Communication goes online

Prabhdeep Singh

Media can no longer be defined by its three traditional domains — radio, television and newspaper. With the emergence of digital segments, media’s dimensions have dramatically changed. The vertical of new-age media, comprising social media platforms like Facebook, Twitter, Instagram, Google+, Pinterest... has expanded the realm of mass communication. 

In the early 2000s, the world of communication entered a new phase that was a result of a sudden boom in the internet and smartphone industry. According to new statistics, the Indian telecom industry has become the world's second largest due to penetration of internet and smartphones into smaller towns and villages of India. 

From 48 million mobile-internet users in 2012, the figure saw a jump of 115 per cent till 2017, when it touched the mark of 1.17 billion users. 64 per cent of the total population in India is using internet. Statistics show that India would have 500 million active users on internet and 300 million out-of-them would be mobile-internet users. 

In 2017, the total number of websites that are currently active touched 1.8 billion. Imagine the amount of data that is available on internet and then consider the opportunities that a young professional, who is currently passing-out with a graduation or post-graduation degree in mass communication or journalism, have. 

What is mass communication?

Mass communication is known as relay of information through a media to a large segment of population at the same time. Mass communication has been conventionally about newspaper, magazine, radio, television and films that are used to disseminate information.

What is new-age media?

New-age media is commonly referred to as content available through internet and that what is accessible on any digital device. It also has features like user feedback and participation. Websites, on-line newspapers, blogs, newsletters, e-mailers and social media are a part of it.

Future of new-age media

With the passage of time, digital and social media will gain popularity. With over a billion active users on Facebook, 241 million Twitter accounts, there is a huge demand of professionals who will manage organisations’ accounts on social media. 

How is this course different from the usual mass communication courses?

New-age media is different from traditional media. Its users demands immediate information. People no longer want to wait till next day for newspapers to update them about what is happening in the world. They rather prefer web-portals or blogs that are updated every minute. 

The writer is HOD,  University Media Centre, Chandigarh University, Gharuan

---

Job prospects in conventional fields of media

Print media: A total of 1,05,443 newspapers/ periodicals are registered with the Registrar of Newspapers for India.  Moreover, the growth of 40 per cent has been seen in past three years in the readership of newspapers in India. 

TV journalism: With the increase in number of news channels, there has been a surge in job opportunities in the TV sector. In addition to news reporters, there is always a demand for the technical team, which includes cameraman, news editor, bulletin producer and video editor..

Radio industry: The number of FM channels in India has increased by 120 per cent in the last 10 years. As a result, demand for specialised professions such as radio jockey, producers, sound artists, voice-over artists has multiplied. 

Research analyst: Job of an analyst is to study the market strategy, consumer demand and build strategy. The professionals should be well versed with the analytical tools to carry out surveys. 

Public Relations: The professionals handle publicity campaigns and PR activities. They use media to build a good image of a brand. 

Advertising: Advertising managers create interest among potential buyers of a product or service. 

---

Oppurtunities in new-age media

Blogger: Professional bloggers are responsible for conceptualising, writing, editing and promoting the content of a corporate or personal blog. A blogger has to deliver content for the web articles, which are being published on blog of any company or organisation.

SEO expert: The purpose of SEO expert is to lead an organisation's social media strategy in order to boost visibility. The expert works on customer and client engagement. It involves managing all social media handles of the organisation and update them regularly with latest information. 

Digital marketing expert: She is often responsible for developing the strategy used in marketing a company's product online, utilizing techniques like web analytics, e-mail marketing and search engine optimisation, among others. Digital marketing expert may use various online tools for increasing reach of the company's brand among masses.

Social media content writer: As an online content writer, one has to manage the digital content on various media platforms such as Facebook, Twitter, Instagram and also requires to update information about the organisation or the client at their official website. The content writer is also required to provide content for the official online communication which includes e-letters, e-mailers and newsletters.

---

Institute watch

1. Osmania University: Department of Communication & Journalism 

2. Delhi University: Department of Mass Media & Communication  

3. Asian College of Journalism, Chennai

4. Indian Institute of Mass Communication, New Delhi.

5. Xavier’s Institute of Communication, Mumbai. 

6. Chandigarh University- University Institute of Media Studies 

7. Chitkara School of Mass Communication, Chitkara University, Rajpura.  

8. Panjab University: School of Communication