Episode 310 — The Changing Media Landscape

The Fragmentation of the Mainstream Media

The mainstream media, or legacy media, used to consist of just a few news networks. Audiences could tune in to one of their limited choices or elect not to watch the news at all. Professor Ryan discusses how today, the number of people regularly tuning in to the news is smaller, but the people who are seeking news are more demanding.

“I think the desire for news among a certain group of people is probably greater than it’s ever been,” Ryan says. “So they need more sources. They may read The New York Times, they may watch the traditional evening newscast, but that’s not satiating their appetite, right? So that increases the need for different types of content.”

This desire paves the way for alternative news sources, such as podcasters and social media influencers with niche angles for specific audiences.

The New Media Landscape

When discussing the future of news media, the panel shares some things they believe will remain constant. Successful newscasters will always be people with the ability to communicate effectively and tell an interesting story. The people will always accuse the media of bias. Perhaps there is comfort to be found in these consistencies.

In thinking about what will change, Professor Zimmerman speaks to the consumers of information. She believes news listeners will stay busy, and the news may shift to accommodate this by taking on short-form content.

“Making things more bite-sized, more manageable — I think that’s probably where we’re going,” Zimmerman says.  “As consumers of information, we want to be entertained, but we also want to be informed. So whereas I had a lot of fear and trepidation four or five years ago about the changing media landscape, I now actually do have hope.”

With the convenience of more accessible news options, Zimmerman also hopes for responsibility from the listeners — to take a few moments out of their busy days to think about what they are hearing more critically.

Lessons for Future Media Leaders

To close the conversation, Karoub asks the panel what lessons they are imparting to future media and communications leaders in their classrooms.

“I encourage my students to really beware of post hoc explanations about the media,” says Krupnikov. “It is often very rare that something happens in politics because of one journalist or because of one podcaster. So [I tell my students] to beware of people telling them that one media decision really caused such an enormous chain of events.” 

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About the participants

• Host: Jeff Karoub
• Producers:  JT Godfrey and Jeff Karoub
• Guests:  Professors Sarah Zimmerman, Yanna Krupnikov, and John Barry Ryan
• Audio Engineer: Jonah Brockman
• Editorial Production: Mads Henke