COMM 401: Research Paper on Digital Media and the Internet

This report, prepared for a COMM 401 course, examines the significant impact of digital media and the internet on media economics. It begins by defining digital media and its role in the economy, including its influence on business and customer interaction. The report then delves into an explanation of the topic, drawing on articles and a book to explore digital transformation, marketing strategies, and the shift from traditional to digital marketing. It covers topics like social media's role in business, the rise of internet marketing, and the impact of the internet on various aspects of the economy, including marketing, pricing, and e-commerce. Furthermore, the report summarizes the significance of digital media and the internet in media economics, highlighting online content models such as video text, paid internet, and the free web, and their implications for business innovation and growth. The report also provides personal opinions on the subject.

Running Head: Management
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Business Economics
Digital Media and the Internet.
3/17/2020

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Contents
Introduction......................................................................................................................................2
Explanation of the topic...................................................................................................................2
Briefly summarize the significance of Digital Media and the Internet to media economics...........5
Present your own personal opinions on the subject Digital Media and the Internet.......................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

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Introduction
Digital media includes several things such as video, audio, text, and graphics. All the
digital media is the digitalized content that is presented on the blog or the websites and is
transmitted over the internet. It is the tool that has several uses in the world as these tools help
in communicating with the people and also helps the business in interacting with other things
(Lupton, 2014). Digital media is changing the face of the government as it is the transformative
technology that is used nowadays and more effective in facilitating growth. The world is
becoming digital so digital media plays an essential role in the economy in enhancing the
growth as it gives the platform to the business activities to expand their activities. The future of
the economies is brightening through the increasing trend of digital media as this tool not only
boosts up the business but also helps in attracting the customers.
Internet is the communication protocol which is connected through the interconnected
networks and provides a variety of communication and the information facility. Internet is the
basic reason behind the up-gradation of the economy as it carries many applications and
services which include mail, social media, telephony, streaming media services, sharing the
files, etc. Internet is used for several things which will be stated in this report as it is the World
Wide Web which helps in connecting the business and doing their activities in a more effective
manner (McChesney, 2013). Digital media and the internet helps the economy in converting to
the digitalization and internet economy so that the business market can be enhanced and digital
computing technologies help in leading to the growth of the economy.
Explanation of the topic
Selected Article: Morakanyane, R., Grace, A. A., & O'Reilly, P. (2017, June).
Conceptualizing Digital Transformation in Business Organizations: A Systematic Review of
Literature. In Bled eConference (p. 21).
Digital technologies are not even changing the economy of the world but also changing
the nature of early childhood and the pedagogies in the digital era. Digital media is highly used
in the business as it is leading to the growth of the business and also the easy way to attract the
customers. As per the literature review, the digital media is the central matrix concept which
helps the economy is leading to the extent level (Mills, 2016).

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Several digital marketing tools are used by companies such as social media, email
marketing, advertising the products, etc. which helps in reaching a large audience. The
economy of the country is getting upgraded with the products through the use of social media
(Morakanyane, et al., 2017). Several users use social media platforms so it becomes easy for the
business to attract a large pool of customers. The major social media tools which are used are
YouTube, Facebook, Instagram, etc. which allows the business to lead the business.
If any new product is launched in the market than with the help of the digital media the
promotion of the product and services can be done so it helps the economy in enhancing the
new product in the market. To reach the tourist and to local; consumers' social media is the best
source in bringing the foot traffic to the shop.
Digital media also helps the business in connecting with the audience and knowing
them better. Social media has several benefits such as it deliver a valuable product to them and
leads the customers to more mergers with the business. The business provides better customer
services through digital media and allows the customers to resolve their issues easier. The
companies are building their brand and positively connecting with the customers by dealing
with the issues.
With the help of the digital media, the companies get to know what the customers
wanted with from their products so if any alterations in the product requires then it is done by
the companies. The valuable insight is achieved and helps in fixing the elements of the business
(Morakanyane, et al., 2017).
Digital media also uses videos, photos which help in engaging the audience too as it
creates the organic content in the public. With the help of digital media, many opportunities are
opened with the companies in engaging with the valuable leads.
The companies can also evaluate their performance through using the digital media as if there is
more traffic on the websites means the company is doing a great job and if the traffic is less
than the company has to enhance their performance to attract more customers. With the help of
the digital media market, the economies are upgraded as it gives higher conversation rates. The
competition in the market can also be tracked through digital media so it gives several benefits
to the companies and economy to evaluate the performance (Višňovský, et al., 2015).
Selected Book: Kotler, P., Kartajaya, H. and Setiawan, I., 2016. Marketing 4.0:

