THE NEW MEDIA ENVIRONMENT:

OLD MEDIA.

BY JUICIER.

CRITICALLY EVALUATE THE OLD MEDIA.

AGENDA

OLD MEDIA: BY JAMES WEBSTER AND PATRICIA PHALEN. Media Content is Uniform. Content is Uncorrelated with Channels. Content is Universally Available

CRITICAL EVALUATION OF OLD MEDIA. Maslow’s Hierarchy of Needs. Technology and Attitudes. Possible Characteristics of the Media

OLD MEDIA: MEDIA CONTENT IS UNIFORM

OFFERS UNDIFFERENTIATED OPTIONS TO CHOOSE FROM.. Gossip Girl and 90210; similar concepts

CATER TO SOCIALLY PREVALENT VALUES AND PAINTS A UNIFORM PICTURE OF A SOCIETY.

. National campaigns

. Local shows emphasizing on family values

COMMERCIAL MASS MEDIA IS INTERESTED IN ATTRACTING AS MANY READERS AND AUDIENCE AS POSSIBLE.

. Tried and tested formulae; Reality Shows

OLD MEDIA: CONTENT IS UNCORRELATED WITH CHANNELS

Content in Old Media is All the Same = Duplication of Programs Across the Channels

NEED TO CATER TO LARGE NUMBER OF AUDIENCES. Groundbreaking news; “NTU Stabbing”

INHERENT NEED FOR CLOSE SUBSTITUTE WITH SIMILAR CONTENT. NBC: Lipstick Jungle. ABC: Cashmere Mafia

IMMENSE ADVERTISERS’ VALUES. Credit cards, McDonald’s, Educational Institutions

OLD MEDIA: CONTENT IS UNIVERSALLY AVAILABLE

Information and messages can be transmitted through different forms of media – from broadcast to print.

SINGLE UNIVERSE OF CONTENT. A content can ‘travel across all media and reach all’ its audience. News: Watch it on TV, hear it the radio, or read in the newspaper

MASLOW’S HIERARCHY OF NEEDS

WHY IS OLD MEDIA STILL HERE?

One of the key characteristics of Old Media is that it is universally available to the masses.

Also, Abraham H. Maslow believed that individuals have psychological desires to be socially accepted or feel belonged in their communities.

Thus, our desire to feel belonged leads us to consuming something that is widely liked or available.

CHANGE IN ATTITUDES

GENERATION Y. makes 20% of global workforce and is the first generation in history to grow up with technology. although ambitious and able to multi-task effectively, this bunch is also lazy and easily distracted. media must evolve to adjust to these changes

“Generation Y is one that use tools and create technology to change the world in new ways…they innovate and

communicate in new and distinctive ways” – International Space Development Conference 2008

EVOLUTION OF TECHNOLOGY

TECHNOLOGY IN MEDIA. New definition of media culture. Introduction of convergence media. Blurring the lines between old and new media - Are they essentially the same?

“We are entering an era where media will be everywhere, and we will use all kinds of media in relation to one

another” – Henry Jenkins, director of the Comparative Media Studies program at the Massachusetts Institute of

Technology (MlIT)

POSSIBLE DIMENSION: CREDIBILITY OF CONTENT

The Internet and explosion of digital media content have made more information available from more sources to more people than at any other time in human history.

Although there are many distribution channels today, consumers still turn to old media for hard news due to history of existence and reliability – Mr Brown’s blog VS The Straits Times.

“In trying to navigate through the opinions and information online, people will turn first to something that is familiar, relying on the companies' reputations in other realms to

transfer into cyberspace.” – S. Camille Broadway, University of Florida

THANK YOU.

BY JUICIER.