The impact of digitalization and social networks on mass media communication

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The impact of digitalization and social networks on mass media communication

  1. 1. Kaunas, 08.10.2010. The impact of digitalization and social networks on mass media communication Ilze Bērziņa MBA, Riga Business School Doctoral program, School of Business Administration Turība Latvia case Agnis Stibe MBA, Riga Business School Mg. Comp. Sc., University of Latvia Doctoral program, University of Latvia
  2. 2. 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
  3. 3. 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.
  4. 4. 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 4 Kaunas, 08.10.2010. Ilze Bērziņa, Agnis Stibe: The impact of digitalization and social networks on mass media communication. Latvia Twitter case.
  5. 5. 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 5 Kaunas, 08.10.2010. Ilze Bērziņa, Agnis Stibe: The impact of digitalization and social networks on mass media communication. Latvia Twitter case.
  6. 6. 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 6 Kaunas, 08.10.2010. Ilze Bērziņa, Agnis Stibe: The impact of digitalization and social networks on mass media communication. Latvia Twitter case.
  7. 7. 7 Kaunas, 08.10.2010. Ilze Bērziņa, Agnis Stibe: The impact of digitalization and social networks on mass media communication. Latvia Twitter case.
  8. 8. 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 8 Kaunas, 08.10.2010. Ilze Bērziņa, Agnis Stibe: The impact of digitalization and social networks on mass media communication. Latvia Twitter case.
  9. 9. Ilze Bērziņa, Agnis Stibe: The impact of digitalization and social networks on mass media communication. Latvia Twitter case. 9 Kaunas, 08.10.2010. Rapid content generation 79% 85%
  10. 10. Ilze Bērziņa, Agnis Stibe: The impact of digitalization and social networks on mass media communication. Latvia Twitter case. 10 Kaunas, 08.10.2010. It is real
  11. 11. Ilze Bērziņa, Agnis Stibe: The impact of digitalization and social networks on mass media communication. Latvia Twitter case. 11 Kaunas, 08.10.2010. The choice of trust
  12. 12. Ilze Bērziņa, Agnis Stibe: The impact of digitalization and social networks on mass media communication. Latvia Twitter case. 12 Kaunas, 08.10.2010. Diversity and networking
  13. 13. Ilze Bērziņa, Agnis Stibe: The impact of digitalization and social networks on mass media communication. Latvia Twitter case. 13 Kaunas, 08.10.2010. Groups of interests top bottom
  14. 14. Ilze Bērziņa, Agnis Stibe: The impact of digitalization and social networks on mass media communication. Latvia Twitter case. 14 Kaunas, 08.10.2010. Paradigm shift 46% 62%
  15. 15. 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 15 Kaunas, 08.10.2010. Ilze Bērziņa, Agnis Stibe: The impact of digitalization and social networks on mass media communication. Latvia Twitter case.
  16. 16. Kaunas, 08.10.2010. The impact of digitalization and social networks on mass media communication Ilze Bērziņa @Pasniedzeja imkomunikacija@inbox.lv http://ilzeberzina.wordpress.com/ Latvia case. Agnis Stibe @agsti agnis.stibe@gmail.com

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