Innovation in Electronic Media

This article explores the historical background of media, modern trends in digital media, and the impact of the change from linear media to interactive media. It discusses the development of mass media, the rise of digital media, and the societal behavior changes caused by the shift. The article also highlights the benefits and drawbacks of digital media and its impact on society.

Running head: INNOVATION IN ELECTRONIC MEDIA
Innovation in Electronic Media
Name of the Student
Name of the University

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Table of Contents
Introduction......................................................................................................................................3
Historical background of media.......................................................................................................3
Modern Trends in digital media......................................................................................................4
Impact of change from linear media to interactive media...............................................................5
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
Innovation in technology including digital media has been increasing in the market.
People have been connected with the world with the help of digital media including newspaper,
television, online articles. However, with the innovation in interactive media including video
games and digital movies. There have been sharp shift of behavior of customers from linear
media to interactive media. The historical changes and development in the digital media has been
explained in the report. The impact of this shift in customer behavior have affected the society.
Historical background of media
The history of mass communication has been short with compare to scope of world
history. News-sheet had been appeared as early as 100 B.C. The birth of mass media has been
placed with Johannes Gutenberg’s invention of the movable type printing press in mid 1400s
(Chassiakos et al. 2016).
Books: Books have been the oldest form of media, written in various languages. In 2400
B.C. in Babylonia, tiny clay tablets have been inscribed with cuneiform characters for recording
legal decisions and various monetary transaction. Various forms of paper have been developed
over centuries with first, papyrus appearing in Egypt as early as 4000 B.C (AlSayyad and
Guvenc 2015). Papyrus had been made from pith of a reed found in Egypt. The first known book
was “The Book of the Dead”, written in Egypt around 1400 B.C. The first oriented book was
named as “The Diamond Sutra” was 16 foot scroll printed in China in 868 (Stefanone, Yue and
Toh 2019).
The Printed Press: The most important element in the mass media was invented in 1456
with invention of printing press. Johannes Gutenberg started the new system of media by

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inventing printing press. The invention of printing press has helped in printing several books of
different culture. The first book published in North America was “The Whole Book of Psalms”
in 1640 by Stephen Daye.
Newspapers: Newspapers have been the first invention that have been able to reach to
mass number of people at a time. News sheets used to be printed with various types of news. IN
100 B.C., Roman government published a news sheet named as “Acta Diurna”. These
newspapers have been able to provide news to different people of culture. The culture; aspect of
mass media has been developed at that time (Elvestad, Phillips and Feuerstein 2018). This form
of mass media has been able to reach to maximum number of people at that time. After that,
there has been various enhancement in the type of newspaper format.
Multimedia: The term multimedia has been first introduced in 1960s. The application of
computers in the market have been started in earlier 20th century. Therefore, the utilization of
new form of media including CD-ROM drives have been referred in the market. By 1990s,
technology have been advanced a little bit with increase in application of computers and related
services in the market (Xie and Huan 2017). Therefore, there have been change in the mass
media communication. Multimedia have different application in the market including
presentations computer based courses and computer games.
Modern Trends in digital media
The 21st century has seen massive change in the mass communication era. The internet
has been blooming in the 21st century. The internet has been helping in enhancing the digital
mass media communication. The innovation in digital media has been rise in social media and
various interactive video games. Various interactive games and designs have been available over

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the internet. There have been massive changes in the traditional mass media to digital media.
Traditional offline newspaper have been changed to online news journals and articles. The
utilization of television have changed to online news channels and media (Todor 2016).
Therefore, the utilization of digital media have been proliferating in the modern world. There
have been various sources of entertainment sources available over the internet including social
media websites and You Tube. YouTube has been the major source of videos over the internet.
There have been availability of different types of videos over the YouTube. Therefore,
individuals have been transferring towards watching YouTube videos rather than television.
Impact of change from linear media to interactive media
There has been sharp change in the societal behavior due to change from linear media to
interactive media. According to Kaplan and Haenlein (2016), internet users have been estimated
that the have been spending almost 6 hour and 30 minutes online. Smart phones have been facing
increased in the use among young generations all over the world. There have been rapid change
in the use of newspaper and television. Most of the young generation individuals have been
focusing in the internet based life rather than using the traditional media. They have been
investing their time over internet for entertainment and getting connected with the word. As per
research done by Felix, Rauschnabel and Hinsch (2017), the use of Television has been
decreased to maximum one hour in a day. There have been invention of new digital video games
that have been snatching hours of young generation over computers. There have been various
online steaming of interactive games and TV serials over the internet. Various interactive
platforms including Netflix have been capitalizing the digital market.
The traditional media has been focused on newspaper and televisions for gathering
knowledge and data. Young kids used to play outdoor games with their friends over the field.

