Exploring the Impact of Online and Mobile Media on Cultural Production

This essay examines the impact of online and mobile media on cultural production, focusing on film, television news, and online streaming. It highlights how traditional methods like cinema visits and TV news viewing are being replaced by online and mobile platforms, offering convenience and accessibility. The essay discusses the positive impact of online marketing for films, citing examples like "Black Panther," and the diversification of news delivery through online platforms. It also explores the shift towards online streaming services like Netflix, which provide viewers with control over content and have disrupted traditional media industries. The essay concludes that while online and mobile media offer efficiency and accessibility, they also present challenges to traditional media formats, ultimately benefiting cultural production by expanding audience reach and content delivery methods. Desklib provides access to this essay and many other study resources for students.

IMPACT OF ONLINE AND MOBILE MEDIA ON CULTURAL PRODUCTION
Name
Course
Date

1
Impact of Online and Mobile Media on Cultural Production
Online media refers to the digital encoding of data in the machine-readable forms for
viewing through the electronic devices. Mobile media entails the handled devices like phones,
DVD players, e-readers and the game consoles. The online and mobile media have been noted
with both the positive and negative impacts to the cultural production. Productions of films,
cinema, televisions news and online streaming have different implications in which, and how
information is passed from the source to the receiver; views of respective cultural productions1.
Traditional methods of going to cinema to watch movies is being neglected since people
can watch them online and on mobile platform, a negative impact of films in cinema. This is
because advertisement is done online. Initially people used to watch movies in cinema halls but
nowadays they can watch them online. Moviemakers have benefited a lot through this online
marketing. Through the movie trailers, they get to earn a lot because their movies are advertised
worldwide. The movie trailers post different clips of the movies online then tag different people
who will see the clips then watch it. Positive impact of films in cinema is evident in the way
cinema trailers distribute and share online and mobile media through social media like YouTube,
WhatsApp, Facebook and sometimes Instagram. This helps the movie makers earn a lot because
they are able to get many people who come to watch their movies in theatre2. For instance,
“Black Panther” is a movie, which was released this year, and because of the movie trailers, the
moviemakers have been able to sell a lot from it through cinemas and theatres. This is because it
has become the 10th highest paying film of all time in the world. Through the social media also,
moviemakers like Dwayne Douglas Johnson (The Rock), Lauren Hashian, Dany Garcia and Vin
1 Bolin, Göran. Value and the media: Cultural production and consumption in digital
markets. Routledge, 2016.
2 Mohammadian, Mahmoud, and Elham Sezavar Habibi. "The impact of marketing mix on
attracting audiences to the cinema." International Business and Management 5, no. 1 (2012): 99-
106

2
Diesel have been able to sell a lot through theatres. Using themselves as movie trailers
sometimes have helped them get more money as they have large followers on social media who
are interested on watching movies in cinema3.
The traditional methods of watching news in television is not in existence today because
of the introduction of online and mobile data. This has come with advantages and disadvantages
because there has developed many online content and mobile media. However, there has resulted
some diversification of delivering mobile media where many traditional journalism networks
have also made use of online content. This is through developing their own online sites for
advertisements and content delivery4. In addition, missing news at the current times is not a big
issue because one can still access the news online or after a long time for reference. In contrary,
the traditional media has been abandoned because it has been unable to meet the demands of the
people. TV news have been noted to keep the audience waiting for specific time for them to
watch the news. TVs do not allow people to watch the news at their convenient time and
therefore, one must schedule to watch the news. It is time consuming and expensive. Some
television companies like the CNN has been able to change their skills, though delivering the
news via the TVs, they later publish them through online sites and platforms. Their viewers are
therefore able to follow the news once they are past5. Therefore, the television news television
news are good and gives positive impacts though they does not offer positive impacts through
online and media.
Through online streaming, watching drama, movies, documents cartoons and news can be
accessed through devices such as computers and mobile phones. It started back at 1990s as
3 Acland, Charles R., and Haidee Wasson, eds. Useful cinema. Duke University Press,
2011.
4 Lull, James. Inside Family Viewing (Routledge Revivals): Ethnographic Research on
Television's Audiences. Routledge, 2014.
5 Hayward, Susan. Cinema studies: the key concepts. Routledge, 2013.

3
Video on demand (VOD) where users downloaded movies and videos to watch at their own time.
Increase use of internet and smartphones has enables users to stream videos via services such as
Netflix, which enables users to, subscribes and watch them outside the house via their
smartphones. Watching movies online give viewers control over the video since the viewer can
pause, forward or rewind the movie while watching, which promotes mobile and online media in
online streaming6. The high rate at which people has shifted to the streaming media from the
traditional way of buying the disks has killed many industries, which relied on DVDs. An
example of such a companies is the blue ray, which depended on selling DVDs. In addition,
there are a number of electronic companies, which had produced their products like radio, TVs
and DVD players for playing DVDs. Many of these companies had to adjust on what they were
producing to their customers because the market demand was growing different7. One must not
watch a movie through the television at the current time because they can stream it online. The
television networks are also getting extinct due to the streamed media. However, customers have
testified the advantages they get from the streamed media. It is cheap and saves time to stream
any content than going to look for DVDs. In addition, a movie launched today can reach any one
in the globe through the provider’s web, but it would be hard for a person to access a movie
offered as a DVD. Therefore, online streaming is efficient and better as online and mobile media
than TVs.
Conclusively, online and mobile media has a great impact on the cultural production of
screen content as it provides a medium through which different artists can be able to reach the
audience. Hitherto, the most important element of these media to the customers or subscribers is
6 Bocharov, John A., Krishna Prakash Duggaraju, Lin Liu, Jack E. Freelander, Ning Lin,
and Anirban Roy. "Low latency cacheable media streaming." U.S. Patent 9,237,387,
issued January 12, 2016.
7 Walker, Gordon Kent, and Michael G. Luby. "Network streaming of media data." U.S.
Patent 9,843,844, issued December 12, 2017.

4
the efficiency in delivering the screen contents to them. Different online and mobile media has
different capability to reach their viewers8. They also have some advantages and disadvantages
where some, like the TVs are expensive to subscribe and DVDs are inefficient and expensive as
compared to Online streaming. However, all of these media has great benefit to the cultural
production.
8 Yuan, Elaine. "News consumption across multiple media platforms: A repertoire
approach." Information, Communication & Society 14, no. 7 (2011): 998-1016.

5
Bibliography
Acland, Charles R., and Haidee Wasson, eds. Useful cinema. Duke University Press, 2011.
Bocharov, John A., Krishna Prakash Duggaraju, Lin Liu, Jack E. Freelander, Ning Lin, and
Anirban Roy. "Low latency cacheable media streaming." U.S. Patent 9,237,387, issued
January 12, 2016.
Bolin, Göran. Value and the media: Cultural production and consumption in digital markets.
Routledge, 2016.
Hayward, Susan. Cinema studies: the key concepts. Routledge, 2013.
Lull, James. Inside Family Viewing (Routledge Revivals): Ethnographic Research on
Television's Audiences. Routledge, 2014.
Mohammadian, Mahmoud, and Elham Sezavar Habibi. "The impact of marketing mix on
attracting audiences to the cinema." International Business and Management 5, no. 1
(2012): 99-106.
Walker, Gordon Kent, and Michael G. Luby. "Network streaming of media data." U.S. Patent
9,843,844, issued December 12, 2017.
Yuan, Elaine. "News consumption across multiple media platforms: A repertoire approach."
Information, Communication & Society 14, no. 7 (2011): 998-1016.