Apocalypse Now And Then (The Changing Media Environment)

As addressed by Bowman and Willis, the Internet “is a unique phenomenon that has delivered not just technological innovations but become a conduit for change, accelerating the rate, diversity and circulation of ideas.” It can also be seen that over the course of its existence, the Internet and its associated technologies, applications and services have created many new forms of media consumption and cultures of use. This has consequently marked a change in audience media consumption.

According to Jenkins, convergence is “where old and new media intersect, where grassroots and corporate media collide” and represents both a top-down corporate driven process and a bottom-up consumer driven process. This paradigm shift has forced media companies to re-think old assumptions of consumer behaviour, and acknowledge their presence and importance as produsers. Jenkins argues that if old consumers were to be considered predictable and stationary, isolated individuals who were compliant, then new consumers are to be regarded as migratory, socially connected and resistant, demonstrating a declining loyalty to networks and media, who prefer to take media into their own hands. This characterisation successfully demonstrates the power of the consumer on the media.

As suggested by Jenkins, media companies need to re-think their assumptions and approach to audiences in order to maintain their presence within the creative industries. User-driven content, in particular citizen journalism, demonstrates the capabilities of audiences as producers. If companies fail to subscribe to the demands of their audience, then the migratory nature of the new consumer may subsequently result in that company or product having no audience. And no audience nullifies the product’s commercial appeal. Advertising has traditionally provided the main source of income for media owners, and has historically represented a force which sustains all commercial media. Jenkins argues that the political economy will need to “shed its assumption that all participation in the consumer economy constitutes cooptation” he also argues that emphasis should be placed upon how consumers are influencing the production and distribution of media content. Conglomerates must cease resting upon their laurels of market concentration significantly aided by government policy, and instead find a way to reverse public dissatisfaction with corporate media.

In addition to restricting media ownership attention needs to be placed upon redefining intellectual property rights and redesigning the digital economy. In addition to governmental censorship and corporate control, the new media environment has raised concerns surrounding the ownership of intellectual property. Organisations such as the Creative Commons exist for this purpose, but more needs to be done to manage the exchange and ownership of intellectual property rights within the new economy. The current commercialisation of online content is believed to responsible for significantly hindering the development of the Internet and its content. In order to begin identifying a successful digital economy, the relationship between the traditional media producers and the consumer requires renegotiation. Hereby an understanding needs to be reached between the two parties in order to establish a cohesive and balanced new media environment that is productive and that effectively communicates the needs of producers and consumers alike.

Therefore in order to sustain a successful and productive new media environment, mutual appreciation between media companies and producers and consumers must be established. Rather than concentrating on hindering legal action and commercial gain, interest needs to be placed upon developing a strategy for the future which satisfies all parties. To make this possible media companies must recognise the importance and value of the consumer, and re-think their assumptions subsequently refocusing their product and content towards the modern audience and the digital environment.

References:

Goggin, Gerard. (2006) “The Internet, Online and Mobile Cultures”, in S. Cunningham and G. Turner (eds) The Media and Communications in Australia, Crows Nest: Allen & Unwin, pp. 259-278

Jenkins, Henry. (2004). The cultural logic of media convergence International Journal of Cultural Studies, 7 (1), 33-43.

Sinclair, John. (2006) “Advertising”, in S. Cunningham and G. Turner (eds) The Media and Communications in Australia, Crows Nest: Allen & Unwin, pp. 209-226.