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This help in enhancing their health on the field. Now, with the intervention of interactive media,
teenagers used to play online video games over their computer screens. There has been massive
differences in the daily behaviors between off-line and online media. As per research done by
Elvestad, Phillips and Feuerstein (2018). There have been sharp decline in the use if the offline
media. The online media has been taking advantages over the offline media. The use of the
online media has been rising rapidly over the time. The use of the online media including online
journals, books, videos and games. The online streaming have been taking over the traditional
TV shows and serials. Individuals among 16-24s have been sending time on linear TV, broadcast
radio and physical print press that has been dipped slightly. However, the gentle nature of the
decreases is important to note, and it’s certainly telling that the younger age groups are the
biggest readers of printed press. Several online activities have been seen through various age
groups. Online radio and press have been rising in due time. However, this increase has been
slow in compared to social media and other platforms. Traditional forms of media are not
abandoned. It can be said that online media formats have diminished the use of traditional media.
There have been significant effect in the society with the use of online media (Xie and Huan
2017). There have been increase in the health issues among children due to excessive use of
computers and screens. Eye problems have been major effects on young generation. The
stamina and fitness of young generation have been decreasing continuously with playing online
games for hours over the computer and smartphones.
However, there have been several benefits of the digital media over the internet. The
pace of data transfer have been increase in this digital era. Digital media has also helped in
providing employment to lot of people in the society. Digital platforms including blogs, articles,
YouTube have been providing financial help to millions of people all over the world. As argued

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by Chassiakos et al. (2016), there have been still claims regard the digital platforms that it has
been promoting false news and data. However, AlSayyad and Guvenc (2015) commented that
there have been many interesting facts ad data available in the digital platform. There have been
rapid change in the use of newspaper and television. Most of the young generation individuals
have been focusing in the internet based life rather than using the traditional media. They have
been investing their time over internet for entertainment and getting connected with the word.
Interactive digital media has been providing change in the society. Media innovation has
been contributing to economic and social change processes that have been meeting both
economic and social innovations. The generation gap in the society has been creating issues in
this change. There have been conflict of mentality among old people and young people. Old
generation have been still stuck with the traditional use of media. However, young people have
changed themselves to digital media usage. Therefore, this create conflict of mentality among
old and young generation. Therefore, this dual character of media innovation have been affecting
social behavior of human beings (Todor 2016). Existing approaches in the media innovations
have been maintaining a keen approach in the development of the society. Innovation in digital
media has enabled connection between different people at different places. Family members
have been able to see their loved ones various social media platforms including Facebook and
Instagram.
This has provided flexibility in communication. Students have been able to get distance
learning with the help of the internet. Students have been able to get knowledge about several
topics over the Google search engine. In general point of view, the internet has been the
backbone of today’s world. Digital media has been at its peak point of application in the general
world. The virtual world have become more important that of real world. However, excessive

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use of digital media including online surfing and laying video games have been causing health
risks (Felix, Rauschnabel and Hinsch 2017). There are many actions games due to which many
young generations have been becoming ferocious. The World Economic Forum is committed to
helping organizations in both the private and public sectors to navigate through this
transformational change. The Shaping the Future Implications of Digital Media for Society
project is one of many initiatives from the Forum to stimulate multistakeholder collaboration in
addressing some of the implications on society of this fourth industrial revolution (Kaplan and
Haenlein 2016).
Conclusion
It can be concluded that there has been massive changes from traditional media to
modern interactive media. The history of media has been analyzed in the report. The
development in the mass media has been provided in the report. The impact of the change of
traditional media to interactive media has been provided in the report. There have been various
sources of entertainment sources available over the internet including social media websites and
You Tube. YouTube has been the major source of videos over the internet.

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References
AlSayyad, N. and Guvenc, M., 2015. Virtual uprisings: On the interaction of new social media,
traditional media coverage and urban space during the ‘Arab Spring’. Urban Studies, 52(11),
pp.2018-2034.
Chassiakos, Y.L.R., Radesky, J., Christakis, D., Moreno, M.A. and Cross, C., 2016. Children and
adolescents and digital media. Pediatrics, 138(5), p.e20162593.
Elvestad, E., Phillips, A. and Feuerstein, M., 2018. Can Trust in Traditional News Media Explain
Cross-National Differences in News Exposure of Young People Online? A comparative study of
Israel, Norway and the United Kingdom. Digital Journalism, 6(2), pp.216-235.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
Kaplan, A.M. and Haenlein, M., 2016. Higher education and the digital revolution: About
MOOCs, SPOCs, social media, and the Cookie Monster. Business Horizons, 59(4), pp.441-450.
Stefanone, M.A., Yue, Z. and Toh, Z., 2019. A social cognitive approach to traditional media
content and social media use: Selfie-related behavior as competitive strategy. new media &
society, 21(2), pp.317-335.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), p.51.
Xie, M. and Huan, X.H., 2017, December. The Challenges and Survival Paths of Traditional
News Media in Big Data Era. In 2017 International Seminar on Social Science and Humanities
Research (SSHR 2017). Atlantis Press.