Sentience – The ability to perceive and feel
Artificial intelligence is the simulation of human intelligence processes by machines, especially computer systems.
Specific applications of AI include expert systems, natural language processing, speech recognition and machine vision.
media has gone from straight forward processes such as sending a letter to someone, into lightspeed communication between each other.
Nowadays people don’t go back forth to each other but share information online, while allowing other people to use it.
Speed
Knowledge
Times
Space (Communication)
Understanding
Access
Participation
Reality
Privacy
Chose
Interactivity
Storage
Retrieval
Flexability
–
we do not think in a linear or sequential way, but associatively and sensorial, so that information is linked to patterns, consequences, almost like nodes of hyperlinked information.
Loop Theory- Predictive behaviour which is shaped and altered through networking and digital communications
Issues around wellbeing and privacy
Internet has affected media consumption (obviously)
Audience behaviour has progressed passed passive consumption into interactive consumption.
Free will is an illusion as behaviour is either a reaction/response to your environment or is random
Roger McNamee – “Facebook marries propaganda techniques to those of casino gambling”
-People who don’t use social media are assets to society as they provide perspective
-Social media users are in essence turning into automated extensions of the platforms
-Social media isn’t bad for addicting as that’s their business model- the problem is the persuasion/influencing which as abuse of power
-Interests have shifted from using automated machine processes to know about your behaviour to using machine processes to shape your behaviour according to their interests
| NEW MEDIA | OLD MEDIA | COMMENT OR EXAMPLE |
| Active involvement | Passive involvement | Shows such as the voice, in which the audience is a part of the show (By voting on/through their phones) whereas there used to be no involvement by the viewer. |
| Two-way conversation | One-way conversation | |
| Open system | Closed system | “closed” system old way of doing things: broadcasting from a single control point to a passive mass audience and allowing for virtually no feedback or participation – Or when there is a feedback channel, it’s narrow and tightly controlled. Online media function differently, however, because by their very nature, they’re two-way or multi-way systems |
| Transparent | Opaque | Media transparency deals with the openness and accountability of the media and can be defined as a transparent exchange of information subsidies based on the ideas of newsworthiness. Saying the the medias were supposedly less transparent with their techniques & agendas whereas now they are somewhat more transparent. |
| One-on-one marketing | Mass marketing | Company’s such as Cambridge Analytica being able to manipulate social media feeds to target very specific individuals. |
| About Me | About You | |
| Brand and User-generated Content | Professional content | |
| Authentic content | Polished content | |
| FREE platform | Paid platform | Media/ company’s are moving away from straight up paid products, to “free” services/products where you are essentially paying for the product by data they are collecting on you. |
| 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 |
POTENTIAL QUESTIONS
Media products are shaped by the economic and political contexts in which they are created.
To what extent does an analysis of your online, social and participatory Close Study Products (The Voice and Teen Vogue) support this view?
[25 marks]
Media effects theories argue that the media has the power to shape the audience’s thoughts and behaviour.
How valid do you find the claims made by effects theories? You should refer to two of the Close Study Products (Tomb Raider Anniversary, Metroid: Prime 2 Echoes, Sims Freeplay) in your answer.
[25 marks]
The target audiences for video games change because of the historical and economic contexts in which they are produced.
To what extent does an analysis of the Close Study Products Tomb Raider: Anniversary and The Sims FreePlay support this statement?
[25 marks]
Media producers must respond to changing social and cultural contexts to maintain audiences. To what extent does an analysis of the online close study products do the voice and teen vogue support this view [25 marks]
New Media
To start off with I would like to prioritise the notion of CHANGE & TRANSFORMATION as a way of thinking about NEW MEDIA which can be linked to the key ideas of a media syllabus. For example,
In summary, this could be described as the changing nature of symbolic interaction and a lot of the work on this blog is essentially discussing this concept.
Dan Gillmor is a useful theorist to look at, you can read his book We Media by clicking on this link – provides an overview of how new media technologies have had an impact on relationship between citizens and government / institutional power.
New technology and media developments:
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)
Constructed Identity – When something is ” meant ” to be seen as something
Fluidity of Identity – When how something is seen can be changed or does not have a set identity
Collective Identity – How something is seen in a large group of people
There is a sense that this brand is about celebrating what is already there and encouraging customers to be themselves.
– Fluidity of identity / Encouraging people to be themselves may also changes their personality at the same time
Undoubtedly, the idea of this beauty line is to serve as an extension of style’s unique and much-reserved aesthetic
– The “extension” of his personality may be a false personality that is constructed to appeal to a wider audience.
stylized repetition of acts and repeated performance – Butler suggests that gender is not fixed but is consistently by societal norms and non – verbal communication for example in my product the model was posing in a masculine way
The AD was made in 1967 and constructs a clear narrative. From what you can see in the AD, there are 5 women – all of them either holding up a man or grabbing at him. The woman in the front left is staring towards the camera, suggesting that she is inviting those who see the AD to join them if they buy the product. The AD also suggests that the man was a nobody before he bought the product, and only has those women reaching at him because of the hair cream. This AD was created during a change in society, the second wave of feminism started and there were changes with a greater acceptance of divorce, abortion and homosexuality.
This AD may have been wanting to show that even though there was change at the time, straight white men were still at the top and the change was not going to grow big enough to change that, with the straight white man being held up on a platform as royalty would be. Furthermore, the women in the AD are wearing little clothing, whilst the man is fully dressed – clearly sexualizing the women.
