Digital Cultures

To study and understand new media we need to look at the series of events, technologies and cultural conditions which gave rise to it. Creeber, in his work 'Digital Cultures' discusses modernism and post-modernism in relation to old and new media. Modernism refers to 'the way that human society responded to the changes that took place during the industrial revolution.'(Creeber, 2009, P.11)

Industrialisation was not perceived well with many modernists as they seen it 'as the enemy of free thought and individuality, producing an essentially cold and soulless universe.' (Creeber, 2009, P12) Industrialisation benefited Henry Ford who invented the assembly line which enabled the quick and easy mass-production of his car models. The famous Frankfurt School were a group of German Marxists who 'were struck how American mass culture shared many similarities of mass production.. they liked to perceive the media as a standardised product of industrialisation.' (Creeber, 2009, P12) The Frankfurt School linked Henry Ford's idea of cheap and speedy mass-production of  cars to the media, as television shows, radio programmes and magazines, like Ford's cars, were all identical. 'Instead of stimulating audiences, these media 'products' were designed to keep the masses deluded in their oppression by offering a form of ... standardised culture.' (Creeber, 2009, P.13)

This mass-produced media lead to audiences being passive, taking in everything the media was serving to them and not thinking or acting for themselves. Reith famously wrote, '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.' (Creeber, 2009, P.13) This theory can be identified as the Hypodermic Needle Model. This is the idea that audiences are 'injected' with ideologies and beliefs from the media and they do not think for themselves.

After modernism came post-modernism which looks at the changes that took place after the industrial revolution. 'A post-industrial economy is one in which an economic transition has taken place from a manufacturing-based economy to a service-based economy.' (Creeber, 2009, P13) Marshall McLuhan's work looks at 'the power of new media to enhance an audience's interactivity with electronic information as a whole.' (Creeber, 2009, P15) So now instead of just watching television, audience members can actively participate and get involved. This is new media and interactivity. McLuhan highlights that through interactivity audience members transform from 'voyeurs to participants.' (Creeber, 2009, P.15) If we think of shows such as X-Factor, on the live shows Tweets are read out from audience members giving their opinion of the contestants. Afterwards on 'The X-tra Factor' audiences can get even more involved by ringing in and asking questions to their favourite acts.

BOOKS:
Creeber. G. (2009) 'Digital Theory: Theorising New Media' & Cubitt. D. (2009) 'Case Study, Digital Aesthetics' in Ed. Creeder. G. & Royston. M. (2009) 'Digital Cultures: Understanding New Media' Maidenstone, Open University Press

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.