Key terms

speed

time

feedback

share

access

storage

space

connectivity

history

participation

discover

retrieval

knowledge

	share	active	creative	host
example or comment			Social media has given us better ways to show off our abilities in different forms.
	story	re-connect	personalise	stream
example or comment
	experience	store	scale	immerse
example or comment
	interface	live	adapt	binge
example or comment
	conversation	re-perform	circulate	endless
example or comment

Marshall McLuhan-

The Medium is the Message – a good theorist to quote in your exam.

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

TOPIC	NOTE / COMMENT
BF Skinner	Burrhus Frederic Skinner was an American psychologist, behaviorist, author, inventor, and social philosopher. He was a professor of psychology at Harvard University from 1958 until his retirement in 1974. Considering free will to be an illusion
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,  Vail saw telephone service as a public utility and moved to consolidate telephone networks under the Bell system.
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
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

8hours a day is the average screen time use for teenagers

we spend around 5 years and 4months on social media throughout our lifetime

there was a 16million user increase on netflix during the pandemic

• Ownership (INSTITUTION) =
• Conglomeration, vertical and/or horizontal integration
• Cross-media titles / products (= INSTITUTION)
• Income / Expenditure (= INSTITUTION)
• Advertising, marketing, product placement etc – in terms of revenue and type of products featured in Vogue (INSTITUTION & AUDIENCE)
• Primary target audience (= AUDIENCE)
• Uses and Gratifications (= AUDIENCE)
• Messages sent (encoded/decoded) ie the values, attitudes and opinions of this CSP (or ideology / political & social bias) (= REPRESENTATION)
• Use of new technology / relationship to old technology (= LANGUAGE)
• Layout, language, style, design, words, images, symbols, connectivity (=LANGUAGE)

Publisher / ownership: Condé Nast – Condé Nast is a global mass media company founded in 1909 by Condé Montrose Nast, and owned by Advance Publications. Its headquarters are located at One World Trade Centre in the Financial District of Lower Manhattan.

Target audience: Teen Vogue is an American online publication, formerly in print, launched in January 2003, as a sister publication to Vogue, targeted at teenagers.

“Teen Vogue is the young person’s guide to saving the world. We aim to educate, enlighten, and empower our audience to create a more inclusive environment (both on- and offline) by amplifying the voices of the unheard, telling stories that normally go untold, and providing resources for teens looking to make a tangible impact in their communities.” – From Conde nasts website about Teen vogue.

“Teen Vogue is the destination for the next generation of influencers. We educate, enlighten, and empower young people, arming them with all they need to lead stylish and informed lives. Teen Vogue, launched in February 2003, delivers 27 million-plus monthly impressions through a combination of TeenVogue.com, multiple social media platforms, and a robust video channel.” From Conde nasts website about Teen vogue.

SOCIAL MEDIA:

• website http://www.teenvogue.com/
• Facebook page https://www.facebook.com/teenvogue/
• Twitter feed https://twitter.com/TeenVogue

Teen vogue talks about Fashion, culture and politics. One article that was recently published about Andrew Tate with the headline as “Andrew Tate and the “Manosphere” Show How Far Hating Women Can Get You” by Lexi mcmenamin, 19th January 2023. The article includes links when you press on it, it takes you to an relevant article to help the reader to get a better understanding on the Topic.

Income:

Teen Vogue’s Annual Revenue = $14.0 Million

The average employee at Teen Vogue makes $43,053 per year.

80% of Teen Vogue employees are women, while 20% are men.

• The most common ethnicity at Teen Vogue is White (58%).
• 18% of Teen Vogue employees are Hispanic or Latino.
• 12% of Teen Vogue employees are Black or African American.

Teen vogue was founded in 2003

DIGITAL – 5.4 million

SOCIAL – 13.1 million

VIDEO – 24.4 million

Teen vogue covers the latest in celebrity news, politics, fashion, beauty, wellness, lifestyle and entertainment.

“The young person’s guide to conquering (and saving) the world. Teen Vogue covers the latest in celebrity news, politics, fashion, beauty, wellness, lifestyle, and entertainment.”

Teen Vogue is a sister publication to Vogue. Both of which are published by Conde Nast and advance publications

On November 2, 2017, it was announced Teen Vogue would cease its print edition and continue as an online-only publication as part of a new round of cost cuts.

Since 2015, following a steep decline in sales, the magazine cut back on its print distribution in favour of online content, which has grown significantly.

Media Language

How are the codes and conventions of a website used in the product? How are these conventions used to influence meaning? The website could be analysed in terms of:

• The language of composition and layout: images, positioning, layout, typography, language and mode of address.
• The genre conventions of websites will be studied and the genre approach should also include reference to the content of lifestyle websites.
• The application of a semiotic approach will aid the analysis of the way in which the website creates an ideology about the world it is constructing – often to do with age, beauty and social and political issues.
• Narrative in the context of online material can refer to the way that the images and the selection of stories construct a narrative about the world.

