word. Rather than being pushed out to the audience all at the same time, be it once an hour oronce a day on the web, the audience seeks up a database that then presents the information tothe audience. That means that the information never leaves the producer entirely, unless of course someone downloads the website, and the information can therefore be worked oncontinuously.This is possible because different modes or patterns of communication are at work. UsingBoudewijk and van Kaams model (McQuail 2002) over different patterns of communication itcan be argued that in traditional media the dominant form of communication has been one of
where the traditional producer dictates
is being presented to the audience and
it is being presented.The communication mode describing the situation for websites is labelled
. This is when the producer of information still is controlling what content isavailable to the audience but to a lesser extent controls when it is being accessed. Thiscommunication pattern has a lot in common with for instance going to a library.The shift in communication patterns are central in understanding the concept of immediacy asit is a underlying foundation for changes in news cycle and the increase in speed with which newsare published.
Shortened news cycle
The news cycle, the predictable and rhythmic pattern when something is published, will mostlikely change when news is published on the Internet. For sake of illustration, the paper willcompare online news with traditional newspapers because the difference here will be greater thanfor radio and TV news. A newspaper will typically distribute its news once a day and therefore the news cycle will be24 hours. The journalist will have a deadline to work against and it is predictable when the
There are other modes of communication in Boudewijks and van Kaams model that are at work when people visits websites but those are not central within the immediacy context.