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The New Word of Mouth Culture:

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P David Marshall

on 30 October 2017

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Transcript of The New Word of Mouth Culture:

The New Word of Mouth Culture:
Pandemic Fame/Persona/Rumour/Reputation and the production of contemporary instability
Lecture delivered October 2017 at the Centre for Digital Media, Vancouver BC Canada
Defining pandemic (OED)
pan- "herder of flocks" - god
demic - "characteristic of the people"
"over a very large area"
"across cultures"
"of or relating to physical or sensual love"
"of a disease outbreak"
The pandemic Mediatization of the self .... statistically
wechat: approaching 1 billion
Facebook: 2 billion
Instagram: 700 million
Twitter: 328 million
Persona construction- strategic public identity
A screen reconstruction of public comportment
A time-labour transformation
and reformation of value
A transnational pandemic -
Analysing the language of social media
1. Accounts - economic contract
2. Friends -- personal connections
3. Followers -- religious connotation
4. Sharing -- the idea of gifts - but with the goal of visibility
5. Likes-- an emotional register of connection and significance
6. Hashtags - a technique of linking to trends that serve to expand influence
A pandemic will-to-fame
Introduction
1. We are experiencing a change in
identity
subjectivity
individuality
and
collective....
social...
public.... identity
derived from our current
communication
forms

The best way to understand these changes? Through...
a.
Fame
b.
Persona
... and we might understand this developing - and odd -
new word of mouth culture

A ten year history of Persona Studies
Key concepts to emerge...
Informed by a relationship
to understanding that there is a
wider and mediatized public presentation of the self online
that....
resembles the comportment of our century-old public personality system
1.
Presentational media and cultural regime
transforming and competing with
2. A
representational media and cultural regime
these two concepts were developed and elaborated in 2006/7 and then further in 2010. The arrows point to the publication origins
Other areas of related concepts and inquiry to emerge from this work
:
industrial agency
seriality and identity
privlic
New books appearing in 2018
Persona Studies:Celebrity, Identity and the Transformation of the Public Self
(2018) Wiley
Palgrave
Persona helps us get there:
Persona is neither collective nor individual, but defines the way an individual strategically negotiates their movement into collectives - and there is a change in this movement through online culture
The online circulating impetus
Fame
- our strategic construction of persona is connected to the will-to-fame

FAME
Fame is derived from a Latin word -
fama
It was closely linked to mythology for the ancient Greeks and Romans
Iris
Fama
They were
winged goddesses
They were
messengers
-
essentially they were the providers of
fast news - magical news
the
herald
of the horn - signifies this
information sharing
Fame
has thus always been
linked to production
and dissemination of news
This
personification of Fama
built from the Middle Ages and its reading into the Renaissance of classical
Fame
An ancient concept
Historically, Fame is always simultaneously
Reputation
+
Rumour
Glory, Victory, Infamy are ambiguously associated with Fame
The Religious transformation of Fame and the problem of worldly glory
Fame, in its association with Rumour....
Wind and ephemera - the focus on spreading and communication
the extension over great distances
the instability of the message/information because of fame's impetus to extend and diffuse quickly and to many
Contamination through spreading produced an interesting negative personification
The dangers of Fama's Word of Mouth Culture
Although Fame was celebrated in Medieval era, it was also not trusted:
Worldly quality of renown
Instability of information
A challenge to "glory" and its connection to Godliness of intent and value of true eternity over fame
derived from Virgil's first monstrous fama
and connected to power - but the instability of information
Understanding "privlic" and its relation to individualized fame and industrial agency
Case Study NYC

- any public/private space as a move from
representational
to
presentational media and cultural regime
NYC Representational "embodiment"
20th Century Subjectivity
Audience, powerfully representational culture:
= Iconic Fame
"Privlic" culture - the embodiment of a presentational culture
private - in two definitions: commercial + personal
And from these embodied transformations,
the emergence of a
new naturalized culture of pandemic fame virtualized in online culture activity
The
inattention information economy
of social media in its blending of fame as it is integrated into
pandemic persona construction
Conclusion
1.
Pandemic fame
leads to a new form of instability of information - as the representational is replaced by the pervasive
presentational
2. Our model for this pandemic is interestingly the
privlic
structure of our news - a combination of private and public - that has been in place for 200 years, blended with a will to fame expanded into
billions of personas
searching for visibility
3. It has produced a
political and cultural instability
that presents challenges to our verification/validation system and that resembles instability of orality in
word of mouth
cultures - who invented
fama
to describe the
magical/fast/rumour/reputation/visibility/
structure and resembles our current
inattention information economy
Contemporary Pandemic Fame and Pandemic Persona
Why
Pandemic
? understanding the break down of political rationality in the nation in the contemporary moment
Average number of photos uploaded each day to Instagram 52,000,000 -
Percent of Instagram users located outside the US 60 %
The Questions:
If we are in a new
mediatized
"
word of mouth
" culture and, if our notions of collective and individual are in flux...

