Mass Society Being Overrun by Technology,Technique &Emerging Gizmos

Mobile to the Internet is like TV is to radio. In conventional thinking, Convergence provides the basisfor highly competitive markets, because firms can now invade formally irrelevant, and we have beenwitnessing a wave of unprecedented mergers and alliances of the largest media, telecommunicationand computer firms in recent memory markets.

The Net

A brief history about the formations and origins of the Net would be in order at this juncture. Thereis no doubt that the norms of our civilization have changed for reasons which are not "human"; menas a whole had no desire for the changes that occurred nor did they work toward them consciously.The challenge for professionals is to understand how to take advantage; how to create, package,promote their content. We can think of the first five mass media as "cold" mass media,consumedpassively. And, it brought a new channel for commercial communications. Good books spawnedmovies, and successful movies that were not based on books, were turned into printed books. Theclaims of the human being have thus come to assert themselves to a greater and greater degree inthe development of techniques; this is known as "humanizing the techniques." Man is not supposedto be merely a technical object, but a participant in a complicated movement. CHILDREN

Approximate number of studies examining TV's effects on children: 4000

Number of minutes per week that parents spend meaningful conversation with their children: 3.5

Number of minutes per week that the average child watches television: 1,580

Percentage of day care centers that use TV during a typical day: 70

Percentage of parents who would like to limit their children's TV watching: 73

Percentage of 4-6 years-olds who, when asked to choose between watching TV and spending timewith their fathers, preferred television: 54

Hours per year the average American youth spend in school: 900

Hours per year the average American youth watches TV: 1500

III. A new mass media can cannibalize from the old, but also add new opportunities. Diller concedesthat all of the distribution methods get thrown up in the air. We've been herded, branded, fattened,sheered and eventually led to the slaughter...(Hawaiian Libertarian) Technology, Technique andemerging technological gadgets and Media have changed and altered our reality and understandingof our world today.

Social Media and Social Media Sites

Marianina Manning wrote the following excerpt about Social Media: "Consumer Generated Media(GCM) is the term that encompasses all social media content on the Internet authored by consumers.Movable Type is now the software of choice for celebrity Bloggers. Reading in such an environment,

it seems, takes on central characteristics of listening, with interesting consequences for presenceand immediacy.

The Foundation Has Changed

The media industry has changed. through the use of the internet and other miniature emergingtechnological gadgets, debunks the myth and fiction that the Internet will "set us free," but the Hubshows that the Internet, despite its virtues, is largely being incorporated into the dominantcommercial media and communication systems, creating a mass consuming andtechnological/technique-based mass media society and reality.

In the 1990s a new argument emerged which suggested that we had no reason to be concernedabout concentrated corporate and hypercommercialization of media and the notion that the Internet,or broadly speaking, digital communication networks will,will set us free. In the process, theybecame consumers in the functional sense, in the service of communication entrepreneurs. We maynow ask what position were in today with respect to these factors insofar a technique is concerned.This cannot be spun any other way. Scott's equivalents today confront even stranger neologisms.homes with three or more TV sets: 66

Numbers of hours per day that TV is on in an average U.S. Likening it to the printing press seemedlike a natural thing because it was clearly revolutionary; it was not meant to be "arrogant orgrandiose," says Ms Trott and nodding to her husband, who was extremely shy and rarely talked."We now see that participation among those under 35 is nearly universal," writes Forrester analystJosh Bernoff at the Forrester Interactive Marketing Blog. A media can gain a dominant positionwithout a unique technical benefit. Correctly used, it can do anything." As stated above, theprinciples about the media and by the media are there, we've got to know them very well to applythem

Most of what we communicate has to do a lot with language and writing. For example,

Morecombe and Wise , a British comedic duo got the highest recorded TV audience in Britain, with26 million viewers, almost half of the UK population watching their Christmas special. The principlesare there, but you have got to apply them.

The first essential is to understand the principle - how it works - how to use it. The post-apocalypticscenario they imagined was surprisingly similar to the postmodern world view of the slacker. authorof "Twitter Founders Thrive on Micro-Blogging Complaints". There may have been some genuinelyhumanistic aspects in modern discoveries, but for the most part they have been primarily technical.

A good method applied by an imbecile does not yield good results; and a technique used by a manfull of rancor, disgust, or resentment, or by a man who detests it, will not be very efficient. Let usput aside the problem of morality and concern ourselves with public opinion. It meant for the firsttime you did not have to be wealthy, to go to the opera, own your own instruments to be able toenjoy music. What the mind thinks is transferred into verbal , written form, phonetic syllable and theauditory realms. Summaries are often enough; succinct, message stark. You've got to apply yourunderstanding in order to solve your problems of poverty , discord , disease. The mobile phone, forexample, will not kill off the Internet. Sometimes the problem is not too much weight; it's too little.

Seventy-five percent of American women believe they are too fat, an image problem that often leadsto bulimia or anorexia. When you first studied arithmetic, your problems did not always work outcorrectly, did they? Yet you did not on that account doubt the principle of mathematics. It emerged

as the 7th media only by the year 2000.

By far the youngest of the seven mass media, the mobile is also by far the least understood. This isbecause the corporate giants that built these pipes assumed that the internet would simply beanother distribution pipe for themselves or their partners in the Media Industry.(The Economist)

Exactly this, however, is starting to happen. it works on the general public from the standpoint of anidea and makes them ripe for the victory of this idea."

In his apprenticeship under Hitler, Goebbels brought the science of Mass Population Control to newheights with a totally comprehensive program of propaganda that permeated every layer of Germansociety. Users establish sentiment criteria by scoring a sample of data, and TruCast automaticallyscores the rest. Pitchforkmedia.com has emerged as one of the more important indie "must read."Music sites in any medium, with 125 unique visitors a day and only three full time employees. Therequired solution, then, must be a technical inquiry into ends, and this alone can bring about asystematization of ends and means. We know that the only limit to it is our capacity to receive.Business Week explained of the relevance of Social Networking on its June 26, 2006, cover story:"This is the biggest change to business ... In this new-media culture, says Paul Saffo, a director atthe Institute for the Future in California, 'people no longer passively "consume" media (and thusadvertising, its main revenue source) but actively participate in them, which usually means creatingcontent, in whatever form and on whatever scale'.

This does no have to mean that "people write their own newspaper", says Jeremy Zawodny, aprominent Blogger and software engineer at Yahoo! and Internet portal. The new digital mediatechnologies have had a dramatic impact on the traditional media Industry. But this lost unity can berestored by technique on the abstract level of science.

There is no doubt that technique can counter technique; and abstractly man can thereby be restoredto unity. Speech, especially in face-to-face situations, provides more holistic clues to meaning,including a speaker's appearance, vocal tone, linear rationality. In the same way, the Principle ofInfinite energy, Infinite Supply, is ever available. Hitler expressed these in his personal politicaltestament Mein Kampf: "Propaganda tries to force a doctrine on the whole people ... The phone iswith us literally within arm's reach, at all times. Content used to be based on structure and format. Ifwe use the Nielsen rating on TV, on the mobile we know every single user. signifies the ability to dowhat everybody else can do and to make use of what everybody else can use; access means theliberty to take advantage of resources(Wurman, 1990, p.45) This model has come back to be used inthe modern technological gadgets of Social Media for its directness.

The abundance lies not only in the manipulation of text on one's own computer and data storage, butalso in the magical word which will replace libraries: access. Cinema was thought of threateningbooks as a viable media.

The exact opposite happened. If a mass media is an inherent threat media, threatening tocannibalize all legacy media, it also will rapidly alter each of the legacy media. Radio was fundedeither on an advertising model or by national license fees, or in some cases a mixture of the two.Search changes everything. Yet, differing from the legacy mass media, all of which are witnessing adecline in their audiences and revenues, mobile, and like the Internet, is an interactive mediaenabling it to fully capitalize on Social Networking and digital communities. If one feels like one isgoing crazy in a world gone mad, that is precisely ones cognitive dissonance of ones natural instinctsclashing with the unnatural script you are trying to follow to achieve "success" and "happiness." T

his purposely instilled discombobulation was designed to leave you confused, tired, overworked, andin ill-health, unable to contemplate their these devious machinations that seek to subtly and covertlycontrolled. What is important is to get higher and faster; the object of the performance means little.The economic model of radio was copied - including the business models of either TV license oradvertising, or in some countries, both. "Talent is the new limited resource."

Jerry Michalski who advise companies on the uses of new Media tools, shot back: "What anignoramus!" Look around and there's tons of great stuff from rank amateurs, and Diller is assumingthat there's a finite amount of talent and that he can corner it. The second Movable Type, however,also marks the beginning of a very gradual transition to a new era, which might be called the age of"Personal or Participatory Media". COMMERCIALISM

Number of 30econd TV commercials seen in a year by an average child: 20,000

Number of TV commercials seen by the average person by age 65: 2 million

Percentage of survey participants (1993) who said that TV commercials aimed at children makethem materialistic: 92

Rank of food products/fast-food restaurants among TV advertisements to kids: 1

Total spending by 100 leading TV advertisers in 1993: $$15 billion

V. Anything you want and have to use the mobile, you just have to click-to-buy. It has concerneditself with making the interests of man and technique correspond, thus rendering technique flexible.From Web Analytics perspective, how does one even begin to gauge the influence of theseconversations on one's brand?(See Ladder-like Social Media Technographics Report in the PhotoGallery). Then suddenly, he learns that the airplane his factory manufactures has flown 700 mile inan hour! All his repressed power soars into flight in that figure. A new media has introduced newindustry, new professions, and new business models. But with radio our show came once and wasgone. There are nearly as twice as many mobile phones as TV sets. Even a very expensive mediaplayer is not an obstacle to adoption if the format is right. A good example of how search is alteringlegacy media is with recorded music. We need to re-examine our assumptions of what weunderstand about the Media and how we understand Information/Media and the effects and affectsof technical gadget and their social use; what is it in using and understanding the new and emergingtechnologies that effects and affects us, so we can be able to help ourselves to see beyond the banalassertion that ours has become a 'mediarized' mass society, and maybe we can better understandthat society and how it is 'affected' and 'effected' and does the same to us.

