Overview/Reflection
of Class
Understanding
New Media is a course where the class consciously became absorbed in the media
and how it has an unconscious control over society. This class explores how
society communicates in these different media environments and how this
communication has changed from earlier interactions. Also, in the class, the
way people create different identities online oppose to reality have been
examined. Overall, the class galvanizes one to make a conscious effort to
understand how human operate within media environments. Also, this course
propels students to explore how the recurring new media works. This paper will
discuss “new media” and old media as it has evolved. Additionally, the paper
will dissect a few different old and new media, such as social media, digital
media, television, radio, and Internet.
Introduction to Older Media
& New Media
“New
media” references digital media that are interactive, implement two-way
communication and involve some form of computing (Logan 5). “New media”
consists of social media, such as Twitter, FaceBook, Instagram, etc. “New media” is also described as having
the ability to combine text, audio, digital video, interactive multimedia,
virtual reality, the web, email, chat, cell phone, etc. Another definition of
“new media” is a new cultural form, which are native to computers or rely on
computers for distribution: websites, human-computer interface, virtual worlds,
multimedia, computer games, computer animation, digital video, special effects
in cinema and net films, and interactive computer installations (Logan 5). This
definition is most fitting, considering that “new media” has become a new
culture, which society has become consumed within. Accepted individuals in
society must conform to this new culture, or it is likely they will be left
behind. Even older generations, who were not initially raised with or
accustomed to these “new media,” are doing what they can to learn.
These
“new media” are works that society is constantly interacting with throughout almost
every moment of the day. There seems to be a consistent pattern between the
older media and “new media” interactions. Older media refers to radio,
television, and the telephone. Society was fascinated by how older media works when
it was most prevalent. Society wanted to indulge in older media when it was the
“new” technology. As society knows it, one cannot go maybe even a few minutes
without using new media. However, the old media that society once loved is the
very basis of the new media today. When old media was popular there, was a
passive interaction from its users, but with “new media” users are active
producers of content and information. “New media” has activated control, in
which the users have always yearned for. Users make the most of this capacity
of control and begin to participate in the constant production of new “new
media.”
Media Ecology
Media
ecology is the study of media as environments, which brings our minds to a new
state of consciousness as different media work to support one another. (McLuhan
1977, Ong 1977, Postman 1970, Strate 2006). The study of media ecology
encourages a heightened sense of awareness of the influx of media that
surrounds us. In this analysis of media ecology and “new media,” I will connect
the theories and ideologies surrounding these fields of study. Media ecology
connects all communication and information processing of data and retrieval and
is not only focused on media, but also technology. A media environment consists
of humans interacting and communicating within different media environments. Media
ecology and “new media” go hand in hand, because society is constantly in these
media environments where people are participating mostly within “new media.”
Understanding media ecology enables one to be aware of how new media affect us.
Terminal Time
Terminal time defines cultural contexts and how it defines
our history. Society is used to being in roles as spectators at presentations,
such as movies, or even when one is home watching television. Society is used
to being entertained, so this side of the interaction is expected. Spectators
are meant to experience the medium, as they are conscious of the actual
interface. Two perspectives or roles are looking through the screen of the
production. Through each of these roles, we incorporate our beliefs and
prejudices to every media. It is human nature to have certain biases and our
own beliefs. Interaction with digital media changes along the course of each
media. The way society participates in certain media depends upon the actual
production or interface. Society consciously becomes consumed in either of
these phenomena. The example of society being consumed in the interface of the
voting booth, made the interaction of a specific interface apparent. The
intersection of virtual versus physical activity with different media is quite
interesting and society participates on a daily basis.
McLuhan’s Methodology
Marshall
McLuhan is a scholar in the fields of media ecology and “new media.” McLuhan
made predictions and theories early on about media and how it would evolve and
the older media will die out. For example, McLuhan alleges, “Today we are beginning to notice that
the new media are not just mechanical gimmicks for creating worlds of illusion,
but new languages with new and unique powers of expression.” (1957, 272; Logan
13). McLuhan believes that old media and “new media” are one in the same and
that the only difference is time. Society loved old media at one time, until
the old media allowed for evolution and recreation. “New media” is merely
modern day old media.
