7 - The Future

Fragmentation of audiences

break up mass audience

however, the audience concept still there (watching something as social event)

groups emerge

Globalisation; international reach due to

technical advancements

colonisation

diplomacy and trade

expansion of telecomm

commercial enterprise

Cultural effect of global media

cultural traits rather than proximity

cultural homogenisation? recognising cultural themes in world

shared identity

Four predictions

A New Fourth Estate

A new governance system

Cultural Globalisation

A new powerful media paradigm

Two opposing predictions

Media Tribalisation

Global Village

only connected to our group

groups not connected --> problems in society

breakup of society

from core-periphery model to break up model --> less in common

Core-periphery model:

  • one big mass audience
  • much in common

homogenisation of content

less cultural misunderstanding

closer together, e.g. by language

people share values all over the world

from core-periphery model to pluralism

media tribe: group is created and strengthened by media content

A new Fourth Estate

New Mediated Democracy (political perspective)

Data autocracy

Opposing models:

  • MT: we are driving away from each other
  • GV: we are getting closer

Common Carrier Model

Complex System Dynamic

powerful elite (government) own media structure

we think we live in free ML but controlled

control data flow

system is so complex

therefore, little transparency

transparency impossible

societal impact hard to predict

new media > new channels > new pathways to connect with each other

democracy not possible without mass media

new function of ML in political landscape

direct democracy

Differences
DA suggests that the media landscape will be controlled by a few powerful parties, the CCM suggests that we might think we live in a free ML but the elite (the government) controls the data flow and according to the CSD transparency will be impossible because the system is so complex, our data is controlled but we don't know by whom.


This is opposing to the MD which suggests that new channels make it easier to connect with each other and thus, there will be an open democracy meaning that everyone directly participates in the democracy.

A new governance system

Value ethics

Media accountability
= (in)voluntary process by which media answer (in)directly for the quality of publication

Levels of culture (Schein)

Normative theories are based on ethics (ethos)

good people, who hold true to their values automatically do good things

value prioritisation differs from person to person

what is ok behaviour <-- norms

artifacts

why is this ok behaviour <-- assumptions

Frame of accountability

something is good when outcome is good for those involved <-- Consequentialism

something is good, when outcome for most people is good <-- Utilism

without accountability, no need to be ethical

frame of reference within which expectations of responsibility arise and claims are expressed

law and regulation

professional responsibility

financial/market

public responsibility

Beliefs do not oppose each other
Merge: value-driven system with accountability system

  • codes of ethic for ethical guidance for media
  • differ per country and professional group
  • system of self-governance relies on adherence of media
    -
    Possible future governance
  • legalise codes of ethic
  • enforce media to adhere to code (give advantages to those how adhere)

A new powerful media paradigm

Cultural hegemony - Birmingham School

The re-invention of man - Toronto School

we are programmed by popculture:

Opposing (Fiske): popularity is indicator of cultural quality, our values are present in content

popculture communicates the dominant cultural framework <-- Cultural Hegemony

who is in power, what are the rules <-- frame work

culture influenced by medium charac. rather than content

medium has own charac. imbed themselves in experience

the medium is the message

changes so integrated in our lives, we change as human beings

Gutenburg Galaxy: we live in a different way because we communicate differently