Conceptualising Cultural Environments

1. Conceptualising Cultural Environments Lecture Seven: the media generation

2. Defining Media The term ‘media’ was first used in the 1920s The ‘mass media’ refers to media technologies which can collectively reach mass audiences Initially this referred only to the print press Cinema became popular from around 1900 (not just films!) Radio from 1910 Television from the 1950s The internet from around 1990 Mobile phones from around 2000

3. The Media Generation In the past we did not have instant access to information We now expect to have information at our fingertips We also expect to be able to communicate with people instantly Can you imagine a life without your mobile phone?? How do you communicate with your friends? It’s only 9am but what have you done this morning?

4. Mobile Technology If I took your mobile phone off you for a day how would you feel? We are increasingly reliant on mobile technology in our everyday lives What did we do before mobile phones!? Mobile phones are no longer just for phoning/texting We are constantly available – is this a good thing?

5. Social Networking Most of us belong to at least one form of social network Social networks have dramatically changed the way in which we communicate Think about what we use social networks for… http://www.youtube.com/watch?v=NhPgUcjGQAw How can businesses use social networking?

6. Netiquette When we text or communicate online, do we speak to write? Or do we do something else entirely? Not as formal as writing, but lacks the intonation and facial expression of speech Is the way in which we communicate online becoming increasingly part of how we communicate more generally? Does this new mode of communication require new rules or norms of behaviour?

7. Creating Identity Think about how you use social networks How do you represent yourself? Is this a true reflection of who you actually are? What are the pros and cons of social networks? Has social networking taken over our lives? http://www.youtube.com/watch?v=8UouP8cRYZ8

8. Read All About It? The ways in which we consume news and information are changing In your opinion what are the key news stories affecting the world at the moment? We have access to more information than ever via the internet but do we actually make the most of this? Ironically, the internet can curtail our access to information as it allows us to pick and choose what we look at As such do we choose to ignore things that we do not want to see?

9. The Sign Economy It has been suggested that we live in a society where signs and symbols are increasingly important Baudrillard (1983) suggested that life has become hyper-real – we do not know what is real and what is not Do we question what we are told by the media? We may access different sources of information which tell us completely different things…

10. Headline News • Compare the following headlines which relate to an anti-capitalist demonstration • The Sun • “May Day Mobs Cause Mayhem” • The Guardian • “The Thick Blue Line – police trap for protestors: massive presence contains demonstrators” • The Independent • “London Brought to a Standstill as Clashes Between Police and Demonstrators Leave 50 Injured”

11. Images…

12. De-sensitisation and Detachment Baudrillard (1991) went on to suggest that because we are so bombarded by signs we have become detached and de-sensitised to real life He questionned whether the Gulf War actually happened…. Live Aid http://www.youtube.com/watch?v=fZG3ZLQ4MO8

13. Celebrity Influence? The notion of celebrity has changed considerably in recent times Growth of ‘reality’ tv As Andy Warhol predicted ‘everyone has their 15 minutes of fame’ Who are the people who most influence you? Think about who they are, what they stand for, etc

14. So, while the media offers us immeasurable freedom we could argue that we are more controlled than ever…. Remember, Big Brother is watching you…