final class - 2013.pptx

8/13/2019 Final Class - 2013.pptx

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Conclusion: What culture are we

converging towards?



Convergence Culture

It’s not just content and technology that have

changed.

It’s not just the medium that has changed, or

the means of distribution.

WE HAVE CHANGED.

THE CULTURE OF COMMUNICATION HASCHANGED.



What do we mean by

culture?

We mean the way the worldis experienced and shared

and understood.



Media convergence

What are some of

the positive

changes?



Media convergence

1) consumers no longer dependent on the

cultural products of big media businesses

2) more pluralism, more diversity, more grass

roots creative power

3) culture is made both by experts and non-

experts

4) It’s all available on demand, in any place, at

any time, and on essentially any device



Convergence culture

What is one of the major

defining changesbrought about by media

convergence?



AUDIENCES

CREATIVE

AUDIENCES



Audiences have changed



Audiences have changed

Audiences can REACT andINTERACT

Audiences can write, film,edit and PUBLISH

Audiences can DISTRIBUTE



One conclusion about media

convergence:

Audiences are no longer

captive, they areinteractive and active

Communication has becomedemocratized



Is media convergence empowering?

Henry Jenkins is a preacher of the positive

power of media convergence:

http://www.youtube.com/watch?v=ibJaqXVaOaI

&feature=player_embedded



Convergence culture = good

For Jenkins, CONVERGENCE

CULTURE is empowering,diverse, rich and equal

opportunity.



Can there be too much equality?

Does the discussion in the

teenager’s bedroom = thediscussion in the Viacom

boardroom?




“The most popular Internet searches

on Russian search engines are not for

‘what is democracy?’ or ‘how toprotect human rights’ but for ‘what

is love?’ and ‘how to lose weight.’”

Evgeny Morozov in The Net Delusion




“The Internet is creating anegalitarian antidemocracy in which

the strongest inhumanity trampleson the most eloquent rationalityand decency.”

Lee Siegel, Against the Machine: How the Web Is ReshapingCulture and Commerce— and Why It Matters.



Can there be too much freedom?

Polygamy may be illegal in Turkey,

but that doesn’t stop Turkish

villagers from using the Internetto find multiple wives.

Source: Evgeny Morozov, The Net Delusion




Mexican crime gangs use social

networking sites to gather

information about their victims.

Source: Evgeny Morozov, The Net Delusion




Destructive and

repressive forces canuse the same tools for

their own ends and justas successfully



Other dangers:

MASSSELF-COMMUNICATION



Other dangers: PRIVACY

• private data being distributed andexploitable

• your name, your pictures, your personalinformation being uploaded, watched,used

• your location being known and surveilled

• cyber-bulling: teenagers by peers,dissidents by governments



Other dangers: REPUTATION

Companies and brands fear

losing control of the

message, being judged

without a trial, beinglynched on the Internet



An example: Chanel and Brad Pitt

http://www.youtube.com/

watch?v=mGs4CjeJiJQ

http://www.youtube.com/watch?v=mGs4CjeJiJQ






Chanel, Brad Pitt, the result:

The top two comments on Brad Pitt’s Chanel N 5

ad are:

"Nothing he is saying means anything"

and "Go home, Brad Pitt, you're drunk. "

http://www.youtube.com/watch?v=_6sw_-ewTNM



And what about

RELATIONSHIPS in thisconvergence culture?



Convergence relationships:

• Relationship to the media

• Communication with each other

• Our image of ourselves: who are we

vs. Who do we construct and

broadcast?



An example: teaching



An example: listening to live music



And what about the

CONTENT in thisconvergence culture?



An example: the Journatic scandal



CONCLUSION

The POTENTIAL of the

internet and media

convergence is not

necessarily equal to itsPRODUCTS



CONCLUSION

Ultimately we don’t know or have any

way of controlling what is being done

with the information that IS outthere about ourselves. But what we

CAN control is what information we

PUT out there. You have the powerof CURATION.



CONCLUSION

SO TAKE THE POWER OF

CURATION SERIOUSLYAND MAKE YOUR

CHOICES WISELY

final class - 2013.pptx

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