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The internet has been appropriately used in the spread and passing of communication messages over the last two decades effectively well. Nevertheless, at inception the roles the internet is currently playing never appeared forthcoming. Internet applications seem to be getting the traditional media my surprise and storm that was earlier projected.
Internet seems to be finding more utility across board. The youth and the elderly alike are using the internet and the World Wide Web in the accessing of vital information. Internet however, seems to be enjoying a number of competitive advantages over the traditional media. Inherently, internet is devoid of censorship as is the case with broadcast media and written media. Newspapers and television are normally extensively censored to ensure that the information reaching the readers is feed no indoctrinating information.
The transmission of internet information is relatively faster compared to the traditional media. This seems to give the internet an edge over the various traditional media. Althaus & Tewksbury argue that this makes the internet and the World Wide Web a preferred choice for consumers. Besides the distribution costs of the information available through the internet is marginally lower compared to the traditional media. On their part Waal & Schoenbach assert that given the economic nature and rationality of consumers, they have to seek the medium which is relatively cheap to them; internet appears to be such type of media.
The World Wide Web according to John, Yan & Zhan, has been used in accessing the information and the news from the traditional media. This further makes the internet a preferred alternative by many consumers. Most consumers will prefer to have all their products under one roof; the internet seems to offer this preference with much efficacy yet is very cheap. In addition the internet has been used to access a variety of information simultaneously; this further makes the internet and the World Wide Web more popular with most of the consumers.
In retrospect, those who use the internet have been found though research to love readership that those people who use traditional media such as the radio and the television. Consequently, one will argue that the internet is promoting the readership culture which has bee found to be dwindling over the years. Subsequent, Waal & Schoenbach assert that the internet and the World Wide Web has been found to gratify the desires of most of the reading class with variety.
The youth have argued that the internet has a high superiority than are the traditional media. This is because along with the passing of information and news to the readers and visitors of these sites, the internet also provides other sites that offer entertainment alongside the functional aspect of passing information. On their part the traditional media largely offer singular services at a time. This doubles up the utility of the internet as a medium of communication.
The television and the radio can presently be accessed through the internet. This is perhaps the troubling part about the interaction between the internet and the traditional media. While the internet was initially meant to supplement the other forms communications the internet is apparently substituting the traditional media altogether. Waal & Schoenbach state that this has started rendering the traditional media obsolete, redundant, and inappropriate and less convenient.
In their view John, Yan & Zhan, find the traditional media have over time been seen as less effective because of the lack of interaction that has been found to run through most of the traditional media. Overall this characteristic feature of traditional media makes the internet and the World Wide Web have a competitive advantage over them altogether. Internet allows for prompt feed back.
Traditional media have remained over the years to be single directional. In the beliefs of Althaus & Tewksbury this feature makes the internet exceptional makes most consumers have preference for this medium. This has been made possible through lead links that makes it possible for the reader and visitors of the various sites to have salient concerns addressed without contact with the developers of the different sites on the internet. This interaction lacks in the other traditional media and hence leveraging the internet above them.
According to Althaus & Tewksbury, the youth in particular and the young have a lot of anxiety over the computer. This makes them have preference to the internet than they have for traditional media. In addition, the developers of the various sites spice the sites with varying entertaining features that make the sites addictive to those who visits them. Subsequently, the visitors of the sites start developing a dislike for traditional media.
At the development of the internet and the World Wide Web, the central objective was to develop a medium for communication and not an medium for entertaining, this dynamic feature has seen the internet transform from a mere source of communication to a multivariate medium that provides this incidental services at ago.
It emerges from the foregoing discussion that the revolutionary nature of the internet remains less so; because the adoption of the use of the internet results in the reduction in the use of other traditional media. Waal & Schoenbach asserts that this contravenes the founding principles for which the internet was ardently developed and designed. The consumption behaviour of the internet users eats unplanned into the incomes of the users. John, Yan & Zhan, argue that this makes the internet a counterproductive venture within the economic precincts.
The displacement of the traditional media by the internet has been massive. While this displacement would not be ardently brought out through this paper, it is projected that the newspapers and the broadcast will suffer an immense blow. This is seen to be dependent on the media complexities that have been prompted by the media environment and the changing trends in the internet world.