New Media Interactivity

Technologies are simply tools that form part of the new media and are used to converge, manipulate and send instant information. Technological tools like Photoshop are common in manipulation of information and are powerful in changing real life situations to appear differently to the target audience. During political campaigns for example, the public is fed with numerous photos of the candidates in the contest most of which have been manipulated to change public’s perception and it is hard to tell what is true and what is false by looking at the images. Technologies are tools that have been used to achieve convergence. All information irrespective of its format including audio, text and video can be found in one place and it is the internet (Eadie, 2009). It therefore means that the tools make it possible for communication that reaches millions of people without worrying about the distance or the cost of broadcasting the information. Finally, tools like blogs and social media have allowed the communication of messages to be instant. The content creator can send the content as soon as he or she is done with typing without having to wait for publishing to take like it was before the evolution of technologies.

The concept of intercultural impact of new media increases the complexity of the statement that technologies are simply tools because the same tools have enabled people from different cultures across the world to develop shared meanings for the same content (Youmans & York, 2012). It therefore means that although content creators are influenced by their culture and beliefs the technologies have made it possible for recipients from different cultures develop a common understanding of the concept (Sabir, 2013). For example, a movie developed in an American setting is enhanced through technology tools and makes the viewers from different cultures to develop almost the same experience from watching the movie. A good movie will be rated as good globally and a boring movie is likely to receive criticism from across the world.


Eadie, W. F. (Ed.). (2009). 21st century communication: a reference handbook (Vol. 1). Sage.

Sabir, M. (2013). Public media and multicultural globe. South Asian Studies, 28(1), 223.

Youmans, W. L., & York, J. C. (2012). Social media and the activist toolkit: User agreements, corporate interests, and the information infrastructure of modern social movements. Journal of Communication, 62(2), 315-329.


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