Chapter-3

IMPACT OF DIGITAL TECHNOLOGY ON COMMUNICATION

 Introduction:
Technology is growing at a tremendously fast rate. Technological developments
have slowly and steadily made its way into every realm of life. Today many
business people would not be able to function efficiently without the technological
business tools.

 Impact of Technological Advancement on Communication:

Some of the ways in which technological developments have impacted
communication are:
1) Need for Change:
A major challenge for the government and business sectors is to acquire highly
skilled, adaptable, innovative workers who constantly upgrade to the modern
technological means of communication. Knowing the need for change, many
employees have changed the way they perform their job function.

2) Flexibility in Timings:
Many organizations permit flexible work environments. They are allowed to
connect their home computer to the office network and perform their job
function at home. The flexibility in timings leads to lack of interaction between
the employees who are working at home and office.

3) Change in Style of Living:

The technologically advanced instruments have changed the way people
communicated and interact with each other. The change in the living style adds
new meaning to the lives of people.

4) Increased Efficiency:
Technology offers new channels of communication leading to increased
efficiency and effectiveness of the organizations and individuals to gain
information as fast as possible.

5) Easy Availability of Information:

With the help of Internet easy and fast availability of information around the
globe is possible. The future of communications and business lies in the
internet.

6) Changes in Business Transaction:

Internet has changed the conduction of business transactions such as
providing information and services to their customers thru their Home Page
and Websites, paperless storage of data, online business and trade, online
banking etc.

7) Speedy Communication:
The global market has created the need for speed in communications over a
great distance. Tele & Video Conferencing and E-mail are two excellent
examples of technologies that has led to speedy communication and
transformed the way of the business world.
 8) Replacement of Postal mail with E-mail:
E-mail has replaced conventional postal mail and has helped the global market
by providing immediate information transfer. Though telephone is an
immediate means of communication, E-mail gives the business people an
opportunity to better articulate themselves and expound their thoughts which
would be difficult to express verbally over the phone.

9) Functionality in work from home situation:

In the past workers had to be physically present in the business office for
official work. Today many organizations permit flexible work environments.
Telecommunicating is the technology where employees connect from their
home computer to the office network making use of different platforms like
zoom, google meet etc. and perform their job from home.

 Types of Technology Enabled Communication:

Technology enabled communication refers to E-communication which includes
websites, E-mails and electronic documents. All these are available through the
internet. The Internet is a vast global network of interconnected computers and
other devices that communicate with each other using standardized protocols. It
enables the exchange of information, data, and services across the world.
Internet can be defined as “a worldwide system of interconnected computer
networks and electronic devices that communicate with each other using an
established set of protocols.”

 INTERNET AS INFORMATION SUPERHIGHWAY:

Internet is a great network of computers connecting millions of computers
around the world. Many computers are globally connected to each other through
services using cable communication systems. It is the largest mode of effective
information providing network. The World Wide Web (WWW) is now the
world’s most exciting communication medium.

The two types of Internet connections available are:

 Lease Up Line, a direct line to the Net, connecting directly to the server.
This line is expensive, usually used by large organizations.
 Dial Up Line, a line for students, businessmen, office-goers or anyone
having a PC, to connect just by dialing-in an getting the connection.

The term "information superhighway" is a metaphor that was popularized in the

early days of the internet to describe the vast network of digital communication
and information exchange. It likens the internet to a superhighway, emphasizing
the speed, connectivity, and accessibility of information.

Key Features of the Information Superhighway:

1. Speed and Efficiency:
The internet enables rapid transmission of data across the globe. High-
speed connections facilitate quick access to information, making it possible
to retrieve, send, and receive data in seconds.
 2. Connectivity:
The internet connects millions of devices and users, creating a global
network of information exchange. It allows for seamless communication
between individuals, businesses, and governments.
3. Accessibility:
The internet provides widespread access to information, breaking down
geographical barriers. It democratizes information, allowing people from
all walks of life to access a vast array of knowledge and resources.
4. Interactivity:
Unlike traditional media, the internet allows for interactive experiences,
enabling users to engage with content and with each other. Social media
platforms, forums, and interactive websites exemplify this aspect of the
information superhighway.
5. Diversity of Information:
The internet hosts a plethora of content, from academic research and news
articles to entertainment and user-generated content. This diversity
ensures that users can find information on almost any topic imaginable.

 WEBSITES:
A website is a collection of web pages and related content that is identified by a
common domain name and published on at least one web server. Websites are
typically dedicated to a particular topic or purpose, such as news, education,
commerce, entertainment, or social media. The website includes the following
features:

Static page: A static page is a web page that displays fixed content to every
visitor which remains constant until manually updated by a web developer.

