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FACULTY OF EDUCATION AND LANGUAGES

ABCC1103

INTRODUCTION TO COMMUNICATION

Degree: Bachelor in Education (TESL)

Name: Nirukshi Perera

UGS00068643

Rg NO: BED07009

Email : [email protected]

0702154541

Tutor: Ms. Sajewani Buluthota

Learning Centre: IIHS,Welisara,Srilanka

May 2021
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Table of Contents

1. Introduction …………………………………………………………………3
2. The impacts of new media…………………………………………………..4
2.1. On the young generation ……………………………………………..4
2.2. On the culture ………………………………………………………..5
3. The challenges faced by users of new media ………………………………6
4. Solution to the challenges faced by users of new media …………………..8
5. References………………………………………………………………….10
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1. Introduction

The start of the concept of “new media” goes together with the rise of computer technology in
the late 20th century. This technological development gradually started to replace the traditional
media. Prominently starting with the introduction of personal computers and video game
systems. Since then, analogue media such as personal computers, Walkman, camcorder and the
cell phone, has intruded with the internet and turned products like videos, music and pictures into
digital media. For example, classic time’s singers would have been once selling music on
cassette tapes. But nowadays it is as simple as uploading one’s music on YouTube and getting
publicity. New media technology is defined as “A generic term used to describe all forms of
computer-based or web-related communication technology characterized by creative
participation and interactive user interface…” (Ogbu, 2020). Basically, any media that is
delivered digitally. Social media, blogs, wikis, music and television streaming services,
interactive games, virtual reality, etc… are considered as new media technologies. These are
typically delivered through a website or apps via a mobile phone, laptop or similar device.
Whereas, in contrast, television, radio, magazines, newspapers, etc… are known as “old media”.
Although most Media are entirely new to us (Ex. Podcasts, Facebook), new media and old media
can be sometimes seen working side by side in today’s world. “For example, the New York
Times is available at newsstands as well as at their Internet site.” (Friedman & Friedman, 2008).
Further, one of the most influential part of new media is the use of social networking sites
allowing people to have a network of connections with other people. “The potential for social
media was realized under the conditions of what is called Web 2.0, which refers to a new way of
using the connectivity of the Internet to bring people together for collaboration and creativity—
to harness collective intelligence (O’Reilly, 2012). We can define “New Media as a new
technological advancement not only for the field of social or cultural aspect but also working
hand in hand with environment for sustainable development”. (Mitra, 2011).

In the past ten years or so there can be seen a rapid growth in the use of new media and most
prominently social media, in the lives of Sri Lankan citizens. Sri Lankans are adapting fast and
new media has now taken over the traditional media methods such as the newspaper, radio and
the television. These new media and technologies has caused the change of behavioral and
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cultural patterns of the young generations in Sri Lanka – especially seen in the urban areas of the
country. This essay aims to examine the impact of new media technologies on the Sri Lankan
culture and the younger generation’s behavior, skills, education, social interactions, etc… And
further assess the challenges faced by users of new media and suggestions of solutions to
overcome these issues.

2. The impacts of new media

2.1. On the young generation

With the expansion of new media there has been lot of changes, the younger generations being at
the forefront of this. The reason they are affected the most is probably because they were born
along with the development of digital technologies. They are taking a more active role in
participation compared to the generations before them. “Although teens overall spend less time
online than do adults (for a variety of reasons, including busy school and after-school schedules
and the need to share internet access with others), they are much more involved in the interactive
and communications aspects of the Internet.” (Packel & Rainie, 2001). “Youth are more than just
consumers of digital content; they are also active participants and creators of this new media
culture, developing content, designing personal web sites, and launching their own online
enterprises.” (Bunn, 2000; Sharp, 2000). Sites such as Facebook, Twitter, and virtual gaming
sites such as Sims, Second life, etc… opens up a space for our youth to communicate and for
entertainment. Although digital media has positive impacts as explained above, it is hard to
forget that it has its own negative impacts causing unhealthy habits among the youth.

One healthy use of new media and the internet is its usage in the education sector. Since many
other countries have already included digital technology in the classrooms, Sri Lanka has started
to do the same. There have been initiatives by the government to install digital equipment and
internet access in schools. Thus, the skills of using the internet for browsing education related
information has become a must in school students. Nowadays, the private universities too (as
well as government universities now, during the pandemic situation) deliver its materials via
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electronic mediums in Sri Lanka, making the youth have access to educational context easily.
Hence, making the younger generations possibly smarter and tech savvy compared to the
previous generations.

Further, there is a positive impact when it comes to new businesses among the young generation.
Traditional mediums are being used less and less and social sites such as Facebook, Instagram,
helps businesses connect with the targeted customers for free costing less money, time and
energy. This new trend is seen used by the youngsters to start up small businesses easily. New
media tools also help big businesses and brands to make connections and followers increasing
the organizations performance. Therefore, it helps the new generation to get professional jobs by
finding business and job opportunities via the web. 59% of job recruiters have hired via
LinkedIn, 26% via Facebook, and 15% via Twitter (Darshana S.,2016).

