Since the middle 90’s the media industry has been changing a lot. The development of internet has been followed by different media consumer habits. We, as students, have grown up with the internet but still have experienced the time before and during the changing circumstances. We were born in the right time, in the time when one of the biggest and fastest changes in the world’s history took place. But what was actually the big difference between media in the former non-internet life in contrast to the new world of internet? Is it really such a big difference? Is the media content on the internet different from outside?

Küng et al (2008) write in their book “The internet and the mass media” about the impact of the internet on media content. One of their conclusions is that with internet there is more content rather than new content. They say that there’s an increase in accessibility of content. For example it is a lot easier to find scientific journals or governmental statistics in contrast to the situation before internet. Then you had to find your information the hard way, for example through specialists.

I think the biggest difference between the traditional media and the internet is how difficult it is to get access to the content. Today we can find almost everything we want everywhere. I can read about what young José in Mexico ate for breakfast this morning or scientific journals from scientists working with methods to save the world from aliens. The opportunities are unlimited and that’s freedom for the media consumer. All of this would have been almost impossible just a few decades ago. That is a little bit scary because you don’t know what happens next. If the world has changed so much the last years will it keep on developing in the same speed – or even faster? We don’t really know today but we know that millions of people will try to be on the front of the evolution, and that will bring results.

As an entrepreneur or manager in a company I think it’s important to know what happens in the new technology. You have to know the possibilities of the internet and how you can use it in your own marketing and communication both internal and external. You have to know that taking advantage of this technology is more like a need than an opportunity. Because if you don’t use it your competitors will do it and then your image will change negatively and you will be seen as old fashioned. That’s a risk not worth taking.

According to Küng et al (2008), internet has also changed the way in which we access the content. The traditional media offered bundled content packages such as CDs or scheduled programs on television. Today internet offers unbundled content such as video files, music or articles. This is a big change for companies who used to sell material products like CDs or newspapers. I have in an earlier comment discussed how newspapers should try to make money on the web and as we all know it has been debates about illegal downloading of music, movies etc. and how the music industry are able to survive when people download the music for free. But I think that the problem is temporary. You only have to find another way to make money because the audience is willing to pay for it if you can offer something good. One way might be concerts or other ways to give them experiences they can’t download. You should not panic when you meet problems - you only have to be open for changes and prepared for trying something new!

References

Küng, Lucy., Picard, Robert G., Towse, Ruth. (2008). The Internet and the Mass Media. London: Sage.