The advent of the Internet has brought about radical change in the
media industry. No longer are people confined to reading the newspapers
for news, or watching the television for entertainment. Nowadays, with just
one click of the mouse, people can access instantaneous information and
news online, and the proliferation of online blogs and social networking sites
such as Twitter threaten to make mainstream media such as the
aforementioned newspapers and television a thing of the past. However,
even as newer forms of media such as blogs continue to sprout and grow, I
feel that mainstream media will not become increasingly redundant. This is
due to the fact that mainstream media are adapting to suit the taste of
consumers and that they are still an integral part of their lives, despite the
introduction of new media.
Admittedly, the Internet has caused mainstream media to seem
comparatively slower in its dissemination of news. For example, the Chicago
Tribune has an official website, chicagotribune.com, where it posts instant
news coverage before the newspapers hit the newsstands with the same
information the following morning. The relatively faster speed of new media
has caused many newspaper readers to instead rely on new media for the
latest news. Thus, mainstream media could become redundant if the criterion
for redundancy was solely based on speed.
However, that is not the case. New media rely heavily on citizen
journalism for “on-the-ground” reports; mainstream media, on the other
hand, use professional journalists, reports tasked with the sole purpose of
uncovering each and every piece of information related to the news article
they are writing. Herein lies the advantage: that mainstream media have a
wider and deeper coverage than those of new media. In addition,
mainstream media have connections to a wider spectrum of professionals
that can give greater insight into the issue at hand, rather than just posting a
factual account of the events that transpired. For example, during the 2008
U.S. Presidential Elections, many bloggers only provided their personal
opinions of both candidates, and their opinion on who was likely to win the
election. In contrast, the New York Times invited experts to do a state-by-state
analysis of the entire election, presenting the results in a full-page spread of
the U.S. elections, culminating in a detailed map of the United States of
America, showing which states the Democrats were likely to win, and which
the Republicans were likely to win. Such an in-depth and broad coverage
cannot be found in new media, when they do, they offer a much wider
scope and more detailed analysis of the event, instead of merely a factual
account. This definitely shows that mainstream media are still relevant today.
Another point to consider is that new media have a rather limited
scope in terms of the information reported. For example, bloggers tend to
report more on celebrity gossip and sports, which led to the setting up of sites
such as perezhilton.com, Perez Hilton being a blogger who only focussed on
reporting entertainment-based news. In comparison, mainstream media offer
coverage on a wide area of fields, ranging from political, economic and
scientific news, to entertainment news, sports news and even the quirky. In
this respect, mainstream media have an inherent advantage over new
media in the sense that they cover news on every conceivable area of
interest, rather than just focussing on one specific field, like new media tend
to do.
Also, mainstream media are adapting to take advantage of the
Internet. In some cases, mainstream media are actually integrating
themselves with new media to make them more relevant in today’s context.
One example of this is the citizen journalism site STOMP, in which newspaper
readers are invited to post news and pictures that they have uncovered.
Every week, myPaper has a column specifically dedicated to STOMP, in
which the column lists the top 10 newsworthy stories posted on the site. This
shows that, rather than becoming redundant, mainstream media are
actually embracing the Internet as an alternative platform to share news
reports with their readers. The introduction of TODAYonline and Newslink
shows that mainstream media have not become redundant; they have just
changed to suit the growing importance of the Internet to people worldwide.
Thus, mainstream media actually cater to both newspaper readers and
people who prefer online content.
This integration of mainstream and new media does not only apply to
news coverage, but also to the entertainment aspect of media. Shows that
are currently showing on the television are frequently uploaded onto video-
sharing websites such as YouTube and Hulu, showing that there is still a
surging demand for mainstream shows shown on television. In fact,
mainstream television shows still garner a high number of views, despite the
growing surge of new media. The recent Nielson index shows that the just-
concluded finale of “American Idol” was watched by over 50 million viewers
in the U.S. alone. In fact, during the regular broadcasts of “American Idol”,
Ryan Seacrest, the host of the show, frequently urged viewers to log on to
fox.americanidol.com, the official site of the show, for “never-before-seen
exclusive content,
including behind-the-scenes coverage of
the
contestants”. This shows that new media can be a supplement to
mainstream media, and that mainstream media are actually bolstered by
the introduction of new media, not hindered. In fact, American Idol even has
a Twitter and YouTube account, posting updates and key performances of
each episodes of the show. This clearly shows that mainstream media have
not become redundant by the introduction of new media, bur rather, are
using the new forms of media to generate attention and interest for the
television shows shown and covered by mainstream media themselves. If
mainstream media are made redundant, why are people all across the
globe still interested in whether Kris Allen or Adam Lambert becomes the new
American Idol, a supposed “mainstream television show”? Why do people still
discuss the death of Edie Britt, a main character on the hit ABC television
show “Desperate Housewives” on blogs, Internet forums and Twitter? The
reason is simple: mainstream media are still very much an integral
component of their lives, and while they might embrace the relatively newer
forms of media such as blogs, they are still accessing the content of
mainstream media and posting their thoughts online.
In conclusion, mainstream media and new media actually coexist in
the world today, and with the growing content of new media, mainstream
media are actually capitalising on this growing trend to their advantage by
collaborating and integrating themselves with new media to make them still
relevant in this increasingly virtual-based world. Hence, new forms of media
have not made mainstream media redundant; they have just caused
mainstream media to adapt to the rising trend of Internet usage, and use this
trend to their advantage.
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