- From conventional journalism.
Broadcast TV is a truly 'push' medium as all the creative energy was assumed to be located at the hands of the producers, they have all rights to decide what content should to be published, create it and then push it down analogue or digital channels; and audiences which are assumed to consist of essentially passive recipients. (Naughton, 2006)
- To new forms of media.
In the digital age, internet has become familiar with all of us when it is covering increasingly from homes to offices. That is the reason why nowdays most of our sources of information are stored in the cyberspace which make them very easy to be accessed. According to Naughton (ibid.), unless you choose to use the information, nothing is able to force you to see what you do not want. In this case, the audiences are in charge of controlling the content, and it is a very important feature of the web – a pull medium. Opposite to the old media which is impacted too much by censorship, people involving in new media is freely to introduce and discuss whatever they are interested in. Furthermore, thanks to some sharing tools such as Photobucket and Youtube, users of these websites can uploaded photos and videos easily.
For example, when the facts which are considered as riskes to the goverment's reputation, they will obviously not be broadcasted or printed out; however, in the forum, in the dicussion board of a website, the problem could be "dissected" as deep as their members want untill they feel satisfied. That leads to the difficulty of keeping secrets for companies in the online world. If their service is sub-standard, then the propotion of being disseminated for the news will be very high on a blog or a posting to a newsgroup or email list. Therefore, in this situation, conventional PR news management techniques are ineffective. (Naughton, ibid.).
In conclusion, the internet and its application in new media publishing could be recognized as a cornerstone of democracy because of their significant influences towards our society.
References list:
- Gideon Burton, 2009, Old media is a monologue, viewed 25 April 2011, http://www.flickr.com/photos/wakingtiger/3157621862/in/gallery-44291075@N02-72157622724867492/.
- iQoncept, 2010, New Media vs. Old Media - The Battle is Won, viewed 25 April 2011, http://www.fotolia.com/id/17833675.
- Naughton, John 2006, 'Blogging and the emerging media ecosystem', http://reuteursinstitute.politics.ox.ac.uk/about/discussion/blogging.html
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