Digital Media & New Media UNIT 4 PDF

Digital Media & New Media UNIT 4 Ve más allá Digital Media Ve más allá  Digital Revolution as a Communication Shift The digital revolution represents a fundamental change in how information is created, disseminated and accessed. Before the Internet became widespr...

Digital Media & New Media UNIT 4 Ve más allá Digital Media Ve más allá  Digital Revolution as a Communication Shift The digital revolution represents a fundamental change in how information is created, disseminated and accessed. Before the Internet became widespread, communication on a mass scale relied heavily on traditional media: newspapers, magazines, radio broadcasts and television networks. These channels allowed only limited feedback from audiences and most messages flowed in one direction. The Internet changed this situation by providing a decentralized network with global reach. Rather than sending information along fixed routes (like radio waves in broadcasting or ink on paper in newspapers), the Internet uses interconnected computer networks to distribute digital data instantly across countries and continents. This flexible, distributed structure allowed new forms of communication to emerge, enabling people, organizations and institutions worldwide to reach each other directly. Over time, these capabilities have influenced how media industries work, how information is produced and how communities of users access and engage with content. Abbate, J. (1999). Inventing the Internet. MIT Press. Castells, M. (2001). The Internet Galaxy: Reflections on the Internet, Business, and Society. Oxford University Press. © Copyright Universidad Europea. Todos los derechos reservados 3  Technological Foundations and Global Interconnection The Internet’s origins lie in the 1960s, when the U.S. Department of Defense funded the ARPANET project to connect research computers at universities and laboratories. Early pioneers developed technical standards such as the Transmission Control Protocol/Internet Protocol (TCP/IP), which enabled different computer networks to exchange information reliably. These protocols were designed to be open and flexible, allowing multiple, diverse systems to connect and communicate. Over the 1980s and 1990s more institutions joined these interconnected networks, so what we now call the Internet took shape. A key strength of the Internet as a medium of communication was its global potential. Unlike older mass media systems, which often required expensive infrastructure and were regulated by national authorities, the Internet could stretch across borders with fewer limitations. With an Internet connection, an individual in one part of the world could access textual, visual or audio materials hosted on a server located thousands of miles away. This capability challenged traditional geographical constraints in media production and consumption, gradually building a globalized media environment. Castells, M. (2001). The Internet Galaxy: Reflections on the Internet, Business, and Society. Oxford University Press. Leiner, B. M., Cerf, V. G., Clark, D. D., Kahn, R. E., Kleinrock, L., Lynch, D. C.,... & Wolff, S. (2009). A brief history of the Internet. ACM SIGCOMM Computer Communication Review, 39(5), © Copyright Universidad Europea. Todos los derechos reservados 4  The World Wide Web and the Transformation of Content Distribution The turning point for making the Internet accessible to the general public came with the invention of the World Wide Web in the late 1980s and its popularization in the mid-1990s. Tim Berners-Lee’s introduced the Web: a system of interlinked documents accessed through a graphical interface. This lowered the barrier to entry for users. With the Web, anyone with a computer, modem and browser could explore a constantly expanding universe of websites. This was a radical departure from older media. Printed newspapers or magazines had limitations in space, cost and geographical distribution; radio and television channels were confined by frequency spectrums and national regulations. The Web offered a new form of publishing that was cheap, dynamic and accessible. Traditional media outlets began to create online editions of their publications, enabling readers to access news or articles without waiting for the next morning’s paper or the evening TV bulletin. The Web turned every publisher into a potential global broadcaster, and every connected user into a potential publisher, thus expanding the range and diversity of available information. Berners-Lee, T., & Fischetti, M. (1999). Weaving the Web: The Original Design and Ultimate Destiny of the World Wide Web by Its Inventor. Harper. Pavlik, J. V., & McIntosh, S. (2019). Converging Media: A New Introduction to Mass Communication (6th ed.). Oxford University Press. © Copyright Universidad Europea. Todos los derechos reservados 5  Evolving Forms of Online Journalism and News Delivery In the decades before digitalization, news followed a relatively predictable cycle: reporters gathered information, editors refined it and the final product appeared in regularly scheduled editions or broadcasts. This pattern changed when information started flowing