Report on Media Communication: Trends, Technologies, and Social Impact

This report provides an in-depth analysis of media communication, examining key concepts such as the demotic turn, active vs. passive audiences, and the advantages of social media platforms. It delves into media convergence, exploring the merging of various mass communication entities, and discusses the impact of technology on communication. The report also covers the different types of social media, web feeds, the importance of social presence, and the trend of persistent media multitasking. Furthermore, it explores the attention economy and media engagement infrastructure, concluding with a discussion on video metrics in marketing. The report draws on various academic sources to support its findings and provides a comprehensive overview of the evolving landscape of media communication.

Running head: MEDIA COMMUNICATION
MEDIA COMMUNICATION
Name of the student
Name of the university
Author note

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Table of Contents
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Week 1:
1. The constant increment in the rate of public interaction and attention, in turn resulting in
increase of public presence in media in the modern world is termed as the demotic turn in
communication platform (Turner, 2013). Developed studies show, this serves as a means of
examination of local or common commodities ranging in the near hot spots within the media
range and cultural studies. There is a requisition of proposition stating that this field is a sheer
carrier democratizing politics.
This is a field highlighting the strength of common people and eventually they rule. The
increase in local people participation especially in the production related to news and
communication has led to the fusing of news and entertainment (Moyo, 2013). Citizen logging
has led to a wider range of mass communication with increase in views, opinions and suggestion.
2. In the genre of the media studies, analysts now prefer audience perspective of texts rather than
the media effects. For the audience to be active enough they require to break the barrier of being
a culturally doped commodity, who would believe in any context that is being proposed to
him/her by the media, which forms a passive approach. While in an active framework, researches
show different people all over the globe accepts a media text or message but in different ways
and hence the responses are different. Active audiences use rationales for criticism of approaches
made politically or through media communication (Kwak, 2012). Active audiences are hugely
sourced from the largest platform possible, the Internet via all the social platforms.
Passive audiences are followers while active audiences access control by engaging in the
communication content. An active audience needs to be responsive and not weak-willed.

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3. In context of the social media and the exploration between the senders and the receivers few
pointers are crucial to note about the advantages the social media has introduced. The factor of
vividness helps to produce a sensory depth leading to an enriched experience. The factor of
synchronization determines the degree to which the deliverables and responses are simultaneous.
The pacing is the direct control over the speed of delivery and the sequential arrangement of the
required product (Scolari, 2012). The transfer mode that access the mode of exchanging of
materials between a sender and receiver ranging from one to one or to many is easily detectible.
The prime factor enhancing each one is the interactivity between one or many entities inclusive
of people and/or tools. Social media platforms prove to be essential by providing the medium.
4. Media convergence is primarily referred to the merging phenomenon of mass communication
entities such as print, radio transmission, television, and the web technologies and likewise with
the portable devices and the interactive technicalities through digitalization. Computer
networking proves to be of great help. Another context supporting this is the economic strategies
to link communication and digitalization.
Technologies accelerating the processes of computing, storage, communication and
content through methodologies using software application can enhance the media convergence.
Few categories of media convergence means is attracting the attention in recent history
(Newman & Levine, 2012). Firstly, voice or video involving data transmission, secondly
wireless devices and the web technologies and finally the web linked with the broadcasting
media, are viable means. While factors like consumer driven platforms and digital domination
are the challenges in this purpose.

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5. Specific durations in history have a specific medium that determines the essence of the
changing society and demands, which becomes the dominant means of communication. In this
modern world, communication technological forms the determinant medium of messages, as a
result of the social change. With increasing amount of technical supports and applications,
involving encouragement and demands to communicate via this method, through every angle of
criticism it can be stated that media technology is the real soul of connection and business. It is
the sole determinant for society interactions (Scolari, 2013). By deriving, the consistent human
achievement involving technology this can be categorized as technologically deterministic.
Week 1:
1. There are various types of social media potentially benefiting variant business platforms. Each
medium differs from in the other and excels in its own genre (Davenport et al.,2014). The
differences in the operations and facilities provided by them can differentiate the genres as
tabulated below.
Social Media Types Genre and Facilities
Social networks Helps to connect with internationally
Media sharing networks Share photos, videos and other media
transmission
Discussion Forums To share innovative news and ideas
Bookmarking and Content Networks Helps to discover, save and share views and
contents
Consumer Review Networks Helps in discovering and reviewing business
Blogging platforms & Publishing Networks Helps you publish views online
Social online shopping Networks To purchase online

