Abstract:
Etymologically, the word and#8215;media derives its meaning from the Latin and#8215;medium , which means newlineand#8215;that which is in the middle , [1]. The and#8213;mediaand#8214; in media entrepreneurship refers to traditional newlinemass communications systems and content genres as well as other technologies for mediated newlinehuman speech. This would include traditional publishing (newspapers, periodicals, or books), newlinetraditional electronic media (broadcasting, broadband, cable, or satellite), motion pictures, video newlinegaming, recorded music, advertising, and adaptations of the Internet for any of these media [2]. newlineIn other words, the key distinction is old media and new media. Old media refers to the familiar newlineorgans of the mass media age, traditional (analogue and now digital) broad-casting (radio and newlinetelevision) supplemented more recently by satellite and cable, and print (newspapers, magazines, newlineetc.). New media refers to the Internet and mobile communications systems of the digital age, newlinewhich have not only led to digital versions of traditional mass media, but also to what might be newlinethought of as a new form of mass expansion of media [3].With the explosion of digital media has newlinecome the extension of social media platforms into the lives of many who are technologically newlineprivileged and networked to the new communication environment [4]. In the digital ecology newlineaccess to wider audience is facilitated and made cheap [5]. newlineThe terms media and communication are largely used to refer to main stream journalism and newlinebroadcasting. However, media and communication initiatives are dynamic and constantly newlineinfluencing and borrowing from each other. Media created in one tradition may be transformed newlineor altered by another [6]. In other words, each domain is beginning to acquire each other s newlinefunctionality and thus becoming difficult to define as distinct entity, a phenomenon Fidler (1997) newline2 newlinedescribed as mediamorphosis. For example, broadcast domain is incorporating some features of newlinethe interpersonal domain (e.g. personalized news broadcast) and communication in the newlineinterpersonal domain.
