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‘India Connected: Mapping the Impact of New Media’ : Book Release in Kolkata brings Digital Divide under spotlight

The book outlines the influence of social media on Human lives while contrasting it with the traditional media

Book Release of 'India Connected: Mapping the Impact of New Media' at Kolkata Press Club.

Kolkata, November 5, 2016:  To create awareness about digital divide that has become the new caste system of the world, the book release of ‘India Connected: Mapping the Impact of New Media’ was organized at the Kolkata Press Club on Saturday, November 5.

Edited by Dr. Sunetra Sen Narayan and Dr. Shalini Narayanan, the book outlines the influence of social media on Human lives while contrasting it with the traditional media. Not just that, it also accounts challenges that lies ahead of us and the opportunities that social media flags in the Indian setting.

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Book 'India Connected: Mapping the Impact of New Media'
Book ‘India Connected: Mapping the Impact of New Media’

Dr. Narayanan says, digital divide is created due to factors like gender discrimination, income, differently abled people, literacy, and connectivity or speed. If we control them, we can bridge the gap.”

The book release was followed by a panel discussion on New Media and Historical Exclusions: The Challenges Ahead that focussed on the digital divide based on income, gender, and disability.

Documentary filmmaker and Chairperson of West Bengal Commission for the protection of Child Rights- Ananya Chatterjee Chakroborti says,  “Digital Divide is the new caste system in the world and there is a huge gap between country’s rich and poor. But, an organisation called IndiaUnheard is doing a fabulous job in bridging the gap.”

IndiaUnheard is the first ever community news service launched by Video Volunteers. This new initiative is constituted of a network of community correspondents who are trained to tell unique stories; stories about their own communities; stories which are otherwise left untold. The website flags the stories of the plight of these people as well as their success stories.

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Dr Uma Shankar Pandey, Head of Department of Journalism and Mass Communication of Surendranath College for Women, Kolkata says the problem is that in India, there are 25 crore people who have access to the internet, but the rest 1 billion are deprived of it.

“There is more to this one, what makes the gap worse is that there is 27% gender inequality, which means that boys have more access to internet than girls. Also, there is 12% urban-rural gap, which means rural people are less likely to have access to mobile or internet connections than urban people. This creates a class divide,” he adds.

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“What’s striking is that new media has also brought with it, imposition of a value system,” says Vice Chancellor of Jadavpur University Prof. Suranjan Das. Media can be the torchbearer of ethics, once it is separated from biases.

Among the distinguished authors who contributed to the volume of the book are Prof Stephen McDowell of Florida State University, Tallahassee; Dr B P Sanjay, Pro Vice Chancellor at the University of Hyderabad; Prof J Jethwaney, IIMC and others.

– by Deepannita Das of NewsGram. Twitter: @deepweep

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Which Media is Best For Marketers: Traditional or Digital?

Some of the factors you want to put into place when choosing which media to do your campaigns includeyour budget, geographical location.

You could have a mix of both audiences, depending on your needs and target audience.

It is no longer business as usual for traditional media as the world turns digital. Coupled with technological growth, digital media is fast gaining tract over conventional media.

To understand the difference between this two ends, let’s get down to what both entities represent.

Mainstream/Traditional media

Traditional media refers to mainstream media that is comprised of billboards, radio, print and TV. Traditional media extends over centuries and has formed part of our culture for ages. Marketers have often relied on television ads to reach thousands of audiences. Though expensive, television media has a wide outreach and can influence masses over a short period of time. Print ads can also be used for marketing. This includes magazines and newspapers.

Digital media

Encoded content that includes video, audio and images are what forms part of digital media. For content to be encoded, it has to be converted into media formats that are digital. Some commonly known digital media formats include social networking sites such as Facebook, YouTube and Instagram. Other forms include vlogs, blogs, podcasts and website advertisements.

carbon, digital
Multiple apps are displayed on an iPhone in New York.. VOA

Traditional media vs Digital media

As a marketer, you want to best market your business to reach a large audience. You have the option of going for traditional media or digital media. Question is, what media channel should you use to best market your business?

