The Rise of New
Media And Advertising (student id 42662818)
Over the last
decade there has been a huge growth in media technologies. People have moved
from old media forms such as television, newspapers and radio to new media such
as the internet. According to Dwyer (2010) this shift is a result of digital
media convergence. Media owners in the twenty-first century look to use the new
media forms to reach a larger market. The rise in new technology has resulted
in a major decline in traditional media advertising as most industries have
moved to the internet as a more effective platform from which to sell their
product. Both Google and Facebook are prime examples of online advertising
platforms.
The term digital
media convergence refers to the coming together of technologies for media
consumption, production and distribution (Dwyer 2010). Jenkins (2006) believes
the old media are not being replaced rather their functions have been altered
with the introduction to new media forms .The main difference between media
industries compared to the post 2000 is the number of delivery methods and
media platforms. Prior to this era of new media, companies would specialize in
particular forms of content and media and a result audience needed different
skills to access these media forms. New media enable consumers to obtain multiple
services on a single platform or device, for example a mobile phone which can
perform the functions of a radio, television and a camera. Burton (2005) suggests that new media hasn’t
replaced old media but rather old media now has evolved and has grown to form
new media.
With the rise in
new media the internet has somewhat replaced print media (Lloyd A. Davidson
2005). This is primarily due to the ease in which an individual can gain access
to information over the internet. The internet has become a tool not only for
business purposes but for leisure. Unlike print media the internet reaches a
larger audience through a single portal at a free or relatively cheap price.
The clear benefits of digital media over print media is that of the fast pace
in which we attain the information we need and the ease in which we can share
information. With the introduction to e-books and e-journals print media has
lost its value. A Kindle or an E- reader is an example of the convergence
between old print media and new technologies. It enables individuals to open
books, journals, news articles and any form of text as if it were a book.
In the recent
years due to new media forms television viewing has declined. This is primarily
due to the convergence of digital media. Now live television can be watched on
mobile phones and computers. This enables individuals to watch what they want
when they want. As a result audience participation varies. With the
introduction to IPTV’s or Internet protocol televisions users are also able to
pause live. The IPTV is also more interactive enabling its user to access the
internet, shop online and play games. With
the rise of these technologies fewer businesses are willing to invest in
advertising on television; rather they prefer to advertise online.
Advertising has
changed dramatically as it has moved from old media forms to newer media. Due
to a larger audience the internet had become a popular platform to advertise. In the late 1900’s Yahoo! ( 2000) revealed
their profit of $18 million in the year of 1998. Similarly Google over the
years have proved themselves to be a top competitor with a sophisticated search
engine (Spurgeon, 2008). Google enables its clients to bid for spaces and
positions in their website by taking part in a web based auctions. (Spurgeon,
2008). Google began the process of auctioning for adverts in 2000 and by 2001
77 percent of Google’s income was obtained through advertising services. Google
now is the biggest search engine. In 2006 Google had bought over YouTube $1.65
billion. Youtube is a video sharing website that enables individuals to upload
and watch videos, listen to music and even share with other people. It brings
media forms such as music videos and television into a single platform which is
available to anyone with an internet connection. Youtube gets 94% of its
revenue from advertising itself (Mrinal Todi 2008). Before every video on
YouTube there is a 30 second advertisement.
Media has become
a major part of our daily lives. More and more online users express their
thoughts and desires on the web. Advertising industries look to engage with the
audience regardless of the venue allowing users to participate in advertising
(Sheehan ,2009). With the introduction to Web 2.0 and social networking, social
media sites have proved to be a new very popular. Facebook in the sixth year of
existence has taken over Google for the most visited site. It claims to have
500 million users whom half are online on any given day (Daniel Miller, 2010). With
its high user population businesses tend invest in advertisements on Facebook
pages. Facebook similarly to Google auction their spaces and positions.
Depending on your Facebook activity Facebook customizes the ads it presents to
you. Social networks are now available on mobile phones through apps.
In
the recent times there have been significant changes in the technological
industry. Technology has changed rapidly and with it so has society.
Individuals are now able to access music, videos, radio and internet on a
single device. New media has not replaced old forms of media rather old media
has evolved and changed with technological advancements. These changes have
come about due to several reasons such as ease of access, cost effectiveness
and safety. With the high use of new media such as smart phones and the
internet, advertising companies use new media as a platform for selling their
product to a larger audience. As technology changed so did the expectations of
society. Social Networks were prime targets for advertising companies to get a
large market.
References:-
-Dwyer.T
(2010), Media Convergence, McGraw Hill. Berkshire .pp1-23
-Sheehan, Kim and Morrison, Deborah (2009) Beyond
convergence: Confluence culture and the role of the advertising agency in a
changing world in First Monday vol 14 no 3
-Jenkins.H
(2006) Convergence Culture: Where Old and New Media Collide, NY University
Press.
-D.Miller
(2011) Tales of Facebook, Cambridge CB2 1UR Uk, Polity Press.
-Todi, Mrinal ‘Advertising on Social Networking
Websites’, Wharton Research Scholars Journal, accessed on 30th September 2012,
< http://repository.upenn.edu/cgi/viewcontent.cgi?article=1054&context=wharton_research_scholars
-Spurgeon, Christina, 2008, ‘From
the ‘Long Tail’ to ‘Madison and Vine’, Advertising and New Media, Routledge,
New York, International Journal of Toxicology Vol 1.
-Burton.G (2005) Media and
society 2nd Ed, NY Open University Press.
Davidson.A.L(2005)
The End of Print: Digitization and Its Consequence−−Revolutionary Changes in
Scholarly and Social Communication and in Scientific Research
Images-
Nemeroff’s Blog, Media
Convergence 2010 [online image] Available at: http://anemeroff.files.wordpress.com/2010/03/mc1.jpg
The Gadget Website 2011 [online image] Available at : http://www.t3.com.au/files/2011/09/Amazon-Kindle1.jpg
Digital
Buzz 2011 [online image] Available at : http://digitalbuzz.s3.amazonaws.com/wp-content/uploads/2011/01/Facebook-Statistics-Stats-Facts-2011-Small.jpg
Video-
EricssonTechnology IPTV:How Does
It work? 2008 [online video], Available at: http://www.youtube.com/watch?v=d-2XyBD1ego
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