‘The_Media Started Following You’

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Within the current media landscape, it is no longer a question of “who owns the media?” but rather “who owns you?”. The legacy media sphere in Australia is one of the most highly concentrated in the world; meaning large portions of the media are owned and controlled by single media entities e.g. Newscorp, owned by the Murdoch conglomerate, who also has shares in pay-tv giant Foxtel

Under current Australian law:

  1. Individual media stakeholders are restricted from broadcasting to more than 75% of the total population, and;
  2. Are unable to hold a dominating interest in more than two facets of media – television broadcasting, radio broadcasting, or newspaper publishing, within the same region.

These laws attempt to reduce the ability for the ideology of a singular media entity to greatly influence that of their audience. However, as the legacy media sphere begins to converge with that of the ever-expanding digital landscape, these laws seemingly fade into the background.

“But why are legacy media groups merging into the digital landscape?”
Because that is where the audience is.

Social media platforms, as well as purely online versions of legacy media outlets, have become the best location to reach a more extensive and receptive audience. Similarly, these platforms have created a stage for the modern ‘produser‘ to present their own content to the same audience. In a way, we are now living in a world where the content of a large media outlet such as The New York Times, and that of ‘just another student blogger’, hold equal value in the eyes of the ‘audience’ – if anyone can actually still be referred to as a mere ‘audience member’.

However, now that this content has moved to a predominantly digital location, focus regarding ownership moves to the key players of the online media industry. It is their ability to coerce you to provide personal information that in the long run, benefits no one but the media platform itself.
Do your friends care that you, as a teenage girl, ‘like Bondi Sands: Ultra Dark‘? – No, but the people who produce the product sure do.
It is this information that media platforms can then sell to third-parties in order to further enhance their marketing campaigns or the products themselves. This raises the concern of trust; who can you really trust within this digital world, and is:

“Thanks for signing up to ________________”

equivalent to

The_Media started following you”





4 thoughts on “‘The_Media Started Following You’

  1. Hey mate,

    I find it crazy how specifically we are marketed to, based off our activity on sites like Google and Facebook. These websites have taken advantage of the fact that no one reads the terms and conditions and has commodified the movements of their users, to a ridiculous level.
    Did you ever hear that story about target? How they got in huge trouble a few years ago, when because of her internet usage, they worked out a teenage girl was pregnant before she even told anyone? Only once they had started sending baby related promotional material to her house did her parents discover she was pregnant and hit the roof.
    I reckon it’s bonkers that this kind of stuff, that a vast amount of extremely sensitive and personal data is being collected on us every day.

    Anyway enjoy your day

    Liked by 1 person

    • Hey Nicholas,
      Thanks heaps for your comment! No I haven’t heard of the whole Target situation, but that’s absolutely crazy (yet somehow not completely ambiguous). You’re right, no-one reads the terms and conditions – I don’t either, the question is, how much is our privacy actually worth?
      Thanks again.


  2. I am really into the way you compare legacy media as a traditional means of communication, which traditionally came into our lives as a platform that gives out information, with social media, which is blending into the digital landscape nowadays so as to reach out to more responsive, approachable types of audience for more pragmatic intentions like advertising. I think you did a great job at bring up realistic questions like, how trustworthy social media is as it’s being exploited for marketing purposes. Your post is also very creative in a way that you use photos, quotations or even the laws to build more reliable arguments for your post.

    Liked by 1 person

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