Media Has Been Continually Evolving.

¶ … media has been continually evolving. Part of the reason for this is: technology has changed the way the people are entertained and informed. As a result, this has led to a dramatic shift in the models used, to deliver the various forms of content to viewers and readers. In the book Media Making: Mass Media in Popular Culture, the author discusses how this role is having an impact on the industry. To fully understand how technology has changed the media requires analyzing the various ideas presented in: chapters three (Media People / Organizations), eight (Producing Identities), eleven (Media / Politics) and thirteen (Media Globalization). Together, the various ideas outlined in the different chapters; will highlight how the overall role of the media is continuing to change.

Overview Media Making: Mass media in popular culture

In the book, there are several key principals that are discussed to include: the place of the media in modern day society, making sense of the media and the power / influence of the media. This is important, because these three different ideas provide a basic foundation; as to how the media is changing and evolving. Then, when you consider the fact that globalization has been having an impact upon the world, highlights how they must change to survive. As a result, various media outlets and news organizations have been adapting to these changes. (Kanadah)

Chapter 3 Media People and Organizations

In this chapter, the author discusses how the overall role of the media organization and the various personalities within them can be vastly different. Where, this would include everything from the traditional news broadcast to: some of the more popular television shows, movies and internet videos. This has caused the differences between the various media organizations to become blurry. As a number of outlets, have similar structures and production procedures. Yet, the difference between the various organizations will appear in actual shows. A good example of this can be seen all of the Law and Order spin offs. (Grossberg 76) Where, the realistic crime drama has created a genre that has been imitated, by other media organizations that have similar programs. Next, the author discusses the overall role of the government and the media, where there are increasing attempt to control the media, while ensuring that the basic protections remain in place. This is challenging, because various laws have created even more content providers such as: the 1996 Telecommunications Act. This gave telephone companies the opportunity to become a direct competitor against the traditional media organizations in the delivery of: various forms of content. (Grossberg 88) as a result, the line between the different outlets is becoming more confusing. Then, when you combine this with the ability to quickly post various pieces of content, means that this traditional role is changing.

This is significant, because it shows how the role of the media is evolving because of: improvements in technology, various regulations allowing for more competition and the changing role of government regulations. Over the course of time, this is causing the media organization to change from one that was strictly a provider of specific pieces of content, to one that provides a variety of information to large audiences. At which point, the way various forms of content are delivered will change dramatically. As a result, this is causing a shift within the media organizations themselves and how they interact with the public as well as regulators.

Chapter 8 Producing Identities

In this chapter, the author discusses the role of the different identities of the individual and the media outlet. This is because the intensity among various media organizations for viewers / popularity (i.e. hits to web page / ratings) has become increasingly competitive. Part of the reason for this is because of the improvements in technology. Where, viewers have a wide variety of choices, as to what kinds of programs and content they are most interested in. At which point, the different media organizations will create their own unique identity, to appeal to a specific demographic of audience. For example, Fox News Channel is appealing to a more conservative / right leaning audience. This is significant, because it shows how a large number of media organizations are creating a specialized message that is part of their unique network of properties. Using the example of Fox News, it owned by News Corp (which owns the Wall Street Journal and the New York Post). In this case, each of different properties represents a specific demographic that the company is targeting. As a result, the overall role of the media organization is becoming a large entity; that will hold a number of specific properties, targeting key demographics of the population.

Inside each specific organization are the different individual personalities that will help shape the culture of the entity. This plays an important role in helping the media outlet, be able to have a face and voice of their overall message. Where, these different individuals behind the scenes and out in view of the public will instill a certain image, with the way they entertain. At which point, they become the personality for the shows they are on and the network itself. This is significant, because creating the identities of the organization and the specific personalities are: how media outlets will reach out to their targeted audience.

Chapter 11 Media and Politics

This chapter discusses the overall role of the news organization and its effects upon the world of politics. Where, the author talks about how the news organization changed society from simply reporting the news, to becoming a part of the culture. This transformation would change the way that news was reported to the general public, as there was more of an emphasis on reporting those stories that would catch the interest of viewers / readers. At which point, the author discusses how the media plays a role in politics. Where, he has identified three aspects of this relationship to include: providing information, potentially serving as a source of persuasion and encouraging someone to take action. Where, the media will play an indirect role in influencing behavior, by reporting on those issues that are of most interest to the general public. During the process, is when some of the views of the different personalities can influence the ideas of the individual. (Grossberg 357) This is significant, because it shows how the role of media can have an influence, the way the general public will view various political issues, based upon the news that is being reported. As a result, the various changes within the news organization can have an impact upon the content and slant of the news. Where, those ideas / views of various reporters and personalities will continue to shape the organization.

Chapter 13 Media Globalization

This chapter discusses how the overall role of the media organization is continuing to change over time. Where, those who had the means of controlling the way content was produced; would help to reshape the focus of the organization and how information was presented. At which point, many of the standard formats would become a part of how various pieces of information were distributed to the public. A good example of this can be seen with the various wire services, during the 19th and 20th century, when there was competition among media organizations. This would lead to different formats that would be used by the British and French. Over the course of time, the British model would influence the way that information was presented, as they had more of the financial means to influence the industry. This is because they controlled more media organizations and could begin to use this standard for various media outlets.

Then, the author discusses how globalization is shaping the media organization. When they are using this term, they are not discussing globalization in the traditional sense. Instead, they are referring to it as an awareness of the media organization. Where, they have a sense of being able to deliver that content / information that the viewers / readers are most interested in (from anywhere in the world). This is having a dramatic impact, upon the way that people view the world around them and will often incorporate symbols; that are used in the media to draw a relationship between two events. For example, in the aftermath of the September 11th attacks there was pro-Bin Laden rally in Bangladesh, using one of the Sesame Street characters (Bert). While this did spark outrage around the world, it also highlighted how the role of media is changing society. This is important, because it shows how global awareness is causing many symbols to become widely recognized. Using the above example, the global awareness point-of-view that media took throughout the 1990's, would help to propel the different characters of Sesame Street, beyond a symbol of childhood. Instead, it would be twisted into something that was beyond the recognition, of its intended use. This is because globalized awareness would help others, to discover the different symbols of the content in their own way. Where, the images of: various icons, symbols and ideas are going beyond national borders. This is significant, because it shows how improvements in technology, are playing a role in determining the way various forms of content is presented in the media. Where, globalized awareness within the different organizations has an impact, on shaping how individuals will view these various cultural icons. (Grossberg 421 -- 432)