Week One: The Australian

Article From: The Australian
Title: Digital Shift is Food for Thought
Author: Mal Dale
Date: July 10, 2008

Link: http://www.theaustralian.news.com.au/story/0,25197,23995752-13243,00.html

This article dicusses online and interactive media in terms of its possibilities and uses for companies and organisations, such as advertising, customer reviews and research. The author explains that there are a wide range of opportunities for businesses to use media, and in particular digital media, to reach customers and clients on various levels. He explains that
as media practitioners, we need to be aware of these possibilities in order to provide the best services for our clients.

As I have an interest in Public Relations, I found this article rose some very important and interesting points. Digital and interactive media is not monofunctional and there is not simply one way to use it. It can be used in many ways for many purposes depending on its desired function and outcome for the client. You can use it to advertise, to inform, to research... the possibilities are endless. And I think that is the point of this article. There is a smorgasboard of opportunities when it comes to interactive media, not only for big business looking to make a profit, but also for organisations and companies who want to make a difference in the world. That's the problem with some people's thinking; they think the internet and the poeple behind interactive media are only trying to sell them something and that's not always the case. I think that digital media is a platform that can benefit all areas of society, we just need to find the right form which will enable information to reach the audience, for the right purpose in the right context. That's why I am studying Communication and Media Management, along with Public Relations, to find a way to achieve this.