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in our world today, as we approach, in McLuhan's words, "the final phase of the extensions of man - the technological simulation of consciousness, when the creative process of knowing will be collectively and corporately extended to the whole of human society, much as we have already extended our senses and our nerves by the various media."(McLuhan, 1997).
One of the nascent media to have emerged in the past decade is that of online news, where users can hook up on the internet to catch the latest in the world in politics, economics, sports, and entertainment, and a host of other fields besides.
There has been academic interest and study in the field ever since its origin and the reasons that newspaper companies go for online services are the availability of equipment necessary to provide such services at more affordable rates than ever before to both the news industry and to the news consumer as well as the loss of subscribership in certain traditionally strong markets.(Hansen, Martin, 1998). The general theory behind McLuhan's take on the emergence of new media is striking : ".....in operational and practical fact, the medium is the message. This is merely to say that the personal and social consequences of any medium - that is, of any extension of ourselves - result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology".
While the importance of medium is celebrated by those like McLuhan by saying, "The medium is the message" in preference to the content it carries, there are those like Eveland and Dunwoody (2002) who noted the difference in format and content lay out between the new media and the ...
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