How should we produce/make/better this transforming world?
Thank you for listening.
Questions?
And of course, later, please feel free to contact me for further questions and follow-up:
Twitter: @dmarshallmc
Email: david.marshall@deakin.edu.au
Related and Valuable Sources
My published work that informs this presentation:
Other related presentations that expand on themes presented here:
On Fame
On Industrial Agency
References and interesting reading
On Mediatized Identity
On Persona
The Celebrity Persona Pandemic.
University of Minnesota Press, Forerunner series, 2016
Academic Persona: The construction of Online reputation in the modern academy
in Lupton, Mewburn and Thomson (eds.)
The Digital Academic
(Routledge,2017) with Chris Moore and Kim Barbour
Exposure: The Public Self Explored
in Marshall and Redmond (eds.)
A Companion to Celebrity. Boston: Wiley.
(November 2015) pp. 497-517.
Monitoring Persona: mediatized identity and the edited public self
,
Frame: Journal of Literary Studies
. 28.1 May 2015: 115-133.
Situating public intellectuals
[online].
Media International Australia, Incorporating Culture & Policy,
No. 156, Aug 2015: 69-78. Availability: http://search.informit.com.au/documentSummary;dn=463797418003587;res=IELLCC ISSN: 1329-878X. (with Cassandra Atherton).
Understanding the emerging contemporary public intellectual: Online academic persona and the conversation [online].
Media International Australia, Incorporating Culture & Policy
, No. 156, Aug 2015: 123-132. Availability: http://search.informit.com.au/documentSummary;dn=464412306055108;res=IELLCC ISSN: 1329-878X.
The Academic Online: Constructing Persona through the World Wide Web
.
First Monday
. 17:9, 3 September, 2012 available at: http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/viewArticle/3969/3292 (with Kim Barbour).
Fame and its Consequences: Fake News in the Era of New Media, Public Lecture, CCNU (Huazhong University), Wuhan, China, 10 May 2017
Prezi: http://prezi.com/n8czgc5hemwc/?utm_campaign=share&utm_medium=copy

The New Political Persona and its relationship to the Breakdown of Legacy Media, Public Lecture, University of Nottingham – Ningbo Campus, Ningbo China, 11 May 2017
Prezi: http://prezi.com/ujx2p6zsf0jv/?utm_campaign=share&utm_medium=copy

Commodifying the Celebrity-Self: The Peculiar Emergence, Formation and Value of “Industrial” Agency in the Contemporary Attention Economy, Keynote Presentation for the Bridging Gaps Conference hosted by the Centre for Media & Celebrity Studies, Barcelona, Spain, 4 July 2016.
Prezi: http://prezi.com/ofriqc-2aymn/?utm_campaign=share&utm_medium=copy

Mediatising Identity, Public Lecture at: CNRS en Communication research centre, Paris, France: 26 November 2014.
Prezi: http://prezi.com/0gwqpvyg-xrp/?utm_campaign=share&utm_medium=copy

Cultural History of Fame Symposium, Deakin University, Deakin University, Melbourne, 5 June 2017. Prezi: https://prezi.com/v0-emcllxmom/?utm_campaign=share&utm_medium=copy&rc=ex0share
Why Persona Studies? The Value of the Persona Studies Approach for Research into Online Identity and the Transformation of the Public Self, Panel, Social Media and Society Conference, Ryerson University/Social Media Lab, Toronto, 30 August 2017 (with Kim Barbour and Chris Moore)
The Era of Persona: The Personalization Complex, Celebrity, and our transforming public culture, Keynote Address, “Mediated World: Sociality, Publicness and Celebrity” Summer Program, Interfaculty Initiative in Information Studies Graduate School, University of Tokyo, 23 July 2015.
Prezi: http://prezi.com/kekpberaqe-i/?utm_campaign=share&utm_medium=copy&rc=ex0share

