Roger Fidler said, mediamorfosis an evolutionary transformation of media-related aspects of social, cultural, political, and economic. Mediamorfosis occur in response to a complex social situation, the development of technological innovation, the gap needs factual audience with the right people, as well as various political issues and media competition.
Three communication domain into the realm of developing mediamorfosis is interpersonal, broadcasting, and communications-based information or document. The concept of evolutive mediamorfosis occur in the context of the dominant third. Media morphed in a changing time. These changes always follow and involve the media-old
media.
One catalyst mediamorfosis is the internet media. As the growth of digital media and the wave of online media usage increases rapidly, marketing practitioners are required to change the marketing strategy is more adaptive. Conduct media audience (those who actively use the media) in recent years has changed very significantly. This requires the managers of the brand the more wise, work harder, and act according to a comprehensive understanding of your audience.
Audience behavior change communication experts called one mediamorfosis impact. The lessons are interesting and need to be understood in connection with mediamorfosis phenomenon described as follows:
Principles of Evolution and Coexistence
Mediamorfosis is a concept to think that states, development of communication technology and evolutive occur hand in hand. This concept is mentioned, each new medium develops gradually and never occurred spontaneously.
History proves media development, each new medium was born and developed in evolutive and her coexistence with the old media. All forms of communication, and can not exist independently. That is, all media are interdependent with one another in an ecosystem of communication.
Once again put forward, from one medium to another, both the media flow between categories and, in principle evolved in the context of mutual coexistence and never replace or eliminate each other. Interestingly, when a new medium was born and developed, at the same time the old media and vigorous as if forced to make changes, and often even more developed.
The presence of new media is never apart from the existence of old media. That's why new discoveries in the field of communications media technology must be seen to complement the existence of old media and old media in this condition often adapt and change to survive. So in principle, the presence in new media rather than to eliminate old media, because the old media has a unique and distinctive character.
Ecosystems and the phenomenon of multitasking
All of the changes in media use when this occurs in the media ecosystem are interdependent and evolve. But by the various parties, this change is often considered as a basic principle of the revolution which broke the use of media.
Reading, listening, and watching a previously conducted independently turned into a multitasking activity. Various studies indeed showed the decreasing flow of time to the old media and increased time consumption for new media.
However, multitasking activity should be accepted as a phenomenon that is growing fast as a consequence of mediamorfosis. We can watch TV while using the computer. Computer itself a device that allows the audience to do various activities in the media simultaneously.
Survived opportunities, and needs
The media became an interdependent ecosystem, so the presence of new media is believed to be pushing the old media endurance level is higher. The realization that the old media has a distinctive character and benefits should be viewed objectively.
The structure of the delivery of messages or the contents of the old media generally take place very unique and hard to replace trusted new media (emerging media). Watch in cinemas, for example, would give a different nuance than at his own home studio though his home has been designed to resemble a movie theater. The threat to old media certainly large, but this needs to be answered by providing products that significantly meet the needs of the audience.The success of the new media will be successful when able to take advantage of every business opportunity that is open wide and take advantage of the typical lack of old media.
But experts believe more communication, new media will never be absolutely dominate the old media. New media always takes the time to achieve success, even though new media business often seems promising. Facts prove the market, thousands of online sites disbanded so quickly and easily without the time to savor success.
