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NEW MEDIA TECHNOLOGY
BY ARU BHARTI AND SHWETA SINGH
EXECUTIVE SUMMARY
New media technology is rapidly evolving the media industry and the practices of mass
communications. New media technology is the application of digital (computer) technology
to mass communications. In a few short years, two main factors associated with the
technology have changed the media landscape. The Internet emerged as a communication
medium. Even though the Internet is still in its infancy, its impact on society, commerce,
and the government is already phenomenal. In addition, the interactivity and immediacy
inherent in digital technology have changed the models of media production and business
for all media. Traditional and new media incorporate characteristics of and influence each
other; that is, media converge. As such, it is becoming increasingly important for mass
communications students to understand new media technology and the changes it brings to
the media industry.
In a few short years, digital technology has become an integral part of media production
and distribution. It has also established itself as a communication medium rivaling print
and broadcast. As such, digital technology is the new media technology of today and the
future. Media technologies have largely impacted the life of an individual with respect to
education, health, socialization, career and entertainment.
Historically, media technologies have taken many years to go through stages of
development, introduction, adoption, and wide acceptance. The current media technology
has exploded in less than a decade and is continuing through development with no end in
sight rather than growing to maturity. Theorists and practitioners alike are not yet able to
predict the direction of the technology or its effects. It is still changing too rapidly.
Our study includes the compilation of various articles and research findings in order to
reach an opinion regarding the new media technologies.
INTRODUCTION
In the past, much was made of the supposed "death" and decline of old media – say,
newspapers, magazines, television, radio – after all, the news in newspapers is very old
compared to news over the Internet. Life magazine died for that very reason; it was
replaced by television. Some even compared old media to the telegraph, which was
virtually replaced by telephone – and, of course, more recently by email. However, we
usually see that, rather than replacing old media, new media serve to supplement old
media, often working side by side to further the organization's goals.
People in a specific area will often see only the partial effect of the new media revolution.
Thus, for example, a newspaper reporter might note the importance of blogs; a television
producer might be interested in the movement away from network television to online TV
(e.g., watching a full episode on nbc.com); and so on. This brings to mind the Indian
parable of the six blind men who went to "see" the elephant. Each blind man analyzed only
that portion of the creature which he touched: The side was like a wall; the tail was like a
rope; the trunk was like a snake, etc. Each of them was right and, of course, each was
completely wrong.
We are all affected by the new media. It is not just a small effect here and a small effect
there. The new media are dramatically influencing virtually every business, every
organization, and every discipline.
How does one explain what is meant by the term new media? Sometimes, it is as simple as
enumerating the many specific examples that come to mind. Thus,
Q: What is new media?
A: Blogs, wikis, facebook, mashups,...
Amazingly, enumeration turns out to be a pretty good way to explain to folks what is meant
by the term new media. Listed in Table I are some examples of the new media and where
to find them.
Some of the New Media
Blogs: Blogger.com; technorati.com
Social networking: Myspace.com; facebook.com;
friendster.com
Social bookmarking: del.icio.us
Wikis: Wikipedia.com
P2P filesharing: Bittorrent.com
Video clips, mashups: YouTube.com; Google video
Virtual worlds: SecondLife.com; webkinz.com
Source: The New Media Technologies: Overview and Research Framework
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1116771
THE OLD VS. NEW PERSPECTIVE
Sometimes the best way to explain a phenomenon is to convey what it is not. One way to
define the new media and their associated technologies is to contrast them to the old
media. Old media – newspapers, magazines, radio, television – are communication
delivery systems. These are relatively independent, static, historical. Today, old media are
almost always paired with new media – newspapers and magazines have online versions, as
well as their own blogs, television networks produce a great deal of online content related
to their programming, etc. Some of this evolution has been due to the concern that the new
media is growing at the expense of the old media; and old media must evolve to survive.
Voithofer (2005) specifically contrasts the new media with old media counterparts by
describing the "newness" of the new media in terms of changes in production due to
convergence of technology and media, storage (digitization and indexing), presentation (in a
video display of sorts), and distribution over telecommunication networks.
