Four different types of Media Technology we are very familiar with are radio, television, printed materials, and the Internet which very much includes social networking. It is important to try to use as many as possible to get the intended message out there. The risks of only using one form of media communication include not being able to reach as many people as one would like to and having the message fall through the landslide of inducement. This will only jeopardize the message the writer/composer is trying to convey.
The audiences that are targeted are usually done so through demographic data. It is important to do research based on age, education level, gender, race, income, etc., in order to have an idea of what is the best method of communication to use for the intended purpose and the manner in which your target audience should be approached. The target audience can consist of a variety of groups, and these groups live their own separate lives. There are some who are use the Internet to conduct their daily lives, while there are some who place their trust in printed information. There are others who prefer to get their particulars from television as they need to be visually stimulated. Then, there are some whose free time to receive information is listening to the radio while driving to and from work. Part of the target audience may simply prefer scanning through social networks in their spare time, so it is important to get a message across that way as well.
According to Jo Tacchi, “Radio’s history is long, and its presence in many people’s lives across the globe ubiquitous, yet it is often overlooked.” I can see this. Tacchi continues, “This is symptomatic of its “secondary medium” status, low profile, and lack of coordinated attention from academics until the recent establishment of the Radio Studies Network, and a series of international conferences beginning in 1999 with Radiocracy.” (2005).
The radio is used to advertise, inform and to entertain. The great thing about the radio is the cost. Programming is free to anyone who has a listening device, which is standard in every single vehicle sold. And according to RITA there are over 250 million registered vehicles in the US. The intended audience is represented by people who do not have time to watch television, but will listen to the radio on their time while commuting to and from work. A large work force also spends their entire day in vehicles so the radio is their primary source of information and entertainment.
The radio is especially used by people needing to know what kind of weather is expected. It is also used to guide us through areas that have heavy traffic. Certain programs are geared toward getting us ready for work and are filled with advertisements for companies to spread their word. When trying to reach a target audience, it is important to use multiple forms of communication because “advertising faces severe challenges in the 21st century” (Guth, Marsh & Short, 2009, pg. 115). Ads are being placed ubiquitously, so in order to get the word out there, the writer/composer should employ the various methods of communication available. This is true, so it needs to be done via any avenue that can possibly reach various groups of the population.
The television is for those who enjoy watching certain programs. The audience consists of people who are interested in actually seeing what is available to them. The television is also used for advertising purposes. But the television is also there to inform, to keep us amused, and to help us relax to some degree. Some people use the television to watch the daily news. This could be local, this could be national, or this could even be international. The audience has a variety of channels from which to choose. Some people use it to lighten up their day after a long day’s work. Watching sitcoms can help in this department.
In addition, the commercials help us to decide on the best products to use, for example, for cleaning purposes. On talk shows we get to see interviews between the talk show host/hostess and our favorite entertainers. We get to see the major sporting events as well. The latest craze in watching television is the reality shows. People of all ages are into them for various reasons. They want to get the inside scoop of how certain people live their lives. Some people are into the dancing and singing competitions. Some watch for the cooking competitions, so they can learn a few tips on how to be better in the kitchen. Those that seek out adventure may tune into shows such as Survivor and Amazing Race. The television can basically provide us with just about anything we want to see due to the variety of channels that are accessible to us. There are religious channels that bring the sermon right to our living rooms. We do not even have to physically go to church if we do not feel like getting out of the house.
Printed materials range from the daily newspaper, pamphlets, booklets, brochures and flyers. This is for people who prefer to read. They do not have time for radio or television and are usually always out and about. Printed materials are usually delivered and/or can be picked up at a local convenient store. These are supposed to be a quick, easy read for the intended audience. The medium in which one is communicating a message highly influences the writing and editing styles. For each medium there are certain particularities that must be followed for effectiveness.
For example, according to the textbook, “Brochures inform or persuade.” (Guth, Marsh & Short, 2009, pg. 174). These are used for this purpose. “Because of their abbreviated length, brochures don’t tell the whole story; they merely deliver highlight.” (Guth, et al., 2009, pg. 174). This says a lot. Writing and editing has to be done in a more succinct manner, like a sales letter, as opposed to writing and editing for a medium such as a formal proposal, which require a lot more details and a completely different format or design. “Unlike newspaper headlines, teaser headlines usually don’t tell; instead, they tease.” The main reasoning behind having a teaser headline is to grab the interest of the reader so he/she can continue reading and get to the headline. (Guth, et al., 2009, pg. 187).
A brochure consists of panels that must properly present the content in a very organized fashion. There must be an unmistakable beginning, middle, and end. The type, layout, color, and paper must be appropriate for the content and organization as well. A brochure uses panels that are distinctly organized while a sales letter and a proposal do not. A brochure and a sales letter are both used for persuasion purposes, but unlike the brochure, the audience is usually for one person. Flyers, on the other hand, are also a very effective method of promotion. Many have also learned (through flyers) about different events through other similar events they attended, so this form of media must be working really well.
