Essential Digital Communication Concepts

Posted on Jun 27, 2025 in Business Management and Marketing

OTT (Over-the-Top) Platforms

Platforms deliver audiovisual content via the internet, bypassing traditional distributors like cable or satellite.

Examples: Netflix, HBO Max, Disney+, Prime Video.

  • Allow on-demand access.
  • Challenge traditional broadcasting.

Public Opinion

Collective social views and attitudes toward a topic or issue, shaped by:

  • Media coverage
  • Social environments
  • Political speeches
  • Opinion leaders (influencers, journalists, etc.)

Crucial in influencing policy and societal norms.

Net Neutrality

The principle that ISPs (Internet Service Providers) must treat all internet traffic equally.

Risks Without Net Neutrality:

  • Paid prioritization of content (e.g., faster Netflix but slower competitors).
  • Increased marketing and advertising costs for companies.
  • Disadvantage to small content creators.
  • Fragmentation of online access.

Media Concentration

A small number of corporations owning a large share of media outlets (TV, radio, press, online).

Impacts of Media Concentration:

  • Reduces media pluralism.
  • Impacts freedom of the press and diversity of content.
  • Can skew public discourse to favor certain ideologies or interests.

Media Industries

Includes:

  • Print (newspapers, magazines)
  • Audiovisual (TV, cinema, online streaming)
  • Interactive (apps, websites)
  • News agencies (Reuters, AP)
  • Advertising and marketing agencies

Media industries operate in dual markets: selling content to consumers and audience attention to advertisers.

Filter Bubbles & Algorithmic Gatekeeping

Filter Bubbles:

Isolation from differing viewpoints due to content personalization.

Algorithmic Gatekeeping:

Platforms (e.g., YouTube, Instagram) decide what you see and when based on algorithms.

Risk: Reduction in exposure to plural and diverse information, leading to confirmation bias.

Misinformation vs. Disinformation

  • Misinformation: False information shared without harmful intent (e.g., rumors).
  • Disinformation: False information spread deliberately to manipulate or deceive (e.g., fake news, political propaganda).

Personal Branding

The use of marketing principles to develop and manage your public image, especially on social media and professional platforms.

  • Involves consistency, authenticity, and visibility.
  • Includes content creation, design, tone, and values.

Binge-Watching

Watching multiple episodes of a series in one sitting, often facilitated by autoplay and full-season releases.

Effects on Children:

  • Less time for physical activity.
  • Early exposure to adult content.
  • Academic neglect.
  • Impacts on emotional and social development.

“Content is King”

High-quality content is considered the most valuable resource in today’s fragmented media landscape.

  • Drives engagement, loyalty, and monetization.
  • Especially relevant for OTT and digital platforms.

Politainment

The fusion of politics and entertainment.

Examples: Politicians on talk shows, memes, and TikTok campaigns.

  • Attracts younger audiences.
  • Risks oversimplifying serious issues and creating personality-driven politics.