MEDIAMORPHOSIS: A SYSTEMATIC LITERATURE REVIEW
Anastasia
Winanti1, Jaka Anindita2, Irwansyah3
Postgraduate Department of Communication
Science, Faculty of Social and Political Sciences, University of Indonesia, Jakarta,
Indonesia
[email protected]1, [email protected]2, [email protected]3
ABSTRACT
Mediamorphosis took place long before this term was conceptualized, and
it continues to evolve with the development of communication and information
technology. Based on a systematic literature review of selected articles, it is
known that media metamorphosis has led to adaptation, updates, and innovations
in research methodology, digital media development, communication message
packaging, and the mechanisms related to media. Based on previous research, the
concept of mediamorphosis provides a broad space for in-depth interdisciplinary
studies on technology-mediated communication and its impact on human
transformation. The review also suggests that mediamorphosis presents both
challenges and opportunities for media practitioners, requiring a focus on
ethics, the humanization of media, and critical thinking skills. Further
research is needed to explore the impact of mediamorphosis on society and to
develop strategies for navigating the evolving media landscape.
Keywords: mediamorphosis, digital technology,
communication, new media.
Corresponding Author: Anastasia Winanti
E-mail: [email protected]
INTRODUCTION
Mediamorphosis
by Roger Fidler describes the changes that occur in media production, distribution,
and consumption. According to Fidler, these changes reflect changes in the
broader structure of modern society, which uses new electronic technologies
that change how we think about media and information. He identified six
principles of mediamorphosis,
namely the coexistence and coevolution of media forms, the gradual mediamorphosis of new media forms from old
ones, the spread of dominant traits in media forms, the survival of media forms
and companies in a changing environment, the advantages and necessity of
adopting new media, and the widespread adoption of new media (Fidler, 2003).
Fidler further revealed that there are three major
morphoses in human communication: spoken language, written language, and
digital language. Spoken language led to the formation of social groups,
problem-solving skills, and the development of broadcast forms of communication
such as storytelling and ritual performances. The written language led to the development
of physical documents, mechanical printing, and the mass media (Fidler, 2003). At first, a new technology will create excitement and confusion, so
penetration will not occur much. In the next stage, he will find the 'flux,'
and there is penetration among users. Ultimately, new technology will bring
innovation to produce new standards (Fidler, 2003).
Fidler considers mediamorphosis as a method of unifying technological developments in
the media so that the media stays away from obsolescence. This theory
introduces a framework for assessing change and evaluating new technologies.
Fidler also emphasized that communications systems will continue to change
unpredictably; some may even conflict with current technology. Users will also
be willing to adopt new technology that is affordable, user-friendly, useful
and easy to obtain/access because it is widespread (Fidler, 2003).
Mediamorphosis is important to research because media will continue
to develop, and evolution is inevitable (Sousa, 2022). Change is not something most people expect, and not all are adept at
predicting it. Even researchers and innovators who participate in technological
and social change may still be mistaken in visualizing a future full of
uncertainty (Fidler, 2003).
Mediamorphosis also considers the impact of technology on
communication practices in society. By exploring these changes, we will better
understand how new technologies shape culture and what implications this
phenomenon may have (Ernst et al., 2021).
Systematic literature
review are expected to answer research questions by combining observations and
perspectives from empirical findings (Snyder, 2019). By systematically reviewing relevant literature, the
scope and depth of the concept can be understood, as well as the identification
of gaps in the concept under study. By summarizing, analyzing, and synthesizing
a wide range of related literature, we can find answers to research questions
and develop new theories. This literature review can also evaluate existing
conceptual criteria to reveal weaknesses, inconsistencies, and contradictions (Par� et al., 2015). Systematically reviewing the literature on mediamorphosis
can provide insight into media and its development, which can shape
communication behavior patterns in the future because mediamorphosis is an option for maintaining the media industry's existence (Asyir & Nurbaya,
2019). Based on the background above, this research aims to discover and analyze mediamorphosis.
