Print Media Turning into Electronic Paper - Article Example

Print Media Turning into Electronic Paper Current modules of media studies are not effective enough to cover and elaborate the real understanding of the field of media. Latest addition to channels has anonymously increased mass population. In order to communicate successfully with larger and heterogeneous audiences, it is first and foremost necessary to change the pattern on media studies. This paper aims to critically discuss new media need to new forms of media studies. Moreover, new media would be defined with the help of comparison of two approaches including Actor Network Theory (ANT) and Social Shaping of Technology (SST). Introduction: New Media is a term that is being assigned to the new types of channels and group of sources which have entirely changed the way communication had been done in the past. New media is not just restricted to transfer of thoughts and freedom of expression as in traditional media. New media conserve a great deal of phenomenon that associates with the purpose of communication. The most important fact about the traditional media is that it never gave the consumer thinking and perspective to come on the front desk of media persons. Freedom of speech never had the definition in which yellow journalism came as an acceptable pointer. Traditional media could be defined as collaboration of mediums where human interaction is limited to receive messages but no feedback to be sent to the source. New media is totally opposite to the traditional media because there is a difference in feedback. In particular, feedback is interpreted as a form of news in contemporary jet age (Fornas, Becke, & Burstrom, 2004). Media is the most effective tool in the contemporary jet age. New media is changing the ways people attributed phenomenal communication pattern. New Media is itself a term that broadly discusses the changing patterns of media which is grasping almost every type of technology. Historically media studies were only limited to print media, cinema, radio and more recently television. Due to limited mediums of communication, media studies covered very limited communication sources for the best understanding of the field (Branston & Stafford, 2003). Psychological pattern needs to be widely learned in the field of media because new media conserves human arousal, public relation and environmental factors affecting the process of communication. Here are two approaches which elaborate about new media indicating the need of new media studies (Dutton, 1996). Theoretical Literature: A great deal of scholars and social scientists have put forward their assumptions ahead in the forms of theoretical frameworks and models. Similarly great deals of approaches which are being studied in the field of media and tend to explain the present consequences of media are Actor- Network theory (ANT) and Social Shaping of technology (SST). Both the approaches highlight different patterns of technological advancement in relation with media. New media could be hence described with the help of different approaches to study social sciences (Suchman, 1987). If we elaborate new media in terms of Actor-Network Theory (ANT) than it could be evident that new media becomes a general basis of the stress. The main focus of Actor-Network Theory (ANT) is on the use of technology that simultaneously works to undermine the relation between the technological device and then the person and actor who uses the device. In the explanation of Actor- Network Theory (ANT), the technological device and the user of the device are called actors. Such a relation between both the actors describes that newer mediums in the field of communication studies are vastly making difference on the human psychology and his needs to use technology. Such a difference in the way communication had been done must be studies with new modules (Zuboff, 1988). On the implication of the second approach which is referred to Social Shaping of Technology, it becomes visible that technology had been made innovative because of needs of society. The approach also suggests that media is altered with changing consequences of society. Social Shaping of Technology (SST) approach defines that different aspects of societies such as politics, culture and economics greatly impact on the way we utilize technology. New media is defined in a very positive way with the help of this approach as it enhances the need of society which shapes the use of technology (Woolgar, 2002). New Channels Print media turning into electronic paper: Media convergence is almost a new phenomenon in the media studies. Unfortunately there had been a very less emphasis on the concept of media convergence. In traditional modules of media studies, media convergence is no where to be found and studied. The newer badge who would be implementing the practical media would thus become inefficient in undermining the use of media convergence (Webster, 2006). If we look at this pointer with the Social Shaping Technology (SST) approach then we can conclude that media convergence took place due to the need of effective consumerism and provide facilitation. Technology was shaped for the interest of need of the society. Media of western countries such as Unites States and United Kingdom have increased the use of channels for media coverage and in this way media convergence had taken the highest toll in those societies. It would not be incorrect to say that Social Shaping technology (SST) approach describes that media convergence of technology according to the needs of society was necessary. The deliberate changes in the needs of people may further be increasing. The increasing changes in the media and the types of media convergence that is being done are referred to new media. Thus Social Shaping Technology (SST) requires new media to be understood and that could only be possible with the help of new media studies (Mackenzie & Judy, 1999). On the other hand when we look at the addition of channels and mediums in new media then we could elaborate on technological advancement that is shaping society. Actor Network Theory (ANT) is an approach that stresses on the fact that technology is attributing the needs of society and not the society that is innovating technology. This is the biggest distinction between Social Shaping of Technology (SST) and Actor Network Theory (ANT) (McLuhan, 1964). Advent of Internet: Internet had changed the way media was described earlier. The launch of World Wide Web had already made vast differences in the world we are living in. For instance, if we look at the scenarios of current use of internet website then it becomes visible to us that