Modernization of Media with Industrial Revolution

 "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 p.12 2009) modernism which started with industrial revolution was changed lots of human human behavior and mind.when God-centerede and theocratic system was completely defeated , people tried to find different system and method for doing something. this trying was for doing better human life.when happend this things,  worker class gained some right and possibility for leisure time and activity.Afterthat showing up"everyday culture" to be found in pulp novels, the cinema, television, comics, newspaper, magazines and so on. Andreas Huyssen point out, modernism was almost consistently 'relentless in its hostility to mass culture'(1986.238)

 When Frankfurt School evalute modernism with marxists approach, they highlighted fordism effect on mass culture. Fordism was a term coined to describe Henry Ford's succes in the automobile industry, his improvement mass production methods. (Creeber p.12 2009) on the other hand, ford producted car which is fast manufactured and cheap was culture industry. Because lots of people can afford to buy this car and buying car was very common and popular for lower to upper class people.

 Post modenism  means that economic transition has taken place from a manufacturing based economy to service based economy. "Consumption and leisure now determine our experiences rather than work and production." For example company symbol and slogan  are meaning making. 'Goverments or offical ' can not do everything but companys and brand effects people with postmodernism. For instance lots of people don't know leaf represent which tree but this people know fastfood , music, technology or other brands logo easily in the current word.

Bibliography

Creeber, G and Martin R. 2009, Digital Cultures Open University Press.

Digital Cultures: Theorizing New Media.

New media, according to Creeber has such a 'complex' and 'diverse' field that it is almost impossible to conclude it with a single definition. (Creeber & Martin, 2009, p.11).

Attempting to explain New Media, Creeber talks about Modernism and Postmodernism. Modernism is the "umbrella term" which refers to how the humans "responded to the changes that took place during the industrial revolution". (Ibid, p.11).

From Creeber's book, we learn that the modernism's reaction towards modernity was contradictory - a celebratory reaction, 'Fordism'- Henry Ford's T-ford "successes in the automobile industry" and then there was the 'pessimistic' reaction, The Frankfurt School. (Ibid, p12)

  

Ford used mass production techniques, allowing cars to become 'more accessible' and 'cheaper' while being produced more rapidly. Consequently, this mass-production resulted in all his T-Fords being identical. This is where the pessimistic theorists of The Frankfurt School start their dispute -- claiming

Ford's philosophy "evident in all aspects of mass culture", meaning the production of new products are no different to the previous products. (Ibid, p12)

The Marxist theory of The Frankfurt School expresses their detestation towards the 'industrialised' products, claiming they only offer a substitute to the needs of what the mass actually needs, for example, Theodor Adorno's theory on popular music. John Reith, first director General of the BBC generally disapproves with the Marxist theory of the Frankfurt School but actually supports their claim on mass culture, he states : 

"It is ocassionally indicated to us that we are apparently setting out to give the public what we think they need -- and not what they want -- but few know what they want and very few know what they need" (cited by Briggs 1961:238)

(Creeber and martin, 2009, p13)

In contrast with modernism, Postmodernism is the phase following the industrial revolution. A post-industrial (post-fordist) economy is an "economic transition" which took place "from a manufacturing based economy to a service-based economy" which eventually lead to the "decline of heavy industry." (Ibid, p. 15)

This shift in ideology from the pessimistic view of The Frankfurt School was essentially detected by the work of Marshall McLuhan.

Creeber mentions the argument developed by critics about the "landscape of postmodernism and New Media are turning citizens of democracies into apolitical consumers,  no longer able to distinguish between the stimulated illusions of media and the harsh realities of capitalist society.." (Ibid, p20), which creates a platform for McLuhan's famous argument of 'The Medium is The Message', which is something we can clearly identify with in today's society. McLuhan's theory promotes the idea that the audiences are more influenced with how the information is presented instead of what is actually presented. Also, these critics argue that "postmodern obsessions with images over depth produces a superficial and artificial environment" where consequently, "little is taken seriously". (Ibid, p20)

REFERENCES:

• Creeber, G & Martin, R (2009) DIGITAL THEORY: Theorizing New Media