Abstract:

The digital media, its popular increase, use and its effect on traditional media is a common debate to be noted. All the related areas of this debate are already touched and even academics is not untouched. When we talk of academia and academicians the use of digital as well as traditional media is there in every day activity and it becomes mandatory with media and its related studies. According to a study from L2 the generation Y connects to the brand more digitally than any prior generation before it. But this stands true with kids who fall under the age group of 12-29 and “who expect to earn $ 80,000 a year in the near future. The fact directly indicates that it’s the rich gentry who falls under this category of being digital or at least who think that they will be rich in the near future. The academia comprises not only the students but the scholars or the teachers who make the activity possible. A changing trend in the pattern of usage of media by the academicians specially related to media studies where an escape is not possible. The usage of digital books compared to traditional on print books are increasing and the whole process of academics is mentally becoming very stressful without the keyboard, computer screen, an internet connection, a projector etc. The following paper studies the current pattern of use of digital media over traditional media by both the academicians and the students related to media. The study is focused on Amity School of Communication, the paradigm shift in the usage of digital media verses traditional media in academia keeping in mind both the sender and receiver in the stated process.