Media Representations

The choice of this online product provides a wide range of representational issues. These include the representation of the target audience of young women in the United States but also globally. The focus on representation will build on work done in the analysis of visual images and can also be used to explore target audiences and ideological readings:

• Representation of particular groups (age, gender, race), construction of a young female identity.
• ‘Rise, Resist. Raise your Voice’ is the slogan for the website.
• Who is constructing the representation and to what purpose?
• The focus on politics, social issues and technology (in addition to fashion and celebrity) suggests a new representation of young women.
• Analysis of the construction and function of stereotypes
• Representation and news values – how do the stories selected construct a particular representation of the world and particular groups and places in it?

Defining and conceptualising New Technology

Technology is central to any Media Studies course, and is of relevance in terms of the production, distribution and consumption of news and news-gathering, as well as playing a significant role in terms of democracy, knowledge, access and truth. As a starter exercise to understand this relationship in terms of news production, create a table and see how many different technologies you can put in each box, to show which what technologies are used in each stage of the production process.

Lifestyle section contains huge amount of lists telling you what technology to buy and how it can make your life better/easier. For example the top list on the page is ’33 best tech gifts’, There is then a review on a new Imac which is simply a bit faster and is now available in colours other than the normal silver/black. The review does not mention one negative and encourages readers to buy it. Relate this to new media?

Audience

Although the brand name suggests a teenage audience, the typical Teen Vogue reader has evolved in recent years. The move to more political content has broadened the appeal and changed the genre – young women now expect more from their media.

The ‘Campus Life’ section in Lifestyle also suggests an older readership. However, the audience is still interested in celebrity content and beauty – which Teen Vogue addresses by featuring the ‘opinion leaders’ (two-step flow) of social media.

Teen Vogue: political positioning

Teen Vogue generally takes a liberal, left-wing political stance and positions its readers to become active in their support:

• Pro-feminist
• Pro-gender fluidity and gender identity
• Supports LGBT equality
• Pro-multiculturalism
• Supports Black Lives Matter
• Pro-environment (accepting science on climate change)
• Pro-choice (abortion)

Teen Vogue: audience interaction

How does Teen Vogue encourage audience interaction?

• Activism
• Social media
• ‘Clickbait’ and first-person headlines
• Events – Teen Vogue summit

Key Words:

speed, time, share, feedback, access, storage, space, connectivity, participation, discover, retrieval, knowledge

	share	active	creative	host
example or comment	technological advancements have allowed access to emails, messages and phone calls which allows us to be able to share.		there are many more tools to access things online to be able to develop creativity.
	story 	re-connect	personalise	stream
example or comment		able to message email contact and call people
	experience	store	scale	immerse
example or comment
	interface	live	adapt	binge
example or comment
	conversation	re-perform	circulate	endless 
example or comment

Marshall McLuhan

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

He predicted the world was entering the fourth, electronic age, which would be characterised by a community of people brought together by technology.

 became internationally famous during the 1960s for his studies of the effects of mass media on thought and behaviour

What are McLuhan’s 4 laws of media?

the Laws of Media: the effects of media can be described by the four laws of enhancement, obsolescence, retrieval and flip or reversal as described above. the limits of its potential reverses or flips into an opposite or complementary form.

Some themes and discussion points from Great Hack:

• The Exchange of Data
• Search for Truth
• Behaviour Management
• Propaganda / Persuasion
• Regulation

> Who Owns the Future? (2013)

In his book Who Owns the Future? (2013), Lanier posits that by convincing users to give away valuable information about themselves in exchange for free services, firms can accrue large amounts of data at virtually no cost. Lanier calls these firms “Siren Servers”, alluding to the Sirens of Ulysses. Instead of paying each individual for their contribution to the data pool, the Siren Servers concentrate wealth in the hands of the few who control the data centres.

> Ten Arguments for Deleting Your Social Media Accounts Right Now (2018)

As the name implies, Lanier is concerned about the influence of social media. In essence the claim is that platforms such as Twitter and Facebook have made their users cruder, less empathetic, more tribal. Lanier worries that reliance on social media platforms is reducing people’s capacity for spirituality, and that social media users are in essence turning into automated extensions of the platforms

Suggested Essay Structure?

Remember to focus on key issues around new media – privacy, knowledge, understanding, education, friendship, behaviour, thoughts, attitudes, beliefs, politics, economics, employment, war, conflict, food, the environment, space, science (essentially social change)

1. Overview: New media always creates change (printing press, telegram etc)
2. Q: so how has recent technology changed (society, individuals, organisations, ideas, beliefs etc etc)
3. CSP 1 – show knowledge of CSP
4. characteristics of new media (in reference to CSP 1)
5. theoretical / conceptual analysis of new media (loop theory, network theory, Dunbar number, McLuhan, Krotoski)
6. Critically thinking about new media (Baudrillard, McLuhan, Krotoski, B. F. Skinner, Zuboff, Lanier – are all essentially critical of new media technologies. But Gauntlett, Shirky, Jenkins are all very positive about new media technologies)
7. CSP 2 – show knowledge
8. Draw parallels and conclusions
9. Suggest future pathways / developments

Some themes and discussion points from Great Hack:

• The Exchange of Data- Threads into wieners loop theory, companies such as Cambridge analytica, monitor and analyse patterns in behaviours and present advertisement
• Search for Truth
• Behaviour Management
• Propaganda / Persuasion
• Regulation

Suggested Essay Structure?

Remember to focus on key issues around new media – privacy, knowledge, understanding, education, friendship, behaviour, thoughts, attitudes, beliefs, politics, economics, employment, war, conflict, food, the environment, space, science (essentially social change)

1. Overview: New media always creates change (printing press, telegram etc)
2. Q: so how has recent technology changed (society, individuals, organisations, ideas, beliefs etc etc)
3. CSP 1 – show knowledge of CSP
4. characteristics of new media (in reference to CSP 1)
5. theoretical / conceptual analysis of new media (loop theory, network theory, Dunbar number, McLuhan, Krotoski)
6. Critically thinking about new media (Baudrillard, McLuhan, Krotoski, B. F. Skinner, Zuboff, Lanier – are all essentially critical of new media technologies. But Gauntlett, Shirky, Jenkins are all very positive about new media technologies)
7. CSP 2 – show knowledge
8. Draw parallels and conclusions
9. Suggest future pathways / developments

Some themes and discussion points from Great Hack:

Independent investigations into data mining, along with whistle-blower accounts of the firm’s impact on Brexit, led to a scandal over the influence of social media in political elections.

The Exchange of Data

Search for Truth

Behaviour Management

Propaganda / Persuasion – The master manipulators didn’t go after people whose minds had been made up; they went after on-the-fence folks referred to as “the persuadables.” Using the collected data, Cambridge Analytica set out to create fear to achieve the results of the political parties that hired them.

Regulation

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	He is pro-technology. new digital technologies collaborate, connect, share, learn.
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

Stats:
7h 37mins daily average this week – ME
24 hour movement guideline, 2018 recommends 2 hours maximum online.
– Student B – 1250 hours in the year 2022
20 – 29 largest demographic of social media
– Jersey is number one in 2021 report that jersey has top internet/broadband speed compared to 224 countries.

Technology has began to develop mew methods of behaviour control.
The most serious threat is the power this technology gives one man to impose his views and values on another.

Remember to focus on key issues around new media – privacy, knowledge, understanding, education, friendship, behaviour, thoughts, attitudes, beliefs, politics, economics, employment, war, conflict, food, the environment, space, science (essentially social change)

1. Overview: New media always creates change (printing press, telegram etc)
2. Q: so how has recent technology changed (society, individuals, organisations, ideas, beliefs etc etc)
3. CSP 1 – show knowledge of CSP
4. characteristics of new media (in reference to CSP 1)
5. theoretical / conceptual analysis of new media (loop theory, network theory, Dunbar number, McLuhan, Krotoski)
6. Critically thinking about new media (Baudrillard, McLuhan, Krotoski, B. F. Skinner, Zuboff, Lanier – are all essentially critical of new media technologies. But Gauntlett, Shirky, Jenkins are all very positive about new media technologies)
7. CSP 2 – show knowledge
8. Draw parallels and conclusions
9. Suggest future pathways / developments

Discussion Points from The Great Hack

• Data has surpassed oil as the world’s most valuable asset
• The Exchange of Data
• Search for Truth
• Behaviour Management
• Propaganda / Persuasion
• Regulation
• Digital Behaviour management: A Threat to Democracy?

Data has now become the world most valuable asset. Social media and other platforms collect data through behaviour that can be used to predict future engagements. I has also been weaponized to wage cultural and political warfare.

Quotes: The Age of Surveillance Capitilism

“technology has begun to develop new methods of behaviour control capable of altering not just an individuals actions but his very personality and manner of thinking” Zuboff pg-322

” We decided that these would be the social norms now, and we just went for it.” -Mark Zuckerberg about releasing users personal info

NEW MEDIA	OLD MEDIA	COMMENT OR EXAMPLE
Active involvement 	Passive involvement 
Two-way conversation	One-way conversation
Open system	Closed system
Transparent	Opaque
One-on-one marketing	Mass marketing
About Me	About You
Brand and User-generated Content	Professional content
Authentic content	Polished content
FREE platform	Paid platform
Metric: Engagement	Metric: Reach/ frequency
Actors: Users / Influencers	Actors/ Celebrities
Community decision-making	Economic decision-making
Unstructured communication	Controlled communication
Real time creation	Pre-produced/ scheduled
Bottom-up strategy	Top-down strategy
Informal language	Formal language