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How Should New Media and Traditional Media Exist and What Are the Differences Between New Media and Traditional Media?

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Traditional media refers to advertising channels that have been used for decades. These are the tried-and-true methods that businesses have relied on for years. 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.

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Similarly in today’s context, information is readily available to us with the shortened publication time in new media compared to old media, all thanks to technology. The new media and traditional media are similar in their purposes, procedures and target audience. However, they differ in publication time, availability to networking and censorship

Both serve to keep their viewers informed and involve tedious procedures before getting the end product. Also, serve the same target audience be it electronic or print. However, with the drastic increase in internet users, social media has minimal censorship as it is unachievable with the vast volume of websites, unlike traditional media. Furthermore, new media tends disseminate messages faster than traditional media due to the short time needed in posting. Lastly, it provides opportunities for users to socialise and network. 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?

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Moreover, people affect media’s agendas, so-to-speak. Jenkins (2006) mentions the story of a teenager who unintentionally caused the start of anti-American demonstrations and almost caused legal actions against himself. Internet users also feel their own relevance with the help of blogging. Keen (2010) emphasizes negative effects of such empowerment. The researcher argues that blogging along with various applications available online makes people distracted from some really important things. 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.

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To summarize, old is gold. But that does not mean that new changes should be overlooked or even cast aside. It will be beneficial for RTM to tap ways to respond to the global financial crisis and changes in demand, so as to enhance its role in society. It needs to expand broadcast coverage, improve its services to the public, increase output in new media, reduce reliance on advertisement, and provide funding with favorable policies to small and medium sized program producers. The potential for increasing reach to users worldwide must be explored and exploited

At the same time, support must be given to local content producers. Market research should also be diversified. Finally, best practices should be adopted in the evaluation of current internet standards and web development.

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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.

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