Abstract
Digital technologies have fundamentally altered the nature and function of media in our society, reinventing ageold practices of public communication and at times circumventing traditional media and challenging its privileged role as gatekeepers of news and entertainment. We know the world is changing. And we believe research needs to change too. This article discusses how new media landscape has irrevocably altered how people interact with each other, how communities are formed, how opinions are shared. This landscape is technology-led and technologyenabled, and has occasioned key shifts in the way consumers think about the world around them and about brands. The article aims to explore and understand the impact of digital technology on our traditional media and find out how these technologies are enabling media professionals around the world in their respective areas. The focus is also on the usage of digital technology in mass media and its impacts on our society and the future of new technology.
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