Regardless of how well-designed and targeted a message may be, or what it may desire to transmit, it will not succeed its original purpose unless it is disseminated to the selected targets through the most appropriate medium. What is the appropriate medium? One that complements the message, one that addresses individuals consistently, and most importantly, one that delivers the message at the right time, when the target is most receptive. By selecting the most appropriate medium, the message can generate a positive reaction from the target, transform it to a prospective audience, and finally mature it to a friendly receiver.
According to media scholars, one valuable lesson from the early ages of news release has been the effective selection and combination of the appropriate media vehicles, known in contemporary marketing studies as the media mix. This process has proven to be complex, while it required careful identification of the target segment. Vested upon this fact, lies another important realization. The media environment has been changing almost cyclically in reaction to technological, economic, market, cultural, and political forces. Contemporary media scholars, if they wish to acquire an important lesson from the past communication practices, have to take under consideration that the latest forms of news gathering, have turned their current focus on entertainment and "soft news." This shift is not a recent outcome. It has happened in the past and it's based on the notion of complying with the existing consumer beliefs, the social norms that prevail, the economic models that emerge, and of course the competitive trends in the media industry.
This news quest resulted in an important shift in the contemporary journalists' work. Today, in comparison to the past, the desired audiences tend to have an active and not passive role during the news consumption process. This shift is strengthened by the fact that citizens globally are aware the news hidden purpose. News nowadays are not disseminated, as indented originally, to educate, unite and inform the societies they penetrate, but rather to entertain, mislead and hide the important essence of the messages from public attention. News has ceased to be news compared with its past definition. Media scholars, along with today's consumers, must research and understand the underlying principles of this noticeable change before attempting to alter the scenery and claim back the news' utility. It's not only another public interest topic. It's a practice that will alter consumers' present role and the future course of media practices.
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Jonathon Hardcastle writes articles on many topics including Business, Finance, and Gemstones
