The A-Team

According to Ian Somerville, Emma Wood, Mark Gillham the authors and researchers of this journal. The purpose of this article is to present and discuss the results of research conducted among Scottish communication professionals, which investigated their perception of and attitudes toward recent trends and future developments with respect to the free organisational publication which is the use of new media in the public relations world.

In this article, they finds that first, there have been significant changes in purpose, content, design and distribution of free organisational publications in recent years, but for the predictable future communication professionals foresee important roles for both print and electronic organisational publications. Secondly, practitioners tend to adopt the rhetoric and language of “technological determinism” when discussing new media technologies. That is, they tend to see themselves as relatively powerless in the face of “technological advances” and see their role as simply adopting what is given to them. This article argues that viewing the technology/society relationship from a more “social shaping” perspective will allow practitioners to utilise new media technologies in ways which will benefit them and their stakeholders.

This article also provides a more complete picture of the “value” of free organisational publications and also draws lessons for practitioners on how best to employ print and electronic publications and how they should respond to current claims made about new media technologies.This article is to conclude what is, in many ways, a quite different new media environment from that analysed by other researchers regarding this matter. This study also theorises practitioner discourses in a more comprehensive way than many earlier studies by examining them in the context of the theoretical debates surrounding the relationship between technology and society in the new media and public relations world.

Dear All,
Please be informed that our individual assignment for New Media (Shell) is DUE TOMORROW 3rd NOVEMBER 2010..

So, do submit your assignment as soon as possible at Miss Baby offices and mail the soft copy to her, just in case..(anusharin@gmail.com).

No marks will be given after the dateline..

Thank you;)

This article is about the nature of young people’s relationship with technology and effort to explode a few myths about their affection for it. Rolfe. J and Gilbert. M, 2006 said in their article that young people have a natural affinity for digital technology they also have become totally dependent on it and becoming alienated from each other because of their addiction to it. Because of that it is causing them irreparable damage in all manner of disgusting ways.

In their study they found that accessibility and usage of digital technology is a class issue, which is the lower classes are far less likely to have information or communication technology at home and particularly at the workplace. This means that the middle class parents are much more likely to be net-savvy and so able to support their children in this respect. Rolfe. J and Gilbert. M, 2006 also found in their study that young people are constantly busy socializing, consuming and entertaining themselves using the new media. Most of them do not love technology by itself but they view it as a facilitator that enables them to communicate or entertain themselves. Besides, they are not addicted to technology but to communication. Communication is entertainment for this group so they need the technology to be as personalized, easy and instantaneous as possible.

Rolfe. J and Gilbert. M, 2006 also come out with several myth and reality about young people and technology in their research. There are:

Myth – Conventional wisdom says that all young people are ‘Digital Natives’. ‘Digital Natives’ are those who have grown up with Digital Technology, ‘Digital Immigrants’ are those who have only come to Digital Technology in adulthood. But in the reality – Adults are often ‘Digital Immigrants’ and therefore perceive all young people to be ‘Digital Natives’. However, young people are not all tech-savvy. The researcher found that 20% say young people actively avoid using Technology, while the vast majorities are massively into communication & entertainment, with new technology merely being the facilitator.

Myth – The popular belief is that Digital Technology has democratized information and that young people are now one free-flowing global village. But in reality – Many young people are excluded from the digital revolution, for example rural youth (who use internet as an information source not for communication), people from lower class and certain ethnic minorities. New Technology incorporates rather than hide existing forms of youth culture.

Myth – Most adults presume that young people have more of an affinity with Technology than previous generations, because they learn all about IT at school. But in reality – In fact IT lessons are very ordinary. They focus on file management, Word, Excel and other basic skills. Many young people use more complex programs at home so it makes school seem out of touch. In this survey, the researcher also found the percentage on how the young people learn the technology, the result are from friends 71%; what I teach myself 67%; school 44%; and family 41%.

Myth – Young people use new Technology in a way that is complex and impenetrable to older generations. In reality – Most Technology use is actually rather ordinary and just strengthens existing interests. Youth reach their technological peak around their mid 20s and due to increased resources and accessibility at that age. In their study also found the percentage of the reasons young people use the internet most frequently. There are: to communicate with friends by e-mail (85%); random surfing (82%); shopping (79%); to communicate with friends via Yahoo/MSN,(60%); online banking (59%);research for work/college (56%); and downloading music (53%).

Myth – New media creates generations of isolated, alienated youth. In reality – The home was traditionally the domain of the family. Now, friends have a ‘permanent presence’ in the home (via mobiles and MSN). Beside Young people have a real need for constant contact and ‘micro-tending’ their relationships so they are constantly using technology to arrange their social life.

As a conclusion, the internet has become much more trusted communication channel among young people nowadays. Young people increasingly take information, downloading the video and music, play games and socializing with their virtue friends from the internet. However, it depends on young people to use the internet appropriately and responsibly in their daily life.

ZAIDATUL HANIM BINTI ALIAS

2008285668

Rolfe. J, Gilbert. M, 2006, youth, new media, technology and communication, Young Consumer, Quarter 2, www.emeraldinsight.com.

Di Pulau Perhentian ini tercipta satu sejarah antara kami. Sejarah yang tak mungkin akan terpadam di ingatan. Percutian yang singkat, bukan sahaja memberi kesedaran kepada kami tentang kepentingan menjaga hidupan laut, tetapi juga ukhwah antara kami. Antara sedar atau tidak, kami semua akan membawa haluan masing-masing, memasuki dunia pekerjaan. Namun, saat-saat kami di Pulau Perhentian ini akan sentiasa dirindui.

Perhentian, di sini sejarah tercipta, di sini kami belajar sesuatu, di sini kami bahagia bersama dan ianya akan terus tersemat di ingatan. Perhentian, suatu tempat yang cukup indah, tiada kata dapat melafazkan keindahan yang tercipta. Terima kasih, inilah ungkapan teristimewa buat pengarah projek yang bertungkus lumus merealisasikan impian ini dan di pantau oleh Miss Melina Bt Mahpuz.

Akmariela Ahmad Sayuti
:)