Okay people, back to basics:
What is Media?
Communication channels through which news, entertainment, education, data, or promotional messages are disseminated. Media includes every broadcasting and narrow-casting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet. (Business Dictionary, 2014)
Ethics with regards to the use of media is constantly being challenged by different stakeholders who have a concern over the power of its presence. I am not here to get into a heated debate regarding that subject matter. I am here to breakdown how I am exposed to media on a weekly basis.
In today’s integrated world (with regards to communication), it is as simple as typing a message and clicking send for the receiver to view the message and instantly communicate back with you. Media can be communicated through an array of platforms/devices including the internet (via smart phones, laptops, tablets etc), newspapers, radios and so on.
Online (Usage 65% of Total Weekly media spend):
My exposure to media on this platform has the highest ranking. After all I am one of many who grew up with it. I access the internet through two devices.
1. Smartphone:Unless you have some bizarre reason to be using a Nokia 3310 (which I call the ‘Builders Brick’), you more than likely have a smart phone. These devices have revolutionized how media is presented to users. I use my device on a daily basis be it checking E-Mails, LinkedIn, Facebook, Instagram, Asos or other useful applications. However I believe I spend too much time on this device like most people in this day and age. This was also cited by the Mail Online (2011) who warn smartphones were taking over peoples lives as more interesting content is released online. Fabian Hemmert (2014) points out that there is an existance of Smartphone Zombies which you can learn more about below:
2. Computer/Laptop: Similarly to my smart phone, I use of my laptop to check emails and log in to my social media pages. However I use this device largely for academic purposes. My media exposure is still high in this regard. After all, my course is Business an Management therefore I am constantly researching different companies websites, case studies and their official Twitter and Facebook accounts.
My exposure to media therefore is mainly through social media. As aforementioned I use an array of social media applications. Social media allows us to network, create and share content. To simplify it for you I have broken my exposure to these down.
i) Facebook (Usage: 30%) : I check this account daily primarily to check my messages, private group pages and comments left on posts. When I have time, I check my news feed for interesting articles or stories.For instance I was on Facebook the other day and I came across a post titled ’20 Things Bartenders need customers to stop doing’. Of course being a Bar Tender this was interesting to me. Likewise any news regarding the beer or spirits industries also catches my attention. My point being is that I am not just exposed to friends posts but companies posts be it selling a current product or marketing a new product. It is worth pointing out that I use Facebook for academic purposes e.g. If I miss a class I can get someone to inform me whether anything very important was covered and so on.
ii) Spotify (Usage: 20%) : I use my Spotify account as much as possible.I am in constant search of new artists, albums, songs and Spotify really set the status-quo with their application. Not only did the company create a platform that makes it easy to find new music but merged the idea with social media. Obviously if you have the free version of Spotify you are exposed to advertisements every few songs you play. Some ads are relative to me and some are not. For example, I may here an advertisement for a concert being held in Dublin (which I am interested in) and then I will hear another advertisement relating to insurance (but I do not drive therefore I don’t tune in to what the advert is telling me). I think advertisements through this form of media engages me as a listener/user/consumer but I filter the information I receive and only remember those adverts that are relative to me. According to KnowThis (2014), there are four levels to perception which effect how consumers filter information presented to them. These levels will be defined noted by KnowThis (2014) and applied to the to examples of adverts I was exposed to through the Spotify app:
- Exposure – sensing a stimuli (e.g. hearing both adverts regarding the concert and insurance)
- Attention – an effort to recognize the nature of a stimuli (e.g. recognizing that these are both adverts)
- Awareness – assigning meaning to a stimuli (e.g., lively advert for the concert/ humorous advert for insurance)
- Retention – adding the meaning to one’s internal makeup (i.e.Filter out the insurance ad/Retain Concert Advert)
Check out my spotify starred list here:
iii) Twitter (Usage 20%) : After recently setting up a Twitter account, I see what the hype is all about. I used to think friends were just being rude if they were on their phone instead of engaging with the group conversation going on around them but now I think social media platforms such as twitter can be addictive. I can see my usage of Twitter steadily rising especially when I start to follow brands I am interested in. Therefore I feel I engage with brands a lot more on this platform than any other. The more I engage, the more frequently I visit their online stores or retail outlets in the busy streets of Dublin.
