Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

GOING BEYOND MEDIA

INDUSTRY Media Culture – the Future Dispositive of

Society’s Development

Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

QUESTIONNING SCIENCE FOR CONDITIONS OF

BETTER LIFE: SOCIAL SCIENCE CONTRIBUTION:

CONSIDERING SOCIETY MEANS TO INTERRUPT THE

EVERYDAY ROUTINES OF THINKING AND ACTING

MIRRORING WITH INTEREST OF AFFIRMATION

OR REFLECTING WITH INTEREST OF CHANGE.

SOCIAL SCIENCE AS OBSERVATION OF OBSERVATION

COMMUNICATION – THE RESOURCE OF CHANGE

Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

Why we think communication was a resource to make

life becoming a better one?

What was the notion of a better life in context of industrial

development ( logics of sorrow)?

What is the challenge of change for a concept of better

life in context of media society?

What has to be new in concepts and habits of

communication in media context?

Understanding Media

• System-Perspective – industry-logical perspective:

fragmentizing competence in relation to technology

Media - the resource of knowledge: power, influence, effects:

The world is, how media design it

• User-Perspective – emancipative logics in relation needs:

Media - the frame of reference for knowledge and experience:

The world is, how the user construct it

• Society-Perspective – integrative & cultural interpretation:

Media - the environment of social interaction – Mediality:

The world is, how people interact in relation to it

Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

Doing the Media

Media-related Social Practice in Everyday Life: Flashes

Media is not: a technical item / apparatus of transport or

transmission. But is doing / using it

• Using Media is increasingly becoming active

• Multitude and omnipresence of new media

• Mutual causality of social change and media development

• Media the most-related frame of reference

• Media appropriation: appropriation of reality

• Integration of media technology in everyday execution of life

• Madiatisation of of key factors of individual and social life

• Mediatisation of key programs of social, cultural and political life

Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

Understanding Society

Society means:

• not an object, but: a concept of social arrangement

• the world of it‘s communication: what it‘s communication is like

• the sum of it‘s stories and discourses: keeps the world together

Media Society means:

• nothing in/of society is media-free

• the medial environment (mediality setting)

• a socio-cultural program constituted in the modus of mediality

Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

Do we understand Communication?

• The Transmission of Meaning the Reality?

• The Contract on Deception?

• The Construction of Meaning (Sense of Reality)?

– The Determination of Meaning and Sense Avoiding

Uncertainty (anthropological)

– The Supposition of Sociability of Anyone‘s Interpretation of

Individual Existence Avoiding Isolation (socio-psychologica)l

– The Unification of Difference in Search of Truth (cultural)

– Strategy of Agreement on Similarity

– Habit of Agreement on Difference and Diversity

Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

thomas.bauer@univie.ac.at

WHAT IS MEDIA IN RELATION TO COMMUNICATION?

COMMUNICATION IDEA

THEORY INTERPRETATION PRACTICE

ANALYSIS

MEDIA - INTERACTION REALITY

What should media

communication be like? What couldmedia

communication be like?

How does media

communication work?

How to do media

communication?

Motifs of Competence?

• What is media doing with people?

Dislocation of competence to technology

• What is people doing with media?

Supposing competence as intrinsic dimension of human acting

• What is people doing for themselves?

Competence as an individual and a social (public) value

Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

In the Context of

Media- and Knowledge Society -

to understand the reality

means

to understand media