Waves has also evolved from the use of multiple channels and relying on cable transmission that were RF-based to the current use of fiber optic cables (Vivian, 2010).The mass media uses the transmission, photography and recording for purposes of marketing. By using these channels of communication, they pass information and exposure of company or organization products and services to the consumers. When done right and in an appealing way, consumer demand increases. Other than that, the mass media is being used by educational institutions as a means to educate the students other than relying on the books since the mass media passes on current updated information unlike those in books (Ransbotham, 2012). Communication of important news by the journalists in the mass media through photographs is another form of technological innovation that the mass media is utilizing. It is as a result of this technological innovation that satellite broadcasts and digital recording are able to happen.Digital technology has changed from analog technology (whose technology, storage and even transmission was not very perfect) to a form that enables transmission that is perfect and can be copied and duplicated into many different copies. This makes distribution easier and faster than before. Digital technology also helps to change different contents like videos, audio and even texts to a form that can be read and manipulated by the computer easily hence enabling easier transmission by any form of electronic media. This therefore means that the digital technology enables perfect transmission of the content, recording and even storage. The rapid impact of the digital technology on the telecommunications industry has led to an increased speed in consumer mobility but also a cut in jobs.With the digital technology holding the day, the print media’s importance has continued to decline as more people get the information that is printed in the print media over the internet and they get the information immediately unlike having to wait for the print media information several hours.
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