THE OLD VS. THE NEW
Books → Ebooks, wikis
Journalism → blogs
Music → pandora
Newspapers, Magazines → ezines
Radio → podcasts
Television → Full episodes on the
web
Telephone → VOIP
Film → Amateur videos on the
web
Photography → Flickr, Picasa
Art → Museums on the web
Source: The New Media Technologies: Overview and Research Framework
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1116771
The past few years have brought wholesale transformations of established and existing
media - e.g., photography, animation, television, film, newspaper. Computer-mediated
communication and collaboration - e.g., email, chat room, IM, discussion forums,
teleconferencing, avatar-based virtual worlds, VOIP, mobile telephony, blogs, wikis – have
changed our organizations in profound ways. Even consumption is different in the age of
new media; we are seeing more active post-purchase behavior – in the form of, e.g.,
mashups, media sharing, and the modding of digital media. The wide range of
characteristics of these new media technologies can be summarized by the 5 C‘s:
communication, collaboration, community, creativity, and convergence.
LITERATURE REVIEW
TITLE : FUTURE OF NEW MEDIA, TOWARDS THE ULTIMATE
MEDIUM:
PRESENCE, IMMERSION and MMORPGs
BY : Özhan TINGÖY, Assoc. Prof. Dr.
Marmara University, TURKEY
Barbaros BOSTAN, Instructor
Yeditepe University, TURKEY
FINDINGS : MMORPGs are the newest and hottest media that supports interactive
use participation in communication processes by creating a stronger
sense of presence. They enable thousands of people from all around
the world to interact with each other in a virtual simulation. These
virtual communities even have an economy of their own. MMORPG
players often claim to own the items they found in the virtual world
and they trade their items in auction sites like e-bay (MacInnes, 2004).
This creates exchange rates for the currency in the virtual worlds and
the currencies of the real world. The value of the currency of
verquest, a MMORPG that has the 77th largest economy in the real
world, even exceeds the value of Japanese Yen and Italian Lira
(Castranova,2005). All these economical data prove that MMORPGs
are not virtual communities anymore and are evolving into real
communities, if they are not already real communities at all.
TITLE : THE INFLUENCE OF NEW MEDIA TECHNOLOGIES USED
IN LEARNING ON YOUNG PEOPLE‘S CAREER
ASPIRATIONS.
BY: Sumi Hollingworth,
Kim Allen, Kuyok Abol Kuyok, Katya Williams.
Institute for Policy Studies in Education (IPSE)
London Metropolitan University
FINDINGS: Opportunities for students to use new media technologies creatively in
applied, practical, project-based scenarios can enhance their
enjoyment and engagement in learning, as well as enable them to make
connections with ‗work‘.
Inequity in the quality and availability of resources produces unequal
outcomes in enjoyment and aspirations.
A lack of recognition of the value of informal learning particularly
using new media technologies is a missed opportunity.
Teachers‘ personal knowledge and experience of the creative and
media sector can be a valuable resource.
Parents‘ knowledge or experience of these careers informs how
desirable or achievable students perceive these to be.
Local cultures of work and geographic proximity to the creative
industries influence students‘ understandings of the accessibility of
certain careers.
Access to informal networks can provide students with essential
knowledge of creative industries careers.
A lack of up-to-date, relevant and accessible information on careers
in the creative and media sector within schools and careers education
means that students who are interested in such careers are not fully
supported.
TITLE : THE IMPACT OF NEW MEDIA TECHNOLOGIES ON
SOCIAL INTERACTION IN THE HOUSEHOLD
BY: SIOBHAN MCGRATH
FINDINGS : 1. New media technologies are now an intrinsic part of family and
household life.
2. Research shows that new media technologies are having a negative
impact on social interaction within the household in terms of ―time
allocation patterns, in the choice of social functions, in the transmittal
of cultural values, and in overall human behaviour‖.
3. Social interaction and communication is vital to the functioning of
any household, but it is obvious to say that this social interaction has
been negatively affected due to the presence of new media technologies
within the household.
