Reaction Paper #3: New Century, New Media
I wrote this paper in APA format for my Strategic Communications (marketing) course.
In her article for The Drum, Mick Mahoney discusses how experts have long predicted that technology would take over the communications industry. However, he says a specific type of technology has become more popular than others: video. He believes this is due to humans valuing emotion. Because videos engage multiple senses at once, they can make us feel strongly about subjects that matter to us. Thus, the written word, along with images, are disappearing in place of moving images. The New York Times, for example, often produces videos to replace their traditional news stories (Mahoney, 2018). Although I value the importance of literacy, I also find myself captivated by multimedia presentations.
In agreement with Mahoney, Lesson 9 shares that magazines and newspaper sales are declining. They are considered active media because they require readers to actively use their reading skills. It takes plenty of effort to interpret words without the aid of audio. The author is right that videos (passive media) tend to better communicate emotion, while print sources help people learn new facts ("Lesson 9," 2018). The trend of more videos replacing written words—and therefore of Americans becoming more passive—is troubling to many. However, videos can also be used to educate viewers, and may contain captions on their screens or written explanations as a part of their webpages. Creators of moving images need to think about creating a new generation of youth who are just as educated as their parents.
The author further supports his observation with the fact that many other major corporations such as Twitter and Instagram have seen a dramatic rise in video views. They have responded by planning to produce more video content and partner with other companies that have the same goal. It may appear that users are watching less television, but they are just moving their attention from traditional television to on-demand and online content (Mahohey, 2018). In Lesson 8, I learned about television and its history. Network television began locally after World War II, but over time national networks were formed. Cable, which customers pay to view, had grown rapidly in the 1970s due to a reduction in regulations and satellite technology. It is the main way people view television. Of course, this is quickly changing due to falling ratings—the percentage of all households in the country that are watching, and shares—the percentage of households watching it at the time ("Lesson 8," 2018).
I have experienced the change myself; my family and I once watched both network and cable television, but now we do not. Now all of the video I need is in my phone. While scrolling through Facebook, I often see short clips from my friends. I prefer to watch both highlights of my favorite shows and original content from users on YouTube. I find this very convenient; I can be entertained on the same device that allows me to tell the time, see weather predictions, and talk to my friends and family.
It is now essential for all digital platforms to produce or share videos, whether or not their brand is defined by that type of medium. They additionally need to find out which type of video content is best for their audience. With an excellent video production staff, Mahoney thinks the best companies will succeed (Mahoney, 2018). No matter what they are known for, I agree that they should do their best to hire the most qualified candidates to produce moving images. This will give brands the ability to transform their audiences' emotional responses into real customer engagement.
Mahoney, M. (2018, July 19). Moving Image: The Future of Communications. Retrieved from The Drum website: https://www.thedrum.com/opinion/2018/07/19/moving-image-the-future-communications
(N.a.). (2018). Lesson 8: Broadcast Media. Retrieved from Canvas website: https://psu.instructure.com/courses/1904087/modules/items/24974225
(N.a.). (2018). Lesson 9: Print Media. Retrieved from Canvas website: https://psu.instructure.com/courses/1904087/modules/items/24974233