The advancements in technology today have changed the media ecosystem like never before. The combination of digital convergence, personal computing and global networking systems seems to have ratcheted up the pace of development and is giving rise to radical shifts in the environment (Naughton, 2006).
An example of the way new media is changing the role of journalism and communication is the current rapid rise of user-generated content. Before the Internet, audiences were thought of as passive and not interested in creating content however now we are now through blogging, Youtube and etc. Information is no longer disseminated by the corporate media. Journalism has yet to dissapear, on the other hand it is embracing new media as audiences are changing their medium.
In 2008, Barack Obama used the Internet for his political campaign. Schifferes (2008) states that, "one of the unique features of the Obama campaign has been its ability to embrace social networking sites like Myspace and Facebook". He goes on to say that by doing so, Obama was able to reach a wider and younger audience which was once not politically driven.
Reference List:
- Naughton, J 2006, Blogging and the Emerging Media Ecosystem, viewed 13th of November 2009, <http://74.125.155.132/scholar?q=cache:x1ECP2qdwm8J:scholar.google.com/&hl=en&as_sdt=2000>.
- Schifferes, S 2008, Internet Key to Obama Victories, BBC News, viewed 13th of November 2009, <http://news.bbc.co.uk/2/hi/7412045.stm>.
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