During the 21^st century, media (channels of communication such as newspapers, radio, and television) have been highly impacted by technology. Due to the Internet, news organizations and other professionals in the areas of marketing, advertising, and public relations have had to rethink how they go about achieving success. Digital technology related to the Internet has created a dynamic between communicators and their audiences that did not exist in the past. The Internet gave rise to social media that has transformed the ways in which humans seek, exchange, and share information.

Communication, Technology, and Media

Communication is how society spreads information and ideas that are shared by individuals within their culture. It influences public discourse, politics, and the dissemination of information in general. Thus, it impacts the evolution of culture within society. As channels of communication, media facilitates the sharing and exchanging of information, and as such it, too, impacts culture. Technology has always been a part of media. History demonstrates the relationship between technology and media. The printing press was the medium that led to widespread reading; telegraphy led to the telegraph and the telephone; broadcasting (radio and television) led to media that widely distributes information among the masses; and fast forward to the 21^st century that has seen digital technology related to Internet change the way that communication flows.

The 21^st century has witnessed the evolution of technology related to the use of Internet as a means of communication that has impacted the way that humans communicate. Due to the Internet, the control over the flow of information through digital communication channels is in the hands of the audience where it once was controlled by media organizations. The smartphone is now the device of choice for a majority of Internet users. “Smartphones currently account for 70 percent of the total digital media time in the U.S.” When addressing the question of whether the smartphone has reached its peak in terms of its ability to connect people for the sake of communicating and seeking information, virtual reality (VR) is an emerging technology that comes to mind. VR is a digital product that has not been explored to its full potential as it relates to new ways that professional communicators can further engage audiences by creating novel experiences that attract their attention.

Virtual Reality and User Experience

At this point in the history of mass media, virtual reality seems to be a new way for audiences to experience communication. Through the use of virtual reality (VR), users can immerse themselves in a news story or immerse themselves into trying out new products before purchasing them. An example of the emerging use of VR is brands increasingly incorporating a form of virtual reality – augmented reality (AR) in their marketing strategies. AR involves overlaying a virtual image over on the real world. AR does not totally immerse the user in the application through a headset – like VR does, rather it only requires a phone or desktop application (Pokeman Go is an example of such technology).

VR can also be used in journalism to tell stories that immerse the audience for a different type of user experience. This appears to be in line with the concept of convergence journalism, where journalists are encouraged to use digital tools that bring a story to life for the reader.

“New technologies have expanded the ways in which journalists can organize, illustrate, and present news stories online. Video, animation, curating links, games, words clouds, and timelines are just a few of the tools that can expand the news story narrative for both those presenting the news and those interacting with it” (Kolodzy, 2013, p. 95).

The emergence of VR as a tool for communicating can be seen in its adoption by Mark Zuckerberg (CEO of Facebook) into his new Metaverse. Metaverse is 3D spaces in Facebook that “will let you socialize, learn, collaborate and play in ways that go beyond what we can imagine” (Metaverse, 2021, para 1). The fact that Facebook is incorporating 3D virtual spaces into its platform is an indication that VR is not only emerging as a tool for exchanging information, but that it is already here.

References

Kolodzy, J. (2013). Practicing convergence journalism. New York, NY: Routledge.

Lin, Y. (2021). July 20). 10 mobile usage statistics every marketer should know in 2021 (Infographic). Oberlo. https://www.oberlo.com/blog/mobile-usage-statistics

Metaverse. (20210. Connection is evolving and so are we. https://about.facebook.com/meta?utm_source=Google&utm_medium=paid-search&utm_campaign=metaverse&utm_content=post-launch

In 1964, Marshal McLuhan coined the phrase: The Medium is the Message. Although there is much debate about the actual meaning of the phrase, it points to the medium that is used to convey a message (writing, speech, print) being as much about the medium as it is about the message itself, and that one medium leads to the development of another. However, an underlying premise is that as the medium changes to include and evolve other forms of media, so do society and culture change and evolve. From the spoken word to the creation of the Internet, messages circulated via communication through media have influenced how cultures evolve, as depicted in the video The Medium is the Message. Through this depiction, it is shown that beginning with oral language to the creation of the Internet, mass media and culture have simultaneously evolved as a result of media expanding itself through technological advancements (writing to print to telegraphy to radio to television to the Internet to social media). “The technology that transfers the message changes us and changes society – the individual, the family, work, leisure, and more” (Anderson, 2015,n.p.).

