How Technology Affects Communication

Transferring or exchanging information from one location, individual, or group of people to

another is called communication. Put differently, it refers to the exchange of ideas or

information by speaking or writing and the reception of information through reading or

listening. In essence, it is a conversation between two or more individuals. An essential part

of human life and society is communication. It facilitates relationship building in addition to

information and knowledge exchange. It is via communication and social engagement that we

may express our needs, wants, and desires. Understanding one another through

communication is essential in many spheres of life, including the job, education, and even

human society. From the beginning of human civilization, animals, plants, and humans have

all engaged in spoken and nonverbal communication. The word "communis" is the root of the

word "communication." The Latin term communis means "common." Understanding is a

fundamental element of all interactions and communication. Without comprehension,

knowledge and information cannot be shared, and communication becomes aimless. Clearing

doubts and exchanging ideas, opinions, and thoughts all depend on effective communication.

Our lives are now lived at a faster pace and with more communication options thanks to

technology. We wouldn't have the modern world we do now without technology. One of the

biggest shifts in modern life is our excessive reliance on technology. In addition to being

essential in interpersonal relationships, communication is also critical in the workplace, in the

classroom, and in any other setting where people interact (Encarta, 1998).

The transition of media from traditional to modern forms demonstrates a significant change,

with the current era characterized by a unique blend of technology, connectivity, and user-

generated content, contrasting sharply with the more restricted and regulated media
environment of the past. The term "media then" denotes a time period marked by restricted

technological capacities and a more limited selection of content. Human nature includes the

necessity for communication. While the desire to communicate has always been present, it

took a considerable amount of time for us to do so effectively. Humans acquired the ability to

communicate around 100,000 years ago. Humans created pictorial representations on cave

walls around 40,000 years in the past. Writing initially appeared approximately 5,000 to

6,000 years ago. Written language became essential as we could no longer depend solely on

recollection. Various ways have been used historically to efficiently and quickly relay

messages, such as pigeons, smoke signals, and semaphores. All systems operated effectively

in optimal conditions, however each had its limitations. Alexander Graham Bell invented the

telephone in 1876, allowing anyone to use it by speaking into a mouthpiece. These two

technologies were designed to facilitate direct contact between individuals across long

distances (David Hochfelder, 2024).

As books and newspapers became more popular, it became normal to contact numerous

individuals simultaneously. The two-way model was not balanced, unlike the one-to-many

communication technique. The audience, albeit receiving scant reply, possibly responded to

the sender. Mass communication refers to the one-to-many model. A mechanical or electrical

instrument is utilized to communicate messages to a broad audience, such as a printing press

or a broadcast transmitter. The devices are known as mass media.

Print media was accessible to the public, but audio media was not yet available. Guglielmo

Marconi developed point-to-point delivery radio telegraphy in the early 1900s, transmitting

signals from a radio transmitter to a radio receiver. Wireless radio telegraphy functioned akin

to Morse's telegraph but without the need for physical cables. Shortly after the invention of

radio telegraphy, other inventors developed a method to transmit various noises, such as

human voices, in addition to music. The creation of radio marked the beginning of
broadcasting and, ultimately, of commercial electronic media. Newspapers, periodicals, civic

organizations, and educational institutions all endorsed radio and sparked public interest in

the new medium. The incorporation of complex music and diverse entertainment programs

into radio throughout the late 1920s boosted the public's fascination with the medium.

Traditional media outlets such as radio, television, and newspapers provided limited user

involvement due to their fixed content. The dominance of a small number of multinational

firms restricted the variety of material, resulting in a more uniform media environment.

Traditional media outlets predominantly controlled the dissemination of news and

information, providing updates through planned publications and broadcasts. Traditional

media heavily depended on advertising money to sustain its operations. These advertisements

were seen in broadcast programs, periodicals, and newspapers. The media had a significant

influence on the development of cultural norms and values, despite its impact being often

focused and controlled. Regulatory systems governed journalistic standards, advertising, and

content, with varying levels of enforcement. Historically, the media portrayed a passive

consumption model with limited opportunities.

