Can you identify the difference between new mass media and traditional media? The traditional multimedia consists of prints and broadcasts such as newspapers, periodicals, radio broadcasting books and CDs etc. Alternatively, social marketing, which expands with technology, includes the use of Twitter, internet sites as well as websites -using internet as a platform. Not only has advanced technology facilitated internet utilization, it has additionally promoted new advertising to the amount that bulk now believe new mass media will one day succeed traditional media. New media has the foundations of traditional mass media in offering the same goal, similar types of procedures in gathering information and posting the same audiences; however, it could succeed traditional advertising because of the differences in the freedom of speech, in conjunction with public networking services entitled to users and the hastened acceleration broadcasting.
The reason for new media is very much indeed built on the traditional advertising. Both new media and traditional advertising have the same purpose - to keep you prepared. It does not matter if you read a newspapers or magazine, or even webzines, also known as e-newsletters. Both press platforms provide to provide media and articles to see you of the happenings surrounding the world. Books you find in libraries and social network like Wikipedia offer you bits of facts for your present knowledge, providing basic knowledge on certain subject areas. We could also alerted about fashion developments through both multimedia platforms. The television programme, Entertainment Route, is no not the same as the fashion website, Chictopia, in providing insights to the latest fashion styles. (The People's Fashion Destination - Chictopia, 2010) Besides global information, the information both new advertising and traditional advertising provides reaches advertisements as well. Both mass media systems provide advertorial information for viewers of prints, broadcasts and the web community. When you flip via a consumer magazine, you will notice adverts on jewellery, cosmetics and even clothes on different pages. In the same way, banners and pop-ups on various websites you visit are ways of adverts on the internet.
Even though advertising account for 70% of the revenue produced by magazines, there's been a dropped in the printing of papers due to lack of adverts. (G. E. Belch & M. A. Belch, 2004, p. 392) The simple truth is technology has made internet a much better alternative for advertising. Thus, companies tend to use internet websites over print or broadcast advertising to achieve branding. Predicated on website Clickz, each one of us gets an estimate of 5000 commercial information daily. (Massey, 2010) However, it is impossible to see 1000 advertisements from the amount of newspapers or mags that people read, including advertisements on tvs and radios. Therefore, new media might go over old media by using technology, as can be seen from the simple advertising.
Another similarity in traditional press that reaches new press is the monotonous method of gathering information, drafting and proofreading. In order for the newspaper viewers and e-newsletter audiences to obtain only the right news, newspaper companies employ reporters, journalists and editors to be able to print out a factual article without problems. (U. S. Bureau of Labour Reports, 2010) Similarly, to uphold reputation as well concerning ensure that the electronic digital resources tally with the printed media, a piece of article must go through the same procedure in order to be published. (Simmons, 2009) The intense practice of gathering information is also used in broadcast media to create play serials and videos of new media. Television programs and videos uploaded online require many takes and much editing for the final product. (Duncan, 2010) Tv series as well as short clips online from BBC News, National Geographic etc, have to go through a long procedure for inspection before it is preparing to be broadcasted on air or published on their websites. Within an interview on George Negus Tonight, it was approximated that a television set advertisement may take up to 90 days, requiring 100 people. The process includes generation of principles, pitching the theory, developing a script and writing a storyboard before filming may take place. (George Negus Tonight, 2003)
Despite the problematic steps, technology has smoothened these procedures, making new multimedia superior to old media. An example would be Google Docs which allows users to talk about their work online and make revisions as well as others at the same time. This helps you to save time as a report can be completed faster. However, this involves internet as a program and tends to promote new multimedia, emphasizing its functions over old marketing.
Both media system serve the same market be it online, in print or broadcast. As mentioned, each form of advertising has an target which is to disseminate a specific message and keep the masses prepared. However, for those whom purposes resemble one another, they may have same target audience to focus on and thus, garnering the same audience. Readers of magazines such as Style or Vogue are likely to be the passionate viewers of fashion sites like Lookbook. Similarly, readers of discussion boards and the home portion of local newspapers are most likely to be blog-hoppers. Furthermore, ardent supporters of the broadcast marketing such as television and radio are likely to be followers of new multimedia such as Youtube. When you are seeing music videos on MTV, you are most likely a subscription to Youtube or Hulu channels like Vevo that takes on music videos online for fans. Both new marketing and traditional marketing offering the same goal would therefore employ the same target audience.
In addition, technology has made replaying, fast-forwarding and rewinding of videos much easier. Imagine trying to rewind the music video recording that you are currently observing on MTV, you'll probably have to acquire the pay-per-view offer, also called On-Demand. The next best alternative is always to watch the training video on Youtube and have it replayed over and over again, or just that particular segment that you like. The simple video watching can be seen from the two 2 billion views daily based on Youtube information. (Website Monitoring, 2010) Such versatility in technology generates more audience towards new press even if both advertising websites were providing the same training video, song or news article.
