Subekti tablet computer lspr


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a study about tablet computer using 5 theses from postman about technological change as its analytical tool

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  • Mendekatkan yang jauh, menjauhkan yang dekat
  • Subekti tablet computer lspr

    1. 1. The Use of Tablet Computerand Its ImpactA media ecological study Subekti W. Priyadharma, S.Sos., MA. @swpriyadharma The 3rd International Communication Research Conference London School of Public Relations (LSPR) Jakarta, April 27 – 28, 2012
    2. 2. Research Background• ICT development and its industry• Globalisation  free trade  ACFTA (Jan 2010)• Indonesia as huge market• Advertising; mass culture; consumerism; mass society• Industrial society; information society; network society• Blackberry, social media  tablet computer
    3. 3. Research focus:Postman’s theses on technological change All technological change is a trade-off. Advantages and disadvantages of new technologies are never distributed evenly among the population. Embedded in every technology there is a powerful idea. Technological change is not additive; it is ecological. Media tend to become mythic.
    4. 4. “All technological change is a trade-off.”• A Faustian bargain “For every advantage a new technology offers, there is always a corresponding disadvantage [...] the greater the wonders of a technology, the greater will be its negative consequences [...] That the question, “What will a new technology do?” is no more important than the question, “What will a new technology undo?”” (Postman, 1998: 1-2)
    5. 5. “Advantages and disadvantages of newtechnologies are never distributed evenly amongthe population.”• There are always winners and loosers in technological change “The questions, then [...] are these: Who specifically benefits from the development of a new technology? [...] And, of course, which groups of peoplewill thereby be harmed?” (Ibid.: 3)
    6. 6. “Embedded in every technology there isa powerful idea.”• Hidden from our view  abstract nature• Bias in technology (Innis)• “The medium is the message” (McLuhan) “Every technology has a prejudice [...] it predisposes us tofavor and value certain perspectives and accomplishments.” (Ibid.: 4)
    7. 7. “Technological change is not additive;it is ecological.”• The philosophy of water + ink ≠ water + oil• Printing press; television + society = ?? “The consequences of technological change are alwaysvast, often unpredictable and largely irreversible.” (Ibid.: 5)
    8. 8. “Media tend to become mythic.”• Tendency to think as if they were God-given• Part of natural order of things• Taken-for-granted “Science can purify religion from error and superstition. Religion can purify science from idolatry and false absolutes.” (Pope John Paul II, in Ibid.: 6)
    9. 9. Brief theoretical consideration• Technology innovation in society• Technological determinism  The medium is the message  massage  mass-age  mess-age  Technological change  social change  Cybernetics  Media ecology (soft way) (Bell, Castell, Innnis, McLuhan, Postman, Giesecke, etc.)
    10. 10. Method Galaxy Tab Galaxy Researcher Tab Generic qualitative inquiry with focus group discussion as its data collecting method Ipad ZTE Ipad
    11. 11. Result and Discussion“All technological change is a trade-off.”• Plus: ▫ Information (of all kinds) seeking ▫ Note taking ▫ Archiving• Minus: ▫ Loosing quality time ▫ Writing skill in terms of motoric action ▫ Writing skill as a systematic approach of expressing ideas ▫ Psychologically dependent ▫ De Quervain & Carpal Tunnel Syndrom (Kompas, April 1st, 2012)
    12. 12. “Advantages and disadvantages of newtechnologies are never distributed evenly amongthe population.”In combine with social media and BB (new digital media environment):• Quality time: Family and friends• Games, browsing, youtube• Family gathering culture at dining table ▫ “Culture always pays the price”
    13. 13. “Embedded in every technology there isa powerful idea.”• Bias on: ▫ Writing skill (ability of long writing technique; developing ideas) ▫ Reading skill (tiredness because of short sentences reading habit in social media) ▫ Speaking/talking (emoticon influence on expressing ideas/feeling in f2f situation) ▫ Physical material (since all content embedded in tablet are virlual): emotional feeling when:  Touching and turning book pages  Element of joy when seeing our books turning wrinkled/crumpled
    14. 14. „Medium is the message“• “Since I have FB account, my life becomes too quiet/lonely to live alone”  the idea behind social media (accessed by tablet or smartphone)• Those influences are not so excessive because tablet perceived as secondary gadget.
    15. 15. “Technological change is not additive;it is ecological.”Combining with the use of other new digital gadget (BB):• Communication behavior• Social interaction (degree; dependent on partner‟s ownership of gadget)• “Dinner culture”• First information source• Baby sitting: ▫ Dad showing cartoon to his baby ▫ Mom letting son playing game
    16. 16. “Media tend to become mythic.”• Prestige; style (gaya)• Well-informed, educated, wealthy people, high- tech identity• ‚Slide /touch generation„ (modern; one step ahead; cool)• Brand identity (Apple/iPad; Samsung/Galaxy- Tab; ZTE/China tablet)  self identity
    17. 17. Conclusion• Not only use value, but symbol value was considered more important• Symbol value of self identity emerged from tablet (prestige)• It is ecological in the way they have influenced our social and cultural environment• Technologie über alles??• „We many (should) use technology rather than be used by it.“ (Postman, 1998: 6)
    18. 18. References• Caelli, K., Ray, L., & Mill, J. (2003): „Clear as Mud‟: Toward greater clarity in generic qualitative research. International Journal of Qualitative Methods, 2(2). Article 1. Retrieved April 23, 2012 from• Flew, Terry (2005): New Media: An Introduction. South Melbourne: Oxford University Press.• Innis, Harold (1951): The Bias of Communication. Toronto: University of Toronto Press.• McLuhan, M. (1964): Understanding Media: The Extensions of Man. London: MIT Press.• Postman, Neil (1998): Five Things We Need to Know About Tecnological Change. Retrieved April 23, 2012 from