Journal #3- Communication Technology "New Directions for Media"
New reasons and methods of communication are being developed each and every day by the new media industry. The new media indusrty has the luxury "to create and work on an emerging medium". However because it the meduim is so new, they have no guidelines to follow. Therefore, the new media is literally creating new ways for the world to communicate. Last spring, a conference consisting of media editors, students, producers and researchers met in search for the answer of the clear cyberpath to follow. Instead of finding answers, they discovered that internet guidelines are highly debatable and the direction of the medium is unclear.
The reason why it the direction the media must take online is so unclear is because the organizations are unsure how the end users are going to make use of their web experiences. Simply, the press isn't sure about how to reach their public. "Many agreed that interactivity is the 'epa center' of new media content". Producers of the new media want to engage the user with good content and material that is applicable to their own lives.
"One of the reasons new media professionals are having a difficult time reaching their goals is because the technology is driving the art form instead of the other way around". Currently, media proffesionals are being held back by their own visions just as much as they are being limited by the technology. So in order for the new media to be successful in communicating with the public, they must put their own visions aside and find out what the interests and preferences of the users are. Mass media is gone forever and the new media, which is taking its place, is gone forever.
I completely agree with the article's main point which states that in order for the new media to successfully evolve,they must have full undersanding and tailor their medium to suit the wants of the end users. Under the three meanings of technology, the technical practice of media communiation is currently most dependent upon the cultural aspect. In order to evolve as a successful medium of communication technology, the producers of new media must pay special attention to the goals, values, ethical codes and beliefs in progress of the general public. This article also touches upon the cultural studies paradigm because teh media is being shaped by anthropological and qualitative views of society and how society views itself.
Also, for the first time in media history, the user has endless options as to what kind of material they want to view. Media suddenly becomes a tool of soft mastery where the user can utilize the computer and media as a medium of expression and can play with the pieces to build a desired output. In order to be successful, the new media must discover a strong "holding power" over the audience. I believe that with time and research, the new media will achieve its goal and master the new medium of online communication.
