Mainstream media like newspapers is deteriorating in its popularity ever since the emergence of new media publishing types like YouTube, Facebook, Twitter, CNN.news, LinkedIn. Nielsen (2009) states total views of the top newspaper sites increase approximately 27% yearly and claims 20% increase of visits in career development sites. New Media is becoming a very powerful tool.
Uses
1. Enhances communication-expression of opinion, sharing of thought. Plunkett (2006) declares a 500% increase of users in YouTube within the first half of 2006.
2. Information Transmission- (CNN.com) and blogs.
3. Product & Brand Awareness
4. 3R's -Reputation, Revenue, Research - Pollard (2010)
Importance
Saighal (cited in Singh 2011) expresses the importance of media digital as a mainstream communication between businesses and customers, and is vital for innovative marketing in today's scenario.
According to Walsh (2006), Affordances are what is made possible by the modes used, in order to maximize engagement and create particular effects. For example, New Media provides the ability to “show” instead of just “telling”.
Altered Communication
New Media has altered communication in a new media ecosystem can be illustrated through the President of the United States Barack Obama’s excellent use of new media.
Obama uses Twitter, Facebook, and YouTube to communicate with the citizens of America and others worldwide, giving an insight to his personal views regarding current issues and also recordings of his conferences. Besides that, he uses LinkedIn for corporate associates and blogs for readers worldwide.
Communication is no longer one way like how mainstream media was. Feedbacks from citizen’s and voices of opinion are replied to Obama through the same media. More authentic and genuine conversation occurred, serving as an insight to the citizens’ mind.
Examples of New Media used by Barack Obama.
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Source: http://www.whitehouse.gov/blog |
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Example of New Media-News
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Source: http://edition.cnn.com/ |
Reference List
Nielsen Online 2009,Web Traffic To Top 10 Online Newspapers Grows 16 Percent Year-Over-Year In December, Press Release, The Nielsen Company, viewed 24 August 2011, <http://nielsen.com/us/en/insights/press-room/2009/web_traffic_to_top.html>
Nielsen Online 2009, Web Traffic To Career Development Sites Increases 20 Percent Year Over Year in January, Press Release, The Nielsen Company, viewed 24 August 2011,
<http://nielsen.com/us/en/insights/press-room/2009/web_traffic_to_career.html>
Plunkett, J 2006, The Rise and Rise of YouTube, Media Guardian, viewed 24 August 2011,
<http://www.guardian.co.uk/business/2006/sep/14/media.newmedia>
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