byJohn Cafrene

Introduction

According to McLuhan (1969), the term “new media” will in general refer to those digital media, which are interactive, incorporate two-way communication and involve some form of computing as opposed to “old media” such as the telephone, radio and TV.

These older media, which in their original incarnation did not require computer technology, now in their present configuration make use of computer technology as do so many other technologies, which are not necessarily communication media like refrigerators and motor cars. Many “new media” emerged by combining an older medium with computer chips and a hard drive. We have surrounded the term “new media” with quotation marks to signify that they are digital interactive media. When we use the term new media without quotation marks we are generically denoting media. What’s new about today’s “new media” is that they are digital, they are linked and cross linked with each other and the information they mediate is very easily processed, stored, transformed, retrieved, linked and perhaps most radical of all easily searched for and accessed. This is why I believe that McLuhan’s stunning analysis of the new media of his day, namely electric mass media, and their total transformation of education, work and society deserves and requires an updating.

Summmary

In brief, the new media have taken over the old media whereby the advancement of technology in this 20^th c have clearly established the boundaries between the old media and new media. Therefore people depend much on the new media for information circulation.

Applicability of New Media

The new media is interactive because it makes the virtual community whereby people interact in various social media such as twitter, instagram, whatsapp and facebook. The difference between new media and old media is that, the new media is interactive and feedback is immediate. Therefore the corporate communication practitioners are able to communicate with the stakeholders.

Interactivity of the New Media

The interaction of these people in social media is what is making the two way communication.

In various businesses and companies, the corporate communication personals make sure that they interact with their customers and other stakeholders.

In most cases the corporate communication professionals interact with the customers when they want their views about the new product. Or about the advertisements.

For example the telecommunication companies like Airtel, have an instagram account in which they interact with their users and customers. The interaction is mostly about the quality of their services and the ability to adapt to the new service. Or their reaction to the promotion.

Also the customers may share the information among themselves, concerning the quality and quantity of the products and the services.

These customers may make the virtual community through creating the groups in whatsapp, instagram and facebook.

Impact of the New Media in Corporate Communication

Helps the corporate communication to communicate well with the stakeholders such as customers, donors and investors.

The corporate communication practitioner sends the information to the virtual community concerning any changes about the organization. These changes could be about the product, services or the branding.