Frederick Engels's law asserts that technique has passed the 'stages of quantity to quality' in itsevolution within the midst of mass society. If it is to be grasped in its full impact, modernizationmust be regarded as a process by which specific clusters of institutions and contents ofconsciousness are transmitted. In other words, many messages became more accessible overdistance or over time, but they retained certain cues of the voice, the human image, or both, that arenormally associated with immediacy. Radio brought a new diversity of news, information, debate andmusic to the people. The Superbowl in the United States is the annually most watched TV showgathering about 80-90 million viewers to the show. The most paid artists worldwide tend to be BoxOffice Hollywood stars, and most music artists, stage actors, TV celebrities, professional dancers,comedians, etc., hope to land a major movie role to boost their careers. The communications rangefrom hackers sharing the latest stolen codes to people selling cars or discussing the story line of aStar Trek Movie.

Eventually these private BBSs created their own meta-network called FIDONET so that people onone bulletin board could send electronic mail to their friends on other boards without the expense ofmaking a long-distance call to a bulletin in another state. The ITU Digital Life Report for 2006reveals that over 55 years olds spend 31.5 hours per week with traditional news media (print, radioand TV) and only 8 hours with modern digital mass media (mostly the Internet). John Nelson of theAmerican Medical Association (an endorser of National TV-Turnoff Week), said if 2,888 out of 3,000studies show that TV violence is a causal factor in real-life mayhem, "it's a pubic health problem."The American psychiatric Association addressed this problem in its endorsement of Nation TV-Turnoff Week, stating that, "we have had a long standing concern with the impact of television onbehavior, especially among children."

Millions of Americans are so hooked on television that hey fit the criteria for substance abuse asdefined in the official psychiatric manual, according to Rutgers University psychologist and TV-FreeAmerica board member Robert Kubey. The balance of power has shifted. The growing popularity ofFacebook, for example, has encouraged corporate marketing teams to explore the opportunities tobe had by having a corporate file. Whereas directed messages presuppose the sender's (pre-decided)purpose s, floating messages presuppose the listener's (potential) purposes. Calling it the "InternetEra" is not helpful. Douglas Rushkoff offers an excellent and brief historical background on thefounding and origins of the net in this excerpt below as follows:

"Intentionally developed as a decentralized web, the computer networks have already evolved intocomplex chaotic systems, capable of feedback and iteration on a scale still unfathomable by eventheir most enthusiastic participants. A tiny laptop in Montana can as high a leverage point as asystem than any other. (The Economist)

A Look at the Creation of Mass Population Control

Upon seizing power as German Chancellor in 1933, Adolph Hitler established a Rich Ministry ofPublic Enlightenment and Propaganda headed by Joseph Goebbels. Also, the mobile is the first massmedia with a built-in payment mechanism. It is important to look and know how the dominant firmsin the relevant sectors - telecommunications, computer software, computer hardware, media-areaddressing the media operate and manipulate these entities.

All are threatened by the Internet and they act defensively; and each also sees the Internet as aroute to long-term growth. He looks for nothing beyond the marvelous escape mechanism thattechnique has allowed him, to offset the very repressions caused by the life technique forces him tolead.

He is reduced, in the process, to a near utility. A new media can create formats which were notviable before it. The Mind, it should not be forgotten, plays a role in all this and in the end , will havethe most pivotal role as we immerse, interconnect, become interdependent on each other andinterpret the old, new and emerging techniques and technology and media. The quality has dropped,the form has simply changed Content created and pushed our eyes and ears. this forced householdsto go buy the new home entertainment gadget, the record-player. Other users in his area could callinto his BBS and leave messages for one another; post items of interest, or ask questions of the otherusers. Analogue recordings as a mass media and distribution model created a new spectrum of jobs;from studio and live recordings, to music management and touring bands - created for modern eraby the Beatles and Jazz music and R&B(Motown), etc. The listening itself is in motion taking action,traveling, connecting, accessing. Diller is confident that 'participation' can never be a proper basisfor the media industry. The sum computing power of this tele-network of million of computers - andmillions of computer users - is unimaginably greater than any single, affordable, constructible

machine, or any organization of people."

Rushkoff finally clarifies: "The grassroots networks began as local, call-in nodes. Some succeededlike Ian Fleming's James Bond series of books or Elvis Presley's transition onto movies. All of theexisting media can be delivered via the mobile. Our phones, on the other hand, are truly personal. Inaddition on-line enthusiasts supplement written messages with an array of symbols (often called"emoticons" or "smileys") designed to augment electronic messages with some of the nonverbalcontext on which listeners rely in face-to-face conversations.

The regulation of the internet may be unbureaucratic(at least to this point), but it is regulatednevertheless. Producers do have audiences in mind, direct messages toward those audiences, andtry to get their points across. Needless to say, the Internet is a social anarchy . It has a hugeimplication to the Internet,which will soon be overtaken in importance by mobile. Computernetworks are fractal in composition, with large networks of computers self-similarly reflectingsmaller linked groups, which themselves reflect the inner workings of a single machine, which itselfreflects the shape and structure of the software within it, the commands within the software, and thebytes of binary data within those commands.

As feedback devices, computers provide unprecedented expressive capabilities to anyone who canget access to a terminal and a modem. In a way, the Internet is being maintained through a profitdriven context. We have an innate need to connect and communicate.

The networked and Interactive nature of the Internet suddenly enabled us humans to get back towhat our DNA demands us to be via: the Blogs, Wikis, Citizen Journalism, Peer Production,Collective Intelligence, and del.icio.us. Madonna and Prince are examples where cinema tried butfailed in transferring a recording artist to the silver screen Comic books were turned into moviessuch as Superman, Batman, Spider Man, Darkman, The Hulk, etc., which in turn sold more comicbooks, but other titles such as Darkman have failed.

While recording was a decade older as a mass media, cinema was able to overtake recordings in itsimportance due to its distribution model. These include: 1) Using TV as a sedative; 2) Indiscriminateviewing; 3) feeling loss of control whilst viewing; 4) feeling angry with oneself for watching too muchTV; 5) inability to stop watching; and 6) feeling miserable when kept from watching.

Violence and addiction are not the only TV-related health problems. So it seems most hierarchicallyinclined, power-based segment of our culture - the military - developed the most Gaian-spiritedcomplex ever created by human beings. Meanwhile computer hobbyists had launched their own,more grassroots-style set of networks. Sometimes they will rely on human editors of they'rechoosing; at other time they will rely on collective intelligence in the from of new filtering andcollaboration technologies that are now being developed. Technique is the instrument ofperformance. Its more powerful, with greater reach and is growing faster than any other Media-Ecology. Publishers need to control snippets to drive revenue (Indigo)

Changing Content and Context

We are living an unnatural and unsustainable life in the BraveNewOrldOrder. Ms Trott beganblogging - i.e., posting to her online journal, Dollarshort - about "stupid anecdotes from mychildhood".

For reasons that elude her, Dollashort became very popular, and the Trotts decided to build a better"blogging tool," which they called "Movable Type". "The survey classified a full 73% of online U.S.

The problem becomes that of analyzing individual and social requirements technically, ofestablishing, numerically and mechanistically, the constancy of human needs."

It is these needs of humans that are the target of the technicians that formulate these advertisementtechniques in order to make a sale, but ""it is impossible to create interstellar man out of theexisting prime matter; auxiliary technical instruments and apparatus must compensate for hisinsufficiencies.: The best and most striking example of such subsidiary instruments is furnished bythe complex of so-called "thinking machines," which certainly belong to a very different category oftechniques than those that have been applied up to now." (Ellul)

The introduction and use of technologies that are constantly emerging, is a haven for the advertisersto get more customers and hoards of shoppers for whatever they are hawking so that they canrealize their profits. Even if two mass media use similar content, the newer one will still spawn newprofessions and a new industry. This discipline that should go with being able to communication isgone." In response, Carvin gave two recent examples of breaking news stories that played out onTwitter: the attacks in Mumbai and the riots in Greece. Merriam Webster, a publisher ofdictionaries, had "Blog" as its word of the year in 2004, and the New Oxford American Dictionarypicked "Podcast" in 2005. Snippets are summaries; a headline, subject, content,tone, language, needor even creator. The foundation is not the road the printed publication travelled, or the sheet ofpaper that the content is printed, neither is the airwaves, neither is it the airwaves that carries abroadcast signal, it is not the content creator or even the brand - it is the mechanism that actuallydelivers the content to the eyes and ears .