freely online. Newspapers, for example, no longer had to wait until the next print run to break a story. They could publish updates around the clock, responding to events as they happened. This constant updating of content shortened the “news cycle,” making it immediate and continuous. Beyond timeliness, online journalism introduced new narrative formats. Articles could include hyperlinks to primary sources or related topics, giving readers more context and depth. Multimedia elements like photo galleries, video clips, audio interviews and interactive graphics became standard features, enriching the storytelling process. Rather than receiving information passively, audiences now had the means to navigate stories, follow threads and compare multiple perspectives easily. This new environment encouraged transparency, as media outlets could connect their readers to original documents, databases, or research materials with a simple click. Deuze, M. (2003). The web and its journalisms: Considering the consequences of different types of newsmedia online. New Media & Society, 5(2) Franklin, B. (Ed.). (2013). The Future of Journalism in the Digital Environment. Routledge. © Copyright Universidad Europea. Todos los derechos reservados 6  The Concept of “Convergence” and Cross-Media Integration One of the most significant consequences of the digital revolution is the phenomenon of “media convergence.” Convergence describes how different forms of media (print, audio, video) unite in a single digital space. A single website might offer written articles, embedded podcasts, video segments and interactive infographics. Instead of separating newspapers, television and radio as distinct mediums, the Internet blends them into a unified platform. Convergence also affects how media companies operate. Traditional print publishers began producing video documentaries. Broadcast networks created written online content to accompany their programs. Archives of past articles, interviews and broadcasts became easily accessible online, extending the lifespan and utility of previously ephemeral media products. For audiences, this merging of formats increased flexibility. People could consume information in ways that fit their schedules and preferences, switching between text, sound and images as they desired. In doing so, the Internet encouraged a more active engagement with content, increasing the depth and quality of the communication experience. Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. NYU Press. Pavlik, J. V., & McIntosh, S. (2019). Converging Media: A New Introduction to Mass Communication (6th ed.). Oxford University Press. © Copyright Universidad Europea. Todos los derechos reservados 7  The Globalization of Media Production and Access Before digitalization, distributing media internationally required large investments and negotiations with foreign publishers or broadcasting partners. Importing a newspaper from another country or producing a documentary film for international release involved complex logistical and financial arrangements. The Internet bypassed many of these barriers. Publishers could reach international audiences simply by putting their material online and readers in distant locations could access content that might otherwise never reach their local newsstands or airwaves. This global accessibility expanded cultural exchange. Readers in Asia could follow European news outlets, students in South America could explore research published in North America and specialists in Africa could contribute to discussions on global issues without leaving their home countries. Over time, this contributed to the emergence of a more interconnected “global public sphere.” While language barriers and inequalities in Internet access persist, the notion that people everywhere can tap into a global pool of information has become a central idea of the digital age. Howard, P. N., & Parks, M. R. (2012). Social media and political change: Capacity, constraint, and consequence. Journal of Communication, 62(2), © Copyright Universidad Europea. Todos los derechos reservados 8  The Rise of Digital Archives and the Persistence of Information Digitalization also affects how media content is preserved and accessed over time. Traditional media formats; newspapers, for instance; were physically stored in libraries or archives. Access to historical records required visiting these physical locations and often searching through dusty stacks. Digitization changed this dynamic. Vast archives of newspapers, journals and other media materials are now available online, making historical research more straightforward and democratic. This long-term availability of information encourages more informed debates and can help hold media producers and political figures to higher standards. Darnton, R. (2009). The Case for Books: Past, Present, and Future. PublicAffairs. © Copyright Universidad Europea. Todos los derechos reservados 9  Challenges of Quality, Credibility and Regulation While the Internet created an environment of abundant information, it also posed challenges regarding quality and credibility. Traditional media systems had professional editors, fact-checkers