INTERNET AND TRADITIONAL MEDIA

The Impact of the Internet on Traditional Media: Television, Radio, and Print

The Impact of the Internet on Traditional Media: Television, Radio, and Print

Introduction

New information processing technology has already had a clear impact on the operational aspects of service organizations of all kinds, but what is only now becoming apparent is its fundamental impact on marketing systems. Marketing assessment using Internet is a hot topic with predictions of especially the business-to-business area to increase continuously. It is a vast area comprising of marketing, information technology, research surveys, and other related technologies continuously create new rules and regulations for different types of businesses in all industries. Nevertheless, before knowing exactly the impact of internet on marketing, it is very important to know about this technology (Morris, Ogan, 1996, 40). In this paper, the analysis discusses the impact of internet on the authority of traditional media such as television, radio, and print.

Discussion

Television

The Internet to some extent is a means "more democratic" than the TV, no matter who you are, your religion; you always have available means to distribute your message, ideology, etc. For example, we have seen how it has been the only way to approach the recent events in Libya, Egypt, Tunisia and Ivory Coast, and has served as a platform for Cuban bloggers (Smythe, 1981, 22). On the other hand, the impact of television in contemporary society, for some people, being in the hands of small areas and be so massive, it can be seen as a form of control.

Although the development, of these resources bring significant benefits, allows real-time information, facilitates communication, unlimited benefits of the Internet as a tool in the academic field, etc. Moreover, their use also carries with it certain disadvantages, product disloyal and ethical attitudes as plagiarism of information, besides the wrong use of the information we get from the media can lead to the dissemination of ideas removed from reality (Baran, 1964, 5). This technology spectrum opens the possibility to share and expand new knowledge and global events with a massive reach and real-time and improved trends in interpersonal communication, therefore, the adoption of these technologies has gone from representation as a medium as a way of life.

All children under 24 years only spend two hours a day, from 25 the TV time increases, and those over 65 than five hours a day (Poster, 1995, 3). The long-term data indicate that the television audience is aging with some speed and a consistent trend, as reflected in the Yearbook of the SGAE, the Performing Arts, Music and Audiovisual 2005. The data show that in 1993, 19.9% of the television audience were older than 65. On the other hand, 10.7% of the audience was between 4 and 12 years old and 16.3% between 13 and 24 and in 2005 these percentages have reached only 5.8 and 10.5 respectively. In addition, 27% of the audience was under 25 years, what happened to 17% in 2005, change linked to the changing demographic structure of Spanish society ...