Since the rise of the Internet in the late 1980s and early 1990s, there has been a shift by many businesses from traditional media (i.e. print and television) to digital media (i.e. websites, email, and social media). Digital media has provided brands with the ability to share video, graphics, photos, and audio and allows the digital minded consumer the ability to gather information in a way that is tailored to them.
Although digital media shares many of the same functions of traditional media, there are many differences that exist between the two in terms of the relationships between users and the information put out by brands.