How new media has change the fields of mass communication

Hi,

In this post, I would like to share my opinions toward the topic below:

How new media has changed the fields of mass communication

picture source: http://emarketingblog.nl/2015/03/mcquails-mass-communication-theory-5th-edition/

New media is a new platform of communication. The evolution from traditional media(newspaper, radio, television...)environment to a new media( social media, Internet based electronic devices...) environment  has a vast influences on all fields of mass communication. The fields of mass communication included advertising,  public relations, journalism and so on. All the people involve in fields of mass communication have to adapt the new media environment. Let's see how new media has changed the fields of mass communication.

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In Advertising

The previous advertisers would normally publish the advertisements on newspapers and magazines by purchasing spaces on traditional media in order to get attention of audiences.
However, for now, advertisers can create very and numerous creative advertisements by using the advancement of technology. Furthermore, using social media such as Facebook, Twitter, Instagram...to publish advertisements can reach a large portion of target audiences in a very short time. Many advertisers would rather choose to use new media compare to traditional media now. It is effective, less time consuming and save cost.

The use of new media in advertising is growing rapidly in this 21 century. 

picture source: http://householdname.typepad.com/my_weblog/2009/10/

Moreover, compare to traditional advertising, using new media to advertise can get more attention from public because it is more interactive, it can be in audio or video form.

Here is a creative video advertisement by Pepsi I want to share with you all :

Click the link below the check out the video advertisement
https://www.youtube.com/watch?v=40DykbPa4Lc


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 In Public Relation (PR)

In the past, PR practitioners depend on traditional media to propagate, promote and persuade audiences. They mostly relied on the distribution of new releases and media kits.
However, in this are of globalization, the adoption of new media especially social media has increased for PR practitioners.

New media is focus on multi way communication. PR practitioners need new media to interact with the audience in order to gain their feedback, thus they can improve PR practices.

Apart from that, PR practitioners rely on new media to maintain the relationship with clients, they now can have video conferencing meeting with the organizations oversea. It is cost and time saving method, because PR practitioners do not have to take times to fly overseas.

PR practitioners use new media to build or maintain relationship with clients.

picture source:corpmediapl.wordpress.com 

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In Journalism

Same as advertising and PR, journalism now tend to be focus on uses of new media. PR practitioners are now using email to distribute news release to media, but not distribute by post mail.

The newspapers agencies in Malaysia are very active in social media, we can see a lot of updates of latest news on Facebook and Twitter from times to times.

Guang Ming Daily will update the latest news on Facebook everyday.

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Thanks for reading my post. I will share more about PR and mass communication onward. :)