The relationship between traditional mass media

New Media vs Traditional Media | Asia-Pacific Institute for Broadcasting Development (AIBD)

the relationship between traditional mass media

When related to advertising, traditional media encompasses that of reach mass consumers, I highly recommend finding a way to inject a type. The Relationship between Traditional Mass Media and “Social Media”: Reality Television as a Model for Social Network Site Behavior. traditional media, which have placed their relationship within a competition- In other words, as staples, mass communication receives a constant share of the.

However, at the same time, consumers still take a good chunk of time out of their day to use traditional media. Each of these are forms of traditional advertising that we use on a daily basis.

As consumers, we may also find that there are instances when we multitask each day. Finding the Equilibrium The million dollar question is this — how do we find this equilibrium between a world of traditional and new media? For starters, although traditional advertising is important for businesses to effectively reach mass consumers, I highly recommend finding a way to inject a type of new media into all media campaigns.

Traditional media tends to be a bit more expensive than new media, but it also has the ability to reach a broad target audience. If the ultimate goal of the business is to reach a broad range of people, this is definitely the way to go. If you want to target a more narrow audience, then new media may be the way to go.

the relationship between traditional mass media

New media is changing the overall media landscape. New media allows businesses to target ads more specifically to consumers based on their age, gender, marital status, etc.


It also allows businesses the ability to track what these consumers are doing and how they end up on your website. All of these reasons make new media imperative to any media campaign. There are ways that traditional media can be tracked, but sometimes we ask ourselves is the ad targeting the people we really should be targeting?

the relationship between traditional mass media

New media allows us to get this data and analyze our target audience. From there, we may have a better understanding of where traditional media dollars should be spent. All-in-all, the key to a successful media campaign is to have a well-balanced mix of media that ultimately targets your businesses audience. Overall, utilizing a mix of the two has proved beneficial for a variety of our clients over the past few years.

For some businesses traditional media may not be the right choice and new media is. For other businesses it very well may be the opposite. As a media guru, I encourage each business that I work with to see both sides of the spectrum and to know that there is always a way to reach the end consumer. They need not have to wait for any broadcasting schedule to be connected to get the information. Internet blogs, news portals and online news, Facebook, You Tube, podcast and webcast, and even the short messaging system SMSare all new media.

The modern revolution enables everybody to become a journalist at little cost and with global reach. Nothing like this has ever been possible before. The impact of new media was noticed by the Malaysian government which lost its two thirds majority in Parliament during the general elections. The government then depended on the mainstream media which it controlled to give information to the electorate while the opposition used new media which was faster, cheaper and reached a bigger audience.

Ironically it was the government which spent billions of ringgit to foster the growth of new technology. What we are witnessing today is the emergence of a global culture in which information and access to information will be the factor that determines which way power and prosperity will go. It is a global system that transcends national borders and institutions and allows people to gain knowledge at the press of a few buttons on their computers of course.

Such a situation gives rise to a poser. The trials and tribulations created by new media have impacted on society and nation.

the relationship between traditional mass media

In Malaysia, where the population is multi-ethnic and multi-religious, the challenges posed by new media seem to be getting more critical. A set of codes of ethics is essential to maintaining standards for media professionals and organizations.

Everyone in the organization should uphold the standard with a sense of responsibility, equality and accountability. Information ethics is not just a matter of written values for the broadcasters, it must be practiced in their day to day operation. In Malaysia, there is no screening for new media which is based on the internet. People are free to access whatever information they want, apart from airing their views online via blogs and portals, which is covered by the Communications and Multimedia Act Among provisions of the Act are Sections and that bar all forms of obscene comments, views and suggestions as well as threats which harm, dishonor or bring disrepute to others.

Content and credibility are important for the bloggers, who have created large followings because people find them believable. With blogging, everything is on the record. Bloggers do not sit in dark basements.

Many have ties to the press, or they may be journalists in their own right; some may even be politicians. Bloggers are influential, whether we like it or not, and they wield power and influence.

The emergence of this new media is closely linked to the younger generation. A recent study revealed that a young group spent 16 hours a week to surf the internet, sometimes unnoticed by their parents. Another survey showed that only 23 percent of readers believed in comments in blogs. It would be wise for the younger generation to be selective with what is being offered on the internet.

The relationship should be based on mutual respect, equality, trust and a win-win approach. Messages need to be consistent and cohesive. Working online also requires keen communication skills.

5 major differences between traditional media and social media

Content on ministerial websites should strive to meet the needs of the people. For a multi-lingual society, the language selector should be prominently displayed. Top news should be front and center, and any emergency information e. H1N1, food safety issues, etc should be prominent with simple steps for citizens to follow. Online radio and television, grabbing the ears and eyes of netizens, have the potential to become viable alternatives to on-air broadcasting.

The reach of broadcasting stations is limited by signal range, whereas online broadcasting is available wherever internet coverage is available. There are no boundaries.

the relationship between traditional mass media

Traditional broadcast media has been free. Then pay television came along to alter the model by introducing narrowcasting to paying customers. The internet has taken narrowcasting a step further by targeting small groups and individuals.

Traditional vs. New Media: The Balancing Effect

Television networks are now keen to establish websites to help offset audience loss. Online media are having a difficult time differentiating themselves from their competitors. Given this, media sites are turning to brand awareness to motivate audiences to select one site over another.

Yahoo and Google are working together with established news agencies to provide news and information to their users. Branding with reputable agencies helps promote an image of credibility and trust. On the downside, local content for the local audience is often consigned to take a back seat. Seeking the counsel of constituents to monitor news on key issues, asking for and responding to feedbacks on websites and conducting polls for action all make for better communication.