HISTORY OF TRADITIONAL MEDIA
Traditional Media has been occurring for a long time now, and even the new generation of individuals up to this day are still using it as their form of medium to connect with people and to have information delivered to the public. According to the book entitled Introduction to Traditional Media, traditional media also uses and represents a form of communication through vocal, verbal, musical, and visual folk forms conveyed to a group of societies from one generation to another. They are indigenous modes that have served the population as a medium of communication for ages. It was used as a medium in rural areas over the years. Rural masses have been using this media for their different needs, such as social, ritual, moral, and emotional needs.
The Traditional Media also comes in different names in various regions of the country. In Andhra Pradesh, ‘Janapadam’ means a village, and ‘Janapadulu’ indicates villagers. They call the folk art forms of their villages the ‘Janapada Kalalu’ There are still many forms of art folks in India and, it represents the concerned people by giving them a look at their style, speech, music, dance, behavior, etc.
EVOLUTION OF TRADITIONAL MEDIA
These days, we can see how people are taking their time looking at their mobile devices to search for something on the internet. If we look at the past, we can notice how traditional media evolve to new technologies or media. From the Cave paintings from the Prehistoric Age, considered the oldest form of media, to opening computers to search for websites, email, blogs, etc.
As argued by Paper (2018), The Traditional Media started with these forms:
Cave Paintings (38,000 BCE) → Stone Tablets (30,000 BCE) → Rock Carving (30,000 BCE) → Smoke Signal (200 BCE) → Writing materials (150 BCE) → Traditional Paper (100 BCE) → Printing Press (1440) → Newspaper (1605) → Magazines (1731) → Photography (1826) → Morse Code (1835) → Telegraph (18430 → Typewriter (1874) → Telephone (1876) → Phonograph (1877) → Radio (1895) → Television (1927) → Personal Computer (1965) → E-mail (1972) → Mobile phones (1979) → Smart phones (1999) → Social Media (2004)
By looking at the given timeline, we can see how these mediums are used, by using a stone or operating a machine in the past years. It turned from a simple technology up until using the internet. In just one click, you can have the information you need. If we compare it to the media in the past years, we can also say that traditional media is one-way communication. But, New Media is a two-way communication where a sender can send a message to the receiver, and a receiver can message back to the sender. Old media can reach only a specific amount of people. Nevertheless, New Media can reach a large audience compared to old media as the public already have access to the internet and social media nowadays. We can see how Traditional Media is making a difference as years pass by.
TRADITIONAL MEDIA AS THE GATEWAY TOWARDS NEW MEDIA
The present would not exist without the choices made in the past. Traditional Media serves as the foundation and the gateway towards the formation of New Media. Without traditional media, new media would have no basis in formulating effective communication between the masses. New Media should capitalize on the strengths and improve upon the weaknesses of Traditional Media. Television shows, newspaper articles, and radio broadcasts serve as backgrounds towards formulating online platforms that offer similar content.
For example, in the context of social media marketing, while there are advertisements on television broadcasts, it is not personalized nor, does it target specific audiences. Through Social Media, there are customized ads that are projected towards target consumers of a said product. Another example would be audience interactivity. While television shows may show programs such as concerts, they don’t entirely interact with the audience. Unlike Social Media lives wherein fans could interact with the artists themselves.
THE TRANSCENDENCE OF TRADITIONAL MEDIA
Media blazed the trail for us to empower and influence our thoughts. That is the essence of living alongside the abundance of Traditional Media. Traditional Media maintains the role of being the highly credited and trusted derivations of news and information globally. The prevalence of its legacy features a glimpse of a gem. It shells out every bit of creativity and objectivity that one has in mind, which then provides knowledge in a different view or aspects that ultimately sustain the further prosperity of understanding and comprehension that the public acquires.
