The media profession changes as it is influenced by technology. The technology that was once handled by specialists and consultants, is now becoming part of all media personnel’s jobs. Magazines, television programs, and newspapers are being published on the Internet to “cross benefit” by having two media products. Media professionals must also understand some practical theories of new media technology. For example, print and broadcast journalism are changing as the length of the story is now less of an issue due to the incorporation of hyperlinking.
Some media professionals might choose to become technically fluent and produce new media. However, most media professionals can expect their job duties to rely massively on – experience in and knowledge of – practical uses of technology (technical literacy) i.e., in producing both traditional and new media.
As a result, Media companies across the globe are looking for people, who are jack- of-all (Jackal), meaning those who have hands-on experience of the technical as well as practical side of journalism. Media Companies are looking for personnel who can report, create content, maintain web pages, create, and edit video and graphic design, write press releases, and improve the company’s online image.
New Media Technology changes the job functions of most media professionals. The reason for this is the media convergence. New Media Technology also changes the production model under which mass communication has been governed. Traditional journalism, controlled by deadlines and space constraints, can now open into different models of storytelling without these limitations.
Henceforth, Media professionals of today and the future will need to be able to work in and produce multiple media. Those who work only in one medium, such as print, will be too highly specialized. Likewise, advertising, and public relations firms, that cater solely to Internet business, also stand to suffer from being too highly specialized. In either case, there is no “jackpot” in media specialization. Instead, the roles played by media professionals continue to evolve to include new characteristics that operate in a new landscape. A major change in the media landscape is that with the introduction of new media technology, particularly the Internet, owing to which the number of publishers has increased dramatically. The existence of more publishers naturally increases competition, which leads to faster production. In turn, faster production has led to controversies in journalism, especially when the speed of publication is emphasized; detrimental to adequate fact-checking. The speed emphasis can also take precedence over artful, disciplined communication.