Obsoletion is often the price of technological progression. The quill gave way to the pen, which stepped aside for the typewriter, and was then retired by the modern computer. However, is the media subject to this same phenomenon?
New media is often associated with the millennial generation. So is it true that Traditional Media is still relevant in today’s society when the demographic of media consumers are changing? What are the demographic differences of in the people who use Traditional Media and New Media? What are the factors that affect people’s choice between New and Traditional Media? With the aid of various journals, these are the questions that will be answered in the literature review.
Is traditional media still relevant in today's society where the use of new media is becoming increasingly popular?
In certain areas, such as marketing, traditional media still plays a major role. Research has shown how New and Traditional Media complement each other in a concept akin to a "rock in the pond" (LaPointe, 1). Traditional media is the rock, while New media is the pond. A message sent by traditional media reverberates through new media, exactly how a rock creates ripples when thrown into a pond. This ripple effect greatly enhances the impact of the intended message, allowing it to reach a far broader audience than originally intended. However, many marketers often exaggerate the significance of New media in any given marketing strategy, by up to 40% (1)
Without Traditional media, "there might be no material reverberation in the social-media space" (1) , which would force marketers to use alternative methods to cause social buzz. Most of these "social-only" strategies are "unexpectedly expensive" or "very low probability" (1)...
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...y need with just a few clicks (D/O M. Krishnasamy). In fact, when using New Media, information can be accessed whenever and wherever, suiting to the users convenience (D/O M. Krishnasamy). This is because, when comparing Traditional Media to New Media, it is evident that getting information with smartphones or other “Internet based terminals” is much more effortless, than going through page by page of newspaper, Traditional Media (D/O M. Krishnasamy). Also, a consumer can search for information anytime and anywhere, by using a smartphone, without having to wait for “broadcasting schedule to be connected to get the information” (D/O M. Krishnasamy).
Conclusion
While each medium has their own pros and cons. The potential that they have while used in conjunction is clear, the maximum potential of New media cannot be reached without Traditional media, and vice versa.
Dizard, Wilson, Jr. Old Media New Media: Mass Communications in The Information Age. New York: Longman, 2000.
The media play an indispensable role in modern life, and are considered amongst the most powerful and inaccurate sources of social information, education and entertainment. Our mass media is an electronic (TV, film, video, videogames, internet) visually dominated media with print (newspaper, magazine)...
Joseph STRAUBHAAR and Robert LaROSE (2002). Media Now. Communication Media in the Information Age. 3rd Edition. Belmont, Wadworth/Tompson Learning.
Media role, mainly Television according to Gerbner is “the absorption of divergent currents into a stable and common mainstream”. In other words, mass media may involve functions and processes other than mere overt change.
Have you ever wondered how the media is constantly affecting your opinion or views on everyday topics? When the mass media was created there were two types: the print media, which consisted of newspapers and magazines or there was broadcast media that came through the radio and television. Over the last 50 years electronic journalism has become very significant. With the technology advancements we have today the types of mass media have been merged together so no matter how you choose to view the media it will be published everywhere.
The development of the internet allowed for people across the globe to connect immediately and provide an almost instant access to information. The internet has changed American culture significantly without eliminating other avenues of mass media. American culture has changed to expect quicker results. Before the internet finding out information could require research and time to locate an answer. Now a simple search can provide answers or opinions to any subject. After the internet creation, it resulted in the development of social media. The draw to social media and the internet caused networks to change their methods of promotion and engagement with the audiences. While networks still have multiple channels and radio stations, they needed to ensure that they were current and an important aspect in today’s society. Now tv shows will use social media to connect in ways that were never thought of before. Multiple tv shows do live chats during the original broadcast. For example, The Walking Dead has a twitter page that provides a whole network of people who are watching the show to chat about what is going on in the show. And at special times you can chat with the cast during the show. Another effect of the internet is the ability to create multiple gatekeepers. A person can create a blog with relative ease and provide their own insights into issues. This can create more information that is available to the everyone. However, this also leads to major issues with media literacy. Media literacy includes access or description, analysis, and interpretation of the information. However, with quicker access and demand for information, incorrect details can be released and can result in a lack of media literacy. A person is bombarded with different opinions, details, and stated facts that will contradict itself. A person needs
For years, the population has been exposed to different forms of media. Newspapers, magazines, television, films, radio, and more recently the Internet are ways of promoting ideas, spreading news, and advertising products.
Television is an invention that has revolutionized the way people think, comprehend and receive information. Although television in today’s world is not the leading media source, however it still remains to be a prime example of media influenced outlet of information. Television over the course of the past few decades has intertwined its way into society’s day to day operation and will remain to influence people’s decisions.
Media is a singular form and a tools that is used to deliver news and information or database. Either it is associated with communication media or specialized in media communication business. For instance, broadcasting, publishing, print and press media and all that related. In this decade, there are four type of media which is traditional media, printed media, electronic media and a new media. First is traditional media. It is by far the oldest media that existed. Traditional media characteristic is stage performance of traditional art forms natural and friendly. Moreover, the content is simpler and familiar. The performer can make some changes of content depending of the audience level that attend. According to Ball-Rokeach
Salman, A., Ibrahim, F. and Hj. Abdullah, M.Y. et al. (2011) The impact of new media on traditional mainstream mass media. The Innovation Journal: The Public Sector Innovation Journal. [online] 16(3): 7, pp. 1-11. Available at: http://www.innovation.cc/scholarly-style/ali_samman_new+media_impac116v3i7a.pdf [accessed 10 December 2013].
...ely available and accessible from everywhere. New media has introduced innovative platforms and ways to consume media products, they have been embedded into our social context that we are unaware of the different ways we are constantly relying on technology. This leads us to call for more contemporary studies towards new media audiences for a more in-depth analysis and how they have merged the different contexts of media consumption.
These changes are seen as contributors to the rising of a new "techno-economic paradigm" - which is defined as: "A cluster of inter-related technical, organizational and managerial innovations whose advantages are to be found not only in a new range of products and systems, but most of all in the dynamics of the relative Cost structure of all possible inputs to production (M Castells, 1996). The development of this techno-economic paradigm has influenced the technological basis of the process of content production and consumption; the business model and operating system of media firms and institutions; as well as related policy
The revolution between traditional media platform to online and mobile media sources have change greatly throughout the past decades. With the time it takes for news to present its’ information quickly, online media provides the ability to access information and news ahead of traditional media. Especially with technology, receiving information can just be an arm’s length away by your smart phones or other electronic devices. Especially with Information Technology growing at a constant rate, consumers therefore are transitioning from traditional types of media such as newspapers,
New media has a big influence on us, it shape our state of mind and how we behave, and most of the time I will say that influence is bad because we put too much attention on it, a lot of people no longer thinks by their selves, they act, react and think because we told them to think like that. New media shows us what is good or bad, and we trust it.
Hence, any debate of the future becoming digital must take into consideration the reaction of the media to the technological innovations of the world, from the Personal Computers (PC) to the smallest Smartphone. Although mass media has increased with technological innovations, what driv...