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