METHOD
A literature
review is a selection of available documents (both published and unpublished)
on a topic that contains information, ideas, data, and evidence written from a
particular perspective to serve a particular purpose or express a particular
view on a topic to be researched and assessed. Effectiveness of these documents
about the proposed research (Hart, 2018). A literature review is a data collection tool that includes
identifying, recording, understanding, creating meaning, and conveying
information comprehensively (Onwuegbuzie & Frels, 2016).
Election
Process
This
systematic report was reviewed using the 2020 Preferred Reporting Items for
Systematic Review and Meta-Analysis (PRISMA) standards to identify eligibility
criteria, information sources, search strategies, selection processes, data
collection processes, and data sets. PRISMA 2020 includes updated guidance on methods for identifying,
evaluating, and synthesizing studies (Par� et al., 2015). The systematic review process that has
been applied in this study consists of different phases (Al‐Jinini et al.,
2019) :
1)
Phase 1: Develop
research questions (RQ). They are organized into three main scopes, namely:
first, analysis of keyword relationships identified in the literature (RQ1); second,
document characteristics to identify the ranking level of the journal as well
as the year of publication at the data center; the field of knowledge of the
journal that published it, the research location and the research methodology
used (RQ2-RQ5); and the three scientific dimensions (RQ6-RQ8), namely the gap
between the advantages and disadvantages of keywords between research, the form
of keywords in research, and solutions to research challenges.
2)
Phase 2: Eligibility criteria
and sources of information. This
includes English language articles published in international journal databases
that contain the word mediamorphosis in the abstract or keywords. Theoretical and empirical
studies with quantitative or qualitative methods are also included. The
exclusion criteria applied were sources of information from books, book
reviews, and proceedings.
3) Phase 3: Search strategy. A search through the
Scopus-indexed journal database was conducted for article selection by entering
the keyword "mediamorphosis" The next step is to summarize
the literacy results into the coding sheet.
4) Phase 4: Literacy selection process. An initial
search with the keyword mediamorphosis yielded 24 articles, 1 of which was a duplication. After
analyzing the 23 articles based on the title and abstract as well as the
exclusion criteria, the results were then consolidated, which found that 11
articles were excluded considering that three were not in English (two were in
Spanish and one was in Italian), three were books, three were conference
proceedings, and the other two are book reviews. So that leaves 12 deemed
feasible articles to be analyzed in full text for systematic review.
5) Phase 5: Categorization and synthesis of data by filling in the coding
sheet according to the research questions. In the analysis section, findings
about mediamorphosis are compiled.
Table
1. Coverage, Research Questions, and Categorization
|
Scope |
Research Question (RQ) |
Categorization |
|
Analysis of Relationships
Between Keywords |
RQ1:
What is the development of the concept of mediamorphosis from the literature
obtained? |
Describe
the definition of mediamorphosis in
each literacy. |
|
Document Characteristics |
RQ2: How
is the distribution of journal articles based on the year and ranking
position of the journal in the database? |
The year the journal
article was published and the journal ranking quartiles on the Scimago
Journal & Country Rank. |
|
RQ3:
What journal topics contain the concept of mediamorphosis, and how is it divided? |
Distribution of subject
areas and journal categories in scholarship. |
|
|
RQ4: How is the geographic
distribution of journal articles that contain the concept of mediamorphosis? |
Location
(city or country) of research in the article. There is also an unidentified category for research
based on text analysis. |
|
|
RQ5:
What research methodology is used in these journal articles? |
Research methodologies are
categorized into quantitative, qualitative, or mixed methods. |
|
|
Scientific Dimension |
RQ6:
What is the balance of research looking at the advantages and disadvantages
of mediamorphosis? |
The explanation in the
article is related to the concept of mediamorphosis, namely optimism or
pessimism in facing mediamorphosis. |
|
RQ7:
What forms of mediamorphosis are mentioned/researched
in journals? |
Changes in media forms are
researched in journals. |
|
|
RQ8: What are mediamorphosis challenges from an industry
and communication technology perspective in the literature, and what are the
solutions? |
Description of the
challenges of mediamorphosis in the journal and the
solutions offered by researchers in facing these challenges, especially from
an industry and communications technology perspective. |
Figure 1.
