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MEDIA & PERUBAHAN SOSIAL Pertemuan 3

MEDIA & PERUBAHAN SOSIAL Pertemuan 3. Matakuliah : Sosiologi Komunikasi Massa Tahun : 2009/2010. Consider the historical development of the contemporary media Examine the inter-relationships between media technologies and processes of social change

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MEDIA & PERUBAHAN SOSIAL Pertemuan 3

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  1. MEDIA & PERUBAHAN SOSIALPertemuan 3 Matakuliah : Sosiologi Komunikasi Massa Tahun : 2009/2010

  2. Consider the historical development of the contemporary media Examine the inter-relationships between media technologies and processes of social change Introduce contrasting theoretical accounts of this relationship ‘Medium is the message’ or media as cultural technology Bina Nusantara University 3

  3. Why study the media? • The media has a constitutive role in modern societies. • ‘the use of communication media involves the creation of new forms of action and interaction, new kinds of social relationship and new ways of relating to others and oneself’ (John B. Thompson: The Media and Modernity)

  4. Defining the media media (noun, pl. medium); meedja C16th – a middle course, a compromise, moderation C17th – ‘any intervening substance through which impressions are conveyed to the senses’ C18th – ‘a means of circulation or exchange’ C20th – ‘the medium is the message’ (Mcluhan) Present - the institutions, practices and products of electronic broadcasting, printed magazines and newspapers which address mass audiences Future - ? From New Keywords: A revised vocabulary of culture and society, Bennett et. al 2005.

  5. Media & Social Change Does media influence society? Does society influence the media?

  6. A Typical Japanese teenager? • Kawaii • Ganguro • Fruits • Otaku • Others – e.g., kogal Fringe? Fad? or Foretaste of the future? Bina Nusantara University 7

  7. FRUITS – the street fashion image featuring outrageous combinations of color and form which challenges all traditional concepts of coordination, symmetry, and style Bina Nusantara University 8

  8. FRUITS! Bina Nusantara University 9

  9. FRUITS A street fashion fad? Nothing more than the product of a shrewd marketing strategy? Youth’s expression rebellion against tradition? A symptom of broader changes in identity? Bina Nusantara University 10

  10. ELEMENTS OF SIMILARITY AND/OR DIFFERENCES BETWEEN JAPANESE AND AMERICAN TEENAGERS’ IDENTITY AS REFLECTED IN MEDIA IMAGES • Television commercials • Movies • Print ads • DIRECTION OF INFLUENCE • Western influence – American images in Japanese media • Eastern influence – Kawaii, Fruits, and Otaku in the U.S. Bina Nusantara University 11

  11. How much media exposure does the Japanese audience have? Japan Media Review Statistics, June 24, 2004: • 126.9M people, 100M TV sets, 120.5M radios, 73M mobile phones, 99% literacy rate • 86% read a newspaper daily, down from 91% fifteen years ago • Japan’s 49M households bought about 47M newspaper subscriptions in 2003 • The Japanese spend about 21 minutes/day on average reading the newspaper • Only 29% of the Japanese believe that “mass media generally reports the truth” • 40% of the Japanese watch TV more than 4 hours/day  Some 20% of the Japanese feel “uneasy without the TV on” Bina Nusantara University 12

  12. MEDIA PRESENCE (degree of pervasiveness, ease of access, • type of media, etc.) • validates and reifies group identity • variations in types of access, cross-over to other communication channels (e.g., from print to television, to interpersonal interactions Bina Nusantara University 13

  13. Approaches to the media Image/Text Institution/ Producer/ Industry Audience/Consumer/ Fan/Viewer

  14. Image/Text • Media re-presents the social world • Representation is a process or expression of power, of myth-making (Barthes). • Media messages need ‘de-coding’, ‘deconstructing’ • But, who decodes, and why should we believe them?

  15. Institution/Producer/Industry • Who owns/controls the media, and what is their influence on media products? • Media industries, conglomeration, control and ‘the means of mental production’ (Marx) • Media ownership, bias and ‘the public sphere’ • Do you believe all you’re told? Who does?

  16. Audience/consumer/viewer/fan • Passive receptors? • Use and negotiate with texts as part of daily life • Active creators?

