Which media field — journalism, advertising, television production — faces the most upheaval?
Deuze: They all experience some kind of upheaval uniquely. The games industry has been tremendously successful in harnessing the creativity of consumers, but faces the challenge of opening up its products to mass audiences that may not be all that interested in yet another macho, first-person shooter. Advertising excels in appealing to everyone, but has yet to find a compelling answer to the demise of the 30-second TV commercial or the magazine spread. The financial base under TV and film is eroding fast, as the traditional power of Hollywood is disappearing in an online “long tail” model. Journalism, well, that is a profession that held on the longest of all to traditional methods of doing things, so they are most dramatically experiencing all the challenges of the digital and global age. They really have to start exploring outside of their comfort zones to regain some of their lost audiences — especially among young citizens who are more likely to blog than to ever read a newspaper.