Remediation
is the representation of one medium in another, which is the defining
characteristic of digital media. How does one differentiate between “new media”
and old media? McLuhan was unsurprisingly the first to view the content of a
new medium, which some of the content characterized new media. Although
different scholars make comments towards separating new and old media, it is
sometimes still unclear.
McLuhan
identified the symbolism behind the medium environments as an explanation of
how our technological society decodes information produced by the media.
McLuhan illuminated that it is not the environment itself that describes society,
but how our society interprets the environment that explains how numb we have
subconsciously become.
The
differences between “new media” and old media are quite ambiguous, as it seems.
However, some major distinctions have been identified. Older media is mass
media and “new media” has few exceptions to that; i.e. the Internet. One may
identify the Internet as a two communication, but there are many areas of the Internet
that have minimal interaction. Old media can be regarded as passive media and “new
media” could be referred to as “self-accessed” interactive media.
Social Media
Social
Media is a world where its consumers become the context or the producer. The
consumer essentially runs these virtual worlds and it creates a culture in
which we all soon must learn. The amount of time consumers are spending on
these social networks could be deemed as a full time job. Objectively, these
consumers work for these networks for free, wit minimal benefits. The figure below breaks down the world
of social media into different sub groups in which the consumer can choose its
next “job title.” This social media landscape is broken down into separate sub
groups which are, Social Games, Virtual World, Livecast, Microblog, Social Networks,
Discuss, Share, and Publish. These are all “occupations” that consumers have
full control of becoming. This amount of power at the consumer’s fingertips has
many pitfalls and many triumphs. However; finding an impervious record within
social media is hard to obtain.
Facebook
Facebook
is a social networking site that began in 2004. Many indulge in this network
for hours daily. “If Facebook were a nation, it would be the World’s third
largest behind China and India” (Levinson 13). This fact gives one an idea of
how the population of users is on this site. Levinson discussed appeal of
friends and online friendships. On Facebook, one can only have up to five
thousand friends. This is the first aspect that sets online friends aside from
reality. Obviously, there are no restrictions on how many friends one can have
outside of virtual life. On average, consumers interact with about 20 of their
Facebook “friends.” Between all of the friends consumers have on Facebook, they
may only know about five percent of them, yet consumers consider all of these
people on their friends list “friends.” Facebook friendships are usually based
on similar interests between Facebook users. The only relationship that follows
into offline relationships are these interests. However, will reliant Facebook
friends get in contact or meet up in person? It is very unlikely that online
friendships will not extend outside of the virtual realm of Facebook.
Twitter
Twitter
is a social networking and blogging site, where users interact through 140
character messages, which are called “tweets.” Twitter clearly separates from
reality by restricting how many characters can be produced in each message.
This restriction takes away the beauty of orality, because there are no
limitations on what the messages of users. Twitter is a current phenomenon that
encourages users to tell everyone where they are and what they are doing from
anywhere. Therefore, if one wants everyone to know every move and decisions
they make in their life, Twitter may be the social networking service of their
choice. Twitter is easily accessible to anyone who wants to use the site. Many
can network on twitter or follow the life of anyone they choose. Twitter’s
instantaneous speed keeps users absorbed in tweeting throughout their day.
Although, Twitter seems like today’s best past time, Twitter is known for
getting a lot of users in trouble for their impulsive tweets. How can one save
themselves when they are in trouble on Twitter? Users are free to delete any of
their tweets, however when other users re-tweet (i.e. re–posting someone else’s
twitter message) ones tweets, the damage is done. All users should be careful
and responsible when they tweet.
Blogs
A
blog is a personal website, which allows users to record opinions or
information related to their specific theme of the blog. Bloggers are often referred
to as citizen journalists (Levinson 81). If a person can read or write, then they
have the ability to be a blogger. Today, there are more readers and followers
of blogs than there are writers. However, blogging gives the user full control
and opportunity to convey their personal message. There normally are not any
character restrictions, or limit on who can subscribe or post to a blog, which
is essential to the growth of blogs. The different blog sites vary in function
and layout. Blogs challenge users to be creative, and it takes a special user
to truly use blogs effectively.
