Media Publishing and Society

Title: Media Publishing and Society
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Introduction
The media and publishing companies are undergoing a revolution towards a fully and dynamic publishing semantic. Use of data linked technologies have been important in automating the aggregation, repurposing of integrated content and publishing and the provision of user experience that is improved. Large media companies are therefore putting in place the information work bench as a base for interlinking, authoring and publishing semantic contents that are based on the data link standard.
According to Scarlat & Maxim, organizational development often provide answers to the political, social, technical, economic and cultural changes experienced in the organizations internal and external environments (2009,p.32). However, challenged by globalization, innovations and information management, the organizations therefore have to react accordingly to the way they communicate with their clients. Absence of permanent and professional communication at the level of the organization has made it impossible to change their attitudes on the way they communicate with the consumers. In order to develop and survive as entities , organizations are supposed to improve on their communication since even the transactions that are simple are always based on the communication between the buyer and the seller as this enables an organization to present its products or services , exchange terms and values. In this era of intellectual capital, the resources of an organization that are strategic are often represented by knowledge, creativity and information. All these can be valued with the availability of effective and efficient communication.
Sullivan & Jiang points out that, the emergence of the digital technologies and the internet has made traditional media firms to deal with these rapid changes through looking at the external options such as joint ventures acquisition and simple licensing agreements in order to compete favorably in the global market (2010, p.21).Mass communication has become a more complex procedure as it is based on the diversification of audience. Since organizations need to communicate with its audiences depending on the power they have, therefore the quality of information always depends on the method or channel used to convey the information as the modern means of communication have become faster and efficient. Due to the history of civilization, the surfacing of new technologies such as the internet, smart phones ,table PC`s and social networks has led to creation of new opportunities in terms of changing the way the society uses a particular product and also changes in the institutions working procedures and mentalities. The emergence of new technologies has resulted to the existence of exchanges of bilateral information and high interconnectivity between various organizations and has also ensured that the quality and quantity of emails sent increases accordingly. In addition to that the basic communication nature has taken a different direction. There is the use of electronic communication that is focused on distributing mails hence enabling the whole pages, texts and images to be distributed among various individuals through electronic networks. This technology also allows newspapers of all types to get brochures, files and graphics and press releases via an electronic way. After all the resources have to be send electronically, the receiver of the electronic material has that capability of editing the content of the work through the use of personal computers (Kendal, 1996, p.306).
The technology changes have resulted to blurring of the borders that have been existing between various companies and have led to the promotion of numerous media companies in expanding their services to sectors they regarded irrelevant over the previous years as the only way to overcome the financial and growth challenges. It has been critically challenging to the traditional media companies as majority of the consumers spent most of their time with the digital media though they still generate profits (Booz Allen Hamilton, 2007).Though majority of the media companies saw the importance of investing in the internet, they had no vivid idea to what kind of business to drive these particular investment (Motavalli, 2004). The use of digital technology and the emergence of new networks have led to existence of various challenges and structural changes in the media industry economy. This is because of the emergence of new communication and information technology that not only affected the management and organization structures of the media companies but it also affected the use of media products, production, editing and distribution (Hass, 2005). The use of new technologies has enabled the provision of dual character of media products as they are often a mixture of information and media represented in the form of a product or service that is marketable in the media .Since the information provided when advertising media products is immaterial, it often needs to be accompanied by a medium whose purpose is to portray contents or facts thus making it very expensive. For example ,the Wall Street Journal and the financial times magazines have been able to distribute their financial news in both print , websites and mobile services thus the importance of new technology in marketing of products. This has enabled the individual users of these magazines to instantly access the information. The information however, can be critically analyzed or manipulated through the use of spreadsheet or the home accounting software.
The new technology despite its benefits it has also its own challenges. For example, it only focuses on bringing change to media instead of changing its content. This is evidenced from the effects of the development of the recent technologies that has resulted to new forms of content distribution rather than basing their role in creating of new form of content.
Critical analysis of mass media through the use of news and mass communication theories
According to Peter Golding , Denis McQuail was influential in mass communication studies field as he had been able to publish widely in the field of communication and political communication theory (2011, p.125) . Through his communication theory, he was able to educate the public on the importance and dangers associated with mass communication. The theory highlighted the significance of mass media and its influence on an individual orsociety.Therefore confirming that, mass media can either is a unifying or fragmenting factor depending on how it is being used in the society. Poor use of the mass media can lead to political instability or violence as it`s able to cause anxiety among the public through the use of internet, radio, TV stations or can be used to benefit society by teaching them on the importance of staying peaceful and other topic such as healthy eating habits.
The theory of freedom verses control points out that, there exist a relationship between the society and the media as they both share the social-cultural and political aspects (Dennis, 2010). The newspaper press often launches its argument to freedom completely on its political reason of passing opinions and dispersing financial and political information. On the other hand the radio and television utilizes political purposes of the newspaper press in order to provide information that is based on the interest of the general public. As a result of the increase in the television industry, the political power has been replaced by market controls. Denis Mcquail states that, the new media networks still awaits classificati...