Published Paper Details:

The power that communication operates in the contemporaneous world is amazing. This communication must be considered as a basic social process and as a phenomenon that is present in the society and not merely as an instrument of divulgement or transmission of information. It must be conceived as a transversal power that binds the entire world with its social, political, technological and cultural system, with inclusion of the organizations in this scope. The information and communication technologies are definitely revolutionizing the society and its way of life. The digital age arrives with a set of big communication challenges for traditional mainstream media: new relations with audiences (interactivity), new languages (multimedia) and a new grammar (hypertext). But this media revolution not only changes the communication landscape for the usual players, most importantly, it opens the mass communication system to a wide range of new players. As far as enterprises, institutions, administrations, organizations, groups, families and individuals start their own online presence, they become "Self-media", "sources" for traditional media, and in many cases, they produce strong "media criticism" setting the agenda with certain prime factors and frame opinion about how issues are covered by legacy media and delivering of alternative coverage. Blogs and social media represent the ultimate challenge for the old communication system because they integrate both: the new features of the digital world and a wide democratization in the access to media with a universal scope. Many examples are evident in the cultural industries, in the multimedia, on television (interactive, digital, cable and high definition), on cell phones and in all of the available media interactions (web 2.0, blogs, Facebook, Twitter etc.). All of this media convergence is a reality that is present in these days, influencing the individuals, the society and in all possible spaces - family, work and social participation. Communication itself has not changed, rather the means, which we use to communicate have changed. The manners associated with the ways we communicate with each other continue to be the key to how we understand each other. As new technology emerges, there are new manners associated with the new method of communication. So author aims to understand the paradigms of business communication in the digital age and describe how Internet has changed the public communication ecosystem. The author aims to perform a literature study by analysing the works of many authors on the society of information, of knowledge or digital and that analyze the media, transparent and communications society. Present study has descriptively analyzed and discussed the historical development, changing paradigms, latest issues and challenges of organizational communication.