Traditional Media vs. New Media

Topics: Advertising, Mass media, Internet Pages: 7 (2600 words) Published: April 14, 2012
In the current age of technological advances, it seems that old media is facing competition from ever expanding new forms of media. Traditional media often referred to as old media, consists of broadcast/cable television, radio, newspapers, magazines and the majority of print publications. The earliest form of old media was a Newspaper that have been around for centuries, straining off as written newsletter, and ultimately progressing into an official true publication. “The first true newspaper in English was the London Gazette of 1666” (Anon 2010) this was only the beginning for what developed into an everyday habit of purchasing printed newspapers and articles. During this period of time, newspapers were the only form of medium that enabled people to gain information about their current environment, ranging from war to economic statuses. Since this was the only source of information, people were force to purchase this form of media in order to obtain information. In “1864 William James Carlton of J. Walter Thompson Company begins selling advertising space in newspapers” (Bellis 2010) This was the official birth of newspaper advertising, which in the modern day is a part of a multimillion pound industry. As years progressed and technology moved forward, the age of television began to show its presence, beginning with first broadcast where “in 1927 John Logie Baird transmitted a long-distance television signal over 438 miles of telephone line between London and Glasgow.” (Anon 2010) As from that moment onwards, television has developing into what today is one of the major bodies in the modern mass media society. Since television is one of the most popular sources of knowledge, entertainment and news, it makes it a very influential and attractive medium for advertisers. The market has grown massively in the past years, opening opportunities for television networks to gain revenue through sponsorship. In the current age almost all Television networks are funded by private advertising companies, which purchase blocks of broadcast time in order to promote their products. Various programs ranging from entertainment to weather forecasts are overflowing with product advertisements. Although television had been dominating the world for decades, the revolutionary potential of the Internet is posing as a threat to the idea of traditional media. Internet in as a form of a communication that is undeniably the best source for interaction and most importantly it has no limits when it comes to time and space. Exploring this further, it can be easily said that the Internet has offered people a chance of expressing themselves, communication and a blank canvas, which encourages individuals to explore and develop their own creativity. Whether it is vlogging or making music or videos, the Internet allows for individualism to flourish from which new trends have emerged. One of these increasingly popular trends is the new wave of social networking: Figures from a survey on digital media consumption showed that time spent on social media and blogging sites rose from 47% in September 2009 to 50% in March 2010 and time spent watching TV online went up from 19% to 24%. (Lardinois 2010) This clearly shows how online TV streaming has impacted on the today’s society, enabling users to access and play back programs to their own convenience. Websites such as Youtube appear to be the beginning of a new era of individual filmmaking. The ease of producing one’s own ideas and uploading it for millions of people to see for no cost at all is phenomenal. On top of this, Youtube has begun advertising on the more popular channels, which gain high viewer traffic that gives users to gain revenue for themselves. This not only benefits the individual, but it also can create profits and promotions for companies who advertise through this method. If a few thousand viewers see the same advert before watching the same video on Youtube, then that company has had an...
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