Running head: IDEAS AND MEDIA PRACTICES 1

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Media refers to the collective outlets that are utilized in storing and delivery of

information. Consequently, creativity is a major component as it facilitates development of

platforms that can store or deliver information in more convenient and effective means. It is this

aspect that increases the focus on new ideas hence a strong link is existent between ideas and

media practices. The association of ideas and media practices is evident from the objective to be

innovative, embrace trends in communication in order to reach out to more individuals in the

society and factor in possible approaches in storage and delivery of data in future (Guo and Wu,

2009). Among other elements that can illustrate the connection that ideas have with media

practices are media production, media distribution, media use and audience consumption.

Media production involves development of artists ideas in order to furnish and perfect

them based on industry standards, context, legal requirements, ethical considerations and

sustainable efforts. The link between ideas and the media with regards to production is evident in

the variety of processes involved. For instance, writing, shooting, editing and marketing are steps

that are present in media production. Writing involves development of creative content therefore

ideas are welcome as they initiate the creation of interesting content that would then be edited,

marketed and distributed. It is therefore apparent that during production, ideas constitute the

basic principle because they facilitate creation of content that would then be stored or delivered

through a number of means. Theoretical frameworks emphasize that projects in media production

are written as well as developed in classes and that collaborative effort is common in

professional contexts (Moores, 1993). The inference is that in both contexts, the input of various

stakeholders is appreciated and the more diverse the ideas, the higher likelihood of the content

being produced piquing the interest of its target audience. Among the genres taught or observed
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in media production are reality performance, advertising agency production, documentaries and

narrative film.

Once media is produced in the stated and any additional genres, there is need to make the

information or content available to the target audience. Media is not only associated with

development of content but also storage and delivery of the developed content. Consequently, a

number of platforms are sought to make the target audience aware of the developed content. In

this circumstance, ideas are necessary as they provide possible better alternatives that would

deliver information faster or more efficiently to consumers. The present business environment

changes very often therefore there is need to monitor trends in order to utilize current platforms,

instruments and approaches in distribution of content. As such, ideas are essential in order make

necessary stakeholders aware of trends in media use and possible effective approaches and

platforms that would make content accessible and available to the target audience (Guo and Wu,

2009). It should be noted that media distribution has been largely influenced by technological

advancements and technological advancements are spurred by an innovative culture. Innovation

is associated with creative ideas therefore ideas are essential in media distribution in order to

keep up with industry trends and match consumer expectations as well as behavior.

Regarding media use, ideas are linked to media practices based on trends and changing

perceptions. For instance, the shift from traditional to digital platforms in the recent decade have

prompted organizations and individuals to seek current tools in production, distribution and use

of media such as social networks. Since there is a new approach in media use, it is essential to

receive varying ideas that provide options that offer competitive advantage, reach a larger

consumer base and distribute content in real-time. Media use reflects the influence of ideas on

media practices especially with regards to audience consumption of media.

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Media use is developed based on the target audience and consumption perceptions of

audiences. As was stated in media use, technological advancements have altered the approaches

used in making content available to target audiences. The inference is that the audience embraces

new methods, tools and platforms for exchange of content therefore it is essential to receive ideas

that illustrate trends in audience consumption hence facilitating creation of strategies that will

ensure content reaches the preferred group (Moores, 1993). The objective is to get suggestions

that will make it possible for organizations and individuals to match audience needs and market

trends.

The connection developed between critical ideas and media practices therefore is on

monitoring and adaptation to changing market trends. As has been illustrated, the media

environment similar to business environments experiences occasional changes. The recent

changes are in the shift from traditional to digital platforms. Critical ideas form a baseline for

development of interesting content (Guo and Wu, 2009). The audience is attracted to content that

matches their needs, is interesting and that reflects trends. Consequently, creativity in

development of ideas is a major factor in facilitating production, distribution and use of media.

The connections existent in media practices are linked with operational processes. The

individual processes in media practices are content production, distribution and use. It has been

illustrated that ideas are necessary in all these phases albeit differently.

Conclusion

Media practices are connected to ideas in a number of steps including the production, the

distribution and the usage phases of content. Under production, ideas are essential during

creation of interesting as well as relevant content. Under distribution, ideas are essential in
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matching market needs, consumer demands and industry trends. Under use, ideas are relevant in

evaluating consumer behavior hence facilitating development of strategies that enhance effective

delivery of content to the target audience. Overall, ideas are required in order to produce,

distribute and use content among other elements. Any individual or organization that seeks to

make information or content available to their target audience should be open to suggestions as

well as ideas in order to introduce innovation, adaptation to market trends and satisfaction of

consumer needs.
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References

Guo K. and Wu Y. (2009). Media Consumption and Global Visions Among Urban Chinese

Youth. China Media Research 5 (4)

Moores S. (1993). Interpreting audiences: the ethnography of media consumption. London:

Sage.