Digitalization Of New Media

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According to Livia Teernstra, we're shifting from local communities to digital communities (Livia Teernstra, Guestlecture Trends, 17 March 2014). Online spaces are almost everywhere instantaneously. We're becoming less and less aware that online spaces blur the boundaries between our digital and physical lives. What does this development do to us? Does this fast changing media technology enrich our lives or make us slaves? In this paper an attempt will be made to explain what kind of influence media technology has on the life of an individual, society and social world that includes culture. Finally, possible future media landscapes within the Netherlands will be explored and discussed. What do media entail? The word media comes from the Latin word ‘middle’, because media are in the middle of a communication process, exactly in between sender and the receiver of a message (Croteau, Hoynes, & Milan, 2011). Media have significance because they allow and influence human communication. Consequently, they raise sociological questions. These were concerns about traditional mass media, or also called old media, now they are more about new media that have caused digitalization of personal and professional spheres (Jenkins, 2006). Digitalisation is the integration of new media in everyday life. Furthermore, there are three main differences that distinguish traditional mass media from new media. First, where traditional mass media allowed communication to be sent from one source and be received by a large audience, Internet and social media has blurred this distinction between individual and mass audiences. The one to many model of traditional mass media was replaced by the countless possibilities of a many-to many web of communication (Cr... ... middle of paper ... ...r example, movie and TV show producers have now many more options to distribute and sell, instead of through the traditional channels. Just like Leurdijk mentioned as well, this will bring forth new business models, such as Netflix (Cees van Koppen, Guestlecture Trends, 10 March 2014). These developments caused by digitalization may therefore very well lead to two worlds converging. However, will it result into a flourishing creative industry benefitting innovative ways to express and complement our culture, or will it substitutive other familiar ways? We will never know for sure, but at least we could consider the effects of digitalization as a development that enriches our lives. Even though it is difficult to distance yourself from media, because media is everywhere nowadays, we can still choose to experience certain aspects of our lives in a non-digital manner.

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