The document outlines 10 paradigms that have shifted from traditional media to digital media. It discusses shifts from audiences to users, from media to content, and from editor-mediated information to non-mediated user-generated content. It also notes shifts from scarcity to abundance of information, from linear structures to hypertext, and from receiving data to actively generating knowledge. The key shifts have been driven by the rise of the Internet and new technologies that allow for increased interactivity, personalization, and access to information on demand.

1. 10 ^PARADIGMS OF MEDIA IN
THE DIGITAL AGE

4. From audience to user
 It consists of the development that the mass media have had from the
eighties;
 First we happen from that of the broadcasting to the narrowcasting and
now to the point casting. The services of information online orientate
all the individuals.
 Secondly the net allows to answer to the specific demands.
 In conclusion, this is reflected in the informative services that possess
the digital means and in the personalization of some seekers

5. From media to content
 Media brand image is a source of credibility and prestige
for digital content.
 Today media starts to understand that their business is
selling in the content, not the holder.

6. From editor-mediated to non-mediated
 The network has questioned the traditional ways. Nowadays it allow
the public to have free access to general information.
 From editor-mediated to non-mediated the gatekeeper paradigm was
broadly used to explain the role of media editors and the agenda-setting
theory and to describe the functions of media in defining the
daily issues.

7. FROM SCARCITY TO
ABUNDANCE
 Nowadays as users are becoming writers we have much more
information than we used to, but not all this information can be
credible.
 Lately, new programmes have been created so as to make it easier
for readers to find the specific information they are looking for.

8. From distribution to acces
 Nowadays a user can research for information although the
informant does not provide it directly, the opposite of
years ago that this was necessary.

9. From monomedia to multimedia
 A long time ago people used to work with programmes that combined
only one sort of media, and that’s why it was called monomedia.

Nowadays, whereas, thanks to the progress and the technological
development there are uncountable programmes that involve different
types of medias such as text, photos, video and so on. This is known
as multimedia.

Online media are multimedia, and multimedia is a new language

10. From one way to interactivity
 Before:Radio, TV, newspaper… was the way that the people were
connected with the world.
 Nowadays:The people can be reported about the things happened
around the world, but not everybody at the specific moment.
The technology has given us the opportunity to search about the
information we want through internet.

11. From linear to Hypertext
 Nowadays,you can go from one site to another just clicking to
another link instead of going to google again and start your
research.
 The Hypertext Transfer Protocol (HTTP) is an application
protocol for distributed, collaborative,hypermedia information
systems.

12. From data to knowledge
 - Nowadays, in the digital age we recibe lot of information from all
around the world , due to the mass media that act as mediators.

- To know, we must inform ourselves first about the topic to treating.

- The mass media take charge leaking and classifying the necessary
information.