Oxford- Heba Albeity
The Blavatnik School of Government at the University of Oxford has hosted the International Dialogue Forum entitled ‘Media Future and Future Media’ on Monday 22 August 2016. The Forum was organised by the SRMG (Saudi Research Marketing Group) represented in Taoq Research, which was recently founded by it and is considered to be its research arm.
The Forum has introduced a new vision of ‘new media’ seeing its role as a complementary to traditional media in opposition to the conventional conception of the new media as a threat to the traditional one. The speakers stressed the importance of employing new media to serve and strengthen traditional media as well as benefiting from the experiences of traditional media by implementing the rules of its success. In addition, the Forum discussed the challenges faced by traditional media in order to keep up with ‘new media’ and the need to apply modern e-marketing strategies.
Although it is difficult to predict the future of media in the few coming years, raising questions and exploring them, however, enhances the analysis of the current media scene and benefiting from the mistakes and experiences of traditional media. All of this feeds into the research discourse aiming to develop media and employ it to serve the mentality of the recipient in the smartphone era. Starting such discussions is the precise reason behind organising such forums.
Interviews with experts in media and technology at the forum: