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Technological Advancements and Expectations of Mass Media



Technological advancements have significantly transformed digital communications and society's expectations of mass media in the US.  This transformation has caused a shift in how quickly the information is disseminated to effectively influence social culture. There has been a steady increase of use on digital platforms, with people relying heavily on social media for news and relative content (Walker, 2021).  The transformation of readily available digital content has developed diverse voices and perspectives, allowing this access through always-on technology (Rowles, 2017). 

With this influx of transformative content and availability of platforms, comes an increased expectation of inclusive, credible, transparent, and accountable content (Defanti, 2019).  US audiences now demand real-time updates and interactive content with information derived from personal experiences.  The accessibility of digital platforms has transformed how messages are consumed, with a preference for visually engaging and personalized content. Technological advancements have redefined society's expectations and greatly influenced the way mass media communication operates by creating a demand for interactivity and social impact.   Mass media platforms are now expected to leverage advanced technology to inform, engage, inspire, and empower audiences for social change. 



Reference:


Defanti, A., & Arvidsson, A. (2019). Introduction to digital media. Wiley.


Walker, M., & Matsa, K. E. (2021, September 20). News consumption across social media in 2021. Pew Research Center. https://www.pewresearch.org/journalism/2021/09/20/news-consumption-across-social-media-in-2021/


Rowles, D. (2017). Mobile marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising


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