Relevance Of Mainstream Media In The Online Era Essay


Discuss about the Relevance of Mainstream Media in the Online Era.



Innovation of new media has offered many opportunities to the world, at the same time it has challenged the existence of traditional media. It has brought a revolution in the world of media (Bagdikian). In today’s busy life, people are depending on internet for fast and free news update. It has become an implicit part of modern life. Mainstream media used to play a key role in the society when there was less availability of news. However, things have started transforming in last few decades with the exposure of new media. The following article emphasises the present condition of the mainstream media like newspaper, radio, T. V in this online era. It is trying to enlighten each negative and positive aspect of traditional and new media.

During pre-internet era, traditional media was rising high every day. It was the only medium for people to get daily news update (Belch and Michael). They used to depend on the morning newspaper for yesterday’s news. The advertisers used to pay the media houses for big exposure. After the invention of television, news became more exciting for the people. Then they could witness the occurrence through the live updates of the T. V channels but they needed to wait for the news segment. However, the scenario has changed in recent time. Internet has provided the audiences a wide range of choice (Saxton and Lili). People have become more tech savvy today. Many of them are using mobile phone, tablet. Their favourite news is just one click away from them. Traditional media is facing obstacles everyday due to the progress of new media. To fight against the situation every traditional media houses are launching their web version.

Internet being an integral part of new media is flourishing day by day. It is changing the whole outline of media. In this online era people play dual role. They consume the news provided on internet as well as he is now able to produce news (Perse and Jennifer). Internet provides a chance to their audience of expressing their views to the world by commenting on news. The term ‘new media’ refers to the e-papers of the mainstream newspapers and various social networking sites like face book, twitters. Since, the use of internet has been increased in the year of 1995, it is known as “Year of Internet”. Social media provides a transparent service to its consumers. It feeds the news seeker. Readers can access new media for news at any time they want. It has some negative aspects as well. Young generation is greatly affected by social media. According to a report, among 500 million users 50% users of facebook access their account everyday. Thus it can be stated that a huge number of young people are being inspired by the news posted on the social media.

Trust scale of new media is higher than that of traditional media. Mainstream media has failed to achieve the trust and confidence of modern generation. New media has provided the opportunity of citizen journalism. Now people can share local news through their facebook, whatsapp, and blogs with rest of the world. People are gifted with the opportunity to share their views over an issue. The culture of journalism is changing with the development of new media (Reddick and Leonidas). In previous age, media houses used to provide genuine news. However, now traditional media is relying on social media to promote their content. Like facebook, twitter handle. Priority has been shifted from hardcore journalism to high profile business organization. The main aim of conventional media is to run a successful business organization and feed the consumers. Sometime the media houses depend on the social media for national and international news. Very few reporters are now connected with their circle properly. They are using social media as a tool for collecting news (Westerman, Patric and Brandon). This is how the mainstream media has lost its authenticity. Social media plays an important role in engaging people through their transparent news service, whereas on the other hand very few people rely upon newspaper, television and radio for news update.

Conventional media still have the capability to drag the attention of consumers as it consists of its own style of presenting news. Being an authentic news source, people rely on traditional media. According to some observers, mainstream media needs to do some research work to deal with these hindrances. They must understand running business organization cannot be the only motive of a media house. Their primary aim must be providing genuine news to news seekers. Since reporters play key role in a news organization, they must be loyal to their job. It is their responsibility to serve the readers. Mainstream media houses need to review the style of their performance to survive in this online era.


Bagdikian, Ben H. The new media monopoly: A completely revised and updated edition with seven new chapters. Beacon Press, 2014.

Belch, George, and Michael Belch. "The role of new and traditional media in the rapidly changing marketing communications environment." International Journal of Strategic Innovative Marketing 1.3 (2014): 130-136.

Perse, Elizabeth M., and Jennifer Lambe. Media effects and society. Routledge, 2016.

Reddick, Christopher, and Leonidas Anthopoulos. "Interactions with e-government, new digital media and traditional channel choices: citizen-initiated factors." Transforming Government: People, Process and Policy 8.3 (2014): 398-419.

Saxton, Gregory D., and Lili Wang. "The social network effect: The determinants of giving through social media." Nonprofit and Voluntary Sector Quarterly 43.5 (2014): 850-868.

Westerman, David, Patric R. Spence, and Brandon Van Der Heide. "Social media as information source: Recency of updates and credibility of information." Journal of Computer?Mediated Communication 19.2 (2014): 171-183.

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