Several options come into play as you will want to find out here:


  • Geographical location


Both traditional and digital media work fine in creating ads that target your audience according to a given geographical location. For social media, you could use bloggers, local advertising companies or social media influencers to do marketing.


earth, digital
Digital media also relies on social networks to pass information across.


If your audience is geographically targeted, social networking sites such as Facebook give you the option of creating ads that are geography specific.

On the other hand, traditional media also works fine in focusing their ads on a specific geographical location. You could use both media streams for marketing purposes.


  • Your budget


Digital media is your best bet if starting out with a lean budget. Social media ads are realistic and easy to maintain. Some options to consider include content marketing, search engine optimization, social media and email marketing.

Alternatively, if you are an established company already, your budget could be bigger. A bigger budget could accommodate both streams of media.

  • Consumer interests

You want to tailor-make your ads to suit the interests of your consumers. This calls for studying your consumers’ patterns and behaviors to know what makes them tickle.

Digital, social-media
Digital media involves the use of media that is encoded.

As somebody marketing a product or a service, get to the bottom of understanding the psychology that drives your consumers’ behavior. You could get to know the behaviors of your consumers individually or as a group. Basically, you want to know what products your consumers are acquiring, using and discarding.

With this information at your disposal, it’s easier to know what media type you could use best to reach out to them. For instance, statistics give credence to the fact that most Smartphone consumers seek information about Smartphones on tech. websites. If creating ads for such products, digital media serves you best.


  • Consumer income level


Consumer income level is an important factor to consider when doing ads to consumers. Not all consumers using digital media could be within your product price range. This calls for using all media streams to market your products. A mix of both media gives you the benefit of targeting a large audience.

Money, digital

For instance, consumers who cannot afford mobile phones will miss out on mobile phone advertisements. As a matter of fact, mobile ads easily reach to the younger generation as compared to the old. Affluent mobile phone users find mobile adverts irritating. All the more reason to use traditional and mainstream media for marketing.


  • Age groups


The digital age has been fully embraced by millennials and they seem to be enjoying every bit of it. Popular social networking sites such as Facebook, Instagram and Twitter are roaring more with the young generation as compared to the old.

More than before, people are now clamoring for attention on social media. Consequently, social media engineers have devised services that offer likes and comments for a fee. With such platforms, you can get automatic comments-new ig fast and safe service. Ad companies and marketers should use digital media if targeting persons less than 35 years of age.


  • Interactivity


Unlike traditional media, digital media allows marketers to interact with their audience. Whether through Facebook video or YouTube, Marketing campaigners are able to interact with their target market easily. Tools such as podcasts and webinars allow Q & A session which helps to increase audience awareness.

Interactivity on digital media allows marketers to track their marketing progress. This they do by looking at how receptive and responsive their audience is to their services and products. Such real time feedback enables them to realign their marketing strategy with their audience test and preferences.

interactive, digital
Some commonly known digital media formats include social networking sites such as Facebook, YouTube


Unfortunately for traditional media users, they don’t get to know in real-time what their audience feels and thinks about their products. This could work against their marketing campaign conversions.


As a marketer, you have to accept the fact that the marketing world is fast changing and there are new dynamics to contend with.

Currently, there are two media streams for marketing in the world: traditional media and digital media. Traditional media entails the use of radio, billboards, TV and Print. On the other hand, digital media involves the use of media that is encoded. Such media include audio, videos and image content.

Also Read: Beginner Course Search Engine Optimization Digital Marketing: Why SEO Is A Worthy Investment

Digital media also relies on social networks to pass information across. While both media give you a wide range of options to do your market campaign; their several factors you want to consider when doing their marketing.

Some of the factors you want to put into place when choosing which media to do your campaigns include your budget, geographical location, age groups, interactivity and consumer interests. You could have a mix of both audiences, depending on your needs and target audience.