New media

From Wikipedia, the free encyclopedia

New media most commonly refers to content available on-demand through the Internet, accessible on any
digital device, usually containing interactive user feedback and creative participation. Common examples of
new media include websites such as online newspapers, blogs, or wikis, video games, and social media. A
defining characteristic of new media is dialogue. New Media transmit content through connection and
conversation. It enables people around the world to share, comment on, and discuss a wide variety of topics.
Unlike any of past technologies, New Media is grounded on an interactive community.[1]
Most technologies described as "new media" are digital, often having characteristics of being manipulated,
networkable, dense, compressible, and interactive.[2] Some examples may be the Internet, websites,
computer multimedia, video games, augmented reality, CD-ROMS, and DVDs. New media does not include
television programs (only analog broadcast), feature films, magazines, books, or paper-based publications
unless they contain technologies that enable digital interactivity.[3] Wikipedia, an online encyclopedia, is an
example, combining Internet accessible digital text, images and video with web-links, creative participation
of contributors, interactive feedback of users and formation of a participant community of editors and donors
for the benefit of non-community readers. Facebook is an example of the social media model, in which most
users are also participants. Wikitude is an example for augmented reality. It displays information about the
users' surroundings in a mobile camera view, including image recognition, 3d modeling and location-based
approach to augmented reality.

Contents
1 History
2 Definition
3 Globalization and new media
4 As tool for social change
5 National security
6 Interactivity and new media
7 Industry
8 Youth and new media
9 New media and political campaigns in the United States
10 See also
11 References
12 Further reading

History
In the 1960s, connections between computing and radical art began to grow stronger. It was not until the
1980s that Alan Kay and his co-workers at Xerox PARC began to give the computability of a personal
computer to the individual, rather than have a big organization be in charge of this. "In the late 1980s and
early 1990s, however, we seem to witness a different kind of parallel relationship between social changes
and computer design. Although causally unrelated, conceptually it makes sense that the Cold War and the
design of the Web took place at exactly the same time."[3]

Writers and philosophers such as Marshall McLuhan were instrumental in the development of media theory
during this period. His now famous declaration in Understanding Media: The Extensions of Man (1964) that
"the medium is the message" drew attention to the too often ignored influence media and technology
themselves, rather than their "content," have on humans' experience of the world and on society broadly.
Until the 1980s media relied primarily upon print and analog broadcast models, such as those of television
and radio. The last twenty-five years have seen the rapid transformation into media which are predicated
upon the use of digital technologies, such as the Internet and video games. However, these examples are
only a small representation of new media. The use of digital computers has transformed the remaining 'old'
media, as suggested by the advent of digital television and online publications. Even traditional media forms
such as the printing press have been transformed through the application of technologies such as image
manipulation software like Adobe Photoshop and desktop publishing tools.
Andrew L. Shapiro (1999) argues that the "emergence of new, digital technologies signals a potentially
radical shift of who is in control of information, experience and resources" (Shapiro cited in Croteau and
Hoynes 2003: 322). W. Russell Neuman (1991) suggests that whilst the "new media" have technical
capabilities to pull in one direction, economic and social forces pull back in the opposite direction.
According to Neuman, "We are witnessing the evolution of a universal interconnected network of audio,
video, and electronic text communications that will blur the distinction between interpersonal and mass
communication and between public and private communication" (Neuman cited in Croteau and Hoynes
2003: 322). Neuman argues that new media will:
Alter the meaning of geographic distance.
Allow for a huge increase in the volume of communication.
Provide the possibility of increasing the speed of communication.
Provide opportunities for interactive communication.
Allow forms of communication that were previously separate to overlap and interconnect.
Consequently, it has been the contention of scholars such as Douglas Kellner and James Bohman that new
media, and particularly the Internet, provide the potential for a democratic postmodern public sphere, in
which citizens can participate in well informed, non-hierarchical debate pertaining to their social structures.
Contradicting these positive appraisals of the potential social impacts of new media are scholars such as Ed
Herman and Robert McChesney who have suggested that the transition to new media has seen a handful of
powerful transnational telecommunications corporations who achieve a level of global influence which was
hitherto unimaginable.
Scholars, such as Lister et al. (2003), have highlighted both the positive and negative potential and actual
implications of new media technologies, suggesting that some of the early work into new media studies was
guilty of technological determinism whereby the effects of media were determined by the technology
themselves, rather than through tracing the complex social networks which governed the development,
funding, implementation and future development of any technology.
Based on the argument that people have a limited amount of time to spend on the consumption of different
media, Displacement theory argue that the viewership or readership of one particular outlet leads to the
reduction in the amount of time spent by the individual on another. The introduction of New Media, such as
the internet, therefore reduces the amount of time individuals would spend on existing "Old" Media, which
could ultimately lead to the end of such traditional media.[4]

