The Effect of the Internet on Communications - Literature review Example

THE EFFECT OF THE INTERNET ON COMMUNICATIONS INTRODUCTION Ever since the introduction of computers to the society, various studies have been conducted on their effect on communication. Communication occurs in all forms of interactions in our daily lives. After the invention of television and radio broadcasting, it is arguably concluded that the discovery of the internet greatly changed communication. In the past decade only, huge advances in hardware and software technology changed how the world connects. It is at this era that cyber communication erupted and spread all over the world. In digital communication, the participants need to establish the most appropriate styles and forms to use. New forms of indispensable electronic communication include the chats, blogs, emails and SMS (short message services). These forms are currently widespread all over the world and have subsequently regarded the world as a small village due to ability to communicate over long distance (Xie, 2006). FORMS OF COMMUNICATION The degree of synchrony and interactivity between several of communication vary due to various factors. For the forms of electronic communication mentioned above, the world can synchronize written communication despite the time differences or distance. Information can be exchanged through both synchronous electronic communication and asynchronous electronic communication. Synchronous electronic communication includes the chats while as asynchronous electronic communication constitutes the emails. In both asynchronous and synchronous electronic communication, communication could occur either at the same time or different times (Xie, 2006). The communication technologies available in the contemporary world contribute significantly towards human interactions. In these forms of communication, the issue of overlapping or interrupted talks does not occur. However, while using the most advanced forms of written electronic communications one notices the need for simultaneous communication. Additionally, although faster than traditional than the traditional written communication such as private letters, announcements and press letter, written electronic communication is slower than face to face communication (Xie, 2006). THEORIES OF INTERNET BASED COMMUNICATION The high speed at which technology influences and changes digital communication makes it difficult for researchers to keep up and adequately conduct their studies. As a result, limited theories on impact of digital communication exist. Alternatively, theories on mass communication such as the knowledge gap theories and agenda setting theories could adequately be used in new media and internet communication. Moreover, few theories exist on the concept of cyber communications. However, using Rodger Fidlers’ theory of mediamorphosis, the paper will discuss in depth on the effect of technology on media (Salwen & Stacks, 1996). Knowledge gap theory The knowledge gap theory applies to the conventional media. The theory identifies a primary notion that as time advances, individual interests on consumption and processing of knowledge increases. Such consumption of knowledge tends to be more among the affluent individuals as compared to those who lack adequate academic and economic means. In digital communication, uneven distribution of knowledge results in a digital divide. Primarily digital communication and new media enable the efficiency of creating and sharing information. However, such efficiency only benefits those that have the knowledge and necessary tools to identify the information (Karchmer, 2005). Agenda setting theory On the other hand, agenda setting theory that applies to conventional media argues about influencing opinions of individual. The theory suggests that power of the media to convey messages and information repetitively holds the potential to heighten or leverage the perception of audiences on particular issues. In this aspect, besides occurring as a source of information for the public, the media also influences on what the audiences think about. According to Karchmer, (2005), the role of this theory on internet based communication may not be clear but it acknowledges the fragmentation of audiences as a result of asymmetry in information availability. Research by Severin & Tankard (2001) conducted in Korea aimed at examining issues and Korean preferences between online and traditional media. In the study topics on economy and employment were segmented. The findings indicated that a topic that highly prioritized either traditional media or online media also had high prevalence in the alternative topic. Such findings indicate agenda theory also applies to new forms of media and digital electronic communication. In another aspect, concept agenda plays well into the theory of selective exposure that applies in communication (Karchmer, 2005). Selective exposure discusses on the role of individual perception on communication. According to (Lesikar & Flatley, 2005) selective exposure refers to the tendency of individuals to alienate communications that may not be at par with ones attitudes while exposing themselves to those that agree with their attitudes. The theory further explains how selective exposure results in audience fragmentation. Basically, users of online sites may be grouped easily by psychographics and demographics. Additionally, the internet users tend to narrow their focus on content as social technologies that connect individuals of similar interests