Critically evaluate this statement, paying particular attention to the changing media infrastructure and audience fragmentation. PLEASE USE EXAMPLES (CASE STUDIES) TO ENHANCE ANSWERS.RECENT EXAMPLES ARE PREFERABLE. Please make sure to state: • What you understand by the task • Discuss key terms • How you plan to structure your discussion and arguments • What could be considered as traditional advertising (ATL) and non traditional advertising (BLT AND TTL) should be explained and discussed. • Key advantages of use of non traditional advertising techniques and social media.Make logical connection clear to the reader. Use this example to support the key points you will make. • DEMONSTRATE IN DEPTH UNDERSTANDING OF WHAT THE QUESTION IS ASKING. • ALSO TALK ABOUT ISSUE OF AUDIENCE AND MEDIA FRAGMENTATION. JENKINS CONCEPT OF PARTICIPATIVE ECONOMY (2008) AND PINE AND GILMORES IDEA OF EXPERIENCE ECONOMY (1999) COULD HELP IN STRENGHTING ARGUMENT FURTHER. Please use HARVARD WRITTING STYLE. NO PLAGIARISM USE ATLEAST 3 SOURCES The essay should include sources to add credibility to your argument, and must contain a bibliography and intext references of all the sources consulted. Also must have good credibility of research effort, content, argument effectiveness and writing style (e.g. clarity, accuracy, conciseness and appropriateness). The answers to the question should demonstrate : • Understanding of the subject and the topic. This could be done by defining the key terms of the question and proving an overview of the topic • Construction of an argument that is well structured and integrated with key theirs and concepts. Such an argument could be supported by the use of relevant examples and provide an analysis of the topic under consideration rather than just proving support or criticism of the case. • Clear and Coherent Structure. The structure should support the argument and clearly indicate the introduction, body and conclusion of the essay. The introduction should provide a clarification of key terms and outline of the argument. The main body should ‘discuss’ the question by the synthesis of theories, concepts, examples and cases where appropriate. The conclusion should summarize the key points of the argument • Insights and inferences from wider reading would enhance the quality of the essay. Inclusion of references to relevant journal articles and the academic texts would demonstrate the extent of knowledge and ability to develop critical analysis. It is necessary for them to draw upon theoretic and concepts in their analysis rather than being descriptive.