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Assignment Overview: In this assignment, you will choose techniques from your directory of techniques and use those to find opportunity in Mass media from your work in Week 2. Remember, this week is not about ideation (you’ll do that next week) but rather finding the opportunity, which you need before you ideate.

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  • Assignment Directions: Review your directory of techniques and apply at least two different techniques to an environment/industry problem/gap/need you found in your Week 2 work of assessing the environment. Complete your assignment by completing the following:
    • Identify each technique you used
    • Provide an illustration of how you used that technique
    • Explain the results (the opportunities)
      • Why are these opportunities?
      • What was the problem/gap/need?
      • How did the technique help you find opportunity?
  • You have the option of submitting your assignment as audio, a video, or a presentation for your forum. Some ideas are:
  • Audio – a record in Audacity (a free tool) and then upload using Kaltura in the course
  • Video – YouTube
  • Presentation – Prezi or PowerPoint
  • Minimum 3 written pages, 10 slides, or 5-7 minutes multimedia.

Please review attached assignment rubric

Mass Media Industry

Torrin Bouvia

16 June 19


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Mass Media Industry Assessment

Mass Media is an industry which is more concern about broadcasting, news media, publishing, as well as the internet. In this paper, I will discuss it as the service since even in categorization, it’s a service industry. This is particularly my interest industry bearing in mind that I happen to be a reporter in one of the news radio stations. Besides being a reporter, this industry is interesting because it is an informative industry which tends to unify the world into one within a very short period of time. For instance, it is through this industry that other industries grow (Timothy, & Lotz, 2016).

This industry is more specifically trending up. In the current world, technology is advancing which increases industrial competition more especially in the business sector. For other industries to maintain their influence in the industry for those already in the industry because of stiff competition, marketing of their products is vital. This is to ensure that their potential customers, as well as the public, are informed of their products, the new changes as well as offers that are available besides attracting the attention of other new customers. For this to be achieved, social media which can only be accessed through the internet is mostly used to get in touch with the local and international customers. The radios, as well as television services, are also used in carrying out the marketing activity, hence the reason for the upward trend of this industry. Also, the sharing of information, as well as the trending news in the world, is shared to the public through the mass media industry, hence contributing to its upward trend but it must be noted that technological innovation is the main factor that is making the mass media industry trend to continue growing upward (Graber, & Dunaway, 2017).

The process of entry into the industry is easy because after establishing all the physical and material resources besides the human resources, the only requirement that is supposed to be met is registration from the relevant regulatory bodies in the host country and the business is set to go. The exit of the industry is also simple but some investors find it difficult to exit because of the huge returns from the mass media industry business (Alimuddin, 2017).  Personally, I have experience of five years in this industry whereby I have worked as a radio reporter in the sports department. There is a challenge for the new entrant who are venturing into this industry under the human resources section because, the effectiveness of an individual in this industry doesn’t depend on the academic qualifications only but also how interactive and individual is, for instance, an individual who is social will easily be acknowledged in this industry compare to an anti-social individual even if there are disparities in their academic qualification when it comes to reporters as well as presenters in the industry. However, this is different from the management positions in the industry (Crane, Kawashima, & Kawasaki, 2016).

The consumers who are the public have got a lot of anticipations from this industry which needs to be fulfilled. To start with, the consumers expect accuracy as well as the conformity of the aired or share information. This is to ensure that the exact information on the ground is shared without alterations. The consumers also want fast and useful information from this industry. For instance, communication companies should ensure that they share the trending news which is beneficial to the public as faster as possible. Finally, the consumers want friendliness from this industry (White, Nielsen, & Valentini, 2017).




Alimuddin, A. (2017). Growth of the Mass Media Industry in Indonesia.

Crane, D., Kawashima, N., & Kawasaki, K. I. (2016). Culture and globalization theoretical models and emerging trends. In Global culture (pp. 11-36). Routledge.

Graber, D. A., & Dunaway, J. (2017). Mass media and American politics. Cq Press.

Timothy, H., & Lotz, A. (2016). Understanding media industries. Oxford University Press.

White, C. L., Nielsen, A. E., & Valentini, C. (2017). CSR research in the apparel industry: A quantitative and qualitative review of existing literature. Corporate Social Responsibility and Environmental Management, 24(5), 382-394.

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