DMD C6 Impact of New Media in Journalism, Advertising and Public Relations

Impact of New Media

Learning Outcomes

• Identify the impact of new media in various industries.

• Evaluate the impact of new media in Journalism, Advertising, and Public Relations (PR).

Impacts of New Media

• The Impact of New Media on Politics

• The Impact of New Media on Society

• The Impact of New Media on Commerce

• The Impact of New Media on the World of Work

• The Impact of New Media on Training and Development

• The Challenges of New Media

• The Impact of New Media on Relationships

The Impact of New Media on Politics

• Pew Research study indicates that one in five U.S. adults get political news primarily through social media.

• Those who get news through social media are often less informed and more exposed to unproven claims compared to those who use traditional news sources.

• Social networks are playing an increasingly important role in electoral politics.

• New media facilitates communication and the formation of influential social organizations among marginalized groups.

The Impact of New Media on Society

• Almost a quarter of the world's population is on Facebook.

• In the U.S., nearly 80% of internet users are on Facebook.

• Social networks become more powerful as they grow due to increased interactions.

• The internet allows individuals with marginal views to find each other and create communities.

• New media increases the visibility of social, ethical, environmental, and political issues.

• Increased visibility shifts the balance of power from a few to the masses.

The Flipside: Slacktivism

• Social media activism may not translate into real change.

• People may limit their support to 'liking' or sharing content without actively engaging in real-life campaigns.

• A 2013 study by the University of British Columbia's Sauder School of Business found that offering the option to 'like' a social cause can deter people from committing time and money to it.

• Public endorsements may be driven by a desire to satisfy others' opinions, while private giving is more aligned with personal values.

• Peer pressure may influence how people respond to political polls, misrepresenting their true intentions.

The Impact of New Media on Commerce

• Most organizations use social media to reach customers and prospects.

• Businesses use social media to generate insights, stimulate demand, and create targeted product offerings.

• Social networks within the workplace can strengthen knowledge sharing, improve project management, and enable the spread of specialized knowledge.

The Flipside: Negative Social Proof

• Low social 'shares' can lead to negative social proof and damage business credibility.

• Removing social sharing buttons can sometimes increase conversions.

• A case study of Taloon.com found that conversions rose by 11.9% when they removed share buttons from their product pages. \%11.9

• Dr. Paul Marsden refers to the effect of share numbers on customer trust as 'social proof.'

The Impact of New Media on the World of Work

• Social media has significantly impacted recruitment and hiring.

• Professional social networks like LinkedIn allow individuals to create and market a personal brand.

• 19% of hiring managers make hiring decisions based on information found on social media.

• According to CareerBuilder's 2018 social media recruitment survey, 70% of employers use social networking sites to research job candidates. \%70

The Impact of New Media on Training and Development

• Job candidates with skills in the latest social media techniques are more employable.

• A 2020 survey by OnePoll found that 68% of students and 65% of parents believe social media will be a useful tool in high school. \%68\%65

• Blogs, wikis, LinkedIn, Twitter, Facebook, and podcasts are common learning tools.

• New media has contributed to the increase in long-distance online learning.

The Challenges of New Media

• It is difficult to establish the long-term consequences of new media.

• Heavy social media use is linked to an increased risk of depression, self-harm, anxiety, and loneliness.

Fear of Missing Out (FOMO)

• FOMO is the feeling that others are living better lives or having more fun.

Cyberbullying

• Social media can exacerbate pressure on teenagers to fit in and be popular.

• The Cyberbullying Institute’s 2019 survey found that over 36% of U.S. middle and high school students have been cyberbullied, with 30% victimized more than once. \%36\%30

• Almost 15% admitted to cyberbullying at least once, and nearly 11% admitted to doing it more than once. \%15\%11$$

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Lack of Privacy

• Stalking, identity theft, personal attacks, and misuse of information are threats faced by social media users.

• Users often share content that should not be public.

The Impact of New Media on Relationships

• Social media can encourage 'social media friendships' over real friendships.

• The term 'friend' on social media is weaker than traditional friendship.

• Real friends know each other, interact face to face, and have a personal bond.

Evaluating the Impact of New Media in Journalism, Advertising and PR

Impact of New Media in Journalism

• Technology has blurred the line between news bringers and journalists.

• The identity of the journalist is of growing importance.

• Online journalism is affected by the increase in internet use and user-generated content (UGC).

• Studies show a boost in reader participation and feedback in the news generation process.

• A journalist's biggest challenge is maintaining credibility and combating accusations of