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The role of the traditional media and social media in the developed world.

Angela Poveda Álvarez

International student

Pathway 1

Alexandra Chavez-Gallardo

Thursday, September 20, 2022

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The role of the traditional media and social media in the developed world.

For a company from the last century (Referring to the 20th century, which was not so long ago)

communicating was: defining objectives, developing strategies, preparing messages, and disseminating

them mainly in two ways: in the media, through what today we call “traditional advertising”. It would be

tried that such publicity had a direct impact on the target audience. How? Physical spaces were purchased

at points likely to be seen by a discriminated public (posters, billboards, advertisements, television, radio,

merchandising, sponsorship, etc.), and at these points, the messages would be disseminated in the most

direct way possible.

But the expansion of the Internet and the massive dissemination of corporate communication offered

by this new medium has led to a change in the communication strategies of all companies.

Having to quickly incorporate tools such as emails, banners, social media, mobile, and other digital

media that, today, are essential for any communication strategy. This means that, with the new means of

communication, not only is it possible to transmit a message or idea but it is also allowed to interact and

collaborate with all the people who use it and who are interconnected on the network. The change has

been important at this point, generating controversy about the supposed substitution of the classic media

such as radio, television, press, etc., by the Internet. Until now, the birth of a new medium entailed

substitution and differentiation regarding the previous ones; however, in the evolution of new

technologies this has not been the case, rather, the previous media has been complemented and must

improve their presence on the Internet.

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The electronic media manage to segment the recipients of the messages thematically, the new online

communication and information tools allow not only direct communication but also specific objectives

such as similar demographic, professional, or economic profiles, but they are aimed at individuals since

the Internet allows them to respond to the specific information demands of each user.

The conclusion that can be drawn from all this is that a new scenario has been created that creates a

need to redefine the profile of communication professionals, as well as the content offered, the format

used, the media, and the selection of the target audience that is intended to impact.

(Word count: 372)

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References

Han, R.; Xu, J. A. (2020) “Comparative Study of the Role of Interpersonal Communication, Traditional

Media, and social media in Pro-Environmental Behavior: A China-Based Study. Int. J. Environ”. Res.

Public Health 2020, 17, 1883. https://doi.org/10.3390/ijerph17061883

Han, Ruixia, and Jian Xu. (2020). "A Comparative Study of the Role of Interpersonal Communication,

Traditional Media and Social Media in Pro-Environmental Behavior: A China-Based Study" International

Journal of Environmental Research and Public Health 17, no. 6: 1883.

https://doi.org/10.3390/ijerph17061883

Odun, O., & Utulu, A. U. (2015). Is the New Media Superior to the Traditional Media for Advertising. Asian

Journal of Economic Modelling, 4(1), 57–69.

https://doi.org/10.18488/journal.8/2016.4.1/8.1.57.69