PRISMA Chart
RESULTS AND DISCUSSION
RQ1: What is the development of the concept of mediamorphosis like from the literature obtained?
The theoretical implication of all journal articles that become
references is that mediamorphosis as an ongoing and developing
concept connects every study of it to each other, becoming the basis for
subsequent discussions. The concept of mediamorphosis was first introduced by Roger
Fidler in 1990 through his writings about the future era of newspapers. In
2003, he introduced mediamorphosis through his book Understanding
New Media. Fidler's concept of mediamorphosis is most widely used in
selected journal article databases. He defines mediamorphosis as changes that occur in media
production, distribution, and consumption.
Another concept still in synergy with changes in media was also put
forward by the Toronto School, founded by Canadian economic historian HM Innis
with the concept of Medium Theory. This concept has relevance in identifying
the challenges and prospects of traditional newspaper media in the era of the
invasion of new media, especially from the perspective of media stakeholders (Okon
et al., 2022). The definition of mediamorphosis also emerged because complex
media systems and the influence of external pressures force media reorganization
toward survival. In particular, it is stated that new media do not emerge
spontaneously and independently but occur through a gradual mediamorphosis of older traditional media,
thus forcing the emergence of new media even though, conceptually, it is still
within the scope of the old (Anaeto
et al., 2008).
Furthermore, functional and operational media transformation changes mass
media to face the explosion of followers in the digital era, which is also the
axis of social construction. This condition is referred to as 'the transmed
narrative,' which is supported by the expansion of cross-media products. The
penetration of communication industry and technology indicates the need for the
media industry to design operational strategies. This is done to broaden
horizons while reconfiguring and reinventing in new forms to compete with the
dynamism of new media (Barrios-Rubio,
2021). Something similar can be seen
when mediamorphosis revolutionizes the way
audiences interact with their television devices, which then encourages the
development of technology that combines interactive digital TV (IDTV) and the
web, which gives rise to new interactive multimedia services, which are
increasingly personalized according to user preferences (Ferretti et al., 2007 ).
On the other hand, mediamorphosis from a philosophical aspect
has the basic characteristic that electronic media determines the character of
influence on humans and their world based on experience (Seilerov�
& Seiler, 2008). It is emphasized that the
human world, both life and culture, is controlled by the principles of media
logic. Media logic becomes the logic of everyday reality and continues to grow
following media laws. mediamorphosis directly affects humans when
it is associated with the dimension of communication via electronic media (Welsch,
1995). So, it can be concluded that mediamorphosis is defined as expanding the
dimensions of communication and human living space. Cyberspace has become part
of human life in society and culture. mediamorphosis thus poses an anthropological
risk by humanizing electronic media in society and culture (Tolnaiov�,
2014).
Mediamorphosis is also a term used to
describe the way a media organization experiences new forms of adapting to
changes that are almost never-ending in the media industry in today's world (Achmad,
Ida, et al., 2021). It is also said that mediamorphosis refers to the transformation
of communication media as a result of complex social and technological interactions
for innovation and the perceived need for competitive and political pressure (Achmad,
Juwito, et al., 2021) ; (Calmon
Alves, 2001) ; (Loops,
1998). Relentless developments have
resulted in research on new internet-based media and digital communication
technologies, such as stopping at one point and then moving forward again due
to the presence of more recent innovations, where the cycle of mediamorphosis and diffusion begins again
(Tomasello et al., 2010).
