How has social media affected mainstream media?
Social media made an abrupt appearance in the lives of modern people and grew faster than anyone expected. The owners of the social media platforms made more money than they ever dreamed they would in the shortest amount of time possible because nobody thought it would be that viable a business. Social media became part of everyone’s lives and all people were forced to follow suit or risk being left behind. Businesses took to online presence to attract more customers and some people set up their businesses exclusively on the online platforms. Just like taxi drivers and services were forced to take on online taxi services to stay in business, mainstream media was also forced to be a part of social media to remain relevant to people’s lives. All mainstream media platforms have taken on social media to enhance their customer’s experience. A huge chunk of the revenue generated by media houses comes from advertising. The need to remain relevant had a lot to do with their revenue-generating schemes. Social media has influenced mainstream media in many ways but these factors have made it more efficient and dependable than it was before.
Social media made people less dependent on mainstream media for information. In the past, it was difficult for people to get wind of breaking news when it happened. They had to wait for the next day to see it in the newspapers. They also had no way of commenting or expressing their feelings towards what is reported because the channels were very small. The introduction of social media makes people aware of what is happening the minute it happens. Some citizens report what is on the ground before the media houses get wind of the story, making them more efficient in reporting current affairs. It became paramount for mainstream media to join social media to keep up to date with news and have it on their platforms when citizens report it. They scramble to reassure citizens that they are still dependable so that they can stay in business. Many young people still prefer social media platforms such as Twitter for breaking news, forcing media houses to be as active on Twitter as the young people so that they can connect with them and drive them to their social media pages for dependable news.
The news reported by mainstream media used to be final because the readers and listeners had no way of being a part of the conversation. They were forced to take their word for it and keep their emotions and opinions to themselves. The news that is reported on social media allows readers and listeners to air their views on what is reported. If they feel like the news reported is inaccurate, they can comment on the same and have other citizens support them. The fact that media houses were forced to join social media to remain relevant meant that the news they reported on televisions and radio was open to scrutiny by the public. People can post their views on their platforms and demand accountability for anything they feel is erroneous. Media houses are forced to ensure that whatever they report is accurate and backed with evidence so that they can remain relevant to citizens and have a good reputation among them. Social media brought with it two-way communication between the media houses and the people as well as accountability among the media houses to ensure that they report what is true and genuine.
Media houses would report matters at whatever time they felt was convenient for them. Breaking news was reported the next day at a time when the matter may have advanced and changed. Citizens were not put up to date with matters, making them unable to participate or air their views when the matters happened. They had no choice but to accept the news as it was reported because, by the time they were receiving the news, a lot was already done after the news broke. The introduction of social media made the mainstream media platforms step up their performance to ensure that they report the news as soon as it happens. If they did not report matters as soon as it happened, citizens that were at the scene would report it before them, making them less dependable. If late reporting became a norm, people would stop turning to them for new and depend on the posts of their fellow citizens, making them obsolete. Corporates would stop advertising with them, stripping them off their main revenue stream. Media houses were forced to be active on social media to get wind of any news that is happening on the ground. They are aware of all matters around the world and can report it as well. These measures have made them more aggressive and have enabled them to remain relevant in the age of social media.
The two-way communication between media houses and the people who listen and watch their content has made them more accurate with the matters they report. They have no room to make mistakes when reporting the news because people will raise the errors and they risk seeming inaccurate to their viewers. They ensure that all the news they report is backed with heavy evidence so that they can offer comprehensive information to their viewers and listeners. In most instances, people who were at the scenes call them. They have the mandate to ensure that the news they report is accurate because they could be flagged if they reported propaganda. The lack of credibility could cost them revenue because hey would lose viewership which would cost them the revenue they get from corporates who advertise with them. In the present time, people can completely depend on the news that is reported by mainstream media because it is well analyzed and the reports are as accurate as they can be. In events where their stories are challenged, they are quick to offer apologies and compensation to the parties that are affected by false reporting. Social media worked to ensure complete dependability on the information given by mainstream media.
Media houses respond to all the comments given by people on the news they report. They have worked on their customer service levels and ensured that the communication channels between them and their viewers and listeners are at its nest. They invite their viewers to comment on the news as it happens and respond to the posts and comments given by the viewers on live television. Social media worked to make mainstream media more human in the eyes of its viewers and listeners.
Mainstream media has drawn much closer to common people than it had in the past. They have become dependent on citizens for the news they report because they can’t be present in all places at the same time. They have also brought people like politicians much closer to the common people because they host them on live television and invite people to send in their questions and comments for the politicians to respond. All the people who have been given responsibilities to the common citizens have the mandate to do their work as it is expected because people use social media to demand accountability from them. Mainstream media is desperate to remain relevant to the people and, therefore, have to report exactly what the people feel. Citizens get to be part of the policymaking process thanks to the contributions of social media to mainstream media.
People have depended upon mainstream media for many decades. The facts printed n newspapers were taken as the gospel truth and people were never allowed to be part of policymaking or even to give their point of view on the matters going on in their countries. Social media made everyone a part of the national communication and made mainstream media more vigilant in the work they do. They were forced to be more accurate and to report all news as soon as it happened. They were driven by the fact that their revenue streams would plummet and that they would be replaced by the digital media that came with social media. With the introduction of social media, everyone in society got to have a say in what is happening in the world.