The Impact of New Media

8/10/2019 The Impact of New Media

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The Impact of New MediaThe Impact of New MediaA Level Media StudiesA Level Media Studies


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Key QuestionsKey Questions

Has new media democratised the production of media textsHas new media democratised the production of media textsby shifting the control of media content away from largeby shifting the control of media content away from largemedia institutions?media institutions?Has new media changed the way media texts are consumedHas new media changed the way media texts are consumedand what are the social implications for this?and what are the social implications for this?

Has new media technology provided new cross-cultural,Has new media technology provided new cross-cultural,global media texts that communicate across national andglobal media texts that communicate across national andsocial boundaries?social boundaries?How active or interactive are consumers of new media andHow active or interactive are consumers of new media andhow significant is this in terms of power?how significant is this in terms of power?How has new digital media impacted on traditional mediaHow has new digital media impacted on traditional media

productions and consumption?productions and consumption?!o what extent does new media escape some of the!o what extent does new media escape some of theconstraints of censorship that traditional media encounters?constraints of censorship that traditional media encounters?How is new media interacting with, using and changingHow is new media interacting with, using and changingtraditional media platforms?traditional media platforms?


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The DigitalRevolution

Videoand DVD

Portablecamcorders

Homecomputer &gamesconsoles

Cable,satellite &

digital TV

Mobilephones &their

convergencewith othermediaphotography& video

Theworldwideweb

Email

MP

podcasts

webcams

blogs

!ocialnetwor"ing


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New/Digital MediaNew/Digital MediaUTOPIANUTOPIAN

"el Sola #olle $%&''("el Sola #olle $%&''(Suggests new media willSuggests new media willfacilitate a positive mediafacilitate a positive media

worldworldA wider range of mediaA wider range of mediatexts can be produced thattexts can be produced thatmeet the needs of manymeet the needs of manymore groups in society)more groups in society)#rovides individual citi*ens#rovides individual citi*enswith the capacity towith the capacity to

produce publicise textsproduce publicise textsthemselves)themselves)!his facilitates the growth!his facilitates the growthof different mediaof different mediarepresentations)representations)

DYSTOPIANDYSTOPIAN

Habermas $%&&%(Habermas $%&&%(Argues that media textsArgues that media textsshould provide a space forshould provide a space forciti*ens to debate andciti*ens to debate andcriticise governmentcriticise governmentactions + form publicactions + form publicopinion)opinion)Suggests new mediaSuggests new mediaoutlets produce similaroutlets produce similar

sorts of representationssorts of representationsthat focus primarily onthat focus primarily oncelebrity and trivia)celebrity and trivia)


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Has new mediaHas new mediademocratised thedemocratised the

production o mediaproduction o mediate!ts "# shi ting thete!ts "# shi ting thecontrol o media contentcontrol o media contentawa# rom large mediaawa# rom large mediainstitutions$institutions$


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Alternative Media Forms Alternative Media Forms

ew media technologies facilitate small-scaleew media technologies facilitate small-scalemedia productions)media productions)!his provides for alternative views that challenge!his provides for alternative views that challengedominant ideologies values of society)dominant ideologies values of society)

!he oyal .ommission on the #ress $%&''( defined!he oyal .ommission on the #ress $%&''( definedalternative media as/alternative media as/"ealing with the opinion of small minorities"ealing with the opinion of small minorities

0xpressing attitudes hostile to widely held beliefs0xpressing attitudes hostile to widely held beliefs0spousing views or dealing with sub1ects not0spousing views or dealing with sub1ects notgiven regular coverage by publications generallygiven regular coverage by publications generallyavailable at newsagents)available at newsagents)


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%oo& at the homepages o the threewe"sites "elow' In what wa#s do the#provide an alternative media space or

those wanting to challenge dominantideologies in contemporar# societ#$


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Alternative media forms Alternative media formsSome critical perspectives suggest that alternative mediaSome critical perspectives suggest that alternative mediaare run in a more egalitarian + democratic way)are run in a more egalitarian + democratic way)!hey reduce the cost of media production)!hey reduce the cost of media production)ew media texts can challenge the consumerist norms of aew media texts can challenge the consumerist norms of acapitalist society)capitalist society)

!hey may create ideological disruption + disturbance in!hey may create ideological disruption + disturbance inrelation to values and ideas about areas such asrelation to values and ideas about areas such asgender sexuality, religion etc)gender sexuality, religion etc)Alternative websites provide 2citi*en 1ournalism3 4 allowingAlternative websites provide 2citi*en 1ournalism3 4 allowingordinary people to give their own alternative versions ofordinary people to give their own alternative versions ofdominant news stories)dominant news stories)

