Survival of Old media
Question: Is new media going to expel and completely replace the old media, and how
can old media survive in a new world?
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Background
Mass media has become an integral part of our lives and we cannot be separated from it. Particularly for the modern, the need for information has become more important than ever. Our values and way of life in the society in this information era are strongly influenced by mass media such as newspaper, radio, television, and the Internet. Today, there are already numerous types of mass media, and they can be divided into three main categories: old media, new media, and the interactive media. In old media, also known as the non-digital media, information are delivered by the forms of newspaper and magazines; radio and television. There are only a limited number of players in the market because the market entry cost is high. While in new media and interactive media, the parameters of information and entertainment are by far wider because of the use of Internet. The number of players is unlimited. Entry cost is no more than a computer, a modem and an Internet connection.
Since the beginning of 1990s, the usage of internet has expanded tremendously, and the Internet enhanced person to person communication further by making it accessible to users worldwide. As the emergence of the Internet began to grow enormously as the central of information medium, it certainly has increased the new media usage and made our lives easier and more convenient. According to the Internet world stats website, North America will remain on top in terms of the number of people with online access. Thus, it is clear that the Internet has become a powerful type of mass media and has played a key role in the public sphere.
Hypothetical viewpoint
Over the years there are concerns about the demise of old media. Is there a chance that new media will replace old media in any given environment? There is a study made by Nie in 2002, stating that as the Internet becomes in used so frequently, we start to lose connection with the outside world. We tend to spend less quality time with family and friends, and definitely there is a negative correlation between the amount we spent alone and social interactions. The isolation from communicating with others has advanced due to immoderate usage of Internet. More people are choosing the Internet over watching television and reading the newspaper; these actions are hinting that displacement of old media usage may be feasible. No wonder there are many different standpoints made by scholars and communication analysts on the relationship between the old and new media. Primarily, scholars presupposed that old media will soon be diminished and will be replaced by new and interactive media.
Case Study
A study was conducted by John Robinson in 1998, he surveyed University students about their average time on Internet usage and their average time spent on other media. The study reveals that the Internet users do not particularly favour the Internet as a source of information. The investigation merely has evidence of students reducing their average time of watching television or reading newspaper, but nowhere in the case has it stated their abandon on using other media as information sources. Respondents agreed the Internet acts as an entertainment provider but not the foundation of information. Despite the power of the Internet, respondents still preferred old media as the information source for its quality and capacity. Robinson concluded that while the general population use the Internet as new source periodically, they are unlikely to diminish the use of old media.
We know that people use different media to satisfy their needs. Each medium functions dissimilarly and has its own advantages and disadvantages, yet they still serve to bring information needs to the public. However, no medium can be replaced completely as there is no absolute alternative to one another due to the distinctive content profile each medium provides. For instance, newspaper is more information- oriented and television falls to be more entertainment intensive. From the user’s standpoint, it is not possible to abandon old media and to adopt new media. From a theoretical perspective, it is not the case that old media will be driven out of existence because different media have their own unique characteristics to serve different type of audiences and to fulfill their individualized needs.
Conclusion
Each development should add to the others. People thought television would abolish radio and the web would take over from newspapers, yet these media can co- exist peacefully. History has demonstrated that the old media are more resilient than is usually appreciated. They often reinvent themselves, and find a new niche in the competitive environment. Media convergence will perhaps unify the way in which information is delivered and received. However, the format and genre of the old media will remain for a long time to come. The traditional media will be enhanced by digital functions, and become more like computers.
We are fortunate to have a much richer choice of ways nowadays in which we can get information and entertainment. The web surely adds new potential and if the medium is clever, and someone gets it right, it will work.
Works Cited
Pingree, Geoffrey and Lisa Gitelman. “Introduction: What’s New About New Media?”
< http://www.mitpress.mit.edu/books/chapters/0262072459intro1.pdf>
“Internet World Stats.” Miniwatts Marketing Group.
< http://www.Internetworldstats.com/america.htm> (2001-2008).
Robinson, John. “Mass Media use and Social Life Among Internet Users.” University of
Maryland.
< http://www.webuse.umd.edu/handouts/publications/SSCR2000.PDF>
Nie, Norman. Internet use, interpersonal relations and sociability: a time diary study.
The Internet in everyday life. Retrieved July 25, 2007.
