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TECH2002 Lecture week 1 Introductions 1

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  1. 1. TECH2002 Studies in Digital Technology Lecture Week 1 Introductions 1 Andrew Clay
  2. 2. Studies in Digital Technology? • Media technology in a social and technical context • Emphasis on digital technology and culture
  3. 3. CD Mixtape task
  4. 4. Celestial jukeboxcelestial jukebox
  5. 5. Personalised Online Radio (POR)
  6. 6. ‘Music Like Water’ (Kusek and Leonhard, 2005) • ‘Music fans are completely awash with music, and digital music has become the new radio for the Internet generation. Digital technologies have been totally and unobtrusively integrated into the lifestyle of new generations of teens and young adults’ (p.6)
  7. 7. Audiocassette • Developed in the mid-1960s • Leading format in 1980s • Copy, share, playlist, compile • cassette culture of production • Mobility – cassette ‘Walkman’
  8. 8. Culture of Production
  9. 9. Teaching and Learning Programme • Subject area – digital technology – new media, social media, Web 2.0, participation culture, and online video such as YouTube. • Academic writing – Reading, research, writing, presentation • Media communication and literacy – Individual and collaborative media tools
  10. 10. Subject of Study Online media, social media, Web 2.0 Participatory media culture Online video technology Digital Technology
  11. 11. Academic Study Darley, A. (2000) Visual Digital Culture, London, Routledge. Flew, T. (2008) New Media: An Introduction (3rd Edition), South Melbourne, Oxford University Press. Mayfield, A. (2007) What is social media? [WWW]. Available from: (Accessed 24/09/08).
  12. 12. Module Learning Environment
  13. 13. Assessment • Coursework [50%] – YouTube Research Project – Component 1 (10%) Presentation – Component 2 (15%) Research Paper – Component 3 (25%) YouTube Video • Component 4 Exam [50%] – 2 hour unseen exam
  14. 14. Participatory Culture • ‘Participatory culture is a term that is often used to talk about the apparent link between more accessible digital technologies, user-created content, and some kind of shift in the power relations between media industries and their consumers’ (Burgess and Green 2009, p.10)
  15. 15. New media = digital media? • ‘New media can also be thought of as digital media. Digital media are forms of media content that combine and integrate data, text, sound, and images of all kinds; are stored in digital formats; and are increasingly distributed through networks such as those based on broadband fibre- optic cables, satellites, and microwave transmission systems’ (Flew 2008, pp.2-3)
  16. 16. New media (Flew 2008) • Convergence of computing, communications and content (media) [‘three Cs’]
  17. 17. What is new for society about new media? • New social practices? – Artefacts and devices that allow communication – Communication activities and practices – Social arrangements and organisations formed around devices and practices
  18. 18. Audiences, texts, industries productionrepresentationconsumption model audience text industry a model more suitable for thinking about ‘mass communications’ (cinema, radio, television, and so on)
  19. 19. The Internet and WWW as New Media • ‘The concept of new media is integrally bound up with the history of the Internet and the World Wide Web’ (Flew 2008, p.4)
  20. 20. Web 2.0 • ‘The concept of Web 2.0 is centrally important to understanding new media in the 21st century’ (Flew 2008, p.16) Web 2.0 video for a viral advert competion by Leo Bridle and Leo Powell /Pop-ups/firstpost-flash2.html
  21. 21. Web 2.0 • an idea about a second generation of web services and tools that emerged around 2004
  22. 22. Web 2.0 • Participation • Interactivity • Collaborative learning • Social networking • Collective intelligence
  23. 23. Electronically mediated communication (telephones, mobile phones, the internet) • don’t study media in isolation, but study the social and cultural context of which the media is a part (Moores, 2005) • time-space relations, interactions and sociabilities, meanings, and experiences
  24. 24. Text messaging • teenagers and text messaging • ‘...text messaging influences how teenagers feel about themselves...often mediating intimate relations and becoming a repository for precious memories and gifts’ (McCarthy and Wright, 2004, p.108)