5n doing so, they politicise the repression of events +5n doing so, they politicise the repression of events +information produced in mainstream news, drawinginformation produced in mainstream news, drawingattention to its selectivity)attention to its selectivity)However, 2citi*en 1ournalists3 are not necessarily restrainedHowever, 2citi*en 1ournalists3 are not necessarily restrainedby professional or institutional codes of conduct)by professional or institutional codes of conduct)


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http //www!guardian!co!u"/media/#$%$/aug/#http //www!guardian!co!u"/media/#$%$/aug/#&/''c(mar"(thompson(murdoch(mactaggart&/''c(mar"(thompson(murdoch(mactaggart

upert Murdoch and 6S7y6upert Murdoch and 6S7y6 8 8 6S7y6 is too powerful and threatens to 9dwarf9 the 66. and its6S7y6 is too powerful and threatens to 9dwarf9 the 66. and itscompetitors): competitors):

8 8 ews .orp, in effect controlled by the Murdoch family, nowews .orp, in effect controlled by the Murdoch family, nowen1oys unprecedented industry power in the ; of S7y and is in the process of buying the part of thebroadcaster it does not already own):broadcaster it does not already own):9a concentration of cross-media ownership that would not be9a concentration of cross-media ownership that would not be

allowed in the ;nited States or Australia9)allowed in the ;nited States or Australia9)

http/ www)guardian)co)u7 media @%@ aug %= rupert-murdoch-http/ www)guardian)co)u7 media @%@ aug %= rupert-murdoch-us-digital-newspaperus-digital-newspaper

Murdoch sees the i#ad as a potential lifesaver in terms ofMurdoch sees the i#ad as a potential lifesaver in terms ofits reach among the young and its ability to attractits reach among the young and its ability to attractsubscriptions)subscriptions)


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)omewor")omewor"

Has new media changedthe way media texts are

consumed?

hat are the socialimplications for this?


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*e' #!$*e' #!$

A second generation of web basedA second generation of web basedmaterial which facilitates mobilematerial which facilitates mobilebroadband and wireless connections)broadband and wireless connections)

eb based communities such as socialeb based communities such as socialnetwor7ing sites and wi7is)networ7ing sites and wi7is)!hese facilitate collaboration and!hese facilitate collaboration andsharing of user generated content)sharing of user generated content)

#osting comments on websites,#osting comments on websites,uploading videos, photos and musicuploading videos, photos and musicand commenting on others3and commenting on others3contributions)contributions)


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.onvergence.onvergence5nterconnectivity of media platforms5nterconnectivity of media platforms

Dreater levels of interactivityDreater levels of interactivityEpening boundaries betweenEpening boundaries betweenproducers and consumersproducers and consumers

Social networ7ingSocial networ7ing=" !F=" !F


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)omewor")omewor"

Has new media technologyprovided new cross-cultural, global media textsthat communicate acrossnational and socialboundaries?


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+lo'alisation+lo'alisationAn important factor in the age of communicationAn important factor in the age of communication

when the global sales of film, !F and mediawhen the global sales of film, !F and mediaproducts, along with the internet, bring people inproducts, along with the internet, bring people indeveloping countries into direct contact withdeveloping countries into direct contact with

estern media products)estern media products)"istribution is facilitated by satellite and the"istribution is facilitated by satellite and theinternet, enabling communications to travel frominternet, enabling communications to travel fromone side of the globe to the other instantaneously)one side of the globe to the other instantaneously)

5t enables events that are ta7ing place in distant5t enables events that are ta7ing place in distantcountries to be presented to us on our !Fs and thecountries to be presented to us on our !Fs and theinternet live $& %% coverage(internet live $& %% coverage(


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+lo'alisation+lo'alisation

According to Diddens $ @@=( we live in aAccording to Diddens $ @@=( we live in a 2runaway world3 where cultures, 2runaway world3 where cultures,economies and politics appear to mergeeconomies and politics appear to merge

across national boundaries)across national boundaries)Significantly, !F consumption merges, soSignificantly, !F consumption merges, sothat !F programmes such as Briends,that !F programmes such as Briends,

Sex and the .ity, Drey3s Anatomy etcSex and the .ity, Drey3s Anatomy etcand channels such as M!F and . areand channels such as M!F and . arewatched all over the world)watched all over the world)


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,ultural Imperialism!he ;SA dominates world media with G > of the globalfilm mar7et and IG> of the television mar7et)

A cultural-imperialism perspective argues therefore thatAmerican values and ideologies are imposed upon the rest

of the world through media texts)

