Social and Traditional Mainstream Media of Communication: Synergy and Variance Perspective
Online Journal of Communication and Media Technologies
Social media are computer mediated tools that allow people to create, share or exchange information, ideas, pictures/videos in implicit communities and networks such as Facebook, Twitter, Baddo, Instagram among others. Whereas Traditional Media refer to those media that communicates identical messages in a one-way route to very large mass audiences, which are assumed to be homogeneous. Social media is at variance with Traditional media in production of media content; whereby social media
... social media content have now become more generally dispersed throughout the population, rather than restricted to media professionals, and there is more accessibility, quality and interactivity. Social media and the Traditional media share a relationship in advertisement, entertainment and news among others. The study postulates that although social media have come to stay, the traditional media will continue to strive in complimenting the social media. The emergence of social media has increase interactivity among people, making them to be producers and consumers of information in a simultaneous manner. Social media such as Facebook, Twitter, 2go, etc. have brought tremendous improvement in the communication system, it has provided different entertainment functions which serve as a tool for social change. With the aid of the internet a user can form his/her own page, access to news online easily and upload business and advertisement online in order to get customers to purchase products. It is also an avenue to share or upload pictures of individual or events, groups can be formed to meet people with similar interests According to (Kim, kim and Kim, 2010): Social media are the emerging digital communication channels which create a user oriented information sharing ground where any people can generate or subscribe information content as both information provider and consumer. Although social media are powerful tools that has improved interactivity in communication, and reduced the utilization of traditional media, there are still some complimentary role it shares with traditional media in terms of news, advertisement, reaching large audiences among others. Whereas, variances traditional media shares with social media includes quality, frequency, usability, immediacy, and permanence (Social Media, 2013). Against this backdrop, the study seeks to explicate the variances and synergy social media shares with traditional mainstream media. Literature Review Literature reviews are embedded on documented sources by other authors related to the study.