The addressability of mass communication is altered by
(A) The digital media
(B) The folk media
(C) The personality-oriented media
(D) The non-real time media
Correct Ans: (A)
Explanation:
Digital media significantly transforms the addressability of mass communication by enabling personalized and targeted content delivery. Traditionally, mass communication operated on a one-to-many model, where broadcasters or publishers delivered uniform messages to large, undefined audiences. However, with digital advancements, media organizations now use algorithms, user preferences, and data analytics to tailor content for specific audience segments.
Unlike traditional mass communication, where one message reached all, digital platforms allow customization and interactivity. Social media, streaming services, and personalized news feeds demonstrate how digital media enhances addressability by delivering content based on user behavior and interests. For example, platforms like Netflix and YouTube recommend content by analyzing users’ past interactions, making mass communication more audience-centric.
Moreover, digital media fosters two-way communication, allowing users to engage through comments, shares, and reactions. This shift contrasts with traditional mass communication, where audiences played a passive role. Additionally, targeted advertisements and algorithm-driven news feeds highlight how digital media enables mass communicators to reach specific demographics rather than broad, undefined audiences.
Ultimately, digital media has redefined how people consume, interact with, and respond to mass communication. Its influence continues to shape modern media landscapes, making communication more dynamic, interactive, and user-driven.
