NEW MEDIA

NEW MEDIA, CULTURE AND SOCIETY

There is a silent revolution from New Media. It is extensively or intensively used by Professionals, corporate, domestic services, Internet media users, observers, specialists and even common man. The New Media impact along the news value chain has affected the way the professionals work. It could be news consumers, journalists, editors, business managers, advertisers, marketers, Public relations agencies, alternative media activists, educators, academics, government national policy makers. New media developments have influenced the global communication processes. Several significant studies all over the world during the turn of the new millennium, on the impact of new media reveal many interesting facts.

The primary point here is that technology not only in social networking sites but also in other online social spaces functions architecturally, suggesting particular uses or highlighting technological affordances. Technologies present a collection of technical, social, human and historical circumstances that are typical of the era within which they come to be. From this integrationist perspective, the communicative affordances of technology are seamlessly negotiated among individuals, society and the technology itself, producing technology that is both ‘socially shaped and socially.

Culture, etymologically enunciated means a set of habits which is cultivated consistently, i.e. cultivated habits over a period of time. Culture of one time need not be the culture of another time in history. As a whole, the day-to-day life style led by communities in societies of different geographies aggregate to different cultures. Some of today’s life styles connected concepts of culture are work culture, corporate culture, media culture, mass culture, cultural hegemony, etc. Because virtual geographies are founded upon a fluid premise of evolving connectivity, they are situational and not static. Conceiving of them as static reflects an imperialistic tendency to transfer the familiarity of the offline world online.

Because the offline and online worlds operate in synergy rather than in isolation, a flexible architecture permits online social systems to form organically and not as colonies of their offline equivalents. that the world’s cultural change has been changing drastically since its inception. It has been a dynamic process whereby the living cultures of the world are changing and adapting to external or internal forces.

This process is occurring with western culture as well as non-western culture, simply means that it is happening in four connors of this world of living man. The indigenous culture is danger of being ignoring. This has been even led to global social, economic, and political crisis.

New Media and Society

Technology not only in social networking sites but also in other online social spaces functions architecturally, suggesting particular uses or highlighting technological affordances. Technologies present a collection of technical, social, human and historical circumstances that are typical of the era within which they come to be. From this interactionist perspective, the communicative affordances of technology are seamlessly negotiated among individuals, society and the technology itself, producing technology that is both socially shaped and socially shaping.

Sharma (2006:07) states that media has a huge impact on society in shaping the public opinion of the mass. The fact is that the world has observed rapid cultural changes, which go in hand to hand with immorality and violation of human dignity and this is much influenced by advancement in media technology. Gen. Omar Bradley when he was speaking to The United Nations Security Council once-up on time said.

“The world is becoming the global village; our knowledge of science has clearly outstripped our capacity to control it. We have too many men of science; too few men of Sermon on the Mount. The world has achieved Brilliance without wisdom, power without conscience. Ours is a world of nuclear grants and ethical infants. We know more about war than we do about peace, more about killing than we do about living there nations have no more taboos. This is our twentieth century’s claim to distractions and progress.”(ibid).

Non-westerners receive information from western countries; also they have the equal chance to upload their own cultures. YouTube and Wikipedia are good examples to support the idea, people all over the world express their opinions, exchange their cultural information with anyone who has access to the Internet. Besides, we cannot ignore the fact that people usually chat with friends, download news or entertain in their own language, even though they have moved to other countries. Nowadays they can obtain more information and learn the most updated news from the Internet.

Information is no longer limited by the geographical location, believes that in present era of globalization, majority of people in the society depends on information and communication to remain connected with the world and do our daily activities like work, entertainment, health care, education, socialization, travelling and anything else that we have to do.

Always communication is powerful, but not all powerful communication is most effective when its impact is strengthened by other social factors and the messages conveyed and are already reflected in public opinion or in emerging interest. This implies that media impact on our lives is not total but reinforced by other social factors in society. There is an argument from journalist professionals that always the role of media is to tell audiences what to discuss but does not tell them how to discuss the issues. But the fact is that in most of time the audience reacts on unusual message, and only message which meets their interest that ends-up the society into new cultural practice.

The world has been passing through different eras; stone age, Irene age, industrial age, technological age now digital era. Digitally empowered men and women, who would be somewhat alienated from the rest of the population, while acting as their representatives at the table of global knowledge generation. Here that is the fact that digital capitalism would like-an easily identified elite that could be targeted with new media platform and marketing strategies so that they participate in the global consumer feeding frenzy.

Today’s technology driven world, people expect to have the means to communicate with others at any given moment. The ability to create relationships based solely on mutual understandings and shared common interests have fed the social media phenomena. In the past, people were able to get together physically and discuss concerns or share thoughts. In today’s world, the easy access to technology creates the situation that, when you look around, people are often using smart phones or using their computers to check on what’s happening in the world around them, providing a feeling of connectedness.

Communication through use of technology is changing the way people think of themselves and how they communicate. They can get attention, always be heard, and never have to be alone. Connecting electronically can also lead to isolation. They often don’t allow the time to think or listen to each other with the constant sensory stimulus of texts, tweets, Face book updates, emails and more.

Media technology expanded and matured, the electronic age began. Since that time mass media has multiplied exponentially, information can be accessed faster and faster, more and more information could be circulated and accessed. As well as information circulating, marketing and were now able to reach more people, and target audiences based on individuals’ internet use.

Media extends out to large masses of people and provides information to the public on various subjects, entertain, and to gratify people’s curiosities. As mass media has expanded and become more obtainable cell phones, touch, and laptops so have the influences on a person’s cognitive ability. It would appear that the individual has become more reliable on consulting the media.

In briefly The power of media to bring the cultural homogeneity and imperialism among the different societies of the global, started when main stream media under the control of other countries and it is clearly defined that main stream media will promote the culture of their own country. Cable, internet and satellite television are a key factors for the promotion global behaviour or western culture among the under developing nations. Exposure to TV creates the perception of outer world in the mind of viewers. Television, radios, social network and other channel of communication have extremely influenced our particular cultural ideology and it is a great threat to local and nation culture. Mass media have promoted the global culture but it has destroyed cultural identity of individuals. The living cultures of the world are changing and adapting to external or internal forces.

This process is occurring with western culture as well as non-western culture and indigenous culture and culture of the world, the behavior of the cultural change can be impacted by how the media presents information towards the public.  Print, radio, television, Internet, and social networks are common types of media. Media extends out to large masses of people and provides information to the public on various subjects, entertain, and to gratify people’s curiosities. As mass media has expanded and become more obtainable cell phones, touch, and laptops so have the influences on a person’s cognitive ability.  It would appear that the individual has become more reliable on consulting the media.