New Forms of Media Publishing

Discuss in-depth the newest trends/issues pertaining to one new publishing form and relate to how it has altered communication in a new media ecosystem.

As rapid expansion of the internet in recent years has caused the emergence of new media, which includes online journalism, vlog such as Youtube, Micro Blogging such as Facebook, and Twitter, and Social Networking sites are the latest trends (Thorsten et al. 2010, p.311).

New Media of Communications

(Source: http://www.penn-olson.com/)

According to Sula (2011, p. 2), in the business environment, the social networking, for instance, Facebook has encouraged marketers revamping the marketing strategy from mass orientation to a customised or individualised orientation.

This is because a two-way communication will be built up between the customers and the company through Facebook. By this way, customers are allowed to share their experience, and information will be exchanged in a real time. Thus, customer relationship management has been enhanced, and then allow the company better serves their customer’s needs and wants.

As a consequence of a more effective social connection by the new media, it has caused marketers shift from traditional media such as TV, newspaper, and magazine to a new media trend as their main communicational tool with key customers (Thorsten et al. 2010, p.311).

Therefore, the moving from traditional media to new media has shifted human’s learning process as information receiver from print-based text to multimodal text, which involves the integration of spoken or written language, images, music and sound of communication rather than single mode (written text) of communication (Walsh 2006, p. 24).

Thus via Facebook, the customers are freedom to choose the pathway of communication (by photos, or by written text, or by emotion icon) with the company to make an interaction, but not just get the information from a piece of paper as in the traditional media such as newspaper.

Asus using Facebook as Communication Tool with Customers

(Source: Facebook 2011)

References

Sula, JG 2011, ‘New Media Impact on Society’, viewed 24 August 2011, <http://snl.depaul.edu/writing/New_Media's_Impact_on_Society.pdf>.

Thorsten, et al. 2010, ‘The Impact of New Media on Customer Relationships’, Journal of Service Research, vol. 13, no.3, pp. 311-330, <http://jsr.sagepub.com/content/13/3/311.full.pdf+html>.

Walsh, M 2006, ‘‘The Textual Shift’: Examining the Reading Process with Print, Visual and Multimodal Texts’, Australian Journal of Language and Literacy, vol. 29, no. 1, pp. 24-37 <http://search.informit.com.au/documentSummary;dn=063500573261111;res=IELHSS>.