The Impact of Electronic Media and the Internet on Print Media
New technology has developed rapidly since the birth of the internet, and it continues to expand and evolve affecting many domains, especially the print media. This essay will investigate the influence and impact of current technology of the electronic media and World Wide Web on print media, and how future developments in technology will affect the future direction of the traditional newspaper. The way in which “Bloggers” have influenced traditional journalism will also be explored and how this has affected the journalism profession. In addition, the negative impacts of how the electronic media is being used as a political forum will also be investigated. Finally, the author will predict the consequences of future developments in this rapidly growing industry and the implications this may have on the direction of print media.
Through technological advancements the television and internet now deliver the news instantly into our homes, which has inadvertently put pressure on the traditional newspaper to deliver up-to-the minute news. As technology developed swiftly over the 20th century, some academics could see the demise of the newspaper as early as the late 1960s. Marshall McLuhan (HREF1) an academic and commentator on communications technology prophesied “that printed books would become obsolete, killed off by television and other electronic information technology”. To compete with other more sophisticated electronic media systems, and to survive, newspapers joined the technological revolution and many publications went online in the fight to remain the number one information provider (Kesley 1995:16). In contrast, Kelsey (1995) states the main reason that weekly papers provide interactive services is to “generate new revenue/profit sources” from a declining circulation, as advertising is a main source of revenue for print media. It has been reported that the future of electronic information is not embraced by a lot of the news media as free interactive services generate low levels of interest with pay-per-call services as the main source of revenue. However, Rupert Murdoch saw the opportunities offered by new technology, and through diversification created an international press, followed by a television domain, creating a truly global media empire (Shawcross:1999).
However, other print media have resisted being fully represented on the web. Interestingly, reports claim the traditional newspaper will continue to survive due to common factors such as the much loved writer or columnist, local community news and the personal link to world news (Fulton 1996). However it could be argued that these same factors are applicable to the internet. Melinda McAdams, a primary contributor in the setup of the Washington’s Posts online service, recognizes the above mentioned factors also support the internet inferring "a person with a lot of on-line experience thinks more...