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Economical Networks Sale of goods and services
Interest Broadcast Networks To share interests globally
Anonymous Social Network Supports you to communicate pseudonymously
Table 1:
2. The web feed is a device providing the users to update contents by uploading data specific to a
genre. Content distributors avail its subscribers to provide a feedback helping them to enhance
the infrastructure. Web feeds are in the form of HTML typically in sighting the contents
published by the users be it an employer or sender or a consumer, online (Hsu, 2013). It is a
documented platform comprising of web-links indicating different data about news on society,
politics, business or cultural reviews and updates.
While mobile telephones are the devices that help in media convergence. It is the
technological support or the means of digitalization via which the communication is possible. It
is a provider of support to media ecology helping the population to achieve access to various
available social media networks.
3. Social presence is a trend as well as a necessity in the modern world. In few cases, it becomes
essentially important to have a social presence as in the cases mentioned to this query. Firstly,
when you are to display the brand, this is an efficient way. Secondly, developing a community
based on loyalty via an emotional connection. In a world of digitalization, it increases the
exposure technically. This is the means to enhance the trust in your services. In a great way, it
reduces the marketing costs as the display helps in gaining the market position for a product.

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4. Persistent media multitasking is found to be a setting trend and methodology in every
organization. Series of analysis were made comprising the difference between the use of heavy
and light media multi-tasking. Cognitive approaches to control the dimensional differences
between the groups show that heavy media multi-tasking is comparatively more susceptible to
interference appearing from the environmental stimuli. Results show information processing
system is crucial to media tasking (Liberman & Liberman, 2017).
The major limitation is the irrelevant interference involved in heavy media tasking,
resulting in adverse performances from the users.
Week 1:
1. Attention economy is not similar to general economy, referring to a market genre in which the
consumers have the right to agree to receive services in return to their attention (Crogan &
Kinsley, 2012). This platform supports the personalized actions. This is an essentiality when one
approaches to provide service regarding their brand marketing but simultaneously, promotion of
any ethical commodity is not bound to receive any permission or presence of attention economy
as the organization involved itself has the right to access the media ecology for benefits.
2. The media engagement infrastructure is a planning platform utilized by the marketers in order
to understand the behavioral aspects of audiences or customer base, based social-media
marketing. It is a centralized theme in marketing functionalities like strategizing, tactful
management, metrics and the figurative of responses and profit (Crogan, & Kinsley, 2012).
As an analyst or a scientist, based on the researches it will be rightful to conclude that this
is the most effective method of enhancing interactions and affinity between the considered brand

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and its customer base. As it is only through engagement that trust and credibility can be achieved
for a brand, view or collaboration.
3. Depending on the purpose of the video metrics should be approached. The valuation to a value
video in marketing is obvious to people, as it can spread the message from the organization about
the brand to a huge mass involved in a rapid way. This proves to be beneficial for the brand.
Once the video goes viral it is suggestive to give the video marketing the best chance
possible. Choosing the correct platform enhances the subscriber amount to a great deal.
Capturing each viewer as a subscriber should be the ultimate goal, even if not this, at least
spreading the fame or excellence of the commodity should be the purpose.

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References:
Crogan, P., & Kinsley, S. (2012). Paying attention: Toward a critique of the attention
economy. Culture Machine, 13, 1-29.
Davenport, S. W., Bergman, S. M., Bergman, J. Z., & Fearrington, M. E. (2014). Twitter versus
Facebook: Exploring the role of narcissism in the motives and usage of different social
media platforms. Computers in Human Behavior, 32, 212-220.
Hsu, I. C. (2013). Personalized web feeds based on ontology technologies. Information Systems
Frontiers, 15(3), 465-479.
Kwak, H. (2012). Self-disclosure in online media: an active audience perspective. International
Journal of Advertising, 31(3), 485-510.
Liberman, M., & Liberman, M. (2017). Language Log » Are "heavy media multitaskers" really
heavy media multitaskers?. Languagelog.ldc.upenn.edu. Retrieved 7 September 2017,
from http://languagelog.ldc.upenn.edu/nll/?p=2607
Moyo, L. (2013). The digital turn in radio: A critique of institutional and organizational
modeling of new radio practices and cultures. Telematics and Informatics, 30(3), 214-
222.
Newman, M. Z., & Levine, E. (2012). Legitimating television: Media convergence and cultural
status. Routledge.
Scolari, C. A. (2012). Media ecology: Exploring the metaphor to expand the
theory. Communication Theory, 22(2), 204-225.

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Scolari, C. A. (2013). Media evolution: Emergence, dominance, survival, and extinction in the
media ecology. International Journal of Communication. 2013; 7: 1418–1441.
Turner, G. (2013). Reality Television and the Demotic Turn. A Companion to Reality Television,
307-323.