Media acting as a Mediator between Information and People

In a way, the Internet was intended to be a social medium from the start. It was designed to be open, unfettered, extensible and random in providing today news. Like the telephone, it removes one of the vital barriers to maintaining social networks. In doing so, the Internet facilitates a vibrant social universe to surface powered by the fervor of millions. Moreover, this medium has empowered millions to express their ideas and perspectives in many ways. This feeds a great hunger in the Post-Information age, where every human being is curious about getting breaking news. The current society is undergoing relentless, comprehensive change, which will do nothing but accelerate further. This constant change results in an elimination of situation, the inability of business and society to find commonly agreed upon reference points. Context is the scaffold, the arrangement, the collective common understanding that allows us to live our lives and run our businesses. Such a situation makes it more difficult for companies to create commercially viable, long-lasting goods and services. This environment also creates stress, anxiety and confusion for the individual. With social way of life continually shifting, people seek an explosion of perspectives to make sense of the world. Credibility, a traditionally reliable context as it has been viewed until now, is dead. Knowing what other people think about sports news means, in many layers, is more important. It appears that the many forms of participatory journalism on the Web are ideally suited to serve this function. There is confirmation that people are actively seeking new perspectives further than those provided by mainstream media. Researchers have begun to categorize an individual’s media diet as a more dependable method of segmenting audiences, as opposed to demographic and psycho-graphic criteria.[News - sports news ]We are now beginning to lead media-centric life, where all of our today news is mediated, coming to us second or third hand. This media-centric life requires a large amount of incorporation of information, most of it coming second-hand. Objectivity is one casualty of this massive abundance of viewpoints. Even traditionalists are questioning the practicality of objectivity. The concept of objectivity is so confused; it now is usually used to describe the very problem it was conceived to correct. But, whether the demise of objectivity will give rise to a social environment governed by interests and relationships is debatable. The thing that remains cleared by this is that the Internet provides more opportunity for people to share breaking news among communities, thereby circumventing traditional media’s role as privileged, trusted and informed mediators of the news.