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Media Society. Industries, Images and Audiences, 5th edition- Croteau & Hoynes
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Arts culture and mediaWeek 1.1
Media = plural medium. The way communication flourish. Organizations are active.
Role: socialization; shape the reality that we live in. Internalize norms values and beliefs in our
culture. It plays a role in becoming member of our society and we develop a sense of self. As
extension of ourself. How we think and experience the world. Also, in mediation our relationships in
different forms of knowledge and information. Technology is not neutral.
Several models of communication
- Interpersonal: clear distinction between sender and receiver. One to one and interactive.
- Mass media: Obvious sender but not receiver. One to many. No/limited interaction. Standardized
broadcast.
- Interpersonal + mass: no distinction between sender and receiver: users. Interpersonal can go viral.
Interactivity. Personalized media use.
Model of media and social world:
1. Its elements have changed
In this model we talk about industry. The commercial and professional nature of media and
content. Content is the variety of messages. Users replace the receiver. Technology is the
medium (hardware).
2. Embedded in the social world
3. Elements are potentially interactive
4. Circular model (feedback loops)
5. Sociological perspectives
How people shape and get shaped. Model accounts for structure.
Structure: any recurring pattern of social behavior. Structure limits the human agency
Agency: intentional and undetermined human action. Agency reproduces and changes social
structure. Push and pull.
The media plays a big role in how we experience the world, how we are socialized and experience
social relations.
The evolution of media technologies has transformed our understanding of communication
processes.
The new model of media and the social world incorporates these transformations and explains in
what ways communication processes relate to the social world.
The production of culture perspective, PoC: How the symbolic elements of culture are shaped by the
system within which they are created distributes, evaluated taught and preserved.
Traditionally it was a mirror of society. Changes in culture occur as a result of revolutionary changes
in society. Focus on institutional aspects of cultural production.
6 facets of production perspective:
1. Technology: open opportunities or precludes particular developments.
2. Law and regulation: setting the ground rules of what can be shaped.
3. Industry structure: structured at industry wide level.
, 4. Organizational structure: firms structured within creative industries.
5. Occupational careers: structure careers and role gatekeepers
6. Market: how markets established, consumer taste reproduced and marketized. Eg trends,
selling formulas.
Critique:
- Art is unique
- No fans and consumers?
- Meanings of cultural product?
PoC model focus more on the process of production. Helpful to highlight specific sectoral issues. It is
more macro.
,Wk 1.2
Medium theory: is an umbrella. Focus on properties of communication technologies and their social
and cultural impact. Consider technology of not being neutral. They influence how we see and
understand the world.
Mcluhan: the medium is the message.
- It has two dimensions: medium/hardware and its content/message
- What is made possible
- The medium/hardware has more impact on our individual perception and the social world
than content. The platform might change the way we speak, present and communicate.
Twitter more important than the tweets.
- Media is an extension of ourselves and allow us greater capacity to evaluate and experience
the world and ourselves.
- They way it is development: more a unifying sensory experience. Stimulating our senses in a
multitude of ways.
- Electronic communication extends our communication senses in spaces and time ->
emergence of a Global Village.
- Electronic media allow for more decentralized, more participatory, less hierarchical forms of
communication.
Postman
- Technology > negative cultural change
- Print and press > reading encourages analytical thought and rationality.
- With new technology the emphasis is on quantity and speed. Not quality and relevance. Not
to reflect and understand what is actually happening in the news.
- Photographs; voyeurism, empty spectacle.
- Rise in television was causing a decline in serious debate in public life. The focus was more on
entertainment. More entertained rather than serious content with political and societal
issues.
Industry wants to bring stuff out fast.
- Technological determinism: independent objects that can cause changes. Unintended,
unaware.
Focuses on capability of technology to determine and dictate the processes of social change.
Social force, inevitability of technological effects, drives social change, absence of human
agency. ‘’What do technologies do to the people.’’
1. Media materiality: objects (keyboards etc). Material dimensions come with capabilities
, and limitations. What you can do with the material and how this effect the media use.
2. Autonomous technology: all concepts and observations to the effect that
technology is out of control by human agency. Technology is so vast and complex
that it has unintended consequences that users and society as a whole often cannot
control Eg; algorithm
3. Technological momentum: influence change over time. When it is new, humans
have influence on how it is developed and used. Window of opportunity to adopt >
once it is adopted it is really hard to change it.
Critique: no human agency, what about technological appropriation by users.
Culture, norms and regulations affect technology. Context and content matter too.
- Social constructivism: inanimate objects and people decide how to use or not use
technology. Focus: created and used by human agency. Are interdependent and mutually
influential. We can accept media and power to shape it or own it.
Focus more on what people do with technologies. Internalization, externalization,
objectification.
Media and technology in the digital age:
1. Convergence:
a. across media forms (news with images, film).
b. Across technologies (streaming films on your phone).
2. Internet as an open global platform?
yes but inequalities and who governs?
3. Interactivity
Between types of media, users and producers.
4. Smaller and more mobile media, always ON
What are the social impacts of this.
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