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MEDIA CONSUMERISM 6

Media Consumerism

Problem statement

Media technology evolves in a daily basis making it more intriguing to follow and use. While there is a mix within the technological corporations, there is the evolution of technology consumerism in the fusillade of new technology. Recently, technology has changed the face of communication and other possibilities creating a channel that creates a consumer base giving companies the need to improve on their products. The pace at which technology is changing has been blinding. The transformation that technology has shown the world is great where it is not the ‘device’, leaving the consumers with the sense of anticipation and breathlessness. Therefore, the need to look into why consumers have become heavy consumers of media is important. People tend to embrace new products and services enabled by technology while rejecting others. In this case, the consumer is spoilt of choice and possibilities. However, consumers tend to find ways to integrate technology with their daily lives sometimes threatening corporate prospects.

Hypothesis

In order to understand why people are becoming heavy consumers of media technology the exploration on how people are using media technology, how brands ride on the wave of social and cultural evolution and the interconnection between technology creators, forecasters, and users will be essential. This establishes possibilities that are key to making technology brands trendy, hence hooking consumers. The use of media ethnography will be useful in collecting the required information for further deliberation on the matter.

Literature review

Media technology has been evolving since the inception of technology. There is no doubt in saying that media has shift the society’s focus from thriving on competition to the need for collaboration. The keys to learning today are intertwined between conversations and communication. The educational systems today are driven by technology. The roles of some of the professions have shifted. For instance, the teacher today is not the content provider but rather a learning facilitator. In the field of English language instruction, new technologies have ushered a new perspective of learning through collaboration. The internet and World Wide Web have made it possible for learners to experience new needs and challenges that come with technology. Technology has led to the cultures and other diverse spheres of organization to work efficiently by bringing people closer/ together. The prospects of media technology will continue to evolve focusing strengths on the interface and network. This means that one may connect the devices and the other will connect a device with a consumer (Olson, et al, 2016).

Today every teenager is consuming media anytime they are awake. It is plausible to say that the students in school are in constant use of media at any given time as compared to the older generation. This instigates the heavy consumer intake of media technology. Before a grownup has discovered a new technology that has hit the markets the teenage and youthful consumers have already discovered and maybe used the technology. Today it is hard for the parents or guardians to impose limits and rules around media consumption since literally all communication devices can connect to the internet (Kononova et al, 2016). As opposed to the inception of technology when the computer was the only viable product that could access the internet, lately even watches can access internet connection. Therefore, media consumerism has shift with the advances in technology around the globe creating the heavy consumers of media technology.

Media technology has proven to be a source of finance. The use of media technology in advertising has given the consumers a chance to make sure they can gain more insight before buying any goods. Technology is being used in different ways today making it easier for the consumer to gain information whether educational or for entertainment purpose. The expression social networking sites’ is frequently used interchangeably with social media. Conversely, social media is diverse because it allows contributors to unite by creating personal data profiles and engaging friends and associates to have access to those profiles. Therefore, social media is the setting in which social interactions takes place and has transformed the way in which consumers gather information and make buying decisions. Heavy consumption of the media technology is one of the forces that attracts consumers to make decision that continue to change the way they interact, sell products or make professional decisions (Tanusondjaja, Trinh, & Romaniuk, 2016).

In some researches lasting impact to win an enduring consumer loyalty has been cited as key to innovation of products that connect to the users, changing their perceptions on how to use tech gadgets or even lifestyle decisions. Therefore, businesses and corporations make sure they produce media that influences the way their consumer feels. As an example, Apple owners delight in emotional connection with their computers, phones and the iBook. The best motivator is the warmer colours and softer edges are the cause of this feeling.

As people use the media technology people tend to communicate and interact with others under a simulated interface. This communication gives the millions of people interacting a virtual personality forging online connections. The internet is a source of double personalities where adult role-play and effective child development tools can be accessed from the internet. Children can learn from the virtual worlds how to calculate or speak through imitation of the virtual instructors with ease. People always desire connection and that is what the internet provides them. Therefore the use of media is effective in formation of this identities via the MUDs (multi-user domains)

In a world facilitated by technology, there are no restrictions by the past; rather one can recreate a future. Psychiatrists feel that when people adopt virtual facades, they cross over into highly-charged space. While people will see this as a process of discovery and transformation others may deem virtual personalities an uncomfortable sense of disintegration. As asserted by the various opinions one realizes why heavy consuming of media technology is rising (Kononova et al, 2016).

Scientific framework and Methodology

In order to accumulate evidence on how people are becoming heavy consumers of media technologies. The use of media ethnography to identify the cutting edge products that are likely to hit the markets and influence the consumers was effective for the research. This was done through a range of technology websites and magazines that review innovations in technology that are recent. Moreover, they have a creators view on the products that are released for human adoption. The websites and magazines provide some insights on what drives the ensuing heavy consumer spending. The use of this sources as the primary research was due to the fact that we gain the first hand information on the creators’ perspectives when structuring a new product.

The use of a sample study population of 15 home, 20 teachers, 12 technology website officials were used to collect the primary data. Consequently, secondary information was collected from reviewed sources of social scientist focusing on behavioural aspects of humans when it comes to consuming technology. The information was retrieved from the internet which proved to be an important tool.

Given the question is why many people are becoming heavy media technology consumers, the opinions from several sources is imperative in order to identify why the trend is inclined as so. The conversation from the website contributors are some of the closest people to the research and development teams of media technology which gives them first-hand information of how they handled consumer sensitivity and awareness during the innovation process. Moreover, the introduction of a new product in the market is always sensitive. The popularization process is always intricate to handle. Therefore, analysis of how they introduce new products in the market will assist in gaining more insight as to why people become heavy consumers. Another avenue used to assess the in-depth motivations to heavy consuming of media technology, gender differences, decision process, use of gadgets and influences on the process.

For secondary research the internet was a good tool for accessing social scientist works that give insight on how people spend and what motivates them. The researches focused on human behaviour toward technology and the society. Moreover, teachers and parents were engaged in a series of interviews to establish the behavioural patterns of the students both at home and in school. The main agenda for the interviews was to understand what technology was doing to the children and how they use the media technology.

References

Kononova, A. G., Quilliam, E. T., & Richards, J. (2016). Does Multi-Screening Predict Advertising Avoidance? Direct And Indirect Effects Of Media Multitasking, Advertising Skepticism, Intrusiveness, And Irritation. American Academy Of Advertising Conference Proceedings, 95-105.

Olson, J. G., Mcferran, B., Morales, A. C., & Dahl, D. W. (2016). Wealth and Welfare: Divergent Moral Reactions to Ethical Consumer Choices. Journal Of Consumer Research, 42(6), 879-896. doi:10.1093/jcr/ucv096

Tanusondjaja, A., Trinh, G., & Romaniuk, J. (2016). Exploring the past behaviour of new brand buyers. International Journal Of Market Research, 58(5), 733-747. doi:10.2501/IJMR- 2016-042