Advantages And Disadvantages Of New Media

1930 Words8 Pages
Introduction Public Relations (PR) professionals today are confronted with an astounding array of new communications channels. Internet-based social media tools like blogs, podcasts, email, websites, and online video and social networks are giving voice to the opinions of millions of consumers. While mainstream media continues to play a vital role in the dissemination of information, even these traditional channels are increasingly being influenced by online conversations, the new media technologies. The “new influencers” are beginning to tear at the fabric of public relations as it has existed for years, giving rise to a new style that is characterized by conversation and community. The PR practitioners are responding to these forces with excitement, fear and fascination. They are alarmed at the prospect of ceding control of their messages to a community of unknowns. At the same time, PR professionals are excited about the prospect of leveraging these tools to speak directly to their constituents without the involvement of media intermediaries. Having said that, this essay aims at highlighting the challenges and opportunities of new media…show more content…
According to Scott (2007:16), they have been growing out of ‘old media’ for some time. The author states that what distinguishes new media from traditional media is the former’s horizontal orientation as compared to the top-down approach associated with the old media channels such as radio, television and print media. In this case, the audience has some autonomy and control in deciding what to consume and when to consume them, and are also in a position to generate and pass on their own messages and feedback. This way, the gate keeping process has become liberalized, freed from centralization and bureaucratization thereby offering greater immediacy in feedback as well as provide interactivity in the communication
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