The media has seen significant changes when it comes to broadcasting to masses. The media has always prioritized to build communication with the societies. It has been a field of common interest and play an important role in our daily lives. The communication established by the emergent media can be in the form content creation, art and television. In this assessment there will be brief discussion around the interactive media and what are the main highlights of the modern interactive media (Macnamara, 2016).
Media is one of the most vital part of our daily lives when it comes to broadcasting and being aware in a particular region. The media around us is evolving and has taken the shape of electronic format commonly internet and television, previously people relied on printed media that is newspapers, magazine, pamphlets and brochures. The communication took place from the invention of printing press, then emergence of broadcasting mass media (television and radio) and today via internet, computer and smartphones. These all phases led to the advancement of the digital media. This digital media brought professional communication across the regions and became very significant and impacting in journalism, advertisements, political message, public relations and social and cultural capitals (Skalski, Neuendorf & Cajigas, 2017).
The word emerging means upcoming and in media environment emerging media refers to the upcoming media that would be implemented to explore information. Since the media departments are evolving same is happening to its various forms. The internet has impacted both the digital and printed media hugely. This kind of media comes with fresh medium of communication and also demands for faster information delivery. This new media communicates with masses in a very innovative and unique ways (Troseth, Russo & Strouse, 2016).
Today the media is in a form of virtual experience. The audience mainly lives in their virtual world environment to access various information through internet websites and social media apps. People not only can grasp information from the internet but also they can be the source of different kinds of information. The technology has come this far where people with their phones can record videos and spread it in the internet to make it visible across the virtual world. This strategy has been implemented in various sectors where consumer relationship requires continuous visibility. Many small companies have made brand out of this through digital marketing and social media influencing. People are interconnected much closer than before. Communication ethics and emerging media will be the next big thing in the interactive media environment (Shaw, 2017).
Some different types of emerging media are:
1. Websites: big brand and many companies have made it their default nature of having a website for their products and services. Brands are much more in response with the customer feedback received through their website connections. Everyone who uses internet at least visit a 4-5 directly or through reference. People read newspapers, entertainment buffs, updating information, online shopping in numerous websites (Oh, Bellur & Sundar, 2018).
2. 3D Animation: animations are used enormously in media environment. The news channels use it as their secondary way of communicating in television news. One can see these animations as the lower pallet of running breaking news and logo of the news channel. The business industries use it as an advertising tool for better marketing and customer engagement. Animation helps to effectively communicate with the masses. Animation are used to describe the action of an event through much simpler ways.
3. Podcast: in earlier days’ people used to listen to the radio for entertainment, news and stories but we could not create our own broadcast. The websites which are used to hear music and prepare watch list are possible because of podcast. Podcast is a unique and widely held media which creates list reliant on personal interest (Sundar, Kim & Gambino, 2017). The artist and various speakers are using this tool to make their voices reach to masses. In coming future this will going to be a powerful medium as concerned with interactive media.
4. Video Streaming: it is has become one of the most powerful way of expressing oneself in the internet. YouTube is the best example of video interactive media. People are creating content to the people to whom they want to focus in. This media works on record once and make it display for others, the people will find the content and start connecting with them (Pluhar, Jhe & Tsappis, 2020).
Internet has become one of the powerful medium for the interactive media. People are ore connected through their smartphones in this virtual world. Unlike before today anyone can be a source of information, entertainment and advertisement. The internet has given the media a form of communicating through masses via websites, podcasts, 3-D animations and video streaming.
Macnamara, J. (2016). The continuing convergence of journalism and PR: New insights for ethical practice from a three-country study of senior practitioners. Journalism & Mass Communication Quarterly, 93(1), 118-141.
Oh, J. Bellur, S. & Sundar, S. S. (2018). Clicking, assessing, immersing, and sharing: An empirical model of user engagement with interactive media. Communication Research, 45(5), 737-763.
Pluhar, E. Jhe, G. & Tsappis, M. (2020). A primary care–based program: Managing problematic interactive media use by adolescents and young adults. Psychiatric Services, 71(6), 641-642.
Shaw, A. (2017). Encoding and decoding affordances: Stuart Hall and interactive media technologies. Media, culture & society, 39(4), 592-602.
Skalski, P. D. Neuendorf, K. A. & Cajigas, J. A. (2017). Content analysis in the interactive media age. The content analysis guidebook, 2(2), 201-42.
Sundar, S. S. Kim, J. & Gambino, A. (2017). Using theory of interactive media effects (TIME) to analyze digital advertising. London: Routledge.
Troseth, G. L. Russo, C. E. & Strouse, G. A. (2016). What’s next for research on young children’s interactive media?. Journal of Children and Media, 10(1), 54-62
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