Digital technologies have changed the landscape, although the principle of the foundation has notchanged, the players have. "We are entering an age of cultural richness and abundant choice thatwe've never seen before in history. Today many free newspapers exist funded by advertising.Therefore, these tasks were subject to more careful planning, they seemed to depend on "higher"mental functions, and also seemed more important to teach and learn. What is new is that youngpeople today, and most people in future, will be happy to decide for themselves what is credible orworthwhile and what is not. He has been torn in every direction by the technical forces of themodern world and is no longer able of himself, at least on an individual level, to preserve his unity.Most everyday conceptions of successful interpersonal and intrapersonal or media communicationessentially depend upon "aim, point and shoot" transportation assumptions.

But even while we try to cling to transportation metaphors like "the Information Superhighway,"computer have changed us irretrievably. Man, freed and returned to himself, will be much betteradapted to life and to the mastery of the difficulties with which the modern world confrontshim.(Ellul) This is related to the technologies already discussed above.

To understand online culture, though, we must release our transportation and conduit assumptionsbecause they are no longer functional. Just like cinema and TV did not kill off books, radio did notkill off recordings and the Internet has not killed off newspapers, magazines, video games, etc., sotoo, mobile is the newest mass media, it is very different mass media, but it will not be the hangmanof the internet.

For all of the major Internet services, companies and media formats, their bright future is still aheadfor them. Even long after its peak influence in the 1950s, cinema still today holds a premier positionamong all media stars, as the ultimate indication of true celebrity. At a meeting held in Nashville, TNin July, Dr. It is therefore to have this very long piece by Ellul in order to edify the thrust of the Hubabove

The article below is important for this Hub because it goes even much more in-depth about thisphenomenon which seemingly is normal, but in effect it has been induced and grilled/drilled into ourpsyches and consciousness. Another way of saying this is that as media become more and more"immediate" and sophisticated they are experienced less and less like media. It has a click-to-buymechanism to buy any content, any service, any product, anytime, anywhere, by anyone.

No credit cards nor Bank accounts. Illustrators appeared for books and periodicals, and after theadvent of the photograph in the 1850s, photojournalists and photographer illustrators also, wereadded into the creative skills of print and publishing. The Ministry's aim was to ensure that the Nazimessage was successfully communicated through art, music, theater,films, books, radio, educationalmaterials,and the press. "A system of checks and balances kicks into high gear with people who arejut innately very skeptical - wanting to get to the heart of a matter," said Carvin, "and sometimesstories actually get debunked that way." This is another new-wave in the field of masscommunications and media dissemination and consumption.

The Mass Mind and Technique

Certainly Technology, Technique have and are still expanding man's soul. But this enormous pricebarrier was no obstacle to TV. I tell them they can talk to people all over the world if they want," Isay it's a way to talk to people all over the country from your computer" - bulletin board veteransquoted by Metz, 1995).

And most e-mail participants habitually e mulated speech more than prose, producing short,relatively spontaneous,colloquial, and often unedited messages primarily designed to evoke replies .Even today's broadband infrastructure was built for the previous era, not the coming one.Furthermore, the Internet added to unique benefits never possible on the previous five: Interactivityand Search. However, the considerable benefits were that whoever had the wilder distributioncontrolled the story, the news and the information. Someone elsewhere had to decide that I neededto know what they wanted to say or write. Digital technologies have changed the rules. A "hot"media is inherently preferred over any cold media and will cannibalize older media at unprecedentedspeeds.

For all the huge changes enabled by the Internet so far, the changes ahead caused by the Internetare going to be greater than all changes we have seen up to now. Heavy TV viewers exhibit fivedependency symptoms - two more than necessary to arrive at a clinical diagnosis of substanceabuse. You would know that while the method or solving every problem has been figured out, youhave got to work it. As effective listeners have known all along, to receive a message, you cannot bejust a receptacle, instead, you reach out to meet the message - the idea, the meaning, the feeling - atleast halfway. Put simply: to render you easily manipulated, our BraveNewWorldOrder's socialengineers have deliberately scrambled our understanding our familial roles, dietary nutrition andhealth, understanding of finance and economics, and a proper understanding of education.

They have created a society for which cultural inertia pushes us into dysfunctional familialrelationships mediated by an Interloping State authority. One person would dedicate a computer andone or many phone lines to be a computer and one or many phone lines to be a bulletin boardservice, or BBS. It didn't matter: the powerful network it had initiated was her to stay. Admittedly,modern man, forced by technique to become in reality a non-creator and without residue theimaginary producer-consuming of the classical economists, shows disconcertingly little regard forhis lost freedom; but, there are ominous signs that human spontaneity,which in the rational andordered technical society has no expression except madness, is only too capable of outbreaks ofirrational suicidal destructiveness.

It would seem that the Technological Society, like everything else, bears within itself the seeds of itsown destruction. So that, it would seem to me that the reduction of everything from quality toquantity is partly a cause, and partly an effect, of the modern omnipresence of computing machinesand cybernated information in the web and other technological gizmos and gadgets. These playershave been brought about by our very increasing appetite to consume and share news andinformation. "It really comes down to whether you want to be a publisher or not," he explains. Soonpublishers became the controlling institutions, wishing to exercise control and hence domination ofthat market space. "Soon, if you're online, you'll almost certainly be consuming social technologyapplications now, you're officially behind."

The one group of social networking users that has not grown rapidly over the past three years,however, has been the creators who post their own content online. It was not that long ago themajority of content was created by professionals and published professionals, content was exclusive.Industrialization and the Mass Media have conveniently forgotten that we are a "We" species andreally don't like being reminded of the fact that we want to be part of creation, of networks andcommunities. This is the newest mass media, and will soon be the most powerful mass media on theplanet. We an simply start by looking at TV viewing habits in the following piece.

Television Statistics

According to the A.C. P&G Chief Marketing Officer, Jim Stengel says that in 1965, 80% of adults inthe US could be reached with three-second spots. The firm used data collected from the survey toclassify Internet Users into six different type: "creators" who create and publish their own contentsuch as Blogs, Videos or Music; "critics" who post reviews or comment on others' online forums orblogs; "collectors" who use RSS feeds; "joiners" who visit or maintain profiles on social networkingsites; "spectators" who utilize podcasts, videos or Blogs, but who don't interact with others; and"inactives" who do none of the above.

Forrester says that the growth of users who consume social media such as Podcasts,Videos andBlogs has grown almost dramatically as social networking Web site users. John Stewart describedthe service as a gimmick.

Another episode of the Daily Show on February 26, 2009, during which host of NBC Nightly news, (aguest on the Daily Show and a journalist) derided "tweets" as 'only having subject matter whichrefers to the condition of the author in any given moment was interesting enough to publish inTwitter format'.

Andy Carvin, author of "Welcome to the Twitterverse" writes that on February 28, 2009, NPR'sWeekend Edition featured a segment in which producer Andy Carvin tried to teach veteran newsanalyst Daniel Shorr how to use Twitter. In fact, a central myth of literature has always beeninspired,by a tortured, or bemused author who sat alone creating new worlds on pages that, afterthey were transported, became potent enough to move isolated readers to joy, to tears, or to action.

Written and spoken modes offered their own advantages,of course. Immersion, co-authorship,interdependence, and interpretive responsibility are the keys to this new model. In a biosphere themore possible links and "phase locks" there are between members, the more opportunity nature hasof regulating and neutralizing disturbances. Don't be discouraged if at first it doesn't always work.In the words of David Sifry, the founder of Technorati, a search engine for blogs, "one-to-manylectures (i.e., from media companies to their audiences) are transformed into ('conversations')among "the people formerly known as the audience". Mr. Today there are millions of users in theUnited States and billions more worldwide. Modern man can think only in terms of figures, and the

higher the figures, the greater him satisfaction. And that is an interesting and important point toconsider.

Radio brought us the Soap Opera as continuing story line radio plays that were sponsored by theConsumer detergents and soaps giant Proctor & Gamble and featuring their main brands such asPalmolive, Colgate and Pepsodent. And how they land is, well, still up in the air.

He has made a valiant effort to get his mind around the Internet, with mixed results, and is now theboss of IAC/InterActiveCorp, a conglomerate with about 60 online brands. The metaphor of this"accrossness," this "Directness" is revealing and could be illustrated simply:

A ----------------------------------- [message/package] ---------------------------- B

Access ... Moving pictures are more compelling than written words of just sounds.

People are willing to pay per view and to be constantly held in a state of disbelief. You've got tomake it dynamic. Cinema thus became an audience media, mostly enjoyed in the movie theater withhundreds of other members of the public. It has enormous implication to the current giant, TV, andto it revenue engine-advertising. And then later the cassette player, the CD player, the DVD play.

Early recording were music concerts, longer symphonic orchestra music, which was what you wouldgo to listen to if you went to the theater to listen to a concert. This enables a community-improvedsystem with improvement cycles unheard-of in legacy media, capitalizing on the "wisdom of thecrowds". Most older people, if they are aware of the transition at all, find it puzzling. In thetraditional world there was money associated with delivery. Audiences, in a sense, were at the beckand call of message producers. The mobile is the first always on new mass media; it is the youngestand least understood and also the most dangerous new mass media - one which will supersede theinternet. Almost anything else uses more energy than watching TV." Children are not the onlyAmericans suffering from weight problems; one-third of American adults are overweight. Only muchlater with cable TV did subscription models appear and today even pay-per-view models are beingintroduced for TV. The change has been rapid as digital technologies remove the barriers associatedto the traditional media.

The format, location, distance and time are no longer considerations, the transfer of content andinformation can be instantaneous and to anywhere in the world. Words came in paragraphs,broadcasts came in programs. He then went to explain that "Odeo" was co-founded by Noah by NoahGlass . Aim, Point and Shoot. Hollywood ruthlessly cannibalized the topmost talent and content fromprint and recordings and attempted to turn them into movie stars. Research, therefore, has takentwo directions. Even if you punch out a big hunk of fence, the rest is still interconnected enough toconduct electricity."

