From Traditional to Digital
“They will have to rely on the benefits of different media – words, still pictures, audio, video – to provide the best aspects of the story to the news audience” (Kolodzy, 2013). This is essentially the benefits of utilizing technology in the media. No longer are there just words on a page advertising a company’s product. Instead, the company is now able to record a video of the product in action, instantly upload, and advertise that to their consumers through social media. “As digital audiences expand and move beyond news websites to social media, mobile apps, podcasting, and even email newsletters, news publishers are making an effort to be in those places as well” (Lu & Holcomb, 2016). According to the Pew Research Center, in 2015 total digital ad spending grew 20% or about $60 billion, but the traditional news journalism companies were not the primary beneficiaries. 65% of that revenue was dispersed among the big tech companies that rely heavily on basically digital everything; Facebook, Google, Yahoo, and Twitter. Traditional print newspaper organizations did not wait around once they began to see a drop in newspaper sales because of digital and mobile devices. They did the only thing they knew to do; translate their daily print articles into daily digital articles on their website. Because these articles were easily accessible from a mobile device or tablet, readers dropped the hard copy and began accessing it from those devices. This also led to a decrease in desktop use because people can now access news and apps directly from their phones. The Pew Research Center analyzed 110 media outlets and of those, 99 of them experienced an increase in unique visitors on mobile devices as opposed to visitors on desktops to their sites. In fact in 2015, majority viewership increased by more than half among the 50 highest circulating daily newspapers whose digital traffic was mobile.
This
technology has also brought about an increase in training for communicators to
better equip them for the digital world. Journalist must now be able to write
copy, film live or pre-recorded footage, edit tape, remain ethical in their
content, and be the first to publish. Training on remaining honest, ethical, and
justified is the most important because in a fast and first world, some
journalists would rather be the first to break a story whether their facts are
correct or not, which is wrong. Also being able to translate a long-form
article into a short-form article is important as well. Some social sites only allow
so many words so being able to chop up a story without changing the meaning of
the story is crucial.
One
example of how a company utilizes social media to promote their services and
ways of life is Red Bull’s 2015 campaign called Up Close and Personal. Red Bull
is an energy drink but one of their main purposes is to get people out and
about in the environment and to find their own outdoor thrills. The campaign
was a sequence of photographs shot by a GoPro camera of wild animals up close and
personal in their natural habitat. Where these images may not show the actual
Red Bull energy drink, they do show the outdoors and animals which is part of
their mission as well. For any outdoor junky or animal lover, or just anyone
who likes cool pictures, this would be great advertising for them.
The next image and link below leads to another Pew
Research Center survey that shows the percentage of adults who get their news
from specific outlets.
Red Bull strives to provide insight into peoples lives. They want to show people just how cool and energetic life can be. Red Bull is more than just an energy drink and that is clear from their messaging through social media. They look to promote their brand and not just their drink. By showcasing amazing scenes with amazing people doing amazing stuff can change someones life. They represent what the people in the video below represent, motivation to be active and adventurous.
http://linkhumans.com/case-study/red-bull
Reference:
Kolodzy, J. (2013). Practicing
Convergence Journalism: an introduction to cross-media storytelling. New York, NY: Routledge.
Lu, K., & Holcomb, J. (2016, June
15). Digital News Audience: Fact Sheet. Retrieved January 18, 2017, from http://www.journalism.org/2016/06/15/digital-news-audience-fact-sheet/
Sampiero, L. P. (2015, April 09). How'd
They Get Those Pictures of Scary Animals? Retrieved February 07, 2017, from http://www.redbull.com/us/en/adventure/stories/1331716075347/how-did-they-get-these- photos
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