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The Network Society
Dr. Juan Luis Manfredi SánchezCorreo-e: [email protected]
[email protected]: @juanmanfredi
http://ciberdemocracia.blogspot.com
2Juan Luis Manfredi, Ph.D @juanmanfredi
1. Technology, Society and Historical Change
The current transformation is not a question related only to Internet and New Media
Castells’ Theory is based on the pre-internet technologies: they prepare the current structure and the forthcoming change
Information is the backbone of society, so where’s is the difference?
Information society means that the info leads the economy, the politics and the society
The new paradigm is equal if not greater in impact to the industrial revolutions that have shaped the development of the modern age
The current development changes all the human activity starting with the economy
3Juan Luis Manfredi, Ph.D @juanmanfredi
1. Technology, Society and Historical Change
Economy and economie
s
Politics and policies
Technology Society
Network Society
4Juan Luis Manfredi, Ph.D @juanmanfredi
1. Technology, Society and Historical Change
The key question is the capacity for change: the ability to develop tech is useful indicator of development “The ability or inability of societies to master technology, and particularly technologies that are strategically decisive in each historical period. Largely shapes their destiny, to the point that we could say that technology per se does not determine historical evolution and social change, technology (or the lack of it) embodies the capacity of societies to transform themselves, as well as the uses to which societies, always in a conflictive process, decide to put their technological potential.” (p.7)
5Juan Luis Manfredi, Ph.D @juanmanfredi
1. Technology, Society and Historical Change
The tech is not responsible for the change itself The different historical influences defines how a country reacts to the information tech and how they utilize it Informationalism ≠ industrialism It is “a new mode of development shaped by the restructuring of the capitalist mode of production towards the end of the 20th century” (p.14)
The change affects:• The class relationships• The labour and the organizers of production• The interaction amongst ourselves• The way we consume• The primacy of experience over production
TECH
6Juan Luis Manfredi, Ph.D @juanmanfredi
1. Technology, Society and Historical Change
The use of computer networks as communication medium accelerate the pace of the change Audience or consumers are no longer a homogeneous mass entity
The change rienforces the audience as an aggregate of demographic, ethnic, and lifestyle variables with differents needs and interests
Moreover, the audience and its relationship to media is transforming as well• The era of narrow or targeted media• Consumers control 5W access to meet wants and needs• Branding and marketing push is needed to build awareness and loyalty • Crowded, competitive marketplace• New ways to engage audiences
SOCIAL ASPECTS
7Juan Luis Manfredi, Ph.D @juanmanfredi
1. Technology, Society and Historical Change
SOCIAL ASPECTS
Who? Early Boomers (+50 years old)
Late Boomers(40-49 y.)
Generation X(30-39 y.)
Generation Y(20-29)
When? 1960s 1970s 1980s 1990s
What? Limited broadcastingSome TV channelsAM Radio
Remote controlColor TVMore TV channelsFM Radio
CableVCRCNN, MTV and specialty channelsCD
InternetVideogames100 TV channels or moreMobile phonesMp3
8Juan Luis Manfredi, Ph.D @juanmanfredi
1. Technology, Society and Historical Change
The change goes further the economy or the media consumption:• The transformation of labour• The challenge to traditional families and patriarchalism• The definition of the self• The identity: ethnic and religious groups
The more globalized and interdependent is the world, the more reduced is the creation of insular identities
The government faces the challengeWhy? The informationalism is based on the technology of knowledge and it has the potential to impact across several level of society
SOCIAL ASPECTS
9Juan Luis Manfredi, Ph.D @juanmanfredi
1. Technology, Society and Historical Change
The new mode of development transforms the economy:• It increases the efficiency of the production • It modifies the nature and the quantity• More services and experiences
Where’s the value? The mode of capitalist production is based in the tech of knowledge generation, information processing and symbol communication This is the core of the informational economy:• The information is the raw material • The knowledge itself becomes the commodity
ECONOMY
10Juan Luis Manfredi, Ph.D @juanmanfredi
1. Technology, Society and Historical Change
The new sources of competitiveness:• Technological capacity• Access to integrated markets• Production costs and prices• Political capacity to lead the change
The nature of the radical transformation affects the operations and the way of doing business New values include:• Decentralization• Networking companies• International trade blocs• Transnational institutions• The decline of the Nation-State
ECONOMY
11Juan Luis Manfredi, Ph.D @juanmanfredi
1. Technology, Society and Historical Change Porter’s Five Forces
12Juan Luis Manfredi, Ph.D @juanmanfredi
1. Technology, Society and Historical Change
GlobalisationGlobal Standards + Transnational Advertising + Privatization + Trade Agreements + Global Products & Customers +… Digitalization Storage, processing and transmission of information impacts processes such as sales and customer service, and in many cases, the product or service itself can be re-packaged or delivered electronicallyInformation is costly to produce but cheap to reproduce in fact the marginal cost may reach zero.
Three New Forces
Deregulation The opening up of markets that were previously closed by factors such as monopoly, state owned or controlled production or by restrictive legislation or trade practices. Key industries affected by deregulation and which are vital to e-government include telecommunications and broadcasting. As new operators have entered the markets, there have been notable innovations created, as these new entrants have not necessarily had the benefit or burden of legacy systems and processes.
