Transition from Print Media to New Media

Topics: Mass media, Newspaper, Advertising Pages: 5 (1980 words) Published: February 27, 2013
History of Media Assignment Submitted by: Nina George, Aashik.V.Ajith New media has emerged from the print media. But its target audience is different from that of print media. Today, we have young readers getting attracted towards new media. This is because they feel that they really don’t need to waste their time reading when they could easily see or watch whatever they want to with audio and video, now a days the younger generation has gained a presence for it due to advances in technology and just reading a book for “fun” has started to become something of the past. The first news websites were launched by media houses around 1986. But, as you have already studied, these web editions were simply replicas of the respective print editions. The function of these websites was nothing more than generating awareness about the existence of these media houses. The actual transition in India happened after 1996 when several independent media houses tried to bring out a news website. But after 2000, most of the independent media organizations along with their websites closed down. That was the time when the phenomenon of convergence became popular. Convergence means the coming together of different forms of mass media. Ever since the first murmurs of electronic media, print media has always felt an undue threat, first from the radio and then from television. And now the Internet is seemingly up against the vast and widely spread print media. When the radio came in the early 1930s, everybody felt that newspapers would become obsolete. When television came in the 1950s, people and even experts felt that nobody would get the time for or feel the attraction of the written word. But everyone was wrong. Each media has managed to create its own time and space across cultures and around the world. However, the print media too, be it the newspapers or books, has been able to hold its own. Consider this – the circulation figures of major newspapers around the world have only increased over the years; publishers too come up with a deluge of books and new magazine titles pop up from nowhere every day. Alternatively, there are thousands of TV channels, even more radio stations, and the infinite Internet. In this deluge of information, where every media is fighting for attention, who wins? Nobody actually. Thanks to the distinct features, the ease of use and the reach of every media, they all have managed to create a specific target audience or readership for themselves. There is a little bit of appeal for everyone in every media. Information, knowledge, entertainment, fun, and serious business – all these things can be found in every media now. Now it is only left to the audience to choose what suits them. There lies the competition, which nobody has won yet. And nobody might ever win it completely ever. It’s true we are bombarded by images and sounds from various electronic media, which has shortened our attention spans. This quick deluge of information suits many of us who are hard pressed for time and because of this very few people get the time to read. Everyone wants content in a flash. The Internet has proved to be the most effective media here, where knowledge is literally at your fingertips. You type in what you want, and you get the results in milliseconds – in whatever form you want. There are now online editions of most standard newspapers. This is also the reason you have ebooks now. But how many people have access to the Internet? 10 percent of the population in India and just 8 percent over the world. Where do the rest of...
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