These
three media outlets are considered “new media,” because of the interaction that
users are able to engage in. New media is often viewed as the user having full
control, but Facebook and Twitter each have a major restriction on the sites. As
aforementioned, Facebook restricts the number of friends a user can have, and
Twitter restricts the number of characters one can have in each message. This
raises a question about how much control these sites really want their users to
have. Both of these restrictions are the main functions of these sites, and it
is questionable as to why these restrictions are in place. It seems that these
owners of these websites do not have an immense amount of control over what
happens on each of these websites. Twitter’s restriction of characters translates
a restriction of expression or speech.
Blogs, on the other hand, are a place where the restrictions are absent
on the user’s expression. “New media” has a wide range of different networks
that fall within this category, and that range is still evolving.
Television
Television
is a system, which transmits images and sounds. Television has evolved
tremendously over the years and has many different purposes. However,
television does not allow one to interact, but rather be consumed in the
entertainment being displayed. Logan recognizes television as an “old media,”
and Postman focuses on how television’s entertainment controls society. In
Postman’s book Amusing Ourselves to Death,
his argument explored the impact of television media on society. Society is a
product of a media and entertainment consumed society. Postman predicted that
discourse would be limited, because of people’s focus on entertainment. He also
stated that we are a television-focused society, and television affects how we
live “off the screen.” Television programs impact our minds tremendously. Television
media creates biases that are eventually embedded into our minds.
Technology, entertainment, and media are
responsible for diluting the importance of communicating with one another.
Because of the biases created and maintained by media, communicating with other
people has become less important for society. People form opinions, make
judgments, and create stereotypes that disable us from effectively serving our communicative
purpose in life. This influence is very consistent. For example, most well
liked women on television are thin with long (usually blonde) hair. Moreover,
since young girls constantly see this, they are subject to believe that being
thin and having long (blonde) hair are required to be well liked. This is just
a simple example of the many influences of television media. Postman alleges
that the only way to prevent television from consuming us is to be aware of its
negative effects, and to control how much television we consume. Our culture
has become consumed in the media, and it has begun to control society in a
negative way. Although most see technology and media as essential, it has
impacted individuals’ ideologies and theories.
Postman predicted these issues early in
the 1980’s and his predictions were correct. Society is currently suffering the
consequences of the effects of media and entertainment. Society is truly
“amusing ourselves to death,” i.e. the death of communication.
Radio
Radio is also an old media that has
recorded music and spoken word. There is limited interaction on this kind of
medium. Radio is another media where society is merely entertained. Because of
“new media,” society can access radio in three separate ways, which are by
satellite, podcast, or online radio. The only control a listener has with radio
is a choice of their specific station they listen to, which matches their own
interests in genre.
Internet
Internet was named an old media by Logan
(235). The Internet is composed of a variety of telecommunications and
computing that receives and transmits information within different media
environments (Logan 235). The Internet is seemingly both an old and “new medium,”
but the many websites on the Internet that lack interaction keeps this medium
in the “old media” category. The Internet is an essential aspect of modern life,
because it can be accessed for anything that one may desire. For example, one
can complete almost anything on the Internet, such as buying a car, house,
clothes, books, etc., the Internet is a media environment that enables one to
tap into a world of endless possibility.
The Importance of Old and
New Media
Old
media and “new media” are essential to society, because they have become apart
of a new technological culture that is inevitable to experience. Whether old or
new, these different media environments must be sustained, and they continue to
evolve. Society’s sustainability relies on different media environments, as
this is the new cultural environment we have become consumed in. Every moment
of the day one is consumed in at least one media environment. These
environments encourage innovation. It is significant to dissect the aspects of
old and new media, because of the major impact on modern culture. Viewing old
and new media critically can enable scholars to, like McLuhan, predict the
outcome of society and its indulgence in media, technology, and
entertainment.
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De
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Last, F. M. (Year Published) Book.
City, State: Publisher.
Levinson, P. (2012). New New Media. New York:
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Logan,
R. (2010). Understanding New Media; Extending Marshall McLuhan. New York: Peter
Lang Publishing.
