Traditional Media vs. New Media - 3106 Words

The Man Behind the Curtain Words do not stand in place of things, but instead of things. How can one talk about media in the world where media seems to be a shared dream (hallucination if you like), specter with divergent forms, common denominator with apparently little consensus among people of what it could even mean. Therefore, questions regarding the nature of medium, and consequently new media should not be sought exclusively in contemporary culture. Throughout this paper I will lay out two anecdotes which should illuminate more clearly not only the nature of the problem, but its lineage. When young Dorothy Gale accidentally ended up in the strange Land of Oz, the initial bewilderment she experienced in an unknown land quickly gave†¦show more content†¦Meaning in the age of intelligent machines This proposed unidirectional laying out of the media value chain cannot account for all the specificities that take part in cultural processes. If the one side of the spectrum refers to the traditional notion of hierarchical medium that controls the flow of information from the producer to its receiver, the other side underlines the importance of â€Å"audience† as constitutive for the interpretation of messages. In other words, the same permissiveness that enables dominant media structures to influence a wide array of people through cultural hegemony, at the same time makes space for the oppositional and negotiated reading of the same media value chain. Stuart Hall outlined this theory in his famous essay Encoding/Decoding (1973). In this way, studies of media practices took into account not only the (hegemonic) nature of dominant structures, but also habitus of audience who now had to opportunity not to be subjected to a particular kind of reading. Race, culture, class, ethn icity, geography and such were all part of necessary conditions that should be considered when talking about media production and values. Isn’t Marshall McLuhan’s view on television akin to the aforementioned view on media practices as intersubjective? In his famous nomenclature (1974), television is considered as cool media, that is, a medium that â€Å"requires† its viewer. To McLuhan, television image was a result of technology of mosaic – process of imageShow MoreRelatedTraditional Media vs. New Media Essay examples2605 Words   |  11 PagesIn the current age of technological advances, it seems that old media is facing competition from ever expanding new forms of media. Traditional media often referred to as old media, consists of broadcast/cable television, radio, newspapers, magazines and the majority of print publications. The earliest form of old media was a Newspaper that have been around for centuries, straining off as written newsletter, and ultimately progressing into an official true publication. â€Å"The first true newspaper inRead MoreCURRENT EVENTS ANALYSIS: TRADITIONAL MEDIA MARKETING VS. 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Hardly to find young people in that crowded but aged people are likely to prefer the traditional newspapers than the new type which is online. In contrast, most of young people who tend to spend most of their lifetimeRead MoreSocial Media Marketing Methods For Customer Acquisition Essay1145 Words   |  5 Pagesuse social media marketing methods in conjunction with the traditional marketing methods for customer acquisition. I have noticed that many marketing professionals seem to use Facebook, Twitter, Instagram, and other social media outlets more than the traditional newspaper, radio and television advertising. I will explore whether the use of the new social media marketing methods is more cost effective and if it should be used as a stand alone method or in conjunction with the traditional marketing