Kostenko Anna

UNIT 2
TRADITIONAL VS NEW MEDIA
Synopsis
This unit gives an overview of traditional and new media, describes peculiarities of both
types of media and familiarizes learners with their coexistence.

Content
identify functions and features of traditional and new media;
- classify different types of social media platforms;
- develop their understanding about the benefits of different types
of media in terms of information access.

Language
- learn related terms and phrases to discuss roles and functions of
traditional and new media;
- improve speaking and fact presentation skills;

Critical thinking
activate prior knowledge and make inferences;
- evaluate the benefits and drawbacks of traditional and new media;
- reflect on personal progress.

PRACTICAL component:
2.1. Role and functions of Traditional and New Media
2.2 Social Media Platforms
2.3. Access to information
Objectives (The students will):
- identify functions and features of traditional and new media;
- classify different types of social media platforms;
- develop their understanding about the benefits of different types of media in terms of information access
LEARNING OUTCOMES (professional):
IML1: to comprehend basic facts about the media and media business, including history, types, roles, functions,
standards, agents, access to information to understand how the media works in a democratic world
 IML3: to be able to analyze cases, systematize facts, interpret data to understand the visible and invisible
personal:
IML 9: to understand the need for enhancing media literacy competence and critical thinking skills for lifelong learning;
 ML 10: to know the basic terms, notions, and their meaning to communicate efficiently in a foreign language

PRE-LECTURING:

Before you read:

1.Has your personal attitude towards social media changed during the pandemic time?
2.Has the way you use social media changed?

Read the text and do the task that follows.

It’s not just work and the economy. COVID-19 is also changing how we use social
media

(Adapted from: https://www.channelnewsasia.com/news/commentary/covid-19-coronavirus-

has-changed-social-media-use-12636682 )
By Dr. Anuradha Rao, the founder of CyberCognizanz, a training and communications
company that focuses on critical digital literacy and keeping people safer in cyberspace.
 COVID-19 has been a highly disruptive period for individuals and societies the world over,
as we learn to adjust to a lifestyle where social distancing and virtual communication are the norm,
replacing physical intimacy and interactions. While social media has been an integral part of our
lives for the past decade, COVID-19 has caused an unprecedented surge in social media usage.
Consulting firm Kantar’s global study on media habits conducted from Mar 14 to Mar 24
2020 found a 61 per cent increase in social media engagement over normal usage rates. As more
countries have gone into partial or full lockdown mode since then, this figure is likely to have
increased.Millions of people worldwide have turned to social media to connect with family, friends,
and colleagues, as well as to stay abreast of the latest developments regarding the pandemic.
The unique nature of this crisis has also disrupted some of the usual ways in which social
media is used and consumed, generating a shift away from more narcissistic and individualistic
narratives to a more public-service oriented use of social media. While selfies, wefies and images of
activities conducted in lockdown abound – cooking, gardening, art and music have emerged as
frontrunners – an increased public consciousness has also emerged on social media.
This is reflected in various ways, such as informative posts providing updates from
governments and other credible sources; offering help, support, and (free) resources; messages of
solidarity and hope; and expressing concern for and helping the less fortunate during this difficult
time.
Social media use is also driven by shares, likes, and reposts, prompting us to post content
that is popular or fashionable at that time — whether it is socially conscious or not. Undoubtedly, as
we get used to life under COVID-19 and as the crisis resolves itself, we will return to many of our
familiar social media habits.
However, there is no denying that COVID-19 has triggered a global soul-searching, from
which a greater social consciousness has emerged.
And as we share this new, frightening reality, there is no better time to introspect about our
relationship with social media, and how to use it in ways that are more empowering and beneficial –
not just for ourselves and our loved ones, but for the larger global community.

1. What is stated in the text as for the way people use social media now?

As more countries have gone into partial or full lockdown mode since then, this figure is likely
to have increased. Millions of people worldwide have turned to social media to connect with
family, friends, and colleagues, as well as to stay abreast of the latest developments regarding
the pandemic.
The unique nature of this crisis has also disrupted some of the usual ways in which social media
is used and consumed, generating a shift away from more narcissistic and individualistic
narratives to a more public-service oriented use of social media. While selfies, wefies and
images of activities conducted in lockdown abound – cooking, gardening, art and music have
emerged as frontrunners – an increased public consciousness has also emerged on social media.
2. Is the author optimistic as for further development of social media? Specify your answer.

The author encourages readers to think about using social networks in such a way that they
bring more opportunities and benefit not only to us and our loved ones, but to the whole world.
3. What is your own opinion about further development of social media?
 I think that this is an industry that will progress more and more every day.
There will always be a demand for it, the success of development will never
wane.

