مستقبل الإعلام والتكنولوجيا الرقمية
تمر صناعة الإعلام العالمية بنقطة انعطاف حادة تحت تأثير التطورات التكنولوجية المتسارعة.
يتوقع معظم الخبراء نهاية تامة للصحافة الورقية خلال عقد أو عقدين من الزمن على الأكثر ، الإعلام والتكنولوجيا الرقمية في تحدي مستمر من أجل التوافق ومواكبة تفضيلات الجمهور حول الأساليب والأنماط المناسبة لهم.
لكن هذه ليست المسألة الوحيدة التي تواجه الإعلام، فحتى الإعلام التقليدي الذي تحوّل إلى رقمي بالكامل ، بات يواجه تحديات كبيرة من حيث العائدات بسبب هيمنة شركات الإنترنت الكبرى – مثل غوغل وفيسبوك – على سوق الإعلانات الرقمية ، ويواجه أيضاً تحديات أخرى ناجمة عن وقوعه تحت ضغط اللحاق بالتطورات التكنولوجية المتسارعة التي تؤدي إلى تغيير عادات القراءة لدى الناس.
استشراف مستقبل الإعلام والتكنولوجيا الرقمية
تبدو مهمة استشراف مستقبل البلدان غير المتقدمة من زاوية تأثير التكنولوجيا على مختلف قطاعات الحياة فيها، سهلة نسبياً.
فالمستقبل في هذه البلدان غالباً ما يكون ماضياً في البلدان المتقدمة.
أصبح واضحاً أن الإعلام العالمي يتجه نحو الوسائط الرقمية والمتنقلة ، لكن هذا لا يعني أن جميع الوسائط الأخرى ستختفي كلياً في المستقبل القريب .
الإعلام والتكنولوجيا الرقمية .. التوجه نحو الإنترنت
سجلت إعلانات الإنترنت عام 2016 نحو 177 مليار دولار عالمياً، وهو ما يعادل ثلث إجمالي الإعلانات من كافة الأنواع المسجلة في نفس العام. ونالت غوغل الحصة الكبرى بنحو 79.4 مليار دولار، بينما حلت فيسبوك في المرتبة الثانية بنحو 26.9 مليار، وإذا ما أضفنا إليهما ما نالته بايدو ومايكروسوفت وياهو وفرايزون وتويتر، وجدنا أن هذه الشركات السبع ظفرت بثلاثة أرباع عائدات إعلانات الإنترنت في العالم .
وقد تجاوزت قيمة الإعلانات عبر الإنترنت قيمة الإعلانات التلفزيونية لتصبح شبكة الإنترنت أكبر وسيط إعلاني في العالم ، وفقاً لبيانات وتحليل وكالة زينيث المتخصصة بالتسويق الإعلامي .
وفيما يتعلق بالبلدان العربية سجلت إعلانات الإنترنت نحو مليار دولار فقط عام 2016م وعلى الرغم من أن هذا الرقم لا يمثل سوى 5% من إجمالي الإنفاق الإعلاني العربي لنفس العام، فإنه يشهد نمواً سنوياً كبيراً بنحو 20% ، مقابل تراجع الإنفاق الإعلاني على وسائل الإعلام الأخرى ، وهذا ما ينبه إلى ضرورة زيادة الاهتمام بالإعلام الرقمي، وإلى بناء شراكات إعلانية مع شركات الإنترنت العالمية الكبرى، إذ يلاحظ مثلاً أن الإعلانات المقدمة من غوغل باتت تظهر على شبكات إعلامية محترمة كشبكة بي بي سي .
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