HOW THE ACTIVITIES OF NON-JOURNALISTS AFFECT THE OPERATION OF THE TRADITIONAL MEDIA HOUSES AND THE STRATEGIES THEY ARE USING TO SURVIVE.

             INTRODUCTION  

Before tackling this question, it is important to give a brief history of both old and new media. And then move to define certain concepts found in the question. In addition, the effects and strategies as well as examples will be given.

   HISTORY OF BOTH TRADITIONAL AND SOCIAL MEDIA

Media is a method of communication or form of publication commonly used to distribute news and information. Cave paintings, outdoor advertising and books were some earliest forms of communication or media. In the mid-1400s, Johannes Gutenberg first used a printing press and in 1500s and 1600s more sporadic methods were launched across Europe. The first computer was sold commercially. Forty-three years (1994) later, the American government released control of the internet which led to the birth of the World Wide Web (www).

     The term ‘’weblog’’ was coined to describe online journals. It was later shorten to blog. By 2004 blogs had become mainstream and a popular political tool. In 2003, podcast were conceived when MP3 audio files were combined with RSS (Really Simple Syndication). It was created in the late 1990s and expanded in early 2000. This allowed users subscribe to their favorite blogs, podcast or other content sharing website (collectively referred to as social media) and automatically receive new content on their computer or portable media device as it becomes available.

          DEFINITION OF TRADITIONAL /LEGACY MEDIA;

Many scholars have defined traditional (also called old) media as that which is not new but this definition is vague or unclear. Traditional media refers to the old and usually archaic way of disseminating information involving only one way communication. It may also refer to the media used before the advent of technological advances like the internet. For example, sending mail through the post office and reading newspapers is considered as using old media, whereas sending e-mail, reading electronic newspaper articles on the internet or a mobile phone is thought of as new media. Newspapers, magazines, radio, television stations and broadcast networks are all examples of traditional media.

 WHAT IS SOCIAL MEDIA?

It refers to the means of interactions among people in which they create, share and or exchange information and ideas in virtual communities and networks. Social media depends on mobile and web-based technologies to create highly interactive platform through which communities share, create, discuss and modify user generated content. Platforms like twitter, facebook, and linkedin have created online communities where people can share as much or as little personal information as they desire with other members. Social media has key principles. It is about conversations, community, connecting with the audience and building relationships and not just a broadcast channel or marketing tool.

              WHO ARE CITIZEN JOURNALISTS?

Citizen journalists are people who assume the role of reporters. In technical sense, they are not reporters but do what reporters do. They play an active role in collecting, analyzing and disseminating news or information. They are the mainstream audience and can also be called ‘Stand Alone’, Street, and Guerilla journalists among others. In straiten times, journalists cannot be everywhere at once and often arrive after the news event has actually happened. Citizen journalists or ordinary people with camera phones can be our sole source of first-hand information on sensational issues like accident. They also manufacture and produce their own news with no regulative measures. The main feature of citizen journalists is that they are usually found online.

 EFFECTS OF SOCIAL MEDIA ON TRADITIONAL MEDIA;

Citizen journalists’ use of social media is affecting the traditional media in diverse ways. These include;

REACH- in terms of reach, social media surpasses some traditional media like the print media. Its applications and social networking technologies increase the global reach of users. It brings people from far places like America, Kenya, and Germany among others closer to you. You chat and at the same time see your loved ones through Skype and Viber unlike the print media which reaches only few within a country.

INFOTAINMENT- social media outweighs traditional media in infotainment causing some media houses to fold up. Social media has made it possible for citizen journalists to use video and audio applications to make information entertaining. Information now comes in music and movie forms to make it easier and clearer to understand. For example, the political jingles are messages to us. Unlike the traditional media, information comes in its hard and raw form making information boring and difficult to understand.

VARIETIES- social media offer sufficient alternative sources to users. There are varieties; local news, sports, politics, entertainment, opinions, international news among others is what social media offers. The user chooses what to read at what time and at the same time be on a different page but the traditional media does not give such chance to users.

INTERACTIVITY- social media gives you the ability to post comments about an article that is published online, give a feedback and also interact with the author of the article and with other people posting comments.

    THE STRATEGIES USED BY TRADITIONAL MEDIA TO SURVIVE;

To remain in business some traditional media outlet have folded up and gone online. This is to get a wider audience like the citizen journalists do.

 Also, other radio and television channels stream online and simultaneously run facebook pages, twitter, tumblr to retain and embrace new audience and also to survive in the market. Joy Fm, Peace Fm, TV3, Metro among others is examples of such.

Traditional media houses are giving incentives to citizen journalists who bring them information. Some radio stations like Joy Fm and Rainbow radio gives 20gh and10gh respectively for a story.

Others like Ghana Broadcasting Corporation (GBC), TV Africa are extending its satellite to reach larger audience and to also survive in the market.

CONCLUSION;

In conclusion, it is important for the traditional media to know that social media will keep on advancing through the works of citizen journalists. In so doing, it is important for the traditional media to keep strategizing to survive or better still be at the same par with them.

                                     REFERENCING;

Socialmediatoday(The rise and fall of citizen Journalist).

Social Media Defined (what social media).

tufts.edu/social-media-overview.(Social Media Overview)