*On this section we will be classifying both the first and second revolution under the traditional revolution and the third as the modern revolution just to keep it straight forward.
While Traditional media is a one way conversation with its audience in a closed system, modern media allows a two way conversation with an open system. Information passed on from modern media are usually transparent and authentic, whereas traditional media tends to be more polished as censorship comes into play, making the contents more opaque to the audience. The communication between audience is unstructured as anyone could share or deliver the information though the network but traditionally it was controlled due to various factors like the geographical factors and cultural influences.
Professional journalist and writers were the only ones who could generate the contents back then while today everyone is a journalist and could generate their own contents based of their sources which can be done in real time while old media has to pre produce their contents a day before distribution. Traditional media has always been mass market to it’s audience despite the factors and generation gaps while new media has been able to tackle that problem with one on one marketing. The language used to approach today’s audience through modern media is rather informal compared to traditional ways where it is all mostly formal.
The platforms to distribute contents and information on modern media are free and the community decides what should be the top news unlike traditional ways where the economics of the country and high ranking individuals make those decision as they are paying for the platform to distribute the contents.
Moving from traditional to modern: The audience
As we are stepping in to the modern age, traditional methods are getting more obsolete as the people adapt to the technology they created where they can see the opportunities and benefits they can receive from this modern approach. Geographical area, cultural and political boundaries plays an important role in this move of modernization as it can be seen in more developed countries. Also as mention previously on my other post, the ever growing demand of the commercial, business, scientific and military sector continues to persuade the use of modern approaches to help be on par with other developing countries. A network society is formed compromising of individuals, family, the community, societies, organisations and the world. Thou some still prefer traditional ways as for reasons that is debatable and has some valid points which modern media could use.
In the advertising industry
While most traditional media are designed and targeted for mass distribution and consumption, modern media on the other hand involves a one on one marketing strategy. Meaning messages or information passed through modern media has to appear tailored to the individual. While you may have a broad target market, each network community may vary from one another. Example would be the 4 chan community against the tumblr community which has very different ways and ideology of receiving and distribution of contents.
Traditional media provides value through subsidizing content through free TV and radio programs, lower-cost magazines, and other opportunities for it’s audience. In exchange for this content or other value, they allow advertisers to interrupt our day to tell us about their products. Unlike modern media where everything are already free and no subsidizing required.
News today is increasingly a shared, social experience. As stated by a staff of the Pew Research Center: Journalism and Media ” Half of Americans say they rely on the people around them to find out at least some of the news they need to know” Online news users get news at least a few times a week through emails, automatic updates or posts from social networking sites.
Technology makes it easy for the actions of citizens to influence a story’s total impact even thou most original reports are still delivered by traditional journalists. Such example would be the report of the earthquake that took place in Japan which was topped by the news of the attacks that took place in France, both happening on the same time. Bloggers or online journalist tend to tackle stories that elicited emotion, concerned individual or group rights or triggered ideological passion(Pew Research Center: Journalism and Media ,2010). Often these were stories that people could edit and then share in the social forum. And unlike in some other types of media, the bias here does not lean strongly to one side or the other.
Distribution of information
The difference between these forms of traditional media and new media largely has to do with the distribution.
Traditional media requires a relatively complex form of distribution. An example would be the distribution process for a traditional newspaper. First coming out from the printing press then to the delivery trucks which then delivers it to the local distributors and from there the people gets their news. The process is rather length and lots could happen in between the process and this is all for a product where the information that remains the same and cannot be edited after being produced. Another example would be the radio where the transmission towers are sending out information at one particular time with the possibility that many people or no one is listening to it at all.
New media has changes the distribution process where information are broken up into bits and bytes and distributed through the various network connected receiving mediums. As This has also helped reduce the cost of communication significantly while making sharing and storing of information easier all thanks to the introduction of computers being available to everyone(Pridmore,2013). As Pridmore (2013) states “Computers have of course played an essential role in this.”(p.2).
New media and traditional media serve same functions and still targeting the people as it’s audience by keeping us informed about the latest happenings which needs the same tedious work of editing and censor shipping before distribution. However there is still variations in both media such as the availability, network, publication time and more. Also with the drastic increase of internet users today, censorship of contents are somewhat rare as there are many websites to filter through unlike traditional media where there is a manageable amount to handle. Information being passed around online tend to be disseminated at a faster rate than traditional media because of its short duration requirement to put it up. Finally, modern media has provided the opportunity for users to socialise and form a network community unlike traditional media where there is no room for all of those as everything is publicised.
Inna, 2011. PR Tips: What are the differences between traditional and new media. [ONLINE] Available at:http://prtips2011.blogspot.my/2011/03/traditional-vs-new-media.html. [Accessed 18 January 2016].
Benjamin Henson, 2013.Old Media vs. New Media. [ONLINE] Available at:http://www.slideshare.net/eijikun/self-study-sky-ben-2013. [Accessed 18 January 2016].
Jason Pridmore, 2013. New media and social media – what’s the difference v 2.0 | Jason Pridmore – Academia.edu. [ONLINE] Available at: http://www.academia.edu/1122278/New_media_and_social_media_-_whats_the_difference_v_2.0. [Accessed 18 January 2016].