How has the Internet transformed media and communication industries?

New media and the transformation of the media industry can be directly linked to the introduction and development of the Internet. Furthermore, the Internet can be seen to directly promote change within other media, social and business environments. This post will evaluate and analyse online communication and will also discuss corresponding matters such as policy, audience interaction and convergence.

The impact of Internet is at the core of our growing ‘information society’. This has resulted in the rapid expansion and ubiquitous nature of new communication technologies. Flew (2005, 1) believes new media technologies exemplify convergence, digital networking, reach, interactivity and many-to-many communication. Consumers have also learnt how to use these technologies to interact with others. Rather than passive, online audiences are now active and socially connected and have shown declining loyalties to other media forms (Jenkins 2004, 38).

We all know the Internet encompasses a variety of communication platforms; email, discussion forums, blogs and social networks. For many individuals and businesses however, these are now essential forums of communication. Such mediums are being incorporated into many commercial media sites and online news pages. Furthermore, many recognised journalists, political leaders and social commentators regularly blog through such websites and generate discussion.

The desire for Internet users to correspond with each other has been evident for years, however, new social software such as MySpace, YouTube and Facebook have transformed the way in which we choose to interact. These virtual cultures are based around ongoing interactions among those participating in “computer mediated communication” (Flew 2005, 61). According to Rheingold (1994, 14) these virtual communities build social capital and enable those involved to share knowledge and information with ease.

The introduction and development of broadband and wireless Internet services are also key factors in this rapid expansion. These connections have promoted ‘digital culture’ even further, with fast upload and download speeds for easy access to peer-to-peer applications. The broadband evolution is sure to continue with the guaranteed support of both state and federal governments.

Possibly the most influential force behind the popularity and growth of online communication is convergence. Cunningham and Turner (2006, 3) believe convergence dissolves the distinctions between media systems and media content. Another concept linked with convergence is the idea of digitisation. According to Cunningham and Turner (2006, 2) “We no longer have to turn on the radio to listen to programs produced by our favourite station; we can listen on our home PC”. As such, convergence is more than just a technological shift as it alters the relationship between existing technologies, industries, markets, genres and audiences. 

The Internet has also had direct implications on mass-media legislation. The Online Institute for Law and Policy has raised concerns regarding; intellectual property, freedom of speech, privacy, and security (Flew 2005, 201). Despite this, a major factor that complicates legislation is the decentralised nature of the Internet and its global infrastructure (Flew 2005, 201). Within the Australian context, authority over technological legislation has been entrusted into the hands of broadcasting authorities such as the Regulation of Online Communication. The problem is however, that policy lags behind technological developments, and as van Dijk (cited in Flew 2005, 202) suggests, “legal responses have been fragmentary and are based on outdated assumptions”.

In conclusion, the developments that surround the Internet and the digitisation of content have resulted in the reproposing and reinvention of societal media interaction. Online communication has raised issues and generated debates that are not in themselves new. We have always had successive waves of new media, from the broadcast era of print, radio and television and now the digital era of the Internet. Each has presented issues of policy control for our legislators, issues of adaptation and restructuring for the media industry, and new and exciting challenges for audiences. As new media technologies continue to converge and become increasingly user-friendly, the communication industry, and the broadcast mediums within it have been and will be constantly reformed and restructured by its vast application.

References

Cunningham, S. and Turner, G. 2006. The Media and Communications in Australia. Crows Nest: Allen & Unwin, 2^nd edition.

Flew, T. 2005. New Media An Introduction. Melbourne: Oxford University Press, 2^nd edition.

Jenkins, H. 2004. The cultural logic of media convergence. International Journal of Cultural Studies, 7 (1), 33-43.

Rheingold, H. 1994. The Virtual Community: Finding Connection in a Computerized World. London: Secker & Warburg.

 

 

Public Opinion and the Internet

In his essay ‘Public opinion and the internet’ Peter Murphy argues that rather than merely democratising public opinion, the Internet fundamentally changes the way that public opinion emerges. The following post seeks to explore Murphy’s arguments and assess their accuracy with regard to today’s new media economy.  

