How Should New Media and Traditional Media Exist and What Are the Differences Between New Media and Traditional Media?
These channels can be pretty effective, and for many businesses, they account for the entirety of the advertising budget. In terms of dollars spent, digital research firm eMarketers(1) estimated that businesses would spend $104.32 billion on traditional marketing techniques in 2021. One characteristic of traditional media is that it requires a large advertising budget. For that reason, and because of the emerging popularity of new media, businesses are starting to diversify their marketing strategies to include less traditional mediums, as well.
New media has its foundations built on traditional media and definitely has improved services and caters to the generations born in the era of technology. They key success, if new media is to ever succeed traditional media, is advanced technology in internet. Although social networking through new media has increased crime rates, it is one of the shortcomings that can be eradicated. With technology, new media has definitely exceeded the abilities of traditional media as an advertising alternative and smoothened the process of gathering concrete information for news articles. Ease in obtaining information and flexibility has also encouraged traditional media followers to convert to new media. With technology backing new media, is it possible traditional media will one day cease to exist?
Keen (2010, p. 55) articulates the idea that ‘democratized’ media only leads to the future where “everyone is an author, while there is no longer any audience”. The present distinction is based on the degree of collaboration between producers of content and consumers. Van Dijk (2006) introduces a structural component of the distinction between new media and old media stating that the former are structurally different (i.e. two-way) from the latter (i.e. one-way). It is also possible to differentiate between the old and new media focusing on their ‘popularity’. As far as old media are concerned, they are seen as somewhat out-dated and they are declining. For instance, researchers note that there is certain decrease in newspapers circulations in many countries (Cervenka, 2005). Younger generations prefer searching the net to reading print newspapers. Television is also losing points steadily. At the same time, the Internet and especially social networks are becoming more and more popular. Popularity of the Internet is due to its accessibility and multi-functionalism (O’Reilly, 2005). Internet users are attracted by the variety of options offered.
Market research should also be diversified. Finally, best practices should be adopted in the evaluation of current internet standards and web development.
Flew, T. (2008). Introduction to new media. In T. Flew (Ed.), New media: An introduction (pp. 1-20). South Melbourne: Oxford University Press.
French, K. (2011). Emerging convergence. The Hub. Web.
Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York: New York University Press.
Keen, A. (2010). Why we must resist the temptation of web 2.0. In B. Szoka & A. Marcus (Eds.), The next digital decade: Essays on the future of the internet (pp. 51-56). Washington: Techfreedom.
Logan, R. K. (2010). Understanding new media: Extending Marshall McLuhan. New York: Peter Lang.