Definition

Although there are several ways that New Media may be described, Lev Manovich, in an introduction to The
New Media Reader, defines New Media by using eight propositions:[3]
1. New Media versus Cyberculture Cyberculture is the various social phenomena that are associated
with the Internet and network communications (blogs, online multi-player gaming), whereas New
Media is concerned more with cultural objects and paradigms (digital to analog television, iPhones).
2. New Media as Computer Technology Used as a Distribution Platform New Media are the
cultural objects which use digital computer technology for distribution and exhibition. e.g. (at least for
now) Internet, Web sites, computer multimedia, Blu-ray disks etc. The problem with this is that the
definition must be revised every few years. The term "new media" will not be "new" anymore, as most
forms of culture will be distributed through computers.
3. New Media as Digital Data Controlled by Software The language of New Media is based on the
assumption that, in fact, all cultural objects that rely on digital representation and computer-based
delivery do share a number of common qualities. New media is reduced to digital data that can be
manipulated by software as any other data. Now media operations can create several versions of the
same object. An example is an image stored as matrix data which can be manipulated and altered
according to the additional algorithms implemented, such as color inversion, gray-scaling, sharpening,
rasterizing, etc.
4. New Media as the Mix Between Existing Cultural Conventions and the Conventions of
Software New Media today can be understood as the mix between older cultural conventions for
data representation, access, and manipulation and newer conventions of data representation, access,
and manipulation. The "old" data are representations of visual reality and human experience, and the
"new" data is numerical data. The computer is kept out of the key "creative" decisions, and is
delegated to the position of a technician. e.g. In film, software is used in some areas of production, in
others are created using computer animation.
5. New Media as the Aesthetics that Accompanies the Early Stage of Every New Modern Media
and Communication Technology While ideological tropes indeed seem to be reappearing rather
regularly, many aesthetic strategies may reappear two or three times ... In order for this approach to be
truly useful it would be insufficient to simply name the strategies and tropes and to record the
moments of their appearance; instead, we would have to develop a much more comprehensive
analysis which would correlate the history of technology with social, political, and economical
histories or the modern period.
6. New Media as Faster Execution of Algorithms Previously Executed Manually or through Other
Technologies Computers are a huge speed-up of what were previously manual techniques. e.g.
calculators. Dramatically speeding up the execution makes possible previously non-existent
representational technique. This also makes possible of many new forms of media art such as
interactive multimedia and video games. On one level, a modern digital computer is just a faster
calculator, we should not ignore its other identity: that of a cybernetic control device.
7. New Media as the Encoding of Modernist Avant-Garde; New Media as Metamedia Manovich
declares that the 1920s are more relevant to New Media than any other time period. Metamedia
coincides with postmodernism in that they both rework old work rather than create new work. New
media avant-garde is about new ways of accessing and manipulating information (e.g. hypermedia,
databases, search engines, etc.). Meta-media is an example of how quantity can change into quality as
in new media technology and manipulation techniques can recode modernist aesthetics into a very
different postmodern aesthetics.
8. New Media as Parallel Articulation of Similar Ideas in Post-WWII Art and Modern
Computing Post WWII Art or "combinatorics" involves creating images by systematically changing
a single parameter. This leads to the creation of remarkably similar images and spatial structures. This
illustrates that algorithms, this essential part of new media, do not depend on technology, but can be
executed by humans.

