It thus, icreases accountability. Te web 2. 0media are also cheaper ways of advertising and can carry more advertising messages as opposed to mainstream media. Tis means that the business that is the main source of revenue for mainstream media is being diverted. Te use of the web 2. 0platform can also allow users to post information that is targeted at a specific audience based on the target audience of the blog. Tis increases precision of the message and increases the chances of reaching the target audience more using mainstream media (Dahlberg & Siapera 2007).
Acording to Jenkin’s convergence cultures, te old and the new media is the place where informed people and those who are not so informed get to share information without any inhibitions. Tis leads to interdependence as people then have to depend on the old media that is comprised of professional information seekers to confirm or deny any reports that are shared on the new media. Jnkins also notes that technological change does not result in the drastic shift of sources of information to new.
I means that the two move closer together until they find a convergence point. Tis does not necessarily lead to conflict. Te role of the new media is to unite virtual communities and letting them share information. Jnkins notes that the digital platform is characterized by convergent of information, prticipatory opinions, ad commonality of purpose (Nguyen 2008). Acording to Jenkins, cnvergent is the point at which the two platforms meet and share individual characteristics that facilitate sharing of information. Te convergence leads to collective intelligence where with sentiments have a platform for sharing their sentiments (Nguyen 2008).
Te people are brought together by a common purpose or commonality of opinions on the new media platform and they share the information. Te participatory culture of new media allows users to share information, ealuate, epress ideas, ad compare information through the new media. Te space for sharing information is not limited to space and presence (Bivens 2008). Te digital media erodes the traditional role of traditional role of journalism such as editorial gate keeping and integrity. because what traditionally censored by the editorial team, cn easily be shared with, ad accessed by millions of people as. ..
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