and clear legal frameworks that helped maintain certain standards. Online publishing allowed a far greater number of information sources to appear, but not all followed rigorous professional norms. Even without social media, the broader online space includes personal websites, unofficial newsletters and ad-hoc publications that vary widely in accuracy. Readers now face the task of evaluating the credibility of the sources they encounter. Efforts to improve digital literacy, fact-checking and transparent editorial policies have become essential parts of the new media landscape. Governments and international organizations also grapple with how to regulate an inherently global system while protecting freedom of expression. The balance between openness and quality assurance continues to be a major concern in the digital era. Howard, P. N., & Hussain, M. M. (2013). Democracy’s Fourth Wave?: Digital Media and the Arab Spring. Oxford University Press. Wardle, C., & Derakhshan, H. (2017). Information Disorder: Toward an Interdisciplinary Framework for Research and Policy Making. Council of Europe. © Copyright Universidad Europea. Todos los derechos reservados 10  Digital Inequalities and the Ongoing Expansion of Access Though the Internet has global reach, it does not reach everyone equally. The term “digital divide” refers to the gaps in access to the Internet and digital technologies among different regions, economic classes and demographics. Some countries enjoy high-speed broadband connections and widespread computer literacy, while others have limited or expensive connectivity. These inequalities influence who gets to participate fully in the digital public sphere. Efforts to bridge these divides are important for ensuring that the benefits of digital communication reach all communities. As more of the world’s population gains online access, the global media landscape will continue to diversify, bringing more languages, perspectives and cultural contexts into the digital conversation. Napoli, P. (2011). Audience Evolution: New Technologies and the Transformation of Media Audiences. Columbia University Press. Norris, P. (2001). Digital Divide: Civic Engagement, Information Poverty, and the Internet Worldwide.Cambridge University Press. © Copyright Universidad Europea. Todos los derechos reservados 11  Future Perspectives: Continuous Innovation and Adaptation As technology evolves, new forms of digital communication tools continue to emerge. The development of faster networks, cloud computing, digital broadcasting and advanced data compression techniques open doors to even more sophisticated media delivery methods. Already, large-scale digitization projects are converting analog archives into searchable digital libraries, while streaming technologies deliver news, documentaries and educational content instantly across devices. In the future, the integration of artificial intelligence and machine learning may help users explore the vast amounts of information online, assisting in verifying data, summarizing complex materials or translating content into multiple languages seamlessly. The continued growth of the Internet and digitalization as global communication tools suggests that media landscapes will remain fluid, with new formats, standards and norms emerging as societies negotiate the benefits, risks and responsibilities of living in a digitally interconnected world. © Copyright Universidad Europea. Todos los derechos reservados 12 Social Media Ve más allá  Social Media as a Communication Medium Social media refers to a set of Internet-based platforms and applications that enable users to create, share and exchange content, forming virtual communities and networks. Unlike traditional mass media, where communication often flowed from a limited set of producers to a large, mostly passive audience, social media empowers individuals to become both producers and consumers of information. As such, it revolutionized global communication practices, enabling instantaneous interaction and fostering new forms of social organization. What sets social media apart as a communication medium is its emphasis on user participation, customization and networked relationships. Social media platforms encourage people to connect with friends, colleagues and strangers across the globe, often blurring the boundaries between personal and public communication. Over time, social media’s influence has expanded beyond casual interactions, shaping politics, journalism, marketing, education and many other fields. boyd, d. m., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), van Dijck, J. (2013). The culture of connectivity: A critical history of social media. Oxford University Press. © Copyright Universidad Europea. Todos los derechos reservados 14  Early Precursors and Online Communities (1980s–1990s) Before the term “social media” existed, the Internet hosted various online communities that foreshadowed key features of later platforms. In the 1980s, Bulletin Board Systems (BBSs) allowed users to connect through dial-up modems and exchange messages, files and discussions. Forums and newsgroups, such as those on USENET, emerged as spaces for people with