15, April 2025
“THE EVOLUTION OF MEDIA: ANALYZING THE PROS AND CONS OF TRADITIONAL AND NEW MEDIA”
Author(s): Gorakh Eknath Thakare
Authors Affiliations:
Assistant Professor
VIVA Institute of Applied Art,
Block-A, Veer Savarkar Marg, Shirgaon Rd, Virar, East, Vasai-Virar,Â
Maharashtra -401305, India.
DOIs:10.2015/IJIRMF/202504025 | Paper ID: IJIRMF202504025Abstract
Keywords
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ABSTRACTÂ
The Indian media landscape has undergone a significant transformation with the shift from traditional to new media, fundamentally altering how information is disseminated and consumed. This research paper examines the advantages and limitations of both traditional and new media within the Indian context. Traditional media—comprising television, radio, print, and outdoor advertising—continues to hold substantial influence, particularly in rural and semi-urban areas, due to its broad reach and established credibility. However, it faces challenges such as high costs, limited audience engagement, and difficulties in measuring return on investment.
    Conversely, new media—encompassing digital platforms such as social media, websites, blogs, and mobile applications—has revolutionized communication through affordability, targeted messaging, and interactivity. The rapid proliferation of the internet and smartphones in India has further amplified its impact. Despite its advantages, new media also presents challenges, including digital literacy gaps, data privacy concerns, and content saturation.
This study critically analyzes both media types based on reach, cost, engagement, interactivity, and effectiveness. The findings suggest that while traditional media remains a vital tool for mass communication, especially in reaching diverse and vast audiences, new media has become indispensable for engaging tech-savvy, urban, and younger demographics. An integrated approach that leverages the strengths of both traditional and new media is essential for businesses and organizations to develop effective communication strategies tailored to India's evolving media consumption patterns.
Keywords: Media Credibility, Digital Transformation, Audience Engagement, Mass Communication, Media Regulation.
Gorakh Eknath Thakare(2025); THE EVOLUTION OF MEDIA: ANALYZING THE PROS AND CONS OF TRADITIONAL AND NEW MEDIA, International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-11, Issue-4, Pp.172-180.    Available on –  https://www.ijirmf.com/
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