Sorry, But Mass Media Isn’t Quite Dead.
Many bloggers and media trend watchers and a few industry pundits might have us believe Mass Media (or Industrial/Traditional Media if you prefer) is dead or at least dying. These mediums serve different purposes and that’s the key point, I’ve found.
Why Is Mass Media Still Relevant?
Recall the recent United Breaks Guitars video? How it had a few hundred thousand views and suddenly it was on CNN and other Mass Media outlets (including radio and newspapers?) Suddenly the YouTube views surpassed 2 million in just a few days. Or the iPhone launch protest in Canada over carrier Rogers pricing? Once it hit mass media the petition sign ups rocketed from 30,000 or so to over 70,000 in just 2 days.
What we’re seeing today is that Mass Media is watching what’s happening on the Social Web front…those Gatekeepers at Mass Media outlets (sic. editors) are connected, searching for stories. When they see the crowd jump on something, they know it will have mass appeal; because we STILL watch TV, listen to the radio and read newspapers and magazines.
Think Media Consumption: It’s About Passivity
It’s HOW we consume all these media channels today. We still consume them, but differently.We “watch” TV and we “listen” to radio and we “read” the newspaper. This is the way we consume these channels.
Think Social Media Consumption: It’s About Activity
We “tweet” a message on Twitter, we edit photo’s or videos online…we’re always moving, clicking, sharing..actively participating. Social Media is “active” not “passive” in nature. Sure we might read a blog, but the best blog posts are 300 words or less…because we don’t spend much time reading passively online…how many of you will read this post to the end?
Think of Your Own Habits: How You Consume
I’d lay a friendly wager you have 2 or 3 or more favourite TV shows? A radio show you like to tune into on the way home? Flick on the news at night sometimes? I like “Q” on CBC in the morning and often flip on the CBC National at night or BBC World; to passively catch up. I enjoyed being entertained with shows like the Border…I don’t always want to be engaging, clicking and moving about.
Translate all this out to the population of the Western world and think about all those eyeballs and ears still consuming mass media…albeit in different ways and less time than before. But it’s still relevant.
What do you think?
(Author: G. Crouch, Managing Director @webconomist on Twitter)