#utnam $%&&'( suggests that the ;S governmentprioritised media for support as an important exportindustry that promotes both ;S values and ;S goods)

5n @@', Apple computers were not 1ust advertised intrailers preceding films but also through product placementin films such as 2!he 6ourne ;ltimatum3, 2 ight at theMuseum3 and 2!ransformers3)


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.hallenge to cultural imperialismJ

!he success of the 5ndian film + !Findustries that have ta7en advantageof the Asian "iaspora

5ndia3s biggestmediaconglomerate 4

Kee !F $nowavailable on continents(


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)omewor")omewor"

How active or interactive areHow active or interactive areconsumers of new media andconsumers of new media and

how significant is this in termshow significant is this in termsof power?of power?

How has new digital mediaHow has new digital mediaimpacted on traditional mediaimpacted on traditional mediaproductions and consumption?productions and consumption?


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How active or interactive areHow active or interactive areconsumers of new media andconsumers of new media and

how significant is this inhow significant is this interms of power?terms of power?


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-ocial Networ"ing ( Face'oo"

Launched @@Has ta7en social networ7ing to another level)!urned it into an interactive platformAllows its page creators to interact with otheronline users))6ut also, play games, raise funds, organiseevents, post videos etc etc)5n America 4 myhomewor7 E )com accounts arebeing lin7ed with faceboo7 accounts)Students will be able to see schoolannouncements, alerts, and classroomassignments directly through their faceboo7account)


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How has new digital mediaHow has new digital mediaimpacted on traditional mediaimpacted on traditional media

productions andproductions andconsumption?consumption?


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Technological Deterministargument

!echnology influences and dictates the nature of society)!he impact of new digital media is so profound that is haschanged the historical, social, economical and politicalcontext of the society in which it was produced).astells $%&&&( emphasises that the contemporary internet

society is focused around networ7s and flows of informationthat disregard the constraints of time and space)0g) Social networ7 sites provide a networ7 over whichinformation flows between groups of friends)!he information flows without friends actually meeting)!he social networ7ing website provides an imaginedcommunity of participants who are not restrained by timeand space)Similarly, players in an online internet game are notrestricted to players who live near them, but can play withpeople in other countries, unregulated by time restraints)


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Face'oo"Mar7 Kuc7erberg, @@&

8the site is growing beyond regional networ7s and networ7s will nolonger be part of the privacy settings):

8As Baceboo7 has grown, some of these regional networ7s now havemillions of members and we ve concluded that this is no longer thebest way for you to control your privacy):

8!he plan we ve come up with is to remove regional networ7scompletely and create a simpler model for privacy control where youcan set content to be available to only your friends, friends of yourfriends, or everyone):

8 e re adding something that many of you have as7ed for N theability to control who sees each individual piece of content youcreate or upload) 5n addition, we ll also be fulfilling a reOuest madeby many of you to ma7e the privacy settings page simpler bycombining some settings):


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The 11, iplayer

An internet radio television serviceent live "ecember @@', updated @@G and again in @%@!he next generation iplayer $Sept @%@( brings integration!he next generation iplayer $Sept @%@( brings integrationwith various social networ7ing sites to the !F on-demandwith various social networ7ing sites to the !F on-demandservice)service)

"eals with Baceboo7, !witter, and 6ebo are already in place,"eals with Baceboo7, !witter, and 6ebo are already in place,with more li7ely to follow)with more li7ely to follow)i#layer users will be as7ed to integrate their accounts with thei#layer users will be as7ed to integrate their accounts with the66. Enline site)66. Enline site)!hen every time they sign in and use the i#layer, they will!hen every time they sign in and use the i#layer, they willalso be connected to the social networ7s they use)also be connected to the social networ7s they use)!his will enable the 66. to see what they and their friends!his will enable the 66. to see what they and their friendsare watching or listening to)are watching or listening to)


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)*iew

*irgin media(etchT*

+T *ision(reesat

(reeview ,ii

Pla#station )

-."o! )/0

1o"ile phones


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)omewor")omewor"

!o what extent does new!o what extent does newmedia escape some of themedia escape some of theconstraints of censorship thatconstraints of censorship thattraditional media encounters?traditional media encounters?

How is new media interactingHow is new media interactingwith, using and changingwith, using and changingtraditional media platforms?traditional media platforms?


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,ensorship

Dossip eport on the internet.hanging media landscape 4 whatwas once private is now in the publicsphere of the internetBaceboo7MySpace

#rivacy + censorship!he above three sites operatedifferent levels of control


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The Impact of New Media

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