Hoorcollege 4 – 29-09-2017
Chapter 5 – continued
Cultural approach: norms, values, artifacts same things in life are important
connectedness (als uiterlijk etc. hetzelfde zijn) culture.
1st circle: artifacts
2nd circle: culture?
3rd circle: things we believe
Postmodern variant of the cultural approach: we don’t have mass media anymore.
reliable, organized universally shared cultural norms don’t exist anymore. So many media
out there, so many messages they send out.
Study this phenomenon mixed methods.
Several perspectives:
- Economical: money, very important trend is differentiatie van cultuur
- Political: fragmentation of the landscape
- Societal: cultural fragmentation sommigen zeggen dat dit altijd al zo was
(verschillende groepen etc.) maar altijd iets vergelijkbaars.
- Technical: easier to monitor, follow people.
Dominant trends – Postmodernism:
- Commercialisation:
o Relation between consumer and concern has influence on the media content
o Profit can take an overwhelming place. This can lead towards both positive
and negative effects.
o Trends towards taste products or easy-to-consume porridge?
- Mediatisation:
o Politicians follow ‘media logic’
o Political message is adapted to media formats
o Close ties between media moguls and politicians, sometimes the same people
or member of the same ‘cabal’.
o Communication infrastructure (still) benefits status quo.
Back to the frankfurter school: media is in hands of the elite and is being
used to manipulate the crowd.
- Globalization:
o Increased capacity to transmit messages around the world.
o Time and space become less important.
o Process of trans-nationalization has an effect on media and the public, but
also on the international infrastructure.
- Communication Technology: huge influence on the cultural trends as well new
school: the Toronto school! School of technology determinism (Marshall McLuhan).
o Focus on how technology can influence the content of media messages and
thereby the meanings they make available.
o School of thought states that all media are made by human and can be seen
as an extension of our senses (Toronto school).
, Media bias:
1. Bias of sense experience (difference between cinema and watching at home visual
imagery vs involved/participatory)
2. Bias of form and representation (strongly coded (not many different interpretations
bijv. Een uitnodiging voor een bepaalde afspraak) vs virtually uncoded texts (more
room for interpretation, people have all kinds of association).
3. Bias of message content (different channels are suited for different messages
realism, open/closed formats, frames).
4. Bias of context of use (private reception, collective and group reception)
5. Bias of sender-receiver relationship (one way vs interactive)
Chapter 6 – New Media - New Theory?
Fundamental changes in the media landscape create need for new theories.
Differences according to the dominant paradigm:
- Authors get increased opportunities
- The role of publisher becomes more ambiguous
- The audience member is no longer part of a mass, but member of a self-chosen
network
Two schools of thought:
1. Evoloution is the basis of all change, slow and gradual evolution, nothing is ever the
same (McQuail)
2. Omnia mutuntur nihil interit: everything changes but nothing ever disappears,
context may change but the basic rules still apply (Bolter & Grusin)
3. (McLuhan in the middle, Toronto is usually placed in 2)
Technology determinism: things change in our culture etc. because of the new technological
innovations.
New Media:
- Mcquail:
o New Channels with new characteristics
o Harnessing of the computer
o Satelite communication
o Trends towards larger audience, internationalization, globalization
- McLuhan:
o Linear evolution of the media landscape
o Technology driven
o Central idea: attributes distinctive social and cultural effects to the dominant
form and vehicle of communication, independent of the actual content.
o Changes in technology and changing in media have direct influence on
society.
Chapter 5 – continued
Cultural approach: norms, values, artifacts same things in life are important
connectedness (als uiterlijk etc. hetzelfde zijn) culture.
1st circle: artifacts
2nd circle: culture?
3rd circle: things we believe
Postmodern variant of the cultural approach: we don’t have mass media anymore.
reliable, organized universally shared cultural norms don’t exist anymore. So many media
out there, so many messages they send out.
Study this phenomenon mixed methods.
Several perspectives:
- Economical: money, very important trend is differentiatie van cultuur
- Political: fragmentation of the landscape
- Societal: cultural fragmentation sommigen zeggen dat dit altijd al zo was
(verschillende groepen etc.) maar altijd iets vergelijkbaars.
- Technical: easier to monitor, follow people.
Dominant trends – Postmodernism:
- Commercialisation:
o Relation between consumer and concern has influence on the media content
o Profit can take an overwhelming place. This can lead towards both positive
and negative effects.
o Trends towards taste products or easy-to-consume porridge?
- Mediatisation:
o Politicians follow ‘media logic’
o Political message is adapted to media formats
o Close ties between media moguls and politicians, sometimes the same people
or member of the same ‘cabal’.
o Communication infrastructure (still) benefits status quo.
Back to the frankfurter school: media is in hands of the elite and is being
used to manipulate the crowd.
- Globalization:
o Increased capacity to transmit messages around the world.
o Time and space become less important.
o Process of trans-nationalization has an effect on media and the public, but
also on the international infrastructure.
- Communication Technology: huge influence on the cultural trends as well new
school: the Toronto school! School of technology determinism (Marshall McLuhan).
o Focus on how technology can influence the content of media messages and
thereby the meanings they make available.
o School of thought states that all media are made by human and can be seen
as an extension of our senses (Toronto school).
, Media bias:
1. Bias of sense experience (difference between cinema and watching at home visual
imagery vs involved/participatory)
2. Bias of form and representation (strongly coded (not many different interpretations
bijv. Een uitnodiging voor een bepaalde afspraak) vs virtually uncoded texts (more
room for interpretation, people have all kinds of association).
3. Bias of message content (different channels are suited for different messages
realism, open/closed formats, frames).
4. Bias of context of use (private reception, collective and group reception)
5. Bias of sender-receiver relationship (one way vs interactive)
Chapter 6 – New Media - New Theory?
Fundamental changes in the media landscape create need for new theories.
Differences according to the dominant paradigm:
- Authors get increased opportunities
- The role of publisher becomes more ambiguous
- The audience member is no longer part of a mass, but member of a self-chosen
network
Two schools of thought:
1. Evoloution is the basis of all change, slow and gradual evolution, nothing is ever the
same (McQuail)
2. Omnia mutuntur nihil interit: everything changes but nothing ever disappears,
context may change but the basic rules still apply (Bolter & Grusin)
3. (McLuhan in the middle, Toronto is usually placed in 2)
Technology determinism: things change in our culture etc. because of the new technological
innovations.
New Media:
- Mcquail:
o New Channels with new characteristics
o Harnessing of the computer
o Satelite communication
o Trends towards larger audience, internationalization, globalization
- McLuhan:
o Linear evolution of the media landscape
o Technology driven
o Central idea: attributes distinctive social and cultural effects to the dominant
form and vehicle of communication, independent of the actual content.
o Changes in technology and changing in media have direct influence on
society.
