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The Medium is the Message I: trajectories of convergence [BCM112]

Trajectories of convergence
by

Dr Teodor Mitew

on 26 March 2017

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Transcript of The Medium is the Message I: trajectories of convergence [BCM112]

messages
new
the papyrus scroll
audiences
'The medium is the message'
Marshall McLuhan, Understanding Media (1964)
the internet
eliminates
the cost of entry

for content production
high cost of
high risk
strict quality
high cost
content production and distribution
costs are
minimal
substantial
cost
associated with production, distribution, and consumption of content
dead media
old media platforms
media content
case2:
the vinyl
the medium mutates
Gary Brolsma uploads video in December 2004
in
direct confrontation
with
the content industries
sequential access
random access
the web
hyper-access
scarcity
plenitude
the case of
the codex
a business model based on exploiting
a media platform enabling
case 1:
the cassette tape
the CD
a.k.a. the book
hypertext
co-existence
the mp3
the printed book
the web
consumption cost is
zero
vs
Dragostea Din Tei
more than
700 million
views by December 2006
Band: O-Zone
when is the last time you
bought a cd
?
the old medium lives embedded in a new platform
digital
industries
audiences
from analog to
flow of content
across platforms
trajectories of convergence
#BCM112
technologies
passive
active
consuming
producing
consumers
content
only
sharing
consuming
consume
produce
content
channels
control
!
flow of
multiple
the people formerly known as
the audience
Jay Rosen
convergence is a nonlinear process
convergence
convergence refers to a process, not an endpoint
Henry Jenkins, 'Worship at the altar of convergence,' p. 16
By convergence I mean the flow of content across multiple
media platforms
, the cooperation between multiple
media industries
, and the migratory behaviour of
media audiences
.

Henry Jenkins, 'Worship at the altar of convergence,' p.2
writing
media
new media platforms
new types of writing
new ways of reading
media
platforms
media
messages
and
the changes
medium
message
content may be superficially similar but there is a
revolution
between the mp3 and the cassette
cassette =
sequential
access
mp3 =
random
access
migrates
what happens to
content
media
the formatting role of
cost
production
risk of failure
consumption
cost acts as
filter
quality control
distribution limit
cost
of
production
quality
distribution
leads to concentration of ownership
content industry
concentration of ownership
consider
of production
the printed book
consider
the printed book
consider
of failure
the printed book
consider
filter
of consumption
the printed book
consider
logic of the
content industry
consider
cost of
entry
low cost of
of production
cost of
entry
zero
low risk
of failure
the web
consider
the web
consider
of consumption
low cost of
the web
consider
filter
no quality
the web
consider
new affordances
industry
consider the
consider
Guo Mei Mei - Singapore
Gary Brolsma - Numa Numa Song
thank you
questions
?
trajectories of
convergence
content
think smartphones
from
to
makers, users, participants
how to manage the
across
maintaining
the content of a medium in almost all cases, is another distinct medium in itself
Mark Federman
for McLuhan a
medium
is any extension of ourselves
for McLuhan a
message
is the change of scale, pace or pattern of behavior
"The medium is the message" tells us that
noticing change

in our societal or cultural ground conditions
indicates the presence of a new message, that is,
the effects of a new medium
.
Mark Federman
think of the radio
how does it format behavior
?
to
from paradigm based on
?
the scroll permits only
media
the book format permits
the web permits
consider
what happened?
for a while there was
what happened?
what happened?
sometimes however
live
die
mutate
reincarnate
=
cost of
entry
cost of
entry
zero
case:
2004
Country: Moldova
The Medium is the Message
think of this example:
Millions of Facebook users have no idea they’re using the internet
http://qz.com/333313/t/157638
what is the
message
here?
what kind of
writing
fits sequential access reading?
what kind of
writing
fits random access reading?
what kind of content formats appear with
hyper-access
?
new limitations
what are the
affordances
of papyrus as medium?
what are the
affordances
of the codex as medium?
what is the message of this medium?
what is the message of this medium?
what is the message of this medium?
Listening to a baseball game, New York, 1922
what is the message of this medium?
Nuremberg rally, 1934
The personal and social
consequences
of any medium - that is, of any extension of ourselves -
result from the new scale
that is introduced into our affairs by each extension of ourselves, or by any new technology.
Marshall McLuhan
Understanding Media (1964), p.1
what is the message of this medium?
convergence
medium = message
funny videos
shift
its effects are emergent, scalable, unpredictable
media as product
media as conversation
aggregate
curate
1
2
a change in the medium is
always a change in scale
3
4
5
where is the change of scale?
what is the message of this medium?
August Landmesser, Hamburg rally, 1936
what is the message of this medium?
Indonesians surveyed by Galpaya told her that they didn’t use the internet. But in focus groups, they would talk enthusiastically about how much time they spent on Facebook. “
It seemed that in their minds, the Internet did not exist; only Facebook
,” he concluded.
YouTube started in February 2005
Nightcore - When You Leave (Numa Numa)
this is how a
paradigm shift
looks like
consume
produce
aggregate
curate
Full transcript