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Changing Media. ‘Power’ of media Children as avant-garde Interaction & Relationship between them Discussion: Four dimensions Technologies Institutions Texts Audiences. Technologies. Technologies do not produce social change Recent changes in media technology Proliferation - PowerPoint PPT Presentation
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Changing Media 1
Changing Media
• ‘Power’ of media• Children as avant-garde• Interaction & Relationship between them• Discussion: Four dimensions
– Technologies– Institutions– Texts– Audiences
Changing Media 2
Technologies
• Technologies do not produce social change• Recent changes in media technology
– Proliferation• Broader range of media & means of delivery
– Convergence• Commercially driven & blurred distinctions
between linear broadcast & interactive narrowcast
– Access• Reduced access & distribution cost;
Changing Media 3
Implications
• Children & parents as significant targets• Growing polarization: rich & poor
– But still very few are exploiting the creative potential of digital media
• National centralized control undermined– From public to private– Internet: Anyone publishing anything– Production & consumption boundaries blurred
Changing Media 4
Institutions
• Three institutional & economic changes– Privatization
• Free market, monopolization, commercialized
– Integration• Vertical & Horizontal
– fragmentation• Production: casual labor, outsourcing, independent• Consumption: specialized, fragmented• Media production: amateur & professional
Changing Media 5
Texts
• Changing characteristics & the very status of texts
• Distinctions between video, games, movie… becoming irrelevant
• Intertextuality• Interactivity• Integrated phenomena: Text and related
commodities packaged & marketed
Changing Media 6
Audiences
• Empowered audience vs. Commercially exploited; Empowered vs. Surveillance
• Greater choice for consumers– Repeated vs. new
• Greater activity– Engaged& committed vs. Casual & distracted
• Not a zero-sum game; Powerful or powerless