Dynamic pages: Dynamic pages are web pages that generate and display
content on user interactions and preferences which presents different
information to different users or even the same user at different times.

Message boards: Message boards, also known as forums, are online platforms
where users can post messages, engage in discussions, and exchange information
on various topics.

News feeds: News feeds are streams of up-to-date content that deliver news,
updates, and information to users. They can appear on various platforms,
including websites, social media, and mobile apps.

RSS: RSS (Really Simple Syndication or Rich Site Summary) is a web feed format
used to deliver frequently updated content from websites in a standardized,
machine-readable format.
 E-MAIL:
Email (electronic mail) is a method of exchanging digital messages between
people using electronic devices, typically computers, smartphones, or tablets. It
is one of the oldest and most widely used forms of online communication,
allowing users to send and receive messages, documents, and multimedia
content over the internet.

Key Components of Email:

1. Email Address: A unique identifier for each user, formatted as
[email protected]. The username identifies the individual or
organization, and the domain specifies the email service provider.
2. Inbox: The primary folder where incoming messages are received and
stored.
3. Outbox/Sent Items: A folder that stores messages that have been sent out.
4. Drafts: A folder for messages that have been started but not yet sent.
5. Spam/Junk: A folder that filters out unwanted or suspicious emails.
6. Trash/Deleted Items: A folder where deleted emails are stored before
being permanently removed.
7. Subject Line: A brief summary of the email’s content, which appears in the
recipient’s inbox.
8. Body: The main content of the email, where the message is written. It can
include text, images, and links.
9. Attachments: Files or documents attached to the email that can be
downloaded by the recipient.
10. CC (Carbon Copy): Allows the sender to send a copy of the email to
additional recipients beyond the primary recipient.
11. BCC (Blind Carbon Copy): Sends a copy of the email to additional
recipients without revealing their addresses to other recipients.

How Email Works:

1. Composition: The sender writes an email using an email client or web-based
email service.
2. Sending: The email is sent from the sender's email client to an email server.
3. Processing: The email server processes the message, routing it to the
recipient’s email server.
4. Delivery: The recipient’s email server stores the message in the recipient’s
inbox.
5. Retrieval: The recipient accesses their email client to view and read the
message

Advantages:
 It is quickest means of transmitting messages which can be sent to anyone
who has an e-mail address.
 If both sender and receiver are sitting at the terminals, clarifications can
be sought immediately.
 The messages or information received can be stored for future reference.
 The messages sent through E-Mail are confidential and secure.
 Documents distributed via E-mail are downloadable from the internet in
the format of Word or PDF documents.
 Disadvantages:
 The receiver must have an e-mail address and access to a
Computer/Smartphone.
 Messages cannot be send without knowing the e-mail address.
 E-mail attachment contains viruses.
 No instant feedback and need to wait a long time to get a reply.
 It works only if the recipient responds.

 ELECTRONIC DOCUMENTS:
Electronic documents are digital files that represent textual or graphical
information and are created, stored, and shared electronically. They serve as a
modern alternative to traditional paper documents, offering convenience,
efficiency, and enhanced functionality.

Example of Electronic Document Formats:

 DOCX (Microsoft Word Document)
 XLSX (Microsoft Excel Spreadsheet)
 PPTX (Microsoft PowerPoint Presentation)
 PDF (Portable Document Format)

Advantages:
 Convenience: Easily created, edited, and shared without the need for
physical materials.
 Storage: Saves physical space and reduces the need for paper storage.
 Efficiency: Facilitates quick access, searchability, and retrieval of
information.
 Collaboration: Allows for simultaneous editing and commenting by
multiple users, especially with cloud-based solutions.
 Security: Can include digital rights management (DRM) and encryption
to protect sensitive information.

Disadvantages:
 Compatibility: Different software and devices may have compatibility
issues with certain formats.
 Technical Issues: Risk of data loss due to technical failures, corruption,
or compatibility problems.
 Security Risks: Vulnerable to unauthorized access, hacking, and
malware if not properly secured.
 Learning Curve: Some users may require training to effectively use
certain document formats or software.

 BLOGS:
“Blog” is a shortened form of the words “Weblog”. It is a website which maintains
an ongoing flow of information. A blog uses a web based application to publish the
story being written. Blogs range from the personal to the political. A blog features
diary-type commentary in the nature of an opinion on something or narrations
from the writer’s personal life or a commentary about someone else. It can focus
on one narrow subject or a whole range of subjects.
 Blogs generally have some common aspects:
 A main content area with articles listed chronologically, newest on top.
 An archive of older articles.
 A way for people to leave comments about the articles.
 A list of links to other related sites, called a “blogroll”.
A person who owns or runs a blog is called a blogger. He is responsible for posting
articles or new posts, information and opinions known as blog posts. Content is
very important for any website. Retail sites feature a catalog of products.
University sites contain information about their campuses, curriculum, and
faculty. News sites show the latest news stories.
The different types of blogs are Personal blogs, Collaborative blogs, Microblogs,
Corporate blogs, Aggregated blogs, Video blogs, link blog, sketch blogs, photoblogs
etc.