The Internet, and especially social media, amplify and intensify social trends that lead to changes in culture (e.g., social protests, children withdrawing from traditional family life to create their own social spaces, niche communities where like-minded people gather remotely to discuss ideas, etc.)“If the experience of printing serves as a precedent, it is likely that digital technology will not simply intensify cultural trends but also provide resources for reinterpreting its meaning” (Furedi, 2013, para 17). This gets back to McLuhan’s The Medium is the Message. As technology generates new media tools, it will also change the way that humans communicate through these tools. As the means of communication evolve from one tool to another, so too does human interaction, which can ultimately lead to evolving viewpoints and ideas that impact society and culture in one way or another.

Resources

Anderson, G. (2015, January 27). Has technology changed us? The medium is the message. BBC Radio 4 [Video]. YouTube. https://www.youtube.com/watch?v=Ko6J9v1C9zE

Furedi, F. (2013). How the internet and social media are changing culture. Aspen Review. https://www.aspen.review/article/2017/internet-social-media-changing-culture/

Technological advancements in mass media have given rise to a free and open culture of communication. The Internet opened up the world by providing a means for people around the globe to connect to one another through social networks. Social networks such as Facebook, Twitter, Instagram, and the like, allow previously unconnected individuals to socially interact and form relationships that help shape society. “Mass media has completed a paradigm shift from content and programming we chose to accept, to content designed to shape our society” (Dean, 2010, para 14). Social networks gurus like Mark Zuckerberg (Facebook CEO) believed that making the Internet more social makes society more democratic: “People sharing more — even if just with their close friends or families — creates a more open culture and leads to a better understanding of the lives and perspectives of others…” (Gustin, 2012, para 5). This democratization of information is, perhaps, one of the greatest achievements of the Internet (and especially social media) because the open exchange of information between vast numbers of individuals shifted the power of mass media to the public.

Before the proliferation of social media, mass media primarily consisted of print, radio, and television. These were closed systems that controlled the types of information that humans were exposed to in terms of education, news, and entertainment. Because of social media’s ability to facilitate the open exchange of information, audiences are able to openly engage with professional communicators (e.g., news organizations and marketers) through avenues such as comments on blogs and chat rooms, that influence how information is presented to them. This engagement has led to mass media restructuring their business models to accommodating the needs and wants of their audiences by gaining an understanding of them through two-way communication on social media versus a one-way communication that pushes news, ideas, and information to them. Gustin (2012) points out that the power of the Internet is a force for social connections as well as social and political change, with three main features: “it’s democratic, because everyone in the free world has access to the same internet; it’s meritocratic, because success on this platform is a function of one’s ideas, not traditional categories of wealth or class; and its viral, because the web enables good ideas to spread at light-speed and reach millions” (para 4). Bad ideas are also spread via the Internet (as demonstrated by the struggles that Facebook and other social media channels are experiencing with the spread of misinformation, volatile rhetoric, and potential violence); however, this does not negate the fact that the free exchange of information has led to a more free and open culture of communication.

Resources

Dean, G. (2010). A mediated culture. Marketography. https://marketography.com/2010/11/23/a-mediated-culture/

Gustin, S. (2012, February 02). Why facebook’s ipo matters. Time. https://business.time.com/2012/02/02/why-facebooks-ipo-matters/

MarK Zuckerberg Image courtesy of Justin Sullivan – Getty Images

Thanks to digital technology related to the mass media channels of the Internet and social media, the world is globally connected. Information flows back and forth between users and developers of informational content. In the past, the information flow through media channels was one-way. The Internet and social media have made it such that information flow is now two-way between the sender and the receiver. Receivers no longer idly stand by while information is disseminated to them from senders (newspapers, magazines, marketers, etc.). Audiences are now able to fully engage with the senders in ways that demonstrate their needs and wants. Thus, society’s expectations have changed when it comes to mass media. Whereas in the past, mass media dictated how, when, and where information was disseminated, audience members are now in control over the communication process. These changes in expectations can be traced to the digital technology which changed the dynamics between mass media and audiences, namely the Internet and social media.

