53
globalization & new media: theoretical context and macro trends
| Date post: | 21-Aug-2015 |
| Category: |
Technology |
| Upload: | theo-ploeg |
| View: | 191 times |
| Download: | 0 times |
globalization & new media: theoretical context and macro trends
Fontys - FHJ - Internetjournalistiek - WG1 !2theo ploeg, @theoploeg
understanding the impact of media
marshall mcluhan (1911-1980)
!7toronto, 1930
We invent a new media
technology
The new media technology
alters our sense ratios
The altered sense ratio alters our perception
The altered perception
changes the way we think
With a new way of thinking we
create new models of reality
New models of reality give rise to
new inventions
McLuhan’s cycle of change
‘we shape our tools and tools shape us’, !Marshall McLuhan
cycle of change
mcluhan's main thought #1: media are extensions of some human faculty
mcluhan’s main thought #2: the medium is the message
!12mcluhan’s main thought #3: walking backwards into the future
‘history is bunk’, henry ford
‘History is more or less bunk. It’s tradition. We don’t want
tradition. We want to live in the present, and the only history
that is worth a tinker’s damn is the history that we make today.’
henry ford in chicago tribune, 1916
adam smith (1723-1790)
‘The value of any commodity is equal to the quantity of labour
which it enables him to purchase or command. Labour, therefore,
is the real measure of the exchangeable value of
commodities.’
adam smith in ‘the wealth of nations’, 1776
surroundings of manchester 1780
!19early 20th century: capitalists as benefactor
fordism (1910 - 1965)
fordism: shopping as capitalist action
max weber: ’entzauberung der welt’
back to marshall mcluhan
‘societies have always been shapes more by the nature of the media by which men communicate than by the content of the communication’
mcluhan as ‚technologal determinist’
tribal man living in acoustic space
literate man living in the gutenberg galaxy
network man living in the global village
historical fases according to mcluhan
in between: man becoming more symbolic
!26acoustic space
• ear is dominant organ (sense) • community as powerful structure • hearing is believing • truth is fluid and non-lineair • time and place don’t exist • involvement and equality • myths
characteristics of acoustic space
!28liquid truth at the agora in athens
!29gutenberg galaxy
• eye as dominant organ (sense) • truth becomes universal • individual replaces community • hierarchy and centralization • privacy, distance and isolation • time and place becoming important • objectivity and rationality • sound becomes vision • seeing is believing • becoming as central human idea
characteristics of gutenberg galaxy
around 1500
!31books are vehicles for objectivity and rationality
!32the global village
newspaper as hot medium: they feel like a hot bath
!34tv as cool, electric medium
!351960: US elections broadcast on tv
in Playboy (1969)
‘The computer thus holds out the promise of a technologically
engendered state of universal understanding and unity, a state
of absorption in the logos that could knit mankind into one
family and create a perpetuity of collective harmony and peace.’
the electronic age
macluhan’s advice: don’t drown in the media mahlström
observe, take distance, find patterns
so, what macro trends do we see?
trend #1: news isn’t relevant anymorehierarchies implode, subjectivity, experience, emotions, involvement, liquidity
trend #2: storytelling is backsubjectivity, experience, emotions, involvement, liquidity
trend #3: curating instead of classic journalism
hierarchies implode, subjectivity, experience, emotions, involvement, liquidity
trend #4: mass is defragments in nicheshierarchies implode, subjectivity, involvement, liquidity, being, networks
trend #5: local and globalhierarchies implode, subjectivity, involvement, liquidity, being, networks
trend #6: the network is everythinghierarchies implode, subjectivity, involvement, liquidity, being, networks
trend #7: just besubjectivity, involvement, liquidity, being
a few examples
thank you!
