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Introduction The subject of media is quite broad and interesting. Therefore, it is critical to picture the main topics that were covered to provide a solid foundation for the other topics in the subject. Therefore, the goal of this paper is to explore three of the main topics that were covered in the subject. These are: A Changing Media Landscape: Key Contemporary Shifts? Contemporary Advertising: Monetizing Changing Media Audiences Has the Digital Revolution Caused the Demise of Traditional Journalism? The paper seeks to enhance the level of understanding of these topics through an analytical review of the underlying theories and concepts. A Changing Media Landscape: Key Contemporary Shifts? This topic explores a number of issues concerning the structural changes that are eminent in the media industry. The emerging media landscape depicts changes in the media content and the techniques of delivering the content to the audience. Therefore, I examine three key areas under this topic. These are: the digitization of media, the degree of commercialization of media in the contemporary times, and the continued embrace of integration between different players in the media industry. Under this, I review the entertainment aspect and socialization of the media. To begin with, it is important to note that the media industry is witnessing a revolution. Structural changes in the media industry pose both a challenge and an opportunity for the media companies. The revolution in the media industry is depicted by the widespread structural changes in media practices due to the introduction of new technologies and new practices. According to Kaul (2012), a large number of the structural changes that are taking place in the media industry resonate from the emergence of digital technologies. Digital technologies results in what most people refer to as the digitalization of media. Digital technologies continue to broaden the meaning of media. The adoption of the Internet in communication at different levels of interaction, individual, organizational, and family among others broadens the conception of new media in that the individual, group, or organization becomes a complete media in itself. It is easy to source for information and pass the information to different people, as well as receive feedback from the audience with the adoption of digital technology. The digitalization of the new media implies that the systems of communication in the modern times are expansive. This quickens the pace at which information is relayed from the source to the receiver. Get your 100% original paper on any topic done in as little as 3 hours Learn More Jenkins et al. (2006) argue that the new media landscape requires new skills and competencies in order to attain participatory communication. I comprehend the issue of participatory communication from the perspective of the presence of digital tools of communication and their supportive communication software that enable people to interact with either other people, or with the media companies. One must not only be aware of the technology, but also know how to use the technology for communication to maximize interactive communication. Web 2.0 technologies are one of the platforms on which tools of interactive communication have been developed. The expanded social space in media means that the media is not used as a source of information, but also a place where social interaction and entertainment takes place. Here, I can name a number of the new media platforms that enhanced entertainment, as well as social and formal interaction. They include Facebook, Twitter, YouTube, and My Space, among others. Borrowing from Jenkins (2006), I ascertain that one of the features of the new media landscape is that it is networked. Networking can be looked at from two perspectives. First is the ability of the new media to reach different people in different destinations from a single source. This can be likened to the aspect of globalization of media where the deployment of communication networks enables people in one destination to interact with other people across the globe. The second perspective is the ability of media companies to expand their capacity to deliver through the establishment of business networks with other companies that are operating in the media, as well as the information technology industry. Within the realms of the communication in the changing media landscape, communication is molded around conglomerates in the media business. Media business is operated locally and globally at the same time. Online communication firms that operate in a commercial platform have emerged. Therefore, media organizations around the world continue to embrace partnerships with different players in the communication industry to broaden the platform on which they offer their services to the people. The aim of most media firms is to increase to expand their operations and reach as many people as possible. We will write a custom Essay on Media Industry Structural Changes specifically for you! Get your first paper with 15% OFF Learn More This, in turn, increases their competitiveness in the market, especially when it comes to the aspect of marketing for business firms. This, in turn, invites competition between media firms, where each firm seeks to attain a better position through the diversification of the techniques that are used in the delivery of information to the people (Castells

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