Traditional Media

Topics: Mass media, Journalism, Advertising Pages: 7 (2461 words) Published: January 15, 2012
Media Traditional Television
Media convergence is inevitable as new media challenges the dominance of traditional media and traditional media reacts to this challenge. Discuss. Introduction
Media convergence has become an issue over the last ten years as new technologies such as the Internet and computers have become intermingled with ‘traditional media’ such as television and newspapers. This media convergence transcends social, cultural, economic, technological and industrial changes, all of which will be discussed in the dissertation (Jenkins, 2006, pp. 3-5). This convergence can happen in a number of ways, but the main focus is on the convergence of types of media technology in society and within the media industry itself (Bell, 2006). This is generally thought of as ‘new media’ such as computers colliding with ‘traditional media’ such as television and print media (Franklin, et al, 2008). Apart from the technological convergence, the dissertation will also look at how audiences are engaging and making sense of these technologies. This is often referred to as ‘cultural convergence’ within media (Jenkins, 2008). The problem to be addressed here is whether or not media convergence within technological and cultural terms is inevitable as new media pushes forward and challenges traditional media forms. Although it is clear that technological convergence is occurring, the problem is more complex than this and also includes transitions within culture, the media industry, markets, genres and audiences (Jenkins, 2004, pp. 37-41). Therefore, the problem posed here is how to look at the challenge to traditional media from new media, and how the traditional media is responding. Is this pattern of challenge and response leading to an inevitable convergence of media in all aspects? Methodology

In order to answer this question, the researcher will use the method of document analysis throughout the dissertation. Document analysis is a qualitative method of reviewing the content and meaning of texts, and is appropriate in this case because of the accessibility of documented evidence and opinion on the subject of media convergence. A qualitative method is needed in a subject like this because the key elements of research are focused around cultural trends and opinions, technological changes, and not around specifically quantitative elements. Furthermore, as cultural phenomena, texts are the ideal way to review cultural changes within media (Stokes, 2003, pp. 52-54). However, as a subjective medium it can be difficult to use textual analysis, because a hypothesis needs to be formed before beginning the analysis. This will not be a problem in this case though because the problem of media convergence and its supposed inevitability has already been identified as the focus of the dissertation through initial research. Document analysis also allows the researcher to look at the specific cultural and social context of media documents, as well as using primary, secondary and general documents to create a full picture of the research problem. There will be a large focus on primary documents regarding media convergence, media culture and technology within the research (Altheide, 1996, pp. 3-6). The aim of this essay to give an answer as to the inevitability of media convergence in light of the challenges from new media to traditional media as well as the response from traditional media to this challenge. Firstly, this will involve fully defining media convergence in its various guises and what media convergence on an industrial, cultural, technological, market-based and audience-based level would constitute (Durham and Kellner, 2006). Then there will be a review of the literature on the emergence of new media and its challenge to traditional media in a technological, industrial and cultural sense (Thorburn, Jenkins and Seawell, 2003, pp. 281-314). The section after this will look at the reaction from traditional media to this challenge, and...
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