"Imitating a complex natural system like a coral reef, the ARPANET system depended on theimmense interconnectedness of its parts. The Hollywood star was born, with Charlie Chaplin themost recognized person on the planet in the 1930s. "Wikis", "Vlogs". The power is there. Itcomplimented the long-from more in-depth analysis of the newspaper and specialist magazine. Theemergence of digital technologies has made it possible that more people are reached by the mediaand frequently than ever before. Broadcast is tied to a schedule, even a cannibalistic new mediatypically will not kill off an older media, rather adjust it. adults utilize social Networking sites suchas Facebook or Linkdin, a large increase from the 25% of users who reported using socialnetworking."

'What makes social networking on the Internet so popular is the power it gives individuals to create,maintain and expand any number of networks to include family, close friends and people who sharea similar interest, profession or hobby. Social networking and connecting with customers is all thebuzz for example recently, Forrester Research did a webcast on Know your Customers' SocialTechnographics and Craft the Tight Social Marketing Strategy with Charlene Li from Forrester."

She shared her insights on understanding ones target audience attitudes and behaviors towardssocial technologies(techniques )? These are great calls for marketers to learn more about gettingtheir arms around social media, listening to the voice of the customer and engagement withconsumers in social media. The main culprits: inactivity(these same childrn average more than 2hours of television-viewing a week) and a high-calorie diet. And some people in the public relationsspheres were strongly influenced by the Goebbels and Nazi's rise to power through the use ofpropaganda in controlling mass media and the mass of peoples.

Mass Media Redux (In Sum)

In the following excerpt, Alan Moore rolls out the history of mass media and their characteristics,their evolution and how they replaced and worked with one another.

Print was First of the Mass Media

Prior to Johan Gutenberg and his printing of the Bible, information was vigorously controlled by thechurch over a society described as a feudal society for the benefit of the church. The purpose of thisHub is to show that the corporate media system, in conjunction with the broader trappings of amodern capitalist society, necessarily generate a depoliticized society, one where the vast majorityof people logically put little time or interest into social or political affairs.(Carl Boggs)

In the process, the Social networking processes. After TV innovated the music video(MTV), suddenlyTV became the determining factor in a recording artist's chances of climbing the music charts.FAMILY LIFE

Percentage of households that possess at least one television: 99

Number of TV sets in the average U.S. Similarly, on-line communication is conducted in a digitized"between" region. They've created a society for which we ignore these manifestations of populationcontrol by focusing on a mass media constructed fantasy to keep us all distracted and mind-numbingly complacent and ignorant. The movies sold and recorded on DVs today are worth about 20Billion Dollar or nearly as much as Hollywood earns on the Box Office "cinema" income of first-runmovies.

Today, several other recordings categories exist including computer programs, video games, TVshows, etc. By way of infrastructure,full scale participatory media presume not so much theavailability of the (decades-old) internet as of widespread, "Always-on", broadband access to it.

So far, this exists only in south Korea, Hong Kong and Japan, whereas in America and other largemedia markets are several years behind. Here is how this Data has be reset and presented:

Influence engagement Metrics and Advanced Analytics:

Identifies the most influential consumers for a particular topic or issue

Determines the sub-topics of conversations

Interactive dashboard allows clients to determine specific sites and authors

Wilding the most influence in conversations

What are they talking about (sentiment) scores:

For example, their intelligent sentiment technology evaluates the positive and negative sentimentand tone of conversation. Technical or economic conditions imposed certain sociological structures,and the form society took expressed the psychology of the individual.

This is no longer true. The mobile is superior to the Internet.

The Trivial Twitter

Twitter was founded by Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams The publicintroduction began in March 2006 inside San Francisco podcasting company Odeo, says MarkGlasser. The only mass media that is carried upon the owner at all times, mobile is also the firstmass media where nearly 100% accuracy is feasible on measuring the audience.(Alan Moore)

Mobile as the 7th mass media is as much superior to the Internet, as TV is to radio. While ourculture has become more computer-saturated, we've noticed important clues that these newer formsof communication are experientially very similar to what we've previously understood as listening .You knew that the fault was in your methods, not it the principle. It is important to note that thecomputer Net is an ever expanding new territory, and it is still growing faster than our ability todocument or civilize it. We consume increasing volume of content in flashes; Words come in 140characters, broadcasts in one and half minute. Although many metaphors in these early stages of anew technology build upon the old directedness assumptions that are most easily recognized bywritten messages ("mail," "bulletin boards", etc.), increasingly the medium is morphing into re-oralized forms("chat room," "discussion groups", etc.

We must recognize this as an implication of secondary orality, the developmental stage of human lifethat extends our former emphasis on literacy(Walter Ong) Indeed in e-mail and real-time on-linediscussion groups, people typically refer to their experience in speaking/listening terms rather thanas writing/reading ("I tell them it's like using the phone only cheaper ... Whether one is on the socialmedia(as Twittter has now gone commercial by investing in stocks, meaning advertisers are going tohave a field day in it),, or wading in the Web's viral soup, advertisements or commercials of all formbeckon to the user to see, buy and use their wares.

This, Ellul contends, produces and creates a new human being. Martin Buber has shown thathumans' fundamental presence for each other cannot be psychologica l but is relational.

The "between" where we meet is where we really live and are present for each other, not in ourminds. It has also attempted to take human nature into account in order to keep man from beingcrushed by technique, thereby becoming an obstacle to technique.

On both these counts there has been an unceasing effort to refine our Knowledge of humantechniques in order in order to bridge the gap between man and technique. Deitz, pediatrician andprominent obesity expert at Tufts University School of Medicine, "The easiest way to reduceinactivity is to turn off the TV set. It's possible for two media to form a symbiotic relationship.

TV was the 5th Mass Media

The 1950s brought us the mass introduction of television. Many universities and commercialcomputer networks had already become nodes on the system, developed their own communicationsprotocols, and had been sending each other electronic mail, conferencing, and archiving data. Theissue with the foundation is it has never been hugely lucrative. I personally think the idea ofengagement metrics within the context of the broader Social Media Ecosystem and putting it to useto be able to positively impact on managing one's company brand or one's life interests, and socialmedia reputation management, it is something that we will all be doing in the not too distant futureor is already here.

More Than Half the Population Use Social Networking Sites

Brad Reed wrote this piece in the Computerworld site: "More than half of all adult Internet Users inthe United State either visit or maintain a profile on at least one social networking site, according toa study conducted by the Forrester Research. As we interact with computer and computer enabledgadgets today, we are immersed in many of the same ways as we are when surrounded by sound. Weare presently making-up or playing catching-up...

Advertisements And Their Techniques Creates a Mutation In the Maas Mind and Consumers

Below I would like to explore the impact and effects of advertisement and how it affect the psycheand ideal life of people. Music was not the only recorded content. Every major new electronic mediatechnology this century, from film, AM radio, shortwave radio, and facsimile broadcasting to FMradio, terrestrial television broadcasting, cable, Dish and satellite TV and broadcasting, has spawnedsimilar utopian notions.

The factor that distinguishes the Internet from previous new communication technologies is its all-encompassing nature. This sense of presence is unfamiliar because the "old metaphors" seem oddlydissonant; it is also familiar, however, as it legitimizes what philosophers have shown to be theessence of communication. By the 1970s TV attracted the largest audiences and become the engineroom for driving mass consumption via TV advertising. These are being invented and reproducedvery fast, and the technique is used as a pipeline or conduit , or highway. According to the survey,just 24% of American Web users are classified as creators, up fro 18% in 2007. Rushkoff gave us thebasic historical background of the coming of, evolving and spreading of the Internet. And it includesthe new innovations of the Internet,Interactivity and Search, what was new on the web and notavailable on the five old media - both interactivity and search are fully existing on mobile today.

The web is semi-personal, but not really personal. Already today there are more Bloggers than allprofessional journalist in TV, Radio, Newspapers and Magazines combined.

But also, most Bloggers are not paid for their work, the number of professional and semi-professional Bloggers are measured in the low tens of thousands out of the 72 million Blogsitestoday. Radio did something that never was possible, the rapid dissemination of breaking news aninformation, experienced live as it happened. Radio, once the sole arbiter of the audiences taste inmusic was superseded. It is not as clear and coherent, with established well-known global brands, asthe older Internet is today, with its Google's, Yahoo's, YouTube's and Second Life's . All this fills theuneasy with hope from the moment man is taken seriously. These included "newsreels" shot about 5-10 minute new summaries in moving pictures - the precursor to today's TV news. It is the same inthis. He's completely wrong. Almost everywhere, download speeds (from the internet to the user)are many times faster than upload speeds (from user to network). To establish a node on the Net, all

a person or company needs to do is get a computer with a modem and join either a private bulletinboard, university system, or research institution's node for a small fee or sometimes nothing at all.

Many users jack in through their computers at work, which are often linked to the Internet throughthe company's own node. Yet Mr. Nothing in the "Blogosphere" is poetry, not every audio "podcast"is a symphony, not every video "Vlog" would do well at Sundance, and not every entry on Wikipedia,the free and collaborative online Encyclopedia, is 100% correct.

But exactly that can be said of about newspapers, radio, television and the Encyclopedia Britannica.What I am saying is that,people are put into a position of responding to the seductive forms andnature of commercials that in the end they think that it is a normal thing that they should do: butwhat they do not know is the they are subliminally seduced.