Globalization and new media

The rise of new media has increased communication between people all over the world and the Internet. It
has allowed people to express themselves through blogs, websites, videos, pictures, and other user-generated
media.
Flew (2002) stated that, "as a result of the evolution of new media technologies, globalization occurs."
Globalization is generally stated as "more than expansion of activities beyond the boundaries of particular
nation states".[5] Globalization shortens the distance between people all over the world by the electronic
communication (Carely 1992 in Flew 2002) and Cairncross (1998) expresses this great development as the
"death of distance". New media "radically break the connection between physical place and social place,
making physical location much less significant for our social relationships" (Croteau and Hoynes 2003: 311).
However, the changes in the new media environment create a series of tensions in the concept of "public
sphere".[6] According to Ingrid Volkmer, "public sphere" is defined as a process through which public
communication becomes restructured and partly disembedded from national political and cultural
institutions. This trend of the globalized public sphere is not only as a geographical expansion form a nation
to worldwide, but also changes the relationship between the public, the media and state (Volkmer,
1999:123).[7]
"Virtual communities" are being established online and transcend geographical boundaries, eliminating
social restrictions.[8] Howard Rheingold (2000) describes these globalised societies as self-defined networks,
which resemble what we do in real life. "People in virtual communities use words on screens to exchange
pleasantries and argue, engage in intellectual discourse, conduct commerce, make plans, brainstorm, gossip,
feud, fall in love, create a little high art and a lot of idle talk" (Rheingold cited in Slevin 2000: 91). For
Sherry Turkle "making the computer into a second self, finding a soul in the machine, can substitute for
human relationships" (Holmes 2005: 184). New media has the ability to connect like-minded others
worldwide.
While this perspective suggests that the technology drives and therefore is a determining factor in the
process of globalization, arguments involving technological determinism are generally frowned upon by
mainstream media studies.[9][10][11] Instead academics focus on the multiplicity of processes by which
technology is funded, researched and produced, forming a feedback loop when the technologies are used and
often transformed by their users, which then feeds into the process of guiding their future development.
While commentators such as Castells[12] espouse a "soft determinism"[13] whereby they contend that
"Technology does not determine society. Nor does society script the course of technological change, since
many factors, including individual inventiveness and entrpreneurialism, intervene in the process of scientific
discovery, technical innovation and social applications, so the final outcome depends on a complex pattern
of interaction. Indeed the dilemma of technological determinism is probably a false problem, since
technology is society and society cannot be understood without its technological tools." (Castells 1996:5)
This, however, is still distinct from stating that societal changes are instigated by technological development,
which recalls the theses of Marshall McLuhan.[14][15]
Manovich[16] and Castells[12] have argued that whereas mass media "corresponded to the logic of industrial
mass society, which values conformity over individuality," (Manovich 2001:41) new media follows the logic
of the postindustrial or globalized society whereby "every citizen can construct her own custom lifestyle and
select her ideology from a large number of choices. Rather than pushing the same objects to a mass
audience, marketing now tries to target each individual separately." (Manovich 2001:42).
Feminist Blogs Many forms of feminist media have been around for decades, but feminist blogs began to be
created around the 1990s when the term cyberfeminism surfaced. According to Barnett in her article,

Cyberfeminist Media and Activism,cyberfeminism is a term used to describe the intersection of new
technologies with the ideas of gender, sexuality, the body, and social equality. Feminist blogs were created
under the concepts of cyberfeminism and furthered the idea that new technologies could characterize
changes in society to aid in the hopes of womens equality.[17] There are hundreds of thousands of feminist
blogs online, and the topics discussed range from political and health issues to pop culture. Some of them
are so popular that they are globally known, and some are still being developed, but they all have the same
purpose. The multitude of feminist blogs are striving towards adding feminist perspective to certain issues in
society and to hold a platform for women to discuss a large variety of topics. Two examples of some of the
most popular feminist blog websites are: BlogHer.com and thefbomb.org.
BlogHer is one of the most popular feminist blog websites on the Internet today, and according to BlogHer,
its mission is to inspire women to use their voices and turn their passions into content and community.[18]
The initial idea of BlogHer was to hold a conference for feminist bloggers, but the idea flourished and turned
into something much larger. Three women with very different backgrounds but one singular goal met up in
Silicon Valley in 2005, and their goal was to give women bloggers a platform while turning a profit. The
three women were Lisa Stone, Elisa Camahort Page, and Jory Des Jardins. After the women met in Silicon
Valley, they created a conference for local women bloggers, and the ticket sold out, with three hundred
attendees. Because of the large turnout and excitement for this novelty place for women to convene and
discuss a variety of topics, the three women wanted a platform for women to be able to do that year-round.
From there came the idea to create a website. Although most blogging websites have a particular type of
topic that is discussed, BlogHer does not have a limit to the variety of content, as the topics range from
parenting, sex, and politics to food and entertainment. Not only does BlogHer provide women a platform to
discuss certain issues or to simply find a recipe for a Thanksgiving dish, but it also allows those women to
earn some money simultaneously. The BlogHer network works on a revenue-sharing model, so if a womans
blog gets one million impressions or more a month, the cut is sixty percent of the ad revenue, and if the blog
gets less than one million impressions, then the revenue share drops to fifty percent. Due to this revenuesharing system, some women who have a large amount of daily visitors are able to make a living by solely
blogging, while others cant necessarily make that their sole job. Regardless of whether the women are
blogging as a full-time job or not, it is still supplemental income while making their voices heard. Because
of the large focus on other social media platforms, such as Facebook and Twitter, many of the bloggers were
worried that BlogHer would begin to lose its visitors, but somehow the website has remained relevant and
profitable. There are many factors that have contributed to the success of the website. One of the factors is
that the business model of the website invests and manages a wide range of bloggers with differing audience
sizes. Another factor is that the website a mixture of both old and new media. Instead of just settling for the
success of the website, BlogHer continues to integrate face-to-face contact through different conferences,
such as BlogHer Food. Since 2005, the website has continued to grow. Even though traditional-minded
people in newsrooms and Silicon Valley told Lisa Stone that women would never go online, she proved
them wrong by being the CEO of BlogHer, which has successfully gained 76,000 registered bloggers and 20
million unique visitors monthly.[19]
Another very popular blogging website is calling the FBomb. The FBomb was created by Julie Zeilinger,
and she began creating it the summer after her sophomore year of high school. She became interested in
feminism in middle school when she was required to give a speech to graduate, and that is when she learned
of the horrific atrocities that happen to women across the world. She became inspired and that is what
sparked her passion in the fight towards womens rights and feminism. She had read many of the feminist
blogs, such as BlogHer and Feministing, but she realized that there was no feminist blog that was aimed
towards high school and college-aged feminists, so she decided to create one. The FBomb covers a wide
range of topics based on topics that make girls feel powerful and powerless, ranging from child marriages
and hate crimes, to girls in media and relationships.[20] According to the FBomb, its main mission is to
create a community and discussion amongst young women, and this is why there are no limits on

