The impact of digitalization and social networks on mass media communication

Kaunas, 08.10.2010.

The impact of digitalization and social networks on mass

media communication

Ilze BērziņaMBA, Riga Business School

Doctoral program, School of Business Administration Turība

Latvia case

Agnis StibeMBA, Riga Business SchoolMg. Comp. Sc., University of LatviaDoctoral program, University of Latvia

Content

Kaunas, 08.10.2010.

2Ilze Bērziņa, Agnis Stibe: The impact of digitalization and social networks on mass media communication. Latvia Twitter case.

Summary of key findings of earlier researches Conclusions

Past theories in today’s interpretation

• Medium is the message. Today medium – socially active person

• Media as a filter to organize and interpret social existence

• Media has to change ideologically, it cannot be blind supporter of elite in power

• Elisabeth Noelle – Neumann theory not in force today

• Opinion leaders are as transmission agents or interpreters

• Klapper noted that communication better is transmitted by different social lines

Ilze Bērziņa, Agnis Stibe: The impact of digitalization and social networks on mass media communication. Latvia Twitter case. 3

Kaunas, 08.10.2010.

What now?

• Preston name media as knowledge intensive service what may be located at the forefront of current network society or knowledge economy developments

• Castells notes that messages become enclosed in the medium, because the medium has become comprehensive, diversified, it absorbs in the same multimedia text the whole of human experience, past, present, and future.

• The communication approach ‘many to many’ is becoming more important as ‘one to many’ what is mass media communication principle

• Giddens concept of embeddedness to the processes of globalization

• Altering experiences - processes of individuation, whereby people come to rely less on traditional norms, values, and institutions and more on their own knowledge of things

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Ilze Bērziņa, Agnis Stibe: The impact of digitalization and social networks on mass media communication. Latvia Twitter case.

The main problem

• Pavlik research - changing technology and economics of online news are undermining the traditional separation of editorial and business functions in media organizations in USA

• Nygren states that financial motives are much stronger today in media companies than 5 – 10 years ago and this corresponds to a relative weakening of professional norms and journalistic values

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Solution

• Networks today have become as filters what absorb the information given out by mass media

• Different social networks and micro blogging site Twitter have taken the role of mass media because the members of these communities are content creators and content consumers at the same time

• Twitter like a radio for tuning into the world

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Latvia case

• Why Twitter?– Recent and fast developing community, 2006– Became popular in Latvia, 2009– Considerable amount of users in Latvia: 32 392 [Data provided by SIA Soon, 18.08.2010]

• Methodology– Quantitative survey online

• 37 questions & 403 responses

– Invitations• 7 tweets by authors

• 37 retweets

• 1 reference in technology blogger article

• 1 author’s blog entry in http://ilzeberzina.wordpress.com/

• Several messages in other social networks

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Rapid content generation

79%

85%


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It is real


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The choice of trust


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Diversity and networking


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Groups of interests

top

bottom


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Paradigm shift

46%

62%

Conclusions

• Impact?– Liberalization

• Less controlled environment• Less dominance of commerce over free publicity• Active participation

– Network formation• Groups of interests• Super normative members • Freedom of choice

– Multidimensionality• Content depth and breadth• Mass interpersonal communication and persuasion• Opinions diversity

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Kaunas, 08.10.2010.

The impact of digitalization and social networks on mass media communication

Ilze Bērziņa@Pasniedzeja

[email protected]://ilzeberzina.wordpress.com/

Latvia case.

Agnis [email protected]@gmail.com

The impact of digitalization and social networks on mass media communication

Technology

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