newmedia complexity

8/8/2019 Newmedia Complexity

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Introduction

Media Revolution is also astonishing because of the

revolution of information technology to grow and develop

human and finally able to go beyond the boundaries of space

and time.

Revolution also brings the influence of "unhealthy" to people

who stutter and greedy to the pattern of technical convenience

offered by this revolution.

The cycle of production, consumption and distribution of

information faster and are owned by the system experienced

a new global society, supported by the strength and

expansion of the economy, global information systems and

networks supported by the latest technology.


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Perspectives on Comm. Technology

Technology in advance

Technology: technical aspects, organizational aspects and

cultural aspects

Technology as a second nature Technology as the mystery of the process of discovery

Technology and Communication: New Media (Knowledge

based economy, digital, virtualization, molecularization,

networked logic, non intermediary, convergence, innovation,

prosumption, immediacy, linkages)


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Communication Theories

in New Media Era Comm. Theories Thesis: Communication Theory is more

than just a conceptual toolset for explaining or promotingsocial change. It is not only about society; it is also insociety. In so far as changing ideas about communication

contribute to the evolution of communicative practicesthat constitute society, communication theory is socialchange (Robert. T. Craig)

Communication perspective: Our social worlds are madein interaction. We can influence the worlds in which welive by forming constitutive, respectful relationships

(Stephen Littlejohn) Communication implies cultural and values change. It will

blend of media and communication modes. Technologicalconvergence and cultural convergence (David Marshall)


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Market Convergence

Information

Information

Entertainment

New Opportunities

EdutainmentInfotainment

Infotorial

Education

New Markets withNew Rules of the Game

IndustryConvergence

Informa-

tiontechnology

Media

ConsumerElectronics

Tele-communications

Services Hard-ware

Soft-ware

Net-works

Multi-media

Structural Changeof the Industry

TechnologyConvergence

Utilizationof digitaltechnology

Inter-activity Teleworkingtechnology

Internet-working

New andsmallerterminals

Network of Networks:The (mobile) Internet

Lhde:IC World/Siemens

Convergence


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The Future of Media


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The First Age:

Interpersonal/Scribal

Dominant until end of 15th Century

Limited Audience/Accuracy No Economic Basis for a Media Industry

Limited Access, Content and Consumer Power


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The Second Age: Mass Media

Technology Provides Economic Basis for Industry

Mass Production Reduces Regulatory Influences Feedback Eliminated and Noise Added But Fidelity of

Delivery Increases


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Key Third Age Concepts

The Public Digital Well

Conceptual Storage Space

Content Generators Deposit and ContentConsumers Withdraw

Content Generators

Traditional Old Media Generators

Virtually Anyone Else Web Pages Streaming Audio and Video


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Implications: Content

Providers New Organizational and Economic

Structures

Reduction/Elimination of Manufacturing

Components Flattening of Distribution Chains

New Cost/Pricing Structures (e.g., RecordedMusic)

Need for Exit Strategies from CurrentModels


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Providers New Organizational and Economic

Structures

Need for Dual Structure over ExtendedPeriod of Time (Market Migration)

Elimination of Technology Silos LimitingContent

Effectiveness Drives Presentation

Consumer Preference Drives Technology

(iPod) Adoption of New Consumption Patterns (Tivo)


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Providers New Organizational and Economic Structures

Increasing Importance of Non-TraditionalInformation/Content Sources Dan Rather and the Bloggers

Steep Reduction of Power of Gatekeeping andAgenda-Setting Powers of Traditional ContentProviders

Reduced Control over Total Content Produced

Reduced Control over Consumer ContentExposure


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Audience Implications

Geographically Defined Audiences Diminished

Competition for Audience Attention Must Draw

Rather than Push More Niches

More Interactivity

New Roles for Advertising (And New Approaches)

Blurring of Content Lines (Reality, HomeShopping, etc.)


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Social/Political Implications

Filtering and a Common Body ofKnowledge?

Virtual/Psychographic Communitiesversus Geographic Communities

Power to Regulate Media Content

Howard Stern, HBO and Child Porn

Digital Divide Judgement, not Technology


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Conclusion

Convergence is not just a technology thing

Rethinking of theories

It is A fundamental change in the relationship between

content communicators and contentcommunicant

With economic, social and political implications. The intercommunication era intersection of

micropublics

Transmission and ritual models


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Conti....

Communication theory does not arise as a pure scientificinvention to explain society

communication theory already exists implicitly within culturalpractices before it is formalized as theory

As a reflection on culture, communication theory potentiallycontributes to social change

How de-westernize communication theory?

Engage with social change process in which changing culturaland practices of communication are already implicated

Pay careful attention to the metadiscourse of a society how theidea of communication is involved in conflicts and controversies

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