EDITORIAL: The new media
Traditional media still hold a strong position due to its reliability and general accuracy. It is assumed that established media houses take more time to fact-check their stories before publication, even if this is only done for fear of liability if untrue information is disseminated. At the same time, the support of traditional media, print and television advertising, has taken a dip in popularity. Marketing professionals, however, still advise their clients to use these options when seeking connections within certain demographics.
Some people love the feel of a newspaper in their hands just as some prefer to read hard copies of books instead of using a kindle or other device. There is just something special about turning pages and being able to show it to a person sitting nearby. The same can be said for magazines that were previously only seen in small salons or barbershops, and now have been removed because of the risk of Covid-19 spread.
It is clear then, that social media and technology have been able to take over a large portion of the traditional media business. Of course, traditional media houses will not allow themselves to be left behind, as they too seek to use the tools provided by social media with applications such as the popular Facebook and Instagram along with Twitter. This allows for a wider range of persons to have access to news as well as their advertising content, and gives advertisers more bang for their buck.
It is difficult, however, for persons who are not in the industry to understand how powerful social media is and how it has changed the business forever.
For news, there is a fine balance to maintain by only sharing critical pieces of information instantly but retaining the bulk of content until it can be properly verified. Whereas for advertising, the content can be viewed by multiple people without them having to search for it since they peruse their social media daily.
Not only is social media useful for news and advertising but its original use, social networking, is still relevant. Social media has created unorthodox avenues through which persons can earn revenue. People can use their personality to create entertaining characters on the internet which can launch successful careers in the arts and even in business. For people with just the right personality, these media applications are a dream come true. Examples of this can be seen in the “Last Black Unicorn” who visited Barbados during the 2020 holiday season to the delight and confusion of many. This eye-catching character dressed in a shiny, black unicorn costume complete with stylish hoofs caught the attention of many Barbadians when he was spotted dining at a local hotel. Subsequently, some local businesses have sought to use his now popular image to advertise themselves hoping to profit off of some of the attention which he has gained. Barbados has also seen entertainers such as ‘Porgie and Murda’ and ‘Lord Zenn’ who were able to use their comedy to launch successful careers in the arts and to generate income. The latest addition to the scene is the relatable episodes of ‘Bev and Eudora’ which spread quickly around the island cementing its popular catchphrase into the vocabulary of Barbadians.
As much as change is disliked, it is still inevitable and we must continue to embrace social media as it evolves. More Barbadians should take advantage of the opportunities which social media offers. We are people filled with colourful personalities which the world would be lucky to see more of. There is always space for new-comers, especially when the content provided can give the viewer a reason to smile during difficult times.
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