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Beyond mass media_internet_gc

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Beyond mass media_internet_gc

  1. 1. Beyond Internet and Mass Media Gustavo Cardoso ISCTE-IUL Lisboa ISCTE-IUL, 5th July 2010
  2. 5. Television, Radio and Newspapers, as they developed,
  3. 6. become to be known during the XX Century as Mass Media
  4. 7. and assumed the central role in the media system
  5. 8. giving rise to a new communicational paradigm.
  6. 9. That communicational paradigm, of mass communication
  7. 10. was the communicational model of industrialized societies
  8. 11. under a industrial model of development
  9. 12. and under what was coined as later modernity.
  10. 13. From Bell to Touraine and Poster to Castells
  11. 14. the role of information and communication in social change in our societies
  12. 15. has been discussed during the last forty years
  13. 16. The birth of the Internet in 1969 and the long road of forty years,
  14. 17. from laboratories and scientific appropriation to homes and businesses
  15. 18. and the generalization of personal and organizational appropriation in daily lives,
  16. 19. when combined with Mass Media,
  17. 20. how would the Internet change the Mass Media, and what could we expect?
  18. 22. Seeing Change or Our Communication in a New Communicational Model
  19. 23. Hello information, goodbye news!
  20. 25. In communication, innovation is (almost always) incremental
  21. 28. The three cultural industry narratives
  22. 32. Users as distributors
  23. 34. Open creativity or Open source of life
  24. 36. iLife with your iPhone
  25. 38. Radio’s third life
  26. 40. Television is a narrative, not a technology
  27. 42. From newspaper to news agency
  28. 44. Democracy and everyday life immersed in mediation
  29. 46. All are signs of change
  30. 47. How to make sense from them?
  31. 48. From Mass to Networked Communication
  32. 49. Networked Communication Communicational Model of the Network Society
  33. 50. Networked Communication
  34. 51. Shaped by 3 forces
  35. 52. (1)
  36. 53. Communicational Globalization Processes
  37. 54. Tiananmen Square protests of 1989
  38. 55. First by Sattelite TV
  39. 57. Latter by the Internet
  40. 58. (2)
  41. 59. What mediation ?
  42. 64. Self Mass Communication
  43. 68. multimedia interpersonal communication
  44. 70. one to many mediated communication
  45. 73. Mass Communication
  46. 75. Non mediated face to face
  47. 76. This is our communication
  48. 81. Self Mass Media + Multimedia Interpersonal Communication + One to Many Mediated Communication + Mass Communication = Networked Mediation
  49. 82. (3)
  50. 83. High Interactivity
  51. 85. Low Interactivity
  52. 87. Choice Different interactivity dimensions HIGH / LOW Communicational Environment Approach towards interactivity
  53. 89. Networked Communication
  54. 90. If it is true that we build communicational models into our societies,
  55. 91. it is equally true that they give rise to communicational paradigms that
  56. 92. format what a given media system will be
  57. 93. Do we have a new communicational paradigm ?
  58. 96. 1) Rhetoric based on moving image
  59. 98. 2) New dynamics of accessibility (ranging from availability to mobility )
  60. 100. 3) social value of user generated content
  61. 102. 4) Coexistence of multiple role models types of newscasts.
  62. 104. 5) Innovation in entertainment models But also in how do we tell our stories change in reserve (Eco) erosion of frontiers separation (Silverstone) transcendence interruption
  63. 105. Each Age has it’s own
  64. 106. predominant genres
  65. 110. Ways to say the same differently
  66. 112. Different technologies for the same purpose
  67. 115. and modes of representation (i.e.)
  68. 116. news
  69. 118. debates
  70. 121. Soap operas
  71. 126. and also different ways to
  72. 127. express the singularity of individuals i.e.
  73. 128. Popular music
  74. 131. How to write
  75. 134. How to talk (or to send messages)
  76. 137. How to share contents
  77. 140. Although those show the search for different types of order
  78. 141. and struggle for power and control over our own
  79. 142. simbolic and material space and time,
  80. 143. the media act diferently accordingly to different times and spaces.
  81. 144. Both news and entertainment have changed in their nature across time
  82. 145. Networked Communication
  83. 146. Is about mediation and networks
  84. 147. And mediation is about the role of screens, and its contents, in our communication.
  85. 148. With different “screens” we develop different interactivies.