Even though mediamorphosis was only introduced at the end
of the 90s, the phenomenon described in it has been going on for much longer,
when the tradition of packaging communication messages mediated by text or
images was present in human life. This was explained by Nathan Allen Jung
(2012) when studying the variety of printed materials in the form of
periodicals, proceedings that existed in the transatlantic region from 1880
to 1940. Differentiation in packaging the same message for two different media
types is also visible in editorial policies. Le Monde, France for their news alerts
in an offline edition that is not the same as the online edition (Le,
2012). With two different newsrooms,
Le Monde can do this without sacrificing the quality of their journalism. This
confirms Fidler's previous thesis. Traditional mass media must respond quickly
and precisely to the phenomenon of mediamorphosis if they want to avoid being in
the phase of - to borrow Rosental Camon Alves's term - mediacide. Amid an industry moving
quickly and simultaneously to web technology, mass media must not just move
there. However, they must find ways to convey appropriate messages and business
models that maintain the competitiveness of online journalism as it used to be
in the offline realm (Calmon Alves, 2001).
Apart from that, mediamorphosis has also influenced the structure of production
costs, the division of worker roles, and work methods, as found in the scope of
film, video, news photography, and architecture workers in Austria since the
early 90s. Digital-based work tools allow smaller companies or individual
freelancers to do things that previously could only be done by large companies.
This situation, on the one hand, means wider job opportunities. However, it
also means increasingly tight competition in the job market (Sperlich,
2011).
From there, it can be seen that mediamorphosis - in the journals that are
referenced - has encouraged innovation in research tools and methodologies,
giving rise to adaptation through institutional steps to differentiate their
products and strengthen their existing roles through practitioners adapting
their work methods and inventors' steps. , innovators and industries modify or
produce completely new products, where those who can do all of this have a
better chance of surviving amidst the media mediamorphosis.
RQ2:
How is the distribution of journal articles based on the
year and ranking position of the journal in the database?
The quartile distribution of selected journals is based on ranking
positions in the Scimago Journal & Country Rank, namely 41% in Q1 and Q3
with five journals each. In Q2 there was one journal, while there was one for
those not identified. The distribution of journal publication years is in the
2001-2022 range with details for 2022, 2014, and 2012, each with two journals, and in 2021, 2020,
2011, 2010, 2007, and 2001, each with one journal.
Reporting from the scimagojr.com page, journal quartiles according to the
SCImago Journal Rank (SJR) are journal groupings based on quartile categories
made by SCImago Lab. Quartiles are the process of dividing data into four equal
parts. In SJR, the first quartile is the journal with the highest SJR value of 25%.
Journals that fall into quartile one are considered high-quality journals.
The use of high-quality journals is in line with the systematic
literature review method. Systematic reviews use the best evidence available in
the literature to be reviewed to conclude. In this way, the basis for compiling
potential theoretical and practical research recommendations can be developed (Snyder,
2019).
Meanwhile, related to the
distribution of years, this research is included in the era of the fourth level
in human communication, namely digital language, which is classified as the
third mediamorphosis. The era where human life
develops very quickly according to discoveries in the field of new technology.
Figure 2. Journal Quartile Distribution
Figure 3. Distribution of Journal Publication
Years
RQ3: What
journal topics contain the concept of mediamorphosis, and how is it divided?
The journal category containing the mediamorphosis concept is dominated by the
"Social Science" category, with a presentation of 58.3% or as many as seven of the 12 selected journals.
The next category was followed by journals in the "Art &
Humanities" category, 25% or three out of 12 journals, and the "Computer
Science" category, 16.7% or two out of 12 selected journals. All of these journal
categories are closely related to the study of the impact of technology on
media changes in the communication process.
Figure 4. Journal
Subjects and Categories
RQ4: What is the geographic distribution of journal
articles containing the concept of mediamorphosis?
The geographic distribution of articles containing the concept of mediamorphosis was found to be from eight different
countries. The majority contribution was made by published articles originating
from the United States with a proportion of 25%, namely 3 out of 12 journals.
Meanwhile, it was followed by unidentified locations in two of the 12 journals. Both journals
are journals with text-based research, so they must be specified for conducting
research in certain locations. Finally, mediamorphosis was studied in seven other
countries with the same proportion of one in 12 journals, or 8.3%, namely Canada, Austria,
Italy, Nigeria, Colombia, Indonesia, and India.
