Positive and Negative Impact. It needs to be at least 1750 words. Plenty of theorists have presented their theories concerning the new media, its characteristics and its implications on the social, cultural, political and psychological values of the people using it. Sonia Livingstone is one such theorist who has shed light on the new media as an object of research. She is concerned with the ever-changing nature of the Internet as an object of research. Livingstone argues that the audio-visual based Internet of the late 2000s is extremely different from the text-based media of the late 1990s (2005, p. 12). Livingstone (2003, 2003b, 2004, 2005) has discussed a variety of issues related to children’s use of the Internet, media consumption by the users, political and social impact of the Internet and the value of media regulations. Mark Poster (1990), another important new media theorist, believes that the new media has the power to modify the concepts of the self, culture, social relations, and identity. The relationship between people and information technologies is complex and the social and cultural theorists need to focus more on this complexity. He believes that the post-structuralist and post-modern theories related to media have the ability to explain the phenomena of the new media. Dan Schiller (2000), on the other hand, discusses the influence of the political economy on the new media. He believes that corporate power has played a vital role in the development and shaping of the new media. Due to this influence, the new media has become market-driven.