TECHNOLOGICAL ADVANCES OF ICT AS A FACTOR OF CHANGE IN MANAGERIAL APPROACH IN MEDIA
Keywords:Media, mass media, information and communications technology, media content, user generated content (UGC), distribution, management
The mass media, since their inception and early development, have helped to define cultural profiles on a global scale. Not much time has passed before than branch of human activity, due to its potential, grew into an industry, since the massive audience had to be provided by massive amount of content, so media industry, if not the most profitable, became perhaps the most influential industry in the world, and for the power structures equally important as military or fuel industries. Influence of mass media on every aspect of human life is enormous and transformative, but the way they were managed and the principles behind it kept aspects of traditional management. Nonetheless, with development of information and communications technology, ICT, nearly everything changed in the media industry, although it does not look like that as the global media giants are still the most powerful players in the media industry. But, as development of ICT created changes in the behavior of audience and ways of accessing media content, along with bringing a vast number of content creators, managerial approach in media changed as well, incorporating new experiences and possibilities available because of tehnological advances. As the technology grows exponentially and expands its domain of influence, so the management of media is in constant metamorphosis as well.
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