Advantages:
 Blogging provides an opportunity to express oneself creatively on any topic of
interest.
 It can be a source of revenue through services such blog designing, blog
consultancy etc.
 It does not require much technical knowledge and can be easily set up.
 Posts can be upgraded from time to time keeping it relevant at all times and
people leave comments on the blogs.
 Blogs offer a variety of choices for readers.

Disadvantages:
 It is possible for posts to be biased in nature which affects the blog writer.
 One can get excessively involved in blogs and fail to remember other important
details of daily life.
 Readers can get addicted to the computer and blogs refusing to productive
work which affects their health and social life.
 A lot of time needs to be invested but recognition may not come easily for blog
writers. Readers too invest a lot of time in order to find blog worthy for
reading.

 MOODLE:
Moodle an E-learning tool, was the brainchild of Martin Dougiasmas created in
2002. It is the acronym for Modular Object Oriented Dynamic Learning
Environment. It is a free and open source platform that lets you build the perfect
education solution for your needs. It is a project that has a huge community of
users and allows you to create, customize and control your learning environment.
It is a valuable tool that can be advantageously used even in distance education by
learners. It is an instructional strategy that reverses the traditional learning
environment by providing the content that they need to master online instead of
being taught in the confines of the classroom. The students then just need to go
online and see the online lessons at a time convenient for them. Moodle also offers
many customized management features such as a personalized site name with
your own custom domain and logo, allowing usage of Moodle mobile app.
 SOCIAL MEDIA:
Social Media are interactive platforms that allow people, companies and other
organizations to create, discuss, share or exchange information, career interests,
ideas ,pictures, videos etc. using a computer. Social Media has successfully
changed the ways in which business houses or individuals communicate. We now
find that social media is being widely used to express views or update news online.
It brings together like-minded people and creates a virtual community bound
together through a common cause. Social Media has also become the site to visit
for entertainment and collaborating with friends and relatives.

Advantages:
 Social Media connects the whole world through a network of friends.
 Social Media enables individuals to seek new jobs, a product or service, career
advice or support from like-minded individuals.
 Social Media enables sharing of tips and ideas or finding solutions to complex
problems.
 It helps quick advertising about upcoming events or new products or service.
 Information can be shared in real time through instant messaging feature.

Disadvantages:
 A number of cases of fraud and identity theft are reported.
 There is a possibility of invasion of privacy.
 Children not under parental supervision may be exposed to adult materials.
 Social Media tends to violate on the advantages of personal touch, brings in
more physical distance and reduces the number of close friends.
 Social Media may be addictive resulting in wastage of time.

Types of Social Media:

 FACEBOOK:
Facebook is an online social networking service headquartered in Menlo Park,
California. Its website was launched on 4th February 2004 by Mark Zuckerberg.
It is a type of social media that is based on personal relationship network. The
profile filled in by the user in Facebook becomes a source of information about
the user and therefore mandates registration with real names.

Features:
 Facebook has all the practical applications of social media.
 Many brands can reach their target audience online through a Facebook
page.
 Facebook has amazing text, video and image sharing capabilities.
 People often consider Facebook to be their living room where they
catch up with their friends without compromising their privacy.
 Advantages:
 Facebook provides free service to the users.
 It helps connect with old friends and provides high security to user
accounts.
 In partnership with skype, Facebook permits video chat.
 It is a very good platform for conducting business wherein the brands can
reach the target audience online through a Facebook page.
 We can login in other websites with the details of Facebook login id and
people don’t need to waste time in registration.

Disadvantages:
 Many people use fake profiles and ids.
 People become addictive to facebook and forget their routine activities.
 Facebook is a time consuming activity.
 If privacy settings are not kept strong, your personal information may be
misused.
 Some users do not use the facebook for good purpose.

 TWITTER:
Twitter was founded on 21st March 2006 in USA by Evan Williams, Noah Glass,
Jack Dorsey and Biz Stone. It is an online micro-blogging and social networking
website that is used to provide information, commentary and descriptions of
events and highlight certain audio or video content. Micro-blogging is a form
of blogging that allows users to send brief text updates to a website for viewing
by friends or the public.
Twitter is an online social networking service that enables users to send and
read short 140-character messages called “tweets”. Registered users can read
and post tweets, but those who are unregistered can only read them.

