Digital media, or “new media”, rapidly burst into our lives about two decades ago. They were born in the 1980s, when the Internet and computer technology for mass use began to develop actively. For a long time, this was a novelty for a person inexperienced with such innovations, since previously the media were based only on printed and also analog broadcasting models. The active process of globalization, technological progress, as well as the transition to an information society – all these have become the main reasons for the emergence of digital media and the strengthening of their further influence on society.
The emergence of the “world wide web” completely changed the speed of information processing, the rate of its receipt and abolished censorship. The amount of information began to grow exponentially along with the growth of fast Internet access points, the proliferation of blogs, LJ and other information platforms for the transmission and exchange of various kinds of information. The Internet has made the way of obtaining information a fast process that does not require any significant effort, does not take the already limited time of a modern person.
To summarize, we can say that “new media” are all communication technologies in digital form, and the Internet is the main source of access to information in this form. In my work, I would like to raise the issue that seems to me the most interesting in the context of digital media. It sounds like the influence of network circumstances on the media communications industry at the moment, its development in the near future.
We can say that the media is a mediator helping to establish contact with the public, any member of which can participate in creating a news event. New media, in turn, are a platform for communication between people, they help traditional media to establish contact with their readers through a public Internet resource. Before talking directly about new media, it is simply necessary to say about the criteria for distinguishing between digital media and classical media. Traditional media are categorized into radio, print and television.
Nowadays, traditional and new media are divided according to several criteria:
- Availability of information
- Delivery method to the consumer
- Decentralization of information
- High throughput
- Flexibility of content
It is also necessary to say about the entire importance of the Internet in the development of new media, since it is he who allows the use of text, audio files, video fragments and images at the same time to transfer certain information.
Classical media began to work with new “digital technologies” only by 1980, when the advent of the Internet required them to increase the availability of information material, the speed of its delivery and achieve “interactivity” or establishing a relationship with the reader, some kind of “feedback”. The creation of interactivity has become a special point in the ideology of new media. Such a strong influence of this process on the formation of digital media is due to the fact that people want to know everything that happens in our vast world and beyond, to know all this first, at a rapid speed. We want to be at the top of the information Olympus, because whoever owns information owns the world.
In turn, the Internet site allows this, since it has no spatio-temporal boundaries. Frankly speaking, the Internet acquires the qualities of a “parallel reality” in which a person forgets about the constraint and factors that limit his ability to share information in real life. With the advent of the Internet, how people interact with the media is changing dramatically. The call to interactivity system engages people in creating news content, which greatly helps the media. There is no need to look for an eyewitness to a certain incident, he will find the editorial office himself, using the same Internet, quickly send the material and the news will be promptly disseminated by the official media.
Reasons for digitizing media or the Internet is to blame.
In digital form, information is more quickly available, since all that is required to quickly create news, notify readers is only access to the Internet, a technical device and an informational occasion. The emergence of digital media resources and digital media publications has occurred under the influence of developing digital, network technologies and communications, well, and how can we go without globalization. Globalization has given rise to the need for the development of new media technologies, because the necessary interconnection of peoples and countries requires a common information space. Without a unified information system, the following cannot arise:
- global culture and understanding
- improving the quality of life of the population
- intercultural integration
- fight against global problems
- increasing the information culture of citizens on an international scale
Under the influence of this process, which is necessary for modern society, the world is increasingly transferring all data to digital media, strengthening intercultural integration. Media are merged into a single conglomerate, without any restrictions around the world. Digital media can be viewed as new forms of communication between content producers and consumers. Thanks to technological progress, the Internet has become a more accessible media environment over time. Highlighting common reasons, it can be noted:
- Technical progress
- Globalization process
- Intercultural integration process
- Convergence process
After a long process of adaptation of classical media to the emerging Internet media industry, an event occurred that again changed the established order in the information market: Internet media lost their monopoly on the creation and distribution of content. Social networks came to the fore. Distribution began to become more important to users than content.
The fabulous number of information devices from which users go online, applications, blogs, free expression of thought and its dissemination in the vastness of the network – all these are the reasons for the loss of control over the quality of information. Its huge amount is generated by the fact that many, it is not clear who created the media, want to cash in on users. They use the model of engaging the reader with interesting, vivid passages and make them click further – go to new sites for information, take even more of their time. Since all media depend on traffic, pirated media steal other people’s money and pose a viral threat to users.
As soon as the official Internet media adapt to new changes, they already need to come up with a new strategy to attract readers in order to protect themselves from collapse. So to this, new tools, platforms, content are constantly appearing, which also requires considerable effort to improve the work. Frankly speaking, the most difficult thing now is for those media that operate on several sites (classic print and their Internet versions). They have to create a multichannel audience.
Digital media is evolving without stopping, because in order to survive, they simply need to adapt to new technological changes, the interests and tastes of their target audience. Due to the fact that the placement platform is an Internet space, the main users of information content are a young audience or digital natives, people born in the 2000s. They set trends in the digital space, and since the pursuit of trends in the media industry of the World Wide Web is an endless process, like dependence on traffic, a young audience fundamentally affects the very state of the media.
What is happening now is:
- Constant rapid change
- Fight for your audience and content consumer
- Speed up traffic
- Fragmented information consumption – impairment of audience memory
What the future holds for digital media:
It is hard to say what will happen to us tomorrow, let alone predict anything for the future. One can only guess how far technological development will go and what will become a trend in the media in the near future – the situation is too unpredictable even at the moment.
After reading several essays – guesses about the future in the digital environment in the Media Workshop Field Study, I chose the most possible options.
To begin with, it should be said that the work of journalists is automated. There will be some improvement in the information feed due to the rapid formation of content, a clear separation of target audiences and an improvement in the quality of information.
They will begin to actively work on the problem of traffic loss using special recommendation systems.
The media will be segmented. Some of them will produce content, while others will deal directly with its distribution. Also, it will be simply necessary to have media dealing with content monetization. Even within the framework of one holding, the media will have to be shared in order to achieve better profits and gain cherished readers.
The Internet platform will become an even more enviable place for media promotion. Soon the digital environment will be filled with more digital publishing. Many classic media will finally go away from paper versions to the Internet. True, it is impossible to say for sure whether it will become cheaper than working with a printed format.
Print media will not be able to completely disappear – they will become niche, since a certain percentage of print media lovers will remain, as well as the percentage of the aged public who do not use Internet technologies.
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