Reflections on the history of media and the digital revolution

The format of different kinds of media has surely evolved in the last century, but the previous decade in particular has seen an unbelievable shift with the advent of online services.

Throughout the history of traditional media, listening to music is commonly overlooked; nevertheless, it has been a steady pastime for hundreds of years, and there have always been folks appreciating the various music genres across eras. Even so, the music itself has not been the only thing to evolve over time: the way it is consumed has changed considerably, too. While for most of the past century men and women would listen to a specific recording at a time, whether on a vinyl or on an mp3 player, presently it is much more common for listeners to go for playlists on online platforms, a significant transformation in the timeline of media technology: this implies that people are trusting said platforms to advise music they may like based on their previous listens, and may find brand new artists without having to buy their whole album. Men and women who are involved in the music industry, like Vincent Bolloré, are likely to be familiar with the potential of this new way of listening to music and how it will change the whole market related to it.

When it comes to the evolution of media through ages, the one participant that has been around for the longest time is possibly the written word: from the first cases of printing to digital news presently, it is a perfect example of evolution of media. The latest development in this field regards the publishing domain, as digital formats for books are growing in popularity due to their convenience and ease of storage and transport: for somebody going on holiday, or on their journey to work, it will be much easier to carry one device that contains multiple books, instead of three or four volumes. Figures in the pertinent sector, like Raffaello Avanzini, are well aware of this phenomenon, but there is still a tremendous portion of individuals who prefer the feel of paper.

One among the main players in the evolution of mass media has actually been the tv field: only 10 years ago, it would have been normal to turn on a tv at a specific time and wait for one’s favourite show to come on, waiting through regular advertisement breaks. Today, for the younger generations, this means of consuming media may seem entirely outdated, as most young people retrieve their content at any time from any device with a steady internet connection. While platforms that are entirely based online are quite famous, traditional media outlet have also expanded into the internet domain, with pursuing figures in the sector such as Alex Mahon obviously appreciating the potential of this brand-new format. The introduction of streaming platforms that allow viewers to consume content at whatever time is beneficial is maybe one of the milestones in media evolution today.

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