Some negative impact of social media and new media is that it leads to addiction, lowers
motivational levels and practical knowledge, sharing too much of information and damages the
behaviors of kids as well among the youngsters making them isolated from the world. For
example, according to a research conducted by A.Rameez (2015), he came to a conclusion that
the students are facing the problems of Facebook depression, particularly the male students, as
they are fully immersed in it almost all the time. It also reveals that the Facebook creates a false
sense of connection with the people around the world; a lot of the people in the Facebook roam
around with fake ids, which cause innumerable problems. Interestingly, the study reveals that the
closed relationship in the Facebook becomes distant and on the contrary, the distant relationship
in the Facebook becomes closer. More importantly, the study finds that it causes massive
challenges on the socialization process of younger generation and their privacies.

2.2. On the culture

Everyday life has become entwined with technology and so has culture. “Culture includes the
language, social life, cuisine, dressing style, etiquette, moral values, the judicial system,
economic structure, esthetics of the people living in a certain society.” (Coteli, 2019). The
pressure created by new media has rapidly and effectively spread among large groups socially.
With the acceleration of mass media and technological advancements there can be seen a change
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in culture. Our view on cultures have become broader, because we are able to connect with
anyone, anywhere.

3. The challenges faced by users of new media

It is already well known fact by now that digital media has replaced and continues to replace
traditional media in a number of ways. “The new media has offered people of the world the
opportunity to have instant communication regardless of the distance .A lot of new media, both
broadcast and print have over some time invested a lot of resources in digital media and have
mobilized a very significant number of audiences online. Every credible news medium in recent
years has built and created digital audiences than what the print media use to do years back.”
(Demuyakor, 2020). News organizations use new media to distribute news and be in touch with
the changing trends of the world. The digital media has grown and expanded during the past
decades. However, with the rise, it throws many challenges for testing such applications.
Despite the fact that new media play the vital roles such as communication, collaboration,
education etc, it poses few major challenges too.

Lippe et al, (2019) have ague that, notwithstanding the increase in productivity and other
opportunities created by digital media, there are still some visible gaps created by digital media.
These inequalities may result in the fall of global economies. “In terms of diminishing work
effectiveness and outputs, digital media has the potency to do so. Workers are also distracted due
to the multiple digital media platforms and over-reliance on the vast quantities of information as
well as content available to them.” (Demuyakor, 2020).

“Digital media is changing the levels of empathy in society, which results in fewer hours that
such consumption leaves for face-to-face interaction.” (Demuyakor, 2020). Before the
introduction of new media face to face interactions were important in building social connections
in society among family and friends. Unfortunately, an online interaction introduced by digital
media is now the order of life, which has invariably broken the social bond that existed between
humanity (Peter, 2014).
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Moreover, an article by Rajiv Weerasendera (2014) revealed that several suicides were reported
in Sri Lanka recently where there were sufficient reasons to believe that the deaths were the
direct result of the victims’ engagement with social media. A survey by Kraut et al (1998)
concluded that greater use of the internet was associated with declines in participants’
communication with family members in the household, declines in the size of their social circle
and increases in depression. Users lacking in social skills turn toward social media resulting in
negative outcomes. There is also convincing data that social media increases the risk of exposure
of adolescents to pornography, cyber-bullying and unwanted sexual solicitation. (Valkenburg &
Peter, 2011). Since it is through social media that these online predators target vulnerable
individuals.

Not only sexual content, but some researchers believe that social media can be used by extremist
groups to target and recruit users of digital media. “Digital media is a very good avenue to the
sharing of information but can also be a very good tool for the dissemination of maleficent
content and propaganda.” (Paek & Lee, 2018). This kind of cases can be seen in Sri Lanka today
especially following the Easter attack in 2019.

Social media also poses a threat to the security and privacy of individuals. There has been cases
of hacking posing a threat to the audiences of social media. Furthermore, it is difficult to identify
whether identity of people are fake or real. Hence, in the past few years there have been many
cases of deception and fraud conducted using digital media. Social media has been used to
deceive users using technology. “As far as storage of data is concerned, social media poses
potential dangers to the individuals in various forms like identity theft, sexual predators, stalking,
unintentional fame, employment, apart from various threats for institutions.” (Kasturi &
Vardhan, 2014).
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4. Solution to the challenges faced by users of new media

Even though today’s users are enthusiastic about using digital media, it is not a good idea to
pretend there are no problems. There are certain challenges that come along, as discussed above.
It maybe technical problems or personal and skills related problems. It is the role of the youth to
promote correct use of digital media and come up with solutions to these issues.

