Information technology and media convergence: An entrepreneurial approach towards media matrix management

Abstract

This paper investigates the media as one of the factors that influences the attitudes and behaviors that constitute the consumption pattern of people. Articulating the major new trends in society resulting from technological advancements and some social changes, the paper presented the media as one of the agencies of change along with the family, friends, workgroups, school, religious institutions, and so on. The study focused on audience segmentation and explained that elderly people spend more time with the mass and traditional media like television, radio, and newspapers, while youths have more interests in new media. Based on this, a media matrix was suggested which included all the aforementioned media. Then the researchers considered the effects of these media and their approaches and introduced three major approaches: bullet, reinforcement, and agenda-setting function. Media bullet can create new consumption patterns or change old habits, while the reinforcement approach acts to maintain and strengthen the modified consumption pattern. Based on this fact, a two-phase framework was proposed. On one side of the framework is creation or preservation of consumption pattern, and on the other side is the new or traditional media. For each case, the usage of a medium was explained. Key words: Information technology, traditional mass media, media matrix management, entrepreneurial approach.