PART 1. ACTIVATING PRIOR KNOWLEDGE (10 minutes)

Ex.1. Answer the questions:

1.What is Traditional Media? Give examples of Traditional Media.

Traditional media includes all outlets that existed before the internet, such as
newspapers, magazines, TV, radio and billboards. Before online advertising,
companies typically allocated most of their marketing budgets to traditional media with the
goal to increase their brand awareness and attract new customers.

2. What is New Media? Give examples of New Media.

New media is any media – from newspaper articles and blogs to music and podcasts
– that are delivered digitally. From a website or email to mobile phones and streaming
apps, any internet-related form of communication can be considered new media.

3. What forms of media do you consume on a regular basis?

- Traditional media: TV, billboards.
- New media: internet, telephone, everything.
4.What is meant by social media?

The term social media refers to a computer-based technology that facilitates the
sharing of ideas, thoughts, and information through virtual networks and
communities. Social media is internet-based and gives users quick electronic
communication of content, such as personal information, documents, videos, and
photos.

Ex.2. Comment on the quotations about traditional and new media. Do you agree with the
authors? Why? Why not?

“I think that learning to read between the lines of traditional media is one way to stay informed, and
also realizing that eventually you're going to have to cross-reference all sorts of different
information coming from different sources”
- Immortal Technique, a Peruvian American hip-hop recording artist and activist

“Being the first is old media, while being to the point is new media. And Twitter never forgets.”
-Mercedes Bunz, a German art historian, philosopher and journalist.
“The new media are not ways of relating to us the ‘real’ world; they are the real world and they
reshape what remains of the old world at will.”
- Marshall McLuhan, a Canadian philosopher, who worked on media theory

I agree with each of these quotations. I repeat that the new media is much
different from the traditional one. Now we can double-check any information in
any source, whether it is fake or not. The new media gives us more resources
where we can draw information to broaden our horizons. As for traditional
media, it allowed to know what was written and there were no special other
sources to double-check.

PART 2. PROVIDING AND ENCOURAGING OUTPUT (25-30 minutes)

Ex. 3. Watch the video “What is traditional media” prepared by Duong Huong
https://www.youtube.com/watch?v=8gTpzA8kFrY (watch till 5:46 min).

Make notes and answer the questions:

✔ In what way do types of traditional media differ? Give examples.

Speed of information- -( TV, radio - fast, newspaper, magazines- slow);

Amount of information – billboards ( small information), newspapers, magazines – lots of
information;
Audience – magazines or TV, magazines or radio (entertainment, sport or fashion, news.)

Why is advertising important for traditional media?

Advertising is messages that are created about products for sale and to develop media literacy.
✔ What are the features of traditional media?

✔ Produced by complex & formal organization.

✔ It has multiple gate keepers.
✔ It need a great deal of money to operate.
✔ It exists to make profile.
✔ These are highly competitive.
✔ FORMAL ORGANIZATIONAL STRUCTURE.

Ex.4. Watch the video “New Media vs Traditional Media” prepared from the point of view of
a business owner (www.INeedWebsiteTraffic.com) https://www.youtube.com/watch?
v=qRg9iefZK9Q till 5:46 min.
Do you agree with the statement that traditional media has been shifted by new media in
contemporary world?

In spite of the way it’s often positioned, traditional and new media do not have to go head to head.
These mediums can actually be used together to make your advertising campaign stronger than
ever. Traditional and new media can complement one another, with each playing a vital role.

To help that concept hit home, let’s look at an example. Say, for a moment, that you own a hair
salon and are trying to grow your business. Your target demographic is women ages 18+, and you
would especially like to reach mothers whose children need a haircut. You are currently using your
entire advertising budget on print and radio, and have seen some return on your investment, but
would like to see more.

One way you could achieve that is to spread out your advertising dollars. Imagine your advertising
budget as a pie. Each form of media is one piece of the pie, so right now your pie has two pieces:
one for print, and one for radio. What if you cut the pie into six pieces, however, and added in a
couple of other forms of media. New media, as we’ll get into a little later, tends to be much more
affordable than traditional advertising.

You could take some of the radio and print dollars and shift them into targeted mobile ads,
sponsored social media posts, and banner ads, and you would exponentially increase your reach.

Ex. 5. To understand the difference between new and social media, analyze the given pictures.
What do new and social media consist of? How do new and social media function? What
makes new and social media different?

Social media platforms allow users to have conversations, share information and create
web content. There are many forms of social media, including blogs, micro-blogs, wikis,
social networking sites, photo-sharing sites, instant messaging, video-sharing sites,
podcasts, widgets, virtual worlds, and more.
1. https://cyrilu.wordpress.com/2012/05/17/i-guess-thats-why-its-called-new-media/

2. http://internetwebconsultants.com/social-media/

To check your answers go to the article written by Christopher S Penn “What is the
difference between social media and new media? ”
https://www.christopherspenn.com/2019/11/whats-the-difference-between-social-media-new-
media/. Were you right in defining the main difference?
Ex.6. Groupwork. Look at the spidergram concerning main characteristics of new media.
Add the missing information in the bricks. Discuss results in groups.

To check your answers as to the spidegram consult the website

Revisesociology.com

PART 3. READING(20 -30 minutes)

Ex. 7 . Pre-reading activity.

Look at the Social Media
Comparison Infographic.
Reflect on the following:

1. Analyze the infographic.

Characterize every
platform in 2-3
sentences. How did the
new media platforms
substitute the traditional
ones? Give examples.
 The Difference Between Traditional Media vs. New Media. Traditional media
involves businesses targeting a large audience via billboards, print ads, and TV
commercials. On the other hand, new media allows companies to target a
smaller yet more specific target audience through social media, pay-per-click
ads, and SEO.

2. What are the most popular media platforms?

YouTube. YouTube hails as the second most popular search engine in the world
today, right behind its parent company, Google. ...
Facebook. With nearly 2.5 billion monthly users, Facebook is hands down the
largest social media site in the world. ...
3. Twitter. ...
4. Pinterest. ...
5. Snapchat.

3. How old is new media? Is it older than you used to think?

Old media, 1900 media, or legacy media, are the mass media institutions that
predominated prior to the Information Age; particularly print media, film studios,
music studios, advertising agencies, radio broadcasting, and television.

4. What is the purpose of social platforms?

Social media platforms allow users to have conversations, share information
and create web content.

5. Do you know the meaning of the notion “Social platform” mean? In what way is it
different from the traditional platform (radio, TV, printed press)?
Social media reaches a maximum audience, while traditional media's
audience is generally more targeted.
6. What is your favorite media platform? Which media do your parents and grandparents
follow? Do your preferences differ?
Facebook, Instagram, Tik Tok, my parents prefer the same, and TV sometimes.

Infographic is taken from: https://www.leveragestl.com/social-media-infographic//

Ex.8. Scan the article “6 New Media Social Media Platforms Marketers
should Watch in 2021” by Pamela Bump
(https://blog.hubspot.com/marketing/new-social-media). Answer the questions
and fill in the given table.

8.1. Who started media evolution? How did people manage to launch social platforms?
8.2. Fill in the first and the third columns of the given table.
8.3. Groupwork. Discuss how these inventors changed history and society. Fill in the last column
together.

Name of the inventor Invention Country How this invention changed history and
 and year society
 ByteDance, Zhang TikTok 2012 reveals the talents of many people
Yiming
Roen Seth and Paul  Clubhouse 2020 -
Davison
Jack Dorsey Twitter Spaces 2006 -
media empire 21st Caffeine 2018 -
Century Fox and venture
capital firms Andreessen
Horowitz and Greylock
Partners
Kevin Systrom and Mike Instagram Reels 2010 -
Krieger
Epic Games Corporation Houseparty 2016 -

Who was the inventor and who launched the most popular social platform? Prove your
answer.

Ex. 9. Read the article “The role of traditional and new media in the digital age” from the
website of the European Union written by the Commissioner Günther H. Oettinger. The
information is taken and adapted from https://www.science14.com/the-
role-of-traditional-and-new-media-in-the-digital-age/

