MEDIA FROM THE TRADITIONAL CHARACTER TOWARDS DIGITAL INTERACTION: READING THE PATH AND EXPLORING PROSPECTS
Media is a communicative process that requires, a sender, a receiver, a message, and means of communication. It is a process inherent to the individual within his environment, through which he explores his external world and develops his intellectual and linguistic skills, and even in his ways of thinking and behavior; as a social phenomenon that helps a person express himself and defend his ideas easily. The media has witnessed a remarkable development, manifested in the multiplicity of its media, languages and contents throughout history, with the technological development taking place in the media, communication and their means. Therefore, it has moved from its traditional characteristics towards more accurate, widespread and influential characteristics by its availability on multiple elements, including interactive and immediate, in inlimited space and time. But it has become an emerging phenomenon that requires thinking about how it moved from the traditional style towards digital form through the digital base. Starting with providing a historical reading on its transforming path, to the point of anticipating its future horizons; by answering the folowing question: How does the media move from its traditional style towards digital interaction? The study narrate the path of media transition from its traditional form towards complex interactive digital communication with its current bets and future prospects, by relying on the historical and descriptive approach and the foresight approach that undertakes the task of studying a phenomenon in its current reality from its various negative and positive aspects in order to explore its future prospects that will adapt it and the nature of thinking. humankind with its intellectual, ideological and behavioral components, considering digitization as the fruit of the intellectual development of humans
Keywords: Information ; Social Networking Sites ; Digital Interaction, Communication