Figure 5. Research Locations
RQ5: What
research methodology is used in these journal articles?
����������� The research methods used were quantitative and
qualitative (41.7%) in five journals each and a combination of both in two journals (16.7%).
Figure 6. Research Methods
RQ6: What
is the balance of research discussing the advantages and disadvantages of mediamorphosis?
Change can be viewed as both advantages and disadvantages. In the mediamorphosis journal, which assessed the
influence of digital media on newspapers in Nigeria, it was found that there
were detrimental effects from the media change process. The 11 of 13 media managers interviewed
(84.6%) agreed that the penetration of new media threatened their newspapers.
In contrast, only two (15.4%) felt they were not threatened. This answers
whether traditional newspapers will outlive new media or if there will instead
be a marriage between the two. Seven out of 13 media managers (53.8%) believe newspapers
will survive new media; three people (23.2%) said that newspapers would not
survive, and three others believed there would be a marriage between the two
media (Okon
et al., 2022).
Some scientists are of the view that conventional media managers must
conduct more in-depth research in order to remain able to survive amidst the
onslaught of new media by not fighting their presence but looking for a middle
way to win both (Yapp, 2008). New media have arrived, and their penetration is
challenging every sector of society. Traditional newspapers will ring their own
death knell if
faced with a normal approach and rigidity to change (Okon et al., 2022).
On the other hand, journal research related to industrial media and
digital consumption during the COVID-19 period in Colombia shows positive
sentiment where the adaptation of conventional television media with new media
and accompanying technology has succeeded in maintaining their conventional
media business. By providing information and responding to users' wishes and
references, editors enable creation and strengthening of niches or communities
of specific interests. Like on social media platforms, the news agenda on the
same day can be packaged more creatively. With initiative, quick adaptation,
and creative communication tactics, the conventional media industry in Colombia
can survive by maximizing data triangulation from various technological devices
that are generally connected to the audience via smartphone networks, TVs,
tablets, PCs, tablets, digital watches, and the like. (Barrios-Rubio,
2021) .
At the level of its relationship with humans, journal research states
that mediamorphosis can be strong and weak. Strong
means having an advantageous position, and weak means its presence has bad
implications for humans. Theoretically, the weak version of mediamorphosis argues that electronic media
create and shape modern humans, lifestyles, and cultures through their content
or messages (Pravdov�
et al., 2014). The strong version considers
McLuhan's statement that 'the medium is the message,' which warns that the
media itself is a message; namely, the media is not only a tool or means of
communication where its influence is not determined by the content presented,
but the media in conveying a message, can affect the meaning or the meaning of
the message (McLuhan, 1975). It is about digital communication's existence
thanks to what and how it affects human life (Pravdov�
et al., 2014).
The virtual world has become important to a person's life or lifestyle.
Internet multimedia has the strongest ability to stimulate public experiences,
feelings, and emotions. This assumption is confirmed that media reality can
create a hedonic lifestyle, which is part of modern humans' mediamorphosis �into mediamorphosis. This also gives rise to what
is called 'homo medialis,' someone who is formed by culture on the basis of
media reality. Factors that shape homo medialis include commercialization, the
phenomenon of hyperconsumerism, and the hedonistic lifestyle offered by media
reality (Tolnaiov�,
2014).
RQ7: What kind of mediamorphosis is mentioned/researched in the journal?
Figure 7. Mediamorphosis
in Journals
Of the 12 selected journals, five (41.7%) raised the concept of mediamorphosis between
conventional media and new media. Of the five journals, three relate newspapers to
new media, one about print-radio-television media with the digital ecosystem,
and one about the relationship between radio and social media. In the next
position, there are three research journals (25%) related to the mediamorphosis that discuss new
media itself, two journals (16.7%) about the relationship between humans and
new media, and two journals (16.7%) related to the mediamorphosis era.
RQ8: What are the challenges of mediamorphosis from an industry and communication technology perspective in the
literature and what are the solutions?