shared interests to engage in text-based discussions. In the 1990s, services like GeoCities and Tripod allowed users to build personal homepages, while early online chat rooms and instant messaging services, such as ICQ, created real-time communication channels. Although these platforms lacked the sophisticated interface, profile-based organization and multimedia integration of modern social media, they laid the foundation by showing that ordinary people wanted to use the Internet for social interaction, identity expression and community formation. Rheingold, H. (1993). The virtual community: Homesteading on the electronic frontier. Addison-Wesley. © Copyright Universidad Europea. Todos los derechos reservados 15  The Emergence of Dedicated Social Networking Services (2000s) The early 2000s saw the birth of what we now recognize as “social networking sites”, web-based platforms designed around user profiles and social graphs. Websites like SixDegrees.com (launched in 1997) were early experiments that let users create profiles, list their friends and traverse these lists, but it was not until the 2000s that this concept took off widely. Friendster (2002) introduced a user-friendly interface and innovative features like “friends lists.” MySpace (2003) followed closely, integrating music sharing and customizable profile pages that attracted millions of young users. However, it was the launch of Facebook (2004) that revolutionized the format. Starting as a platform for college students, Facebook expanded globally, emphasizing real-name identities and personal networks. This approach fostered trust and encouraged users to share their lives online, turning social networking from a niche activity into a mainstream practice. boyd, d. m., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), © Copyright Universidad Europea. Todos los derechos reservados 16  The Social Graph and the Restructuring of Communication Networks One of the core innovations of social media was the “social graph”: the digital mapping of relationships between users. This concept transformed online communication by making it easier for people to discover content and connections through friends-of-friends, recommended groups and mutual interests. Instead of receiving information only from mass media outlets, users found themselves embedded in networks of peers who introduced them to new sources of news, entertainment and cultural discourse. As social networks scaled up, they fundamentally altered how information flowed in society. People could now follow breaking news events in real time through peers sharing updates or links. This interconnected landscape challenged the traditional “gatekeeping” role of professional editors, creating a more decentralized and participatory communication environment. Over time, this reconfiguration of information networks shifted public dialogue to digital arenas, affecting how ideas spread and how public opinion formed. Ellison, N. B., & boyd, d. (2013). Sociality through social network sites. In W. Dutton (Ed.), The Oxford Handbook of Internet Studies (pp. 151–172). Oxford University Press. © Copyright Universidad Europea. Todos los derechos reservados 17  The Rise of Influencers, User-Generated Content and Cultural Participation Social media democratized content creation. Individuals no longer needed expensive equipment, publishing deals or distribution contracts to reach large audiences. Instead, anyone with an Internet connection could post text, images, videos and audio, potentially gaining a global following. This new environment encouraged the rise of “influencers” individuals whose personal brands and creative content attracted large, dedicated audiences. User-generated content turned passive media consumers into active participants. Video- sharing platforms supported the production of homemade documentaries, tutorials and entertainment clips, while blogging tools enabled long-form commentary on social, political and cultural issues. The result was a more pluralistic and participatory media ecosystem. Though traditional media organizations retained influence, they now had to compete with thousands of independent creators who shaped public conversations on their own terms. Abidin, C. (2018). Internet celebrity: Understanding fame online. Emerald. © Copyright Universidad Europea. Todos los derechos reservados 18  Globalization of Social Media Platforms and Cross-Cultural Exchange Social media services quickly spread across the globe. By the early 2010s, platforms like Facebook had user bases spanning continents. Meanwhile, region-specific social networks emerged to serve local languages, cultures, and interests. For instance, platforms like Orkut (popular in Brazil and India), Mixi (Japan) and VKontakte (Russia) built large domestic audiences, reflecting local social norms and communication styles. This international expansion transformed social media into a stage for cross-cultural exchange. People could easily connect with distant relatives, international colleagues, or foreign-language content creators. At the same time, global brands and institutions used these networks to reach worldwide audiences. Although language