Essay On Traditional Media

Obsoletion is often the price of technological progression. The quill gave way to the pen, which stepped aside for the typewriter, and was then retired by the modern computer. However, is the media subject to this same phenomenon?

New media is often associated with the millennial generation. So is it true that Traditional Media is still relevant in today’s society when the demographic of media consumers are changing? What are the demographic differences of in the people who use Traditional Media and New Media? What are the factors that affect people’s choice between New and Traditional Media? With the aid of various journals, these are the questions that will be answered in the literature review.

Is traditional media still relevant in today's society where the use of new media is becoming increasingly popular?

In certain areas, such as marketing, traditional media still plays a major role. Research has shown how New and Traditional Media complement each other in a concept akin to a "rock in the pond" (LaPointe, 1). Traditional media is the rock, while New media is the pond. A message sent by traditional media reverberates through new media, exactly how a rock creates ripples when thrown into a pond. This ripple effect greatly enhances the impact of the intended message, allowing it to reach a far broader audience than originally intended. However, many marketers often exaggerate the significance of New media in any given marketing strategy, by up to 40% (1)

Without Traditional media, "there might be no material reverberation in the social-media space" (1) , which would force marketers to use alternative methods to cause social buzz. Most of these "social-only" strategies are "unexpectedly expensive" or "very low probability" (1)...

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...y need with just a few clicks (D/O M. Krishnasamy). In fact, when using New Media, information can be accessed whenever and wherever, suiting to the users convenience (D/O M. Krishnasamy). This is because, when comparing Traditional Media to New Media, it is evident that getting information with smartphones or other “Internet based terminals” is much more effortless, than going through page by page of newspaper, Traditional Media (D/O M. Krishnasamy). Also, a consumer can search for information anytime and anywhere, by using a smartphone, without having to wait for “broadcasting schedule to be connected to get the information” (D/O M. Krishnasamy).

Conclusion

While each medium has their own pros and cons. The potential that they have while used in conjunction is clear, the maximum potential of New media cannot be reached without Traditional media, and vice versa.