*As media continue to evolve, several trends have become apparent

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*Media audiences: less mass, more selective.*Audience fractionalization or segmentation

*Reduced audience for any single media vehicle

*Definition of mass communication still applies; audiences still large, organizations still complex.

*Specialization is evident, but potential to reach mass audience still exists.

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*Convergence means coming together or uniting in common theme or focus.

*Corporate Convergence: Companies acquire assets extending range of activities.

*Operational Convergence: Owners of several media properties combine operations.

*Device Convergence: One mechanism contains functions of two or more devices e.g. the iPhone .

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• Audience members can control what they see and hear, and when.

• Technological advances (VCR, DVR, VOD) give more power to consumers.

• More sources of information, including blogs

• More flexibility in consuming products (download single track vs. buy full album)

• Create own classifieds/ ads -Craigslist4

*A strategy making content available via a number of different delivery methods to a number of different receiving devices.* Example: Music videos started on cable/satellite

networks, went to websites, to iPods, to cell phones.

* Television content, newspaper content, magazine content, all are repackaged for multiple devices.

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*User-generated content (peer production): people share and collaborate on content.

*YouTube, MySpace, Flickr, Wikipedia

*Reflects Web 2.0

*Web 2.0 = communities, people, uploading

*Web 1.0 = companies, pages, downloading

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*Small screen devices allow media to become increasingly mobile

*iPads & tablets

*Cell phones

*Laptop computers

*iPods

*Significant milestone in development of communication

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*Online communications that use special techniques that involve participation, conversation, sharing, collaboration, and linkage.

*At the start of 2011, Facebook had more than 500 million users; that would rank the Website third largest in the world if it were a country.

*Businesses & politicians are turning to social media to market their products.

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