We need to evaluate and interrogate the social, economic, and philosophical meaning of the effectsand affects of Technology and Technique on the Web Data on Mass Media and Mass Society, i.e., theWeb's transmitted content, and its form and means of transmission and how this in end, whendisseminated by the media, and received by the masses, what are the effects and affects thereof. Themobile is the first mass media that can do everything each of the six previous mass media can do.Nielsen Co., the average American watches more than 4 hours of TV each day (or 28 hours/week, or2 months of nonstop T-watching per year). since the Industrial Revolution".

Today, readership of newspapers is pointing to terra firma, traditional TV viewing is in terminaldecline, whilst Internet use continues to look to the blue sky of growth. But that Energy, that Supply,is static. Like radio and recordings, TV required the audience to purchase a consumption device,except in the 1950s and 1960s even the cheapest TV sets were easily ten times more expensive thanrecord players or radios. This culture is already familiar to teenagers and twenty-somethings,especially in rich countries. From able to satellite and now digital TV, various multi-channel TVsystems has given the TV audiences ever more choice.

It has also caused severe fragmentation of the advertising audience. In the 1970s movies appearedon video cassettes and a second major content category for the recording industry was created.Indirect influences have operated on the norms of modern society; and these norms have beentransformed without men knowing what was happening.(Ellul) The outcomes of modes ofcommunication promulgated by the new emerging digital contraptions cannot be missed as onereads further into the hub as to how these function and how they effect and affect us as a masssociety and our mass minds.

Mind Over Web Data

In the book the Secrets of The Ages, the reorganization and power of the Mind and its abilities hasbeen stated as follows: "Now we know that this infinite Good is not more available to one than it is toall. This blog is even an advertisement! Because I speak about it, you are curious as to what Twitterreally is . With the shift of television to digital format, this has made it interchangeable with theInternet.

Those firms that are now dominating the digital television have been for some time poised to play amajor role they are now playing in the age of the Internet. The machine has made itself master of theheart and brain both of the average man and of the mob.

What excites the Crowd? Performance - whether performance in sports (the result of a sportingtechnique) or economic performance , in reality they are the same thing. The mobile is the firs

always-carried mass media. VIOLENCE

Number of murders seen on TV by the time an average child finishes elemenary school: 8000

Number of violent acts seen on TV by age 18: 200,000

Percentage of Americans who believe TV violence helps precipitate real life mayhem: 79

IV. We will now look at the Internet today.

The New Digital Phase

When the twentieth century electronic media of radio, television, and recording tape adjusted theseassumptions, and the changes at least still resembled ordinary presence. If you take the list of thenew players Google is in the anomaly in that it is the only one that has and is making real money.They will have plenty of help. TV also changed previous media concepts. A newspaper, magazine,television program, website, everything used to be pushed and we consumed.

Content is no longer pushed, today it is increasingly pulled. You can buy books, CDs, ringbacktones,video games, movie tickets, hotel reservations. According to Carvin, Twitter and Facebook userswanted witnessed accounts rather than hearsay. What the Internet has achieved single-handedly isto demonstrate that humans are a "We" species, a social and networking species. The foundationtoday is linked to organizations such as 'Google', 'Facebook', 'Youtube', 'Bebo', 'Skype' and 'Twitter' -they are now the mechanism that delivers content to the eyes and ears. The recording industry theninnovated and created shorter forms of music, inventing the pop song of about 3 minutes in length.The new media model is: there are multiple sources of truth, and we will sort it out," Says Joe Kraus,the founder of JotSpot, which makes software for Wikis.

The obvious benefit of this media revolution will be what Mr. With recordings we could replay therecording whenever we felt like it. Previous societies took their character to a very large degreefrom the men in them. In matters not whether you call this intelligence Universal Mindor Providenceor God or merely nature. This introduced yet another very distinct form of enjoying mass media. It isnot enough to know that you have this power. Mobile, the 7th Mass Media is to Internet like TV is toradio.

Mobile, the 7th Mass Media is to Internet like TV is to Radio

Emerging Mobile Mass Media and its Changing Phases

Alan Moore has written extensively about "Mobile Phones as Mass media. Every society has normswhich represent a criterion of the normal.

When these norms change their character, a disturbance of equilibrium ensues and, for the man whohas not kept pace with the changes, neurosis. According to an American Journal of Public Healthstudy, an adult who watches three hours of TV a day is far more likely to be obese than an adult whowatches less than one hour. Snippets grab attention what is going on, something that has happened,a headline, a piece of information.

They create interest and desire to pull more linked to headline; Snippets grab attention, or do not.TV introduced again new skills.

Both technical from TV studio, video, audio, editing, lighting, etc., staffs to the on-air-personalitiesfrom news anchors, game show presenters, talk show hosts, etc. Radio was the first ubiquitousbroadcast media, the first "streaming" media. I wonder how scalable this tool or any tool is, becauseeventually with the increased blogosphere appearing to be exponential ,how much data will theirdatabase with multi-tiered querying there is going to be, seems like there would be some prettypowerful information available on the Web Datasphere. As we will see in this hub, the nature ofdigital text is characterized by linkage in an essential way- Directness, which as we shall see hasgiven birth to a new communication phenomenon on the Web through interconnectivity of the newand emerging technological gadgets and ways of communicating.

The new media now fueled by an on-line culture are moving inevitably in the direction of a listeningmodel. In the early twentieth century, Charles Prestwich Scott, the editor publisher and owner of theManchester Guardian (and thus part of his era's mainstream media), was aghast at the word"television", which to him was "half Greek, half Latin: no good can come out of it." Mr. Barriers havebeen removed. He is no longer permitted to display any personal power. But few realize that ourown minds are a part of this Universal Mind in just the same way that the rays of the sun are part ofthe sun.

If we work in harmony with It, we can draw upon Universal Mind for all power, all intelligence, inthe same way that the sun's ray draw upon their source for the heat and light they bring the earth.The process of massification takes place not because man of today is nature mass man, but fortechnical reasons. It is worth noting the role of technique in affecting and applying this change tothe targeted audience, and it is this mutation, which Ellul alludes to that we should learn moreabout. A soon as cinema theaters started to make money, they sprung up everywhere and by the endof the 1930s there were dozens, even hundreds of cinemas theaters in major cities around the world.This was not viable on the stage, 'we don't go listen to the London Symphony Orchestra play 3minutes'. New radio plays emerged and comedy hours and familiar radio voices became celebrities.The advertisers see a gold mine in persuading and seducing their potential customers, that in thelong run, these consumers come to think that whatever they are doing is normal and is the way theyway, or how things are or ought to be, because they control that and nobody has forced them to actin that manner. Radio was the engine that started to drive mass consumption, content became theglue for commercial communications. Reading and writing allow students to learn and even emulateliterary or historical works on which the culture presumably depends. Hitler's appointment ofGoebbels, a demonically talented demagog who was slavishly devoted to the Fuhrer and his personalbeliefs about the connections between political power and mass population control. At the sametime, the internet has been developed by the private sector, with the guiding principle being thatwhoever makes the most money wins. Science shows that it is possible to accomplish any good thing.In the new-media era, audiences will occasionally be large, but often small, and usually tiny. Forcompanies, these online conversations represent a new opportunity and challenge for brandmonitoring, reputation management, word-of-mouth marketing and consumer engagement. The ideawas to cast individual letters (type) and then compose (move) these to make up printable pages.What were first only music recordings on "clay" records eventually evolved to the vinyl recordings ofthe later half of the last century? The music industry added new recording methods from open reelaudio tape in the 1960s to the C-cassette and music cartridges in the 1970s, the music CD in the1980s and digital music stored as MP3 files from the late 1990s and the ringing tones now in thecurrent decade.

The music recordings alone is worth billions of Dollars worldwide today. Interestingly this formatcontinues on TV soap operas and continuing story line TV series such as "The Shield," "TheSopranos," "Desperate Housewives," "Big Brother," "Pop Idol," "Star Trek Enterprise," , etc.Gutenberg, having received some sponsorship from a rich compatriot, Johannes Fust, was churning

out bibles and soon also Papal indulgences.

In 2001, five and half centuries after Johan Gutenberg first bible, "Movable Type" was inventedagain. In the present time, "Twitter" had been initially used internally by Odeo's employees andbecame a product of Obvious at this time(PBS)

A short piece written by carlambruno in the Enlightenment of the Mass Media site states: "TheTwitter is everywhere, it's on the news, on TV, on Facebook, advertised every where you look. Sevenout of ten people sleep with the phone within arm's reach, even at night. Techniques are in aposition to offer man a saner and more balanced life and to free him from material constraints,whether these arise from nature or from actions of other men. The cliff-hanger style of serial shortmovies which brought cinema audiences back every week for a further installments. The way toinfluence the public opinion has historically been to feed people information from the top.Advertising was born through the newspapers and magazines. Sometimes this content or commentlinks or refers to content created by professionals or published by professionals, but often not.Attention is paid o his reactions to orders, his phobias and his earning. Man becomes a mass man inthe new framework imposed upon him because he is unable to remain for very long at variance withhis milieu. adults as spectators, a big increase from the 48% that it classified as such in 2007. Therehave recently appeared in the market, applicators, such as visible Technologies TruCast, that 'canenable companies to monitor social media conversations' , gain valuable insights to manage theirbrands online on social media sites. A hundred million or billion people speaking to one anotherthrough computer text and getting their information from researchers,observers, archived material,and just plain other people are impossible to control. "Metaverses" and "Folksonomies", all to beexplained late in the survey, may be next.