Firstly, communication is essential to the business of everyday living in the twenty-first century. In light of this reality, it is important to understand that the Internet is arguably the most significant form of communication to date and influences the lives of people around the globe. The impact of this technological advancement is immeasurable and it has become a vital ingredient of contemporary culture.

As Murphy (2005) comments on the specific role of the Internet, it is first necessary to understand and briefly explore its function and impact in a more generic sense. The internet has not only revolutionised communication; reshaping society as we once knew it, but it has also altered the way people network within society via one-to-many and many-to-many interactions. We have never before been faced with such a magnitude of information or such efficiency of communication, fundamentally shifting the way individuals live and express themselves. Furthermore, the Internet is becoming increasingly difficult to censor, providing freedom of speech, and dissolving both geographic and political boundaries (Flew, 2004).

It is undeniable that an increasing number of opinions are being expressed thanks to the freedom of the Internet. The internet’s evolving impact on public opinion originates from its initial role as a powerful document delivery system, enabling a fresh way of producing, collecting, altering, and distributing documents and information (Murphy, 2005). This system has grown into a provider of communication and media, and is fundamentally changing people’s interaction with society and in turn, the emergence of public opinion.

Not only has the Internet provided a haven for freedom of speech, but it has also provided the facilitation of likeminded communities, providing social and cultural power to its users. Murphy (2005) argues that self-expression on the Internet is often mistaken for discussion. Furthermore he suggests that online dialogue is inconsequential as it is short lived. However, the information gathering and processing activities that have emerged in Internet communities are of great significance. Pierre Levy refers to this as ‘collective intelligence’ (Jenkins, 2004). Levy believes that “No one knows everything, everyone knows something, all knowledge resides in humanity”, arguing that individuals utilise their personal strengths towards mutual goals and objectives. As such, society itself is being redefined by shifting cultural norms and expectations, breaking away from more traditional forums of social interaction. Therefore, Murphy’s assessment appears inaccurate, as open dialogue between individuals and communities is evident, and is not simply a one-way stream of opinion.

As argued by Murphy (2005), the Internet’s primary function is an archive for information, identifying that even posting is archival transmission rather than a peer-to-peer interaction. Contrary to Murphy’s opinion, online communication can lead to functional discussion as individuals read one another’s postings and commentaries as well as respond to each other. This is exemplified by news blogging whereby online discussion is monitored by mainstream media outlets who often take on board information in order to reflect audience opinions (Bruns & Jacobs, 2006). 

According to Murphy (2005) the self-censorship encouraged by governments such as China in relation to their citizens’ Internet use is evidence that it has not been able to succeed in acting as a tool for liberation. Murphy (2005) is suggesting that this is another way in which the Internet has failed to act as an agent for democratising public opinion. This assessment appears to be accurate, however, only for countries whose governments insist on political and ideological censorship. For more liberal nations, the Internet acts as a forum for individuals to present their opinions and views within the public arena. Murphy (2005) also believes that the large ‘world wide’ nature of the Internet makes it unsuitable for peer-feedback. This statement however, neglects to take into account the countless number of discussion forums, blogs and user generated content which function on constant discussion between community members.

Although Murphy (2005) draws on a number of interesting points, he does not entirely acknowledge the strong virtual communities that the Internet contains. These forums thrive on discussion and the exchange of information and knowledge. Murphy has in fact identified that rather than merely democratising public opinion, the Internet fundamentally changes the way that public opinion emerges. Despite this, it appears that he does not fully appreciate the avenues through which public opinion now surfaces. It is essential to note that the Internet is now the backbone of public opinion, which is largely formulated through the intrinsic operation of virtual communities. Furthermore, it is apparent that the democratic nature of the Internet will strengthen in proportion to its size and influence on the day-to-day lives of its users.

References   

Bruns, A. and J. Jacobs, 2006. Uses of Blogs. New York: Peter Lang.

Flew, T. 2005. New media: an introduction. Melbourne: Oxford University Press.

Jenkins, Henry. (2004). The cultural logic of media convergence. International

Journal of Cultural Studies.

Murphy, P. 2005. Encyclopedia of multimedia technology and networking: Public opinion and

the Internet. VIC: Monash University.