The Commissioner Günther H. Oettinger gave a lecture on the significant

role of new media in the digital era to the audience of the Deutsche Welle
Global Media Forum.
He explained that with the beginning of digitalization, media sector has been remodeled and
the boundaries between traditional media and digital media are obscure.
For example, social media is hosting more and more professionally-made content and is an
increasingly important route to news.
In the last few days, The Reuters Institute for the Study of Journalism published that
countries like Germany, France, UK, Italy, and Spain increasingly use Facebook as their way to
distribute news.
Günther H. Oettinger pointed out, that at present, a great amount of young people no longer
watches the evening television news. This new generation prefers to inform themselves through
multiple source of online media.
Traditional and new media are merging into a larger, predominantly-digital media
environment. Physical boundaries – including among national media markets – are becoming less
relevant due to mobile technologies for example.
The positive thing is that Europe has a very strong and high-quality media sector. In such a
mutable context, we only need to make sure that media are up to speed as regards innovation and
that our regulatory framework is adapted to the new environment.
This media convergence comes, undoubtedly, with implications and challenges on different
levels. As new participants will enter the market, it becomes necessary to invest more in technology
and business models research and to design an innovative space that could fit our cultural tradition
and a global business mind-set.
The Digital Single Market Strategy will lead to a more integrated EU market, with better
services at better prices and more choice.
The Strategy revolves around three main pillars:
● improving access to online goods and services across Europe.
● digital networks and innovative services.
● maximizing the growth potential of the Digital Economy.
Two announced legislative initiatives will have a direct impact on the European audiovisual
market and on the copyright field, in order to regulate both of them.
However, the European Union must put its attention not only
in media innovation and in the modernization of regulation, but also in
the sphere of media’s freedom and pluralism. Whether a media outlet
is so-called traditional or online, media practitioners will always have
to be warranted the right to report facts and offer their views and
opinions. A lack of media freedom and pluralism impacts negatively
the European media and creative industries. This can influence a
media company’s decision whether to have a presence or to make
additional investments in a given Member State.
The Commissioner Günther H. Oettinger added that the EU
will launch two new independent projects to assure media’s freedom
and pluralism. The two projects have their origin in the European Centre for Press and Media
Freedom and have the support of the European Parliament.
Due to the launch of the projects, violations of press freedom and pluralism will be observed,
researched, registered and reported to both the public and the relevant authorities.  Actions to
support threatened journalists will also be organized. The existing monitoring tools will be
enhanced and complemented by digital training and campaigning actions.
(picture source: https://www.science14.com/the-role-of-traditional-and-new-media-in-the-digital-age/)

Answer the questions about the text.

1. What content is currently on social media?Why?
Social media is hosting more and more professionally-made content and is an increasingly
important route to news.
2. What does the Commissioner Günther H. Oettinger say about news and young people?
Günther H. Oettinger pointed out, that at present, a great amount of young people no longer watches
the evening television news. This new generation prefers to inform themselves through multiple
source of online media.
3. How did the boundaries of the media market expand?
Traditional and new media are merging into a larger, predominantly-digital media environment.
Physical boundaries – including among national media markets – are becoming less relevant due to
mobile technologies for example.
The positive thing is that Europe has a very strong and high-quality media sector. In such a mutable
context, we only need to make sure that media are up to speed as regards innovation and that our
regulatory framework is adapted to the new environment.
4. What does media need to be up to speed?
improving access to online goods and services across Europe.
digital networks and innovative services.
maximizing the growth potential of the Digital Economy.
5. What are the implications and challenges of media convergence?
It brings together the “three C's”—computing, communication, and content—and is a direct
consequence of the digitization of media content and the popularization of the Internet.
Media convergence transforms established industries, services, and work practices
and enables entirely new forms of content to emerge.
6. What is The Digital Single Market Strategy? What will this lead to?
The Digital Single Market strategy seeks to ensure better access for consumers and
business to online goods and services across Europe, for example by removing barriers to
cross-border e-commerce and access to online content while increasing consumer
protection.
7. How can freedom and pluralism of the media be guaranteed? Do you think there is a problem of
freedom of speech on social networks now?
A lack of media freedom and pluralism impacts negatively the European media and creative
industries. This can influence a media company’s decision whether to have a presence or to make
additional investments in a given Member State.
The Commissioner Günther H. Oettinger added that the EU will launch two new independent
projects to assure media’s freedom and pluralism. The two projects have their origin in the
European Centre for Press and Media Freedom and have the support of the European Parliament.
Due to the launch of the projects, violations of press freedom and pluralism will be observed,
researched, registered and reported to both the public and the relevant authorities. Actions to
support threatened journalists will also be organized. The existing monitoring tools will be
enhanced and complemented by digital training and campaigning actions.
PART 4. GUIDING TO MORE CALP (20-30 min.)

Ex. 10. Access to information.

Functions and Theories of Mass Communication. Scan the article “A Brief
History of Newspaper Lingo” by the University of Minnesota Libraries
Publishing (https://open.lib.umn.edu/communication/chapter/15-2-functions-
and-theories-of-mass-communication/).
Collect the data and discuss your results in small groups by filling in the table:

Name of the function Why did it appear? Platforms Other information

Information The media saturation news media outlets

has led to increased
competition to provide
information
ethical gray
More than passing on
information
people who share
common values and
interests wanted to
gather online
Diversion
mass media requires
some third party to get
a message from
people and messages
needs “hitch a ride” to
be received on
additional channels
Optional. If you are interested in the theories of mass communication, continue reading and
fill in the table

Name of the function Why did it appear? Platforms Other information

Name of the theory Time/creator idea of the theory Other information

The hypodermic  Francis Rynd in  A linear In this theory the

needle Dublin in 1844 communication media is seen as
theory that powerful and able to
suggests that 'inject' ideas into an
media messages audience who are
are injected seen as weak and
directly into the passive and could
brains of passive be influenced by a
audiences message.

