Media Essays Media Traditional Television

Media Essays Media Traditional TelevisionMedia Traditional TelevisionMedia overlap is ineluctable as impudentlyborn media challenges the dominance of tralatitious media and conventional media reacts to this challenge. Discuss.IntroductionMedia convergence has become an issue over the last disco biscuit years as raw(a) technologies much(prenominal)(prenominal) as the earnings and computers have become intermingled with tralatitious media such as television and unseasonedspapers. This media convergence transcends social, cultural, economic, scientific and industrial changes, all of which exit be discussed in the dissertation (Jenkins, 2006, pp. 3-5).This convergence can happen in a number of appearances, but the main focus is on the convergence of types of media technology in society and inside the media industry itself (Bell, 2006). This is generally thought of as new media such as computers colliding with handed-down media such as television and print media (Frankl in, et al, 2008). asunder from the technological convergence, the dissertation exit also interpret at how audiences argon engaging and making sense of these technologies. This is often referred to as cultural convergence within media (Jenkins, 2008).The conundrum to be addressed here is whether or not media convergence within technological and cultural terms is inevitable as new media pushes in advance and challenges traditional media forms. Although it is clear that technological convergence is pass onring, the problem is more complex than this and also includes transitions within culture, the media industry, markets, genres and audiences (Jenkins, 2004, pp. 37-41). Therefore, the problem posed here is how to look at the challenge to traditional media from new media, and how the traditional media is responding. Is this pattern of challenge and response leading to an inevitable convergence of media in all aspects?Methodology In crop to make this question, the researcher dep art use the method of document analysis throughout the dissertation. Document analysis is a qualitative method of reviewing the content and meaning of texts, and is tolerate in this case because of the accessibility of documented evidence and opinion on the proceeds of media convergence. A qualitative method is take awayed in a subject like this because the key elements of research atomic number 18 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 can be difficult to use textual analysis, because a hypothesis needs 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 re search.Document analysis also allows the researcher to look at the specific cultural and social context of media documents, as well as using primary, secondary and general documents to create a full simulacrum of the research problem. There will be a large 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 audition 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-based and audience-based level would constitute (Durham and Kellner, 2006). Then in that respect will be a review of the literature on the e coalescence of new media and its challenge to traditional media in a t echnological, 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 and print media (Lawson-Borders, pp. 27-43). A section will then control the issues of media convergence in light of the challenges and responses between traditional and new media.To illustrate many of these challenges in a real-world setting, 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 particularly relevant 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 R eviewThe emergence of new media and its challengeThe major challenge from new media has come from technological innovation 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 about what constitutes new or old media as put forward by Manovich (2001), but rather it will be content with the idea that new media includes computers, the Internet and digital mobile devices 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 med ia (McQuail, Siune, and Euromedia Research Group, 1998, pp. 1-3).New 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 news websites and feeds (Digital Spy, 2008) have changed the parameters of what constitutes media in todays world.not sole(prenominal) has new media changed the technological parameters, but it has changed the market and cultural climate of media as well. There have been questions about 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 aud iences are now viewing media, and with the media and social culture so closely linked this has helped change social attitudes. 