TITLE : NEW MEDIA AND DEMOCRACY
BY: DAMIAN TAMBINI,Humboldt University,Berlin, Germany
FINDINGS: In this last section I draw attention to three crucial keys to the future
of civic networking, access, motivation and generalization. The nature
of political citizenship in the information age is set to become a more
pressing question, and civic networks will be important in
experimenting forms and technologies of participation to reflect the
functionalities offered by new media. It is perhaps less likely that
networks alone can achieve their goal of a rejuvenation of civil society,
at least as long as the problems of access, motivation and collective
interest endure. It is not at all clear if public authorities will take the
actions which are necessary to foster the civic, as well as economic
potential of the new technology.
TITLE NEW MEDIA IN TECHNOLOGY EDUCATION: THREATS
AND OPPORTUNITIES. A CONFERENCE SUMMARY
BY: Marc J. de Vries
Eindhoven University of Technology/PATT-Foundation
The Netherlands
FINDINGS : 1. A first strategy is to let research and development go hand in hand.
2. A second strategy is to be strict in selecting only those new media
that really serve our needs.
3. Thirdly we have to be aware of the skills that we loose when new
media replace traditional media.
4. This fourth strategy implies that in training and retraining
programmes for (future) teachers critical reflection on the use of
technology and the acquisition of certain skills in using them properly
should be an integral part.
5. Fifthly and finally it is important that the use if new media is carefully
integrated into the whole process of teaching and learning.
TITLE : THE BIOCITIZEN AND NEW MEDIA TECHNOLOGIES
CONFERENCE
BY: IFTF‘s Health Horizons
FINDINGS: Signs of what lies beyond the current consumer paradigm can be
found in the increasingly complex ways that social affinities are being
created on the basis of biological factors and the role these media and
technologies play in enhancing the market power and force of
biocitizens. By considering the implication of our forecast scenarios,
we hope we have painted a picture of the quickly emerging landscape
of biocitizenship and new media technologies and provided insights
into how players in the global health economy might innovate around
them.
TITLE : JOURNALISM AND GLOBALIZATION
BY: Stephen D. Reese
University Station, Austin, Texas, USA
FINDINGS: Media globalization and the journalism that goes with it—if stated in
media-centric, global village terms—can be easily debunked. We will
continue to find strong resilience in world communities favoring the
local and familiar against the external and unusual.Transnational
media and programs will be slow to develop and international
journalism resistant to cosmopolitanism. on the institutional surface,
perhaps,it may seem that globalization has not yielded much systemic
change for journalism. Taking the network level of analysis, however,
encompasses the burgeoning connections tomedia, among media, and
among the people involved with them to better account for life in a
globalized world.
TITLE : NEW MEDIA VS TRADITIONAL MEDIA
BY : Nagasvare D/O M. Krishnasamy, Malaysia
FINDINGS : Broadcasters from different media and cultural backgrounds can work
and grow together. RTM Broadcasting will have more success in
achieving its goals if it offers more opportunities for new media to
expand. Collaboration in policy and programme-making, capacity
building, and harnessing technology advances will all benefit the
broadcasting sector.
It will be beneficial for RTM to tap ways to respond to the global
financial crisis and changes in demand, so as to enhance its role in
society. It needs to expand broadcast coverage, improve its services to
the public, increase output in new media, reduce reliance on
advertisement, and provide funding with favorable policies to small
and medium sized programme producers.
The potential for increasing reach to users worldwide must be
explored and exploited. At the same time, support must be given to
local content producers. Market research should also be diversified (at
the moment, one company, AC Nielsen, has the monopoly on ratings
research in Malaysia). Finally, best practices should be adopted in the
evaluation of current internet standards and web development.
RESEARCH OBJECTIVES
Our research aimed to study and analyze the following aspects about the media technology:
To understand and analyze the media technologies.
To compare the new media technologies with those of traditional media
technologies.
To analyze the implications of emerging trends in media technologies on various
selected aspects of life.
RESEARCH METHODOLOGY
RESEARCH DESIGN
Our research design includes identifying the type of information and data required and
deciding and conveying the type of study that we want to conduct.