Barry Diller, who fits the description of "Media Mogul" says that, "These words! The inability of theEnglish language to express these new things is distressing." Mr, Diller has run two big Hollywoodfilm studios and launched America's fourth broadcast television network, Fox Broadcasting. Withbooks and newspapers, we could read at any time we wanted. These two incarnations of movabletype make convenient (and very approximate) historical book-ends.

They bracket the era of mass media that is familiar to everybody today. This is pretty powerful stuff,the ability to segment one's potential customers by feeling and tone and message from the enormouspool of social media sites. More recently VJs(Video Jockeys on MTV and musical channels), and evenReality TV contestants in shows like the "American Idol" and "Big Brother," have become celebritiesthat TV audience aspire to become. Today snippets are the norm. Consumers create content andcomment on existing content. I'd like to put this the test. Additionally, the number of users whoconsume no social media has fallen from 44% in 2007 to 18% this year."

Looking at age demographics, Forrester expects these trends to intensify in the coming years. Wecan read content like newspapers(print, the first mass media), download music recordings (secondmass media), watch movies (third mass media), listen to radio (fourth mass media), watch TV (fifthmass media).

The phone can also copy all of the legacy PC-based Internet (sixth mass media) of today. A NationalHealth and Nutrition Examination Survey released in October 1995 found 4.7 million childrenbetween the age of 6-17 (11% of this age group) to be severely overweight, more than twice the rateduring the 1960s. "I search therefore I am," is the mantra of today's digital 'natives'. Content is nolonger exclusivey the domain of the professionals. With newspapers and magazines, from acommercial context, the role of information changed. Today's media revolution, like others before it,has announced itself with a new and strange vocabulary. If we were not there to hear it, we missed

it.

This meant the birth of broadcast schedule and appointment in the instance to listen. So the "Twitterfrenzy," states that during a March 2, 2009, episode of The Daily show, the host John stewartnegatively portrayed members of congress who chose to "twitter" during President Obama's addressto Congress(on February 24, 2009,) rather than pay attention to the content of the speech. Theoldest of today's media giants such as TimeWarner and Rupert Murdoch, etc., trace their roots to thenewspaper and print industries. Printing and publishing created a whole new raft of job descriptionsthe author/writer was the creative talent, with other professional writers including journalistscolumnists, screenplay writer, etc.

For the newspapers and magazines, the job of editor was invented to mange the written content. Oreven "Habbo Hotel," a virtual children's playground which releases new variants every six weeksbased n the feedback of its 8 million users worldwide. "I grew up and nothing could becommunicated to outside world that didn't go through an editor to make sure you had your factsright, spelling right and so on.

Now, every person is his or her won publisher and/or her own editor or her own reporter ... This Hubdevelops and works on these themes to basically understand how these new converging technicalsystems, i.e., Media and their techniques, effect and affect Mass media data and gadgets areconsuming mass society of these media-information/technical gadgets and societies, have changedthe Mass Media and Mass Society in ways unfathomable only a decade ago, and have beenintroduced in our mass society and collective consciences at amazing speed and breath-takingchanges, that they have also become the norm, fostering a change by creating a dependency in us onthem.

The denizens of the technological state of the present and future are having and going to haveeverything their hearts will ever desire, except, of course, their freedom. I tend to then phrase it as,'We have had a reversal of technique's evolution having passed over several stages in as manydecades from quality to quantity within the present new Internet technology era of the computer andthe Internet and its enabling convergence for different technologies, that in the end it might beoverwhelming us as a data-filled and spewing entity that keeps on adding billions of information persecond and ever expanding like some viral nervous system-like variation.

In the end, it is the mind being replaced by the Internet/Web, and we are surrendering ourintellectual spontaneity and freedom to the Internet and socially converging emerging technologieswith their technicized media. Interest generated in a nano second, and we both engage and pullmore or we walk away. "Self publishing by someone of average talent is not very interesting," hesays. In addition, to creative and technical talent there can be performing talent in the media.Tracking the development of the current Net reveals why it is so essentially chaotic; both theconscious plans of its constructors and what can be considered deeply "Natural causes" led to theformation of a new kind of wilderness - a network of 'roots' and 'vines' so vast that it has thepotential to modify everything it contacts and utterly change the very landscape of the forest."

Rushkoff adds: "One way to trace the formation of the computer networks is to begin in 1964, whena cold war 'think tank' called the Rand Corporation was asked to come up with a way for the UnitedStates to maintain defense communication in the event of a nuclear war. "The old media model was:there is one source of truth. The human being is freer when he is no longer in danger of famine andhe has some leisure from labor.

Technique is in great part the basis of this freedom In addition, the human techniques purify and

free the inner man; this, for example, is the grand design of psychoanalysis. The creator has changedThe desire and appetite for knowledge and information is not waning, content consumption isexponentially growing. Last November, the Pew Internet & american Life project found that 57% ofAmerican teenagers create content for the Internet - from text to pictures, music to video. Thesecond - and even more important - is to APPLY that understanding to the problem in hand. We nowlive in a carefully constructed, artificial reality shaped by endless repetitions of memes,disinformation and propaganda inculcated through mass media indoctrination and bureaucraticinstitutional brainwashing. You must put it into practice - not once, or twice, but every hour andevery day. Every modern man expresses his will to power in records he has not establishedhimself.(Ellul)

We have known for some time that technique is of little value if it is not rendered tractable by man.However, a strange symbiotic relationship developed, with music recordings and the Top 20 chartradio play format. Even with an expensive media player to be purchased by users, a media canflourish.

Cinema is 3rd of the Mass Media

In the 1910s cinema became the third evolution of the Mass Media. Therefore, the mobile is aninherent threat to mass media, capable of cannibalizing any of its predecessors. The process ofmassification corresponds, moreover, to the disappearing of anything resembling a community.being and reaches. In the 12 years the Nazis were in power, the German people's entire "diet" ofinformation consisted of an unending stream of heavily censored and "engineered" radio broadcasts,public speeches, films, and even children's school books that enforced the Nazi singular political andracial ideology.

Such a relentless and coordinated assault o the mind of an average person had an immenselypowerful effect in shaping the thoughts, beliefs and opinions of the majority of the German people.As an opportunity for iteration, the computer and its networks - which actually work by cyclinginformation in nearly infinite loops - have begun to frighten those whose power is based on limitingthe public's ability to disseminate and amplify its observations and intentions.

How this all came to be is significant. Meanwhile young people, i.e., under 35 year olds, by contrastspend 25 hours with all the three major forms of legacy media and already 16 hours per week withinteractive media.

Young people spend 50% more time on the Internet as on TV, twice as much as on the Internet as onradio, and four times as much time on the web as in print media. Here there are riches to made, anda snippet is more than a headline - controlling the snippet is the new way of marketing andcommercializing content.

The created has changed. They have created a society for which cultural inertial pushes us into baddietary lifestyles, unhealthy addictions and a healthcare that profits from our misery andsickness(see Photo in the picture gallery)

In other words, they treat us like the sheeple that we are. With cinema we could select which nightwe could go and see the movie, as long as it was still playing. Few deny that intelligence governs theuniverse. Rand determined that the communications network must 'have no central authority and bedesigned from the beginning to operate while in tatters'.(Bruce Sterling)

Like a grassroots counterculture, the defense industry's ARPANET was created by the mid-seventies

to allow different people in separate locations to communicate with each other and even operatedefense systems after a devastating nuclear attack. Sound strange? Not when one takes into accountthat female models and actresses are twenty-three percent thinner than the average woman andthinner than ninety-five percent of the female population .(TV-Free America) These are some of theeffects and affects of TV mass media technology and programming on both children and adults

Mass Society in the Technological Era

It is a truism to state that contemporary society is becoming a mass society. Like each of theprevious mass media, the Internet has brought about new professions requiring new skills. In a 65-year life, that person will spent 9 years glued to the tube.

I. Communication under normal circumstances requires the presence of two or more persons, theone(s) who emit(s) and the one(s) who receive(s) the communication. Imagine a chain-linked fence.Less well understood, however, is the fact that the man of the present is not spontaneously adaptedto the new form of society. We treat "electric writing as if it were speech - spontaneously withimmediacy and the assumption of present - and its reading therefore as if it were a new kind oflistening."(Heim, 1987).

What arises out the new media technology, is a reminder that receivers are not receptacles, andmust "move toward" persons and messages rather than just waiting for them passively Thismovement is to a new space, a new distant and deferred presence , that is strangely both unfamiliarand familiar. Well, the article by Ellul below make some of these issue much more clearer.

Therefore, we read and learn from Ellul's excerpt from his book "The Technological Society" that:

. Only that while the Internet has started its path towards the second billion users, the youngestmedia, Mobile,is already nearing its third billion users. Bands that have struggled for years oncepicked up by Pitchforkmedia.com have often witnessed a rapid increase in sales and their music.

