Gatekeeping is widely impacted by social media. Without social media, gatekeeping might not exist. It regulates the flow of information. However, because of these new outlets of social media (i.e. blogs, YouTube, iTunes, self-publishers, etc.) there are fewer gates left anymore. However, there are still influencers, people who can persuade others to buy a book or watch a movie or listen to specific music. I’m not sure if social media will ever really allow gatekeeping to go away entirely but the way things are going in the new media scope; gatekeeping is getting pushed out a substantial amount. Anyone who wants to make/share a movie can upload it to YouTube. You don’t need a movie studio or gatekeepers to tell you how and when to do it. Anyone who wants to record/upload an album can get it on iTunes. You don’t need a record label to control your every move. Anyone who wants to be a journalist can just start a blog. You don’t need a newspaper to get your thoughts out there. And, anyone who wants to write a book can self-publish it. You don’t need a publisher anymore.
Gatekeepers are not as influential as they once were. Due to this shift in new media, gatekeeping is being placed on the back-burner We used to live in a world where gatekeepers made the majority of decisions on what individuals were able to consume through social media. Only so many articles can be printed on a newspaper so the other stories were tucked away, and the gatekeepers were able to control what the people were exposed to. Well not anymore. The tides have changed. Now the artists have more control over the distribution of their work. Throughout the use of the internet, individuals are able to share just about anything to the world. But there is still the concept of influencers over gatekeepers. Even without gatekeepers, you still need an influencer to get your work out there. You still need someone to tell all their friends about your great book. You still need someone to bring your work into the consumer’s eyesight. But all-in-all, the role of gatekeeper, I think, will always be here. It has diminished a great amount, but there will always be a speck of it somewhere. There will always be advertising. There will always be someone pushing something. It is just how our world works.
Discuss the advantages and disadvantages of direct mail for a Public Relations Professional.
The advantages of direct mail is that you can send it to a targeted audience. You don’t have to waste time sending it to just everybody, but only people that will relate to what you are sending them. Also the personalization of direct mail. Direct mail is highly personalized. It is addressed to a specific person and then written to that person as well.
The cost of direct mail is also an advantage. It is relatively inexpensive compared to magazine ads or commercials.
However, some of the disadvantages of direct mail include how some may view it as “junk mail” right from the start. Some might not give it a chance to open itself up to them and explain what it is the mail is intended to explain. Instead, it ends up in the garbage… Also the fact that we as individuals are faced with advertisements all day long. When we see some direct mail addressed to us that looks like junk mail we trash it. We are already so overwhelmed with the amount of advertisements we have faced throughout the day we have no want for anymore, hence the message is not received.
So all in all, there are good and bad aspects of direct mail. You just have to figure out if the bad will outweigh the good in your circumstances.
Compare and Contrast the use for Public Relations Practitioners of modern communication tools and traditional communication tools.
The differences between modern communication and traditional communication tools is vast. In the latter days, people would use communication tools such as face to face connections and newspapers. Now-a-days it is all about social media and how much exposure you can gain on those social media outlets. It is no longer about reaching the public through just one/or a few mediums but now about how many mediums you can reach them through.
Why do you think the relationship between Public Relations Practitioners and Journalists is the way that it exists today when the first PR Practitioners were those who had careers in journalism?
I do not think you can succeed in the PR world without a sense of some sort of journalism experience. Journalism plays a huge role in public relations. Without it you would not be proficient in telling/selling your product through print. In PR you do not always have the ability to communicate with someone one on one so it is so important to have that ability to communicate with someone through print as well.
Why is the relationship with the media so important to Public Relations Professionals?
Social Media. The social part of social media would be us. We, the people. Public relations revolves around the people and what they think of the product/person/advertisement you are promoting. Having that relationship with the media is very important for Public Relations Professionals. In order to promote the item/person you are attempting to promote, you need the social media outlet to do so.
Without that relationship the PR Professionals wouldn’t have any of the social media outlets to connect with the public, or any means of using any sort of media to gain that relationship.
Why do you think Public Relations is such a rapidly growing field?
Two words. Social Media.
With the emergence of the Internet, new and valuable resources for PR professionals are becoming readily available. As the nation’s most frequently used resource for information, the Internet provides communication to millions of Americans every day.
This provides a cheap and easy outlet for PR professionals to use to convey their messages and also provides an outlet for our consumers to voice their opinions on, which in turn gives our PR practitioners another way to study and immediately retrieve information on public opinion that may have otherwise been unknown or inaccessible.
With all this technology coming out, a greater need for PR professionals comes with it.
Discuss the sentence / thought: “Communication is Power.”
According to Manuel Castells, author of Communication Power, The mass media (including web-based media) has become the space where political and business power strategies are played out; power now lies in the hands of those who understand or control communication.
I agree with this fullheartedly. Communication is power. I don’t think people understand the amount of power that lies in the hands of those who control the communication. Advertising, in one form or another, will appear in any society where there is someone applicable to witness and receive its message. Through that encoding and decoding of the message, that advertising gains a power over the individual/s that even they might not even be aware of.
You can gain multiple aspects of power through communication, whether it be a rhetoric form of communication or just a good ole face to face conversation.
Plato defined rhetoric as, “the art of winning the soul by discourse.” With just this sentence alone one can see and feel how much power communication can hold.
Winning the soul. To me, this sounds a lot like what advertising attempts to do. Communication through advertising tries to win your thought process over. And they do just that. Even if you are not aware that it is happening, they gain a power over you.
Communication is power.