THE USE OF NEW MEDIA TOOLS IN COMMUNICATION
The use of new media has greatly changed communication as it demands has increased over the years. Internet accessibility has played a significant role as it has enhanced interactive communication of the user through feedback as well as creative participation. In this case, the online newspaper has been characterized by dialogue through the connection of content ad conversation (Duhé, 2007). This has enabled sharing of information throughout the world possible creating a platform for comments and discussion on a variety of issue. The use of new media as communication tools for the organization have resulted in a positive impact in the organization as the platforms for communication have been technologically advanced give a chance to the organization workforce to comment as well as be creative due to the exchange of ideas (Kitchen & Uzunoglu, 2014).
The perspective has been influenced by the fact that a lot has been achieved mostly yielding positive results for both the organization and the people. Its accessibility has encouraged many readers as they are able to keep up with the current trends (Kitchen & Uzunoglu, 2014). The media includes images, web links and videos that promote the readers to search for related articles in order to broaden their knowledge. Through the participation, there has been a transformation of a participant community of donors and editors who benefit the non-community readers.
Communication theory considers leadership to be a wide scope that is not limited to management as it facilitates the success of the organization. Leadership style influences the activities of an individual or a group in the workforce towards goal achievement. This can be achieved if the right information is based to the employees so that they can be aware of what is expected of them (Mortensen, 2008). Leadership style encourages participation of employees through planning, problem-solving as well as decision making. However, the type of communication between the leader and the employees is shaped by the leadership style. For example in the dictatorial type of leadership communication is channeled from the top management to the lowest level of the organization. Authoritative communication is best suited when there is little or less time for consultation (Mortensen, 2008). Consultative and participative leadership facilitates communication in both ways creating room for innovation and creativity. The communication in this leadership styles is best used in new media as it encourages ideas and feedback. Employee’s attitude control on how effective they communicate as it creates a conducive environment to exchange ideas.
Understanding what new media tools means through awareness facilitates communication. This is because there is knowledge passed of the new media making a large population know about its users, the experience of others and the likely benefits an individual may get. The awareness program aims at exchanging the methods and the experiences that are derived from the active use of new media, especially the young people who are in touch with the current technological trends (Global & In Information Resources Management Association, 2016). The awareness creates exposure, encourage engagement, results to influence and leads to a generation funnel. The impacts of the awareness get people to communicate more promoting intercultural communication due to the many numbers of users from diverse cultural backgrounds.
Training and the practical use of the new media tools has a significant effect on communication. This is because it changes how people use the tools. Training prioritizes the individual as they are made to know the most effective way of using the tools in order to reap maximum benefits. The training is considered to be an adaptive learning that facilitates understanding of the society (Bozarth, 2010). This helps the individual to communicate the relevant information that will be beneficial to others thus encouraging more communication between the users. It also ensures that the objective of the new media tools is meet as well as its effectiveness. This lays down a strategic plan for the user to have a goal and be consistent. This ensures that the organization achieves the goal of effective communication which will ensure that the right information I passed down to the reader (Bozarth, 2010). Training also facilitates collaborative communication between the readers that enables individual success. The training forms an expectation platform that strengthens the social networks resulting in better communication.
Diverse background and cultural influences affect effective communication when not well managed. Some communities are a reserve to technology and other has been slow in accepting and adopting it. However, with training and practical use of the new media tools cultural diverse can be considered to be a positive impact on communication (Gibson & Lando, 2016). This is because different users can be able to learn from others cultural practices of different users resulting to more knowledge. The connectivity ensures that there are great ideas exchange that. It has a significant influence on communication when users at the end are able to collaborate effectively. The cultural influence is that ideas may differ significantly to the other in which they can use the influence of others to be creative (Shoemaker & Reese, 2013). With the training and the benefits ripped from new media tools many cultures have adopted their use as it has helped them communicate with other cultures enabling them to know what the another side is. This encourages communication as they are willing to adopt the beneficial practices of the other communities.
