SEMINAR PAPER ON NEW AND SOCIAL MEDIA

The rapid evolution of communication technologies, particularly the rise of new and social media, has triggered a fundamental reassessment of classical mass communication theories since their emergence in the 1920s. While it would be an overstatement to argue that these theories have become entirely obsolete, assuming they remain wholly relevant without modification is equally inaccurate. The affordances of digital platforms such as interactivity, decentralisation, and participatory culture present significant challenges to many foundational theories, calling for a critical evaluation of their continued validity; otherwise, a transgenerational eradication.