For many decades, mass media has
existed primarily as form of one-way communication. Many forms of
media, such as television and books, only sent out their message
through their selected channel. Then, the receivers or audience
passively consumed the content. According to Media/Impact,
one-way communication can also be referred to as "dumb
communication" (Biagi 19). This is due to the fact that the
senders had all the control and limited interactions with the
receiver. Also, he receiver is not able to offer any immediate
feedback to the sender. For example, when someone goes to the movie
theater, they are only able to select from the available film
listings. In addition, the receiver is only able to watch the film
and not directly contribute to the content.
However, in recent years many forms of
mass media has evolved into two-way communication due to advancements
in digital technology. Two-way communication or "smart
communication" involves the sender and receiver being able to
communicate directly and immediately with each other (Biagi 19). The
receiver is no longer just passive; they have more power to influence
and personalize the sender's content through feedback and
interactivity. For example, the receiver has the choice to "like"
a company on Facebook, which allows them to receive promotional
information and gives them a platform for voice their opinions.
Two-way communication is essential in
the new communications network due to the fact it is becoming the
preferred form of communication of consumers around the world. Thanks
to wireless technology, people expect to deal to receive personalized
content immediately and have a direct connection with the sender or
company. In order to remain profitable, companies need to embrace the
technology that allows two-way communication possible.
Biagi,
Shirley. Media/impact:
An Introduction to Mass Media.
Boston, MA: Wadsworth Cengage Learning, 2010. Print.
good ties to modern society 25/25
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