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New Technology
Not a day passes when an individual is not flooded with ads, blogs, or normal information through technology advances. Devices for example Wiki’s, Twitter, RSS, and DRM are the chief offenders. Though very helpful since information is received instantly and anything desires to know is accessible at the touch of the mouse, information overburden is also a probability. Digital technology links people continuously and immediately, which can be both a good and bad thing based on the situation.

Twitter replies the query: “What are you carrying out or pondering at this time?” People and companies can require around two minutes and set up a Twitter account using only an e-mail address and a photo. One hundred sixty characters may be used to place a concept, new idea or just what an individual is carrying out at this moment. Users can follow other users and be follower by other people. The “tweets” of people being followed sow up on a scrolling screen that upgrades itself on a regular basis. Organizations for example My Amour Spa in San Leandro utilize Twitter to market special deals to their Twitter followers only for example a twenty per cent discount on all facilities for a particular day. As per Bushley (2010) an advantage of Twitter is the capability to get behavioral information regarding users” (p.4). This can be extremely valuable to a company.

Mass media utilizes Twitter as an origin of news. Celebrity news is dished immediately through tweets. The benefit to readers is that news can be received when it takes place and readers don't need to wait for a magazine release to read a story. Photos can also be posted straight from a mobile phone or computer using programs for example UberTwitter and TweetDeck. The downside is obviously information overload. If an individual is following 500 people including some news media outlets, the upgrades can heavily be taken over by the media’s continuous news. An individual might not be capable of seeing her or his friends’ tweets since they are not as regularly placed as the news, this can be extremely annoying. Though getting news swiftly is nice, reading 30-50 tweets a day from a news outlet can be a bit much. The reaction is very positive from the general public though about the use of media and Twitter since it makes the general public feel more in control and in the loop of what is happening with their favorite topics.

RSS means Rich Site Summary, but also has a nickname of Really Simple Syndication. This is a technology method which enables an individual to read content on hi s or her favorite websites without having to visit the site continuously. Also secrecy is protected because it isn't compulsory to give an email address or sign up as a subscriber of every site an individual is interested in. RSS is fed to an RSS Reader to ensure that a viewer can read RSS information from many various sites on one page which is easy to navigate. Some of the famous RSS Readers are My Yahoo and also Amphetadesk.

The general public reaction has been quite positive about the media industry using RSS. The general public is centered on saving time and receiving information which is relevant to their lives in the quickest and most accurate way possible. RSS appears to have little or no disadvantages to the reader since the news is customized as per each reader’s requests. Absolutely no spam-type of news is provided to the reader. Organizations must be careful though because “Internet users are utilizing blogs, Internet video and really simple syndication (RSS) feeds to parody and criticize brand names" (Schultz, 2008). Mass media utilizes this technology in that there is an RSS alternative on almost every single news website. The general public enjoys this type of technology since it is non-invasive and only provides information the reader is interested in. Cancelling an RSS feed is not difficult also, that is a positive feature.

DRM is also renowned ad Digital Rights Management. This technique is utilized to assist control the uncontrolled use of piracy. “The aim is to support the complete copyrighted content value chain throughout enterprise or business niches borders” (Garcia, 2010). Individuals have a habit of burning up CD’s and DVD’s that they have not purchased and DRM is the media’s style of avoiding that and making certain things are suitably bought and not illegally down loaded. One example is CSS(Content Scrambling System) which makes DVD player’s unable to copy particular DVD’s and also won't play DVDs which are not encoded a particular way. When a man or woman goes to play a DVD which has been unauthorized to be burned, the DVD won't play. Despite the fact that some organizations have found techniques around CSS, there are new techniques invented to cease piracy. The media is losing large sums of money due to this, and won't stop until there are good results. One more illustration is iTunes. DRM in iTunes lets music to be played on only a particular quantity of devices (McGuigan, 2003-2010).

Wiki is a technology which is very easy to use as it permits users communicate with the website she or he is reading. One good example is Wikipedia, an online encyclopedia that helps readers to input their own info on a page. Only a few in the mass media sector utilize wiki in their news reporting since they desire to keep their stories and information exact and when outside authors are permitted to change, information can get tampered. The nearest media comes to utilizing something such as wikis is to use comment boards and let people to write remarks on an article which has been written. These types of remarks can be easily removed in case the content is not suitable for the site.

Wikis are extremely popular with the general public. Wikipedia has developed into a popular origin for information when people are doing analysis. Information is shown and the original source is also quoted therefore if an individual desires to do further research he or she can go directly to the origin. Downsides to using a wiki is that information might not be dependable since it is not always from a reputable source. The benefit is that people are given information from non-partial origins and may be able receive information from a different perspective.

Like it or not, this technology is here to remain. Media is finding methods to reach their audience. Techniques are being discovered in which customers still maintain a little bit of privacy while receiving information they want. A happy medium is being discovered. What new technology is upcoming? References

Center for Technology. Bushley (2010). Technology EpiCenters, from EBSCOhost database.
Turn of the Technology Tide (Schultz, 2008) www.turnofthetide.com/technology-moves-faster
(Garcia, 2010) . Phishers zero in on e-banking. EWeek, 22(40), 30. from EBSCOhost database.
(McGuigan, 2003-2010) First union subjects its web site to security audit. American Banker, 165(40), 1. Retrieved December 15, 2012, from EBSCOhost database.

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