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Moving from traditional to digital. John Wiley & Sons.
The Internet has converted traditional marketing into digital marketing. The marketing
strategies of the companies are enhanced by reaching more customers and by changing the
traditional approaches into the digital one (Kotler, 2016). The economy of the country has
increased its GDP rate through internet marketing as it provides the country with the reach of
global access. Online marketing is done nowadays with the help of the internet which available
24/7 (Avital, et al., 2015). Internet marketing is of the lower cost and builds a long-lasting
relationship with the customers. Online sales have boosted the economy and lead to higher
growth of the business.
With the help of internet marketing, the companies are promoting the products and
leading the higher traffics. Internet helps in enhancing the technologies also which helps in
leading to the higher growth of the economy. The Internet helps in knowing what is going in the
country and what are the fluctuations which will become in the country.
The productivity in the market has enhanced with the help of the internet as people get
the resources and the raw materials by accessing the internet (Peitz and Reisinger, 2017). The
international companies are also connected to the economy with the help of the internet so this
gives the economy the power to stay connected with the other countries too. The goods and
services are distributed to the different parts of the world through the internet so it significantly
reduces the cost of many transactions. The efficiency of the management also increases through
the internet and helps in enabling the firms to manage the supply chains. With the help of the
internet, the access of the supply chain products can be done and the communication with the
customers and the partners can be done easily (Kotler, 2016).
The internet helps the economy in increasing marketing and pricing and also makes the
prices more transparent. The buyers and sellers get the opportunity to meet through the internet
and enhance their market also.
The internet has brought great transformation in the range of old economy arenas
which has a great impact on health care and government. The internet has brought opportunities
for many companies to increase their capital in the market through the share market and also
allows them to enhance their growth (Villanti, et al., 2017). The Internet also promotes
ecommerce trade which helps in lowering the prices for the consumers and resulting in living
the higher standards (Goldfarb, et al., 2015). The productivity gap has been closed through the

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internet so it gives the economic benefits in boosting the productivity and growth of the
economy. The knowledge of the people also enhanced through the internet as it helps in
building innovation in the country.
Briefly summarize the significance of Digital Media and the Internet to media economics.
In the media economic the internet and digital media have done several benefits as it
helps in enhancing the productivity and the growth of the companies by reaching to a large
number of the audience. There are several online content sources in the digital media which
helps the companies in providing the news, information, activities and the other concept
regarding the products of the companies and the other things related to the economy. There are
three models of the online content sources which are used in the digital media to lead to more
business innovations in the economy (Dimitrova, et al., 2014).
Video text: In North America the newspaper companies initial attempts to use the
video text. The televisions screens are also used for conveying the messages to a wide audience
in which text conveyed video is there. This activity emerged in the 1970s where the newspaper
changes to the ICT for phototypesetting. In the audio operations is the information can be easily
altered or reused. The cable TV networks also supported the use of video text as it helps in
facilitating the content more easily. The revenues which are earned from the newspaper are
quite enough to cover the infrastructure and the creation. The video text is also offered by the
publisher at the lower cost and as free to promote the video text (Arnott, et al., 2018).
With the help of the online distribution, the improvement in the video text has created an
idea of information is implemented more appropriately. The economy is getting with the video
text as timetables have been set for the airports and the trains and added some text sites also. The
index of the sports news was placed certain information through the video text (Finkelhor, 2014).
The consumers are also attracted through this digital media source and give the cots advantage to
the companies. But many duplicated contents were made through the video text so people are not
fully interested in this content and providers to have abounded this model.
Paid internet: It is the alternative to the video text which helps in generating profit and
recovery to the cost. For the distribution of the materials, the internet is the most attractive
avenue. The United stated of the government has funded the money for the existence of the