  17. ‘Political Economy’ The Frankfurt School Mass Media and Mass society Media as Propaganda/culture as ideology ‘Communication’ Political Communication/Social Psychology Effects Uses and Gratifications ‘Cultural Studies’ Texts and audiences Marxism, feminism Media use and everyday life Traditions in media/cultural studies

  18. A Sociological approach History From Gutenberg to the Internet Theory Marx, Weber, Durkheim New traditions of media theory Evidence Textual analysis Audience studies Industry analysis

  19. The Media: A Historical Journey? Printing • 1440- Gutenberg Printing Press • 1550-1650 News periodicals grow in popularity in Europe – ‘the public sphere’ (Habermas) • 1800s Invention of the rotary press, abolition of taxes on newspapers Bina Nusantara University 20

  20. Telecommunication • 1753-1837 development of telegraphy • 1858 – transatlantic cable laid • 1870s – beginning of the telephone network • 1979 – first commercial mobile phone network ‘revolutionised business practice, gave rise to new forms of crime, and inundated its users with a deluge of information. Romance blossomed over the wires. Secret codes were devised by some and cracked by others. The benefits were relentlessly hyped by the advocates an dismissed by the sceptics, whilst governments and regulators tried and failed to control the new medium’ Standage, T, The Victorian Internet

  21. The Moving Image • 17th century – ‘magic lantern’ • 1826 – ‘wheel of life’ motion pictures • 1895 Arrival of a Train at a Station • 1920-1930 Invention of television • 1952 – Queen’s coronation

  22. Fixation Information storage and retrieval Space/Time Distance Anderson, Mcluhan Reproduction Commodification Benjamin Skills, Knowledge, Abilities Encoding/Decoding Technical Media (from Thompson 1991)

  23. Theoretical Perspective: Marshall McLuhan • Canadian academic • ‘Gutenberg Galaxy, The Medium is the Massage’ • Media and sensory perception • Media and time/space

  24. Hot media • ‘Hot media do not leave so much to be filled in or completed by the audience’ (1994: 23) • ‘Print is the technology of individualism’ (McLuhan 1962: 158) • Books, films are hot

  25. Cool Media • ‘Speech is a cool medium of low definition, because so little is given and so much has to be filled in by the listener • Phones, TV, the internet are ‘cool’’ • TV ‘depth participation’

  26. Mcluhan Oral culture – The village Print cultures – The nation; ‘hot’ Media cultures (TV & Radio) – ‘the global village’; ‘cool’

  27. Theoretical Perspectives Raymond Williams • Welsh Marxist • Key figure in British social theory – particularly Cultural Studies tradition • Long Revolution, Culture and Society, Television: Technology and Cultural Form

  28. Technological Determinism Television was invented as a result of scientific and technical research…. Its power as a medium of news and entertainment was then so great it altered all preceding media Its power as a medium of social communication was then so great it altered many of our institutions and forms of social relationships Its inherent properties altered our basic perceptions of reality It, along with other newly invented technologies, altered the scale and form of our societies It had unforeseen consequences on some of the central processes of family, cultural and social life Symptomatic Technology Television, discovered as a possibility by scientific and technical research… Was selected for investment and development to meet the needs of a new kind of society in the provision of centralised entertainment, formation of opinion and styles of behaviour Was selected for investment and promotion as a new and profitable phase of a domestic consumer economy Television became available as a result of scientific and technical research and its character and uses…. Exploited and emphasised elements of passivity, which television organised and came to represent Served and exploited the needs of a new kind of large-scale and complex but atomised society. Cause or effect?

  29. State, or military concerns New Technologies, New Cultural Forms Commercial imperatives Technical innovation and invention Cultural technology

  30. Conclusions: Summarising the approach in Media Sociology Recognition of the central, constitutive, role of the media in contemporary societies The media is not a monolith Texts, institutions and audiences Traditions of research (political economy, communication, cultural studies A sociological approach: history, theory, evidence Bina Nusantara University 31

  31. Conclusions • Media history – and particularly the history of the media industries - is significant for understanding the contemporary experience of the media • Distance, reproducibility, fixation, skills • Form (medium) is as important as content (message) (Mcluhan) • Suspicion of ‘technological determinism’ Williams • Complexities of change, recognition of continuities

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