Google's sponsored search words concept has radically altered advertising revenues on the web, andin 2006 more revenues were earned by search advertising than all other forms of advertising on theInternet. Even if he is not a worker on the assembly line, his share of the autonomy and individualinitiative becomes smaller. We move, again, to a listening mode. well, learning about advertisementsfor the article below, will clarify some of these misconceptions and myths, and the truth, once onecan go through the Ellul's article, it will become even much more clearer as to why, after viewingthese advertisement, we go on to act, unconsciously, but falsely thinking that one is consciouslydoing so, but never wonder as to why we have some acquired behavior we mistakenly take to be ofour own choosing and what we have planned. The subversion of our natural state of equilibrium is socomplete, so encompassing, so pervasive ... By age eighteen, the average American has seen200,000 acts of violence on TV, including 40,000. These sites give them a direct route to targetedgroups of individuals with similar interests and, most important, it is free social engineering.'(DavidKelleher)

Forrester conducted its survey online in May by questioning more than 4,7000 Web users betweenthe ages of 18 and 88. They also have a countercultural weapon. Musicians, because of the reachtheir music had, were able to branch into other media, most notably radio and the movies. Ourability, or desire, to consume rafts of content is diminishing. Recordings were still suffering from thehigh cost of individual players which did not reach most of the population until the 1960s.

Like recordings, cinema also introduced new skills and new artists. In its latest survey on social

technologies, Forrester found that 51% of online U.S. This self-similar map of interconnected nodesis an automatically self-regulating organism.

No one individual can control what information spreads where. If you had a problem withmathematics to work out, you would hardly gather together the necessary figures and leave them toarrange themselves in their proper sequence. Two multibillion dollar industries - the computermanufacturers and telephone companies - had each developed its technologies separately. Needlesto say,like all industrial economies, barriers to entry for print publishers were high.

The capital cost of setting up a publishing business were not insignificant and as publishers realizedthey could reach greater audiences with wider distribution, those capital costs increased. Print,Radio and TV are also becoming media channels for increasingly older people. Twice as many peopleuse messaging on a phone (SMS text messaging) as use e-mail on the web. Similarly, the dominantlaw on the computer net is a natural tendency toward self-determination through chaotic means."

Rushkoff explains further that: "By the time ARPANET was "ended" in 1989, no one seemed to noticethat the organization did not exist anymore. Also, weekly "serials" were introduced, where the samehero would battle a series of villains one week, be left in a perilous situation to be continued nextweek. However, "What never seemed to change " has changed.

Whereas message receivers have been waiting on senders throughout the century, the basicvocabulary of communication's conventional wisdomhas been called into question by the newdeferred digital presence of on-line networks. Computers are not just tools or even conduits, butcreate their own experiential listening environment that is increasingly naturalistic and pervasive inhuman life. A good example is music. Forrester analyst Sean Corcoran, who authored the report onthe survey, says that creators have a certain temperament that many Internet users don't share, thuslimiting their potential expansion. Multiplayer Online Role Playing Games such as "World of Craft,"social networking like "My Space" and Cyworld. Interactivity creates digital community and movesmedia from push to pull. By hooking up her inexpensive personal computer through a modem to herfamily's $10-a-month telephone line, any kid can gain access to a global communications network, aswell as every computer system linked to that network. The adaptation of men to Condos In GatedCommunities Washington DC a mass society is not yet an accomplished fact; and recent research inthe field of psychoanalytic sociology has revealed the gap which exist between man and thecollective society, a gap which is the cause of the disequilibrium. and they have deliberately anddeviously gone about subverting, distorting and controlling our need, wants and desires to create ascript for which we unknowingly and unwittingly follow ... However in 2002, it required 117advertisement to achieve the same result. Scientist and other researchers used the network to shareadvances with each other, and corporations used it to send information from one site to another.Technically, we now had a first truly visual media, with moving pictures. Instead of a few largecapital-rich media giants competing with one another or the audiences, it will be small firms andindividuals competing, or more often, collaborating with one another.

With participatory media, the boundaries between audiences and creators become blurred and ofteninvisible. Saffo of the Institute for the Future calls a "cambrian explosion of creativity: a flowering ofexpressive diversity on a large scale for the eponymous proliferation of biological species 530 millionyears ago. The act is sufficient unto itself. But distrust of your ability to reach the goal desired oftenhold you back and failure is the inevitable result.

Only by understanding that there is but one power - and that this power is Mind, not circumstancesor environment - is it possible to bring your real abilities to the surface ad put them to work. He hasgone a step further towards fusion with the mob, for it is the mob as a whole that is moved by

performance that incarnate its will to power. The 'process of massification," 'the accession of themasses" have been thoroughly studied and understood. There are others such as Pythia which givetrended social media for free, so even for SMEs there are tools which can help. As one of the fathersof the system, John Gilmore said in an often quoted remark: "The Net interprets censorship asdamage and routes around it." An attempt to block a communication at one node will simply promptthe network to find one of millions possible alternative routes. Therefore, the process ofcommunication is composed of two parts, emission and reception.

Our Minds can grasp these if we are to understand the large quote in the above cited paragraph.Advertising has been enabled to support, even carry a media channel.

Recording was the 2nd of the Mass Media

Musical recordings from the 1800s introduced the first "new" mass media. The network becameknown as the "Internet" - a meta-networking linking up other networks around the world. "it's goingto be a smaller group than most of the rest.(Brad Reed)

Mass Media is Giving Way to Personal and Participatory Media

Mass Audience and Mass Media

The best technology in existence since around 1448 was a technology called "movable type" inventedfor commercial use by Johannes Gutenberg, a goldsmith from Mainz (although the Chinese hadthought of it first). All admit that It is a force for good, for progress. Today at 2.7 billion mobileusers, there are three times as many mobile phones as personal computers (and over a quarter of allInternet Access is already from mobile phones). Some other stats, from Pew Internet and Jupiterresearch are offered Jeremiah, a fellow Web Analytics Association Social Media Committee Member,who is a Social Media strategist, below, gives outlines of how to approach positioning one's companyin the wider Social Media Ecosystem. It looks like the aims of expression and communication are soclosely intertwined with each other in all forms of human behavior that normally it is impossible tospeak about one without being forced at the same time to consider the other.

In order to communicate thoughts and feelings there must be a conventional system of signs orsymbols which, when used by some persons, are understood by other persons receiving them. Intothat record speed he sublimates everything that was repressed in himself. home: 6 hours 47 minutes

Percentage of Americans that regularly watch TV while eating dinner: 66

Number of hours of TV watched annually by Americans: 250 billion

Value of that time assuming an average wage of $5/hr: $1.5 trillion

Percentage of Americans who pay for cable TV: 56

Number of videos rented daily in the U.S.: 6 million

Number of public library items checked out daily: 3 million

Percentage of Americans who say they watch too much TV: 49

II. And that it is fundamental need of every society on this planet, no matter whether we live in the

forest or in the cities.

The sixth Mass Media demonstrates an audience can, and indeed demands the possibility for directparticipation in media creation and consumption. Suddenly the music recording industry noticedthat those songs that the radio DJ's played would become economically chart hits.

Like each new media, new talent was needed and radio's new talent were the DJ's and announcers,newsreaders and other radio voices. Click-to-buy insurance,parking, fishing, license, speeding ticket.Some of these are technical, like web designers,others are on the creative side such as blogger. Nowthat FIDONET itself was linked to the Internet and almost everyone had access to everything. TVcombined the broadcast concept of radio and its business model with the visual and multimediaimpact of cinema. Ben and Mena Trott, high-school sweetheart who became husband and wife, hadbeen laid off during the dotcom bust and found themselves in San francisco with ample spare time.Professionals still create and publish, but so do the rest of us. But, of all instances of a new mediaappearing onto the scene, the Internet was the first time that a new media could do everything thatthe earlier five Mass Media could do. A group of techniques is to be formed, therefore, centered on aconcept of man and activated by the human techniques. The were obvious differences of presencetoo.

Writing therefore was considered a solitary act of creation and, except in an imaginative sense, associal as reading. Indeed, many people are in the traditional media are pessimistic about the rise ofa "Participatory Culture," either because they believe it threatens the business model that they havegrown used to, or because they feel it threatens public discourse, civility and democracy. Thisrepresents, for most part, a merely verbal and ideological humanism. Also, the article of JacquesEllul below is one of the many things we need to study about the dissemination and our imbibingmost of the glitz and blitz of commercials, and what that portends for us, and how we come out atthe other end of the commercial and its inducements.

I like the part where Ellul writes that:

" It seems clear that there must be some common measure between the means and the endssubordinated to it. Technique will combat slavery.

According to Chombart de Lowe, research in this area must be completely disinterested and freefrom any preoccupation with immediate application. This has left them wondering why is it withmany people engaging with media these companies are struggling to make returns from. Until veryrecently,it was a few media proprietors, from around the world that were the arbiters of what wecould or should know. household: 2.24

Percentage of U.S. But the foundations are now being laid for the future corporate giants for the 7thmass media to emerge.

Differing from the Internet, mobile as the 7th mass media channel is similar to the five legacy massmedia, economically viable with a stable business model fro day one. It is completely orientated infavor of technique; only technical phenomena interest modern men. The only difference is that I amnot getting a big fat cheque for writing this. With the help of the human sciences, man will be freedfrom technocracy itself. "It could be as simple as rating the restaurants they went to or the moviethey saw," or as sophisticated as shooting a home video." This has profound implications fortraditional business models in the media industry, which are based o aggregating large passiveaudiences and holding them captive during advertising interruptions. They have a reality test.Percentage of local TV News broadcast time devoted to advertising: 30

Percentage devoted to stories about crime, disaster and war: 53.8

Percentage devoted to public service announcements: 0.7

Percentage of Americans who can name the Three Stooges 59

Percentage who can name at least three justices of the U.S. Everywhere they know we will belooking, it's there. Modernized culture overvalues packaging and commercialization, and has tocreate consumers for all its packaging and packages. that once you grasp the enormity of just owmany areas in your life have been affected, effected, conditioned, molded and steered, you can ONLYconclude that it has been done on purpose ... They seem almost to waft, to fade in and away, in afloating environment not experienced as machinelike, but as naturally involving.