Theories of primacy Hermann  the observation The primacy effect

and recency Ebbinghaus  that information involves
presented at the rehearsing items
beginning until they enter
(Primacy) and end long-term
(Recency) of a memory. The
learning episode recency effect
tends to be involves the
retained better brain's ability to
than information hold up to seven
presented in the items in short-term
middle memory.

Answer the questions:

Did you know about all functions of Mass Communication?
 surveillance, entertainment, correlation, and cultural
transmission.
Do you find the theories interesting? Share your ideas.
Mass communication theories are outlined into three
categories:(1) theories about culture and society, (2)
theories of influence and persuasion and (3) media use
theories (Littlejohn and Foss). Understanding a few of the theories on mass
communication, let’s look at some skills that will help you become a better and more
critical consumer of mass communication.
Which function is the most important for society and why?
The function of mass media is to observe the society closely and continuously and warn about
threatening actions to the mass audience that are likely to happen in future in order to decrease
the possible loss.
 11. Watch the video “The History of Social Media”
(https://www.youtube.com/watch?v=Z1D7_NH5TBA&feature=youtu.be). Write out
10 terms connected with social networks. Check their meaning if necessary.
social network, twitter, facebook, network, and world wide web, audience,
platform, analytics
11.1. Answer the questions:
1. When and where did the first social network appear?
 The first social media site is born (1997) On one of the first true social media
sites, SixDegrees.com, you could set up a profile page, create lists of
connections, and send messages within networks.
2. When did it appear in your country and town?
Odnoklassniki in 2006.
3. What are the most popular social networks today? Why are they popular?
YouTube. YouTube hails as the second most popular search engine in the world
today, right behind its parent company, Google. ...
3. Facebook. With nearly 2.5 billion monthly users, Facebook is hands down the
largest social media site in the world. ...Instagram, Facebook

PART 5. WRITING

Ex.13. Discuss the given pictures with statistics below. Why is social media considered to be a
modern concern?

Social media is defined by its interactivity, connectedness, and user-generated content. In

today’s society, the use of social media has become a necessary daily activity. Social media
is typically used for social interaction and access to news and information, and decision
making.  It is a valuable communication tool with others locally and worldwide, as well as
to share, create, and spread information. Social media can influence consumer’s purchase
decisions through reviews, marketing tactics and advertising. Essentially, social media
vastly impacts our ability to communicate, form relationships, access and spread
information, and to arrive at the best decision.
Perhaps the most influential social media tool is social networking sites.  Facebook, Twitter,
Tumblr, Blogger, LinkedIn, and Google + are all familiar names to the large majority of
society; active social media user or not.  Almost everyone from the ages of 13 to 64 has a
Facebook account.  These social networking sites can be used to connect people worldwide. 
This means that business meetings can be conducted internationally via Google Hangouts or
old friends can reconnect.  For businesses, schools, and various other groups, the
communication possibilities are endless.
These social networking sites have increasingly grown beyond personal use.  Recently,
employers have begun using social networking sites to examine the background of their
prospective candidates, as well as to host interviews via Facebook or other social media
technology tools.  Groups can schedule virtual meetings or brainstorm together even when
they can’t physically meet. This eases the scheduling pressures for school projects and
board meetings.  It goes without saying that we as a society have a grown reliant and
dependent on social networking sites.  Overall, we rely on social networks for connectivity
and primary communication in today’s world.
One of the largest industries that social media has had an effect on is news and journalism. 
Since, the internet is now the fastest and easiest way to get news, print media is diminishing
and publications are being forced to post their articles online.  Another effect of this
advanced technology is that virtually anyone can now deem themselves a “journalist” and
produce news that they feel is accurate and credible.  Almost instantly we can create, share,
and spread newsworthy or gossip stories across the globe. Social media has only made this
easier.  Top news stories are being broken via Twitter and other social networking sites and
people worldwide are made aware of them almost instantaneously.  The power of social
media has allowed our society to be much more knowledgeable of worldwide affairs and
news.
According to the Nielsen Social Media Report, active social media users have a higher
likelihood of being influenced offline.  Social media is now beginning to impact its’ users’
decision making processes.  Reviews and blogs are posted constantly describing colleges,
restaurants, products, companies, etc.  Some people have learned to rely on these reviews to
make their decisions.  For example, Johns Hopkins University created “Hopkins Interactive”
which is a social media site designed by current students for prospective students.  On this
site, prospective students can see the unedited versions of students’ experiences at Hopkins. 
Prospective students visit this site to get the behind the scenes look of the school and to
determine if the school is right for them.
In addition, social media tools have become the new must have tool in the marketing world. 
Digital and internet marketing are on the rise, and those with no presence on social media
will slowly become extinct.  Entrepreneurs and small business owners are beginning to rely
on social media sites to spread the word about their companies.  Internet marketing at this
point is almost synonymous with social media because it is almost guaranteed to reach the
largest audience and produce the greatest effects.  The future of the marketing world
promises to be shaped by social media.
The possibilities are seemingly endless for social media.  It is uncommon for people to go a
day without using or referring to social media.  Whether it is used for communicating,
learning, or decision making, social media is here to stay and will continue to affect our
society.
TwitterFacebookLinkedInEmailMessengerSlack
PART 6. FURTHER EDUCATIONAL RESOURCES