Currently, the media landscape is characterized by fast technology advancements and the

widespread shift to digital entertainment consumption. Media access has become more

personalized and widespread due to the increasing use of computers, tablets, and

smartphones. Online platforms provide a diverse range of content tailored to various

audiences and interests (Bahadir Balki, 2023). Users engage with media through user-

generated content, social networking platforms, and interactive elements, fostering a culture

of collaboration and participation. News is rapidly distributed and continuously updated

through social media platforms and internet news websites. Subscription-based and

crowdsourcing advertising approaches have transitioned to targeted advertising utilizing user

data and algorithms. Media plays a crucial role in shaping cultural trends and discussions by
influencing and mirroring society values and ideas. Media content is primarily accessed

through mobile devices such as tablets and smartphones. Users may access news,

entertainment, and social networking platforms from any location due to the convenience of

consuming material while mobile. Websites such as Twitch and YouTube let individuals to

produce and share videos, live streams, and multimedia material with a global audience,

making the content creation process more accessible to everyone. User-generated content has

had a greater influence on social media platforms due to the rise of influencer culture. Social

media platforms such as Facebook, Instagram, TikTok, Snapchat, and Twitter significantly

influence media consumption and public discourse on various topics. Individuals engage with

a diverse range of content, including news and entertainment. TikTok is currently the popular

social media platform. TikTok, formerly known as [Link], was launched in September

2016. It gained significant popularity in late 2019 and experienced a surge in 2020 (Modern

Driven Media, 2021).

The marketing industry's mode of communication has also been impacted by technological

developments. There is a noticeable change in the marketing communications utilized by

companies currently as opposed to the past. Not many channels existed in the past for

companies to reach out to consumers and advertise their wares. Products can only be

advertised on somewhat expensive venues like newspapers, radio, and television. However,

in the modern era, businesses' interactions with customers are shaped by technological

advancements. One of these is that entrepreneurs, particularly those with smaller operations

who lack the resources to invest heavily in advertising, have a plethora of channels through

which to reach potential customers and promote their wares. So, thanks to technology, these

companies can reach out to new clients by advertising their wares on social media sites like

Facebook, Instagram, TikTok, and Twitter, and on e-commerce apps like Shopee and Lazada.
Compared to earlier approaches, marketing communication can be done fast and cheaply.

Modern technology enables the digital and two-way transmission of marketing messages.

Rohmawati et al. (2021) found that out of 23 people who took the survey, 47.8% think that

using social media for digital marketing is a good approach to build a company's reputation,

and 52.2% agree with it. This proves that marketing communication through social media is

highly effective. Up to 123.7 million people in Indonesia utilize the web and social media,

according to a study in Indonesia's neighboring countries.

There are some drawbacks to using marketing communication technology, even if it has

improved greatly in recent years. Because of the proliferation of online communication tools,

anything goes, which makes it both easy and hard to keep tabs on. On the flip side, children

are the ones who will be most negatively impacted. Due to the rapid development of

technology in the modern day, children are being raised in a world where knowledge is

readily available and unrestricted (Miftachul et al., 2017). Furthermore, numerous instances

of online purchase fraud occur as a result of consumers being duped by product marketing

provided via e-commerce platforms. After making a purchase, the customer will receive a

different product than what they saw online.

Finally, users, particularly the business community, are affected positively and negatively by

technological advancements in marketing communication. This is because information can be

given and received quickly and easily across borders. Someone careless will inevitably take

advantage of the growing sophistication and accessibility of technology to conduct fraud or

even criminal acts. Consequently, as a prudent buyer, you should put your advantages to

good use by investing in the company's growth; failing to do so will cause it to fall far behind

the competition and eventually fail. Each user has the power to choose; it is up to them to

make the most efficient use of it.

In the field of public relations (PR), professionals have always made it a priority to

communicate successfully with their respective audiences. The introduction of new

technologies, on the other hand, has brought about a substantial transformation of the

environment, which has brought about both opportunities and challenges for communication

methods. Let's investigate the myriad ways in which technology has influenced public

relations, looking at both the positive and negative consequences that it has had on the

industry. For public relations practitioners, technology has made it possible to reach more

people in a shorter amount of time and with greater efficiency. There is a sense of community

and brand loyalty that can be fostered through the use of social media platforms such as

Twitter and Facebook, which allow for direct engagement with stakeholders.