The 24/7 availability of information through digital technology means that it can be accessed at anytime and anywhere. The channels of mass media must now determine the needs of audiences so that they can address them in ways that attract their attention. Convergence journalism (getting the news out to audiences when, where, and how they want it) is an example of how the public demand for engagement with disseminators of information has changed the relationship between mass media and its audiences. In her discussion of convergence journalism, Kolodzy (2013) explains that modern consumers of the news want to check out, choose, and collaborate with journalists and that digital tools such as social media allow them to do so. Furthermore, the digital devices (e.g., mobile phones, laptops, digital cameras, etc.) that audiences use to engage with journalists through social media has led to citizen journalism where citizens now participate in reporting the news. “The means to publish is now in the hands of citizens, while the internet encourages new forms of journalism that are interactive and immediate” (Ward, 2021, para 2). This evolution points to technology’s influence on what consumers of news and information expect in terms of how, when, and where, they get it.

Resources

Kolodzy, J. (2013). Practicing convergence journalism. New York, NY: Routledge.

Ward, S.J.A. (2021). Digital media ethics. University of Wisconsin-Madison. https://ethics.journalism.wisc.edu/resources/digital-media-ethics/

Digital media has transformed the journalism landscape. Gone are the days when print and broadcast journalism dictated when and where the news was delivered (e.g., six ‘clock news on tv or morning radio news on the ride to work). Although these sources of news still exist, statistics indicate that 86% of Americans get their news through smartphones, computers, and laptops. Furthermore 53% of adult Americans get their news through social media. In light of of the widespread use of digital media for news consumption, it behooves journalists to become proficient in the use of digital media tools to perform their jobs. This is especially important insofar as it relates to competition for audiences. Not only do audiences get their media through digital media, but they also participate in the narrative by commenting, sharing, and telling their own stories. If consumers of news are getting it through digital devices, then, journalists must compete in the digital arena. This calls for journalist to become proficient in using digital media as a means of reaching audiences and engaging with them.

In addition to the traditional skills of interviewing, reporting, writing and ethics, five important skills that are needed by modern journalists to keep up with ways that audiences consume digital news are: (1) Search engine optimization (SEO) that involves using words that will improve search results that drive traffic to your site/organization; (2) audience building skills to understand audiences and create content tailored to their needs (videos, social media posts, blogs posts, etc.); (3) digital journalism skills related to social media and live streaming skills (e.g., live streaming on video on Twitter from a mobile device and developing infographics), ; (4) editing videos and photos to curate eye catching content; and (5) mobile journalism that connects with the public (e.g., take and edit photos, report in real-time, publish stories on the go). Learning to utilize these digital tools will enhance journalists’ ability to reach audiences through digital media that most audience members use to consume their news and information.

Resources

Pew Research Center. (2021, January 12). More than eight-in-ten americans get news from digital devices. https://www.pewresearch.org/fact-tank/2021/01/12/more-than-eight-in-ten-americans-get-news-from-digital-devices/

Pew Research Center. (2021, January 12). News use across social media platforms in2020. https://www.pewresearch.org/journalism/2021/01/12/news-use-across-social-media-platforms-in-2020/

St. Bonaventure University. 10 journalism skills every modern journalist needs to have. https://online.sbu.edu/news/journalism-skills

The field of public relations (PR) has had to adapt to evolving technology, much like other communication fields. Gone are the days when press releases were written and oftentimes hand delivered to news outlets, when stories were pitched to provide a favorable image of individuals and organizations, or when relationship building meant developing lists of media contacts. Technology has changed the work of PR professional in terms of the strategies that must now be employed to effectively perform the duties of their jobs. Social media, self-publication formats, video production, and data analytics now drive how PR professionals manage the tasks of developing and disseminating news releases, telling compelling stories that connect audiences with brands, and building meaning relationships that can enhance the images of their clients. These changes call for developing new skills and training to help PR professionals meet the demands of modern public relations. As technology evolves, PR professionals must adapt to technological change by evolving their strategies to ensure that PR remains relevant in promoting brands and their public images.

