Historical And Contemporary Efforts To Control Media Technology

Contrast an historical example of efforts to control a media technology, with contemporary efforts to control the internet. You must write their essay in the context.

Advantages and Disadvantages of Traditional and New Media

Contrast an historical example of efforts to control a media technology, with contemporary efforts to control the internet.

Efforts to control the internet are the invasion of the online privacy and the removal of the ‘net neutrality’ in the OECD (Organization for Economic Co- operation and Development) member countries (Graber and Dunaway 2014). The number of involved countries in the OECD member countries is 35. The countries like Australia, Austria, Germany, France, and Portugal are involved in it. Technology became an important part of the present day life. However, technology such as internet has both the positive and negative impact on the lifestyle of people (Foot 2014). Therefore, it is necessary to control the harmful effects of the internet on the lifestyle of people. The main focus of the assignment is to compare and contrast historical relevance of the efforts in controlling the internet in present days. This is done with the efforts to control the old media technology in previous time. Few examples of the media technologies that were used are the television, radio, printing press, films, and newspaper. The usage of the traditional and new media helps to promote different approaches. These media help to promote different health campaigns, products, and others.

Various differences are there in between the traditional media and the internet media technology. The traditional media is the old type of media that has been used for the marketing and advertisement world for many years. The advertising and the traditional media includes that of newspaper, magazine ads, television and radio. These were the roots of the forms of communication and reached to the consumers and the companies in the previous years. Johnston and Marshall (2016) mentioned that the traditional media is very effective in case of the growth of the businesses. It helped the companies and the products to reach to a large number of audiences. On the other hand, the new media refers to the future of the advertising (Hirst, Harrison and Mazepa 2014). The new media attracts the consumers as well as the businesses. In present days, most of the businesses rely on the new media for searching new information. Due to the new media, it is easier for the consumers to find out the important information about the products and information about the companies. The new media can include the online advertising, social media advertising, online streaming, and digital media. The new media helps the businesses to reach to the large number of consumers and the other businesses.

Both the traditional and new media have effects on the consumers. The use of internet helps the consumers to find out the information very quickly. Moreover, internet helps the businesses to get the feedback and concerns of the consumers easily. In present days, most of the people use the internet system. Therefore, it is the best platform to promote the businesses. However, there are few people, who do not know the usage of internet using. Hence, the business needs to plan their promotions via the traditional media like television also. On the other hand, most of the people prefer the television rather than the internet system. As television is a traditional advertising medium and people use it in everyday life, there are huge benefits to use it as the promotion medium. On the other, in the present days, people like the tech savvy technologies, in which the multitasking is possible. Moreover, the rate of the competitors has increased in the market. Hence, the business organizations need to apply smart promotion techniques to attract the consumers. The advertisements on televisions and internet are different in nature (Crowley and Heyer 2015). However, both style of advertisement needs to be reliable and acceptable.

Internet Addiction and the Need for Regulation

In view of Leonardi, Huysman and Steinfield (2013), there must be an equilibrium in between the traditional and new media. The traditional media is very important for the businesses to reach to the consumers effectively though it is necessary to include the new media such as internet in the media campaigns. Lievrouw (2014) stated that traditional media is expensive than the usage of new media. These will provide the businesses a chance to reach to their target audience. As the ultimate goal of the business is to reach to the large number of targeted audience, the traditional and new media technology helps them. From the previous time, the invention of the new media changed the perspective of marketing. However, the strategies of marketing and promoting should be different to attract the different people of different age group, gender, and marital status. This helps the businesses by providing ability to track the expectation of the consumers. The new media has been changed the media landscape. Keeping the track of the consumers via the traditional medium is quite difficult, expensive, and time consuming. Therefore, it is necessary to cut the expense and choose the less expensive and time consuming approaches. Hence, they can use the new media technology.

For a successful media campaign, the businesses need to arrange a well balanced mix of media that will help to analyze the expectations of the consumers. Before applying the mix of media, the businesses need to analyze the advantages and disadvantages of this approach. On the other hand, Van Dijck (2013) stated that the revolution of the internet developed the communication medium and knowledge of people. The invention of the radio, telegraph and the internet helped to develop the information technology. It is the best medium of communication and interaction in between the individuals. As mentioned by Bury (2016), the internet removes the geographical barriers in between the individuals and connects appropriately. Internet has the world- wide broadcasting capabilities. Moreover, the internet is the successful example of benefits of the sustained investment and the commitment to the research. This helps to develop the information infrastructure. It can help people and the organizations to reach to a vast number of audiences. The advertisements on televisions and internet are different in nature. However, both style of advertisement needs to be reliable and acceptable. As television is a traditional advertising medium and people use it in everyday life, there are huge benefits to use it as the promotion medium.