Ex. 15. Read the article “What is New Media?” by Joe Cote  (https://www.snhu.edu/about-
us/newsroom/2020/02/what-is-new-media).
15.1. Comment on the quotation from the article:

“Earning a new media degree can be an excellent way to develop a wide array of skills to work in
media and technology across many industries”

I think a degree in new media is of value because it helps hone the skills necessary to
succeed in this industry, like writing, graphic design, video production and marketing,”
said Christine Bord, an adjunct instructor in Southern New Hampshire University’s
(SNHU) communications department. “This is also a very competitive field, and many
employers are looking for candidates who have a degree in media and marketing.

15.2. Answer the questions:

What does the author mean by the term “soft skills”?
Soft skills include attributes and personality traits that help employees interact with
others and succeed in the workplace. Examples of soft skills include the ability to
communicate with prospective clients, mentor your coworkers, lead a team, negotiate a
contract, follow instructions, and get a job done on time.
Are soft skills important to deal with new media or social media? Explain your answer.
Here are some of the most important soft skills required by social media managers.

Strategic thinking and planning

As a manager, you have to keep an eye on the bigger picture and the future of social media
marketing. Bear in mind that the interplay between search, content, and social media is really
important when it comes to planning and managing.
You need to be able to outline your objectives, identify your target market, and figure out which
platforms can help you expand your efforts.

As you know, the competition in social media marketing is really fierce, so you'll need to identify
the correct tools to automate your campaigns.

In other words, you need to think and plan strategically in all aspects of social media management.
Otherwise, you will face problems.

Passion
You might view this soft skill as a trivial factor, but remember that in social media enthusiasm takes
precedence above anything else.

That's why influencers have been able to take control of everything on all social media platforms. In
fact, knowledge, skills, expertise, and these types of things cannot simply lead to success when it
comes to social media marketing.

You have to encourage people to follow your account and finally buy from your brand, so you have
to be enthusiastic enough to be able to persuade them.

Time management
You must have heard this sentence: "Time is of the essence." But are you really committing
yourself to it?

When you're marketing on social media, you don't have to lose seconds because if you react to
some events lately, you'll lose the market.

You need to have a strict time plan and post schedule or give up this job. Of course, using
scheduling and automation tools can reduce the stress of time management, but you have to be act
timely.

Multitasking
Multitasking is another soft skill you need when marketing on social media. However, this is not
something you learn in school or from books.

You have to practice to master this skill and become a professional manager.

In fact, as a manager, you have to do many tasks by yourself, especially when you're at the
beginning of your journey.

Graphics, software, communication, ordering, invoicing, negotiating, and analyzing the results are
some of the tasks you have to be able to do simultaneously.

Having different tactics in execution

The success of every social media campaign is strongly dependent on the daily, monthly, and yearly
tactics. The flexibility and the ability to change the tactics according to circumstances is something
many managers lack.

This implies you'll need to pay attention to details as much as possible and be able to plan and
implement various tactics as soon as possible.
Try to understand who you'll need to recruit on a day-to-day basis to ensure the necessary tactics are
implemented correctly.
Here are some of the most important soft skills required by social media managers.

Strategic thinking and planning

As a manager, you have to keep an eye on the bigger picture and the future of social media
marketing. Bear in mind that the interplay between search, content, and social media is really
important when it comes to planning and managing.

