I myself am a part of the younger generation in ‘today’s modern society’; that which is increasingly becoming known as digital natives for the inheritance of a new skill set indoctrinated by the nuanced facets of our networked media culture. It is clear that more so than ever before there is a rising predominance of the use of not only social networking sites, but also the integration of online advertising and digital marketing. Similarly, it is not difficult to see that this dependence on the tools supplied by sources of networking and mass communication has paved the path towards an enhanced efficiency of online communication.
We are living in a generation that is currently cultivating the question, “Can Google Solve Death?” This following shortly after Google’s “moon shot” initiation of Calico, which is currently being debated by huge commentator influencers such as Time magazine and Gawker, representing the sheer absurdity of the internet presence in our everyday lives. Additionally, reports of the Australian Social Media Statistics confirm that in July 2013 there were approximately 13,000,000 Facebook users/accounts and 11,500,000 YouTube UAVs within Australia. This trending interest is fuelled by the collaborative effort of features such as hyperlinks, multimedia and the like. These tools each have different purposes, but have come about to benefit and advance this networked media culture.
Hyperlinks function as an asset to providing an easily navigable path between sites, files and tagged categories that may be accessible from any location on the World Wide Web, with a simple, click-through action. By utilising this online resource, communication is improved between people of all age groups through social media outlets, emailing, corporation intranets and any other interaction resources online. The existence of hyperlinks equips Internet users with a more efficient experience, as they supply links to appropriate and related sites.
Furthermore, with the proliferation of business media endorsement, hyperlink building is seen as a supplement to online communication between businesses to their public audiences. A backlink can be provided to a brand, increasing its search engine rankings and in time, heighten the hype created around the product, via easy accessibility and appearing as a suggested link to audiences.
Multimedia is a second aspect that builds on and enhances online communication. Multimedia integrates text, graphics, video, animation and sound formats to create an aesthetic that can attract to specified audiences. It is most commonly used either in a persuasive context in order to promote something, or to project a further understanding of something. The stylistic structure created online by the incorporation of these devices acts as an attempt to appeal to today’s generation through visual and audible stimuli.
There are so many branches and extensions of the Internet that provide useful information, tutorials, research and other related documents. Thanks to the affordances of a networked media culture, such as hyperlinks and multimedia, these are all easily accessible and thus work to enhance online communication. Whether a message is subtly being conveyed through an image online, or a product is being promoted through a linked webpage, this approach to online interaction is lessening the need for text, and is continuing the evolution of our tech-savvy, connected society.