Traditional Media Outlets Essay


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The presence of media as a tool of information dissemination has increased largely because of the technological innovations consistently being introduced not only in advancing the productivity rate of media organizations but also in expanding the capacity of the various media outlets to include a wider range of topics (Hudson, 1986). With this expansion, the subjects incorporated into the mass media has also been augmented (Graber, 1980) such that former topics that were once rarely untouched have now been constantly infused with unceasing publicity such as those that tackle Information and Communications Technology (ICT)

. The changes made by mass media are evidently found on a series of notions due to consciousness, certain perceptions on reality and the palpable alterations of the masses’ individual lives concurrent on what had reconstituted by the mentioned technological change (Palmer & Young, 2003). Technological or digital innovation dwelled on to by human beings had been observed to have been conducting a protective bubble of fixed racial, cultural and ethnic identity resulting to a sense of detachment which lies on the physical state of the screen persona as well as with the transcends in the reality of social culture (Barker & Petley, 2001).


Such innovations which transcribed on media analysis in accordance with meeting customer or audience satisfaction on the lame side had been a crucial issue of competition as well as with the question of product or service advantage (Orlik, Anderson, Day, & Patrick, 2007). These media offers are considerably getting the “just” amount of credit for whatever level of service they are able to offer, thus, the viewing masses seem to be unaware of the whole gist of the surfing censure and is actually following the hoax of the concern. What becomes evidently floating in the scene lately, are the so-called “alliance” of participating media advertisers and the respective network.

Examples of these ‘participating’ network providers which are sought to be the most persistently visited sites are Google, yahoo, and Amazon Online (Beckwith, 2003). The efficiency catered by these online information providers also power the divergence of other web pages which also serves as an upgrade in the websites’ name. Consequently, the more surfers sweeping on their site, the more money they are able to generate. Considerably, a mutual benefit from that of the web provider and the viewer are being fulfilled (Beckwith, 2003).


The exactness of the cost and the revenue generated by the aforementioned sites are but indefinite to be defined, for the reason that the scheme and the flow of the advertising differ dependently upon the ‘season’ or under the discretion of the contemporary society.

It would seem quite hard to distinguish which of the sites are assumed to be the most significant or rather the one which is offering the best service for the majority (Beckwith, 2003). Since that, those who are apt to surf actually depend on what they wish to find. In addition to that, given the fact that each layer of the society hold different jobs or activity with diverse enthusiasm, it is evident that it is possible to shift sites which then give the argument abstain on conviction with regards to the matter (Seelye, 2005).


Barker, M., & Petley, J. (2001). Ill Effects: The Media/violence Debate. London: Taylor and Francis.

Beckwith, S. L. (2003). Complete Publicity Plans: How to Create Publicity That Will Spark Media Exposure and Excitement. New York: Adams Media Corporation.

Graber, D. A. (1980). Mass Media and American Politics. Political Science Quarterly, 95(4), 701.

Hudson, H. (1986). New Communications Technologies: Policy Issues for the Developing World. International Political Science Review, 7(3), 334.

Orlik, y. P., Anderson, S., Day, L. A., & Patrick, W. L. (2007). Exploring Electronic Media. New York: Blackwell Publishing Limited.

Palmer, E., & Young, B. M. (2003). The Faces of Televisual Media: Teaching, Violence, Selling to Children. Mahwah N.J.: Lawrence Erlbaum Associates, Inc.

Seelye, B. K. Q. (2005). AP plans multimedia wire aimed at younger readers (Publication. Retrieved July 14, 2007, from The New York Times: http://www.iht.com/articles/2005/09/14/business/ap.php

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