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 orderive tool for furthering democratic change than traditional media, despite the conceptual difficulties of putting this into practice (Barnett, 1997, pp. 211-216).An new(prenominal) area that has been changed by this new media challenge is the actual teaching of media and journalism. New media has meant that journalists in traditional media need to understand the new ways of broadcasting and delivering information effectively, particularly in light of how politically controlled the finances and content are of many traditional news media organizations.The education has shifted from traditional media to multi-media (Qu inn, 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 understanding that this type of media is now part of the adorn 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 of technological convergence this was inevitable in the sense that new technologies that can give a competitive 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 cutting-edge 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 structure for storing media and content has changed as ICT has progressed, and has created the need for traditional media to be more instant in its deployment of content and services (Lindqvist and Siivonen, 2002). Established print media firms have embraced the new media to help expand their services and reach untapped audiences. For example, The Guardian now has a full online media section that allows it to reach a far larger and more varied audience than previously possib le 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. preferably than being run by big business, convergent press forms such as journalism sites are now run by journalists themselves (European diaryism Centre, 2008).The resources addressable for the consumers and journalists have increased drastically, as has the ease with which information can be accessed (first principle, 2008, and Future 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 ad has also been changed, with print media companies now creating websites 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 Research 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 communications regulations in place (OFCOM, 2008).Perhaps close crucially the convergence has allowed for television audiences to be more widely recognized and understood. It is now 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 Digest, 2 008).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 itself is perhaps more focused on technological convergence than a complete convergence of attitudes and processes.The major effect of convergence at this time appears to be the digitalization of traditional media. A lthough this has not completely changed the way in which traditional journalism is handled, it has changed its presentation and also brumous the lines between larger corporations and smaller 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 slay is one such example, perhaps the first of its kind. In this case the new media and traditional media fed off each other for information and opinion, and not but in a technological sense.Whilst some question the strain in ethical 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 still not clear whether complete media convergence is in fact inevitable. It seems that much susceptibility depend upon the consequences of such a convergence (Anderson and Elckelman, 1999), as well as the reaction from audiences an d 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 instruction 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 ass ociated 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 extreme 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 extremely 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 combine 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. ABC Website. (Online). useable at http//www.abc.org.uk/cgi-bin/gen5?runprog=nav/abcbreadcrumbonly=ydf=yp=type=mainmenuid= (Accessed 20th opulent 2008).Adoni, H., and Nossek, H., 2001. The new media consumers Media convergence and the displacement effect. confabul ations, 26(1), pp. 59-83.Advertising Research Foundation., ARF Website. (Online). for sale at http//www.thearf.org/ (Accessed 22nd August 2008).Akhavan-Majid, R., 2004. commode Media Reform in China. Gazette, 66(6), pp. 553-565.Altheide, D.L., 1996. Qualitative Media Analysis Qualitative Media Analysis (p) plugged-in Research. capital of the United Kingdom SAGE.Anderson, J.W., and Elckelman, D.F., 1999. Media convergence and its consequences. Middle East Insight, March/April 1999, pp. 59-61.Barnett, S., 1997. New Media, Old Problems. European Journal of Communication, 12(2), pp. 193-218.Bell, E., 2006. Media convergence is the buzz, but who knows what it means?. The Guardian, Saturday 15th July, 2006.Blackman, C.R., 1998. carrefour between telecommunications and other media How should regulation adapt?. Telecommunications Policy, 22(3), pp. 163-170.Broadcast Audience Research Board Limited., 2008. BARB Website. (Online). Available at http//www.barb.co.uk/index1.cfm (Accessed 22nd August 2008).Digital Spy., 2008. Digital Spy RSS News Feed. (Online). Available at http//syndication.digitalspy.co.uk/rss_news/dsmedianews.xml (Accessed twenty-third August 2008).Donald, S.H., Keane, M., and Hong, Y., 2002. Media in China Consumption, Content and