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IMPACT OF INFORMATION AND COMMUNICATION TECHNOLOGY ON MASS MEDIA PERFORMANCE

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

In the contemporary landscape of global communication, the symbiotic relationship between Information and Communication Technology (ICT) and mass media has become increasingly pivotal, reshaping the dynamics of information dissemination, audience engagement, and media performance at large. The integration of advanced technologies into the realm of mass media has not only revolutionized the production and distribution processes but has also fundamentally altered the nature of content creation and consumption. This intricate interplay between ICT and mass media has unleashed a cascade of transformations, influencing the way news is reported, entertainment is delivered, and public discourse unfolds. In this exploration, we delve into the multifaceted impact of Information and Communication Technology on mass media performance, navigating through the intricate web of technological advancements, socio-cultural shifts, and economic implications that characterize this dynamic relationship.

At the heart of this evolving narrative lies the omnipresence of digital technologies, which have transcended geographical boundaries and temporal constraints, creating an interconnected global village. The advent of the internet, mobile devices, and social media platforms has heralded a new era in mass communication, redefining the traditional paradigms of journalism, broadcasting, and entertainment. These technological tools have not only democratized the production of content but have also democratized access to information, empowering individuals as both consumers and producers in the vast digital ecosystem.

One of the most discernible impacts of ICT on mass media is the phenomenon of real-time information dissemination. The immediacy facilitated by digital platforms has rendered traditional news cycles obsolete, as events unfold and reach audiences in real time. Social media, in particular, has emerged as a powerful catalyst in this regard, enabling citizens to act as first-hand reporters, breaking news stories on a global scale. However, the flip side of this rapid dissemination is the challenge of ensuring accuracy and credibility in a landscape where misinformation can proliferate at an alarming pace, blurring the lines between fact and fiction.

Moreover, the interactive nature of ICT tools has transformed the dynamics of audience engagement. Mass media is no longer a unidirectional communication channel but a dynamic and participatory ecosystem where audiences actively contribute to the creation and dissemination of content. User-generated content, online forums, and social media interactions have become integral components of the media landscape, providing individuals with the agency to shape narratives and influence public discourse. This shift from passive consumption to active participation has profound implications for media organizations, necessitating a reevaluation of their roles as gatekeepers and facilitators of information.

In addition to altering the temporal and interactive dimensions of mass media, ICT has also redefined the spatial boundaries of information access. The ubiquity of mobile devices has untethered information consumption from physical locations, allowing audiences to engage with content anytime, anywhere. This shift towards mobile consumption has prompted media organizations to adapt their strategies, optimizing content for 

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