Week 8: The accountability of new media by Nurul Syafiqa Saiful

The Internet is the communications platform on which digital media content can be delivered to a wide variety of devices, including desktop computers, wireless laptops, smart phones, and other mobile devices. Over the past few decades, the growth of digital media, the rise of the Internet, and the proliferation of mobile devices have combined to burst open the very meaning of mass media in several ways.

According to the article by ZenithOptiMedia, internet has own advantage which makes user’s work easy and work smoothly. One advantage the internet has over traditional media is its accountability. The internet also helps advertisers in measure the number of viewers that click on their advertisements. Besides that, the agencies can optimize their campaigns by providing all the information in the internet which can help them on return on the investment. The accountability of the new media also challenged the traditional media by the growth of internet users in year by year. Hence, the accountability of new media challenged the traditional media investing in research which can prove their worth to advertisers.

In addition, by using the new media the advertisers, public relations practitioner, or even journalist can upload their work fast which consume less time and efficient. Public relations practitioner can send their news release on the internet which can help them spread their organization information to the journalists. From a metrics point of view, the accountability associated with digital media is absolutely the benchmark other media should aspire to meet.

According to Laurie Benson, she thinks that the new media is danger because even the internet to be totally accountable but it still has negative effect in the value of branding. For example, the organization’s website can be hack easily which can make the hackers spread false information to the internet users. It will become dangerously to the organization’s image when they are irresponsible people who can spread false information.

In conclusion the internet can be accountable when it helps the organizations update and spread information about their company to the consumers. But there is still weakness which the organization should improve to make the consumers aware about their product and services.

Sources from www.zenithoptimedia.com/SecureDownloadHandler.axd?id=116