increase. According to a study conducted by Bromme, R., Hesse, F. W., & Spada, H. (2005), internet users spend most of their time on social networks. Also such individuals acquire their information and news from such sources. It is for this reason that researches have recommended that individuals seek more information out of their circle of influencers based on internet sources (Guffey & Loewy, 2010). Another theory by Roger Fidler (1997), the theory of mediamorphosis, could be implemented discuses in understanding internet communication and new media. Mediamorphosis refers to the transformation of communication media due to a complex interplay between competitive and political pressures, technological and social innovations and perceived needs of users. The theory further argues that media systems tend to be more adaptable. In this aspect, the digital media promptly responds to outward pressures and automatically begins the process of self-organization (Bromme, Hesse, & Spada, 2005). As mentioned above, new theories on internet based communication may not be easily identified. Internet based communication and new media continuously create selective exposure among their consumers thereby challenging the progress of research on these topics. In the section below, the paper discussed the theories that apply when internet based communication occurs within a learning scenario. LEARNING THEORING AND THE INTERNET In education, the internet plays a huge role especially in America. The use of email as a communication tool ensures constant communication between student and instructors and between instructors and parents. Also, asynchronous discussions, an online educational tool mimic the face to face classrooms. Through these tools instructors and student could interact in discussion devoid of time constraints. In this section the paper discusses the learning theories that monitor the implementation of the internet as a communication tool (Salwen & Stacks, 1996). Constructivism This theory best encapsulates the use of internet in learning institutions and education purposes. This theory suggests that people learn through experience and experiments. In order to build up knowledge individuals attach their new experiences to experiences of the past. In this aspect, individuals apply their usual means and methods of communication when using the internet for communication (Karchmer, 2005). Social Learning Theory This theory suggests that the verbal interactions and the face to face interactions were replaced by use of machines as a medium. Through the internet communication tools, individual that could not interact due to geographical barriers can do so. Additionally, despite the impersonal nature of the internet as a medium for communication, many people have formed meaningful and lasting relations with those they meet over the virtual world. In addition to constructivism theory, the social learning theory also suggests that communication technologies used over the internet significantly promote social learning (Karchmer, 2005). INTERNET INFLUENCES ON DAILY LIFE COMMUNICATION Upon the first interaction with the internet, availability of data over the internet based communication appears to be easy due to its digital output formats. However, despite widespread use, the new forms of electronic communication such as instant messaging (IM), Emails, Twitter, chats and weblogs still lack significant standards on annotation and analysis. Other categories include discussions on wiki webpages, online forums and online communities. Additionally, the preexisting processes for editing and processing written speech data via texts that use standard language need to be adapted to internet based linguistic specifics (Salwen & Stacks, 1996). In the contemporary days, communication technologies are applied in their different forms in diverse business processes. These purposes include conveying marketing information to the potential customers as well as the existing ones, maintain effective communication levels between the workforce, engaging in team building activities, scaling employee morale and making business sales among other purposes (Lesikar & Flatley, 2005). Internet based communication in health care Internet based communication also affects fundamental research in medicine and medical care. Discoveries from Transforming Medicine and Health Synergistic were made due to collaboration between researchers focusing on distinct areas. For instance, such collaboration could occur between researchers in basic biology of microorganisms and those in hereditary neurologic diseases. Technological advancements in telemedicine enable communication between medical specialists in distant geographical locations (Guffey & Loewy, 2010) According to In Koutsouris, D.