(12) Global Media Cultures

Media

Refers to the different forms of technology used in transmitting messages, ideas, and opinions to a large and diverse group of people from different places.

• Traditional Media

• New Media

Two categories of mass media:

Traditional Media

Refers to the conventional means of mass communication

• Television Advertisements

• Radio Advertising

• Print Advertising

• Billboards and Off-Site Signs

• Cold Calling

• Door-to-Door Sales

Examples of Traditional Media?

Television Advertisements

These are commercials broadcast on TV channels to reach a wide audience.

Radio Advertising

Radio stations air advertisements during their programs.

Print Advertising

This includes newspaper ads, magazine spreads, and brochures.

Billboards and Off-Site Signs

Large outdoor displays along highways or in public spaces.

Cold Calling

Sales representatives make unsolicited phone calls to potential clients.

Door-to-Door Sales

Salespeople visit homes or businesses to promote products.

New Media

Also called digital media, primarily involves methods that are online or connected to the Internet.

digital media

New Media is also called ________, primarily involves methods that are online or connected to the Internet.

• Search Engine Optimization (SEO)

• Pay-Per-Click (PPC) Advertising

• Content Marketing

• Social Media

• Email Marketing

Examples of New Media

Search Engine Optimization (SEO)

Techniques to improve a website’s visibility on search engines like Google.

Pay-Per-Click (PPC) Advertising

Online ads where advertisers pay only when users click on them.

Content Marketing

Creating valuable content (blogs, videos, etc.) to attract and engage audiences.

Social Media

Platforms like Facebook, Instagram, Twitter, and LinkedIn for sharing content and interacting with users.

Email Marketing

Sending targeted emails to promote products or services.

• Distribution and Access

• Consumer Interaction

• Cost and Reach

Differences Between Traditional and New Media:

Distribution and Access

Traditional media is usually distributed through channels like television, radio, or print. New media relies on digital channels accessible via the Internet.

Consumer Interaction

Traditional media tends to be one-way communication (from business to consumer). New media allows for interactive communication and engagement with audiences.

Cost and Reach

Traditional media can be expensive (e.g., TV ads during prime time). New media often offers cost-effective options with targeted reach.