In addition, digital content creation tools make it possible to create multimedia products that

are compelling to audiences. These materials can include films, infographics, and interactive

experiences. Through higher brand recognition, stronger reputation management, and

ultimately, greater success for public relations initiatives, this enhanced reach and

engagement translate into increased brand awareness. A campaign called "Real Beauty" was

launched by Dove, which celebrated women of a variety of body sizes and ethnicities. The

campaign was released using social media sites such as YouTube and Facebook. The

campaign brought about a significant amount of participation, which in turn sparked

conversations all across the world about beauty standards and empowered millions of

women. When it comes to amplifying impactful public relations messages, this shows the

power of technology.

Public relations practitioners face a tremendous problem as a result of the volume of

information that is available online. Because audiences are inundated with messages from a

variety of sources, it is difficult to distinguish oneself from the crowd and make sure that the

message that is intended connects with them.

A further factor that poses a significant risk to the reputation of a company is the proliferation

of false information and fake news. It is possible for false narratives to quickly spread over

the internet, which might result in considerable damage if they are not addressed in a swift

and efficient manner. One of United Airlines' passengers was removed from the aircraft

without their will in 2017, which sparked controversy all around the world. The incident was

caught on film and immediately spread throughout the internet, which resulted in the airline

suffering financial losses and publicity that was not favourable. In this particular instance, the

perils of quick internet dissemination of false information are brought to light, as is the

significance of proactive crisis communication in this day of digital technology.

Public relations professionals need to adopt a strategic approach in order to successfully

navigate the complex terrain of technological influence. Examples of such an approach

include the creation of high-quality, authentic content that resonates with target audiences

and cuts through the information noise. Additionally, they should utilize analytics tools in

order to understand audience preferences and tailor communication strategies accordingly. In

order to successfully handle this challenge, one of the ways to do so is to focus on cultivating

genuine connections with stakeholders and establishing trust through communication that is

both open and honest. There is no doubt that technology has completely altered the

communication landscape in the field of public relations. Despite the fact that technology

creates chances for increased reach and engagement, it also poses issues such as an

abundance of information and the spread of disinformation. Through the implementation of

strategic approaches, the utilization of data, and the prioritization of transparency, public

relations professionals are able to successfully traverse the digital maze and employ

technology to its utmost potential, so assuring effective communication and accomplishing

their desired goals.

Smartphones, email, and video calls are all examples of electronic communications that fall

under the umbrella of communication technology. Using one's own computer or smartphone

to connect with each other is now the norm for all age groups, from teenagers to adults. This

is a clear indication of how our manner of communication has changed in the last decade.

Improvements in communication technology and their effects on the field as a whole have a

number of advantages and disadvantages.

The use of technology for communication has made it both faster and cheaper than in the past

(Ali & Ullah, 2023). With the ease of a few clicks on a computer or smartphone, anyone can

contact anyone else in the world who uses technology. The Internet has made it possible to

send large files and messages to friends and family in a flash, rather of having to wait days

for them to arrive in the mail. As already stated by Guard (2019). Additionally, businesses

can implement round-the-clock customer care bots, allowing customers to ask questions

whenever they choose and receive near-instantaneous responses. According to Patel (2021).

Clients will save time and effort by not having to contact companies by phone or wait for a

response. This is also true while talking across great distances. With today's technology, we

can stay in touch with loved ones anywhere in the globe without ever leaving our homes.

Communication technology also aids in increasing efficiency and production, aside from that.

Allah and Ullah (2023). These days, just about any piece of pertinent information can be

located online, and then transmitted with relative ease through email or instant messaging.

Students can utilize technology to their advantage by researching complex topics further or

by finding online courses that clarify complex concepts. Additionally, with the use of

technology, employees may quickly locate and share any crucial data with their coworkers. In

this way, everyone may accomplish more in less time.

