Chapter 12: Digital Media and Communications

78 Introduction

Chapter 12 Learning Outcomes

  1. Trace the evolution of online and digital media.
  2. Discuss how digital and online media are more personal and social than traditional media.
  3. Identify social media engagement behaviour types.
  4. Explore ways to use digital communication as a business professional.

image of a man with a moustacheDhavit has been asked by his boss to prepare a report about ways to use online and digital media communication tools, and what digital strategies the institution might use to promote job opportunities. He has not used social media for personal use, and is uncertain about business contexts and website design. As you read this chapter, consider the ways that Dhavit might learn more about social media in professional communication contexts, and how he might use what he learns to extend the reach of his department when hiring for higher education.

In the last 20 years, online and digital media has grown in leaps and bounds to become a fixture in the daily life of most people in Canada. Prior to the turn of the century, traditional media, which consisted of mainly print, radio, and television/movies, was limited to a few places and had a somewhat limited presence in lives and societies. For example, in the 20th century radio and television grew to become features in the home. Movies were primarily enjoyed in theaters until VCRs and DVD players brought them into homes. The closest thing to a portable mass medium in the 20th century was reading a book or paper on a commute to and from work.

Digital media in the 21st century are more personal and more social than traditional media. A small device that fits in your pocket has the ability to connect you with the world, from anywhere and at any time. It has changed the way you communicate, and in particular the way you approach communication in business. In this chapter, you will learn more about the evolution of digital media, consider how people engage with digital media, and how you can begin to use digital media as a business professional.

To open this chapter, watch the following 16 minute video from Helen Morris-Brown onĀ The Psychology of Communicating Effectively in a Digital World.

Chapter Preview

  • Evolution of Digital Media
  • Social Media
  • Online Engagement
  • Your Digital Footprint
  • Conclusion


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Communication for Business Professionals Copyright © 2018 by eCampusOntario is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

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