Modern technology helps in making the need of information and flow effective and quick. And this could be possible through internet- a medium. It means internet provide facility to everyone, by making effective communication fast and cheap. News of United Kingdom is now made available in Canada and other countries, accessible to millions of people at a time. Modern technology, fast growing media and Internet is now a necessity for people. Internet is a place, where people spend a great proportion of the day, now brought multiple social communities at one forum, where they can message, chat, extract information m, share beliefs, and share their interest or information. It is the center of use for billions of users, hence, use as the medium for products and brand advertisement, however this is quite different with the conventional advertisings. These consider and take the information flow rapidly and inspired people more in one time than traditional advertising agencies. Social networking is a part of modern technology, which became the significant part of the life (Flew, 2007).
According to Berker, Hartmann, and Punie, (2005), this is in the age pf computer, where “information society” is acquired the broad currency for describing a context within where, individuals are living. Developed countries, like United Kingdom, United States, etc. were evolved from industrial to information society. Industrial revolution was done before communication revolution and now both are comparable. They both influenced the leisure and work separately and also the way of thinking and feeling about the time and place, however, existence of controversies present in their political, economic, cultural, and social implications. Gains were weighed and adverse effects were compared. Thus, proving that generalization was difficult. Journalists and press wrote and their critics are also present. Media, in form of television, newspaper, social media, internet etc. were attacked comprehensively for the consumption of energy and time, and ignore the basics of life.
Not everyone agrees or disagree with the communication revolution causes and effects. The words “effect” and “causes”, have been applicable and previously applied to every technological advancement, from steam engine to computer, from telephone to smartphone, and others are inadequate. It is impossible to isolate the single effect, whether small or big. Technology does not describe it by itself. And hence, the same technology could be used for multiple purposes and in various ways in social and political context (Lister, Giddings, Dovey, Grant, and Kelly, 2008).
The past ten years has brought the technology innovation in light- internet. Internet helps the media in various forms. It altered the geographical distance, which help in viewing the news of one country in different parts of the world. It further allow the increase in volume of the communication, and so media is all about communication in different form. It provide the increasing possibility of communication speed. There are multiple opportunities provided for the interactive communication. It allows different forms of effective communication, which was separated for interconnection and overlapping (Flew, 2007).
However, there are three main strong features of the internet;
The removal and disintermediation of the brokers allow the direct communication around the sociometric and spatial distance; removal of Asynchronicyty of temporality, as the barrier for communication; the ability or Oculacy for communicating the messages by images. The widespread of advance technology, including ICT-Information and Communication technological, commonly referred as the indicator of post-modern globalization era and pre-condition of intensive era which enhance the interaction across the globe, and exchange of services, goods, capital and information. On its contrary, it has been believed that popularity of WWW is the commercial medium as compare to other medium, is because of its ability in facilitating the sharing of resources and information across the globe, and potentiality for providing the efficient and effective channel for the marketing, advertising, and direct distribution or delivery of information and goods.
Social networking is the phenomena, which has seen quick and rapid growth in last some years. These are websites where individuals develop their social networks of associates and friends, and also create, give or share the information on same interests, lifestyles, information and tastes. These social networking websites are more like communities. These websites have gained immense popularity and increment in the information sharing. Media can use these information for their benefits. The media is vast and growing increasingly, with the support of the technology (Buckingham, 2007).
References
Berker, T., Hartmann, M. and Punie, Y., 2005. Domestication of media and technology. McGraw-Hill Education (UK).
Buckingham, D., 2007. Media education goes digital: an introduction. Learning, Media and Technology, 32(2), pp.111-119.
Flew, T., 2007. New media: An introduction. Oxford: Oxford University Press.
Lister, M., Giddings, S., Dovey, J., Grant, I. and Kelly, K., 2008. New media: A critical introduction. Routledge.
