Coexistence of the old and the new

When media are trying to constantly reconfiguring, retranscribing it self from the old to the new, I don’t think the “old” media will finally die out. One way to think of this is that people are always locked in to their old habits. The baby boomers still keep their habits of listening to videos when driving, and reading newspapers daily. The old media presentation will probably be delegated gradually rather than immediately shifting to the new presentations.

The recent years witness some shift from the traditional media landscape to the new, digital ones. One factor distinct in the process is the developmental strategies of media corporations that determines if they are going to be revolutionary or not. Although it is obvious that the new generation are more accustomed to digital media and texts and graphics in new media forms are more portable and cost-efficient, the marketing strategies at corporate level can sustain a traditional media platform enough by appealing to the motivations of individuals. When a traditional media outlet want to survive in the digital-dominant media business scene of nowadays, its strategy becomes important as if what kind of brand image they want to build to attract younger customers or keeps appealing and being loyal to older customers, who in the past consume massive traditional media content and will continuously act this way.

The transitions and reconfigurations of media has not reached the political level where state will mandate and regulate the use of media forms; Now it still conforms to neoliberality and operates under the principles of free market. At micro level, whether to reconfigurate or not is still controlled by the free will of any entity, and is highly responsive to the behavior of their target consumers. However, it can also be foreseen that the new media will likely replace the traditional media in the near future because the new generation consumers is more digitally addictive and are more accustomed to new media presentations.


Regis Debray, Transmitting Culture, trans. Eric Rauth. New York: Columbia University Press, 2000.