Digital theory: theorizing New Media - Glen Creeber

In order better understand New Media, 'Old Media' must first be analysed along with its relationship to modernism. "Modernism is the umbrella term we give to the way human society responded to the changes that took place during the industrial revolution." (Creeber, 2009: 11).
Industrialisation began at the end of the nineteenth century and many modernists viewed it as an enemy of free thought and creativity (Creeber, 2009). Although this could be said to be true, as it did profit the producers rather than the masses, it could also be said that it advanced the country culturally. An example of a profiteer was Henry Ford's success in the automobile industry (Creeber, 2009), his techniques of mass production made producing cars not only faster but cheaper. This made Ford's cars more accessible to the masses, although this method did come with draw back of every car looking alike. "When asked what colours his cars came in, Ford famously replied, 'any color - as long as it's black'. (Creeber, 2009: 13).
The Frankfurt School, who were a group of marxist theorists who exiled from Germany to America during the Second World War, theorised that this 'Fordist' philosophy was apparent in all areas of mass culture, making all productions similar (Creeber, 2009). They found that American mass production was linked to it's mass culture.
Post Modernism came after the industrial revolution, it has absorbed the effects of that era and embraced it. A consumer society had emerged and the economy went through a transition from manufacturing based to service based (Creeber, 2009).
Products have been produced to fit our needs, our phones became mobile and have video, music, games, internet, and much more on them. Interactivity has become a major point of focus in our media, for example while watching television programmes we might often see a hash tag for use on twitter. The audience not only watches the show but also comments while the shows progresses to a world wide audience.
The user now has a say in the production, sometimes as much as a producer. If we look at Big Brother or the X Factor as examples, it is ultimately the viewer that votes contestants out of the show and decide the winner. The general public are having a bigger say in the world than ever before and it is a exciting time to live in.


Bibliography:

Creeber, G. (2009). Digita Theory: Theorizing New Media & Cubitt, D. (2009) Case Study: Digital Aesthetics in ED. Creeber, G. & Royston, M. (2009) Digital Cultures: Understanding New Media; Maidstone, Open University Press.