ABSTRACT
This chapter explores the difference between traditional media and new media. Some scholars believe that the written tradition, which refers to early forms of written communication, such as hieroglyphics, immediately follows the oral tradition, whereas other scholars believe that the development of the alphabet must precede the written tradition. The electronic tradition, also referred to as the electronic age or electronic media, is media that require users to make use of electronics to access content. Because of the multifunctionality of many new media devices, such as the smartphone, researchers created a new classification for technological advancements of this type: the digital tradition, also referred to as the new media tradition, mash-up culture, information age, and attention age. One of the ways that persuasion functions in social networking is via a concept known as mass interpersonal persuasion. Automated structure deals with the view that digital technology serves as the structure for the persuasive experience.