����������� One thing worth paying attention to
when mediamorphosis theory tries to
predict the evolution of mass media is that computer-mediated communication is
more than just the presence of new media such as radio or television decades
ago. Computers and the web represent a new paradigm in communication, becoming
the heart of the digital revolution because they have tremendously changed the
accumulation and dissemination of knowledge and information. The scenario of
the arrival of medicine does not necessarily mean the end of journalism or the
end of traditional mass media genres migrating to new media. Because journalism
is increasingly needed in the 'new world' born of the digital revolution.
Although the creative work of artists and the prowess of journalism will adapt
to new forms of distribution, the essence will remain the same (Calmon Alves, 2001).
The overflow of information and knowledge requires the presence of
credible journalism, guided by clear ethical standards and qualified
communication skills, to collect and sort information for the public.
Technology has also helped the public not only read or watch but also interact
with individuals or institutions in ways that were unimaginable in the past.
This accessibility creates a more accountable type of reporting. The medicine
phase depends on the advanced stages of the digital revolution. The internet
itself does not necessarily cause it. Like mediamorphosis, which has not yet
shown its end, it continues.
Meanwhile, specifically, the way for other conventional print media, in
addition to increasing credibility, they must bring their values into the
online version. Print media must separate their news efforts and core
businesses on an industry level. As a business entity, print media must be able
to process news into digital media and dedicate their digital media to building
new markets and new sources of income (Gilbert, 2002). The way out for
conventional media will always be revenue, creating new ideas and ways to
engage with customers. Conventional media can work with Internet Service
Providers (ISPs) to provide and include ISP package access to digital print
media. If they have high media value and credibility, print media can also
charge a subscription fee for their online version as part of their revenue
source because loyal customers will continue to follow the print media's online
presence so that the value and credibility of both print and online versions
can coexist ( Okon et al., 2022).
Then, at the communication level, the delivery of media narratives must
respond to forms of communication in digital relations, namely alerts, written
text, podcasts, videos, and comments (Pedrero-Esteban et al., 2019). More than that, a
media's personality or brand personality is built on 80% communication strategy
and 20% technology. Connectivity builds public opinion, and the choice of
language used in conveying information is an important value. For example,
during the COVID-19 pandemic, instead of providing excessive information and
tending to be frightening regarding lockdowns, the media, both radio, and
television, can focus on validating and expressing awareness in an empathetic
tone that a pandemic is a point of the human crisis that is being felt
throughout the world (Barrios-Rubio, 2021).
������������
CONCLUSION
Mediamorphosis is a phenomenon that requires
deep understanding and appropriate responses. This media transformation process brings new challenges and
opportunities that media practitioners must face competently and with
integrity. Information technology and telecommunications changes have created
an information explosion, which requires the role of public service and
advocacy to remain the main focus. Meanwhile, personalization in audience
interaction with communication technology offers market opportunities but also
requires more content. Understanding the transformation of humans directly exposed
to technology is a crucial aspect of this mediamorphosis. Ethics in developing communication technology and
human behavior in operating electronic media is very relevant. Education also
plays an important role in helping individuals think critically and decipher
media content. Further research on the anthropological influence of electronic
media and media ethos needs to be encouraged to reduce the negative impact of mediamorphosis on humans. In this way, we can make wiser use of
media developments and understand their impact on society.
The conclusion of the
systematic literature review on mediamorphosis highlights the importance of
studying and understanding the concept as media continues to evolve and
transform. The review identifies the impact of mediamorphosis on research
methodology, digital media development, communication message packaging, and related
media mechanisms. It emphasizes the need for media organizations to adapt to
these changes in order to remain relevant and meet the needs of their
audiences. The review also suggests that mediamorphosis presents both
challenges and opportunities for media practitioners, requiring a focus on
ethics, humanization of media, and critical thinking skills. Further research
is needed to explore the impact of mediamorphosis on society and to develop
strategies for navigating the evolving media landscape.
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