1037 wrds



TraditionalMedia and Emerging Media


Question1: Advantages? Shortcomings?

  • What advantages do traditional media have over emerging media and vice versa?

Traditionalmedia has a larger audience than emerging media. Radio, newspapers,magazines and television still command a huge following and for thatreason and advertisers still prefer these mediums as a confirmationof their popularity and wide reach. According to studies in the US bythe Institutefor Communications Technology at the USC Marshall School of Business,consumption of media has been on a steady increase and one of themediums, television, still leads the pack commanding 60% of theconsumption (Nobble &amp Krasslet 2014).

Afterbeing in existence for many years, traditional media hasstrategically created niche markets that they target. These outletshave had years of nurturing relations with the public and in theprocess created a following. For instance, television has createdunique programs to target various groups of people such as babyboomers or adolescents (Nobble &amp Krasslet 2014). In terms ofdissemination of information and news, traditional media is perceivedas more reliable and trustworthy. To capitalize on this, traditionalmedia has embraced emerging media by creating websites, streaminglive for TV and radio and maintaining vibrant presence in socialmedia and digital media to reach a wider audience and capitalize ontheir trusted brand images.

  • What are the shortcomings of each type of media?

Consumptionof traditional media is limited by relatively high prices. Access tocertain televisions channels requires subscription fee. A majority ofnewspapers and magazines are also sold meaning that consumption andcirculation is limited. Traditional media also faces tighter controland regulation through media house ownership and governmentinvolvement. This filters information accessible to the public.

Emergingmedia also has major shortcomings such not being trusted byaudiences. The emerging media is also prone to unethical tendenciesdue to poor control and regulation of information and the freeaccessibility. Another notable issue is poor quality of journalism.This is because even unqualified people have taken the place ofjournalists in emerging media.

Question2: Media distribution

  • If you are a reporter with access to all forms of media distribution, which do you choose first to tell a story?

Emergingmedia would be the first option. Specifically, media would be thebest option. This is because the emerging media platforms offerimmediate response from the audience which fosters communication andunderstanding of the intended message. Furthermore, the emergingmedia platforms also provide speedy dissemination of information incases where immediate action is required. For instance, breaking newsinformation or public announcements are easily accessible and reach awider audience quickly through social media. Furthermore, there iscross reliance between traditional media and emerging media in thattraditional media houses have crossed over to emerging media and theto report on one another. E.g. some twitter feeds discuss TVprogramming while TV news events cover some twitter development suchas trending topics in what Chadwick (2013) calls hybrid media.

IfI was to answer the same 20 years ago, my answer would have beennewspapers. Traditionally, newspapers have been perceived as the moreserious of the media platforms in comparison to radio and televisionwhich have been viewed as more of entertainment outlets (Chau 2014).Therefore, for a serious perception of my story, I would go for thenewspaper. Another reason would be that circulation of newspaper wasrelatively higher than it is today and the penetration of TV andradio 20 years ago was not comparable to modern levels. Today, thediversity of programming in TV today has increased viewership.


  • Students are invited to research and share findings on how the five generations in the workplace may or may not agree with the statement above about traditional media being considered more reliable.

Today,there are five common generations in the workplace namely: theTraditionalists/veterans,baby Boomers, generation X, Y and Z. The veterans and baby boomersare the oldest and are slow in adapting technology and emergingmedia. These people were born and brought up in the era oftraditional media and thus trust is best. Generation X was born inthe age of traditional media but grew up in digital technology andwas first to embrace new media platforms followed by the youngergenerations. Generations X and Y thus have a balanced perception onemerging and traditional media while generation Z leans towardsemerging media (London2014).

Asa generation Z, I trust emerging media. I feel more comfortable withemerging media where I can watch TV on my tablet of stream programsand listen radio online.

Question4: Technology and politics

Studentsare invited to think about how much of your life revolves aroundtechnology. Computers are used daily in society. List the things youinteracted with on a regular basis with some form of technologyinvolved.

Normally,the last thing I touch before I fall asleep in bed is my phone and itis likely the first thing I will touch in the morning somethingreported by many (London, 2014). It is no secret that cell phoneshave become bathroom companions replacing the traditional magazines. Some years back some coffee houses offered old magazines to clientsto keep them busy, today they offer free wi-fi connection (Mcdermott2013). The same case applies to airlines which previously offeredmagazines to their passengers in-flight but some such as SouthwestAirlines, Delta and Jetblue are offering free wi-fi in-flight. Thismeans people can access social media, Google maps and even shoponline while travelling to beat that storm.


Studentsare invited to research what is the difference between the Internetand the World Wide Web?

