Era of Social Media in The Midst of Divergence

The onset of new media in today’s world has led to many obstacles to be faced by conventional media. For example in USA, there has been tremendous shift from conventional to new media and not only this, we can clearly see the effect on the circulation of print newspapers world-wide. But if we talk about India, people still prefer the conventional media over new media even though online newspapers are accessible easily. The popularity of Indian newspapers causes the attraction of advertisers to advertise in newspapers. We cannot deny that these two complement each other. In this research paper the main attention is given to that the Internet will not replace newspapers, just as radio has not replace the newspapers and not only that, television has complemented the radio. Here, we also take a look at the present situation of conventional media especially print newspaper in today’s scenario. We cannot fully say that conventional media does not have the online presence but yes we can say that it has partially embraced the new technology. The circulation of print media has been affected a little bit due to the preference of young generation for new media as they say that it is more attractive and presentable as compared to the online version of mainstream media. Television stations like NDTV, AAJTAK, etc do have their online presence. Nowadays most of the Indian citizens have their own Internet connection which creates an easy path for the people to read newspaper online but this caused problem for the print media from advertising revenues at this time of global economic decline. This paper brings out a conclusion that both new media and conventional media will continue to function in the future and reinforce each other presumably beyond the envisaged year 2020