You need to be able to outline your objectives, identify your target market, and figure out which
platforms can help you expand your efforts.

As you know, the competition in social media marketing is really fierce, so you'll need to identify
the correct tools to automate your campaigns.

In other words, you need to think and plan strategically in all aspects of social media management.
Otherwise, you will face problems.

Passion
You might view this soft skill as a trivial factor, but remember that in social media enthusiasm takes
precedence above anything else.

That's why influencers have been able to take control of everything on all social media platforms. In
fact, knowledge, skills, expertise, and these types of things cannot simply lead to success when it
comes to social media marketing.

You have to encourage people to follow your account and finally buy from your brand, so you have
to be enthusiastic enough to be able to persuade them.

Time management
You must have heard this sentence: "Time is of the essence." But are you really committing
yourself to it?

When you're marketing on social media, you don't have to lose seconds because if you react to
some events lately, you'll lose the market.

You need to have a strict time plan and post schedule or give up this job. Of course, using
scheduling and automation tools can reduce the stress of time management, but you have to be act
timely.

Multitasking
Multitasking is another soft skill you need when marketing on social media. However, this is not
something you learn in school or from books.

You have to practice to master this skill and become a professional manager.

In fact, as a manager, you have to do many tasks by yourself, especially when you're at the
beginning of your journey.

Graphics, software, communication, ordering, invoicing, negotiating, and analyzing the results are
some of the tasks you have to be able to do simultaneously.
Having different tactics in execution
The success of every social media campaign is strongly dependent on the daily, monthly, and yearly
tactics. The flexibility and the ability to change the tactics according to circumstances is something
many managers lack.

This implies you'll need to pay attention to details as much as possible and be able to plan and
implement various tactics as soon as possible.

Try to understand who you'll need to recruit on a day-to-day basis to ensure the necessary tactics are
implemented correctly.

Ex. 17. Group work. Choose any traditional media and social media,
and describe/draw a portrait of its user: name, gender, social status, way of
living, friends, hobbies, profession, likes/dislikes, preferences in spending free
time. Think about stereotypes we have about users of definite media and risks
users face.

Usually the age is from 18 to 40 years old, most of the users are girls who show their
beautiful picture of life (bloggers, artists), active lifestyle (sports, business, etc.),
hobbies (sports, creativity), a high standard of living, prefer spend time in restaurants,
hookahs, beauty salons, etc.
Everyone is trying to show in social networks - a beautiful picture of their life, when
in reality everything turns out to be completely different.

Ex.18. Optional. Poster presentation. Prepare a poster presentation about your

favourite social network
PART 7. REFLECTION

You can use the given self-learning questions to help you reflect on your learning during and
after the session/

1. What do I want to learn? What is my learning objective in the given

course?
2. What new things do I expect to learn?Why do I need to know them?
3. What do traditional and social media mean to me? What do I already know
about new media?
4. What am I planning to do with the new knowledge I have attained during
the session? How will I implement it in my work right now and in the
future? Is it relevant to my field of studies?
5. What new things did I learn in this session? Was the information useful for me?
6. What are my plans for using social platforms?
7. How will I continue learning the topic of media literacy and critical thinking after the
session?

Reading
1. “5 Major Differences between Traditional Media and Social Media”. Muck Rack Blog.
https://muckrack.com/blog/2018/08/01/differences-between-traditional-media-and-social-
media
2. “Functions and Theories of MassCommunication”.
https://open.lib.umn.edu/communication/chapter/15-2-functions-and-theories-of-mass-
communication/
3. “Traditional Media vs New Media: Which is Beneficial” by Megha Shah
https://www.techfunnel.com/martech/traditional-media-vs-new-media-beneficial/
Reference

1.Bernstein, B., “The Story of the Times Gory Empire State Shooting Photo,” On the Media,
August 24, 2012, accessed September 20,
2012, http://www.onthemedia.org/blogs/on-the-media/2012/aug/24/story-times-gory-empire-state-
shooting-photo1.

2.Coronel, S. S., “The Media as Watchdog,” Harvard-World Bank Workshop, May 19, 2008,
accessed September 19, 2012, http://www.hks.harvard.edu/fs/pnorris/Conference/Conference
%20papers/Coronel%20Watchdog.pdf.

3.Griffin, E., A First Look at Communication Theory, 7th ed. (Boston, MA: McGraw-Hill, 2009),
352–53.