Guastella, Gianni. 2017.
Word of mouth : fama and its personifications in art and literature from Ancient Rome to the Middle Ages
. First edition. ed. Oxford: Oxford University Press. still image.
Turner, Fred, and Christine Larson. 2015. "Network Celebrity: Entrepreneurship and the New Public Intellectuals." Public Culture 27 (1 75):53-84. doi: 10.1215/08992363-2798343.
Dahlgren, Peter. 2012. "Public Intellectuals, Online Media, and Public Spheres: Current Realignments." International Journal of Politics, Culture, and Society 25 (4):95-110. doi: 10.1007/s10767-012-9124-5.
Misztal, Barbara A. 2012. "Public Intellectuals and Think Tanks: A Free Market in Ideas?" International Journal of Politics, Culture, and Society 25 (4):127-141. doi: 10.1007/s10767-012-9126-3.
Grayling, A. C. 2016.
The age of genius : the seventeenth century and the birth of the modern mind
. First U.S. edition. ed. New York, NY: Bloomsbury.
Pandemic Mediatized Identity: Professional Personas and Public Intellectuals in the social Media and Presentational Media Era, Bridging the Gaps - Centre for Celebrity and Media Studies, CUNY, New York, 31 August 2017, Prezi: https://prezi.com/nyz3jzzxpbim/?utm_campaign=share&utm_medium=copy&rc=ex0share
Pandemic Mediatized Identity:
Professional

Personas as Public Intellectuals in the social media and “presentational media” era
by
P David Marshall
, Professor and Personal Chair in New Media, Communication and Cultural Studies,
Deakin University
Keynote Address at CMCS conference: Bridging Gaps - where is the Critic in TV Journalism?
A ten year history of Persona Studies
Key concepts to emerge...
Informed by a relationship
to understanding that there is a wider and mediatized public presentation of the self online that.... resembles the comportment of our century-old public personality system
1.
Presentational media and cultural regime
transforming and competing with
2. A
representational media and cultural regime
these two concepts were developed and elaborated in 2006/7 and then further in 2010. The arrows point to the publication origins
Other areas of related concepts and inquiry to emerge from this work:
industrial agency
seriality and identity
privlic
To get us started.... introductory background
CUNY Graduate School of Journalism, 1 September 2017, New York City, 9 am
Online Persona has become pandemic: it is shaping and transforming our notion of value and verification in the contemporary moment in profound ways
Celebrity and Public Persona
. Oxford Bibliographies in "Communication". Ed. Patricia Moy. New York: Oxford University Press, 15 January available online: http://www.oxfordbibliographies.com/view/document/obo-9780199756841/obo-9780199756841-0159.xml?result=2&rskey=Th4ZyD&print or http://www.oxfordbibliographies.com/view/document/obo-9780199756841/obo-9780199756841-0159.xml
DOI: 10.1093/OBO/9780199756841-0159

Making Intellectual Room for Persona Studies: a new consciousness and a Shifted Perspective
, Persona Studies. 1.1 April 2015. Online: https://ojs.deakin.edu.au/index.php/ps/article/view/464
Persona as Method: exploring celebrity and the public self through persona studies in Celebrity Studies
6:3 July- August 2015 pp. 288-305; Available at: http://www.tandfonline.com/doi/full/10.1080/19392397.2015.1062649#.VcqP5Pmqqko
(with Kim Barbour and Chris Moore)

Professor and Personal Chair in New Media, Communication and Cultural Studies, Deakin University (Visiting Professor at the CDM)
This presentation is public at: https://prezi.com/ths87uiywhgr/?utm_campaign=share&utm_medium=copy&rc=ex0share
How can we work through the inattention, the misinformation to make things attract attention
valuably
?

Analysing the language of social media
1. Accounts - economic contract
2. Friends -- personal connections
3. Followers -- religious connotation
4. Sharing -- the idea of gifts - but with the goal of visibility
5. Likes-- an emotional register of connection and significance
6. Hashtags - a technique of linking to trends that serve to expand influence
A pandemic will-to-fame

My projects and how I would deal with the inattention economy - in an applied way
1.
Developing a Persona app
– to help people construct their public and private profiles across social media and web-based platforms – an online architecture and processing structure for moderating the public self
3.
Emoji Culture and Gestural Communication
– developing background research on the conversion of emotion and expression to emojis and stickers. Developing a program that allows one to personalise key emojis/stickers using variations of transformed photo and moving images from individuals (either the development of an app or perhaps some other structure) beyond the current levels
2.
Professional Persona
– developing an online workshop that helps individuals in organisations map their public and professional identities – twin this with in-person workshops for organisations and institutions from corporations to professional societies and universities
Hardie, Philip R. 2012.
Rumour and renown : representations of Fama in western literature
, Cambridge classical studies. Cambridge ; New York: Cambridge University Press.
transforming systems of verification and validation
Persona Studies: mapping the proliferation of the public self
,
Journalism
. 15(2), pp. 153-170, 2015
Contemporary Publics: Shifting Boundaries in New Media, Technology and Culture
. Palgrave MacMillan, London/New York 2016. Co-edited with Glenn D’Cruz, Sharyn McDonald, and Katja Lee. 312 p.
Celebrity and Power: Fame in Contemporary Culture
. (2nd edition) With New Introduction. University of Minnesota Press, Minneapolis. August 2014.
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