13Juan Luis Manfredi, Ph.D @juanmanfredi
1. Technology, Society and Historical Change
Killer App are “inventions whose impact has extended far beyond the activities for which their creators built them. Ultimately, the havoc they visited on social, political, and economic systems has outweighed the impact of their intended usage” (p. 3)
Do you know anyone?
14Juan Luis Manfredi, Ph.D @juanmanfredi
1. Technology, Society and Historical Change
These new principles involve the political development
Are our democracies prepared to such a change?
Are we using zombie categories? (Beck)
Can we foresee the consequences?
Politics and Policies
15Juan Luis Manfredi, Ph.D @juanmanfredi
2. The information technology paradigma) The information is raw materialIt demands growing flows of information to maintain the level of activity“These are technologies to act on information, not just information to act on technology” b) The effects of the ICT are pervasivenessIt does define how we approach to the society c) FlexibilityOrganizations and institutions can be modifiedThe material basis of the organization can be reprogrammed and retooled
d) The networking logic is a defining characteristic of the information societyThe creative power of technological interaction and communicationSocial networks are based on this logicThe social cohesion is dependent on these technological issues e) ConvergenceSpecific technologies go into an integrated system Telecommunications has experienced a shift integrating microprocessor and optoelectronic data transmissionMore and more efficiency
16Juan Luis Manfredi, Ph.D @juanmanfredi
2. The information technology paradigm
Are we facing a disruptive paradigm?
Clayton M. Christensen: “process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves ‘up market’, eventually displacing established competitors”
Video definition by himself
Disruptive technologies are innovations that result in worse product performance, at least in the near term. They are generally cheaper, simpler, smaller, and, frequently, more convenient to use
Disruptive technologies occur less frequently, but when they do, they can cause the failure of highly successful companies who are only prepared for sustaining technologies.
17Juan Luis Manfredi, Ph.D @juanmanfredi
2. The information technology paradigm
Some remarks
1. Market progress is separate from technology progress. Customers do not always know what they need.
2. Innovation requires resource allocation which is extraordinarily difficult for disruptive technologies.
3. Disruptive technology needs a new market. Old customers are less relevant. Disruptive technology is a marketing problem, not a technological one.
4. Organizations have narrow capabilities. New markets enabled by disruptive technologies require very different capabilities.
5. Information required to make investment decisions does not exist. Failure and iterative learning are required.
6. It is not wise to always be a leader or always a follower. Disruptive innovations reward leaders.
7. Small entrant firms enjoy protection because they are doing things that do not make sense to the industry leaders.
18Juan Luis Manfredi, Ph.D @juanmanfredi
3. A New Sputnik Moment?
1957: USSR launches the Sputnik satellite It shocked Americans and prompted a national commitment to education, space and science spending
Federal Government supports the innovation through R&DThe creation of ARPA Advanced Research Projects Agency NetworkIt is the origin of Internet and the scientific revolution
Is any New Sputnik there?
19Juan Luis Manfredi, Ph.D @juanmanfredi
3. A New Sputnik Moment?
http:
//w
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(Chinese Academy of Sciences)
Goal: Basic ResearchThe plan will place a new emphasis on translating the research into technologies that can power economic growth and address pressing national needs
Seven key areas1. Nuclear fusion and nuclear-waste
management 2. Stem cells and regenerative
medicine 3. The flux of carbon between land,
oceans and atmosphere4. Materials science, I5. Information technology 6. Public health 7. Environment
20Juan Luis Manfredi, Ph.D @juanmanfredi
3. A New Sputnik Moment?
Obama: “This is our generation’s Sputnik moment”It will mean strong investments in biomedicine, ICT and clean-energy technologyThe government investment will support basic research, the system based on innovation and free trade
21Juan Luis Manfredi, Ph.D @juanmanfredi
4. What does it happen to communication and culture?
The information paradigm has an effect on the character rather than the means of communication and culture Why? ICT transforms the way both are transmittedThe primacy of the multimedia narrative instead of the print cultureMultimedia integrates the communication structure: written + oral + visual modesAltering the means of how the language is communicated, changes our conceptions of society The rise and the decline of mass mediaThe traditional TV is the reference case to show the end of the typographical mind• Conversation mode: face to face and debate • Intellectual tendencies: Sequential reasoning
22Juan Luis Manfredi, Ph.D @juanmanfredi
4. What does it happen to communication and culture?
Instead of the unidirectional media, ICT increase the new media as well as the diversification of mass audienceE.g. Local editions in newspapers, personalized audio devices or videorecording systems These examples confirm the ability to participate in broadcasting The mass media depends on the interaction between the sender and the receiver in the interpretation of the messageThe message is no longer uniform within the nation-stateThere’s place for specific contents dependent on viewing preference and personal tasteThis segmentation includes local culture, global news or transnational advertising
23Juan Luis Manfredi, Ph.D @juanmanfredi
4. What does it happen to communication and culture?
The rise of computer mediated communicationThe way Internet and new media are developed difficult to censor or control the contentsThe underlying reason is the nature of digital communication Four cultural patterns:• Widespread social and cultural differentiation• Social stratification• Diverse messages are all within the communications network• All cultural expressions as well as the diversity is invited