The use of communication technology is not without its drawbacks, though. Concerns about

privacy and security are the most pressing. When it comes to their company's connections
and devices, many businesses fail to establish a secure infrastructure. These are potential

sources of information leaks and data breaches within the organization. Because the

company's security is inadequate, hackers or other unauthorized individuals can simply

breach it and steal sensitive data. In addition, hackers can readily access devices connected to

public wireless networks, making their use a risky proposition. Using the public wireless

connection, they can see all of your financial transactions. When people rely too much on

their electronic devices, it might make them easily sidetracked. As already stated by Guard

(2019). Nowadays, people tend to spend too much time on social media and not enough on

other, more vital things that require doing. Misunderstandings can also arise when people use

technology to communicate. The absence of nonverbal cues like body language and

intonation in written or verbal correspondence increases the likelihood that our intended

message may come across as misunderstood (Ali & Ullah, 2023). The benefits and

drawbacks of communication technology are not mutually exclusive. Using technology to

communicate more efficiently and effectively is certainly within everyone's reach, and it can

only help. On the other hand, problems may arise if the use is improper or excessive.

The rapid development of technology has made it an indispensable component of every

modern job. It is seen as crucial for attaining success because it enriches the corporate

landscape. Information and communication The Merriam-Webster dictionary defines

technology as "the systematic and organized application of information for the benefit of

society," with a focus on a certain field. According to Webster (2011), information

technology encompasses the creation, upkeep, and utilization of software, networks, and

computer systems for the purpose of processing and distributing data. When people aren't in

the same room at the same time, they can still have meaningful conversations thanks to

modern means of communication. Included in the category of computer-based technologies

include systems like telephones, telex, fax, radio, television, and video, as well as electronic
data interchange and email. Public relations, marketing, and interactions between

corporations, the media, and stakeholders have all been revolutionized by technological

advancements. The conventional methods of disseminating information have seen a dramatic

shift due to the proliferation and quick improvement of new technologies. Businesses can't

make money from the same old ads anymore. A lot of changes in marketing communications

have come from this tendency. Almost everyone in an organization now has a smartphone

and a desktop or laptop computer at home, thanks to the proliferation of portable electronic

devices. It is also usual practice for workers to bring their own mobile devices to the office or

do remote work from the comfort of their own home. Both good and bad things can come out

of communication in the corporate world. While technology has the potential to boost

efficiency, it also has the ability to amplify the challenges associated with internal

communications, public relations, and marketing.

In addition, one way that technology has changed professional communications is the way

people work together online. It takes more than just picking the correct tool for the job to

have productive teamwork on the job. Knowing the fundamentals of team and interpersonal

communication is just as important as knowing the technical side of things. Knowledge of a

number of communication-related phenomena is necessary for effective online collaboration,

which includes mutual comprehension of the material and process. Collaborators must be

able to trust one another, manage intricate networks with many interpersonal relationships,

and keep various types of interpersonal relationships running smoothly (Cheng, Yin,

Azadegan & Kolfschoten 2015; Planko, Chappin, Cramer & Hekkert 2017).

Negative effects of technology on communication have also been noted. Despite the fact that

modern technology enables the rapid dissemination of messages that are neither urgent nor

even relevant. It takes a lot of time and energy to use technology, and it usually makes

workers do things they would rather not. As an example, the majority of workers "spring
clean it" during office hours since they simply cannot stand having their inboxes cluttered

(Kalman and Ravid 2015). Workers' workdays have grown substantially longer due to

dealing with technology, according to research.

Finally, there are many facets to the issue of technological influence on communication,

which has altered human interaction in profound ways. There have never been more chances

for cooperation, knowledge sharing, and cross-cultural understanding than with the rise of

immediate communication, worldwide connectedness, and many forms of communication.

This technological revolution, however, is not devoid of difficulties. Digital communication

is often brief, which can lead to misunderstandings and stress due to the expectation of

ongoing connectedness. Worries about information overload and fake news have been

heightened by the widespread availability of technology, and the carefully selected content on

social media sites has the potential to have an effect on users' psychological well-being and

encourage them to be negative online.

There may be a decline in emotional intelligence and interpersonal skills as a result of the

trend toward digital communication, which also affects in-person encounters. The necessity

for rigorous security of personal information is underscored by worries about privacy in the

digital era. Furthermore, it is crucial to handle technology with caution due to the potential

for reliance and addiction.

It is essential to find a middle ground between the advantages and disadvantages of

technological communication as we go through this digital landscape. People and

communities may make the most of technology while still appreciating the value of in-person

connections when they know how to balance the benefits of instantaneous communication

with the risks. In light of these shifts, it is more important than ever to encourage critical
thinking, responsible technology use, and digital literacy so that people can successfully

negotiate the changing dynamics of modern communication.

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