1. Beyond Internet and Mass Media Gustavo Cardoso ISCTE-IUL Lisboa ISCTE-IUL, 5th July 2010

5. Television, Radio and Newspapers, as they developed,

6. become to be known during the XX Century as Mass Media

7. and assumed the central role in the media system

8. giving rise to a new communicational paradigm.

9. That communicational paradigm, of mass communication

10. was the communicational model of industrialized societies

11. under a industrial model of development

12. and under what was coined as later modernity.

13. From Bell to Touraine and Poster to Castells

14. the role of information and communication in social change in our societies

15. has been discussed during the last forty years

16. The birth of the Internet in 1969 and the long road of forty years,

17. from laboratories and scientific appropriation to homes and businesses

18. and the generalization of personal and organizational appropriation in daily lives,

19. when combined with Mass Media,

20. how would the Internet change the Mass Media, and what could we expect?

22. Seeing Change or Our Communication in a New Communicational Model

23. Hello information, goodbye news!

25. In communication, innovation is (almost always) incremental

28. The three cultural industry narratives

32. Users as distributors

34. Open creativity or Open source of life

36. iLife with your iPhone

38. Radio’s third life

40. Television is a narrative, not a technology

42. From newspaper to news agency

44. Democracy and everyday life immersed in mediation

46. All are signs of change

47. How to make sense from them?

48. From Mass to Networked Communication

49. Networked Communication Communicational Model of the Network Society

50. Networked Communication

51. Shaped by 3 forces

52. (1)

53. Communicational Globalization Processes

54. Tiananmen Square protests of 1989

55. First by Sattelite TV

57. Latter by the Internet

58. (2)

59. What mediation ?

64. Self Mass Communication

68. multimedia interpersonal communication

70. one to many mediated communication

73. Mass Communication

75. Non mediated face to face

76. This is our communication

81. Self Mass Media + Multimedia Interpersonal Communication + One to Many Mediated Communication + Mass Communication = Networked Mediation

82. (3)

83. High Interactivity

85. Low Interactivity

87. Choice Different interactivity dimensions HIGH / LOW Communicational Environment Approach towards interactivity

89. Networked Communication

90. If it is true that we build communicational models into our societies,

91. it is equally true that they give rise to communicational paradigms that

92. format what a given media system will be

93. Do we have a new communicational paradigm ?

96. 1) Rhetoric based on moving image

98. 2) New dynamics of accessibility (ranging from availability to mobility )

100. 3) social value of user generated content

102. 4) Coexistence of multiple role models types of newscasts.

104. 5) Innovation in entertainment models But also in how do we tell our stories change in reserve (Eco) erosion of frontiers separation (Silverstone) transcendence interruption

105. Each Age has it’s own

106. predominant genres

110. Ways to say the same differently

112. Different technologies for the same purpose

115. and modes of representation (i.e.)

116. news

118. debates

121. Soap operas

126. and also different ways to

127. express the singularity of individuals i.e.

128. Popular music

131. How to write

134. How to talk (or to send messages)

137. How to share contents

140. Although those show the search for different types of order

141. and struggle for power and control over our own

142. simbolic and material space and time,

143. the media act diferently accordingly to different times and spaces.

144. Both news and entertainment have changed in their nature across time

145. Networked Communication

146. Is about mediation and networks

147. And mediation is about the role of screens, and its contents, in our communication.

148. With different “screens” we develop different interactivies.

149. “ Screens” are the product of technology, mediation processes, consumption, production and regulation.

150. Let’s think of “screens”, not technology. Think of the way in which we interact with them

151. THINK SCREENS IN BROADCAST THINK SCREENS IN SEARCH

152. BROADCAST broadcast and zapping for low interactivity practices

153. SEARCH search and browse , for high interactivity practices

154. 2 Networks of practises

155. With 2 Central Nodes

156. Networked Communication ?

157. Who builds the network? We do.

158. We are the “hypertex” that links technologies and uses

159. Pursuing personal or collective projects

162. News, Fiction, Opinion and Commercials

166. Networked Communication

167. is

168. Network building

169. between Mass Media and Multimedia Interpersonal Communication and Self Mass Media and One to Many Mediation not forgetting face to face

170. a space where

171. the “ user ” and “ audience ” meet

172. when it happens mediation changes

173. http://www.wired.com/culture/lifestyle/magazine/17-08/by_media_diet

174. our media diets change

176. media matrixes change

178. new media systems develop

179. where the “ user ” has a new central role

180. the user as distributor

183. the user as innovator

187. the user as classificator (of experience )

192. In the Aftermath? Or the Networking of a new communicational model?

193. So what is Communication today ?

194. A Remix of technology, contents and uses. a suggestion

195. A remix because in communication we are remixing the older and the new through mediation

196. a technologic remix because we are combining multiple screens in our practises

197. a content remix because on “those” screens contents are diverse and different

198. Broadcasting will still be around in some , but not in all screens.

199. Sometimes we will be

200. “ push ” audiences , that still zapp through contents in broadcasting and watch/read/listen to them

201. Other times we will be

202. “ pull ” users who, pre-choose contents, through complex and thorough search, in order to (use)watch/read/listen now or at a future given moment

203. That is: the difference between pushing the “on” button and do zapping – i.e. the phenomena that produces audiences !

204. and to access, search and browse – i.e. the phenomena that produces users !

205. can this explain what communication is today?

206. From Media to People The Media is not the Message

207. All societies are characterised by communicational models and not just informational models.

208. The three preceding models

209. in chronological order in terms of its cycles of social affirmation

210. The first model is defined as interpersonal communication. Which takes the form of the two-way exchange between two or more persons in a group.

211. The second model, which is equally deeply rooted in our societies, is one-to-many communication. where an individual sends one single message to a limited group of persons

212. A third model, with which we have less experience in historical terms, is mass communication . Where thanks to the use of specific mediation technologies, one single message can be sent to a mass of people.

215. In the 1970’s, McLuhan argued that the media were the message. — Meaning that any single medium induces behaviours, creates psychological connections, and shapes the mentality of the receiver; regardless of the content that medium transmits.

218. Castells, in turn, suggested we could think of the “ message is the media ” i.e., the media are shaped depending on the message one is trying to get across, and seeking that which best serves the message and the audience at which it is aimed. (2005)

220. Eco suggested that “ the media precede the message ” , i.e. when the technological acceleration produces multiple new channels that exist before there is content to be placed there creating a new challenge of an economic character, thus rendering transmission feasible without having equated what is to be transmitted (2002)

222. Should we discuss if networked communication introduces a third dimension into the dialectic between media and message?

223. In the network, whatever the media chosen, if the message is not the most appropriate, for a given group, it will be remixed by the people.

224. “ the people is the message” vs . “ the media is the message” ?

229. the people is the message ? Gustavo Cardoso, 2010