newspapers and other print medium...aside from this, a prediction also says that television will be converted into Tivo (television internet) which is nowadays happening and even highly proliferating. A possibility also would be local TV news maybe replaced by what we now think of as public access television, delivered over the web, but with the advent of low cost digital video recording and editing equipment, it will rival the cable networks in terms of quality, cutting edge content, and personal engagement and also most future film makers will get their start producing pieces for local video websites. This are just some of the things that may occur on the context of mass media maybe a these next years.
As they say, nothing is impossible in the intelligent minds of inventors, scientist, and technologists...or simply, nothing is really impossible in this world we're living in most specially when it comes to development of new media technologies.People's minds or mode of thinking are becoming more innovative and advanced.
To sum it up, the most important thing is we should know how to maximize these emerging new media for our own benefit and improvement but we must safeguard ourselves to make sure that we wouldn't be totally dependent on it...furthermore, we shouldn't be the one to be carried away by the current of new media but we must be the one to carry the current of new media for our own improvement and we should be wise to choose all the good application of new media that we can maximize while at the same time abstaining from it's harmful compartments that may lead our life to destruction and addiction.
Thank you.
