The definition of alternate media, simply countering with mainstream has been considered as limiting. However, modern approaches studying alternative media have been addressing where and how there is creation of these media, along with the dynamic relationship among the participants and the media responsible for using and creating them. A number of approaches related to academic study over alternative media puts in effort for understanding the ways by which there is significance of these media, each laying emphasis on a number of different aspects related to media that includes the role played by social movements, public sphere, and participating the communities where there is a creation of media (Lewes 2005). Ethics of digital media has been dealing with the distinct norms, practices and problems of ethics over digitalized news media. Digital media is inclusive of digital photojournalism, blogging, social media, citizen journalism and online journalism. It is inclusive of doubts regarding how this new media must be used by professional journalism for researching on and publishing stories, along with how there must utilization of images or texts as provided by the citizens. In the phase of revolution, there has been an emergence of new possibilities while there is a threat of old practices. As new technologies are embraced, professional media and journalism can be holding their role as an important lifeline of information, and continuously operating as a tool providing better scope of successful democracy. As the dawn of electronic journalism and information age has approached, the functions of journalists can be seen shifting from transmission of information to processing of information (Negrine 2008).
Since the period of last quarter century, dramatic advancement of technology within the dissemination, manipulation and production of images have been transforming the practices related to advertising, entertainment and journalism, along with the overall visual environment. In the current era of news involving ubiquitous information has never been successful in having it so good, as there is availability of online everywhere and anytime.
Being a profession extremely centralized to the sense of self across the society, there lies a crucial significance for understanding the impacts of changing conditions on labour, cultures of professionalism, and the technologies in appropriation (Oates 2008). These factors form the crucial attribute of work within the profession of journalism. It has been argued by a number of researchers that the continuously converging technologies undermine the basic standards and skills of journalism, while the so- called multiple tasking is fostered within newsrooms, which is seen as the outcome of economy based pressures cutting back over resources while the work loads are increased (Sanders 2009). As a thesis statement for this essay, professional journalism can be considered necessary with respect to developments in technologies of media. The unique attributes of internet over multimedia and interactivity can be considered as significant evolution being forced within the culture of journalism as there has been an evolution is the basic goal of report in this digital world (Sreberny and van-Zoonen 2000). The technology of web has been providing opportunities for audiences and sources to be participating in production of news.
Hence, it can be stated that professional journalism is extremely necessary to perceive a number of ethical values and framework as media has been inclining more towards technology development.