4.https://www.channelnewsasia.com/news/commentary/covid-19-coronavirus-has-changed-social-
media-use-12636682

5.https://open.lib.umn.edu/communication/chapter/15-2-functions-and-theories-of-mass-
communication/

6.https://www.science14.com/the-role-of-traditional-and-new-media-in-the-digital-age/

7.https://blog.hubspot.com/marketing/new-social-media

8.https://www.christopherspenn.com/2019/11/whats-the-difference-between-social-media-new-
media/

Further Reading
1. Video lecture by Professor Nick Carbonaro “Traditional vs Social Media”
https://www.youtube.com/watch?v=EaaMbnhaCqc (20:05 min in total, watch till 18:40min).
Answer the given question: (1:34min) What differences, if any, do you see between traditional
media and social networking?
Peculiarities of traditional media (5:08 min)
Peculiarities of social media (6:29 min)
Media approaches: traditional vs social (16:53min).

2. McQuail, D., McQuail’s Mass Communication Theory, 6th ed. (Thousand Oaks, CA: Sage,
2010), 457. http://docshare04.docshare.tips/files/28943/289430369.pdf

3. Self, C. C., Edward L. Gaylord, and Thelma Gaylord, “The Evolution of Mass Communication
Theory in the 20th Century,” The Romanian Review of Journalism and Communication 6, no. 3
(2009): 29. https://open.lib.umn.edu/communication/chapter/15-2-functions-and-theories-of-
mass-communication/
4. “Difference between social and traditional media”
http://www.differencebetween.net/technology/difference-between-social-media-and-traditional-
media/
5. “What is new media”. https://www.snhu.edu/about-us/newsroom/2020/02/what-is-new-media

Glossary
1. anchorman - a man who is the main news reader on a television or radio news programme;
2. broadcast media - is all media that is broadcast. That means that it is transmitted as a signal and in
99% of cases this is referring either to television or to radio;
3. blogger – is a person who writes regularly for an online journal or website;
4. digital age –is the time when large amounts of information are widely available to many people,
largely through computer technology;
5. conventional/cable/streaming television - is a system of delivering television programming to
consumers via radio frequency (RF) signals transmitted through coaxial cables, or live streaming
services;
6. entertainment industry-  is the fields of theater, film, fine art, dance, opera, music, literary
publishing, television, and radio;
7. platform – is the type of computer system or smartphone you are using, in relation to
the type of software (= computer programs) you can use on it;
8. lead (information) - a piece of information that allows a discovery to be made or a solution to
be found;
9. new media – mean products and services that provide
information or entertainment using computers or the internet, and not by traditional methods such
as television and newspapers;
10. paparazzo (paparazzi)-  is a celebrity photographer;
11. print media - is a way of referring to newspapers and magazines;
12. social network – is a website or computer program that allows people
to communicate and share information on the internet using a computer or mobile phone;
13. social media –is a computer-based technology that facilitates the sharing of ideas, thoughts, and
information through the building of virtual networks and communities;
14. streaming (service) – is a service that sends video, music, etc., over the internet so
that people can watch or listen to it immediately rather than having to download it, or rather than
having to watch or listen at a particular time when something is broadcast;
15. tabloid – is a type of popular newspaper with small pages that has many pictures and
short, simple reports;
16. traditional media – is include radio, broadcast television, cable and satellite, print, and billboards;
17. to transmit sound - is the transmission of sounds through and between materials, including air, wall,
and musical instruments;
18. yellow journalism – is the type of journalism that relies on sensationalism and lurid exaggeration to
attract readers.
 Summative Assessment
1. Which is NOT an example of traditional media?
A. A newspaper
B. Radio
C. Social Network
D. A magazine

2. What is traditional media?

A. It refers to mass communication through physical objects such as radio, TV, film
B. It includes social networks and social platforms
C. Any type of media 
D. Online services

3. What is the biggest difference between traditional and social media?

A. Traditional media offers no way for audiences to communicate with media producers.
B. Participatory production
C. The management structure of the companies.
D. Social media reaches only a few people at a time

4.Which of the following is NOT a fundamental area of change regarding people's media habits?
A. Collaboration
B. Choice
C. Communication

5. Self-regulation of new media is:

A. effective in deterring harmful effects of persuasive communication
B. applies the same regulations as those used for traditional media
C. ineffective in deterring harmful effects of persuasive communication
D. keeps pace with developments in this sector

6. A website that lets anyone add, edit, or delete pages of content is called:
A. Online forum
B. Wiki
C. Social Network
D. Usenet
7. Two increasingly important ethical aspects of social media are:
A. Politeness and civility
B. Ratings and traffic
C. Identity and honest
D. Transparency and privacy

8.The most popular social networking site nowadays is

A. Facebook
B.Twitter
C. My Space
D. Line