In the not too distant past, exploring media was a more structured and collective experience. Traditional media outlets included television, radio and print media, which dominated the spread of information and entertainment. Families gathered around the television to watch the evening news, the radio played the latest music and breaking news, and the newspaper was a necessity for morning coffee. The predictability and shared experiences of such media generate community cohesion.
However, as of today, the landscape of media discovery has changed drastically. I have summarized the three points below.
The change from traditional platforms to digital platforms:
The rise of the Internet has changed the way we discover media. In the past, traditional media such as newspapers, television and radio led the way in spreading information. Today, users can explore vast amounts of content based on their interests. Digital platforms and social media have democratized access to information.
Personalized recommendations and algorithms:
A key distinguishing feature of media discovery in the digital age is personalized recommendations through complex algorithms. Platforms analyze user behavior, preferences and interactions to provide a unique media experience tailored to each individual. This not only increases user engagement, but also introduces users to content they might not otherwise discover.
Social media is a catalyst for discovery:
Social media platforms play a central role in media discovery. By sharing articles, videos and recommendations, users rely on social networks to discover new and relevant content. The viral nature of social media rapidly expands media reach and influences trends and discussions globally.
For example, in the summer of 2014, the Ice Bucket Challenge went viral on various social media platforms. Challengers filmed themselves pouring a bucket of ice water over their heads and shared it on social media, encouraging others to do the same and donating money to the ALS Association, which supports research into Lou Gehrig’s disease (ALS).
The campaign has generated a huge response, with celebrities, influencers and the general public taking part and challenging each other. Through social media, what started as a small local campaign quickly grew into a global phenomenon, with millions of people getting involved. As a result, the ALS Association received a significant increase in donations.
The rise of digital platforms has turned the traditional centralized media model around, creating an era of unprecedented choice and individuality. The once public experience has been transformed into a more personalised and ubiquitous environment where consumers are empowered to explore and shape their own media journeys. This digital transformation represents not only an evolution in technology, but also a cultural change to the way we interact with the world around us.
And following the rapid development of the age, what are the new trends that the media has discovered?
Voice search and interactive interfaces:
The integration of voice search technology is changing the way users discover media. Smart speakers, virtual assistants and voice-activated devices enable users to interact with content using natural language, providing a more intuitive, hands-free media discovery experience. With the development of voice recognition technology, it will play a key role in reshaping the way users visit and explore digital content.
Artificial Intelligence and Machine Learning:
Artificial intelligence is a key technology for personalized content discovery, while machine learning algorithms analyze large amounts of user data to provide highly customized recommendations. The evolution from a rules based system to complicated Artificial Intelligence driven models enables platforms to understand the nuances of user preferences and improve the accuracy and effectiveness of content pushes. This trend is deepening user engagement and satisfaction with media discovery.
With these trends continuing to develop, they will redefine the way individuals access and discover media content on the whole. The convergence of advanced technologies, a focus on the user, and a commitment to ethics will pave the way for the future of the media discovery landscape.
Reference：
Traubhaar, J. D., LaRose, R., & Davenport, L. (2012). Media now: Understanding media, culture, and technology. Cengage Learning.
Thompson, J. B. (1995). The media and modernity: A social theory of the media. Stanford University Press.
Sørensen, J. K. (2020). Personalised universalism in the age of algorithms. In Universalism in Public Service Media: RIPE@ 2019 (pp. 191-205). Nordicom.
BBC. (2015). Ice bucket challenge: What’s happened since? BBC NEWS. https://www.bbc.co.uk/news/health-33640896
Williams, F., Rice, R. E., & Rogers, E. M. (1988). Research methods and the new media. Simon and Schuster.
Roberts, D. F., & Foehr, U. G. (2008). Trends in media use. The future of children, 11-37.
