CMNS 3211 A2 Ren
The contemporary world is littered with various digital media platforms. The increasing digital, social media and mobile environments have created different opportunities and challenges. Therefore, media platforms have played a significant role in creating the dominance of mainstream media industries. The digital platforms have changed the new coverage, the consumption, production, and distribution of news. Thus, the platforms offer a point of access, thereby increasing mainstream media resistance. News producers have sought to make their content available to digital platforms and social media with little financial return. The influence of this trend is the impact that social media and other digital media platforms have had on creating shareable and more dynamic content than traditional media. Various positive factors illustrate the relationship between media resistance and digital platforms. Several people are consuming news through online access.
Media Panic
Social media provoke different expressions of mainstream resistance. Modern-day media coverage allows audiences to participate in conversations with mainstream media. In these environments, some complaints emerge in conversations indicating anti-television stances. Media resistance originates from the orchestrated ad mobilized scares to promote fears. The digital platforms have contributed to public fears as part of the mechanism to prepare the ground for legal or political intervention. Syvertsen (22017) observes that rational and mainstream media have heightened threats, fears, and anxieties against certain societal subjects. The emergence of digital platforms increased competition for news access, thus shaping media panic as a standard practice of journalism. The effect of new media in creating resistance forces depends on the role that digital platforms play in shaping conversations and instigating certain fear.
Consumers highlight the confessions about the invasive media. The scholars and liberals pick the labels to illustrate the media panic and aspects of technophobia. Therefore, in the era of media, the measure of resistance is evident in the self-regulation strategy. Most policies have emerged to keep social media use in check, thus revealing the foundation of resistance. Media resistance has increased in the social media environment (Syvertsen 2017). It is a sustained element of culture and denotes the extent to which media scholars devote more attention to understanding how consumers connect, change, and persist in their consumption behavior through acts of resistance.
Media resistance has manifested through media panic. Social media and digital platforms have given users the space to protest against different products or genres. For example, there have been campaigns to restrict and limit the given media because of increased hashtags against certain platforms (Syvertsen 2017). The impact of these campaigns has characterized people’s motivation to resist given traditional press depending on the specific campaigns. Resistance is common in various ways that people receive the media. The areas of resistance encompass networked, professional, political, and individual actions and arguments. Thus, the new media divide presents opinions that reveal the behavior of individuals in disliking, protesting, and abstaining from a given media. The historical periods reveal that media resistance is a continuity of differences that occur because of innovation and change in the taste of different generations.
Reduced Cost of Media Coverage
Digital Platforms have reduced the cost of advertisement and news coverage. The growth of digital media platforms revolutionized access to media content. In the past, traditional media relied on the available forms of coverage such as television, newspaper, and radio to distribute news items and advertisements. According to Ricart et al. (2020), resistance to mainstream media occurred because of the ability of stakeholders to access media with flexibility and reduced costs. The digital platforms created a model that allowed for fast and role flexibility, direct local connectivity affordable, viable solutions. Today, most producers, distributors, and consumers of news suffer uncertainty when relying on mainstream media (Wilding et al., 2018). The reason is the constant change and distribution that digital platforms create.
The rise in social media has allowed stakeholders to distribute their content across the digital platform at a lower cost. Therefore, this creates confusion about allowing digital platforms to give news producers access to global audiences. For example, social media and search engines engage audiences worldwide at a fast speed. Therefore, this explains the success of internet news outlets such as Buzzfeed that create hashtags and viral context and spread them across the world at an affordable cost. As a result, news consumers also have wide access to unprecedented content (Ricart et al. 2020). The correlation between the cost of producing news content and accessing it rests on the principle that consumers resist mainstream media because digital platforms allow the voiceless to express themselves and empower audiences.
The Rise of Social Media
Social media has grown in the recent past, increasing media resistance. The rise in the social media environment contributes to the significant resistance of mainstream media (Sutkutė 2016). Social media has helped present social isolation and thus promoted communication between individuals. The impact that this has had is increasing the development of a communication system to allow individuals to participate in marketing processes. The primary feature of social media is to increase the accessibility to various media products such as news stories and advertisements. The role of social media in marketing has gained more significance, thus contributing to traditional media’s resistance.
The Dominance of Social Media Advertising
Google has dominated digital advertising. The impact of Google’s dominance has decreased mass media revenue (Nugroho 2021). The increase in search engine innovation on the internet created dynamics of mass media resistance. Therefore, the advent of mass media innovation allowed several organizations to advertise through Google. Although the local authorities sought to develop a balanced bargaining position, Google’s allowed people to partner with it and create heavy traffic to news content. Google advertisement played the role of algorithms (Wilding et al., 2018). As a result, marketers could understand the level of choice their consumers’ experience and develop media sources to a dynamic and diverse news environment.
