Assignment

 Dicuss how the social media and bloggers, citizen journalists affect the existence or survival of news production organizations.
How are these news productions organizations surviving the threat from social media, bloggers and citizens.
For most of human history the main means of communication was special, with face to face communication being the norm. In such oral cultures, communication, ideas and knowledge were transmitted across generation by word of mouth and the kind of repositories of useful knowledge we are used to such books and libraries just did not exist. Once speech could be written down and stored initialy on stone, the first writing culture began to emerge, religions, have played a major part in the development of producing manuscripts and religious text for study and transportation, such as on papyrus and parchment, to literally spread the world.
Yet although technological advances and new uses of older technologies played a crucial part in the development of the mass media, the influence of social,cultural and economic factors must also be taken into account.
However in the late twentieth century, new digital technologies such as the mobile phone, video games digital television and internet, have revolutionized the mass media. By the early 1990s it was clear that the future lay not with the individual personal computer (pc) with a global system of interconnected computers -internet.
Although many computer users may not have realized it that time, the pc was quickly to become little more than a point of access to events happening else where - event happening on a network sretching across the planet, a network that is not owned by any individual or organization.
Ifact the spread of the social media such as the internet has affected news production organisations in several ways. Let take music for example, the global industry in recording music is one of the most concentrated. The four largest firms universal (which absorbed poly gram in 1998),Time Warner, Sony BMG and EMI - control between 80 and 90 percent of all music sales internaly (Herman and Mac Chesney 1997). Until January 2000, when it announced a merger with Time Warner, EMI was the only organization among the top five that was not part of a longer media conglomerate. The music industry experienced substantial growth during the mid-1990s,with sale in developing countries particularly strong, promoting many of the top organizations to sign up more local artist in anticipation of further market growth.
However, the music industry has been challenged by the arrival of the internet, which allow users to (illigally) share music for free more easily and extensively than before and to produce and disseminate their own music without the need for large media corporations and marketing drives.
When it comes to the case of news papers, for half a century or more, newspapers were the cheap way of conveying inw quickly and coprehensively to a mass public. But their influence has waned with the rise of radio, cinema and much more important television,and increasingly the internet. Example, figures for news paper readership suggest that the proportion of people who read a national daily paper in Ghana has declined since the 1980s. Among men the proportion of daily news paper readers dropped from 76 percent in 1996 to 60 percent in 2005-7; readership levels are some what lower among women,but similar drop from 68 percent to 51 percent has taken place.
Indeed when it comes to how the traditional media outlet such as the newspapers, films and music are going to survive in the present of the new technological media.
The newspapers, films, music and other traditional media organizations have to diversify their output into media in I order to survive. In doing so newspaper organizations fir example have to make their production affordable for all in order to attract more readers to survive. For instance, the cheap daily press was pioneered in the united states with 'one cent daiy' paper in New York. The invention of cheap news print was the key to the mass diffusion of the newspapers from the late nineteenth century onwards.
Indeed, for the traditional media to survive they have to progress or thrive in the new digital environment. This could be done if They rebrand their products to attract their audience. In conclusion for every old product to sustain its validity in the presence of the new ones, the organizations that produce such a product have to do rebranding or packaging in order to survive. The same should be applied to the old media organizations for survival.