submissions per person. Although many people have questioned the title of the blog, Zeilinger states, In
this case the F Bomb stands for feminist. The fact that the F Bomb usually refers to a certain swear
word in popular culture is also not coincidental. The FBomb.org is loud, proud, sarcasticeverything
teenage feminists are today. [21] The title of the blog is significant because many people in the world see
feminism as a dirty word, and the title just emphasizes how the term feminism is so stigmatized
nowadays. It is a way for women to proudly reclaim the word.
As BlogHer and FBomb have proven, the Internet and other communication technologies have the potential
to support the social empowerment of women, and the promotion of gender equality. The blogosphere has
given women a powerful voice and has allowed those with alternative points of view to speak up. In Trish
Wilsons article Women in the Blogosphere, she discusses a few challenges that women face while
blogging. She states that although blogging has such a large potential, many problems have arisen because
of peoples tendencies to label womens blogs as journals or personal diaries due to the personalized
voice, and this results in the blogs being taken less seriously.[22] Regardless of these challenges, feminist
blogs continue to grow and thrive, and they are crucial in publicly writing about feminism and social justice.
Blogs are very advantageous in the fight towards gender equality because they are powerful conversational
tools with the potential to reach a wide audience. They allow messages to be heard through story sharing,
encouragement, education, and positive images. This is extremely important because of the low numbers of
women working in the mainstream media. A 2001 report by the International Federation found that only
thirty-eight percent of all journalists are women.[23] People in society are constantly exposed with
unattainable standards of beauty and pressures to be a specific way, such as with objectification of women in
advertisements, and the purpose of feminist blogs is to generate insights about important issues that affect
people every day. Blogging for the good of society and substituting those objectifying messages for social
change is a demand for society to create gender equality in the world. Blogs have created a medium to fight
for gender equality, social change, and social justice.[24] They have also truly expressed to people what
feminism really is, and this has created an influx of newcomers into the ideologies of feminism and the
revolution. Courtney Martin, a co-editor of Feministing, which is another well-known feminist blog, stated,
We get mail from teenaged girls in the middle of Iowa who say, I stumbled on your site and realized
feminism isnt about man-hating and Birkenstocks. Its actually kind of cool and counter-cultural. These
feminists blog greatly help further the feminist movement and through the years have made feminism what it
is today. Feminism is constantly changing, but it has and always will be the fight towards equality for
everyone: women, children, and yes, men.[25] In bell hooks book Feminism is for Everybody she states that
feminism is a fight that everyone should be fighting. She says that the messages of feminism need to be
heard, so she states, Let's have T-shirts and bumper stickers and postcards and hip-hop music, television
and radio commercials, ads everywhere and billboards, and all manner of printed material that tells the
world about feminism. We can share the simple yet powerful message that feminism is a movement to end
sexist oppression. Let's start there. Let the movement begin again. [26] All of these feminist blogs are
fulfilling her recommendations, and the impact on people in the world is tremendous and continuing to grow
more and more every day. People are learning the true meaning of feminism and are given a platform to
continue to advance the revolution and make their voices heard.

