How are traditional media taking advantage of New Media

new media alphabet

How are traditional media taking advantage of New Media

This is the presentation i prepared to deliver at the Uganda Journalists Association organised Media Dialogue at Hotel Africana on May 3rd 2012.I was asked to present on the marriage between new media and legacy media, under the general theme of New Voices helping the media transform Society. The presentation can be downloaded here or How Legacy Media are utilising New Media or read as online PDF below.

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As we mark World Press Freedom day, emphasis is being put on the need to ensure a free, diverse, pluralistic and vibrant media. The Media as discussed here refers to the channels of mass communication. Traditionally, newspapers and magazines (print), and Radio and Television (broadcast) have been the known and cited media. Today, New Media tools and platforms are increasingly being used by many people to access news and information.

Legacy Media Vs New Media

legacy media like newspapers now publish online

New Media are interactive digital forms of communication that use the internet, mobile phones and related devices to avail content to users[1]. Unlike legacy media, New Media makes it possible for anyone to create, modify and share content with others using relatively free tools that are often free or inexpensive. These tools help anyone interested to connect, collaborate and create content when they want to. They also allow people (audience members) more freedom to access the content they want, when they want it[2]. But they have also has resulted in several disruptions in the traditional media practice as many of the audiences legacy media targets find alternative platforms to get informed, educated and entertained[3].

 Media Vs Journalism

I should however clarify that this paper looks at New Media Versus Legacy Media, and not journalism as a practice. I have noted a lot of debates and analyses tend to treat media and journalism as one and the same.  Media are the channels of mass communication. Journalism on the other hand is the practice or craft of generating (following a set of principles that ensure public interest is served) and conveying news, descriptive material and comments on issues or events through a wide spectrum of media. From my own experience and analysis of the media or media houses to be precise, most of them have always carried little journalism compared to other content[4].
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