Media Is Always On Verge Of Transformationâ€Myassignmenthelp.Com

Question: Discuss About The Media Is Always On Verge Of Transformation? Answer: Introducation Media is always on verge of transformation and hence it becomes very important to have the knowledge of the terminology of the multiple platforms that media possess. This situation is often known as forms of media convergence (Schivinski and Dabrowski 2016). While discussing about cross media one more form that needs consideration is Transmedia as they both are two important platforms of media. The real idea about the duo is unknown to many. Kevin Moloney defined the duo as, Cross media has many channels but focuses on one main story and Transmedia too has one story but has the story in many forms, which makes it many stories and covers many channels. About cross media a specific quote can be stated which is narrated by Monique de Haas. In his words, cross media is a communication in which a storyline guides the recipient from one medium to the other. This means that in case of cross media the user finds out a way to cover the diverse media platforms and obtain the relevant information about the content. The difference of cross media with Transmedia is that Transmedia has entrance to many channels offering a unique way to summarize and gather information. Transmedia is a form of rich media that provides its content on various Business platforms and comes up with a new story. Each of the medium or channel it covers updates and expands the narration in a broader and unique way providing the audience with the opportunity for exploring the story. However, Cross media does not expand the narration but it provides the same information about the story in different forms. This is a form of adapting the same to a new platform by not changing its meaning (Klastrup and Tosca 2015). Media is a form of storyteller and includes the application of pictures, images, audios, graphic and illustration and many others. The channels that it uses are radio, television, newspaper, websites and recently the mobile websites. As there are many channels of media cross media implements the use of those forms in different aspects. Cross media depicts its originality from the advertising industry and what it implies is the narration of the same information in the various channels of media. Journalism has many examples of cross media since its beginning. In the year of 1970, Coke first initiated the aspect of cross media ownership in television (Swart, Peters and Broersma 2016). The first agencies of journalism like the Reuters and the associated press is still seen following the cross media aspect by narrating the same story to the world in different forms. The story in all the channels remain the same but what changes is the form of the narration including more photos, graphics and illustration. Many agencies perform the same cross media factor on a regional level and in this form they are able to distribute the aspect of investigative journalism in a more wider way. Cross media utilizes the different channels in different way but for the same story. Cross media uses channels to, directly reach to the audience about the story in a broader way. Cross media along with Transmedia and the other forms of media provides the journalism of the present world with the flexibility of using many channels to cover one story (Tenenboim-Weinblatt and Neiger 2015). Cross media is actually the use of the same media in a new and innovative way and is not only dependant on the advertising sector but also aims to reach directly to the audience. This sector introduces many multimedia services such as radio, television, and internet and in the recent context the mobile application. In the present technological era, the audiences are seen to control the media (Swart, Peters and Broersma 2016). They are the one to choose which content they want to see and get the information from and the cross media takes the chance of this opportunity and visualize or narrate the content in various channels so that they can have the audience in every channel. It is obvious that every channel has their target audience and cross media uses every channel in a different form (Franklin 2014). Cooperation among the channels and the specialist is also an integral part of the cross media. Innovation and technology are two main tool used by cross media and cross media allows t he distribution of the content of one story in a form of multi channeling. Presently the media channels identify the content and then chose the definite media that will be appropriate for the story (Nielsen and Schrder 2014). Cross media is not directly linked to the technical concept but it has relevance to the technical concept. Cross media is an effective means to accomplish communication goals but it also works as an implication of the communication goal in a required channel (Bjur et al. 2014). The advantages of cross media are that it increases the efficiency of the story, news or information and it strings many channels along with each other. Cross media takes care that the utilization of the different channels is done based on its qualities. These increase the domain of the information and maximize the impact of the same in the target audience. However, it must be noted that in every case the use of many media channels does not imply cross media concept but it is only under the cross media concept when the media are used keeping their qualities in mind along with the participatory attitude from the audience. The cross media concept also entails the brand awareness factor and intensifies the experience of the audiences by placing the same product in a different context. There are four levels of cross media; firstly, it provides the same information on diverse platforms. management, it has an original content along with the production. Thirdly, this aims at increasing the awareness of the audience towards a single story. Lastly, it creates an environment for the audience so that they can visualize or hear the same thing over many channels and help them create their own way of experience among the other ways (Watson and Hill 2015) References: Bjur, J., Schrder, K., Hasebrink, U., Courtois, C., Adoni, H. and Nossek, H., 2014. Cross-media use: unfolding complexities in contemporary audiencehood. InAudience transformations: Shifting audience positions in late modernity(pp. 15-29). Routledge. Franklin, B., 2014. The Future of Journalism: In an age of digital media and economic uncertainty. Klastrup, L. and Tosca, S.P., 2015. Cross-Media Analysis: An Experience-Centered Approach. InUsers Across Media. Nielsen, R.K. and Schrder, K.C., 2014. The relative importance of social media for accessing, finding, and engaging with news: an eight-country cross-media comparison.Digital journalism,2(4), pp.472-489. Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on consumer perceptions of brands.Journal of Marketing Communications,22(2), pp.189-214. Swart, J., Peters, C. and Broersma, M., 2016. Navigating cross-media news use: Media repertoires and the value of news in everyday life.Journalism Studies, pp.1-20. Tenenboim-Weinblatt, K. and Neiger, M., 2015. Print is future, online is past: Cross-media analysis of temporal orientations in the news.Communication Research,42(8), pp.1047-1067. Watson, J. and Hill, A., 2015.Dictionary of media and communication studies. Bloomsbury Publishing USA.