Journalism and the Internet
The development of new technologies and mass media influenced dramatically modern culture. In actuality, people spend a considerable part of their life while watching television and surfing Internet. At the same time, today, mass media become more and more diverse offering the audience different products in order to attract a possibly larger amount of viewers. In such a situation, many companies operating in entertainment industry and television attempt to conduct marketing researches and develop effective marketing strategies to introduce their products to the mass audience. For this purpose, they use a variety of tools, such as questionnaires, audience measurements, ratings, face-to-face interviews and others. All these tools aim at the research of needs and interests of the audience, which help companies operating in this industry to develop products which can gain success in the mass audience. However, it is important to remember about a considerable impact of television on the audience and the transformation of the audience from ordinary viewers into customers can have some negative effects since television can influence the public opinion and shape an individual identity. In actuality, the development of the modern mass media is characterized by a consistent shift toward the development of electronic media and Internet plays a particularly important role in this regard. Internet becomes a new medium where journalists can realize their full potential because Internet actually combines characteristics of both print and visual media. At the same time, Internet can reach the huge audience other media cannot always reach. The potential of Internet is enormous but, at the same time, Internet changes traditional journalism making it more mobile and mass audience-oriented. In such a way, today, Internet can become the mainstream medium, which is particularly prospective for the development of the modern journalism.
On analyzing the current development of journalism and mass media, it is important to lay emphasis on the fact that traditionally print media and television played the leading part in the development of journalism. However, the development of new information technologies and the rise of new telecommunication systems opened great opportunities for the development of Internet. At first, Internet was not used by journalists as one of the effective media but, in the course of time, the availability of Internet and its great potential became obvious. As a result, journalism focused on the development of online media which steadily started to compete with conventional print media and television. In this respect, it is worth mentioning the fact that the availability of Internet and easy access to Internet became probably crucial factors for the rise of online journalism. To put it more precisely, today, Internet is available to the mass audience, whereas in the past it was available to a relatively small group and it was not widely-spread worldwide as it is today. In fact, today, Internet is a really global mass medium available to millions and billions of people in practically all parts of the world. The global spread of Internet accelerated the development of online journalism. In addition, the emergence of new telecommunication systems and introduction of new devices and technologies, including Internet, notebooks, and other facilitated the work of journalists in terms of sharing information and sending data regardless of their physical location. What is meant here is the fact that journalists could work in practically any part of the world, make their reports and perform their professional duties and send the information to the audience using Internet practically from any place where they are at the moment. In such a way, the modern journalism has become mobile due to the development of the Internet. At the same time, the Internet allows journalists to reach the huge audience. Even...
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