Features:
 Twitter allows you to talk to strangers and connect with personalities
from all walks of life.
 Twitter is an ideal social network for marketing where brands and
consumers have an even playing field and unrestricted lines of clear and
concise communication.
 Twitter helps us to identify who we should engage with through the
tweets, retweets, hashtags etc. that the individual shares.
 Twitter provides a user-friendly interface that is primed for one to one
communication.

Advantages:
 Twitter provides free service to users and is widely used.
 It is easy to join and use and provides high level security to users’ account.
 It allows you to do both market research and share information.
 You can use twitter id to login in other websites.
 You can follow anyone on twitter and anyone can follow you.
 Disadvantages:
 Twitter has many fake and inactive users.
 Spam tweets create trouble for the receivers.
 It is addictive and time consuming.
 It permits tweeting of 140 characters and not suitable for sharing photos
and videos.
 Facebook connects you with friends whereas twitter allows connecting to
strangers which reduces the privacy level of the users.

 WHATSAPP:
Whatsapp was founded in 2009 by Brian Acton and Jan Koum both veterans of
Yahoo. Whatsapp is a free to download messenger app for smart phones.
Whatsapp uses the internet to send messages, images, audio or video. The
service is similar to text messaging services. Whatsapp uses the internet to
send messages using only your mobile number.

Advantages:
 Whatsapp users can organize a list of contacts and quickly send messages
to lots of people in group chats.
 It allows sending of voice messages.
 It allows users to keep in touch with people living abroad without incurring
international charges.
 This app automatically imports the contacts from your phone and tells you
that how many of your friends are using whatsapp.
 It does not permit advertisements to disturb the user and allows sending
of 100 free messages a month to any of your friends not using whatsapp.

Disadvantages:
 You can chat with only with those friends who have smart phones
supporting this application.
 You must have access to internet to send and receive messages for free.
 Your profile picture is visible to all persons having your phone number and
using this app, whether known by you or not.

 INSTAGRAM:
Instagram is a popular social media platform focused on sharing photos and
videos. Launched in October 2010 by Kevin Systrom and Mike Krieger, and
later acquired by Facebook in 2012, Instagram now has approximately 200
million users worldwide. It has evolved into a major tool for social interaction,
content sharing, and digital marketing. Posts can be shared publicly or
restricted to followers only, providing users with control over their audience.
Instagram’s appeal lies in its user-friendly mobile app, which allows users to
edit and upload photos and short videos, often enhancing them with captions,
hashtags and geotags for improved searchability within the platform.
Instagram remains a powerful platform for personal expression, social
interaction, and digital marketing, catering to a diverse audience with its
multifaceted features. Users must navigate privacy concerns and potential
misuse to ensure a safe and enjoyable experience on the platform.
Features:
1. Posts: Users can share photos and videos on their profile. Posts can be
edited with filters and effects, and users can add captions, hashtags, and
location tags.
2. Stories: Temporary posts that disappear after 24 hours. Stories can
include photos, videos, text, and interactive elements like polls and
questions.
3. Reels: Short, engaging videos up to 90 seconds long that can be edited with
music, effects, and text designed for creative content & viral trends.
4. IGTV (Instagram TV): Allows users to upload longer-form videos,
typically up to 60 minutes, catering to more extensive video content
compared to regular posts.
5. Explore: A section where users can discover new content tailored to their
interests based on their interactions and the latest trends.
6. Direct Messages (DMs): A feature for private communication between
users, supporting text, photos, videos, and voice messages.
7. Shopping: Businesses can tag products in their posts and stories, allowing
users to shop directly from Instagram.
8. Live: A feature that allows users to broadcast live video to their followers
in real-time, fostering real-time engagement and interaction.
9. Highlights: Stories that users choose to save and showcase permanently
on their profile, organized into themed collections.

Advantages:
 All the features of Instagram can be availed and used at no cost.
 Instagram has always been a platform that promotes visual storytelling
and creativity to show the talent of artist and creative people.
 It allows users to follow and interact with influencers and celebrities
irrespective of their physical location and general accessibility.
 Businesses can avail the wide outreach for facilitating its marketing
efforts and boosting consumer engagement,
 Features like Instagram Shop support online shopping, where one can
directly shop from within the platform.

Disadvantages:
 The platform's design encourages frequent engagement, which can lead
to addiction and excessive screen time affecting daily activities and
productivity.
 The application is primarily optimized for iOS and Android devices.
 There have been instances of false advertising on Instagram which can
diminish user trust and negatively impact the reputation of businesses
that advertise on the platform.
 Instagram collects a vast amount of personal data, which raises
concerns about privacy and data security leading to cyberbullying,
harassment, or unwanted attention.
 Prolonged use can contribute to a sedentary lifestyle, leading to
physical health issues such as obesity and poor posture.