The resistance to mainstream media occurred with the level of plurality. The algorithm delivery of news created digital dominance and helped control the way people engaged with and encountered information (Nugroho 2021). Thus, the Google platform increased resistance of the traditional media sources by steering the choice of consumers through understanding their knowledge about their biases and interest. For this reason, diversity has continued to increase due to social media dynamics. Unlike traditional media, social media platform allows news producers and marketers to carry out surveys and understand the dimensions they should take. People actively follow online news companies because of the principle of the Google algorithm that will make them see trending stories.
Impact of Social Media
Today, mainstream media is losing its position because of the new media. Although the great digital divide challenges access to the internet, the overall impact that social media has on digital resistance continues to grow. As a result, traditional media like television broadcasters and newspapers are becoming less important as agents of distributing news. Social media has slowed the growth of traditional media, although they remain significant producers of new (Nielsen, Cornia, and Kalogeropoulos 2016). The developed digital business models have impacted the revenue decline of mainstream media. Therefore, producers, advertisement, and players are investing in digital opportunities to achieve market consolidation and pursue market powers. The competition for advertising and media attention has made few people focus on mainstream media. As a result, several people pay for online news. They continue to move towards the increased social media environment, representing a high choice option. The growth of social media has made access to information more convenient, thereby enabling news forms of participation.
Digital Platforms Increase Media Dependence
Digital media contributes to the increased media dependence model. According to Kennis (2021), social movements rely on digital platforms such as Facebook and Twitter to raise self-defense awareness. Readers and consumers of news use mainstream news media to understand the political processes and occurrences. However, they use social media to express their views through the comment section. Thus, social media have created journalism activism and continued the deployment of power. The opportunities that social media make for users to participate in various social and political conversations increase the media dependence model, thus enhancing mainstream media resistance.
The news media landscape across the world uses the dichotomous patterns of mainstream press coverage. However, the consumers engage in various hashtags on their digital platforms to increase the vibrancy of social media. While mainstream media’s resistance links to producers’ end ability to engage in in-depth media participation, social media is devoid of media reforms. Technologies and s digital media revolutions have expanded the social circle boundaries, forcing other mainstream media to change how they engage and interact with their target audience (Kennis 2021). People extensively use Facebook and other digital platforms to continue the conversation of their favorite TV shows, celebrities, of products. Thus, the resistance of the mainstream media is because television is no longer a one-way media. Therefore, social media is an interactive platform that encourages the audience to text, tweet, comment, and call in to express themselves on a wide range of issues. As a result, social media has bridged the gap between entertainment and participating in social events.
Conclusion
Digital media platforms have played a role in creating mainstream media resistance. The advent of digital content allowed journalism to reinvent its multiple roles. Some of these roles include monitoring and curbing access to news coverage and public debate. Thus, resistance informs the mechanism through which different media users panic over certain platforms. Digital platforms have changed how the media industry produces, distributes, and disseminates news. The consumption of news fundamentally changed with the majority of people using digital platforms to access news. The consumption of news continues to change, with the majority of people focusing on digital media at the expense of traditional mainstream media. As a result, collaborations between news media and digital platforms focus on developing and refining technology. Thus, this serves the interests of consumers and citizens.
References
Kennis, A. (2020). DIGITAL-AGE RESISTANCE: Journalism, Social Movements and the Media Dependence Model. Routledge.
Nielsen, R. K., Cornia, A., & Kalogeropoulos, A. (2016). Challenges and opportunities for news media and journalism in an increasingly digital, mobile, and social media environment. Mobile and Social Media Environment (December 1, 2016).
Nugroho, I. (2021). The Dynamics of Mass Media Resistance toward Google. Jurnal ASPIKOM, 6(2), 278-291.
Ricart, J. E., Snihur, Y., Carrasco-Farré, C., & Berrone, P. (2020). Grassroots resistance to digital platforms and relational business model design to overcome it: A conceptual framework. Strategy Science, 5(3), 271-291.
Sutkutė, R. (2016). Social media as a tool of resistance or a new form of slacktivism?. Tiltas į ateitį [elektroninis išteklius]= The bridge to the future. Kaunas: Technologija, 10.
Syvertsen, T. (2017). Media Resistance: Connecting the Dots. In Media Resistance (pp. 1-14). Palgrave Macmillan, Cham.
Wilding, D., Fray, P., Molitorisz, S., & McKewon, E. (2018). The impact of digital platforms on news and journalistic content. University of Technology, Sydney.
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