Sruti Ahmed

COMM601

Thought Question Ch#12

The chapter focus on the usage of digital technology in mass media and its impacts on our

society and the future of the media. The changing media landscape, locally and globally, is

bringing certain challenges and opportunities with it. Did Technology lower the barriers to entry

or did it make it difficult for traditional media to keep up the pace? To what extent digital media

is challenging traditional media and its privileged role as gatekeepers of news and entertainment?

In a highly competitive industry, those unable to reinvent themselves are finding themselves left

behind. With the advent of the digital age, Media has transformed the way news and

entertainment content is disseminated around the world. Even if it broadened distribution to a

global audience, the people who only have access to traditional media are being deprived from

the news and entertainment. As more media corporation is focusing on digital media and

lessening the number to traditional ones.

An increase in the demand of digital media in a borderless world has encouraged many countries

to a new era of fast-moving competitive media sector. However, developing countries are not

improving the same way as the developed ones. Is it broadening the digital divide and their

ability to consume information among countries? The questions that need to be asked concerning

the huge shift in media due to digital innovation are – How will this shift from mass media to a

form of network media impact on the content of media? How will it impact the wider media

culture and how will it be used and adapted in turn? How has the News used corporate messages

to respond to the changing media landscape?