The fundamental flaw in the understanding of new media - Presentation Transcript
Traditional Media
Printed Newspapers
Television and Radio
etc…
New Media
Blogs
Wikis
Podcasts
File-sharing Sites
etc…
Audience Newsmaker A Flawed Perspective of ‘New Media’
New Media Printed Newspapers with online versions, podcasts and blogs; distributed via RSS “ New media” that influence traditional media Audiences that make news Newsmakers with their own media channels Blogs quoted in the newspapers Television Programmes that find a second (unending) life on video-sharing sites Wikis edited by customers, read by CEOs Podcasts created by layman, discussed by radio show hosts The New Media Paradigm
New media is not entity. It is environment. It is more
New media is not entity. It is environment. It is traditional media made new.
We should not see new media as mere entities, and separate from traditional media, but rather, a whole new environment, in which we each play many parts newsmaker, storyteller, facilitator, jury and judge.
And we should not see traditional media as distinctive channels of communications, but realise that Media, in its entirety, has evolved with the advent of Web 2.0 technologies into something intrinsically different.
The right paradigm frees us from developing PR strategies that relegate our target audience to merely passive recipients. Instead, it prompts us to think about how we can make them an active part of that ongoing conversation between Company and Customer. less
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