  86. 149. “ Screens” are the product of technology, mediation processes, consumption, production and regulation.
  87. 150. Let’s think of “screens”, not technology. Think of the way in which we interact with them
  88. 151. THINK SCREENS IN BROADCAST THINK SCREENS IN SEARCH
  89. 152. BROADCAST broadcast and zapping for low interactivity practices
  90. 153. SEARCH search and browse , for high interactivity practices
  91. 154. 2 Networks of practises
  92. 155. With 2 Central Nodes
  93. 156. Networked Communication ?
  94. 157. Who builds the network? We do.
  95. 158. We are the “hypertex” that links technologies and uses
  96. 159. Pursuing personal or collective projects
  97. 162. News, Fiction, Opinion and Commercials
  98. 166. Networked Communication
  99. 167. is
  100. 168. Network building
  101. 169. between Mass Media and Multimedia Interpersonal Communication and Self Mass Media and One to Many Mediation not forgetting face to face
  102. 170. a space where
  103. 171. the “ user ” and “ audience ” meet
  104. 172. when it happens mediation changes
  105. 173. http://www.wired.com/culture/lifestyle/magazine/17-08/by_media_diet
  106. 174. our media diets change
  107. 176. media matrixes change
  108. 178. new media systems develop
  109. 179. where the “ user ” has a new central role
  110. 180. the user as distributor
  111. 183. the user as innovator
  112. 187. the user as classificator (of experience )
  113. 192. In the Aftermath? Or the Networking of a new communicational model?
  114. 193. So what is Communication today ?
  115. 194. A Remix of technology, contents and uses. a suggestion
  116. 195. A remix because in communication we are remixing the older and the new through mediation
  117. 196. a technologic remix because we are combining multiple screens in our practises
  118. 197. a content remix because on “those” screens contents are diverse and different
  119. 198. Broadcasting will still be around in some , but not in all screens.
  120. 199. Sometimes we will be
  121. 200. “ push ” audiences , that still zapp through contents in broadcasting and watch/read/listen to them
  122. 201. Other times we will be
  123. 202. “ pull ” users who, pre-choose contents, through complex and thorough search, in order to (use)watch/read/listen now or at a future given moment
  124. 203. That is: the difference between pushing the “on” button and do zapping – i.e. the phenomena that produces audiences !
  125. 204. and to access, search and browse – i.e. the phenomena that produces users !
  126. 205. can this explain what communication is today?
  127. 206. From Media to People The Media is not the Message
  128. 207. All societies are characterised by communicational models and not just informational models.
  129. 208. The three preceding models
  130. 209. in chronological order in terms of its cycles of social affirmation
  131. 210. The first model is defined as interpersonal communication. Which takes the form of the two-way exchange between two or more persons in a group.
  132. 211. The second model, which is equally deeply rooted in our societies, is one-to-many communication. where an individual sends one single message to a limited group of persons
  133. 212. A third model, with which we have less experience in historical terms, is mass communication . Where thanks to the use of specific mediation technologies, one single message can be sent to a mass of people.
  134. 215. In the 1970’s, McLuhan argued that the media were the message. — Meaning that any single medium induces behaviours, creates psychological connections, and shapes the mentality of the receiver; regardless of the content that medium transmits.
  135. 218. Castells, in turn, suggested we could think of the “ message is the media ” i.e., the media are shaped depending on the message one is trying to get across, and seeking that which best serves the message and the audience at which it is aimed. (2005)
  136. 220. Eco suggested that “ the media precede the message ” , i.e. when the technological acceleration produces multiple new channels that exist before there is content to be placed there creating a new challenge of an economic character, thus rendering transmission feasible without having equated what is to be transmitted (2002)
  137. 222. Should we discuss if networked communication introduces a third dimension into the dialectic between media and message?
  138. 223. In the network, whatever the media chosen, if the message is not the most appropriate, for a given group, it will be remixed by the people.
  139. 224. “ the people is the message” vs . “ the media is the message” ?
  140. 229. the people is the message ? Gustavo Cardoso, 2010

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