Digital Cultures

Creeber starts of by stating that the study of New Media is a 'Complex and Diverse' field. In his work 'Digital Cultures' Creeber takes about Modernism and Post-Modernism and how they lead to and relate to New Media theory.

'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, 2009: pg 11).

When Modernism came about in the late 19th century it was received by the majority of society to be this scientific way that would take the human race forward and be revolutionary in the production process, and with the rise of Modernism came Industrialization.
Industrialization brought about arguably the most important production invention of all time, the printing press. The invention of the printing press gave birth to a way of relaying news to the masses in a way that was never done before.
Many Modernists believed the introduction of Industrialization to be the looming down fall of originality, that 'modernists came to perceive industrialization as the enemy of free thought and individuality' (Creeber, 2009: pg 12).
The best example of this being true was in Henry Ford's case. Henry Ford profited significantly from industrialization when he made adjustments to the assembly line method, this allowed him to produce auto mobiles faster and cheaper and this also meant that they were more accessible to ordinary Americans. However because they were all mass produced this meant there was no discernible difference in the final products.

'when asked what colours his cars came in, Ford famously replied, any colour as long as its black'. (Creeber, 2009: pg 13)

'There are many examples that reflect modernism's disdain for the media,' (Creeber, 2009: pg 12). The best example and most famous of theorists that took a stance against this was The Frankfurt School. The Frankfurt School consisted of a group of Marxists that where exiled from Germany during the second world war and came to America. The Frankfurt School seen the media culture in America as a prime example of a culture that had become a 'standardized product of industrialization' (Creeber, 2009).

After the industrial revolution there came Post-Modernism. With the coming about of post-modernism came the society of consumers, in this era products where starting to made to fit the consumers needs rather than the product being made for manufacturings sake. From the point when this cultural change started it hasn't changed it has just become more demanding and now products are created to fit our every need and this is a result of the consumer society being embraced as it has been. The way of consuming has come on some much that even when your watching television your not passively consuming it your more evolved and you interact with it. New media is interactive.

'New media is interactive. In contrast to traditional media where the order of presentation was fixed, the user can now interact with the media object.' (Manovich, 2002)

Bibliography: 

Creeber, G & Martin, R. (2009). Digital Theory: Theorizing New Media

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.