De­cline of tra­di­tional me­dia and rise of so­cial me­dia

The Financial Daily - - NATIONAL -

HFaiza Rao

ar­shita Anand says "So­cial me­dia is a form of mass com­mu­ni­ca­tion such as us­ing the in­ter­net, on the other hand, tra­di­tional me­dia in­cludes news­pa­per, tele­vi­sion and ra­dio etc.". Tele­vi­sion as a part of tra­di­tional me­dia brings col­or­ful pic­ture with sound but ra­dio car­ries only sound. News­pa­per, on the other hand, en­hances our lan­guage in terms of writ­ing and read­ing ca­pa­bil­i­ties. News­pa­per car­ries in­for­ma­tion con­cern­ing dif­fer­ent sub­jects through dif­fer­ent units like ar­ti­cles, columns, fea­tures, news sto­ries and so forth. But the prob­lem with news­pa­per is; it takes time to dis­patch the in­for­ma­tion, and peo­ple have to wait for the in­for­ma­tion around its time in­ter­val of 24 hours. But, in this case, tele­vi­sion is the only medium that airs in­for­ma­tion round the clock.

The idea; tra­di­tional me­dia is los­ing the ground be­fore so­cial me­dia is some­how ac­cept­able, be­cause news­pa­pers take time to con­vey in­for­ma­tion for which peo­ple wait but tele­vi­sion is still in its full swing. In ad­di­tion to this, some peo­ple do not have abil­ity to read news­pa­per but they are eas­ily in­formed through tele­vi­sion. Tele­vi­sion, on the flip side, breaks the in­for­ma­tion gap for the blind peo­ple who do nothave abil­ity to watch any­thing but it presents ev­ery­thing through sound be­fore them. This is the praise­wor­thy step which the tele­vi­sion mea­sures to break this in­for­ma­tion gap. Be­sides, the deaf peo­ple have no abil­ity to lis­ten to some­thing but they can read the news­pa­pers and also the tele­vi­sion brings the sub ti­tles in the bot­tom of screen which de­scribes what some­one is talk­ing to them.We can read news­pa­pers and mag­a­zines eas­ily and also can lis­ten and watch to ra­dio and tele­vi­sion chan­nels re­spec­tively. Also, we can ac­cess to so­cial me­dia in cheap rates mostly young peo­ple read the news­pa­pers and books di­rectly through in­ter­net but aged peo­ple do not read the news di­rectly through in­ter­net be­cause they are not in­ter­ested in the so­cial me­dia.

Let sup­pose, if a per­son is ha­bit­ual to read book and he/she trav­els to a cer­tain place, they have no ac­com­mo­da­tion of books. So they use the smart phones which they ful­fill their need to read books through. That's the rea­son tra­di­tional me­dia is los­ing the po­si­tion be­fore so­cial me­dia to some ex­tents. In acad­e­mies, so­cial me­dia is used at greater ex­tent through which stu­dents share aca­demic in­for­ma­tion with one an­other. It means so­cial me­dia is also help­ful in ame­lio­rat­ing aca­demic per­for­mance.

In emer­gency, our fam­ily mem­bers go to for­eign coun­tries this help also they get through so­cial me­dia, and they com­mu­ni­cate peo­ple liv­ing abroad be­fore they leave their homes. So­cial me­dia af­fect also the lives of teen-agers. They spend many hours in us­ing so­cial me­dia for watch­ing videos, lis­ten­ing to mu­sic and play­ing games. Be­sides, teen-agers take help of so­cial me­dia to de­velop pre­sen­ta­tion and school home work. So­cial me­dia grow in all so­ci­eties they have the greater im­pacts on the minds of peo­ple.

Use of so­cial me­dia has be­come a gen­eral trait among elite and lower class peo­ple. One day, a girl was read­ing the drama in writ­ten form through smart­phones, "I can­not use books in hands", she said. It means tra­di­tional me­dia is grad­u­ally los­ing the ground. The lives of peo­ple get dis­tract, when they feel them­selves to be de­prived of their so­cial me­dia use for lit­tle. So­cial me­dia has be­come a panacea for their lone­li­ness and iso­la­tion as well. Peo­ple can­not live sans me­dia of new type.

In Pak­istan, it is big chal­lenge to com­bat this heavy use of so­cial me­dia among peo­ple. The re­search aimed at find­ing the so­lu­tion to this grue­some phe­nom­e­non must be ex­e­cuted. Also, the panacea for the tra­di­tional me­dia to be reused cum uti­lized must be in­tro­duced at best.

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