RESEARCH DESIGN
Type of data:
Secondary data
Type of study:
Qualitative study and
descriptive study
TYPE OF DATA:
The data and information used for the research is secondary information.
This is the information that has already been collected and published by the researchers
and different writers in their research papers, articles and books. Our research involved
collecting and compiling few such research papers and articles in order to develop
understanding about the new media technologies. The major source of collecting data was
internet. We used online research papers and journals to collect and compile the
information.
QUALITATIVE AND DESCRIPTIVE STUDY:
Our study type is qualitative study as the case studies and the direct observations by the
researchers have been included. This study is also a descriptive study as it doesn‘t include
exploration of any new aspect of technology but studies the impact of present aspects on
the life.
data analysis
CASE 1: A survey of the research and review of 20 state plans, conducted by Far West Laboratory
(1994), documented particular state and federal program elements that promote effective
technology use. The following factors have been found to be directly or indirectly related to
the effective and sustained integration and use of technology and telecommunications in
education.
* Careful planning that involves all stakeholders in education and technology
* State leadership to support sustained funding for the planned use of technology
* Technology incorporated into existing and emerging education initiatives
* Incorporation of technology applications into state curriculum frameworks and standards
* Coordination of education, business, and other relevant governmental agencies
* Business involvement in planning and implementing technology in education
* Increased involvement between community agencies and education agencies
* A statewide interoperable electronic information highway accessible by all classrooms
and learning environments
* An interagency governance structure to secure and coordinate resources across agencies
for technology
* Funding for school and district technology use plans that meet local and state criteria
* Site-level planning as a pre-requisite for receiving technology based resources
* Guidelines for local planning that promote funding allocations for staff development
* Incentives for identification and dissemination of proven programs and practices
* A statewide educational technology clearinghouse with electronic distribution capabilities
* Incentives for the development and validation of technology-based resources
* Provisions for regional and local technology use training and technical assistance
* Both formative and summative evaluation of all programs
* Technology uses incorporated into program review and assessment guidelines
* A process to communicate program accomplishments and problems to stakeholders
* Informing policy-makers about cost-benefits of technology applications in education.
Case 2:
DIAGNOSING AND TREATING BREAST CANCER
Despite the fact that breast cancers are being detected earlier, it has also been recognized
that most breast cancers progress slowly and many occur in older women who may die
from other causes before their cancer becomes symptomatic. It has been estimated that
survival after breast cancer increased by four months during the period and average cost to
treat breast cancer rose by about US$20,000. This was observed from innovations in
treatment from 1985 to 1996 using data from Medicare claims records in the US matched
to the National Cancer Institute's Surveillance, Epidemiology and End Results program.
Case 3:
TECHNOLOGY FOR HEART ATTACKS
Heart attack treatment is a compelling example of the benefits of new technology.
Treatment of heart attack has changed to include the use of bypass surgery, clot dissolving
drugs, angioplasty, angioplasty with stents and long-term drug therapies that reduce the
chance of additional heart attacks. Spending on heart attack patients covered by Medicare
in the US increased from $3 billion in 1984 to $5 billion in 1998, despite the fact that the
number of heart attacks declined. These increased costs were due more to the use of
intensive technologies rather than to the increase in the cost of treatment. In 1984 nearly
90% of heart attack patients were managed medically. By 1998 more than half of patients
received surgical treatment. It is found that the use of new technology treatment helped to
increase the average heart attack patient's life expectancy by one year. Around 70% of the
survival improvement in heart attack mortality is a result of changes in technology.
Technology increases spending, but apparently the health benefits more than justify the
added costs.
Case 4:
Teachers who are high level users were differentiated from teachers who were low level
users in terms of frequency and extent of use of computers with students, instructional
methods used with technology, attitude toward the value of technology for learning, variety
of uses of technology, and perception of influence of technology on student learning and
behavior (Center for Applied Research in Educational Technology, 2005).