there is a growing need of people for online browsing. The news and information had been transformed to another higher level of visibility that is internet. If the communication process of news is analyzed profoundly with holding internet as a channel then we can come to know that such news is being received by a variant amount of nationalities. The advent of internet had increased the heterogeneity of the audiences and it needs to be studied well. This is an addition to new media which should be understood completely. Social Shaping of Technology (SST) tends to describe advent of internet as the basis of the need of people in the society. People together in a society tend to make a difference and change that increases the use of technology in the society. Actor Network Theory (ANT) describes advent of internet as the technological advancement that altered the perspective of a common people in a society. It is the addition of internet as a medium in new media that needs elaboration (Abbate, 1999). Cinema transiting into documentary and commercial short films: The most commonly powerful and arousing channel of message sending is subjected to be cinema which had been the basis of theoretical approaches towards media convergence and mass media. Actor Network Theory (ANT) defines that technology is supposed to be having a very Cinema has changed a great deal because newer technology had provided the filmmakers with the ability sketch their abstracts into reality. The latest three dimensional and high quality resolutions have taken over the traditional approaches of filmmaking (Loader, 1998). Yellow journalism to fast-tech blogging: An addition to new media is called blogging which has almost change the way we had expressed our feelings in past to contemporary manner. In the traditional approach to media studies, there is in no way any elaboration on blogging. The only media approach that conserved the understanding of freedom of expression was yellow journalism. In new media, yellow journalism had been replaced with internet blogging. At first, it was noted that nobody really cared what the recent bogs were as they were regarded as an irrelevant source to message sending and receiving (Andersen, Howells and Hull, 2004). Mass audiences and increased heterogeneity: The concept of new media could be understood with the help of elaboration of mass audiences and increased heterogeneity. It is proposed that more focus is done on the heterogeneity of audiences as there are countless mediums of communication which have converged a great deal. New media studies need to answer the questions claiming the inevitability of heterogeneity of mass audiences. In current times almost every medium is being conserved which in actual facilitates audiences to get the visibility of the content from any part of the world. New media can also be regarded to a group of mediums that is increasing the invisible crowd with more visibility (Hull, 1992). New Channels challenging Traditional Media Studies Incomplete definition of mass audiences: Traditional media studies completely fail to attribute and define what mass audience is all about. Traditional media had only limited definition and older media studies could not at all be implementing in the contemporary era. Thus there is a need of constructing defining the mass audiences and heterogeneity at hand (Preston, 2001). Surveillance on its low: It is due to the fact the traditional media studies are not in any way able to conserve and prospect the newer and wider approaches. When it comes to the issue of surveillance and gateways then it always makes a turmoil situation for people who are already practicing media and who are about to step in the field. On a closer analysis of the situation, it becomes evident that there is a distinction between people who are working as media persons and those who are trying to grab understanding of media studies. The students and the newer badge of people who are studying media are in need of knowing the new channels through which the messages are being transmitted to heterogeneous and mass audiences. Due to the lack of understanding of newer sources and channels of media, it can be complicated for people to confute countless amounts of messages (Poster, 1990). Streaming of irrelevant video clips: Traditional media had provided no restrictions on the yellow journalism. In current era yellow journalism had taken several attributes that exhibits blogging that has feature of video blogging as well. Due to unrestricted policies of traditional media studies, there was no surveillance and hence the practitioners of new media have now got affected. It is thus suggested that new media studies must completely counter the problem of irrelevant content streaming (Perez, 2002). Need of new theoretical framework for new agenda setting: In traditional media more emphasis had always been laid on the significance of propaganda. On the other hand the contemporary era as described by Actor network theory (ANT) is more practical as different networks work together to publish and make better changes in the societies. Agenda setting needs to be replaces by propaganda in the new media studies (Hine, 2005). Proposed modules of Media Channel New Media is diversified in nature and includes a great deal of mediums and resources thus new media studies need to elaborate more on the practical media. Traditional media studies were based upon the theories of media which included framework and history. In contemporary era, media is going beyond its limit. Almost each every member of society is practicing media thus it is very important for the new media studies to grasp new media and its forms in terms of its impact over societies (Haddon, 2004). Jet age and Jet mind set: The modules for media studies for the conservancy of new media need the consistency to attribute quick changes. New media is experiencing addition of new media every now and then. The modules and media studies need to be effective and able to conserve new changes. A list of new changes and mediums in the contemporary period has been illustrated above. Media Studies need to attain the quality to add more into the modules as the changes are predictable in innovation of media (Grint & Woolga, 1997). Liberal approach towards Filmmaking: New media studies must make sure that there is no conservative structure for communication through filmmaking. Filmmaking is now a larger than life concept which could actually bring about an effective change in a society. Thus media studies need to in comprehend the framework of filmmaking. The framework for filmmaking needs to focus on the technology to be used in the films. In modern age, movies