Regulations have shaped the use of new media tools. This is because the stipulate how they should be used mostly in order to recognize positive impacts to the society. Without regulation, the tools can be used to take advantage of other unsuspecting users depriving them off right of engaging with other fairly. It can also be used to destroy the reputation that has been building up for a long time (Cooke, 2010). The regulation of the electronic communication ensures that there is the privacy of information because in a case of a breach there could be significant harm. The regulations respond to communication between individuals and also the organization to be self-regulatory (Duhé, 2007). The regulations ensure that people communicate with each other taking into consideration social and ethical respect from them. Both social and ethical obligations require individuals to be well behaved and to be responsible for what they say. The social and ethical rule makes individual communicate in a more effective manner. Social responsibility ensures better communication prevents individuals from engaging harmful acts by encouraging them to perform activities that are in relation to the social goals (Cooke, 2010).
Corporate social responsibility ensures that the organization distracts its self from harmful articles that may have a negative impact on the society. This ensures that the organization makes ethical decisions on what to publish and including content that can help the readers (Duhé, 2007). It is a platform that can be used by the organization to create awareness to the reader by creating a material sense and the welfare of the society. This is done by addressing the issues that are relevant to the society by identifying ways in which they can actively participate. This influences the direction of communication between them as the society and the organization becomes more responsible towards a common agenda.
Organizations have embarked on huge investments in the new media tools as a way of showing commitment. They have allocated huge funds that in order to obtain various tools used for communication which is technologically advanced (Cabañero-Verzosa & Garcia, 2009). These tools have facilitated communication in that the users can express their opinions as well as interact with others more frequently. The organizations have included web-based tools and services that have enhanced communication through information sharing and collaboration. The tools are user-friendly as they create a platform that can share video, audio, photos further enhancing their engagement.
Organizational threats have negatively affected communication through the new media tools. The great threat is security. Sensitive information may be licked out that may have a negative impact such as tarnishing the reputation of the organization (Shoemaker & Reese, 2013). The threats make communication slow as the users are slow to trust each other limiting them to share their ideas. Lies have found a place in the new media tools as people tend to live in a virtual world. This results to unrealistic feedbacks that in most cases are morally and ethically wrong.
The implementation of the new technology has changed the responsibility of the managers and they have to be more competent. In order to curb the organization, threats managers have first to get experience in order to guide the development of effective strategies. A dual role for managers is an implementation of the managers that they should be able to serve as developers and implementers has reduced the level of risk (Shoemaker & Reese, 2013). The implementation of the market perspective has helped organizations to receive the new technology in a more responsible ground. Framework for information and multiple internal markets have help managers plan carefully minimizing the threats.
When strategies concerning threats are implemented the organizations get numerous chances of growth and expansion. First, the users feel safe when using the web-based tools as they know that security has been addressed by the company (Shoemaker & Reese, 2013). This increase the number of users which in return increasing the demand for information as well. This creates a chance for the organization to go global such as expanding to other geographical regions. Due to this factor, the organization grows in size as it increases the number of employees as well as the mew media tools. The organization infrastructure becomes more developed with job description more clearly (Shoemaker & Reese, 2013). With the growth, the organization is able to increase its revenue and profitability strengthening the company financial position.
In conclusion, the use of new media tools will progressively increase with time as many organization and people prefer using the tools for communication, interaction and exchanging innovative ideas due to their convenience. According to Ryan Holmes, the sum of social media users grows at a rate of 25% each year with current users totaling to 2 billion. A research conducted by Holmes has shown that out of 10 companies in the U.S 9 of them have active social networks. This has increased exposure to the organization leading to a boost in sales. This is an indication that in the next five years there have been many predictions. This includes less noise, ease of use, more context, ease of access and ease of understanding the context. According to Jonathan MacDonald, there shall be automated technologies that will increase communication (Sterkenburg, 2012). According to David Lemereis, there shall be a drastic change by scientists who will develop Natural User Interface (Sterkenburg, 2012). Therefore it is true to say that in the next five years there shall be more powerful new media tools that users will use to enhance communication.
Reference
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