New and digital media offers media institutions different ways of reaching audiences. Consider how and why media institutions are using these techniques. (48 marks)
New and digital media offers media institutions different ways of reaching the audiences such as using paywalls to get more subscribers, newspapers increasing their costs, on demand, and many more. Print Newspapers are on decline due to new and digital media as audiences can now access the news online on their smartphones, tablets and etc, it is easy and quick for them as they have the device on the go. As print newspapers have been impacted by an large middle class demographic audience, revenues have decreased causing companies to increase their prices, for example 'The Sun' used to be 20p now it is 40p. However as the new audience decide to answer to online content, their is still a traditional audience who still buy print newspapers as it is something they prefer rather than going online as they would be a resigned older age. On the other hand some newspapers do not get effected by the income of new and digital media as they take advantage of it by creating online news where middle class, working audiences would pay to access this content on the go, increasing paywalls and audiences to interact. Moreover another media institution would be on demand, audiences are now entitled to time shift their programmes to a time when suits them therefore programmes such as watershed would not be exactly at the watershed time as audiences will be able to view it at any time they want including younger audiences so their is no regulations. Scheduling is no more in today's society as new and digital media has changed this all including advertisements to be mostly viewed online rather than television as audiences hardly watch TV any more.
The print media also gives an opportunity to target a younger audience, as print newspapers include sports, which most young male audiences are attracted too. Sports is a big topic which attracts a large audience including younger demographics, it has become easier for younger audiences to access online newspapers now by using the latest devices introduced such as tablets, smartphones and more. The new and digital media may impact a younger audiences by using technologies for educational purposes and learning in school, however there could also be disadvantages such as less concentration, access to pornography and more that is not related to education. The biggest concern is pornography as there is no restrictions for these sites and anyone can access it, causing distraction for young audiences.
Audience now create their own content such as recording live events and uploading them onto social media sites such as Facebook, YouTube and more for others to view. This is usually called Citizen Journalism as audiences are now creating the live news, a good example to this would be the Arab Spring. The Arab Spring was a huge impact to new and digital media as trapped civilians found using their smartphones to record live events and post up online to raise awareness of what is really happening in western countries. Citizen journalism allows audiences to find news reliable as it is live events whereas the actual News would be believed to be exaggerated therefore audiences are brainwashed. Moreover user generated content is a big advantage to citizen journalism too as audiences share their opinions and by making the content popular on social sites therefore it would be recognized by governments and news. User generated content allows audiences to share and interact with others about their opinions.
The print media also gives an opportunity to target a younger audience, as print newspapers include sports, which most young male audiences are attracted too. Sports is a big topic which attracts a large audience including younger demographics, it has become easier for younger audiences to access online newspapers now by using the latest devices introduced such as tablets, smartphones and more. The new and digital media may impact a younger audiences by using technologies for educational purposes and learning in school, however there could also be disadvantages such as less concentration, access to pornography and more that is not related to education. The biggest concern is pornography as there is no restrictions for these sites and anyone can access it, causing distraction for young audiences.
Audience now create their own content such as recording live events and uploading them onto social media sites such as Facebook, YouTube and more for others to view. This is usually called Citizen Journalism as audiences are now creating the live news, a good example to this would be the Arab Spring. The Arab Spring was a huge impact to new and digital media as trapped civilians found using their smartphones to record live events and post up online to raise awareness of what is really happening in western countries. Citizen journalism allows audiences to find news reliable as it is live events whereas the actual News would be believed to be exaggerated therefore audiences are brainwashed. Moreover user generated content is a big advantage to citizen journalism too as audiences share their opinions and by making the content popular on social sites therefore it would be recognized by governments and news. User generated content allows audiences to share and interact with others about their opinions.
Pluralists could argue that it is their choice when to watch programmes as they are in control however a Marxists could still argue back that audiences use iPlayer, Sky+ and many more to watch their content as these players also include advertisement which is mostly viewed online more than television now, persuading or attracting audiences to products.
Section 2: Focus on News Corporation
Section 6+: Something from your independent case study
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