-D., & In Lazakidou, A. A. (2014) the internet significantly influences the field of medicine through its research capabilities. Through the internet, the public can access medical research information. Also patients could be empowered through the availability of information over the internet. In the previous years, seeking second opinions on medical diagnoses often appeared to be expensive. However, with the internet, the public can access a great source of information. In this aspect, the patients are empowered to discuss alternatives, latest treatments available, the statistical possibilities of success of the identified treatments and the likely side effects of such interventions. Through the internet, the public and family of patients could access information on newest forms of treatments and ongoing research. Moreover, one can identify alternative treatments available in other parts of the world for particular conditions (Koutsouris & In Lazakidou, 2014). Over the years, the profession in medicine was characterized by two different attributes of power. They include dominance and autonomy. Autonomy could be defined as the capability of the doctors and healthcare providers to be in control of their procedures. Dominance on the other hand refers to the control that doctors exercise over other healthcare workers such the lab technicians and the nurses. Various research conducted previously conclude that doctors use their knowledge and expertise to exercise power over their relationships with others in their profession. Due to availability of information over the internet, the dominance of doctors appears to be threatened in two dimension; deprofessionalisation and proletarianisation. Proletarianisation refers to the managerial and organizational changes that deny professionals the control they are used to having in their work. Deprofessionalisation on the other hand refers to loss of monopoly that existed due to information asymmetry between two major participants. Through various technology advancements, patients no longer have to physically attend their follow up sessions with the doctors. The discovery of home nursing with the aid of technology that enables communication between the doctors and the patients further demystifies the role of a doctor in healthcare provision. Deprofessionalization occurs mainly due to increased availability of health related information over the internet thereby increasing skepticism about health professionals and demystifying medical expertise (Morton, 2009). Internet based communication in business Communication technologies also have significant influences on business processed. One of the most significant influences could be attributed to the ability of businesses to create new sales channels. Traditionally, business sales were confined to the stores or over the phone. However, with the internet, businesses in the contemporary world could possibly sell their services and products online. This opportunity therefore enables business operation on global platforms. In the United Kingdom, communication technology plays a significant role in effective customer relationship. Here, the email is widely used as the most appropriate tool for managing customer relationships. Despite being the oldest form of business communication, emails maintain their popularity owing to their ease of use and speed to delivery of information. Emails were considered to be more convenient as compared to sending letters over the post office. Also, social networking websites such as Twitter and Facebook are widely used to get feedback of customers on various services and products (Hollensen, 2012). In other aspects of business, communication technology greatly influences the marketing strategies of businesses in the United Kingdom as well. The major developments in this aspect are the viral marketing through social networking websites. Viral marketing often seeks to create exponential increase in the product awareness by exploiting social networks. Social networking websites widely used for viral marketing include Facebook, dating sites, online communities, blogs and Google. According to a study conducted by Facebook in 2011, the world’s most famous social networking website was discovered to have more than eight hundred million active users with at least fifty percent of them being online at any given time. As discussed above, the internet users can be easily categorized geographically and demographically. The population that uses these social websites can also be easily distinguished. Such population uses the internet to increase their social and professional networks. Many companies all over the world use varying degrees of viral marketing. In the UK, Vodafone is considered to be most successful in using viral marketing through Facebook. One such campaign by Vodafone, Facebook vs. Hamilton conducted in 2010 attracted nearly twenty eight thousand Facebook participants (Hollensen, 2012). Alternatively, video conferencing enables businesses to hold strategic meetings with potential investors and potential consumers. Video conferencing is considered to be more cost effective and saves on accommodation and travel costs that would be incurred in the previous decades. Additionally, platforms like Skype enable employees to work from home and attend meetings despite being in distant locations. CONCLUSION From the above discussion, we conclude that the twentieth century communication patterns have significantly changed following the discovery of the internet. The internet significantly determines the social, economic, health and political wellbeing through transforming communication. Traditionally, communication was limited and was even scarce between distant individuals. However, through online surveys and emails businesses can communicate with their customers. Also, through various mediums, patients can communicate with their doctors. Ultimately, education can be done over the internet and does not require class attendance (Guffey & Loewy, 2010). References: Boone, L. E., & Kurtz, D. L. (1976). Contemporary business. Hinsdale, Ill: Dryden Press. Bromme, R., Hesse, F. W., & Spada, H. (2005). Barriers and biases in computer-mediated knowledge communication: And how they may be overcome. New York, NY: Springer. Guffey, M. E., & Loewy, D. (2010). 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