to
inform, express, and control (watchdog function). New media can replace
traditional media institutions when they contribute to the national welfare
through these chief functions. The research is based on two hypotheses:
·
Media audience
values the medium according to the credibility of the media platform.
·
Traditional
media will be transformed but not substituted by new media.
·
Traditional media is all of the forms of mass
media. That have been around since before digital technology became popular.
Traditional media includes television, radio, print such as newspapers or. Magazines,
mail, and outdoor messages.
Non-traditional News Sources: sometimes
referred to as "new" media, and oftentimes categorized as
"electronic"; non-traditional news sources include social media
(websites and applications used for social networking), as well as news sources
that can be accessed on the Internet.
Traditional
media refer to the time-honored, conventional means of mass communication, such
as street theater and puppetry as practiced by various global communities and
cultures, or embodied in local custom or lore, generally involving the use of
storytelling and especially communication arts that make up to boost new
technology.
Media of today is playing an outstanding role
in creating and shaping of public opinion and strengthening of society. Media
is the sword arm of democracy. ... Indian media in post independence era has
grown up phenomenally and today comprises of more than 50,000 newspapers,
hundreds of television and radio channels.
NEW MEDIA
New
media are forms of media that are native to computers, computational and
relying on computers for re-distribution. Some examples of new media are:
·
telephones,
·
computers,
·
virtual worlds,
·
single media,
·
website games,
·
human-computer interface,
·
Computer animation and interactive
computer installations.
New media are often contrasted to
"old media",
- television,
- radio,
- print media,
- Although scholars in communication and media studies have criticized rigid distinctions based on oldness and novelty.
- New media does not include television programs (only analog broadcast),
- feature films, magazines, books, – unless they contain technologies that enable degenerative or interactive processes.
- combining Internet accessible digital text,images
- video with web-links,
· creative participation of
contributors, interactive feedback of users and formation of a participant
community of editors and donors for the benefit of non-community readers.
Facebook is another type of New Media, belonging to the category of social
media model, in which most users are also participants.
·
Another type of New Media is Twitter
which also belongs to the social media category, through which users interact
with one another and make announcements to which the public receive. Both
Facebook and Twitter have risen in usage in recent years and have become an
online resource for acquiring information new media.
TRADITIONAL
MEDIA ROLE FOR SOCIETY:
The
word ‘media’ is derived from the word medium, signifying mode or carrier. Media
is intended to reach and address a large target group or audience. The word was
first used in respect of books and newspapers i.e. print media and with the
advent of technology, media now encompasses television, movies, radio and
internet. In today’s world, media becomes as essential as our daily needs.
Media of today is playing an outstanding role in creating and shaping of public
opinion and strengthening of society.
Media
is the sword arm of democracy. Media acts as watchdog to protect public
interest against malpractice and create public awareness. Today when
politicians are taking full advantage of their positions, an evil nexus of
mafia and crime syndicate is making the life of the common man miserable,
taxpayer’s money is siphoned out for the personal gain of the influential and
ordinary people are a mere spectator-media has a greater responsibility As the
fourth pillar of democracy along with judiciary, executive and legislature,
media of today has an all embracing role to act against the injustice,
oppression, misdeeds and partiality of our society.
USE
OF INTERNET
From
the days abode, media has remained an integral part of human civilization. From
the days of Vedas and Upanishads to edicts of kings and emperors like
Chandragupta, Asoka to the medieval Indian mass gatherings to the modern day’s
audio video and print media, media has always taken a pivotal role in shaping
our society. During the days of freedom struggle newspapers like Tilak’s
Maratha, Mahatmaji’s young India acted as a platform to place the demands of
common Indian and to express solitude with freedom fighters. Indian media in
post independence era has grown up phenomenally and today comprises of more
than 50,000 newspapers, hundreds of television and radio channels.
In
this era of liberalization, privatization and globalization the world has
reached our drawing room thanks to media. Since the introduction of television
in our country in late 70’s visual media becomes a very potential tool in
informing the current news to the society, entertaining the people and shaping
up of public opinion. The World Wide Web and web 2.0 technologies have given
rise to electronic media where even a common man can express views through
blogs, website posts, Facebook and twitter like social media. Coupled with
traditional print media all these audio video and social media caters to a
richly diversified media industry in India.
Media
helps in fighting against corruption, nepotism, cronyism of institutional
machinery and carrying out relentless campaign against them. Way back in
independent India from the
·
Mundra case to the jeep scandal to the
hawala case to the kickbacks received in different defense deals- Indian media
performs commendably in exposing the corrupted highly placed statesman.
·
In recent scams from commonwealth to 2G,
exposed thanks to television and print media, media acted as a catalyst to
government action compelling government to swing into action including
suspending ministers and putting ministers into jail.
·
Who can forget the crusade taken by Indian
media in the Nirbhaya rape case and shaping the public opinion in one of the
most heinous crimes the world has ever witnessed. Without media, the news of
government schemes and benefits would have never reached the target audience.
THE MOST IMPORTANT TRADITIONAL MEDIA:
EXAMPLES:
Marketers have used traditional media such as
print, radio, TV, yellow pages and even outdoor ads to reach consumer markets
for the last 50 to 100 years. Traditional media can also play a role in the
marketing mix for many B2B companies.
It is a very less as compare to the urban area new media. It has been increasing
day by day and aware.
TRADITIONAL MEDIA
·
Television
·
Radio
·
Magazine
·
Newspaper
·
Outdoors
Comments
Post a Comment