As tool for social change

Social movement media has a rich and storied history (see Agitprop) that has changed at a rapid rate since
New Media became widely used.[27] The Zapatista Army of National Liberation of Chiapas, Mexico were
the first major movement to make widely recognized and effective use of New Media for communiques and
organizing in 1994.[27] Since then, New Media has been used extensively by social movements to educate,
organize, share cultural products of movements, communicate, coalition build, and more. The WTO

Ministerial Conference of 1999 protest activity was another landmark in the use of New Media as a tool for
social change. The WTO protests used media to organize the original action, communicate with and educate
participants, and was used as an alternative media source.[28] The Indymedia movement also developed out
of this action, and has been a great tool in the democratization of information, which is another widely
discussed aspect of new media movement.[29] Some scholars even view this democratization as an
indication of the creation of a "radical, socio-technical paradigm to challenge the dominant, neoliberal and
technologically determinist model of information and communication technologies."[30] A less radical view
along these same lines is that people are taking advantage of the Internet to produce a grassroots
globalization, one that is anti-neoliberal and centered on people rather than the flow of capital.[31] Of course,
some are also skeptical of the role of New Media in Social Movements. Many scholars point out unequal
access to new media as a hindrance to broad-based movements, sometimes even oppressing some within a
movement.[32] Others are skeptical about how democratic or useful it really is for social movements, even
for those with access.[33]
New Media has also found a use with less radical social movements such as the Free Hugs Campaign. Using
websites, blogs, and online videos to demonstrate the effectiveness of the movement itself. Along with this
example the use of high volume blogs has allowed numerous views and practices to be more widespread and
gain more public attention. Another example is the ongoing Free Tibet Campaign, which has been seen on
numerous websites as well as having a slight tie-in with the band Gorillaz in their Gorillaz Bitez clip
featuring the lead singer 2D sitting with protesters at a Free Tibet protest. Another social change seen
coming from New Media is trends in fashion and the emergence of subcultures such as Text Speak,
Cyberpunk, and various others.
Following trends in fashion and Text Speak, New Media also makes way for "trendy" social change. The Ice
Bucket Challenge is a recent example of this. All in the name of raising money for ALS (the lethal
neurodegenerative disorder also known as Lou Gehrig's disease), participants are nominated by friends via
Facebook to dump a bucket of ice water on themselves, or donate to the ALS Foundation. This became a
huge trend through Facebook's tagging tool, allowing nominees to be tagged in the post. The videos
appeared on more people's feeds, and the trend spread fast. This trend raised over 100 million dollars for the
cause and increased donations by 3,500 percent.

National security
New Media has also recently become of interest to the global espionage community as it is easily accessible
electronically in database format and can therefore be quickly retrieved and reverse engineered by national
governments. Particularly of interest to the espionage community are Facebook and Twitter, two sites where
individuals freely divulge personal information that can then be sifted through and archived for the
automatic creation of dossiers on both people of interest and the average citizen.[34]
New media also serves as an important tool for both institutions and nations to promote their interest and
values (The contents of such promotion may vary according to different purposes). Some communities
consider it an approach of peaceful evolution that may erode their own nations system of values and
eventually compromise national security.

Interactivity and new media

Interactivity has become a term for a number of new media use options evolving from the rapid
dissemination of Internet access points, the digitalization of media, and media convergence. In 1984, Rice
defined new media as communication technologies that enable or facilitate user-to-user interactivity and
interactivity between user and information.[35] Such a definition replaces the "one-to-many" model of
traditional mass communication with the possibility of a "many-to-many" web of communication. Any
individual with the appropriate technology can now produce his or her online media and include images,
text, and sound about whatever he or she chooses.[36] Thus the convergence of new methods of
communication with new technologies shifts the model of mass communication, and radically reshapes the
ways we interact and communicate with one another. In "What is new media?" Vin Crosbie[37] (2002)
described three different kinds of communication media. He saw Interpersonal media as "one to one", Mass
media as "one to many", and finally New Media as Individuation Media or "many to many".
When we think of interactivity and its meaning, we assume that it is only prominent in the conversational
dynamics of individuals who are face-to-face. This restriction of opinion does not allow us to see its
existence in mediated communication forums. Interactivity is present in some programming work, such as
video games. It's also viable in the operation of traditional media. In the mid 1990s, filmmakers started using
inexpensive digital cameras to create films. It was also the time when moving image technology had
developed, which was able to be viewed on computer desktops in full motion. This development of new
media technology was a new method for artists to share their work and interact with the big world. Other
settings of interactivity include radio and television talk shows, letters to the editor, listener participation in
such programs, and computer and technological programming.[38] Interactive new media has become a true
benefit to every one because people can express their artwork in more than one way with the technology that
we have today and there is no longer a limit to what we can do with our creativity.
Interactivity can be considered a central concept in understanding new media, but different media forms
possess different degrees of interactivity,[39] and some forms of digitized and converged media are not in
fact interactive at all. Tony Feldman[40] considers digital satellite television as an example of a new media
technology that uses digital compression to dramatically increase the number of television channels that can
be delivered, and which changes the nature of what can be offered through the service, but does not
transform the experience of television from the user's point of view, and thus lacks a more fully interactive
dimension. It remains the case that interactivity is not an inherent characteristic of all new media
technologies, unlike digitization and convergence.
Terry Flew (2005) argues that "the global interactive games industry is large and growing, and is at the
forefront of many of the most significant innovations in new media" (Flew 2005: 101). Interactivity is
prominent in these online video games such as World of Warcraft, The Sims Online and Second Life. These
games, which are developments of "new media," allow for users to establish relationships and experience a
sense of belonging that transcends traditional temporal and spatial boundaries (such as when gamers logging
in from different parts of the world interact). These games can be used as an escape or to act out a desired
life. Will Wright, creator of The Sims, "is fascinated by the way gamers have become so attached to his
invention-with some even living their lives through it".[41] New media have created virtual realities that are
becoming virtual extensions of the world we live in. With the creation of Second Life and Active Worlds
before it, people have even more control over this virtual world, a world where anything that a participant
can think of can become a reality.[42]
New Media changes continuously because it is constantly modified and redefined by the interaction between
users, emerging technologies, cultural changes, etc.

