Media communications and mass media technology have created a shift in society. Digital platforms offer accessibility of innovative media consumption methods. These methods include instantaneous updates and real-time access to digital news and content. Social media is one of the primary sources of news and interactive information. Society now expects inclusivity and a personalized experience, with news feeds that recommend diverse content based on the individual user’s online behavior.
Consumers are now demanding more diverse perspectives in digital communication and society’s expectations are that the digital media that they consume reflect similar points of view that represent their diverse population. Professional communicators must ethically contribute to these expectations by considering authenticity and the relatability of the media content that they publish.
Reference:
McQuail, D., & Deuze, M. (2020). McQuail’s media and mass communication theory. SAGE Publishing.
Denis McQuail was a researcher and professor at the University of Southampton. He is a well-known author in the field of media, audience research, and communication. His main focus was media policy, performance, and political communication.
Mark Deuze is Professor of Media Studies at the University of Amsterdam. He’s a well-known author of research papers, academic journals, and books journalism, communication’s research, and processes.
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