The rise of new media has had a significant impact on the traditional media industry. Many scholars argue that nowadays, traditional media have lost their power, whilst, at the same time, New Media have gained reliability and appreciation. How has new media challenged the supremacy of traditional media? Firstly, new media have reduced public trust in traditional media, leading to a decrease in credibility. Secondly, the development of new media has resulted in a decline in the advertising industry of traditional media, as companies now prefer to advertise on new media platforms. Thirdly, new media has challenged the one-way information transmission technique of traditional media, leading to changes in public behavior and habits. Fourthly, the emergence of online platforms and social media has apparently democratized media, allowing anyone with an internet connection to reach a large audience, bypassing traditional gatekeepers. Social media has allowed news and information from across the web to be accessed in real time. Many people tune into social first to find out what’s going on and what’s trending. The battle between traditional and new media has raged on for the past several years, with both forms having their pros and cons. Traditional media include radio, broadcast television, cable and satellite, print, and billboards. These forms of communication that have been around for years, and have had success with traditional political media campaigns. New media, as digital channels (banner ads, social media, apps) have gained popularity as more and more individuals rely on their cell phones for everything, and it is undisputable that the new media industry continues to grow. This form of media can be highly targeted, even allowing to reach individuals, for example, using cell phone push notifications, or targeted ads. Experts say that traditional and new media can complement one another, with each playing a vital role. In the discussion we will try to give some answers to the following questions:
What is the power of new media in politics and in the diplomatic daily work? How to add new media to have a more interactive relation and a more direct communication with the targeted public? It is fundamental to have a presence on social media to establish a sense of trust with the targeted public? How exploit the potential to go viral, such that the content will be shared with millions of people, boosting both credibility and image? New media allows for more engagement with the public? In which situations traditional media cannot be replaced?
