In their USIP report on “New Media and Contentious Politics” Aday and associates identified five levels of analysis in which new media and political conflict intersect. The five levels are pretty straightforward but useful. Still, I find two things most interesting about the evolution of new media: they are the fact that new media is not so “new” anymore, and secondly that new media relies on old media more than we thought. There is an interdependence and dependency on the two media (new and old) that organizes itself according to bridging structures. Quickly, the five levels are individual such that individual attitudes and behaviors are changed. The society is a second-level evidenced by things like polarization, protests, and participatory events. Collective action is a third level of analysis which points to the ability to organize and catalyze political activity. Regimes are also affected by new media because information and stories, accurate or not, can circulate in the society and stimulate regimes to respond impressively. And new media brings international attention which was especially potent during the Arab uprisings.

Again, Aday and colleagues in another Blogs and Bullets report explained in more detail the functioning of new media during contentious politics. When the audience is local new media such as Facebook serve mostly an information function. And of course it is increasingly important for mobilizing protests and organizing the community. But when the audience is more global new media plays a megaphone role in that it attracts international attention to local issues.

It remains interesting that new media are not so central to the news process as some people were beginning to think because it turns out that their relationship with traditional media is more complementary. Sometimes traditional media cannot cover a story because they are restrained or simply organizationally unable to manage coverage. Consequently, new media which are smaller and more mobile can cover a story and then make it available to traditional media and their often superior resources. And if new media and traditional media are both available then they make up a more complex media ecosystem that enriches the information value available.

The location of click data, reported in the Blogs and Bullets report, indicates that the majority of them came from outside the country thus reinforcing the notion of new media as an international megaphone. But the international community has a short attention span and they turn away from the story rather quickly. The Blogs and Bullets report suggests that counter to the popular conclusions about the local organizational role of new media (Facebook, Twitter, various webpages), they actually had more effect outside the region and internationally. Moreover the report underscores the fact that disentangling traditional media effects from new media effects is difficult if not impossible. The two media systems if you will have mutually influential effects on one another and are not quite so distinct as some believe.

Generalities about “new media” or “social media” have to give way to more precise questions and relationships. Thus, Facebook seemed to have some definite effects in Egypt but it did not another places. Why would that be? What are the lines that connect new media with traditional media? In other words, how do they work together to create an effect and can we parse out these effects?

The term “new media” continues to be a convenient shorthand and is communicative to the extent that it refers consistently to network-based asymmetrical forms of communication made possible by digital technology. But more work needs to be done on just how preferences and concepts are formed and spread, and which medium (new or old) is responsible for which affect.