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software and the internet so that military projects should not engage in the link of the internet in
the 1970s. Later on in the year 1980, traditional communication has used which helps in
accessing the dial-up services and charges free access to the internet (Huckle, et al., 2016).
This model was not favorable to the market as its required time to print the information. The
audience has to wait for the long hours to print the information so the audiences were frustrated
with this. This model has done the success in the market by distributing the technical and
financial information and [provide the information effectively.
Free web: Some general content providers rejected the model of the paid internet but
there are certain benefits of the internet paid which has attracted the remained distribution.
There were many processes by disliked by the audience so the creation of the associated
software and the World Wide Web software helps in developing the ICT industry. The free web
also provides graphic delays and the other things which help the consumer to use the primary
consumers (Tiago, et al., 2014).
The free web hosting has several advantages which help the economy in saving the
money. The free web has limited options such as storage and speed of page load. It helps in
supporting the technical and improving technical support. The website security is also improved
through domain associated email address and high reliability is maintained and also updated the
things on time (Kutscher and Kreß, 2016). Three types of digital media have the several uses to
the economy which are owned media, paid media and earned media.
The social media channels are the owned media which has several benefits to the
economy. The traffic on the website can en owned by promoting the online content so it is
called the paid media. With the help of social media, the customers recommend the things by
the mouth or through their words so it is called the earned media. Digital media has improved
digital marketing communication tools such as advertising, display ads, search engine
optimization, etc.
Email marketing and advertising are the two major tools which are benefited to the
economy at the extent level (Swan, 2015). With the help of email marketing, many customers
are gathered and attracted and this also consists of the lower cost. Email marketing has
benefited the economy by boosting the sales of the economy and also builds a stronger
customer relationship. Email marketing also increases the traffic to the websites and provides
better brand recognition.

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Email marketing is also the cheapest way as it is done through the internet which is
cheap and provides the affordable option to reach millions of people quickly. With email
marketing, the track records can also be maintained so it helps in ascertaining where the
economy of the country stays (Buckingham and Willett, 2013). Email requires the internet
where is no further expense so it is easy to receive and send messages. The speed of the internet
is quite fast and it is the virtual communication system that allows the companies to conduct
business operations more appropriately. The flexibility of the economy can be attained by
accessing the messages from anywhere in the world (Tiago, et al., 2014).
Advertising has supported the economic growth in the country as they have supported
the competitiveness in the economy. The choice of goods and services is increased by the
consumers through the advertising of the internet and provides information regarding the
product which helps them in attracting many customers. The economy is positively getting
affected by the advertising as it helps in creating more jobs which helps in reducing
unemployment in the economy (Wilder-Smith, et al., 2016).
The jobs are also created in the economy as advertising helps in increasing the demand
and the supply of the product so it will also help in supplying more, manufacturing more and
shipping the product and services more.
Advertising also has several pros in the economy that this digital media
helps in educating the consumers so that no one can take advantage of them and helps in
eliminating the middle person. By eliminating the middle person the economy grows and the
salesman has been getting supported. Advertising raises the standards of living of the person by
serving the higher quality products and enhances the market industry to grow at the extend rate.
Present your own opinions on the subject of Digital Media and the Internet.
I think digital media and the internet have played an essential role in marketing
strategies and also enhances the growth in the economy. Digital media is the way through
which the products and services of the market are enhanced and the economy gets the
opportunity to increase the competition in the market. When there is more competition due to
the internet services the economy of the country also upgrades as it provides the different
applications and services which help in making more innovation in the economy (Taylor, et al.,
2014).

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In today's world, everyone is becoming addicted to the internet and online marketing so
digital media and the internet are enhancing the market through the world wide web’s such as
electronic mail, social media, internet telephony, and the other streaming media services. I think
the internet has played a crucial role in saving the cost in all the sectors of the economy and also
results in growing productivity faster (Salem, et al., 2017). The living standards in the economy
are enhanced by the internet as it brings the technological revolution.
The major benefit to the economy is that it opens the doors for international trade
which benefited the economy at the wide range from wider geographic access.
For the digital media, the internet is the backbone I think where the activity of the world has
been shown through social media and also underpins the powerful catalyst. I have seen that
major business has grown up their marketing strategy through advertising so in my opinion
business also helps in reaching the customers through the internet. It gives benefits to society
and the economy as the internet has incredible multiple effects (Jenkins and Bogost, 2016).
Digital media have several tools that I have seen but for me, the major tools which are
used in the economy and which are benefited to the economy are social media tools,
advertising, and email marketing. These tools have the traffic of the audience and also cost
lower (Van Deursen and Helsper, 2015). Digital media has increased the competition in the
market which results in the innovation of the product and helps in increasing the efficiency and
the productivity of the economy.
Digital media has also brought more employment in the economy which helps in
providing opportunities for the people to remove inequality and unemployment. Digital media
helps in attracting huge traffic to the websites and helps in introducing the products of the
companies to the consumers (Micheli, 2015). It not only helps in enhancing the growth of the
economies but also making them aware of the product to the consumers so no one can take
advantage of the consumers.
I think digital media has more benefits which help the economy of the country to grow
and increase the rate of the GDP (Kutscher and Kreß, 2016). Digital media helps in social
connecting to the people, versatile working and speedily communicate the main information to
the consumers. The huge proportion uses the internet over the web which helps in giving the
opportunities to access the things and to acquire the world knowledge through this web. The
Internet has provided digital technology also so in my opinion so it has increased the machine