Crisis. London Routledge.Durham, M.G., and Kellner, D., 2006. Media and Cultural Studies Keyworks. Malden, MA Blackwell Publishing.European Interactive Advertising Association., 2008. EIAA Website. (Online). Available at http//www.eiaa.net/index.asp (Accessed twenty-first August 2008).European Journalism Centre., 2008. EJC Newsletter and Website. (Online). Available at http//www.ejc.net/ (Accessed 23rd August 2008).Fallahkhair, S., 2003. Media convergence An architecture for iTV and mobile phone based interactive language learning. School of Computing and Information Sciences. Available at http//eprints.brighton.ac.uk/2883/01/Mediaconverge.pdfFranklin, M., et al. 2008. Debate pull up stakes Web and Television Converge? (O nline). Available at http//graphics.stanford.edu/bjohanso/cs448/ (Accessed 22nd August 2008).Future Foundation., 2008. Future Foundation Website. (Online). Available at http//www.futurefoundation.net/publications.php?disp=462 (Accessed 22nd August 2008).Garofoli, J., 2007. Viriginia Tech Massacre New-media culture challenges limits of journalism ethics. San Francisco Chronicle, April 20th, 2007.Guardian News and Media Limited., 2008. The Guardian Online. (Online). Available at http//www.guardian.co.uk/media (Accessed 22nd August 2008).Haymarket Media., 2008. Brand Republic. (Online). Available at http//www.brandrepublic.com/ (Accessed 22nd August 2008).Henten, A., Falch, M., and Tadayoni, R., 2003. Some Implications for Regulation of ICT and Media Convergence. World Dialogue on Regulation for Network Economies (WDR). Available at http//www.regulateonline.org/2003/pdf/wdr0202.pdfHong, J., 1998. The Internationalization of Television in China The Evolution of Ideology, Society, and Me dia Since the Reform. Westport, CT Praeger.Jenkins, H., 2004. The Cultural Logic of Media Convergence. International Journal of Cultural Studies, 7(1), pp. 33-43.Jenkins, H., 2006. Convergence Culture Where Old and New Media Collide. New York New York University Press.Jenkins, H., 2008. Media Convergence. (Online). Available at http//web.mit.edu/cms/People/henry3/converge.html (Accessed 21st August 2008).Kawamoto, K., 2003. Digital Journalism Emerging Media and the Changing Horizons of Journalism. Oxford Rowman and Littlefield.Lawson-Borders, G., 2003. Integrating New Media and Old Media Seven Observations of Convergence as a Strategy for Best Practices in Media Organizations. JMM The International Journal on Media Management, 5(2), pp. 91-99.Lawson-Borders, G., 2005. Media Organizations and Convergence Case Studies of Media Convergence Pioneers. Mahwah, NJ Lawrence Erlbaum Associates.Lindqvist, U., and Siivonen, T., 2002. Integration and Convergence in the Media Field. Paper from the 29th IARIGAI Research Conference on September 8-11, 2002 at the Lake of Lucerne, Switzerland. Available at http//www.vtt.fi/inf/julkaisut/muut/2002/iarigai2002.pdfLister, M., Dovey, J., and Giddings, S., 2003. New Media A Critical Introduction. London Routledge.Manovich, L., 2001. The Language of New Media. Cambridge, MA MIT Press.McQuail, D., Siune, K., and Euromedia Research Group., 1998. Media Policy Convergence, Concentration, and Commerce. London SAGE.Nilsson, A., Nulden, U., and Olsson, D., 2001. mobile Media The Convergence of Media and Mobile Communications. Convergence The Journal of Research into New Media Technologies, 7(1), pp.34-38.OFCOM., 2008. Office of Communications Website. (Online). Available at http//www.ofcom.org.uk/ (Accessed 20th August 2008).Quinn, S., 2001. Media convergence Implications for journalism education. Australian Studies in Journalism, 10-11, pp. 84-105.Screen Digest., 2008. Screen Digest Website. (Online). Available at http//www.screendigest .com/ (Accessed 21st August 2008).Stokes, J.C., 2003. How to do media and cultural studies. London SAGE.Tan, Z., 1999. Regulating Chinas Internet convergence toward a coherent regulatory regime. Telecommunications Policy, 23(3-4), pp.261-276.Thorburn, D., Jenkins, H., and Seawell, B., 2003. Rethinking Media Change The Aesthetics of Transition. Cambridge, MA MIT Press.Ure, J., and Xiong-Jian, L., 1999. Convergence and Chinas National Information Infrastructure. In M.Hukill, R.Ono and C.Vallath eds. Electronic Communication Convergence Policy Challenges in Asia, Singapore. Available at http//www.trp.hku.hk/papers/2001/china_convergence.pdfWARC., 2008. World Advertising Research Centre. (Online). Available at http//www.warc.com/Default.asp?ID=1 (Accessed 21st August 2008).Weare, C., Levis, T., and Raphael, J., 2001. Media Convergence and the Chilling Effect of Broadcast Licensing. The Harvard International Journal of Press/Politics, 6(3), pp. 47-70.Wilkinson, J.S., 2008. Media Converge nce and the Implications for Audiences, Institutions, and Journalism Education. (Online). Available at http//www.rthk.org.hk/mediadigest/20080415_76_121820.html (Accessed August 23rd 2008).Zenith Optimedia., 2008. Marketers Portal. (Online). Available at http//www.marketersportal.com/ (Accessed 21st August 2008).