Internet is geared to the younger crowd who prefers instant gratification and is technology-driven. They just want to type a few words in an elongated box to get the information they are looking for. I am a perfect example. Being a full time student, I hardly have any time for television anymore. I still make the effort to catch up on my sports, such as the National Basketball Association (NBA) playoffs that happen to be on right now; tennis tournaments; track and field events and things of that nature. However, most of the time I get information from the Internet. I like reading the news on different websites such as CNN, AOL and MSN. I am very connected to the Internet because I am at my desk for most of the day and it is easily accessible.
The older generation like my parents, hardly ever use the computer. My mother has never set her hands on a computer, nor does she have any interest in doing so. My father, who I thought would be just the same, recently started to use one, bit by bit. But I highly doubt that he will use a computer in the same capacity that I do. Websites are now being designed and used as the main form of promotion. The convenience of this is amazing. It is the perfect way to advertise the details of the event. I know that a lot of people don’t use the computer, but I think everybody should get acquainted because of the expediency and the easiness of accessing the information one needs.
Despite what some may think, traditional media still plays a very important part in our lives today and hold many advantages over emerging media. One big advantage is the accuracy of information. Before information is assimilated, it is usually approved by editors who verify sources and accuracy. The information provided by emerging media such as blogs and twitter may originate from a reliable source but will lose some accuracy as it is passed onto the public. Traditional media is easily available to the masses and very cost effective. Expensive hi-tech equipment is not required and there is no learning curve necessary to use the equipment unlike the emerging hardware and software required.
Emerging media technology does too have its advantages. Because most users are mobile, information can reach its large audience instantaneously. The information can also be assimilated in many different forms such as video, text and audio all at the same time. This gives the end user the option to receive the information the best way depending on their circumstances.
A few advantages of traditional media over emerging electronic media are listed as the following: “Enjoyed and approved by all the people from different age groups, and they are low-cost media as compared to the sophisticated electronic media; no need for special training and technology; and very much a part of our lives.” (2012).
Advantages of emerging electronic media over traditional media are listed as the following: “Outreach is more and audiences are heterogeneous; variety of audio, video, text can be used in one single medium; and great possibility of recording and archiving the content for future use.” (2012).
Shortcomings of traditional media include the following: price, lack of timeliness, harder to target audience, less information because of limited space. (Ellyn, 2012). Shortcomings of emerging electronic media so include the following: It is out there for people to copy and use as their own. (Ingram, 2012). Reliability may sometimes also be uncertain.
When trying to reach a target audience, it is important to use multiple forms of communication because they exist, and because they exist for that purpose. Technology has made it possible to use the computer, the Internet and cellular phones in ways that were impossible before. Advertisements are being placed ubiquitously, so in order to get the word out there, the writer/composer should employ the various methods of communication available. Certain groups of people use certain approaches for making connections, so finding out what these are and using them in its entirety will help to make that connection easier.
References:
References:
Ellyn, S. (2012). The Disadvantages of Traditional Advertising. Retrieved May 14, 2012, from
http://smallbusiness.chron.com/disadvantages-traditional-advertising-21215.html
http://smallbusiness.chron.com/disadvantages-traditional-advertising-21215.html
Guth, D.M., Marsh, C. & Short, P. (2009). Strategic writing, multimedia writing for public
relations, advertising and more (2nd ed.). Boston: Pearson.
Ingram, D. (2012). The Advantages & Disadvantages of Advertising on the Internet. Retrieved
May 14, 2012, from
http://smallbusiness.chron.com/advantages-disadvantages-advertising-internet-4029.html
relations, advertising and more (2nd ed.). Boston: Pearson.
Ingram, D. (2012). The Advantages & Disadvantages of Advertising on the Internet. Retrieved
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http://smallbusiness.chron.com/advantages-disadvantages-advertising-internet-4029.html
Mass Communications. Comparison of Traditional Media with Electronic Media. Retrieved May
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http://download.nos.org/srsec335new/ch27-core.pdf
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http://download.nos.org/srsec335new/ch27-core.pdf
Research and Innovative Technology Administration (RITA) . Retrieved May 14 2012, from
http://www.bts.gov/publications/national_transportation_statistics/html/table_01_11.html
http://www.bts.gov/publications/national_transportation_statistics/html/table_01_11.html
Tacchi, J. (2005). Radio and Media Technologies: Making Technological Change Socially
Effective and Culturally Empowering. Retrieved May 9, 2012, from
http://eprints.qut.edu.au/4397/1/4397_1.pdf
Effective and Culturally Empowering. Retrieved May 9, 2012, from
http://eprints.qut.edu.au/4397/1/4397_1.pdf
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