Traditional media is expensive than the usage of new media. However, the strategies of marketing and promoting should be different to attract the different people of different age group, gender, and marital status. As in present days, the acceptability of the social media is high, it is necessary to utilize it in good work. However, it can hamper the everyday life of people. Hence, it is necessary to control the usage of the internet so that it cannot hamper the lifestyle of people. Mainly, the young generation becomes addicted to the internet due to the attractive websites and social media sites like face book, twitter and instragrm. The addiction of the internet can cause health issues like back pain, headache, and eye strain. On the hand, Connell, Lauricella and Wartella (2015) argued that old traditional media like television also had adverse effects. It also has adverse effects on health. Therefore, it is necessary to control the effect of these media for the wellbeing of the people. In such case, people need to be aware about the usage of the traditional and new media. Both types of media hamper the study of the students. Therefore, they should limit the usage of the internet and television.

Comparing Historical and Contemporary Efforts to Control Media Technology

The invention of internet should be limited. So, the government should take some approaches to control the usage of the internet.  These were the roots of the forms of communication and reached to the consumers and the companies in the previous years (Hirst, Harrison and Mazepa 2014). The new media attracts the consumers as well as the businesses. In present days, most of the businesses rely on the new media for searching new information. Due to the new media, it is easier for the consumers to find out the important information about the products and information about the companies. The usage of the traditional and new media helps to promote different approaches. These media help to promote different health campaigns, products, and others (Shorkey and Uebel 2014). For a successful media campaign, the businesses need to arrange a well balanced mix of media that will help to analyze the expectations of the consumers. The invention of the radio, telegraph and the internet helped to develop the information technology. It is the best medium of communication and interaction in between the individuals. This helps to develop the information infrastructure. It can help people and the organizations to reach to a vast number of audiences. As television is a traditional advertising medium and people use it in everyday life, there are huge benefits to use it as the promotion medium.

The usage of the internet increased from the early 21st century. With the popularity of the new media, the expectation and the lifestyle of the people are also changing. From a result, it is seen that the usage of the media increases the rate of obesity, diabetes and cardiac problem. The invention of internet should be limited. So, the government should take some approaches to control the usage of the internet.  These were the roots of the forms of communication and reached to the consumers and the companies in the previous years (Shorkey and Uebel 2014). Due to the new media, it is easier for the consumers to find out the important information about the products and information about the companies. The usage of the traditional and new media helps to promote different approaches. These media help to promote different health campaigns, products, and others (Johnston and Marshall 2016).

From the above discussion, it is clear that the traditional media and new media help the people to improve their everyday life. However, they need to be aware about the benefits and adverse effects of the usage on their life. The usage of the traditional and new media helps to promote different approaches. These media help to promote different health campaigns, products, and others. It is necessary to control the harmful effects of the internet on the lifestyle of people. Few examples of the media technologies that were used are the television, radio, printing press, films, and newspaper. The usage of the traditional and new media helps to promote different approaches. These media help to promote different health campaigns, products, and others. The advertising and the traditional media includes that of newspaper, magazine ads, television and radio. The new media helps the businesses to reach to the large number of consumers and the other businesses. The new media can include the online advertising, social media advertising, online streaming, and digital media.

References:

Bury, R., 2016. Technology, fandom and community in the second media age. Convergence: The International Journal of Research into New Media Technologies, p.1354856516648084.

Connell, S.L., Lauricella, A.R. and Wartella, E., 2015. Parental co-use of media technology with their young children in the USA. Journal of Children and Media, 9(1), pp.5-21.

Crowley, D. and Heyer, P., 2015. Communication in history: Technology, culture, society. Routledge.

Foot, K., 2014. The online emergence of pushback on social media in the United States: A historical discourse analysis. International Journal of Communication, 8, p.30.

Graber, D.A. and Dunaway, J., 2014. Mass media and American politics. Cq Press.

Hirst, M., Harrison, J. and Mazepa, P., 2014. Communication and new media: From broadcast to narrowcast. Oxford University Press.

Johnston, M.W. and Marshall, G.W., 2016. Sales force management: Leadership, innovation, technology. Routledge.

Leonardi, P.M., Huysman, M. and Steinfield, C., 2013. Enterprise social media: Definition, history, and prospects for the study of social technologies in organizations. Journal of Computer?Mediated Communication, 19(1), pp.1-19.

Lievrouw, L., 2014. Materiality and media in communication and technology studies: An unfinished project. Media technologies: Essays on communication, materiality, and society, pp.21-51.

Shorkey, C.T. and Uebel, M., 2014. History and development of instructional technology and media in social work education. Journal of Social Work Education, 50(2), pp.247-261.

Van Dijck, J., 2013. The culture of connectivity: A critical history of social media. Oxford University Press.