Nowadays, it is much easier for individuals from all backgrounds and walks of life to communicate. Transmission of media is universal and allows interactive use. The end user can contribute their input into what is put into media and even give feedback on the same. The new media aims at generating an instant reaction from the end user (Carr, 2008). It is participative and global. since it has no limits on who can access generated information. New media has promoted globalization. Individuals from all corners of the world can share information on a wide range of topics such as interests, culture, and educational material. New media has generated many social networking sites where people meet, exchange ideas, share cultural information and make a difference in each other lives (Creeber amp. Martin, 2007). On the downside, philosophers argue that there can be no satisfaction of the mass in the community on news content that they regard as being relevant and critical. Apparently, new media create the illusion that the need for information can be satisfied while available digital media only fuels the hunger for new media content. However, while there might be conflicting reasons as to why the new media has grown so popular, it is widely agreed that new media is participatory and engages a proactive audience. This is in contrast to traditional media that would engage individuals to be recipients and not expect a lot of feedback from them (Cubbit, 1998). Social interaction on digital media platforms has contributed to sharing and appreciation of each others’ cultures in the society.
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