The world has changed dramatically over the past twenty years, thanks to the rapid pace of technology. The rapid growth of e-media has dramatically altered the landscape of mass communication theory, leaving sociologists scrambling to study the consequences and make sense of the chaos. E-media fast provides us with more ways to get our message out there, but it also complicates things by giving each channel its own unique set of variables which must be taken into account when trying to reach audiences through any form of Reel Craze media.

Breaking Down the Narrowcasting Phenomenon

A narrowcasting phenomenon is taking over mass media. This new age in technology allows users to customize their own newsfeed from thousands of different sources, topics, and interests. These narrowcasters are able to interact and share information that they may not have had access to prior due to lack of exposure. 

With these micro consumers, advertisers can target specific audiences based on demographics and psychographics instead of using mass broadcasting techniques that reach millions but don’t connect with most viewers. While some claim narrowing channels will result in fewer eyes seeing a product or information, another claim shows that because there are more micro consumers, products are reaching more people than ever before while being targeted specifically at each individual consumer. What role does narrowcasting play in today’s society? 

Are we better off having less information or more? Is it necessary for our country to expose to so many opinions and ideas or do we need a break from them all sometimes? Which medium would you choose if you could only pick one: television, newspapers, magazines, radio, internet/websites (including blogs), text messaging (SMS), instant messaging (IM), mobile apps (apps), e-mail listservs/newsletters, podcasts/vodcasts/videocasts/telecasts…?

What Does This Mean for Media Companies?

In less than a decade, much has changed about how consumers get their news and entertainment. Traditional media companies are fighting for audience share with social networks like Facebook,

and new Reelcraze media companies like BuzzFeed have emerged from nowhere to become major players in online advertising. Even professional journalism is being turn on its head by citizen journalism. To make sense of all these changes, we must adjust our mass communication theory to account for them

or be left behind by those who do so first. We need to move away from traditional models that privilege

media institutions and instead focus on technological convergence and new forms of content distribution.

Inevitably, everything comes full circle, even if not exactly as you would expect it. Technology comes up again in my latest book – New Media – because I think that’s where most things start going wrong for writers

(and many other people). The solution isn’t simply writing faster but rather knowing

what needs to write at any given time (which requires learning what others want you to write)

while still maintaining your own voice (something easier said than done). So yeah, technology may change but writing itself will always remain relevant.

What Does This Mean for Audiences?

The internet is an ever-changing landscape, so what might have consider a high-quality streaming experience in 2014 will be less than stellar by 2016. For audiences, that means that you’ll need to recalibrate your expectations as to what constitutes a good viewing or listening experience when it comes to e-media.

For example, 2015 ushered in 4K technology for streaming videos; if Netflix wants to continue being an industry leader, they’ll have to ensure their customers are able to take advantage of these kinds of innovations on top of whatever new format emerges next year. 

You can bet that cable companies and providers will work hard to make sure their own services don’t fall behind. When looking at e-media services, pay attention not only to whether they meet your current needs

but also to how they’ll evolve over time. If a service’s offerings won’t change

with its audience’s needs, then you’re stuck paying for something that won’t keep up with tomorrow’s standards.


As a result of these rapid changes, mass communication theorists have to keep up

with a stream of news and media output. While having access to such a large body of information is a huge asset for researchers,

only those who can find pertinent content quickly and efficiently will be able to sift through it all

and write about findings in any sort of timely manner.

The increased pace does, however, make keeping up with new discoveries much more manageable for academics; learning about what’s new in your field no longer requires getting physical copies of journals

or waiting days or weeks for delivery. Rather than being limit by where you live or what’s available in your library, you can view information from all over. 

And if something interesting catches your eye, there are plenty of ways to learn more about it without leaving home. In short, e-media has made academic research far easier and faster—but that doesn’t mean everything has changed. Researchers still need to know how to use their resources effectively and identify relevant information among an overwhelming amount of data in order to maintain relevancy in their fields.