New forms of New Media are emerging like Web 2.0 tools Facebook and YouTube, along with video games
and the consoles they are played on. It is helping to make video games and video game consoles branch out
into New Media as well. Gamers on YouTube post videos of them playing video games they like and that
people want to watch. Cultural changes are happening because people can upload their gaming experiences
to a Web 2.0 tool like Facebook and YouTube for the world to see. Consoles like the Xbox One and the
PlayStation 4 have WiFi connectivity and chat rooms on most of their video games that allow gamer-togamer conversations around the world. They also allow people to connect to YouTube, so if they
stream/record a gamer, it allows for easy uploading to YouTube for the world to see. Even the older video
game consoles are becoming new media because YouTube can display the walkthroughs and let's plays of
the game. YouTube gaming is evolving because some YouTubers are getting wealthy and earning money
from their videos. The more people that become YouTube members, the popular YouTube becomes and the
more it starts emerging as a new source of media, along with video games and consoles. The chat
room/online gaming/WiFi consoles are getting the highest increase in popularity because they are not only
the most advanced, but because of the newest video games being created that the majority of the gaming
community wants to buy, play and watch. The older video games and consoles also get popularity, but from
YouTube's capabilities of uploading them to the gamer's channels for everyone to see. The older games get
popularity from the communities nostalgia of the game(s), and the old school graphics and gameplay that
made people see how old-school technology was the best at some point in time. Facebook helps those video
games and consoles get popularity as well. People can upload the videos they create to Facebook as well.
Facebook is a much larger website with a lot more users, so people use Facebook to spread their gaming
content as well. When they utilize Facebook and YouTube as sources to spread their videos, it allows the
"New Media" dream to start becoming a reality. Video Games and the Game Consoles, along with YouTube
are starting to emerge as the next best things of the New Media industry.

Industry
The new media industry shares an open association with many market segments in areas such as
software/video game design, television, radio, mobile and particularly movies, advertising and marketing,
through which industry seeks to gain from the advantages of two-way dialogue with consumers primarily
through the Internet. As a device to source the ideas, concepts, and intellectual properties of the general
public, the television industry has used new media and the Internet to expand their resources for new
programming and content. The advertising industry has also capitalized on the proliferation of new media
with large agencies running multi-million dollar interactive advertising subsidiaries. Interactive websites and
kiosks have become popular. In a number of cases advertising agencies have also set up new divisions to
study new media. Public relations firms are also taking advantage of the opportunities in new media through
interactive PR practices. Interactive PR practices include the use of social media[43] to reach a mass
audience of online social network users.
The new media industry is noted as cool, creative and egalitarian. The working environments are thought of
as relaxed and non-hierarchal. When depicted in television shows and films, standard tropes are used to
show how workers are creative, hip and come from diverse backgrounds. They are usually living in an urban
setting. As depicted in the HBO series, Silicon Valley, workers are from all different nationalities and follow
the alluring dorky, yet endearing personality types. What are often overlooked in these portrayals are the
stresses and gender inequalities in this field. Most workers face job instability. The industry is also
predominately filled with young white males.
With the rise of the Internet, many new career paths were created. Before the rise, many technical jobs were
seen as nerdy. The Internet led to creative work that was seen as laid-back and diverse amongst sex, race,
and sexual orientation. Web design, gaming design, webcasting, blogging, and animation are all creative
career paths that came with this rise. At first glance, the field of new media may seem hip, cool, creative and

