The that digital information is changeable and

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rise of new media has transformed the world in revolutionary ways, allowing the
world to be more globalised and bringing about tremendous change in the way we
are able to communicate and interact with each other. We are entering a society
that is now media-saturated and new trends of technology have occurred as today’s
generation are now becoming digital natives, surrounded by technologies and
relying on the features that string along with the latest technology as well as
opening up many opportunities for institutions and media distributors. It has
also changed the way we consume media in the society we live in today. New
media is ‘digital media that are interactive, incorporate two-way communication
and involve some form of computing’. Flew (2002) suggests that digital
information is beneficial because of its characteristics that are embedded into
them. Digital information or new media is manipulable, networkable, dense and
compressible. Manipulable means that digital information is changeable and
adaptable, data can be crossed over multiple mediated platforms. Networkable as
digital information can be easily distributed among a large number of users
simultaneously at long distances. Digital media can also be compressed and it
has the capabilities to diminish the amount of bandwidth that is needed to send
through the internet. Density is a large amount of data or information that can
be stored in small physical spaces. For example, a smartphone possesses all of
the digital information characteristics due to technological convergence, we
are able to store large amounts of information and compress it in a given


the media industry today, new media has brought about the idea of technological
convergence. Technological convergence is a concept where technologies used to
be separate and now they’re coming together and sharing resources,
synergistically creating more features that are available on a single device.  We are surrounded by technology that are
continually innovating in order to adapt to the high demands of technologies in
society, which then changes the ways are able we create, consume and interact
with the media. An example of this is the Guardian website, before they were
only able to offer only print media performing a ‘push media’ interaction. Push
media is where producers push media at the audience and they receive and
consume the media, but now it has shifted to a ‘pull media’ aspect where the
audience now decide how they utilise the media they receive from media
institutions and have the ability to access it in many aspects that would suit
them, putting consumers in the driver seat as people are busy and on-the-go. As
a result, they can access films and TV shows on their smartphones anywhere and
at anytime.


2011, the guardian website released different types of ways in how they
distribute their media to consumers, by adding video clips, podcasts and live
blogs, which allows users to be more interactive with the website and utilise
to their own uses. Through the use of social media, the guardian invites their
users to comment and interact via twitter, facebook or Instagram in order to
reach and engage with the users. Gauntletts theory of web 2.0 helps explain how
it is possible for new media to enable interactivity between producers and
consumers.  Due to the revolution of the
internet we have shifted from being a broadcast medium to becoming a vast
sandbox where audiences and users become prosumers, in which they are able to
create and share content online. Gauntlett explains web 1.0 as a ‘garden’ where
organisations, businesses and individuals create their own website and it
allows users to view their website. Whereas web 2.0 was described as an
‘allotment’, instead of individuals working on their own ‘garden’ they come
together and all work collaboratively within a shared space. Examples of this
are YouTube, Facebook and Twitter. The guardian has included a feature called
‘comment is free’ section which allows users to comment after every article
they read, enabling them to express their opinions. Curran and Seaton (2003)
argue that new media is beneficial to the people and society as increases
consumer choice. Instead of having to buy the newspaper, we can now access news
Also, due to the high demand in social networking and many users now using different
social media platforms, the guardian had to try and innovate to keep up with
the technological age. Thus, they have created Twitter pages which gives them
the opportunity to reach a wide range of mass audiences, especially digital
natives. This gives a two-way interaction between the users, giving them the
options to comment, share and interact with the content created. Interactivity
is vital as audiences are no longer passive, they want to take part and
contribute to the media. The comment is free section is an example of what
Gillmor argues to be a ‘news as a conversation’. The guardian Journalists also
use social media sites as a source of research in order to get a sense of
‘social media conversation’. Since the guardian have created the website, in
2014 they have gained over 40 million unique visitors per month on a global
scale, making them the fifth biggest newspaper site in the world and number one
in the world for user interaction. Technological convergence has also created
this idea of a ‘global village’. McLuhan (1964) predicted that there will be a
‘global village’ where we are all interconnected by an ‘electronic nervous
system, merging it with the popular culture.

