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Magdelene sch pres
- 4. The Media Landscape: disruptive technologies
- 5. NOW
- 6. Disruptive Trans-media Impact: • media practices • professional Practices • Cultural practices
- 7. New media ecologies Globally, IP traffic will grow 4-fold from 2010 to 2015, a compound annual growth rate of 32%. In 2015, the equivalent of an archive of all movies ever made will cross Global IP networks every 4 minutes. Global Internet traffic in 2015 will be equivalent to 39x the volume of the entire Global Internet in 2005.
- 9. New media ecologies Media will increasingly be generated by prosumers: Outside dedicated/restricted platforms Outside broadcast modes and channels A-synchronously On „converged‟ devices On mobile devices
- 10. New media ecologies A-synchronously On „converged‟ devices
- 11. New media ecologies On „converged‟ devices On mobile devices
- 12. Social media revolution “ 1948 - 2012 ABC, CBS, NBC TV networks broadcast c.1.6 Million hours of programme content 2012 1.6 Million hours uploaded every 6 months to Mashable ” #AdobeEdu12
- 13. Social media revolution Separation Mode of Information Means of distribution
- 14. Social media revolution Structured Content Un-bundled
- 16. DIGITAL NATIVES
- 18. Value/Connectedness <=> data analytics
- 19. Social media revolution Social media disrupt traditional broadcast models • Print (analogue), • TV (electronic) - AND • Lecture (didactic) . But they also enable new, ‘Open’ ways of working In the world of massively expanded media, the key question will become NOT how will I make media and get it distributed – but instead how will my work/story be found and seen, or heard?
- 20. Open Media sharing, connected communication & collaborative action
- 21. Clay Shirky Open Sharing Collaborative production Collective Action
- 22. Communication Device <- - - - - - -> Media:- Technology
- 24. Social Media One to many Vs. social network
- 25. Social Media Social network engagement
- 26. The 21st Century „Expert‟ Traditional educational/ publishing and media platforms will not disappear. Nor will expertise or authority. What will change is that they will be valued differently, and …
- 27. Social media revolution Using traditional media models in this context may well lead us to act like the Traffic cop in Delhi’s rush hour trying to assert authority/ control over overwhelming flows : Copyright Paywalls for scarce content National legal frameworks
- 28. The 21st century curator As media educators scholars and students practitioners we might hope that our role becomes something like that of the curator ‘arranging’ the flows of information into new outcomes within the collective production of knowledge A very new skill set
- 29. OPEN
- 30. The 3rd Wave (Alvin Tofller): the post-industrial society
- 31. The Rhizomes and Trees Deleuze and Guattari (1987) introduced the concept of the rhizome,contrasting it with the structure of a tree. In a rhizome, there is no center or trunk, "a rhizome as subterranean stem is absolutely different from roots...[the] rhizome itself assumes very diverse forms, from ramified surface extension in all directions to concretion into bulbs and tubers" (p. 6-7). Each extension crosses into another like interlocking knotted tapestries without a beginning or an end: "Any point of a rhizome can be connected to anything other, and must be. This is very different from the tree or root, which plots a point, fixes an order" (p. 7).
- 32. The Rhizome, Information ecologies, A common characteristics of recent „media‟ spaces is that they seem to are promoted as presenting human, technological-cultural-economic changes as if they were natural processes: • The Rhizome - an obviously naturalistic metaphor, whic can‟t be questioned, or challenged - it just grows • Always be skeptical of such claims – someone is tending the garden and fertilising the soil. • BUT - such spaces – e.g. you tube are harder to “challenge”, control, or question seriously – Youtube criticism ( like film criticism !!!???!!!)
- 33. New Forms: All your memes are belong to us • Wikipedia definition: At its most basic, an Internet meme is simply the propagation of a digital file or hyperlink from one person to others using methods available through the Internet (for example, email, blogs, social networking sites, instant messaging, etc.). They are spread organically, voluntarily, peer to peer, rather than by compulsion, predetermined path, or completely automated means. This disrupt traditional Mediated forms in which the “value” (importance, meaning, sense ) of a message is judged at the point of production- distribution • E.g. Game Zero Wing Phrase A.Y.B.A.B.T.U - badly translated video subtitle via online game forum to electro dance track sample to Nevada Desert Route 50
- 34. You are already in the Open Media space – Charlie is a meme
- 35. You are already in the Open Media space – Charlie bit Morrisons
- 36. You are already in the Open Media space; Charlie mashed me
- 37. Open Media spaces are changing what the media mean
- 38. Open Media spaces are changing what the media mean
- 39. Open Media spaces are changing what the media mean
- 40. MEDIA
- 41. SOCIAL MEDIA
- 42. But, When faced with a totally new situation, we tend always to attach ourselves to the objects, to the flavor of the most recent past. We look at the present through a rear-view mirror. We march backwards into the future. Marshall McLuhan & Quentin Fiore in The Medium is the Massage: An Inventory of Effects
- 43. Thanks for listening; – wear sunscreen – get connected – find what you are interested in – others will be too – join the conversation – remember the conversation is there forever - IN PUBLIC : be nice ( professional)
Editor's Notes
- The aim of this class was to explore some of the ways in which new social, digital media are transforming the cultural landscape
- We know what the media content IS - WE KNOW WHO MAKES IT - And its NOT US We KNOW WHO CONSUMES ITY and HOW and What the rules are - who Pays for what etc.
- MEDIA STILL largely Means Broadcast - print and Image - and sound – radio
- Against the landscape of established/traditional media - the new media forms are a highly disruptive technology
- This moment is characterised by mobile, smart, multi-purpose devices, (phones/ tablets), rather than fixed, single purpose technologies (e.g. TVs radios) And We have all had experience of the pressure of 4 new mobile phone generations each year
- These new media forms, technologies, platforms - e.g. facebook, youtube, vimeo, flicker twitter and blogs are disruptive of our experiences at a number of levels They change media practices - e.g. People now no longer receive news content only, or mainly, through News papers or TV news programmes - News can be found in many forms on the web, through blogs etc etc.These platforms also change the professional practices – e.g. of journalists - citizen Journalists and bloggers often ‘break’ news stories way before professional journalists can be on the scene.Our cultural practices have been changed – we used to share media experiences - ie we all watched the same TV show in the evening then talked about it the following day - these shared experiences were important for voicing and reproducing our shared values. Now because of the asynchronous nature of digital media we all watch different things and do so at different times.- there is less that is shared.
- One facet of this Changeis the huge expansion of media content distributed through the webThe scale of this shift is shocking in itself
- FOR students – it will also be the means of making and distributing media content flexibly when they are mobile and asynchronously.
- Anotherfacet of this shift is the move away from dedicated “media” devices for production and having separate static technologies for distribution and consumption (camera – broadcast studio –TV) , towards the consumer production of content (Phone – web – tablet).
- The prosumption of media content will mean that audiences will consume content in ways that are different to familiar broadcast forms – but also they will have very different relationships to that content. The difference between ‘the web’ and ‘the media’ ‘TV (video)’ and text/print, will become meaningless in terms of the means by which you experience them Since a device like this will be your way of accessing ‘newspapers’, ‘TV’, ‘film’, ‘games’ learning materials, research and professional content. FOR YOU – it will also be the means of making and distributing media content
- FOR students – it will also be the means of making and distributing media content flexibly when they are mobile and asynchronously.
- More video is uploaded to YouTube in six months than the three major U.S. networks created in 60 years.via Digital Stats modified from Michael Weschhttp://mashable.com/2011/12/31/youtube-in-2011/This is also a profound shift in power - from broadcasters (including us) to network managers - at present the money is in the analytical data not in content.