  25. 25. Technology as experience • ‘We don’t just use technology; we live with it. Much more deeply than ever before, we are aware that interacting with technology involves us emotionally, intellectually and sensually’ (McCarthy and Wright, 2004, p.ix)
  26. 26. • Our technoid lives • The attempt to understand and evaluate how we use technology as part of our mundane and extraordinary everyday lives is one of the most important ways that we become good technologists • As critical technical practitioners we should think about and investigate the social significance of new technologies and explore and evaluate them by using them to make things – ‘learning by doing’ with the insight of theory and critical reflection
  27. 27. Blogs are social media • Blog software and tools are social media • They allow people to mediate their lives and share this media with other people • People are connected through reading and writing, watching and listening • Bloggers integrate convergent media into their everyday lives and turn their everyday life into media • Blogging is both technological experience of everyday life and media representation of our everyday lives
  28. 28. Social Media • ‘What's changed is that where once tools for media creation and publishing were controlled by an elite, digital technology is increasingly putting them into our hands. We can consume, interact with, create and share media more freely than ever - and this changes the power relationship between us and the mainstream media. We are entering the age of social media’. Anthony Lilley The Royal Television Society Huw Wheldon Memorial Lecture 2007
  29. 29. (Mayfield, 2007, p.5)
  30. 30. Arseblog • ‘Arseblog does not just provide a daily outlet for its author’s obsession. His daily posts provoke lively discussion often attracting hundreds of contributions and supply a round up of the news in the online and offline editions of all the British newspapers, as well as from France and Spain where many Arsenal players come from. The site links to and often quotes from the other fifteen decent blogs about Arsenal, as well as dipping into blogs run by fans of other clubs’ (Leadbeater 2008)
  31. 31. Arseblog and Web 2.0 • ‘Arseblog is a perfect example of how Web 2.0 is changing how people relate to information and media. The web provides many more niches for people to start a conversation on something about which they feel passionately. The old, industrial media, newspapers and television, do not have enough room to cater for all the minority interests of their readers and listeners’ (Leadbeater, 2008)
  32. 32. tagging • a tag is a keyword assigned to a piece of information • metadata – data about data • sorting, aggregating, identifying, describing with personal markers
  33. 33. folksonomy (Thomas Van Der Wal) • folks (people) + taxonomy (classification) • personal tagging in a social environment • tag venues (websites) allow users to connect by providing hooks, vocabulary (tags)
  34. 34. Studentship: module participation • Take control of your learning • Taking part through attendance and the fulfillment of various tasks, individual and collaborative, that while not formally contributing to overall assessment will allow you to gauge your progress and allow me to provide feedback • ‘Participation points’
  35. 35. Week 1 Tasks • Research Task [3 annotated citations in a Word doc] (50) • One minute YouTube video documentary about audiocassettes and/or mixtapes (50) • Creating a research study blog on (50) • Creating a CD mixtape lasting 60 minutes with art work and tracklist (50) • Joining Spotify (50) • Producing a Spotify playlist posted on (50) •   • Current Participation Points Total (300)
  36. 36. Micro-blogging: Twitter #tech2002 (50)
  37. 37. Bibliography Burgess, J. and Green, J. (2009) YouTube: Online Video and Participatory Culture, Cambridge, Polity. Flew, T. (2008) New Media: An Introduction (3rd Edition), South Melbourne, Oxford University Press. Kusek, D. and Leonhard, G. (2005) The Future of Music, Boston, Berklee Press. Leadbeater, C. (2008) We Think [WWW] Available at (Accessed 3/10/08) Lilley, A. (2007) ‘The Me in Media: Participation, Interactivity and the Rise of the People formerly known as the audience’, The Royal Television Society Huw Wheldon Memorial Lecture 2007. Mayfield, A. (2007) What is social media? [WWW] Available at What_is_social_media_Nov_2007.pdf (Accessed 24/09/08). Moores, S. (2005) Media/Theory: Thinking About Media and Communications, London and New York, Routledge.