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work faster and makes the world more automated.
The Internet is also information storage so it helps the economy in storing things.
Digital media is the way through which large important information can be shares and aware of
the people regarding what is happening in the world and how to remain to save from them.
Digital media and the internet helps in enhancing digitalization also and provides an
enhancement in the technology which will helps in increasing the efficiency of the economy
(Campbell, 2012). Digital media and the internet help in building the brand and helps in
evaluating the performance of the economy. It allows the economy to empower the country
through social media and provide a wide range of services through the internet.
Conclusion
From the above report, it is concluded that digital media and the internet are essential in
enhancing the growth of the economy. In today’s world, the tools of digital media are the
strongest way to target the market and with the help of the internet, only the audience is
attracted. In this report, the use of digital media and the internet on enhancing the growth and the
productivity of the economy has started. The personal views of mine are also shared. The article
was studied thoroughly and from that, it was evaluated that for digital media, the internet is the
backbone that helps in enhancing the economy.
Digital media also uses videos, photos which help in engaging the audience too as it
creates the organic content in the public. With the help of digital media, many opportunities are
opened with the companies in engaging with the valuable leads and lead to growth. The internet
has brought the great transformation in the range of old economy arenas as it has brought the
opportunities for many companies to increase their capital in the market through the share
market and also allows them to enhance their growth. The major benefit to the economy is that
it opens the doors for international trade which benefited the economy at the wide range from
wider geographic access.
The economy is positively getting affected by the advertising as it helps in creating
more jobs which helps in reducing unemployment in the economy. The competition in the
market can also be tracked through digital media so it gives several benefits to the companies
and economy to evaluate the performance. Digital media helps in social connecting to the

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people, versatile working and speedily communicate the main information to the consumers.
Email marketing has benefited the economy by boosting the sales of the economy and also
builds a stronger customer relationship. So in this report, several digital media sources are
explained and their benefits have stated.

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References
Arnott, L., Palaiologou, I., & Gray, C. (2018). Digital devices, internet-enabled toys and digital
games: The changing nature of young children's learning ecologies, experiences and
pedagogies. BJET, 49(5), 803-806.
Avital, M., Carroll, J. M., Hjalmarsson, A., Levina, N., Malhotra, A., & Sundararajan, A.
(2015). The sharing economy: Friend or foe?.
Buckingham, D., & Willett, R. (Eds.). (2013). Digital generations: Children, young people, and
the new media. Routledge.
Campbell, H. A. (Ed.). (2012). Digital religion: Understanding religious practice in new media
worlds. Routledge. Retrieved from: https://www.amazon.com/Digital-Religion-
Understanding-Religious-Practice/dp/0415676118
Dimitrova, D. V., Shehata, A., Strömbäck, J., & Nord, L. W. (2014). The effects of digital
media on political knowledge and participation in election campaigns: Evidence from
panel data. Communication research, 41(1), 95-118.
Finkelhor, D. (2014). Commentary: Cause for alarm? Youth and internet risk research–a
commentary on Livingstone and Smith (2014). Journal of child psychology and
psychiatry, 55(6), 655-658.
Goldfarb, A., Greenstein, S. M., & Tucker, C. E. (Eds.). (2015). Economic analysis of the
digital economy. University of Chicago Press.
Grieve, G. P., & Veidlinger, D. (Eds.). (2014). Buddhism, the internet, and digital media: The
pixel in the lotus. Routledge.
Howard, P. N., & Hussain, M. M. (2013). Democracy's fourth wave?: digital media and the
Arab Spring. Oxford University Press.
Huckle, S., Bhattacharya, R., White, M., & Beloff, N. (2016). Internet of things, blockchain and
shared economy applications. Procedia computer science, 98, 461-466. Retrieved
from: https://www.sciencedirect.com/science/article/pii/S1877050916322190
Jenkins, T., & Bogost, I. (2014). Designing for the internet of things: prototyping material
interactions. In CHI'14 Extended Abstracts on Human Factors in Computing
Systems (pp. 731-740).
Kutscher, N., & Kreß, L. M. (2016). “Internet is the same like food”–An empirical study on the