The skills and training needed by today’s PR professional include:

• Social media management to monitor trends, create content, and increase SEO.
• Data analytics to inform future PR campaigns and improve current ones.
• Film and edit videos (videos will account for 82% of traffic on the Internet by(2022) .
• Create content for temporary consumption (learning to use apps such as Snapchat)
• Prepare social media press releases.
• Learn how to use social media influencers in PR campaigns.
• Graphic Design – create logs, websites, social media accounts, etc.

References

Be Inspired. (2020). The benefits of graphic design on your pr strategy. https://beinspiredpr.com/blog/graphic-design-pr-strategy

Chadwick, S. (2021, March 06). How social media is changing the future of public relations. Neal Schaffer. https://nealschaffer.com/social-media-shaping-future-public-relations/

ReBlonde. (2021, August 22). How technology has changed public relations strategies. https://www.reblonde.com/2021/08/how-technology-has-changed-public-relations-strategies/

Streaming Media. (2020, December 03). Video will grow to 82% of internet by 2022: Interdigital/futuresource report. https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=144177

Technology has led to the development of a new type of marketing professional – the digital marketer. Because marketing is shifting away from competitive advertising to activities that involve data collection and distribution, marketers are increasingly using digital tools to develop and distribute their campaigns. For example, in order to better understand businesses and consumers, today’s marketers use digital channels, such as social media marketing, customer relationship management systems, marketing on the web, banner ads, sponsored online content, blog posts, online reviews, and mobile ad formats. A major part of marketing is research. These channels facilitate research that helps marketers gather and distribute information that is used to create campaigns that can to appeal large audiences or to an audience of one. As such, marketers must develop the skills that enhance their ability to understand what consumers want to see and how they want it delivered to them (channels). These skills relate to garnering feedback through engagement with consumers. According to McKinley Marketing Partners, 61 percent of marketing managers indicated that they would hire for digital marketing skills in 2019. This indicates that learning digital skills will enhance employability for marketing professionals. Digital marketing skills include:

• Copywriting – persuasive writing that gets buyers’ attention and inspire them to action (e.g., sales pages and ads).
• Search engine optimization (SEO) – improve search engine results by using keywords.
• Social media marketing – build followers of brands through meaningful engagement.
• Learn to use marketing automation and technology tools (e.g., HubSpot) to track the path of buyers from the time they first become aware of a brand to the final purchase.
• Audience building – understanding who buyers are and using content and digital communication (e.g., social media) to attract and keep their attention.
• Project management – staying organized and working well with others for ease of coordinating with multiple stakeholders (e.g., writers, designers, e-mail marketing team.
• Data Analysis – use data analysis tools, such as Google Analytics Academy, to track and measure the impact of marketing strategies.
• Content Writing – writing that educates and entertains audiences in ways that attract them and turn them into customers and/or repeat buyers (e.g., blogs and podcasts).

References

Boudinet, J. (2021). 9 digital marketing skills the best companies look for (and how to get them). themuse. https://www.themuse.com/advice/digital-marketing-skills#gettingshitdone

Dobbs, D. (2020, April 12). Content writing vs. copywriting in digital marketing: What’s the difference? Forbes. https://www.forbes.com/sites/forbesagencycouncil/2020/08/12/content-writing-vs-copywriting-in-digital-marketing-whats-the-difference/?sh=51bc21003cea

Lysak, A. (2020, September 22). The impact of new technology on marketing. Digital Doughnut. https://www.digitaldoughnut.com/articles/2020/september-2020/the-impact-of-new-technology-on-marketing

McKinley Marketing Partners. (2019). 10 key insights from the 2019 from the 2019 marketing hiring trends report. https://mckinleymarketingpartners.com/2019/02/10-key-insights-from-the-2019-marketing-hiring-trends-report/