- Another way to see this NEW STORY – Where information is no longer controlled within specific media, or platforms Our access to NEWS is no longer restricted to dominant one or two dominant media e.g. we used to have to buy a morning newspaper or listen to the radio to find out the newsNow there are many sources of live news – none of which have to be on paper
- This a NEW STORY – can be understood in different ways The Napster moment – the disruption of the Music industryIn the ‘beginning’ – Here is my (the artist) highly crafted; high quality carefully structured and bundled album – which you must pay quite a lot for Napster says - you (the audience) bought the CD but probably only like 3 out of the 13 tracks and you want to share them with friends - go ahead re-digitise them online and share The music industries response was a) copyright violation – you (most of the music audience) are criminals - not a good business move AND, b) the MP3 format is terrible – its poor quality people won’t want it - WRONG ! Most people did want to trade off portability for HiFi qualityApple – iTunes and Amazon got it Download - but the music industry had to be levered into this - WHAT IS our Napster and Napster Moment - or how not to be the music industry.
- Our job – is critical engagement - to make the new media water visible To help students understand how toanalyse, fully appreciate and make professional use of the new media environments But also, in a socialised mediated landscape we ( in the MEDIA /HE) increasingly have to “go” to where the fish are already swimming
- Further – we have to be aware that students are digital natives - they have grown up within this environment and take the (digital media) water for granted Ie digital natives - are like fish - they are the last ones to understand about the nature of the water – its invisible to them – it’s the “air” they breath
- Right now companies like Google, Facebook and Amazon are collecting information about each of us: Our likes, dislikes, andinterests preferences. These companies will ensure that via web3.0 html5 – this Information/content WILL FIND US - utilisingall that personal data, which is what they will exploit commercially.
- MetaFilter user bluebeetle accurately observed that "if you're not paying for something, you're not the customer; you're the product being sold”In these cases your attention and your behaviour and your preferences are of value to the provider and to companies who want to market products to you.
- New business models will be neededIn the past the problem was how to get access - access to the means of producing media content – because only some organisations could make Media – so the issues were how to get trained, how to get a job how to get the programme made. Now the technology to make media is on everyone’s pocket – the Smart Phone gives you the ability to make media content (text audio Picture, video) and the ability to distribute it – via the web; as well as to consume the media made by you or others – the Smart phone is like having a miniaturised TV studio, a broadcasting channel and a television set in your pocket.So making content is increasingly easy - The Question about content becomes one of who will / can hear me amidst the cacophony of content - the content wave/wall THIS IS NOT JUST A “MEDIA” PROBLEM THIS IS A CONTENT PRODUCER’S PROBLEM (OR OPPORTUNITY)
- Social, digital media are characterised by different relationships between media content, producers, consumers and dissemination/distribution of that content.
- Therefore this emerging, highly mediated landscape, engenders new ways of thinking. There are many important people to consider – e.g. Clay Shirky. He points out a key feature of Social Media – which is that they tend to lead to three kinds/levels of engagement with them Open Sharing - putting my photos on my Facebook page for all my friends /contacts to seeCollaborative production - Your tweets will be aggregated to make another version of the content of this class – which you all contribute to Collective action – you will all work in this class differently if you work collectively – your ability to learn will be changed
- “Traditional” Mass Media and Communication forms were “linear” So, communications technologies e.g land-line phones were/are a device that enables a conversation between two people – I speak you listen and visa versa With broadcast media (like a broadcast TV Show, or this lecture) one person speaks and a number (the audience) listen - the communication here is one one way.
