CHANGE & TRANSFORMATION

Social interaction is the process by which we act and react to those around us.

Our identities, the ways we see and represent ourselves shape how we communicate, what we communicate about, how we communicate with others and how we communicate about others. Hence identity, representation, culture and difference are all central to a Social Psychology of communication.

1. the transformation of social interaction (audiences);
2. the transformation of individual identity (audiences and representation);
3. the transformation of institutional structures (industry); and the changes in textual content and structure (language).
4. The transformation of audience consumption

There is a type of control happening through the years that let the people absorb what type of media they would like to consume. There is time shift between how the media allows the new technology to develop where they collect ideas on how to let if flow easily. There is some that are direct flows whereas you can see someone multi flow.

1. Time
2. space
3. speed
4. control
5. Rate
6. Access
7. Quantity
8. Non linear
9. Calibration
10. Advance
11. Quality
12. Opportunities
13. New money
14. Storage
15. Retrieval

	Share	Active	Creative	Host
example or comment	Example: It is easy to upload pictures and share on social media
	Story	Re-connect	Personalise	Stream
example or comment	Example: BBC tell daily stories of what is happening in the world	Example: Connect to Wi-Fi
	Experience	Store	Scale	Immerse
example or comment		Example: You can store memories on your phone or computer by taking pictures and uploading to a drive
	Interface	Live	Adapt	Binge
example or comment		Example: Can go live on a varies of different platforms including news reporters.	Example: Can be more useful	Example: In the old days you would have to wait for each episode every week, now you can watch Netflix and watch the series all in one day
	Conversation	Re-perform	Circulate	Endless
example or comment	Example: You would normally have a physical conversation in the old days whereas now you can call someone and have a conversation through there

“Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication” 

A way of understanding ‘technological determinism‘ the idea that it is the tool that shapes us, rather than us who shape the tool. – Marshall McLuhan – The Medium is the Message

McLuhan adopted the term “massage” to denote the effect of numerous media in how they ‘massage’ the human sensorium.

By playing on words and using the term “massage,” McLuhan suggests that modern audiences enjoy mainstream media as soothing, enjoyable, and relaxing. However, the pleasure we find in this media is deceiving, as the changes between society and technology are incongruent, perpetuating an ‘Age of Anxiety’.

Consider a future device . . . which is mechanized so that it may be consulted with exceeding speed and flexibility. It is an enlarged intimate supplement to his memory.” – Vannevar Bush 

The idea of how our minds process information is interesting, with the suggestion that we do not think in a linear or sequential way, but associatively and sensorily, so that information is linked to patterns, consequences, almost like nodes of hyperlinked information. Krotoski also looks at the network effect, ‘the constant loop of digital information’ (Krotoski), which create a loop of action/reaction which allows for (companies to predict?) future action. This is an important concept for understanding how and why business masquerade their operations as personal interactions, which often appear to be ‘free’, but which can actually generate great reward.

TOPIC	NOTE / COMMENT
The Printing Press (Gutenburg) in the Medieval period mid 1400’s	the impact of new technology
Impact of new technology in South Korea as a result of promoting greater digital interaction (speed, connectivity, spread etc)	mental health internet addiction? Choices made? ‘A world without consequences’ ‘Senses over meaning’
On-line / digital connection stats
Theodore Vail	The Network effect
Norbert Weiner Loop Theory	Loop Theory – predictive behaviour But is behaviour shaped and altered through networking and digital communications (pushing / pulling) Issues around privacy and individual psychology (mental health / wellbeing) and the environment Virtual worlds / virtual identities (hypperreality, simulation, implosion – Jean Baudrillard) (Judith Butler ‘gender performance / David Gauntlett, Anthony Giddens etc ‘fluid & multiple identities’ The
Robin Dunbar – The Dunbar Number	The Dunbar number suggests that connectivity for individuals, communities or groups is typically 5 o 6, with an upper limit of 150. So who benefits from greater connectivity? Companies, organisations, institutions – ‘small elites dominate’ (Andrew Kean)
Clay Shirky	how our networks shape culture and vice versa, he is pro-technology as he believes new technology is share and to connect and develop.
Vannavar Bush	associative not linear thinking the demise of long form reading So changing rules for logic, rationality, truth, understanding, knowledge. Baudrillard implosion (a culture imploding in on itself rather than expanding and developing?)
Tim Berners–Lee	the inventor / creator of the World Wide Web – developed and given to everybody for free?!! Why? What did he hope it would achieve? Is he satisfied or disappointed with how it has developed and made an impact on society?
Marshall McLuhan	The Global Village – ‘a sophisticated interactive culture’
	The impact on political and economic decision making
Conclusions, suggestions, reflections and predictions

A self hour site 24 hour movement guideless they recommend how many hours online from 2018 you should be 2 hours maximin online.

One thousand hours of people spend 2 hours on Spotify.

In 2021 report that jersey is number 1 for in connectivity for fastest online in the global.

Skinner

Skinner theorized that if a behaviour is followed by reinforcement, that behaviour is more likely to be repeated, but if it is followed by punishment, it is less likely to be repeated. Positive behaviours should be rewarded positively. Negative behaviours should not be rewarded or should be punished. 

Zuboff – Google and Facebook invented and transferred surveillance capitalism into “a new logic of accumulation”.