Read the case study below and answer the questions that follow.The changes in the media landscape are due not only to the development of new media but also to the repurposing of traditional media. Youth, and adults too, are watching television differently from the way they did in previous decades. They are watching more programs online, recording more programs to watch later, and often using a second screen while they are watching so that they can comment on a show, avoid advertising, or stay in contact with other people. No longer are they watching a series like Pretty Little Liars or Gossip Girl when it is scheduled to air. Now they watch the program when they feel like it, and sometimes for hours at a stretch by “binge viewing” with streaming services such as Netflix or Apple TV, on their television, tablet, or smartphone. And although most teens are still interested in the news, more than adults sometimes think, watching the evening news on TV and buying the (paper) newspaper is a thing of the past. Teens have become “news grazers”: the vast majority (93 percent) pick up the news from a variety of on- and offline sources, depending on which is most convenient at the moment.The commercial environment surrounding youth is experiencing major changes, too. Traditional TV advertising has lost its dominant position. The discrete thirty-second commercial is no longer the best way to reach young people. Instead, advertisers are being forced to create and implement other, often more covert forms of advertising, such as product placement and advergames. Today’s James Bond will gladly order a Heineken, and Mad Men’s Don Draper a Canadian Club whiskey, which, according to its makers, has boosted the sales of whiskey among teens. And thanks to cross-media marketing, Dora the Explorer has become more than a TV series; there are Dora apps, Dora games, Dora toys, Dora quilt covers, and Dora websites in dozens of languages.Then there is the world of games. In the 1990s, gaming was considered the domain of teenage boys, but it has increasingly become mainstream for young and old, male and female. Ten years ago, a mention of video games brought with it images of a home computer or a console player such as Nintendo or PlayStation. Games such as Street Fighter, Super Mario Bros, and Counter- Strike are probably among the first to come to mind. When we think of games today, our first thoughts are likely to be Pokémon GO or Candy Crush—games that can be played with smartphones or tablets. Touch-screen technology and the Internet have profoundly influenced what gaming looks like.1. 2.We see now that even very young children are playing games with their parents’ smartphones, and that the gender divide is changing as girls find their own game spaces in virtual worlds such as Club Penguin and Neopets. Virtual gaming worlds, in general, have spiked in popularity: the game Minecraft is among the highest-grossing apps of all time. This increased access to gaming on touch-screen platforms, combined with a reliance on freemiums (that is, apps that are free to download and rely on advertising and “in-app purchasing”), has provided formidable competition to traditional console game manufacturers.From the above case study:i. In your opinion, why do think the youth prefer the new media than the old media in advertising?ii. In not more than 150 words, describe how new media is influencing your daily consumption habits.

Question

Accepted Answer

The new media is preferred by the youth rather than old media as the youth is not interested in the…

In your opinion, why do think the youth prefer the new media than the old media in advertising? ii. In not more than 150 words, describe how new media is influencing your daily consumption habits.