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A Short Analysis of New Media Technology and Culture

New media technology has transformed society by allowing diverse audiences methods for communicating across various cultures on a global scale (Defanti, 2019).  Digital platforms such as social media foster an interconnected culture through global communication, leading to more technological advancements with implications for cultural blending. Due to this exchange, professional communicators must have a great understanding of cultural diversity and consumer buyer behavior (Jain, 2022).  Social media platforms are useful tools to spread awareness for cultural messages and empower marginalized communities to share their heritage and cultural perspectives using video technology.  In this respect, limited access for these socially diverse audiences can hinder access to these transformative technologies.

In 2016, Apple, Inc collaborated with ABSA Bank, and Kaleidoscope to create the world’s first technology training institute for the blind.  The school aimed to train visually impaired individuals with emerging technical skills to prepare them for high-paying tech careers (Ngobese, 2016).  The institute was built in a marginalized community of Worcester, South Africa giving access to new media technology to a socially and culturally diverse audience (Rowles, 2017).  New media technology and social media have become catalysts for communicating global initiatives, social movements, and advocating for underrepresented communities such as those with disabilities.  New media technology has influenced socially diverse audiences in multiple ways.  Some of these methods have allowed universal access to information and resources needed to amplify the voices of a diverse and sometimes marginalized audience, which leads to increased cultural awareness.









Reference:


Defanti, A., & Arvidsson, A. (2019). Introduction to digital media. Wiley.


Jain, S., & Purohit, H. C. (2022). Consumer Acceptance of Online Behavioural Advertising: Role of Persuasion Knowledge and Protection Motivation. International Management Review.


Ngobese, Sihle (2016). MEC Albert Fritz Launches World-First Apple Training Centre for the Blind [press release]. allAfrica.com. Gale In Context: Global Issues, link.gale.com/apps/doc/A454322759/GIC?u=nhc_main&sid=ebsco&xid=ffa4a207. 


Rowles, D. (2017). Mobile marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising 

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