The blog post New Media vs Old Media from the Rand Media Group explored the shift in consumer behavior toward media and technology trends. This blog post provided interesting information about ad revenue, which corresponds with the topic of information accuracy (Rand Media Group, 2014). One subtopic that was examined was vetted journalism in both old and new media. Vetted journalism is an important topic within media convergence because the effects of spreading unexamined and inaccurate information can have detrimental social repercussions.
Baran (2014) identifies dependency theory as the, “relationship between the larger social system, the media’s role in that system, and audience relationships to the media” (p. 331). New media and old media have converged but have not completely integrated. As smartphones and connection service to the Internet became affordable, the seemingly natural evolution was that old and new media would synthesize. However, the business models behind old media have not adapted to new media consumer behaviors. Martin (2013) indicates that old media marketing efforts are lead in the traditional serial process but new media consumer behavior is continually in action. Consumers of new media will not wait for information to be distributed at a predetermined time. Even though old media has been converging with new media since the 2000s, new media has the consumer advantage because new media is instant.
Baran, S. J., (2014), Introduction to Mass Communication Media Literacy and Culture. (8th ed.). New York, NY: McGraw-Hill.
Martin, C. (2013). Mobile Influence: the new power of the consumer. New York, NY: Palgrave Macmillan.
Rand Media Group. (2014). New Media vs Old Media. Blog. Retrieved from http://snhu-media.snhu.edu/files/course_repository/graduate/com/com568/new_media_vs_old_media.pdf