Page 189 - Convergent Journalism an Introduction Writing and Producing Across Media

The Consumer Has the Power

other person on a live video feed. Advertising messages will be subtly
integrated into everything.
This ability to use new technologies to experience media when you
want to is at the heart of the evolution in consumer media use.

The Consumer Has the Power

Marketers need to embrace the growing movement of consumer
empowerment. The full transition from the old mass media industry
to a consumer-centric new media model hasn’t fully happened, but
it is nearing a tipping point. This revolution is taking place because
consumers have changed how and how much they use media. It’s
driven by many factors, including demographic and ethnic shifts in
our population; new technologies that revolve around the computer,
Internet, and cell phone; and a desire by people of all ages to be more
connected. As media convergence continues, more segments of new
media will combine with traditional media and new technologies to
enhance the consumer experience and create new avenues for market- 179
ing. Consumers will become more resistant to advertising if the way
the message is delivered does not fit with their lifestyle.
Not all consumers will be able to take part in this new multimedia
world. There is a growing Digital Divide between those who can and
can’t afford the technologies needed to participate with new media.
This could slow the total transition to a “post-information society” in
which we are defined by the media we consume, not by the products
or services.
The mass media culture of the past will eventually evolve into
personalized media communities of the future. And multimedia
advertising will lead the way.

References

Bughin, J. (2004). Using mobile phones to boost TV ratings. The McKinsey Quarterly.
Accessed April 29, 2005, from: http://www.mckinseyquarterly.com/article_page.
aspx?ar=1432&L2=17&L3=66
Ciociola, M. (2004). He’s lovin’ it. How a savvy adman from NY found happi-
ness selling burgers with a clown from Chicago. Philadelphia Ad Club Web site.
Accessed April 29, 2005, from: http://www.phillyadclub.com/staticpages/index.
php?page=20041109165324899