 People should learn to utilize the social media platforms correctly in promoting important
social/environmental concerns. “For example, reduction of carbon foot printing may be
achieved by promoting it in the social media environment, instead of circulating the
pamphlets and brochures that it self violates the very purpose.” (Kasturi & Vardhan,
2014).
 It is the government’s duty to guarantee freedom of speech to its citizens. Therefore, they
should impose certain restrictions where needed concerning the users of new media and
social media technologies. “It is recommended to partner with a government entity with
similar objectives, such as youth or peace and reconciliation. E.g.National Youth Center,
Office for National Unity and Reconciliation. Likewise, it is effective to work with other
non-government peace-promoting institutions and establish a coordinated effort and share
resources among such organizations to be more effective and establish a sustainable
effect in promoting peace in social media.” (Cyber guardians, 2019).
 “Both service providers and the concerned competitive authorities at appropriate level
should look into this matter, so as to provide a better new media environment to the
audience.” (Kasturi & Vardhan, 2014).
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5. References

Ogbu, S. (2020). Media and Its Role in Protecting the Rights of Children in Africa.
https://www.igi-global.com/dictionary/new-media-technologies-and-childhood-education-
for-development-purposes-in-africa/52503

Friedman, L.W. & Friedman, H.H. (2008 August). THE NEW MEDIA TECHNOLOGIES:
OVERVIEW AND RESEARCH FRAMEWORK.
http://people.stern.nyu.edu/aghose/msi_4.pdf

Mitra, A. (2011). NEW MEDIA AND CONVERGENCE: A DEVELOPMENT

COMMUNICATION PERSPECTIVE.
https://www.caluniv.ac.in/global-mdia-journal/Winter%20Issue%20December
%202011%20Students%27%20Research/SR-3.pdf

O’Reilly, T. (2009). “What Is Web 2.0?” O’Reilly: Spreading the Knowledge of Innovators
http://oreilly.com/web2/archive/what-is-web-20.html.

Rainie L, Packel D, Fox S, et al.(2001). More online, doing more: 16 million newcomers
gain Internet access in the last half of 2000 as women, minorities, and families with modest
incomes continue to surge online.

Darshana S.,(2016). Facebook and Its Modern Impact, Author publish.

Rameez, A. (2015). THE IMPACT OF SOCIAL MEDIA ON YOUNGER GENERATION:

THE USE OF FACEBOOK AMONG THE UNDERGRADUATES OF SOUTH EASTERN
UNIVERSITY OF SRI LANKA.
http://www.seu.ac.lk/researchandpublications/symposium/5th/abstract/
socialsciencesandhumanities/80.pdf

Coteli, S. (2019). The Impact of New Media on The Forms of Culture:Digital Identity and
Digital Culture.
https://www.researchgate.net/publication/332950540_The_Impact_of_New_Media_on_The_
Forms_of_Culture_Digital_Identity_and_Digital_Culture
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Demuyakor, J. (2020). Opportunities and Challenges of Digital Media: A Comprehensive

Literature Review of Ghana.
https://www.researchgate.net/publication/340772152_Opportunities_and_Challenges_of_Dig
ital_Media_A_Comprehensive_Literature_Review_of_Ghana

Paek, B., & Lee, H. (2018). Strategic entrepreneurship and competitive advantage of
established firms: Evidence from the digital TV industry. International Entrepreneurship and
Management Journal.

Peter Kibe, N. (2014). New media in interpersonal communication.Journal of Mass

Communication & Journalism.

Lippe, J., Deroualle, N., Theodore, L., Blanquier, B., & Electronic business group (France).
(2019). Digital marketing: 2019.
Weerasendera, R. (2014). The impact of social media in Sri Lanka: issues and challenges in
mental health. file:///C:/Users/Dell/AppData/Local/Temp/7049-24858-1-PB-1.pdf

Kraut R, Patterson M, Lundmark V, Kiesler S, Mukopadhyay T, Scherlis W. (1998). Internet

paradox. A social technology that reduces social involvement and psychological well-being?

Valkenburg PM, Peter J. (2011). Online communication among adolescents: an integrated

model of its attraction, opportunities, and risks.

Dr. Suman Kumar Kasturi & Prof. P. Bobby Vardhan. (2014). SOCIAL MEDIA:KEY
ISSUESAND NEW CHALLENGES-A STUDYOF NALGONDA DISTRICT.
https://www.caluniv.ac.in/global-mdia-journal/COMMENTARY-JUNE-2014/C_1.pdf

Cyber guardians. (2019). Young People Countering Hate Speech on Social Media in Sri
Lanka. https://www.sfcg.org/wp-content/uploads/2020/05/SFCG-
SRI_Lanka_Rapid_Conflict_Assessment_on_Hate_Speech_2019.pdf