In the era of digital media, why did elevator media become the tipping point of communication?

In fact, the name of traditional media itself is a product of discourse and power. The contrast between traditional and new suggests that traditional media is an outdated media form and will eventually be replaced by new media. With the arrival of digital media, full screen at one time is the shortcoming of traditional media being infinitely magnified, such as one-way communication, slow speed, plain content and so on.

The relationship between traditional media and new media is not who will replace who, but a state of existence. They belong to different communication logics. Mass media is a top-down hierarchical communication, and social media is a point spread of P2P. Each has its advantages and disadvantages. Recently, a message from The Wall Street Journal said that Procter & Gamble, the world's largest advertiser, drastically reduced the advertising expenses of its brands on facebook and increased its investment in mass media because of its ineffective advertising effect. There are inaccuracies in the words used in traditional media. It may be more accurate to classify and summarize with mass media and digital social media. Breaking the prejudice against traditional media is the first premise to understand why elevator media has become the tipping point of communication.