American Advertising Federation Research Paper Example | Topics and Well Written Essays - 2250 words

American Advertising Federation - Research Paper Example Complex consequences of such progress of information-communication technologies for the sphere of media today still cannot be estimated unequivocally. It is obvious, that such development means the technological evolution of traditional media. An example of the transformation of wired networks in independent sector of the media industry has already shown, that the creation of new technology of distribution of television signals has led to the occurrence of the new form of the television business offering to an audience a new product and new services. The similar chain is observable by consideration of a course of technological progress in other media. In general, it can be presented as follows: What counts as new media is often debated, and is dependent on the definitions used. There is no one united definition for the term 'new media'. According to Chun & Keenan (2006, p.1), "the term 'new media' came into prominence in the mid-1990s, usurping the place of 'multimedia' in the fields of business and art...Although new media depended heavily on computerization, new media was not simply 'digital media': that is, it was not digitized forms of other media (photography, video, text), but rather an interactive medium or form of distribution as independent as the information it relayed".