Will this kill that?: Will digital media forever change communications?
Abstract
The paper proposes and considers the qualitative shift that the Internet will force on corporate and marketing communications, from ‘push’ media to ‘pull’ media. The article first reviews the current state of the debate as it appears in the literature, and then proposes a simple assumption: traditional institutions, corporations, advertisers, marketers, the press even, will no longer be able to control new media.
Keywords
Citation
Boutié, P. (1997), "Will this kill that?: Will digital media forever change communications?", Journal of Communication Management, Vol. 1 No. 3, pp. 272-279. https://doi.org/10.1108/eb023430
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited