Today’s Media Landscape

The media landscape today is a large canvas that can be painted from every imaginable angle with a spectrum of color. We’re more tuned in than ever before, and are constantly being bombarded with messages, advertisements, information and misinformation. Topics we’ve never heard of suddenly become mainstream issues that evoke panic and fear among the masses. And industry terms that we use every day can be misconstrued and, suddenly, we have an issue spiraling out of control that wasn’t even an issue just yesterday.

How does this happen? People’s use of media has changed. For example:

  • Roughly two billion people are now connected to the internet
  • Social media accounts for nearly 25 percent of time spent online
  • Everyone with a cell phone has the potential to be a cinematographer
  • Employees, consumers, customers, bloggers, social media food communities, activists, NGOs and others can all directly influence the public conversation about individual companies/brands/industries in a matter of seconds
  • By the year 2015, 80 percent of the global population will have a personal mobile device that can be both a receiver and a transmitter

So how do we manage the influx of messages? At CFI, we utilize a proprietary media monitoring process to keep track of issues and trends within the food system. Our Strategic Intelligence and Trend Evaluation (SITE) process monitors more than 190,000 traditional news media sources as well as more than 300 million social media conversations. Our members have access to custom monitoring reports on issues that may impact their organization – from food safety to animal welfare to nutrition to environment – and can keep them up-to-date on developing and emerging issues.

So the next time the paintbrush strokes the canvas, we can monitor it to make sure the colors don’t run together.

Posted by Jenny.



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