Explanation of Key Digital Media Terms
a. Digital Divide
The digital divide refers to the gap between individuals, households, or communities who have access to modern information and communication technologies (ICT), such as the internet and smartphones, and those who do not. This divide can exist due to factors like economic inequality, geographical location, education levels, or infrastructure. For example, rural villages in India may not have high-speed internet, while urban areas do. This difference affects access to online education, job opportunities, healthcare, and government services. The digital divide can also be gender-based, especially in developing countries where women often have less access to technology. Bridging the digital divide is essential for achieving inclusive growth and digital literacy.
b. Hacktivism
Hacktivism is a combination of “hacking” and “activism.” It refers to the use of computer technology and digital tools to promote political or social change. Hacktivists often engage in activities like website defacement, data leaks, or denial-of-service (DDoS) attacks to raise awareness or protest against perceived injustices. Unlike criminal hackers, hacktivists claim their actions are meant to support causes such as freedom of speech, human rights, or anti-corruption. An example is the group Anonymous, which has targeted government websites to protest censorship. While hacktivism can expose wrongdoing, it also raises ethical and legal questions about digital protests and cybersecurity.
c. Active and Passive Audience
In media studies, audiences can be categorized as active or passive based on how they engage with content. A passive audience consumes media without questioning or interpreting it deeply. Traditional television or radio audiences often fall into this category. They receive the message as intended by the sender.
On the other hand, an active audience critically engages with content. They interpret, analyze, question, and may even respond or create their own content. Social media users are often active audiences—they comment, share, and shape the narrative. The shift from passive to active audience behavior has redefined how content is produced and distributed in the digital age.
d. Mass Personal Communication
Mass personal communication is a concept that combines features of both mass communication and interpersonal communication. It refers to messages that are personalized for a specific individual but shared through mass media platforms like social networks. For example, a birthday post on Facebook, although meant for one person, is visible to hundreds of friends. Similarly, influencers respond to individual followers through public comments or stories, making the interaction personal yet public.
This hybrid form of communication allows for emotional connection and large reach at the same time. It blurs the line between private and public conversations and is a defining feature of digital and social media platforms.