Finally, interactive computer programs help students increase literacy rates. This
―intelligent software‖ is particularly evident in the success and drastic improvement in
mathematical skills used in Pittsburgh. An algebra curriculum focusing on mathematical
analysis of real-world situations and the use of computational tools is supported by an
intelligent software program as part of the regular curriculum for 9th grade algebra. On
average, the 470 students in the experimental classes outperformed students in comparison
by 15% on standardized tests and 100% on tests targeting the curriculum-focused objectives
(Center for Applied Research in Educational Technology, 2005).
PARTICULARS DETAILS FINDINGS
CASE 1:
Impact on education and dependency of thoughts
Through the use of technology, following effects were noticed on education and dependency of thoughts:
- Learning process was creative, motivating and interesting.
- People were more independent in their thoughts.
- More investment decided for improvement in education.
- Proper planning and awareness about the use of technology was decided.
CASE 2: Impact on health - Technology created awareness about early detection of any health problem (breast cancer focused hereby)
- Cost incurred was the major problem, which was reduced with a high margin after the improvement of technologies and increased use of technology in healthcare industry.
CASE 3: Impact on health - Increased reliability on technologies in context with the health care.
- Though involves cost, but justified by high benefits
CASE 4: Impact on education - More use of technology, enhanced the creativity of the students.
- More confident participation by students.
- All round development of the students was observed.
At the close of the last school year when conducted a poll of our teachers asking them
about their general attitude about the use of technology in their classroom, as well as the
impact that certain specific programs and services have on instruction and learning. Nearly
1,000 teachers responded to our survey and the feedback was terrific!
Out of 1000,912 teachers agreed that the students started taking more interest and felt
more motivated through the use of the technology in the classroom.
807 teachers agreed upon the fact that the technology had a positive impact on the learning
and motivation of the students.
Research findings
Our research was set out to examine and analyze how young people use media technology
and the developments in new media technologies. We also aimed at studying the
implications of use of new media technologies on various aspects of life.
After going through the literature review that was collected, we were able to direct the study
towards the following findings:
- New Media Technologies includes televisions, radio, laptops, mobile phones, DVD
players, game consoles, cameras and also the use of social networking sites like
facebook, Skype, twitter, Blogs; usage of wikis; tag cloud etc.
- New Media Technologies encourages the interactivity, demassification and
asynchronousity. Interactivity emphasizes on being as interactive as possible;
demassification encourages sending of unique and personalized messages to the
users and asynchronousity encourages the flexibility in sending and receiving the
messages, i.e., it is not compulsory for both the sender and receiver to active when
transferring the knowledge. Sender can send and receiver can receive the message as
per their convenience.
- Another important feature of New Media Technologies is its hypertextuality which
provides the flexibility of using different medias such as picture, videos, sounds and
text together.
- New Media Technologies are heading towards the achievement of virtual reality
which includes fulfilling the aspects of presence and immersion. Presence is
concerned with richness of representation of mediated environment and immersion
is concerned with the surrounding environment; strategic thinking and logical
thinking.
- Such features of media technologies develop the pathways to encourage the use of
3D technologies for entertainment, education, political, safety and health purpose.
- New Media Technologies have great impact on career aspects of young people. It
was found that while working with new media technology enhances the creative skills
and their skills to deal with real life situations.
- Pupils perceive learning in media to be highly enjoyable, practical and independent.
- Increased use of new media technologies encouraged the parents to support their
wards in their respective field/industries of interest. The use of new media
technologies in education reduced the gap between formal and informal learning.
- Increased use of technologies leads to increased isolation and privatization of
individuals in the family. Decreased levels of interactions and time being spent with
the family.
- Enhanced usage of New Media Technologies has led to cultural globalization.
Journalism has been deeply affected by this cultural globalization. This has led to
conversion of world into global village thus reducing the differences in exchanging
the information.
- New Media Technologies have been considering the health as central value and
often conveys the message- Lose Weight! , Stop Smoking! etc.
- These technologies regularly participate in keeping us informed of the facts of
relations between our bodies and other hygienic factors. These technologies make
the biological data, medical information and social data easily accessible.