Thoughwidely used, the definition of the internet is still foreign to manyand the term is wrongfully used interchangeably with the world wideweb (www) or simply web. The two, though closely related aredifferent. The internet is a network of interconnected computers andother smaller networks such as the cellular network connected by aninternet protocol suite. The web is a system comprised of interlinkedtexts that is accessed via the internet (Woolf 2014). In fact,O’Connor (2013) says that the internet was developed earlier thanthe web by a few years. The early internet systems, the predecessorsof the modern internet, actually involved a few computers comparableto today’s home or workplace computer networks.


  • Students are asked are the Internet and hand held portable options the same thing?

Theinternet and portable options are not the same. The internetconnection that is used by many is technically intangible and hencecannot be compared to the devices that use it. This discussioncompares well with a cell phone and cellular network. A phone cannotperform some peripheral functions such as play games, use calculator,play music, watch videos, store files etc but cannot make calls orreceive them. Cellular network enhances the usability of phones sameway as internet to portable devices. Portable devices such as tabletsutilize the internet to increase functionality but are entirelydifferent from the internet (Woolf 2014).

Question7: Has social media changed?

Studentsare invited to research and share findings on how social media haschanged since inception.

Today,kids are increasingly likely to acquaint themselves with a fellow kidon the other side of the world through Facebook than they wouldacquaint themselves with the next door kid. This is all courtesy ofsocial media with Facebook, Twitter, Instagram and Youtube leadingthe way. A few years ago, Facebook redefined ‘friends’ and theterm follower, previously associated with movements and religions hasgained new meaning courtesy of Twitter, Instagram and now latelyFacebook (Woolf 2014). With the advent of social media, how peoplesocialize, spend free time, gossip and access information has allchanged courtesy of digital social media. Marketers have also turnedto this platform to engage and interact with consumers (Chau 2014). O’Connor (2013) views that social media may spell doom to sometraditional media channels and houses due to loss of audiences andrevenues.

Question8: Data theft

Consideringour discussion of electronic devices and computer usage, what areeach of you doing to protect your information?

Thereare career cyber criminal or hackers out to collect data for variousreasons. Some just collect private data for marketing purposes whileothers strive to steal identities and even credit card details. Theydo this by cracking passwords or accessing personal data suppliedonly freely or installing spyware (Chadwick, 2011).

Ihave installed virus protection, anti-spyware and firewall to keepaway prying eyes. I have also limited the amount of personalinformation I share online especially on social media such as fullnames, cell number, email, credit card details, and address (Fuchs etal.2011). I have also changed several of my email and social mediapasswords to make the stronger. Another thing that I have learned todo recently is to encrypt my sensitive files on my devices and backit up on a different device. I am also more aware of the need todispose old devices more carefully to avoid access to private dataeven which has been deleted. All this steps are geared towardsprotecting my private data from loss and from being accessed byunauthorized persons.


Chadwick,A. (2013). Thehybrid media system: politics and power.London: OxfordUniversity


Chau,L. (2014). Relationshipsare the new currency` Retrievedonline on 28thAug 2014 from


Fuchs,C. , Oersma, K., Albrechtslund, A. &amp Sandoval, M. (2011).Internetand Surveillance:

TheChallenges of Web 2.0 and Social Media.

Gibbs,S. (2014). Howto protect your personal data from the next hack attack like eBay.

Retrievedonline on 28thAug 2014 fromhttp://www.theguardian.com/technology/2014/may/22/how-to-protect-yourself-hack-attack-ebay

London,B. (2014). Aremobiles making us obnoxious? Under 25s more likely to show off, have

inflatedself-esteem and exaggerate thanks to social mediaRetrieved online on 28thAug 2014 from,http://www.dailymail.co.uk/femail/article-2727999/Are-mobiles-making-obnoxious-Under-25s-likely-inflated-self-esteem-exaggerate-thanks-social-media.html

Mcdermott,A. (2013). Wi-fion planes: which airlines have wi-fi and what it costs.Retrieved

onlineon 28thAug 2014 from http://www.farecompare.com/news/wi-fi-on-planes-which-airlines-have-wi-fi-and-what-it-costs/

Nobble,L. &amp Krasslet, C. (2014). Five reasons why traditional mediastill matters. Retrieved

onlineon 28thAug 2014 from http://www.prweek.com/article/1280795/five-reasons-why-traditional-media-matters

O’Connor,R. (2013). Friends, followers and the future: how social media arechanging politics,

threateningbig brands, and killing traditional media. New York: CityLights Books.

Tannerr,J. (2014).The coffee Shop takes diners back in time.Retrieved online on 28thAug 2014


Woolf,A. (2014). Let’sthink about the internet and social media.New York: Raintree.