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When you contemplate “the media,” what appears in your thoughts? A handful of significant news channels and daily publications, or a multitude of podcasters, vloggers, and other citizen journalists on countless online platforms? All of these options or something in between?
Regardless of your definition, three educators from the University of Michigan delve into the present condition of media in the latest episode of Business & Society.
Sarah Zimmerman, a lecturer in business communication at U-M’s Ross School of Business, along with professors Yanna Krupnikov and John Barry Ryan from the College of Literature, Science, and Arts, share perspectives on the disintegration of conventional mainstream media, the emergence and transformation of influencers, and their expectations for future alterations in the media landscape.
The episode was recorded live last month at U-M’s Maize X Blue Marketing and Communications Summit.
The disintegration of mainstream media
Historically, the mainstream—or legacy—media comprised just a few news networks. Audiences had the option to select from a limited array of choices or to ignore the news completely. Ryan addresses how the number of individuals consistently tuning into the news has diminished, however, those who seek news are increasingly discerning.
“I believe the thirst for news among specific segments of the population is possibly more intense than ever,” stated Ryan, associate professor of communication and media and of political science. “Thus, they require more sources. They might read The New York Times, they could watch the conventional evening newscast, but that doesn’t satisfy their cravings, right? This amplifies the requirement for diverse types of content.”
This demand creates opportunities for alternative news outlets, including podcasters and social media influencers targeting niche audiences.
Contact: [email protected]
The evolving media environment
In considering potential changes, Zimmerman highlights the audience of information. She anticipates that news consumers will remain occupied, leading to a possible shift in news delivery towards compact content.
“Making information more digestible, more convenient—I believe that’s likely our direction,” Zimmerman remarked. “As information consumers, we wish to be both entertained and informed. Therefore, while I had significant concerns about the changing media landscape a few years ago, I now, in fact, have optimism.”
Contact: [email protected]
Lessons for upcoming media leaders
Regarding the teachings they offer to the next generation of media and communications leaders in their classrooms, critical thinking is vital.
“I urge my students to be cautious of post hoc reasoning related to the media,” expressed Krupnikov, professor of communication and media. “It is frequently uncommon for a political event to result from one journalist’s actions or one podcaster’s influence. Thus, (I advise my students) to be wary of assertions claiming that a single media choice precipitated an entire series of events.”
Contact: [email protected]
Business & Society is co-produced by JT Godfrey of the Ross School of Business and Jeff Karoub of the Michigan News office. The audio engineer is Jonah Brockman, and editorial production is handled by Mads Henke. Listen to all episodes of the podcast.
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