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trend that occurring in the media industry is online streaming, now that we are
becoming digital natives and less of us are watching television, we are
introduced to the idea of online streaming. The internet has affected film
audiences because before they were limited as to how they would be able to
access films, and the only way they could do this was to go to the cinema.
Audience can now access films and TV shows through illegal streaming sites and
online providers such as Netflix and Hulu. Thus, films are now portable and
accessible on tablet, computers, smartphones and can be accessed anytime and
anywhere. The rise in alternative streaming format, audiences are no longer
tethered to the traditional timetabled hour segments with commercial breaks, as
a result it causes fragmented viewing as audiences no longer watch television
at the scheduled time put by the media industries. Netflix is an online
streaming service that was launched in 1997, where they could only sell and
rent the DVD’s only and then two years later Netflix had to adapt to the
technological change and adopted a ‘subscription-only’ service. Due to the rise
in new media, there are high demands in online streaming as audiences have more
power in how they consume media texts and are able to choose any media contents
that cater to them. They are “learning how to use these different media
technologies to bring the flow of media more fully under their control and to
interact with other consumers” (Jenkins, 2006, p.18). Due to the popularity of
Netflix, it has a created a culture of ‘binge watching’ as Netflix started
releasing their own original TV shows in seasons at a time, allowing it to
“promote long-form viewing as the dominant mode of audience consumption” and it
gives audiences the opportunity to watch these TV shows without having to wait for
every episode to come out and it caters to their needs.


idea of binging influences how film and TV show writers are able to view
audience reception practice and it has also formed anxiety within the popular
culture and some audiences will binge watch a series and as soon as they have
finished the series they start to tweet about the show, creating anxiety to
others who have not watched the show yet. As a result, emphasises the idea of
‘binge watching’. Jonathan Friedland, the CCO of Netflix stated that “Because
we have a direct relationship with consumers, we know what people like to watch
and that helps us understand how big the interest is going to be for a given
show. It gave us some confidence that we could find an audience for a show like
House of Cards”. This illustrates the idea that there is a two-way relationship
between producers and consumers as producers rely on audience viewing and try
to cater to all audiences that are subscribed to it. Netflix is not just
available on your laptop, but it also has an app on Apple’s app store and
Android store. As a result, less young people are watching television because
they have been introduced to the idea of online streaming, where they are able
to watch films an TV shows on the go on their smartphones due to technological
convergence. Therefore, traditional media must innovate and adapt to the


addition, the explosion of wearable’s is a trend that new media has brought
about in society. Wearable technology is a computer technology that has been
incorporated into clothing or other wearable items like watches. Fitness
corporations have invented smart apparel which have biometric sensors embedded
within the clothing for health management, this is due to the new media being
in a constant state of flux and constantly flowing and it enables business and
other media corporates to innovate and improve their business as well as
helping in improving people’s lifestyle. The evolution of wearable technology
has reconstructed the way we keep track of our health in a more sufficient way.
An example of this is Fitbit, with their wearable technology it is capable of
tracking your sleeping habits, workout calendar, your hydration levels and even
a daily calorie intake. In order for Fitbit to spread and gather more audiences
to use their technology they utilise the internet to their advantage. With the
rise of social media and networking Fitbit has taken fitness on the social
media platform by promoting the healthy lifestyle and and encouraging it to all
their users. With a huge social following of over 1,789,311 users on all social
media platforms, including Facebook, Twitter, Instagram and Pintrest. As a
result, the Fitbit wearable technology enables consumers to live and share
their new healthy lifestyle with others around the world via their social media
platforms. They achieve this success by encouraging users to intertwine their
wearable apps and social work together, integrating three separate platforms which
results in creating one unified consumer experience for users of Fitbit. Thus,
by being able to share and compare results across all social media platforms,
it acts as a powerful motivator for others. This links to the idea of uses and
gratifications (Katz and Blumer 1974), which focuses on the consumer rather
than media texts making an assumption that audiences are not passive but they
take on the active role by interpreting media into their own advantage. In a
way, Fitbit acts as a identification, whereby the audience that use Fitbit are
able to recognise the product and reflect similar ideologies of Fitbit fitness.
This can also be seen as a social interaction as the social media platforms are
able to produce conversations or spark debate between audiences and others.
Fitbit can be seen as being able to create a positive online community as it
makes users feel good about their achievements


In conclusion, new media has brought about
significant trends in society and changed the way we consume media content and the
way live out our lifestyle. Due to the fact that new media is in a constant
state of flux and constantly flowing, it enables business and other media
corporates to innovate and improve their business as well as helping improve
people’s lifestyle.

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