Traditional media and the new media — common mistakes

In essays, avoid treating 'traditional' and 'new' media as entirely separate. The best answers analyse the process of convergence and discuss how traditional media institutions (like the BBC or The Guardian) have adapted by incorporating new media strategies, such as using social media and offering on-demand services like BBC iPlayer.

No, this is a common misconception. While new media has challenged its dominance, traditional media is not dead. Many established institutions, like the BBC or The New York Times, have successfully adapted by creating strong online presences, using social media, and developing on-demand services. They often still hold a high degree of trust and authority compared to unverified sources online. The relationship is one of competition and convergence, not simple replacement.

While the internet is the core infrastructure, 'new media' is a broader sociological concept. It refers not just to the technology itself but to the cultural practices that emerge from it: interactivity, user-generation of content, decentralisation, and on-demand access. It's about the shift in the relationship between producers and audiences. So, while a website is a form of new media, the key sociological interest is in how it facilitates different forms of communication and social interaction compared to a traditional newspaper.

Not necessarily. While new media provides the potential for active participation, many users remain relatively passive consumers, a practice sometimes called 'lurking'. They may read content, watch videos, and follow others without ever commenting, posting, or creating content themselves. There is a spectrum of participation, from passive consumption to intensive content creation. Therefore, it is inaccurate to assume that the entire new media audience is made up of active 'prosumers'.