- The linear conception of Media/communication is typified by the famous Shannon-Weaver Model – where a message flow ‘Down a channel” to a receiver – this has been criticised as a very simplistic view even of traditional broadcast media _e.g. See Stuart Hall “Encoding Decoding”But it does give us a good idea of the broad conception which underpinned those media forms
- So the shift from broadcast one-to-many media, to many-to-many communication can be described by these diagrammes – they give you an image of a profound distinction between the two forms From authorial perspectives to shared /consensual agreementfrom Broadcast media, - to social media from concentrated ,controlled media output - to distributed connected discussion from professional production and mass consumption - to amateur prosumptionfrom professionalised media - to social networks
- These new spaces have different logics - no barriers to entry, but still not everyone is there. Lots look through the window - lurk Then some make something to share A few of those get connected and some of them make something togetherA few go beyond that and change how they act - they act together
- Authority – based on discipline will not go away – but it will be articulated in new ways
- Trying to hold people within existing media platforms - with pay-walls around them, is probably not a viable business model Content is no longer scarce and only accessible via specific platforms
- The huge growth in content – about any topic, means that the role of us as scholars, students or media practitioners is becoming more like that of a curator - who is choosing what information to select, what to edit, how to collect show and organise certain information and then present it to a new audience
- Open Media strategies
- These recent conceptual innovations (or at least trends) taken with the changes they seek to describe, highlight the enormity and profoundly destabilising character of this momentWe are experiencing what Alvin Tofler described some time ago as ‘The Third Wave” - and the moment of “Future Shock” the shift from industrial to fully post-industrial societies. As big a change as Move from H-G to farmers Agricultural Revolution - the print/industrlal revolution - the post industrial
- There is a recent trend (post 2000) in some UK and US media scholarship to try new ways to theorise the excessive content and decentered-distributed quality of web content, through the work Of Gilles Delueze and Felix Guattari – e.gA Thousand Plateaus This frame work - which rejects familiar hierarchical linear or dialectical conceptual models - might help explain things like :Trending of topics that are not that important on Twitter How web content seems to self organiseAnd the dissemination of “memes”
- There are problems within these spaces There is a criticism that the way they are spoken about/described are inherently conservative in that they enable / allow / encourage uncritical acceptance of change and neutralise proper critical reflection and political challenge. Also that discussion in these spaces are superficial – “Like this”, is taken as critical commentary - many of the reviews in social spaces e.g. Amazon are positive because people worte about what they like
- The Meme “all your base are belong to us” is a mistranslated nonsense phrase from an 1990s video arcade game “Zero Wing” which subsequently cropped up all over the net, as a sample in Techno music tracks and videos and eventually on the side of Highway Route 50 in Nevada, where the local police interpreted it as "a borderline terrorist threat depending on what someone interprets it to mean.”
- 513 MILLION views
- There are problems within these spaces There is a criticism that the way they are spoken about/described are inherently conservative in that they enable / allow / encourage uncritical acceptance of change and neutralise proper critical reflection and political challenge. Also that discussion in these spaces are superficial – “Like this”, is taken as critical commentary - many of the reviews in social spaces e.g. Amazon are positive because people worte about what they like
- There are problems within these spaces There is a criticism that the way they are spoken about/described are inherently conservative in that they enable / allow / encourage uncritical acceptance of change and neutralise proper critical reflection and political challenge. Also that discussion in these spaces are superficial – “Like this”, is taken as critical commentary - many of the reviews in social spaces e.g. Amazon are positive because people worte about what they like
- Wiki-leaks was a news story But its was also a social media network – 157,000 servers hence it couldn’t be controlled
- The role of twitter and Bloggers in Egypt’s recent revolutions
- So we are moving away from an old 20th Century way of doing - thinking about – and studying media To an new – as yet undefined one
- Twitter conversations About the World Economic Forum Davos 2012
- But we find it hard to come to terms with the changes because we fix for instance on the “demise” of old media. The potential/putative disappearance of newspapers
- A recent CoventryClass students tweeted comments on a visiting speaker they aggregated a set of notes from this, which received 250,000 hits – the light on you can be very bright- which is great – if you are protected if you know what your are saying /doing and why AND and if you think but how you will feel seeing your post 15’ on a poster in front of your college or your first employers offices – Open media magnify and connect I hope this has given you a sense of what we are about.If you have questions – please ask