iv) Instagram (Usage 15%): I’ve had an Instagram for a good while now. As a user I am exposed to the marketing and selling of different products on a weekly basis. Products can range from fashion to food or beverage based. I think companies can engage with digital native to large extent using this platform. Additionally I use Instagram to share photos with the community and I search for specific areas of interest be it fashion or scenery. I engage with companies to a certain extent on this platform. I would usually leave comments under their posts to give my opinion on a product etc. IKEA (who I follow) is a prime example of using Instagram to market its products and hats off to them in their efforts. They have basically created a ‘website’ if you will by giving each 2014 cataloged item their own account which you can read more about here.
v) Other Platforms (Usage 10%): These include applications such as ASOS, Pinterest, Tumblr, Songkick, LinkedIn etc which I use interchangeably depending on my free time during the week where I can simply sit back and browse through each of them. Being a dedicated follower of fashion I would spend more time using apps such as Asos and I would regularly order from them too. The ease of purchasing through your smart phone or laptop reduces the effort involved in finding items in stores, checking for sizes and so on. Hell, just early today I bought a suit online.
vi) Email (Usage 5%): I usually check my email account daily for updates or important dates to keep in mind (How easy has Gmail made organizing the different aspects of our busy lives?). However I am exposed to promotions such as Groupon, Grab One etc which I would browse through every so often to try and locate something I ‘actually’ need and not simply buying out of impulse. I think companies are focusing less on email to market or sell their products and focusing more on their applications for smartphones. They seem to integrate their app with sales, marketing, news forums and feedback making it a useful platform for users and customers.
Television (Usage 25% of Total weekly media spend)
Back when having a laptop or a computer was considered a luxury, Television was more dominant with regards to how many people used it. Today it is used in conjunction with other forms of media such as Netflix and so on. I spend about 25% of my weekly media spend using this platform. Now with Digital TV I can skip advertisements between shows, movies etc so I only watch what I want to watch. I will still expose myself to certain marketing efforts if they appeal to me or if they add some value to my research in college. For instance, I have always been a fan of alcohol advertisements such as the famous Guinness or Bailey’s adverts. Therefore I believe television advertising is still relevant in today digital context as the adverts still persuade me to purchase certain products. This is also noted by Forbes (2013) who covered a business article stating that traditional marketing is still alive. Despite this, I am watching less television as I have access to laptops, tablets and smartphones. The main two reasons I would use my television is for games consoles or Netflix. For what I pay, Netflix is worth it. Where it lacks in movies it makes up for in TV Series. Obviously the only form of media I expose myself to with regards to Netflix are shows, documentaries and movies. Documentaries however may deter me from buying certain goods such as Coca Cola or KFC. The same thing can be said about social media. If a negative story is posted by a reliable source regarding a good or product I may stop purchasing that good or product. On the opposite end of the spectrum if a company is sponsoring a sport or event it will stay with me for a long time and would stimulate me to purchase their goods or services. But I am easily influenced so to each his own is what I’m trying to point out.
Radio (Usage 7% of Total weekly media spend)
I barely listen to the radio. This could be because I do not drive. I do listen to it if there is a heated debate taking place on the likes of 4FM. Certain stations suit my taste in music. For instance, I loved Radio Nova when it first appeared on the radio waves but grew tired of them as it felt they played the same playlist everyday. Certain radio presenters have great senses of humor while others would put me to sleep with the lack of life in their voice. Companies advertising through the radio catch my attention if there is a chance to win a prize or enter a competition. Although if you live in the Republic of Ireland, I think you will all agree that we need to ban the Eurocycles/Eurobaby radio advert that pollutes the airwaves.
Magazines (Usage 3% of Total weekly media spend)
I buy one issue of Total Film or Empire every week to keep up to date on new releases or whatever is in the works within the film industry. I have never ordered anything from magazines but I like to look through the state of the art home entertainment systems such as new advances in surround sound etc. Usually I use the magazines to look at verdicts regarding new releases. If the movie has gotten poor reviews I will wait for it to leave the cinema and be uploaded to Netflix. But if a movie has gotten a lot of praise I will take the time to go and view it in the cinema. Despite purchasing these magazines on a weekly basis, I don’t think it will be long before I start subscribing to an online magazine instead of roaming the shelves of shops searching for the latest issue. This was also noted by Forbes (2014) who mentioned that most magazines are moving online to eliminate printing costs.
If you have an opinion on this, please leave a comment with your two cents on the issue.