Social Expectations of Mass Media: Cultural Impact of Broadcast Media Advancements

Broadcast media have evolved in response to digital developments
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The digital age has ushered in a consumer culture in which more choices, fewer commercial advertisements, and better quality are the norm. In contrast to the "push" model of traditional broadcast media in which audiences had to select from a limited number of predetermined programs with commercial interruptions, today's digital "pull" model is based on consumers' expectation to view and listen to movie, television, and radio content on demand. While many services offer free access to customers who agree to receive advertisements, they typically allow convenience-minded users to circumvent these ads for a small premium.

How is Digital TV Different from Analog?

Source: Iowa Public Television

On-Demand Entertainment
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DIGITAL TELEVISION, RADIO, AND VIDEO ON DEMAND

Two key technological developments have transformed the way in which audiences consume the traditional broadcast media of television and radio: the transition from analog to digital TV and the rise in Internet-provided streaming and downloading services. According to the FCC, “Digital Television (DTV) is an advanced broadcasting technology that […] enables broadcasters to offer television with better picture and sound quality, and multiple channels of programming” (“Digital Television,” n.d., para. 1). Goldfarb adds that, "with the digital transition, broadcasters are able to broadcast multiple video programming streams, rather than a single stream” (p. 115), enhancing media companies' offerings. Video-on-demand (VOD) services such as Netflix, Hulu, and Amazon Instant Video make available television programs that are not even on the airwaves, allowing users to view TV episodes from years past and "binge watch" entire seasons of their favorite series. Satellite radio channels and music services like Pandora take are the radio equivalent of these TV offerings, catering to a digital consumer culture that enjoys and has come to expect convenient, high-quality, low-interruption entertainment.

CHALLENGES

The benefits afforded media consumers by new digital technologies are not without tradeoffs. A relatively small number of national and global corporations control a large percentage of these digital markets, creating several drawbacks compared to the former analog broadcast system. Goldfarb (2011) writes that “Market and technological changes are creating challenges to the long-standing business models employed by broadcast television networks and local television stations [and] affecting the three pillars of U.S. government media policy—localism, diversity of voices, and competition” (p. 112). He notes that, even though the amount of local programming is actually on the rise (because it is cheaper to produce than other content), viewership is down. Media power is increasingly being consolidated in the hands of fewer major players, potentially stifling the consumer benefits of a competitive market and limiting audiences' exposure to a variety of perspectives about important social issues. In order to mitigate such detrimental outcomes, citizens and consumer advocacy groups must be vigilant for corporate and governmental overreach and maintain a persistent and forceful campaign to increase awareness about media consolidation, lobby for sensible political reform, and raise the alarm should organizations abuse their power.

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References

“Digital Television.” N.d. Federal Communications Commission. Retrieved from https://www.fcc.gov/digital-television

Goldfarb, C. B. (2011). How changes in the economics of broadcast television are affecting news and sports programming and the policy goals of localism, diversity of voices, and competition. Journal of Current Issues In Media & Telecommunications, 3(2), 111-144.