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Old Media and New Media

Old media or traditional media are mean of communication preceding the digital world and the advent of Internet. Old media include printed media such as books, newspapers, magazines, leaflets, billboards … and electronic media such as radio, television, and movies, CDs, DVDs…

In the 20th century world of consumption, old media played an important role, allowing the diffusion of idea but also old media have been used in the marketing/advertising world for years. Thanks to these mean of communication, businesses have reached many consumers. Old media can be described as the roots of advertising and they are still the most common mean of communication used by business on a daily basis. Even if old media are very effective, in today new digital society more and more businesses are using new media to reach their targets.

The impacts of new media on old media



Nowadays, the Internet is part of modern life; more and more home users have access to highspeed networks. The presence of new media technologies has posed a great challenge to the survival of traditional media especially newspapers and magazines. Indeed with the advent of new media the existence of printed newspapers has been threatened. Readers’ habits seem to have change as they turn to the Internet for a free and fast source of news and information. Moreover, web sites dedicated to information are updated every few minutes whereas newspapers offer only a very static vision of events, barely broadcasted the information is already out-dated. Furthermore, social media allow users/readers to provide feedback, for example blogs have taken advantage of a lack of communication between writers and readers and became the new online journalism.

Then it’s important to underline that with the advent of new media technologies the percentage of revenue generated from advertising, which is the major source of survival for newspaper, and magazine publishing firm has decreased. Companies choose to advertise more heavily online as it’s cheaper than traditional television commercials.


The advent of new media has also undermined television; the television experience has changed in the past decade. We have seen an increasing number of people using TV on demand and streaming websites. Indeed nowadays we have the possibility to watch news, tv shows, movies at any time…. For example, late- night workers can pick up their favourite tv shows in the morning while business people watched it on a tablet or smartphone on their way to work. Old media tend to not connect with young people who are the most active people in the internet.


Controversy


In a study conducted by the EBU (European Broadcasting Union) it was found that levels of trust in traditional media are increasing across Europe as people question the veracity of what they see and read online. Public trust in traditional media (broadcast media and the press) increased in the last year as trust in the internet and social networks have fallen.

While broadcast media remains the most trusted media throughout Europe. Radio remains the most trusted medium, trusted by 59% of EU citizens, with TV following closely at 50%. In the last five years, trust in both media has continued to grow across Europe.

Potentially fuelled by the debate around fake news, only 36% EU citizens trust what they read online, and only 21% EU citizens trust social networks.


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