Does Technology Encourage Mass Media and Consumer Behavior to Influence Each Other?
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| With the advancement of technology it can be determined that mass media and consumer behavior influences one another. |
Mobile phones, tablets, laptops, desktops and flat screen televisions are the mediums through which we receive information from mass media today (Loren, 2017). Traditional mass media (newspapers, television and radio) are no longer the norm for consumer consumption as technology continues to push the boundaries of how we receive information. However, the advancement of new mediums has made mass media highly accessible and has influenced how often and how much we consume mass media on a daily basis. Therefore, it can be determined that technology has encouraged mass media and human behavior to influence each other.
Before the internet information was consumed by reading the newspaper in the morning, watching the evening news at night, listening to the radio during the day and watching television shows while being persuaded by advertisers to buy their products. Traditionally how media was received was in accumulating enough information in order to make decisions. Today with the convenience of technology and new web platforms, the over consumption of information has created a new consumer that wants things fast, reasonably priced and whose attention span online is 15 seconds (Read, nd.). To attract an audience companies must learn how to engage consumers through valuable and transparent content.
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| The average online attention span is 15 seconds (Read, n.d.) |
Selling a product or relaying information through mass media is no longer one-sided, technology has encouraged mass media to build relationships with consumers based on trust and loyalty. With discernment, news journalists can share aspects of their lives on social media and companies can answer customer feedback in real time, and encourage community building with customers of their product. Technology has reshaped how consumers receive information, but has also given consumers the independence to choose what information is relevant to them and mass media must learn to understand who their consumers are rather than determining who they should be.
Resources
Loren, S. (2017, February 19). Analysis of How Technology Is Shaping Consumer Behavior. Forbes. Retrieved from
Read, A. (n.d.) 55% of Visitors Read Your Articles for 15 Seconds or Less: Why We Should Focus On Attention Not Clicks. Buffer. Retrieved from https://buffer.com/resources/55-visitors-read-articles-15-seconds-less-focus-attention-not-clicks
Yan, J. Social media in branding: Fulfilling a need. Journal of Brand Managing, 18, 688-696 (2011).
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