traditional media v/s modern media
Uploaded by apple2candy3 on Jul 05, 2013
TRADITIONAL MEDIA
Mass media plays a crucial role in connecting the world of individuals.
It has the ability to reach wide audiences with strong and influential messages which impact upon society.
Traditional media is nothing but the tool of communication having special characteristics to express socio-cultural, religious, moral and emotional needs of the people of society to which they belong.
Television and Radio have been influential on people’s daily lives and routines, affecting the content and times that audiences watch and listen.
The mass media has at least three important roles to play:
• to inform
• to educate and
• To influence opinion.
It has remained a significant tool in the process of motivating people in the desired direction.
It is the most appropriate medium for bringing about changes in attitude as it is informal and unscripted in nature. This in turn helps the rural masses to accept social changes.
Characteristics of traditional media:
• Centralized, top-down hierarchy
• Cost is high
• Communication is one-way with limited feedback channels.
• Effective tool in rural and tribal areas among illiterates.
• Audience can easily identify with this tool of communication.
• Special training is not required
• Feedback is immediate and known
• Local and live medium
• Flexible to accommodate new things
• Traditional media has served as a companion as well as an important source of information for the audience.
• Very easy to remember and can quickly attract the masses.
• Most intimate with the masses in all the regions of the country.
• Primary appeal is to the emotions rather than the intellect.
• Easily available to their audience.
• Flexible to accommodate new themes.
• Enjoyed and approved by all the people from different age groups, and they are low-cost media as compared to the sophisticated electronic media.
• Very much a part of our lives.
Disadvantages of traditional media:
• Restricted to place of performance
• Can cater only to a limited audience
• Reach is limited.
• Limited scope for archiving the performance.
• Can cater only to a limited audience.
These distinctive features of traditional media have been challenged by new media, which is changing the participation habits of the audiences.
Characteristics of modern media:
• Widespread broadband
• Cheap/free
• Easy to use online publishing tools
• More and new distribution channels
• New advertising channels
• The electronic media has a pivotal role to play in information transfer, education, culture, health, politics etc.
• With the advance in technology, it has become very easy and economical to cover vast geographical areas through the electronic media.
Social networking sites and blogs:
All these comes in social media marketing whose aim is to bring up with such content that attracts the customers and they wish to share it in their...