As stated by Noble (2014), The Traditional Media remains the most notable and eminent source for broadcasting and publication of knowledge and information to the general public. Insofar as it relates to the news, there will never be a substitute for a credible, factual, bona fide, and balanced narrative. It is evident to assert that the majority of the people nowadays are discovering and unearthing various news and information through the use of different social media platforms such as Facebook, Twitter, YouTube, and so forth, under the concept of New Media. The mentioned sites substantially provide information in descriptors and sound bites. Nevertheless, more often than not, individuals who are pursuing a profound and in-depth story will incontrovertibly proceed to traditional news media websites where realities rest. Given that the traditional media is still the most plausible and credible news source, they are also considered to be the central and fundamental base in transmitting or conveying brand messages, as they are instantly acknowledged by the public. Television, magazines, newspapers, and radio will always be apparent to anyone of any given age as they have been entrenched and established for decades and generations.
The Media is one of the primary sources of education, enlightenment entertainment, and information. It also functions as a sentinel to uphold and secure the interest of the public against disinformation and malpractice to generate public awareness. It arrays the agenda. It is obliged to exemplify the people and speak for them. The media's responsibility is to be unbiased, truthful, forthright, and objective at all costs.
According to AdoMedia, The Value of Traditional Media are thereby as follows:
BOOSTS CREDITABILITY AND LEVERAGE
The Mainstream Media coverage creates a halo effect wherein viewers and listeners confidently trust your mark and discern it presumptively and credibly. It seems as though the Media is operating to be one of the adherent proponents of what they are stating.
EQUILIBRIUM AND CONVERGENCE
All upright modernistic communication strategies ought to endeavor and achieve a balance between traditional and new media. In this manner, it ensures and guarantees a further reach for patrons and a greater perception of brand knowledge, as diverse target groups can access and obtain different forms of media.
While media dispersion throughout digital and social media is increasing and circulating, traditional media channels are more conceivably to have the greatest reach. Newspapers, radios, and televisions are mass mediums that the majority of the public has access to. So, consequently, it has a high mass audience coverage compared to other types of media platforms. It also possesses the heritage and legacy of people's generation that revolves their outlet for inquiries and analysis of current affairs within traditional media.
WHAT IF TRADITIONAL MEDIA DIED AND SOCIAL MEDIA TOOK OVER?
According to the Edelman Research conducted in 2019, Traditional Media is trusted twice over Social Media, with a 65% trust rating compared to 43%. If Traditional Media gets overtaken by Social Media, people’s trust in media will crumble.
If Social Media took over and Traditional Media had died, then there would be a surge of information, and it would require the platform owners to collaborate in regulating platforms. Anyone can post nearly anything on Social Media, and with the absence of traditional media, it would be much harder to distinguish between what’s real and what’s fake. It would also be problematic due to different government policies seeking to control the media. For example, Chinese policies in media are different from that of the United States, making it harder for the platform to operate in various countries. There would also be problems when it comes to how
Furthermore, it would also be less effective in terms of Marketing. Traditional Media and New Media are often used together to promote a specific product/service towards people.
WHAT IF TRADITIONAL MEDIA, DIDN’T EXIST AT ALL?
The absence of Traditional Media would mean that we would be stuck with communication methods and that by our today’s standard, it would be primitive, slow, and ineffective.
Given that the context of the media had not developed, our society would remain underdeveloped in terms of technological, societal, and international relations. The technology we will be using to communicate with other countries would not exist either, meaning slower communication and collaboration between countries. Communication, especially during a pandemic or any catastrophes, would be difficult. It would also affect the global economy, given that that marketing would not be as strong.
One observation would be that the more that the Media progresses, the more society advances too. There is not much progress during the prehistoric age since information dissemination and knowledge sharing are not well built, nor is it effective at all. Traditional Media is what paved the way towards mass communication. Without Traditional Media,
communication is a critical factor in the formation of our society. If we fail to move forward, breakthroughs will not happen, and we will be stuck in the past forever.
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