1.4 Consumer Choice and the Impact of Communications

As communication develops, technology allows for more and more participation in mass communication, resulting in more choice for information consumers.

Before the printing press was invented, very few people or organizations had the ability to communicate through printed text, which meant consumers had very few options (if any) when deciding what to consume. As printing technology got into more and more hands, consumers had more choices, which forced newspapers to respond. As the newspaper space became more crowded, newspapers were forced to rely on large-type, attention-getting headlines to sell papers in what was previously an uncrowded market.

Consumer choice is often a good thing, but it can have some negative impacts on the nuts and bolts of journalism and mass communication. If businesses and mass communications rely on consumer attention and mindshare in a crowded marketplace, it can be tempting to rely on sensationalism. Sensationalism is the use of exciting or shocking stories, although often sacrificing accuracy, in an attempt to drum up attention. Other problems like clickbait, fabricated stories, cherry-picked facts, and general extremism can arise in a crowded marketplace where consumer attention reigns supreme.

In order to stand out when attention comes at a premium, businesses should recognize the importance of understanding an audience and their needs and then work to address those needs and provide value as opposed to adopting the short-term tactics mentioned above. If consumers have the freedom to decide what they will and won’t consume, burning them with false promises and stories will only work for so long before you’ll have to adapt or lose that audience.