are less of stories and drama and more of techniques. The new media convergence had also made the filmmaking a conventional phenomenon for the interpretation of the elements (Noble, 1984). Television and advertising to be more of commentary: In current times, significance is given to human psychology and arousal through advertising. Television and advertising have been observed to make diversified changes in the societies. New Media studies must include the prospects of commentary and interpretation (Mansell R. , 1994). WebPages and Polls: New Media studies must be designed in way that learners of all stages including beginners, intermediate and advanced can understand new media and different channels of communication. WebPages must be used to utilize and develop the communication level. Creating WebPages and providing forum for active communication could also work as a practical implication of understanding of media (Garnham, 2000). Photo Journalism and copyrights: New media studies should restricts the learners of media to make sure that there is no use of photo journalism without any copyrights. It is important to maintain media ethics so that mistakes that have given rise to the copyright issue of photo journalism is countered. Photo journalism is the oldest form of propaganda but in recent times it is considered to be a driving force in making a change in a society. A single photo can bring about curiosity among the members of society. It is recommended that New Media studies must aware practitioners and learners of media to make sure that copyrights are maintained (Mosco, 1996). Training towards interpretation: The most important issue in the new media is that more and more media persons have come forward where they interpret a great deal of issues the way they want. Thus the issue of surveillance rises above. It is therefore proposed that media persons are made able to make difference between wrong interpretation of issues and cases. Traditional media does not at all implement any restrictions the way students interpret cases and issues. New Media studies must fully train the practitioners of media to interpret wisely (Mayer, 1999). Consolidating other disciplines into the field of Media: It is foremost important for the media studies to include cases of other disciplines such as politics and advertising where new media have been observed to leave an impact. If there would be no analysis of the impact of media on other disciplines then it would become complicated for the learners to grasp complete understanding of new mediums and their additions. It is thus proposed that new media studies module must in comprehend the conventional statistics and research with practical implication regarding other disciplines (Mansell & Silverstone, 1996). Conclusion: If new modules and form of media studies would be introduced to media field then in no time it would be evident that media could reduce fluctuations between traditional media. In such a way it will be easy for the media persons to grasp the understanding of new emerging channels and mediums of communication. Through the above context it could be said that there are few approaches through which we can understand how technology can increase the need of amendments and how social science, particularly new media field needs to amend its studies in terms of technology. New media have been elaborated with the help of applying Actor Network Theory (ANT) and Social Shaping of Technology (SST). On the basis of above analysis, it had been proposed that WebPages and polls are implemented as practical activities so that more and more understanding is achieved. It has also been proposed that consolidation of more than one field study would help the practitioners to understand new media. New media studies must also stress on the ethical status of communication process as surveillance and interpretation are primary functions of mass media. Reference List Abbate, J. (1991). Inventing the Internet. Cammbridge: MIT Press. Andersen, B., Howells, J., & Hull, R. (2004). The Social Study of Information and Communication Technology: Innovation, Actors, and Contexts. Oxford: Oxford University Press. Branston, G., & Stafford, R. (2003). The Media Student’s Book. London: Routledge. Dutton, W. (1996). nformation and Communications Technologies: Visions and Realities. Oxford: Oxford University Press. Fornas, J., Becke, K., & Burstrom, E. (2004). Consuming Media: Communication, Shopping and Everyday Life. Oxford: Berg. Garnham, N. (2000). Emancipation, the Media, and Modernity: Arguments about the media and social theory. Oxford: Oxford University Press. Grint, K., & Woolga, S. (1997). The Machine at Work. Cambridge: Polity Press. Haddon, L. (2004). nformation and Communication Technologies in Everyday Life: A Concise Introduction and Research Guide. Oxford: Berg. Hine, C. (2005). Virtual Methods: Issues in Social Research on the Internet. Oxford: Berg. Hull, R. (1992). In Praise of WIMPS: A Social History of Computer Programming. West Yorkshire: Alice Publications. Loader, B. (1998). Cyberspace Divide: Equality, agency and policy in the information society. London: Routledge. Mackenzie, D., & Judy, W. (1999). Mackenzie, Donald and Judy Wajcman. Milton Keynes: Open University Press. Mansell, R. (1994). Management of Information and Communication Technologies: Emerging Patterns of Control. London: The Association for Information Management. Mansell, R., & Silverstone, R. (1996). Communication by Design: The Politics of Information and Communication Technologies. Oxford: Oxford University Press. Mayer, P. (1999). Computer Media and Communication: A Reader. Oxford: Oxford University Press. McLuhan, M. (1964). Understanding Media. London: Routledge. Mosco, V. (1996). The Political Economy of Communication: Rethinking and Renewal. London: Sage. Noble, D. (1984). Forces of Production: A Social History of Industrial Automation. New York: Alfred A. Knopf. Perez, C. (2002). echnological Revolutions and Financial Capital: The Dynamics of Bubbles and Golden Ages. Cheltenham: Edward Elgar. Poster, M. (1990). The Mode of Information: Poststructuralism and Social Context. Cambridge: Polity Press. Preston, P. (2001). Reshaping Communications: Technology, Information and Social Change. London: Sage. Suchman, L. (1987). Plans and Situated Actions: The Problems of Human-Computer Communication. Cambridge: Cambridge University Press. Webster, F. (2006). Theories of the Information Society. London: Routledge. Woolgar, S. (2002). Virtual Society? Technology, Cyberbole, Reality. Oxford: Oxford University Press. Zuboff, S. (1988). The Age of the Smart Machine: The future of work and power. Oxford: Heinemann. Read More