New Media



Table of Contents

Introduction3

Discussion & Analysis4

New Media or Digital Media4

Audience Measurement7

New Media and Activism8

Social Networking9

Viral Video and Distribution9

Dissemination of a Media Event via Two New Media Channels10

Arab Spring- Attributable to Twitter12

Facebook- A Driving Force for Arab Spring13

Conclusion13

References15

New Media

Introduction

The efficiency of a certain dissemination strategy relies upon various aspects, for instance the target audience, characteristics of the innovation, and the information channel. The strategy that works well for transmission of wide-ranging information to the masses may be out of place for communication of certain research findings to policy makers. In the similar way, for diffusion of technological innovations, the strategy that works well among organizations may not be at one with dissemination strategies related to the third world countries development. Strategies intended for getting one minority group may not be appropriate for another minority group. It is significant to get the proper fit between the information channel, purpose, innovation, and target audience. Though the prosumer strategy will help smooth the progress of the dissemination process in manner unfeasible under the old paradigm, knowledge of communication channels and how these channels are varying is vital to effectual deployment efforts under either paradigm.

There is a range of information channels around which to formulate strategies include mass media, print media, mass mailings, electronic media, face-to-face contacts and telephone contacts. Informing, educating, and selling are included among the purposes. According to Rogers (1986), features of noteworthy communication channels include message flow, segmentation, and source knowledge of the audience, feedback, degree of interactivity, asynchronocity, nonverbal, socioemotional vs. task-related content, privacy afforded and control of the communication flow. These characteristics were charted by him across interactive communication, face-to-face interpersonal communication, and mass media. There may be a variation among target audience as they can be policymakers, consumers, service providers, organizations, or communities. Varied ethnic or minority groups may comprise target audience. In contrast, targeted audiences may include a given educational level, socio-economic level, or special interest category. Success of the innovation cannot be assured by a single channel. (Pelz, 1983) There is a variation in the usefulness of each channel for different innovations, stages in the process of innovation, and for soft vs. hard technology transfer.

Understanding of the effectual areas of each media initiates creating the appropriate fit. Creation of proper fit also makes up recognition of the fact that not only one is always adequate enough. (Reardon & Rogers, 1988) At times, awareness and interest is generated through the interplay among the different channels simultaneously or sequentially. An innovation may be heard by people through mass media, however, pursue it themselves after being introduced by a friend or acquaintance in a comfortable setting. It is cautioned by Reardon and Rogers (1988) that into interpersonal and mass media, there should not be dichotomous disjointing of dissemination strategies. Over time, each lends to the other, via different adoption stages as proposed by Rogers (1983) that include knowledge, persuasion, decision, implementation, and confirmation. This paper is intended to discuss new media and to examine the process of dissemination ...