Digital media is connecting humans from all across the globe. People are relying on digital content for entertainment and news, rendering physical content like movies and paper print obsolete. Last year digital media surpassed physical media by 50%. This significant continuing development of digital media technology has had an astronomical influence on media institutions and audiences. This change has created competition between consumers and large companies, has lead to collaborations between consumers and conglomerates, and given more power to consumers on the internet.
Digital media is blurring the lines between consumers and suppliers. Because of digital streaming sites like Youtube and Twitch, anyone can host an audience, including a consumer. People who used to watch TV or attend movies for entertainment can be influencers. These influencers can build a following on digital streaming sites and gain popularity. Since most people have access to the internet, it has become more convenient and cheaper to watch online content. Because of this notion, many people skip out on watching physical tv or buying movie tickets. Instead, people search online for influencers who cater to their interests. This new development has lead to influencers and large entertainment companies fighting for the public's attention. Influencers can start their own companies and market to their specific audiences. In return, audiences engage with their influencer for attention, and influencers receive feedback on what is working. This cycle makes it easy for them to maintain a strong following, and large companies are suffering because of it. Companies dedicate more production value to their content; however, their work caters to a general audience. This fact has lead to an unstable audience. Digital media has lead to collaboration between everyday consumers and companies. Because influencers have dedicated fanbases, many companies are partnering with famous influencers for monetary gain. Dedicated fanbases tend to follow whatever an influencer says. Because of this fact, followers are more susceptible to paid sponsorships than non-followers. These paid promotions are more effective than tv advertisements because the connections between consumers and influencers are stronger than everyday buyers. Companies are partnering with consumers because people's attention spans are decreasing from a few minutes to seconds. Social media is constantly bombarding people with news people tend to move from subject to subject. And if something doesn't interest them, the consumer will scroll past the advertisement. Because of this fact, many companies partner with familiar people because familiarity leads to more attention. Lastly, companies are trying to emulate false consumer relationships by creating social media accounts to connect and establish followings. In general, digital media is giving spotlights to online personalities, and companies are hoping to take advantage of that by using their notoriety for attention. Companies are learning to establish online presences and move content online for easier accessibility. Increasing digital media has given more power to consumers. People discuss, research, and debate topics online, including entertainment. People engage with online streaming services like Netflix, Hulu, and Amazon Prime. Because of this accessibility media institutions can see which shows are the most appealing. They can see the percentage of people who rate a title fairly and choose to provide more content for that demand. People can call out and critique companies. Companies can either cater to criticism and apologize or use this digital engagement for attention. Physical media doesn't allow this to happen because people spend most of their time online. Media institutions are recognizing patterns in engagement and are catering to these demands by moving online.
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AuthorA highschool student in her senior year. Archives
April 2021
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