Briefing Paper - Promoting Research Uptake: New media versus traditional media
Abstract
This paper was presented at the IPS Africa Changing Lives: Making Research Real Forum held in Johannesburg, South Africa, 21 – 22 February 2011.
Key points:
1. Traditional media houses are losing circulation numbers and
advertising revenue internationally. This trend is not followed in
Africa, with circulation numbers of newspapers increasing by 13% in the
past five years
2. While the internet has shown strong growth in Africa, cell phones
have a much higher penetration on the continent, making it an ideal
source for reaching untapped markets
3. These markets and distribution platforms will not, with current
business models, make up for the loss of revenue to traditional media
platforms. Cell phones could be a valuable tool for information sharing
by government and developmental organisations
4. Use of new media still limited as understanding of the tools grows
and access to the internet increases
Citation
de Jager, T. Briefing Paper - Promoting Research Uptake: New media versus traditional media. IPS Africa, Johannesburg, South Africa (2011) 9 pp.
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