MUSIC AND THE MASS MEDIA IN A DIGITAL AGE

Abstract

The pace at which technology is evolving is ever increasing – and people are eager to embrace Tit. The digital age has a wide scope. One may have heard of buzz and words like artificialintelligence (AI), automation, big data, insure tech, Internet Of Things (IOT) and cloud.These are some of the streams that come under the digital age. Life in the digital age is trulyinformation driven as data to access the internet is becoming more valuable than other things, hencean average person needs to access social media almost on a daily basis. For the last decade,phenomenal technological advances in digital technologies has enabled the internet to become anefficient medium for accessing music both by streaming or direct downloading, as well as by onlineacquisition of CDs and cassettes(Graham et al, 2002). Social media platforms such as Whatsapp,Facebook, YouTube, Instagram, Telegram, etc have emerged as agents of informationdissemination around the globe. Careful observation shows that music and mass media in the digitalage has left the corridors of the traditional owners to the doorstep of the consumers.