From artificial intelligence and misinformation, to clickbait and the brawl for audience attention, an increasing amount of forces taunting the media industry are at play. This Editor's Note by media update investigates what is causing the bump in the night — and what is giving the industry its proverbial fright.
There's something about October that makes us all reconsider the shadows lurking behind the corners — real danger, or simply a trick of the light? The media industry is no stranger to this kind of uncertainty, and the shadows don't necessarily require a haunted house.
Artificial Intelligence: It's Alive!
The everyday companion that was once merely a futuristic idea takes its place in the media industry as an intelligent, yet unnerving creation. Carefully stitched together through unending archives of human-found information, AI has rapidly been catching up with its creator, raising the question of how long we will be able to control what we have brought to life.
There is no doubt that media professionals and content writers alike can benefit greatly from its capabilities, however, will we one day live to see AI surpassing humanity?
As the dependency on AI grows, so does the concern of its astonishing ability to simulate human thought. Whether AI was created merely for assisting purposes, or with the intention for it to evolve past the point of human control, one thing can be agreed upon: the competition to increase AI's effectiveness is the driving force of its continuous improvement.
However, the question still remains: have we, indeed, created a monster?
Misinformation: When Truth Turns Hyde
Misinformation has an interesting duality. Headlines are coated with the temptation of curiosity, convincing truthfulness with clever language, yet something more deceptive lies beneath its surface — the manipulation of a narrative that is intended to spread past the point of no return, and without the possibility of retraction.
However, what could start out as a mere misunderstanding, has the potential to progressively become nothing more than a distorted figment of imagination, neatly dressed in persuasive rhetoric. Narratives are always subject to interpretation, making the risk of deception even higher — until the truth can no longer be distinguished from its alter-ego.
This leads one to wonder, could Jekyll have predicted that Hyde would lose control, and if so, would he still have drank the potion — or did he secretly enjoy the attention?
The Attention Economy: A Never-Ending Thirst
On an endless hunt for its next sustenance, the attention economy refuses to perish. Remaining unsatisfied, its relentless nature is constantly seeking attention in abundance — with little to no regard for its prey.
Although audience engagement is undoubtedly vital for any entity to remain existent in the media industry, its pursuit is not always executed ethically. Platforms will stop at nothing to capture yet another moment's attention, and algorithms have proven this by utilising personal data as a means to keep users scrolling hypnotically for as long as possible.
And, as the villains of many creature features have taught us, the more sustenance it receives, the more sustenance it will continue to demand. This is where the term "audience engagement" becomes somewhat contorted — audiences are no longer valuable consumers whose wants and needs are taken into account; they consist mainly of metrics.
With the attention economy continuously finding new ways to capture our awareness, it may be important to ask: when stepping away from the screen, are we suddenly afraid of the sunlight?
Trick, or Treat?
Although the rapid development of AI, the spread of misinformation and the current state of the attention economy may seem unnerving to media professionals and consumers, they all have something in common: the relationship between technology, content and audiences.
Perhaps there is nothing to hide from after all.
The media landscape is all-too familiar with change — and its ability to adapt remains remarkable. The real shadow to fear might not be the shadow we do not recognise, but the shadow we unknowingly cast ourselves. Failing to understand change might be the only real threat — evolution in the way we communicate, connect and consume is inevitable.
As we enter October and realise that the end of yet another year is in sight, one thing is worth remembering: although the future may be unfamiliar, it does not have to be frightening.
Did you enjoy this article? Let us know in the comments section below.
*Image courtesy of Canva