Theoretical Perspective Of The New Media's Theory Of Mass Communication

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3.4 Theoretical perspective
New Media is defined as the new and emerging technologies including tablets, smart phones and any other mobile reading devices or tools that make it possible for accessing the Internet (Journalism Degree.com 2007). It also includes all these digital media that are present on these media devises, such as news apps, blogs and websites, social media postings and chats, feeds, online newspapers and magazines, videos and podcasts. The new media journalism also has the advantage to reach mass audience in a short time that present.
In understanding new media technologies on audience Jenkins’s convergence theory as well as theories of mass communication i.e. Uses and gratification theory and diffusion of innovation theory will be discussed. Siapera, (2012) deals with the developing nature of media and approaches to communication. Within this, the theory of convergence is explored.
3.1.1 Jenkins theory of convergence
Convergence has always been used to describe the shift of old media to new media technologies (Rennie, 2007). Media convergence concepts started in the 1970s and 1980s, and in this new era of the computer age, one can use multifunctional digital tools at one time (Fagerjod and Storsul, 2007).
Rossouw (2005) claims that the shift of print media to digital new media has disrupted and limited stories for print newspapers. The speed that social media and the internet offers, shows the evolving nature of news reporting as well as the threat that

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