The+Resurrection+of+the+Mass+Media+in+the+New+Media+Economy+-+A+Brief+Summary


 * The Resurrection of the Mass Media in the New Media Economy**
 * Summary**

- the AOL/Time Warner merger signals the diminish of traditional media companies and the rise of internet driven (electronic-commerce strategies) industry - distribution channels have become the dominant component in this “new economy” media - however, the internet is merely reinventing old media platform strategies such as sponsorship and merger - Internet holds many different characteristics: narrowcasting with the capability of broadcasting - Morris and Ogan divided the producer-audience relationships into four groups: one-to-one (email), many-to-many (newsgroup), 1-to-1/1-to-many (topic groups, RPG games, chat rooms), and asynchronous communication (searches, many-to-one, one-to-many, source receiver relationship) - The problem in defining the internet is because the audience is too slippery to define - A view from the media treats the relationship of sender-receiver as a cash transaction between producers and consumers, diminishing the original communication intent and quality - Large companies are attempting to create content within their website. AOL wants Time Warner to provide compelling content and Time Warner wants AOL as their pipeline to audiences - Heavy lawsuits are filed by major industry players such as Sony on the issue of proprietary rights: MP3.com and iCraveTV - Communication produces social cohesion (unification) - Common experiences creates group cohesion - On characteristics that sets internet apart from other media platforms is it allows audience to have access to unedited material without time or space constraint (broadcast and print media have these constraints) - Viewing internet users as co-participant in communication (reception and interaction) as opposed to aggregated consumers - Some scholars even view audiences as the active participants in communication processes In general, the “new economy” has to come to terms with the audience, and no longer view audience as mere consumers.