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New Media loosely describes those forms of communication and art enabled by computing technology. We currently use "New Media" to provide a broadly accurate (but also somewhat imprecise) sense of those communications, technologies, and artworks made possible or actual by advances in digital computing. "New Media" communication environments are readily interactive, which opens new possibilities for conversation and feedback. The line between "New Media" and Old media is blurred because the Old "have been recreated, re-engineered, revised, and re-mediated. New media perpetuate the old."• This relationship of old to new media is productively discussed within the context of grammatology (the history and theory of writing), concerned with transformations of the apparatus (social machine) of language, from orality to literacy, and from literacy to electracy. The technology and forms of usage, that is, must be understood within the context of institutional practices and identity formation.
What is classed as New Media? The New Media industry The New Media industry shares a close association with many market segments in areas such as software/video game design, television and radio, and particularly advertising and marketing, which seeks to gain from the advantages of two-way dialogue with consumers primarily through the internet. The advertising industry has capitalised the proliferation of New Media with most of the advertising powerhouses running multi-million dollar interactive advertising subsidiaries, such as Ogilvy Interactive (Ogilvy & Mather), Tribal DDB (DDB Worldwide), and AtmosphereBBDO (BBDO Worldwide). Most recently, New Media includes mobile phones. Handset Manufactures, Carriers, Aggregators and direct to consumer companies like Jamster, Zingy, REALHIPHOP.com and the Kontent Kingz are at the forefront of leading the New Media ecosystem of organizations to heights never before realized. | ||||||||
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