New Media Systems

Abstract

Chapter 6 explores similar concepts introduced in the earlier chapters; however, it applies them to new media formats such as social media, websites, and online videos. In the tradition of McLuhan and Fiore’s the “medium is the message” (1967), communication via social media challenges traditional communication theories. As such, framing and gatekeeper roles of media outlets have changed tremendously. To explore changing audience and gatekeeper dynamics, a case study in this section assesses modern representations in social media through an analysis of Facebook hate pages targeting the Obamas.