Digital Theory, Creeber

'Modernism is the umbrella term we give to the way that human society responded to the changes that took place during the industrial revolution' (Creeber pg:12 2009) As the industrialization began many people were opposed to the idea of the revolution. Although there was some benefactors of the industrial revolution such as Henry Ford. His techniques made his product (car's) very popular among consumers. (Creeber 2009) The Frankfurt School were a group of German theorists that took a stance claiming that mass production was linked to it's mass culture. (Creeber 2009) They developed a term they named 'Fordism' (Creeber 2009) This refers to Henry Ford's distribution of his cars. They felt that the techniques that Henry Ford used to sell his cars was apparent in many areas of mass culture. 'These changes in post-industrial society have clearly influenced the way that critical theory now understands and conceives the role which which the media currently plays in society.' (Creeber pg:24 2009)

After the Industrial revolution had finished came the period of post modernism which involves products and technologies that are still being used today. Modernism was a period were people were passive consumers to media. Post modernism forces you to interact with the media which is called active consumption. New technologies that have been developed have changed the way we interact with media. Technologies such as Television, mobile phones and the internet. They have changed the way we live our lives. Social networking has became a huge part of today's society. 'websites such as YouTube, Myspace and Facebook appear to reflect this recent understanding of participatory culture; not only creating virtual communities but also allowing audiences to become producers as well as receivers of the media'. (Creeber pg:20 2009)

Television also forces the viewer to actively consume the media outlet. Shows such as Britain's Got Talent and The Voice put the viewer in control or give them a say as how the show continues. Even advertisements on television are starting to get the consumer active such as the BT adverts. They had viewers post in how the next adverts story line would finish. Interactivity is used among television and the internet. On certain television shows hastags will appear encouraging the viewer to mention the show on twitter.

As active consumers we have much more control over media outlets and can interact with fans of our favorite television shows, movies and music. Consumers are more at one with the media than they have ever been.

Bibliography

Glen Greeber, digital theory: theorizing new media, 2009 Pg's:11-22