Emerging Trends in New Media: Social Media and Networking

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EMERGING TRENDS IN NEW MEDIA

The term ‘media’ is defined by the dictionary as the storage and transmission tools used for delivering data or information. However, nowadays media is often used as a synonym to mass media and news media.

Media, along with everything else in this world, has evolved a lot, and when the Internet was introduced, media fitted perfectly in it, giving birth to the online media. It quickly became an alternative to the media sources present - television, radio and newspapers. What gave online media such popularity was the abundant sources the internet offered - you could read the same news from several places, giving you different points of view. The internet also offered the perfect public tribune for everyone to share their opinion on the current news. Today, online media is one of the top news sources, bringing the news to a huge audience.

Internet as a New Information Source: Determining Uses & Gratification Perspective

In this new media environment, in which access to the internet is becoming as convenient, or maybe more, as television, it is critical to know why and how people use internet. Furthermore, as people become more active with just a few clicks, it is important to figure out how they utilize a variety of interactive options while using the internet. The internet has the potential of displacing traditional media on the gratification-opportunities dimensions. It is for the traditional media, especially, print media, to grab the opportunity offered by the internet medium to regain some of the advantages lost out to newer media like radio and television. What is encouraging is that the traditional media are fast catching up with the new one, promoting convergence of technologies.

Modern society is information-oriented and is moving from traditional mass exposure media, toward the more interactive collection of communication media and commercial interfaces represented by the modern internet. The internet is considered to be the communities of people who use and develop the networks, as well as a collection of resources that can be shared at anytime from anywhere.

Internet & Interactivity

Among many important features provided by the internet, such as interactivity, irrelevance of distance and time, low setup costs, targeting, global coverage, and ease of entry, interactivity has been considered one of the main advantages of the internet as a unique medium in comparison with other traditional media. Interactivity on the internet allows consumers to actively participate in the persuasion process by controlling the messages, amount of information, and order of presentation at any time, according to their needs and preferences. In addition, the commercial value of interactivity has been considerably increased since the advent of the internet.

Interactivity has been defined using various underlying dimensions, but two dimensions appear most frequently in the extant literature: human-message interaction and human-human interaction. These two dimensions hold promise for the examination of interactivity on the internet because they serve as umbrellas for different definitions and dimensions of previous interactivity studies.

Consumers who have high information, convenience and/or social interaction motivations for using the internet tend to stay at a website longer to satisfy their corresponding motivations; consumers who have high information motivations are more likely to engage in human-message interaction on a website; ted to a lowering human-human interaction on a website; consumers who engage more in human-message and human-human interactions evaluate the website more positively, which leads to positive attitude toward the brand and purchase intention.

New Media in India: Emerging Trends

India was a latecomer to internet. The reasons are low per capita penetration and lack of infrastructure coupled with high internet costs. This scenario changed...
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