New Media (AQA A-Level Sociology): Revision Notes
New Media
Digital technology and the internet have transformed how we communicate and share ideas. The digitalisation of media refers to the shift from traditional formats like newspapers and television to digital platforms accessible through devices like smartphones, tablets, and computers.
Distinctive characteristics of new media
New media differ from traditional printed media (newspapers and books) in several key ways:
Understanding these four key characteristics is essential for analysing how new media have transformed communication and society.
Accessibility
New media utilise digital communication methods, particularly the internet, allowing content to be shared quickly, easily, and often for free. This represents a major shift from traditional media which required physical distribution and often payment.
User control
Modern audiences have increased power over their media consumption. Streaming and catch-up services allow viewers to choose what programmes they watch and when they watch them. This contrasts sharply with traditional broadcasting schedules where audiences had to watch programmes at set times.
Convergence
A single digital device (such as a smartphone) can access many different types of media content. Users can listen to music, watch videos, and read books using the same device, demonstrating how different media forms have converged.
Interactivity
New media enable direct engagement between audiences and content. Examples include:
- Contacting live radio shows through social media platforms like Twitter, email, or Facebook
- Using the red button to vote on reality television programmes
- Commenting on and sharing content across platforms
The revolutionary versus evolutionary debate
Sociologists disagree about whether new media represent a revolutionary transformation or simply an evolution of existing patterns.
This debate is crucial for understanding how significantly new media have changed society. The evidence supports both perspectives, making this an ongoing area of sociological discussion.
Revolutionary perspective
Some sociologists argue that new media have fundamentally transformed cultures, economies, and individual personalities. Key evidence includes:
- Privacy attitudes have completely changed due to social media, with people commonly sharing personal details online, putting them at risk of losing control over who has access to their identity
- Traditional communication methods still exist - most people still need to use phone lines to access the internet, suggesting the changes build on existing infrastructure
Evolutionary perspective
Other sociologists, including Cornford and Robins (1999), argue new media are evolutionary because they developed from technology that already existed. They contend that interactivity isn't exclusive to new media, pointing out that traditional newspapers have always allowed people to share their views through letter columns.
Worked Example: Boyle and Haynes (2004) Study
Boyle and Haynes (2004) examined media coverage of sport following the development of mobile phones and 3G internet.
Research Process:
- They investigated claims by phone manufacturers about dramatic, revolutionary changes in football broadcasting and marketing
- They analysed the actual integration of mobile technology with football media
Key Findings:
- The integration of mobile technology and football media was actually an evolutionary process
- Mobile technology offered extra options for viewing football rather than replacing traditional options like television broadcasting
This study demonstrates how technological claims don't always match real-world implementation.
Usage patterns by demographics
Age differences
- Young people are the biggest users of new media. A 2015 survey found approximately 5900 UK citizens had never used the internet, with only 31 aged 16-24
- Older people's use of new media is increasing. Another 2015 survey found the percentage of over 65s who reported using a smartphone to access the internet doubled between 2012 and 2015
The digital underclass
People who cannot access new media form part of a digital underclass. This creates inequality as essential services increasingly move online:
The creation of a digital underclass represents one of the most significant social challenges of the digital age. As more services move online, those without access face increasing disadvantage in participating fully in society.
- Getting a passport and registering to vote are now mainly carried out online
- Lack of internet access creates a major barrier to accessing these services
Factors creating digital exclusion
People in poverty are often excluded from new media because they cannot afford to pay for broadband or new media devices. This creates a digital underclass where people cannot fully take part in society due to lack of access to digital services.
Rural communities also face limited internet access. In some remote areas, the infrastructure for modern broadband has not been installed, and many areas have poor coverage for 3G and 4G internet connections.
Attitudes towards new media
Curran and Seaton (2003) identified that people can be divided into two groups - cultural pessimists and neophiliacs - based on their attitudes towards new media.
Cultural pessimists view new media negatively
Cultural pessimists highlight several concerns about new media:
Corporate Control New media are mainly controlled by powerful multinational corporations like Microsoft and News Corp. Increasing globalisation means these companies have far-reaching influence over consumers.
State Surveillance New media are also controlled by the state, which reduces privacy. The whistleblower Edward Snowden revealed in 2013 that the American state security were secretly hacking thousands of people's emails.
Economic Exploitation While consumers benefit from online shopping and next-day delivery, this comes at a social cost. Some online retailers have been criticised for avoiding taxes and exploiting workers to offer these services whilst maintaining profits.
Spread of Harmful Content Freedom of information on the internet means offensive views can be spread easily. Misogynistic content (based on dislike of women), racist and terrorist material can be easily shared online.
Neophiliacs see new media as a positive force
Neophiliacs argue that new media bring several benefits:
Consumer Choice The development of technology leads to increased consumer choice. The growth of online shopping means consumers can shop around for the best deal. Companies use global websites to advertise their products, allowing consumers to buy products from multiple countries.
Democratic Information Sharing People can share more information, making society more democratic because people are exposed to different views.
Global Culture Inventions like satellite TV mean viewers can access television content from many countries. Some shows become global phenomena (such as Game of Thrones and Doctor Who), creating a sense of shared culture.
Democratic potential of new media
There is ongoing debate about whether new media enhance democratic participation:
Arguments for democratic potential
- New media can break down cultural hegemony where a dominant set of views controls society
- Online media platforms make communication less regulated compared to traditional media
- Websites like YouTube, Tumblr, and blogging websites allow people to create their own media and present ideas to a global audience
- This makes media more representative of society because anyone can contribute content
Concerns about quality
However, Andrew Keen (2007) argued that the democratic nature of the internet can harm quality. Media like Wikipedia that are crowd-produced (created and edited by anyone) may be more democratic, but content is often badly written, uninformed, and unchecked. These sources are free and easy to access, potentially replacing traditional professional material.
Key Points to Remember:
- New media have four key characteristics: accessibility, user control, convergence, and interactivity
- Sociologists debate whether new media represent revolutionary change or evolutionary development of existing patterns
- A digital underclass exists, particularly affecting people in poverty and rural communities who lack access to new media
- Cultural pessimists focus on corporate control and harmful content, while neophiliacs emphasise increased choice and democracy
- New media have democratic potential but raise concerns about the quality of user-generated content