At the same time, most analysts implicitly assumed writing and reading were more or less non-immediate experiences, involving distant encoding. All admit Its directing power. More than just amedia, TV soon dominated all other media economies. The Daily Show Samantha Bee "satirized"media coverage of the service saying 'there's no surprise young people love it - according to reportsof young people by middle aged people'. This changes the tone of public discussions.

The mainstream media don't get how subversive it is to take institutions and turn them into'conversations'. Using their employees contacts for sales and marketing, effectively creating asnowball effect as the corporate message is passed from one network to another. Digitaltechnologies are seeing to that. but mobile was first a communication device. Murray White, authorof "IM: Not Soon Coming Soon" states that in March 2009 Garry Trudeau's Doonesbury strip beganto satirize Twitter, with the strip characters ironically highlighting the triviality of "tweets" andRoland defending the need to keep up with constant-update trend of else lose relevance.

Super News, similarly, satirized Twitter as an addiction to 'constant self-affirmation'. By contrast theInternet was the first "hot" mass media, which is allowing users to create, rate, participate in andpropagate media content. Now the American medical community which has long-voiced its concernsabout the nation's epidemic of violence, TV addiction and the passive, sedentary nature of TV-watching, is taking on a more activist stance, demonstrated by its endorsement of National TV-Turnoff Week.

The average child will watch 8,000 murders on TV before finishing elementary school. But as futuristHoward Rheingold suggests in his book Virtual Communities , the industries inadvertently gaveprivate consumers access to those billions of dollars by selling them a tiny device to link the twotechnologies together: a computer modem. Choose to walk we are informed, stay consume and webecome more informed. Alan Moore informs us: "An evolving historic technological revolution isunder way, which is creating new industries, new products, new services and, unmercifullyredefining or even destroying others. Scientists share the network with hobbyists and hackers whoshare the system with writers, artists, researchers, corporations, and, of course, activists. He isconstrained and repressed in thought and action by an omnivorous reality which is external to himand imposed upon him. A new media rival with an absolute advantage - such as TV over radio - stilldid not kill off the previous mass media.

The Internet is the 6th of the Mass Media - The First Interactive Media

The 1990s brought us the 6th Mass Media, the anarchic Internet. Floating messages function in waysimilar to how human speech is accessible to any listener within earshot. Here are some stats worthcomntemplating:

One Blog is created every minute

27% (32M) read Blogs

22% (27M) post reviews/Comments

44% (53M) are Content Creators(running ownBlogs,/sites, posting messages)

There are more than 1.5 billion comments per day, the collective voice of the consumer to influencebrands and buying strategy has never been stronger and will continue to be strong. This serves toupdate the concept of Mass Media today to get a better grasp of what is happening in present andupcoming Technological Revolution. Supreme Court

The Statistics above were compiled by TV-Free America in Washington, DC.

Influence of TV

For decades, research and studies have demonstrated that heavy television-viewing may lead toserious health consequences. There is no governing body for the system. It seems to them that theyare witnessing the creation of a Technical Humanism.

These techniques have tended to reconstitute the unity of the human being which had beenshattered by the sudden and jarring action of technique. And introduced the need for new printedmagazines and newspaper pages telling us what was on radio, on which channel, and at what time.Content became the necessary glue, for the reality important stuff - commercial messaging to atargeted audience. Peer production is the most powerful industrial force of our time," says ChrisAnderson, editor of Wired Magazine and author of a forthcoming book called "The Long Tail". Ahundred million or billion eyes fixed on Dan Rather or even CNN made directing pubic attentioneasy. Movies told stories of the Wild West, brought us to the madness of war via Vietnam andApocalypse Now , scared us to death via Jaws , and took us to new galaxies via Star Wars .

Very popular cinema content format were invented in the first half of the las century for the cinema.And it is a media that does not require the audience to go buy new equipment has the ability tobypass older media in adoption speed.

Radio is the 4th of the Mass Media

The 1920s brought us Radio and the 4th of the Mass Media. With the mobile, one has the ability tosell service via the mobile, to deliver alerts of what is going on in other live media formats, likedelivering via mobile alerts, when something is happening in the TV or Radio.

The mobile is the ultimate alert and news media, faster by several order of magnitude over anyother. It was also like publishing a controlled economy and distribution system.

Analogue recordings created a new industry, the music business, and slowly cannibalized musicfrom print. Think of the newspapers girl or boy, they get just a few pennies for each paper delivered,the newspaper delivery firm even less per delivered unit. Movies started off as a rental business butthen added video cassette sales and then the DVD sales and rentals. For the new foundation this has

largely changed, and there is no money associated to distribution. Its informal regulation mimicshow everyday talk is coordinated; that is, the internet's viability depends upon a humane,community-based or ensemble sense of how speakers and listeners can work together to guaranteethe optimum quality and kind of use for the optimum number of persons.

Internet protocol depends upon the assumption that large groups of people will not take unfairadvantage of their opportunities to do just that, primarily because of implicit sanctions and emergingtradition. Interestingly it was a communal experience, and still is. That is because institutions areclosed, assume a hierarchy and have trouble admitting fallibility, whereas 'conversations' are open-ended, assume equality and eagerly concede fallibility. This was the first mass media and it was asignificant contributor to the demise of the feudal system and the hegemony of the church over largeswathes of the Northern European populations.

As printing spread and publishing developed, technological innovation created new markerstructures. But more importantly, from a media audience point-of-view, there already are over twiceas many Mobiles as TV sets. This is important to note because, as Ellul notes below, advertisementsare made 'to affect people." What I am saying is that many people do not know this and they think itis part of their routine or how they roll in life.

The persuasive techniques are affected psychologically, and today they use media and the newemerging media to make sure the function. This promised to disrupt the mainstream media of theday, the work of Monks who were manually transcribing texts or carving entire pages intowoodblocks fro printing. The strategy involved making each computer, or "node," in the network ofequal value in creating and transmitting data.

Rather than establishing a potentially vulnerable central command post from which orders trickleddown to the remote locations, each of the thousand of locations in the system would automaticallyre-route through Dallas in order to reach Los Angeles, but the Dallas system were hit, the systemwould automatically re-route the message to other systems. The liberation of man, not only bytechnique in general, but specifically through the agency of human techniques, a liberation whichproceeds as much from within man as from without. immersing ourselves into lives of artificialconstructs that deliberately go against our natural state of equilibrium. A 1991 study showed thatthere were and average of 200 junk food ads in four hours of children's Saturday morning cartoons.

According to William H. His fatigue, pleasures, nerves, an opinions are carefully taken into account.Advertising revenues also hanged the business model of newspapers, and became the modelthereafter on how every mass media made a sizable portion of its money.

But importantly, because of the possibility of reuse, pubic libraries were born, where industrial manand woman could better expand their knowledge were they so inclined. Humanism, then, has beenrestored to its place of honor; to act contrary to the profundities of human nature is to actirrationally. The Internet is inherently threatening to anyone in a position of power because no one -at least, not yet - can regulate the tremendous flow of information.

The real observations of millions of people, shared through the networks, create and undeniablehigh-resolution portrait of our current state of affairs. Computer culture forces us to redefine whatmediated communication means and we are barely coping as the computers steadily come overmatter and mind.

The Internet As Communications on Steroids

As the technological society society's era expands, merges and converges ad infinitum, one wondersif whether we are witnessing the Mind over the Web or is it the Web all over the mind? One of thestriking features of the Internet is that it is a public sector creation. recordings as a new mass mediachannel was radically different from print, in that while anyone could read a book, magazine, ornewspaper, for consuming a record or tape, CD, DVD, you needed to own a media player. Consumersdominate in the content stakes, they are the lead in create and share. This was the first time a mediarequired the audience to make an appointment to join and listen. Television's economic and culturalimpact was simply seismic: it was the first time mass media to physically and metaphorically replacethe fireplace as the heart of the home.

TV took a great deal from its older broadcast siblings, radio and cinema obviously, but also print. By1455 Mr. The grand design of human techniques is to make man the center of all techniques. Carvincontinues by writing "what we are losing is editing," Schorr complained. This content ranges fromblogs, to social networks, consumer review sites, message boards and videos. Messages are deignedto span the gap from Sender to Receiver. with deliberate intent.

The social engineers that have shaped our society and our culture have a full, working knowledge ofour human natures, our desires, our biological imperatives, and our instinctive proclivities ...Newspapers have placed themselves at the nexus of vast networks of content, and have been able tosingle out complicated stories and nuances that broadcasters can only hint at.

Still, in the midst of all this change, 'what never seemed to change' was that the point of origin, ineffect, of news and entertainment - of information - and it was always 'out there'. The others al havefabulous values attached to the organizations but have failed to show any real way to make areturn(Indigo)

The way media is delivered, the way we consume media has changed. Alan Moore likes to state that,"Nobody is as clever as everybody."

He continues: "This radically changes the relationship between media content creation and mediacontent consumption. This, of course, is true more in the ideal than in how the ideal translates intopractice, but most communication theorists are probably struck but how well, not how sloppily, theInternet works.

Assumptions of online communication recognize the listening needs of humans, not just theirspeaking and writing needs