Samenvatting
Samenvatting - Medialandschap
- Instelling
- Universiteit Van Amsterdam (UvA)
Samenvatting van hoorcolleges en literatuur van het vak Medialandschap
[Meer zien]Voorbeeld 4 van de 42 pagina's
Voorbeeld 4 van de 42 pagina's
In winkelwagengesponsord bericht van onze partner
Verkoper
Volgen
Voorbeeld van de inhoud
m edialandschap hoor collegesweek 1 hoorcollege 1
★ media company = a company whose primary function is to produce or
distribute media content.
★ but, the times are changing
○ boundaries, roles are changing
○ also, ‘industry’ implies commerciality
■ not always a good fit for individual artists
○ why define at all?
■ for us: scope, analysis easier with precision
■ for industry: think about markets, competitors, strategies
★ defining mass media (content)
○ mass media: ‘media’ in traditional sense
○ think: radio, tv, print newspapers, magazines
○ five key characteristics:
1. one to many, one-way
➢ identical message to a mass audience
2. experiential (ervaringsgericht) goods
➢ value = immaterial attributes
○ originality, intellectual property, stories told
3. high fixed / ‘first copy’ costs
➢ low marginal costs (= cost per additional unit)
➢ leads to economies of scale = price per unit decreases as
quantity of output increases
4. potential for (cheap) re-versioning
➢ re-selling in different formats, leads to economies of
scope = average production costs decrease as variety of
output increases
➢ but also: spin-offs, branded products, etc.
5. high risk
➢ consumer taste is ‘fickle’ (onvoorspelbaar) and hard to
predict
➢ high first copy costs regardless of consumers
★ defining the mass media market:
○ dual-product market
■ media companies produce two things:
, ● content, sold to audiences
● audiences, sold to advertisers
○ ‘attention economy’
■ attention is the real product being sold / bought
★ why should we care?
○ result: advertising goals influence content / strategy
■ problematic for journalism, particularly
■ but also artists
○ broader tension: creative industries versus commercial needs
★ the mass media market is changing
○ four main outcomes:
■ convergence = previously separate channels fused; channels,
content & computing
■ interactivity = two-way replaces one-way; users become (mass)
producers
■ diversification = heightened user control & choice;
fragmentation / expansion of content
■ mobility = media ‘on the go’ becomes norm; ‘always on’ culture
★ but: media has responsibilities?
○ media organizations (at least some?) should be socially responsible
○ a few core responsibilities:
■ exchanging ideas / opinions
■ integrating / cohering diverse societies
■ protecting core values / vulnerable audiences
○ is it only journalism with social responsibilities?
★ high stakes:
○ media companies have potentially significant influence on (young)
(vulnerable) audiences
■ who gets a voice (and who doesn’t)
■ how they are represented (and by whom)
■ which values are shown, elevated (and which not)
➢ all of this matter
○ so, we should care about how the industry functions
○ bottom line = high stakes
★ therefore: strong reactions to change
○ McLuhan’s optimism:
■ technology itself matters
■ new tech, extends senses
■ new, ‘cooler’, media:
● liberate audiences from hierarchies, isolation
, ● away from officialdom toward ‘everyday talk’
● toward a global village
★ (more) strong reactions to change
○ Postman’s pessimism:
■ print age: detailed, relevant, localized, coherent, rational
■ post-telegraph: dazzling stories from afar outweigh the relevant,
local
■ tv / images → superficiality
■ attention, rationality
■ passive audience
★ critiques of these critiques
○ both approaches = technological determinism
■ = that technology itself is primary cause of social change
○ simplifies & overplays tech, ignores social context
○ ignores power relations behind development / use
■ optimism: tech as solution to man-made problems
■ pessimism: blames tech for social problems
■ problematic
★ interim summary:
○ media industry has shifting borders, definitions
○ its products, market structures are unique
○ it’s undergoing massive changes
○ theorists react to those changes very strongly
■ and companies do, too
○ but, we are constantly engaging with it
★ media life (deuze, 2011)
○ media now so central that we don’t notice them
■ we don’t live with media, but in media
○ two clear manifestations:
■ personal / individualized information space
■ always-available global connectivity
○ two main consequences:
■ liquefied boundaries between work / play & alone / interaction
■ life changes to accommodate / exploit media
○ also: remember diversification, interactivity, mobility, convergence
■ all reflected in ‘media life’ notion
○ technological changes / response create this new individualized
connectivity
★ summary:
, ○ media industry, mass media & market:
■ unique characteristics, fuzzy borders
■ social resp. / creative-commercial tension unique
○ rise of digital media = further challenges, changes
○ systematically opposed responses to change
○ ‘media life’: one approach to theorizing media
■ importance of ‘individualized information spaces’
extra begrippen uit het boek:
★ medium theorists: believe that the properties of communications technologies
can have profound social and cultural impacts and the understanding of these
impacts should be pivotal to any quest to make sense of media.
★ McLuhan: the medium is the message = the medium is more important than
the message; that is the capacities of media hardware, rather than the details
of particular examples of content, that have real social significance and
impact.
★ hot media = high definition and data intensive with a large amount of
information conveyed - usually to a single one of the human senses.
○ high intensity, low participation
★ cool media = low in information-intensity and high in audience participation.
○ low intensity, high participation
★ McLuhan’s optimism
★ Postman’s pessimism
★ technologically determinist: assume that the inherent biases of technologies
dictate their impact, regardless of who develops and controls them, how they
are used and in what sociocultural context.
★ reification = technologies are transformed by theorists into independent
objects, when in reality they are developed, manufactured, controlled and
used by people in particular social contexts.
★ circuit of culture:
○ production: refers to the institutional and social circumstances in
which a technology is developed, manufactured and distributed.
○ representation: concerns media discourse about the technology, which
can play a crucial role in developing particular understandings of its
purpose and meaning.
○ regulation: refers to the various forms of control imposed by
government or other bodies, which can restrict and shape the ways
technologies are used.
○ consumption: emphasizes the importance of the contexts in which
users engage with technologies.
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper estelledecroon. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €6,96. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 56326 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen