Media Change: From Publishers to Platforms
From Broadcasting to Sharing 📺 In the past, a few media companies dominated the flow of information, but today billions of users share content via a handful of social platforms.
Inertia of the Systems 🐌 Many traditional media companies reacted too slowly to digital changes and thus lost touch and relevance: even some influencers have greater reach today.
Dialogue Instead of Monologue 💬 Social media creates super direct communication between producers and audiences, breaking down traditional hierarchies.
Loss of Trust ⛔️ The public is increasingly questioning the objectivity of traditional media, while digital social platforms can amplify new voices much more widely.
eicker.media provides fresh social media news on the ever ongoing media change.
Screen Time: From Television to Smartphones
Shift in Attention 📲 People spend most of their time on smartphones, tablets and computers, while television, radio and newspapers have lost importance and power.
Interactive Instead of Passive 💬 Digital gadgets offer active participation, chats, likes and quick information searches: old media mainly function in broadcast mode without feedback loop.
Personalised Content 🎯 Algorithms deliver precisely tailored content in a matter of seconds, whereas analogue media can only appeal to a broad mass audience.
Mobile First 📲 Today, media consumption takes place digitally and everywhere: on the bus, in the office, on the sofa or in between. The television usually just plays in the background.
eicker.media: navigating the ever-changing media landscape with a media strategy.
Media Strategy: From Target Groups to Digital
Clear Focus 🎯 A successful media strategy begins with a clear vision: it defines which messages, channels and target groups are truly relevant to spark impact.
Target Group Orientation 🧠 Understanding your target group means knowing where they get their information and how they communicate: this is the key to effective media planning.
Creative Content 🎨 Without appealing, relevant content, any media strategy loses its impact: storytelling makes messages tangible, emotional, and attractive.
Monitoring and Adjustment 📊 A media strategy is not a rigid concept, but rather a dynamic process that must be regularly reviewed and optimised, based on hard data and facts.
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Media Politics: From Spectator to Participant
Managing Digital Transformation 🗺️ Constant media change is transforming how information is produced, disseminated and consumed, and placing new demands on media policy.
Ensuring Diversity 🍭 Media policy must ensure that different voices remain visible and audible in a landscape dominated by a few platforms, which are mostly owned by individuals.
Regulation of Platforms ⚖️ Digital platforms have a massive influence on opinion formation, which is why rules for algorithms, transparency and responsibility are necessary.
Strengthening Media Literacy 🧑🏫 The focus is on media education: people need methods and tools to critically evaluate digital content and use it consciously, regardless of their wishes.