barriers and Internet access inequalities still existed, social media’s global presence fostered a sense of interconnectedness and influenced how information, trends and cultural practices circulated among diverse populations. Miller, D., Costa, E., Haynes, N., McDonald, T., Nicolescu, R., Sinanan, J.,... & Wang, X. (2016). How the world changed social media. UCL Press. © Copyright Universidad Europea. Todos los derechos reservados 19  Impact on Journalism, News Distribution and Public Discourse As social media platforms matured, they played an increasingly central role in how people discovered, shared and discussed news. Journalists and news organizations established official accounts, using these platforms as additional channels for distributing their reporting. Users, in turn, commented on articles, recommended stories to friends and sometimes participated in fact-checking or investigative efforts. This shift raised important questions about credibility, editorial control and the nature of news production. On one hand, social media reduced the cost of distributing information, making it more accessible. On the other, it created an environment in which rumors, unverified claims, and deliberately false information could circulate widely and quickly. The lack of traditional gatekeeping sometimes led to confusion and forced media outlets to adapt their practices, integrating social media listening into their editorial workflows to monitor emerging trends and respond to inaccuracies. Hermida, A. (2010). Twittering the news: The emergence of ambient journalism. Journalism Practice, 4(3), © Copyright Universidad Europea. Todos los derechos reservados 20  Algorithmic Personalization and the Attention Economy A defining feature of modern social media is its reliance on algorithms to sort and prioritize content. Rather than seeing posts arranged in chronological order, users often encounter personalized “feeds” determined by machine-learning models. These systems consider factors like engagement history, user interests and predicted preferences to display posts that are most likely to capture attention and generate interaction. This personalization changed the experience of social media from an open marketplace of ideas into a curated, often narrowly focused stream. While such customization can be convenient, it also raises concerns about “filter bubbles” and “echo chambers,” where users encounter mainly content that aligns with their existing beliefs. Simultaneously, platforms compete for users’ time and attention, influencing how people allocate their cognitive and emotional resources. The resulting “attention economy” gives unprecedented power to platform owners to shape public discourse and user behavior. Bucher, T. (2018). If…Then: Algorithmic power and politics. Oxford University Press. © Copyright Universidad Europea. Todos los derechos reservados 21  Social Media, Democracy and Civic Engagement Social media’s role as a medium of communication extends beyond personal interaction to include its function in political life and civic engagement. Platforms have been used to organize protests, spread political messages and mobilize voters. Grassroots movements found social media invaluable for reaching supporters directly, bypassing traditional media filters. In some cases, social media has facilitated rapid political mobilization, making it easier for citizens to coordinate and hold institutions accountable. However, the political use of social media also brought challenges: foreign influence campaigns, hate speech and the rapid spread of disinformation. Policymakers, regulators and researchers continue to debate how to best preserve the open, participatory nature of social media while mitigating these harms. The question remains: how to balance freedom of expression with the need for truthfulness, safety and democratic integrity online. Tufekci, Z. (2017). Twitter and tear gas: The power and fragility of networked protest. Yale University Press. © Copyright Universidad Europea. Todos los derechos reservados 22  Future Challenges and the Ongoing Evolution of Social Media The history of social media is one of continuous adaptation. New platforms rise as old ones decline; features evolve to encourage more immersive experiences, from live streaming to augmented reality filters. As mobile devices and wireless networks become more powerful, users can access social media anywhere, anytime, blurring the lines between online and offline life. Future challenges include managing data privacy, addressing the mental health implications of persistent connectivity and refining algorithms to reduce harmful content while maintaining user autonomy. Social media’s influence has become so deeply embedded in communication practices that it is now a fundamental aspect of modern social life. Understanding its history helps us anticipate its future trajectory as it continues to reshape how we communicate, share knowledge and build communities. © Copyright Universidad Europea. Todos los derechos reservados 23  END of UNIT 4 Prof. Álvaro Gómez [email protected] Universidadeuropea.es Ve más allá © Copyright Universidad Europea. Todos los derechos reservados