Investigating the Impact of Modern Media on Traditional Media

Abstract

In recent years, the media industry has experienced significant transformations with the advent of modern media platforms. These platforms, including social media, online news portals, streaming services, and digital content platforms, have revolutionized the way individuals consume and engage with media content. As a result, traditional media outlets, such as print newspapers, magazines, television, and radio, have faced profound challenges in maintaining their audience and revenue streams. Understanding the impact of modern media on traditional media and examining the resulting consumer behavior shift are essential for media companies to adapt and thrive in the evolving digital landscape. Through an in-depth study of changes in consumer behavior, this dissertation seeks to shed light on the influence of contemporary media on traditional media. This study aims to evaluate the variables influencing consumer preferences and behaviors in regard to contemporary and traditional media sources by using a primary research technique, especially by using an online survey questionnaire. The primary objective of this research is to gain insights into how the availability and accessibility of modern media platforms have influenced consumer behavior, particularly in their consumption of traditional media. By conducting an online survey questionnaire, we can reach a wide range of participants from diverse demographic backgrounds and capture a broad spectrum of opinions and experiences related to media consumption. The importance of this study rests in its capacity to further knowledge of the changing media environment and the difficulties encountered by conventional media outlets in the digital era. This study will provide media professionals, marketers, and researchers practical insights to guide strategic choices and create efficient methods for navigating the evolving media ecosystem by researching consumer behaviour change. Additionally, by deepening our comprehension of the dynamic link between contemporary and traditional media as well as the variables affecting consumer preferences and behaviours, the results will advance academic research.