relaxed. What many dont realize is that working in this field is tiresome. Many of the people that work in
this field dont have steady jobs. Work in this field has become project-based. Individuals work project to
project for different companies. Most people are not working on one project or contract, but multiple ones at
the same time. Despite working on numerous projects, people in this industry receive low payments, which
is highly contrasted with the techy millionaire stereotype. It may seem as a carefree life from the outside, but
it is not. New media workers work long hours for little pay and spend up to 20 hours a week looking for new
projects to work on.[44]
Women are also underrepresented. They make up less than a quarter of the information and communication
technology workforce and this percentage in on a decline, according the Baroness Margaret Jay, MP,
Minister of Women. She believes that women need to be encouraged to enter the ICT (Information and
Communication Technology) industry. When they do hold jobs in this field, they are paid considerably less.
The ideology of new media careers as an egalitarian and stress-free environment is a myth. It is a game of
networking and thriving at what you are capable of. Many workers face job instability. Inequality within this
field exists due to the informality and flexibility of this career path.
Within the Industry, many Companies have emerged or transformed to adapt to the fast moving exciting
opportunities that new media offers. The following companies are great examples of the changing landscape
of companies/agencies whom have redeveloped, added or changed services to offer new media services.[45]
Brand New Media [46]
Adcore Creative [47]
Seven West Media [48]

Youth and new media

Based on nationally representative data, a study conducted by Kaiser Family Foundation in five-year
intervals in 199899, 200304, and 200809 found that with technology allowing nearly 24-hour media
access, the amount of time young people spend with entertainment media has risen dramatically, especially
among Black and Hispanic youth.[49] Today, 818 year-olds devote an average of 7 hours and 38 minutes
(7:38) to using entertainment media in a typical day (more than 53 hours a week) about the same amount
most adults spend at work per day. Since much of that time is spent 'media multitasking' (using more than
one medium at a time), they actually manage to spend a total of 10 hours and 45 minutes worth of media
content in those 7 hours per day. According to the Pew Internet & American Life Project, 96% of 1829
year olds and three-quarters (75%) of teens now own a cell phone, 88% of whom text, with 73% of wired
American teens using social networking websites, a significant increase from previous years.[50] A survey of
over 25000 9- to 16-year-olds from 25 European countries found that many underage children use social
media sites despite the site's stated age requirements, and many youth lack the digital skills to use social
networking sites safely.[51]
The role of cellular phones, such as the iPhone, has created the inability to be in social isolation, and the
potential of ruining relationships. The iPhone activates the insular cortex of the brain, which is associated
with feelings of love. People show similar feelings to their phones as they would to their friends, family and
loved ones. Countless people spend more time on their phones, while in the presence of other people than
spending time with the people in the same room or class.[52]

New media and political campaigns in the United States

In trying to determine the impact of new media on political campaigning and electioneering, the existing
research has tried to examine whether new media supplants conventional media. Television is still the
dominant news source, but new media's reach is growing. What is known is that: New media has had a
significant impact on elections and what began in the 2008 presidential campaign established new standards
for how campaigns would be run. Since then, campaigns also have their outreach methods by developing
targeted messages for specific audiences that can be reached via different social media platforms. Both
parties have specific digital media strategies designed for voter outreach. Additionally, their websites are
socially connected, engaging voters before, during, and after elections. Email and text messages are also
regularly sent to supporters encouraging them to donate and get involved.[53] Some existing research focuses
on the ways that political campaigns, parties, and candidates have incorporated new media into their political
strategizing. This is often a multi-faceted approach that combines new and old media forms to create highly
specialized strategies. This allows them to reach wider audiences, but also to target very specific subsets of
the electorate. They are able to tap into polling data and in some cases harness the analytics of the traffic and
profiles on various social media outlets to get real-time data about the kinds of engagement that is needed
and the kinds of messages that are successful or unsuccessful.[53] One body of existing research into the
impact of new media on elections investigates the relationship between voters' use of new media and their
level of political activity. They focus on areas such as "attentiveness, knowledge, attitudes, orientations, and
engagement" (Owen, 2011). In references a vast body of research, Owen (2011) points out that older studies
were mixed, while "newer research reveals more consistent evidence of information gain".[53]
Some of that research has shown that there is a connection between the amount and degree of voter
engagement and turnout (Owen, 2011). However, new media may not have overwhelming effects on either
of those. Other research is tending toward the idea that new media has reinforcing effect, that rather than
completely altering, by increasing involvement, it "imitates the established pattern of political participation"
(Nam, 2012). After analyzing the Citizenship Involvement Democracy survey, Nam (2012) found that "the
internet plays a dual role in mobilizing political participation by people not normally politically involved, as
well as reinforcing existing offline participation." These findings chart a middle ground between some
research that optimistically holds new media up to be an extremely effective or extremely ineffective at
fostering political participation [54]
Towner (2013) found, in his survey of college students, that attention to new media increases offline and
online political participation particularly for young people. His research shows that the prevalence of online
media boosts participation and engagement. His work suggests that "it seems that online sources that
facilitate political involvement, communication, and mobilization, particularly campaign websites, social
media, and blogs, are the most important for offline political participation among young people".[55]
Deliberation When gauging effects and implications of new media on the political process, one means of
doing so is to look at the deliberations that take place in these digital spaces (Halpern & Gibbs, 2013). In
citing the work of several researchers, Halpern and Gibbs (2003) define deliberation to be "the performance
of a set of communicative behaviors that promote thorough discussion. and the notion that in this process of
communication the individuals involved weigh carefully the reasons for and against some of the
propositions presented by others".[56]
The work of Halpern and Gibbs (2013) "suggest that although social media may not provide a forum for
intensive or in-depth policy debate, it nevertheless provides a deliberative space to discuss and encourage
political participation, both directly and indirectly". Their work goes a step beyond that as well though
because it shows that some social media sites foster a more robust political debate than do others such as
Facebook which includes highly personal and identifiable access to information about users alongside any
comments they may post on political topics. This is in contrast to sites like YouTube whose comments are
often posted anonymously.[56]