Although new marketing shares similarities with traditional mass media, new media is apparently an "improved" version of old media. From the many differences, an obvious the first is the magnitude in flexibility of speech exercised in new media versus traditional multimedia. Before the print out marketing is disseminated to the public, the editors could have vetted and censored, pursuing strict regulations that applies. In Singapore's radio broadcasting network, deejay duo also called "The Muttons" were suspended because of their involvement in No Bra Day. It was an activity that required young woman models to remove their bras in the shortest possible time. The video taken in the studio room was submitted on YouTube and the station was fined scheduled to improper content. (98. 7FM Encyclopaedia Topics, 2008) On the contrary, it is almost impossible to censor all articles or adverts on the website; only users in cultural advertising can be forbidden. Youtube reports thousands of videos are being submitted every day. (Youtube, 2010) With videos being submitted at such an alarming rate, it stresses the difficulty in censoring items.
Undeniably, technology has upgraded almost every facet of marketing development. Its inability to make censorship across the table available, however, allows netizens to speak up. Yet, this evident freedom of speech which is merely made available through internet appears to promote opposition of varied politics stances and an eye-opener to liberal views. Especially with people more suitable of liberal mindsets, freedom of talk is censored in old mass media will bring about technology will garnering more supporters of new multimedia.
Although both press platforms serve to keep you up to date of news, sociable media comes with an added feature which allows users to networking. With traditional press, there is no room for networking. You would have noticed advertisers departing their contact quantity. However, you'll only contact those to only indulge or enquiry about a deal. Rarely would you see an advertisement which goal is to consider a friend or a partner. More importantly, you would not distribute your address for snail mails or provide your contact number for interested customers of the public to call you. There is absolutely no chance to discuss or socialised since everything is publicised. On the other hand, based on sources gather by the website Pingdom, there are 350 million people on Facebook by January 2010. (Pingdom, 2010) Facebook, just like Friendster has not only made sociable networking easier as users can add friends whom promote common pursuits but has also improved the search for long lost friends. Furthermore, there's a privacy setting which you are able to adjust, allowing you to provide information to only people whom you want to. This enables you to create a connection with a stranger before committing in a companionship. New media also offers interactive activities such as game areas or internet chat relays. Through these game communities, players can gather teammates for online video gaming and establish stronger associations with strangers. Whereas chatting by themselves helps introverts socialize and never have to meet people in real life. (What's New Advertising?, 2010)
Although these efforts by technology are seemingly beneficial, sociable networking through new multimedia has increased criminal offense rates, often acted against minors. Paedophiles are known to use online networks to prey on victims. They could do so as they can remain anonymous or adopt false personalities that would not be validated. (William-Thomas, 2009) Perhaps, interpersonal networking is the only bane of new marketing which most internet surfers embrace as reason for new media to achieve success traditional advertising.
Lastly, another improvement can be seen from the extremely shortened publication time for new multimedia. Publication time differs from the aforementioned methods of gathering and identifies the time it takes for the end product to attain out to the public. As mentioned, it takes reporters, journalists and editors to build articles on the publication, making the procedure of getting a written article published very long. Even when the information is ready for dissemination, the publication is not printed and therefore cannot be distributed. Furthermore once erred, it takes half or every day to correct the problem and send an apology letter for the miscalculation or post articles the next day. If a blunder is made on a magazine article, the journalist has to prepare an apology notice or a fresh article for the paper tomorrow, informing readers of the errata. On the other hand, with new advertising, it takes merely the writer a click of the button to get any information disseminated surrounding the world on the World Wide Web. Although there are specific rules to follow if a reputable site makes one, it does not require more than a day to obtain its admittance edited on the website. When one is made, the writer can simply press "edit" and "post" again. Or in Twitter, you can simply erase your Tweet, another name for your accessibility, and post again. The convenience can be experienced when you upload a video on Youtube. After all the tedious filming and editing and enhancing, all you need to do is to click on your computer display screen is the word "upload". In the same way for online reports articles, a simple click is all it requires to own it published on a website.
Moreover, the internet has become more mobile with technology and folks round the world are choosing to read information online instead. If you do recall the 2007 Burmese anti-government problems, had it not been for the internet, history would have repeated and we would have been misinformed of the full total death toll, like the uprising in 1988. (Sai, 2008) The usage of the internet through blogging of pictures used Burma allowed traditional media far away to pay the attacks. Likewise in today's context, information is easily available to us with the shortened publication amount of time in new media compared to old media, all because of technology.
The new advertising and traditional mass media are similar in their purposes, methods and market. However, they fluctuate in publication time, availability to networking and censorship. Both provide to keep their viewers informed and involve tedious methods before getting the finish product. Also, provide the same market be it electronic or printing. However, with the drastic increase in internet users, social media has minimal censorship as it is unachievable with the great level of websites, unlike traditional advertising. Furthermore, new advertising tends disseminate communications faster than traditional mass media due to the short time needed in posting. Lastly, it provides opportunities for users to socialise and networking.
New media has its foundations built on traditional advertising and definitely has increased services and suits the generations given birth to in the era of technology. They key success, if new advertising is to ever succeed traditional multimedia, is advanced technology in internet. Although social networking through new mass media has increased offense rates, it is one of the shortcomings that can be eradicated. With technology, new multimedia has definitely exceeded the capabilities of traditional press as an advertising choice and smoothened the process of gathering concrete information for information articles. Efficiency in obtaining information and versatility has also urged traditional media supporters to convert to new media. With technology backing new media, is it possible traditional media will one day cease to exist?