- Technologies make us accessible to DigiHealth Natives (DHN). These are the
persons who rely on the devices and technologies to manage their health, new
sources of information about nutrition, sustainability, and health care
decisions, and on new collectives to manage risk.
- The developed technologies have also been used for political a purpose that
encourages the democracy. First one is the transparency that led to transfer of
political processes were that undertaken. Second is the motivation because of
availability of all sorts of information. Third is the ease of voting process.
- Enhanced use of technologies has been focusing on increase in level of moral values
and ethics.
- Many researchers have been focusing on suggesting strategies for use of new
technologies:
To let the research and development go hand-in-hand.
To be strict in selecting the technology that really serves the purpose of
consumers.
To be aware of the skills to use the technologies.
Training the teachers to develop the understanding of these technologies.
To monitor the integration of the technologies into teaching and
learning.
Limitations There are certain areas where we could have improved the scope of our research. Study of
furthermore aspects of society and individual‘s life could have made our research more
reliable. Though the literature collected is reliable and is a result of direct observations and
direct interviews but including more direct interviews and observations would have made
our research more reliable.
CONCLUSIONS Our study started with a purpose to explore the aspects of ―NEW MEDIA
TECHNOLOGIES‖ and its impacts on the human life. Keeping this in mind, we collected
secondary data through journals for keeping us updated about the concerned technology
throughout the research process and used e- research papers in order to identify the
implications of these technologies. This literature review gave a clearer picture and finally
brought u to the findings. Our major finding is that these technologies have been affecting
the lifestyle and attitudes of society and individuals at large. No doubt, they have been
making our life much easier than it was before by reducing the efforts that are incurred
while doing a particular job but they also have negative effects.
People, in today‘s scenario are enjoying very comfortable life through the use of these
technologies. They have started being in touch with their friends as per their convenience
and in their absence also. They have started relying on technologies for health decisions,
for career decisions, for educational purposes, for political purposes and for awareness
about what is happening around the world. At the same time, these technologies have
developed a lethargic attitude among the individuals leading to decreased levels of social
interactions, development of bedroom culture which brings in the outside world, increase
in private space and this is major reason for increasing suicides and depression cases.
Ultimately, the use of these technologies should be strategic. An individual must be very
cautious while selecting a technology and should use the technology in a goal-oriented and
monitored.
REFERENCES
- FUTURE OF NEW MEDIA, TOWARDS THE ULTIMATE MEDIUM:
PRESENCE, IMMERSION and MMORPGs
http://www.silentblade.com/presentations/Tingoy_Bostan.pdf
- THE INFLUENCE OF NEW MEDIA TECHNOLOGIES USED IN LEARNING ON
YOUNG PEOPLE‘S CAREER ASPIRATIONS:
http://www.londonmet.ac.uk/fms/MRSite/Research/ipse/IPSENewMediaTechReportFINAL%5B1%5D.p
df
- THE IMPACT OF NEW MEDIA TECHNOLOGIES ON SOCIAL INTERACTION IN
THE HOUSEHOLD
https://sociology.nuim.ie/sites/sociology.nuim.ie/files/u30/SiobhanMcGrath.pdf
- NEW MEDIA IN TECHNOLOGY EDUCATION: THREATS AND OPPORTUNITIES. A
CONFERENCE SUMMARY
http://www.iteaconnect.org/Conference/PATT11/Summarydef.pdf
- THE BIOCITIZEN AND NEW MEDIA TECHNOLOGIES CONFERENCE
http://www.iftf.org/uploads/media/BiocitizensFINAL.pdf
- JOURNALISM AND GLOBALIZATION
http://journalism.utexas.edu/sites/journalism.utexas.edu/files/attachments/reese/journalism-
globalization.pdf
- NEW MEDIA VS TRADITIONAL MEDIA
http://sites.sandiego.edu/wl_reader/toc/2013-reader/chapter-2-the-relevance-of-traditional-
media/comparison-of-traditional-and-new-media/
http://www.sagepub.com/edwards/study/materials/reference/77593_10.1ref.pdf
http://www.slideshare.net/talkingfinger/new-media-vs-traditional-media-9751188#btnNext
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