See also
2000s in the music industry
Augmented Reality
Collective intelligence
Cybertext
Digital media
Digital art
Distance Education
Digital rhetoric
Electronic media
Global Editors Network (GEN)
Information Age
Interactive media
Interactive PR
Mass media
Mass collaboration
Multimedia
New media art
New media artist
New Media Film Festival
New media studies
Old media
Residual media
Social media
Media intelligence
User-generated content
Web 2.0
[8]

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Orgad, Shani. (November 2006). This Box Was Made For Walking. Nokia, 21.

Further reading
Poynter Institute: New Media Timeline (1969-2010)
(http://www.poynter.org/content/content_view.asp?id=75953) created by David B. Shedden, Library
Director at Poynter Institute
Wardrip-Fruin, Noah and Nick Montfort, ed. (2003). The New Media Reader. The MIT Press. ISBN 0262-23227-8.
Leah A. Lievrouw, Sonia Livingstone (ed.), The Handbook of New Media, SAGE, 2002
Logan, Robert K. (2010) Understanding New Media: Extending Marshall McLuhan, New York: Peter
Lang Publishing.
Croteau and Hoynes (2003) Media Society: Industries, Images and Audiences (third edition) Pine
Forge Press: Thousand Oakes.
Flew and Humphreys (2005) "Games: Technology, Industry, Culture" in Terry Flew, New Media: an
Introduction (second edition), Oxford University Press: South Melbourne.
Holmes (2005) "Telecommunity" in Communication Theory: Media, Technology and Society,
Cambridge: Polity.
Scharl, A. and Tochtermann, K., Eds. (2007). The Geospatial Web How Geobrowsers, Social
Software and the Web 2.0 are Shaping the Network Society. London: Springer.
Turkle, Sherry (1996) "Who am We?" Wired magazine, 4.01, published January 1996,[2]
(http://www.wired.com/wired/archive/4.01/turkle_pr.html)
Andrade, Kara, Online media can foster community
(http://journalist.org/2005conference/archives/000367.php), Online News Association Convention,
October 29, 2005.
Mark Tribe and Reena Jana, New Media Art, Taschen, 2006. ISBN 3-8228-3041-0.
Robert C. Morgan, Commentaries on the New Media Arts Pasadena, CA: Umbrella Associates,1992
Foreword. Manovich, Lev. The Language of New Media
(http://leonardo.info/isast/leobooks/books/manovich.html), Cambridge: MIT Press/Leonardo Books,
2001. ISBN 0-262-63255-1.
Kennedy, Randy. "Giving New Life to Protests of Yore"
(http://www.nytimes.com/2007/07/28/arts/design/28mall.html?
ex=1343361600&en=ae3bc6d9644cfbc9&ei=5124&partner=permalink&exprod=permalink), The
New York Times, July 28, 2007.
Immersive Ideals / Critical Distances : A Study of the Affinity Between Artistic Ideologies Based in
Virtual Reality and Previous Immersive Idioms (http://www.eyewithwings.net/nechvatal/ideals.htm)
by Joseph Nechvatal 1999 Planetary Collegium

Why New Media Isn't: A Personal Journey by David Shedden (2007)

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