You will prepare and submit a term paper on The Changing Role of Advertising in the Mass Media. Your paper should be a minimum of 4250 words in length. However, whenever one gets a chance to relax, more so the younger generation, it is usually in front of a computer or with their phone or tablet (Kakihara & Sørensen, 2002). People are spending a great deal of time, consuming online content and updating their social media feeds on Twitter and Facebook and as a result, TV and newspapers in their traditional sense are gradually being marginalized. With the emergence of new technologies every other day, the trend of online viewing is growing exponentially as people try to seek out what is most effective and convenient. Today, the internet is improving in its scope and capacity with 4G and LTE networks being the hallmarks of high-speed internet and even these are still being developed to become more efficient (Dahlman & Skold, 2011). The quality of web content is gradually eclipsing TV especially considering that the internet does not force one to conform to a specific type of content.
John Naughton, a writer for the Guardian differentiated TV and internet by categorizing them as push and pull media (Naughton, 2005). According to him, TV has pushed media because a group of producers and directors selects content and relayed to the audience (Gobe, 2010). However, the internet is pulling media since one ultimately gets to choose what they want to see, he claims that when one finds themselves not feeling compelled to conform to online content choice, they are likely not using the internet correctly. In the developed world, people who have had cable TV for most of their lives are today claiming they do not need cable as much as they need high-speed broadband internet.
Furthermore, a study by IBM exhibited that the dependency rate of TV as the primary media providers is falling, as the internet gains popularity (Berman et al., 2009). The scope and influence of mass free to air television, broadcasting have been on a gradual decline. In the past people would all watch the same shows at the same time. however, audiences have become more fragmented because of narrowcasting through cable and satellite services (Keane, 2014). With the arrival of internet protocol television, traditional TV suffered another serious blow. Online video services such as Hulu, Youtube Netflix amazon, and iTunes are becoming popular in various countries threatening TV with redundancy.