Assignment One: (Monday, 30 March 5pm)

1200 words 30%

Historically, mass communication researchers conceptualised the process of communication
using a transmission model (i.e. sender message receiver).
This approach is widely critiqued for its narrow, linear depiction of the process, and its fixation
with control, at the expense of culture and community a more ritual view (Carey, 1989).
Scholars such as Mark Poster identify the appearance of digital media and the attendant shift
to a decentralised network of communications [that] makes senders receivers, producers
consumers, rulers ruled as marking a rupture in the logic of understanding of the first
media age (Poster, 1995, p.87-88).
With reference to the theory covered in the lectures, set and additional readings, and tutorial
discussions in Weeks 1-4,
This change would lead to possibilities for multiple identity formation and a
"true" post-modern society where "a decentralized network of communications
makes senders receivers, producers consumers, rulers ruled [and] upsetting the
logic of understanding of the first media age" (Poster, 1995: 33).

discuss the implications of the new logics of the digital media environment for Careys ritual
view of communication.
Choose a minimum of two examples of media texts or practice as case studies to develop
your analysis and argument.
- Youtube and online blogging revolutionising the tradtitional dynamics of consumer and
producer
- Technology is influenced by media, technology is intrinsically embedded in our lifestylemedia permeates many
All expectations for academic writing, such as referencing, correct spacing and evidence of
argument must be adhered to for students to be awarded a pass grade.
Please refer to the attached assignment criteria sheet.

With the rapid technological advances within society, media is increasingly

integrating and evolving into a major facet within daily life. , thus it comes as no
exception that new logics of new media are generated that critique and
deconstruct the transmission model developed by Shannon and Weaver (1949).
The model provides a gross over simplification of the nature of media ultimately
contributing to its redundancy as it is becoming more apparent or more likely the
future of media has always been transparent that essential to the nature of media
is the ongoing culture of reproducing, replacing and saturating.

http://visual-memory.co.uk/daniel/Documents/short/trans.html
http://newmedia.wikia.com/wiki/Remediation Media are continually commenting
on, reproducing, and replacing each other. This process is integral to media.essential paradox that sustains the ongoing culture of expanding media sources
and communication.

Concurrent

http://www.academia.edu/2659774/The_logic_of_new_media_in_international_affair
s
and arguably promoted by social media that continues to shape the media
landscapes of many regions

The emergence of interactive technologies embodied by the internet Towards the

end of the twentieth century, ushered in the Second media age that witnessed a
waning preference for traditional media in favour of an electronic interfaces.
Simultaneously many shifts in both cultural and technological ideology occurred
and made it transparent that pre-existing theories and discourses associated with
media required modification to accommodate the relentless evolution of modern
media communication. As such, a ritualistic approach proposed by Carey brought
about the redundancy of the transmission model of communication (Shannon and
Weaver, 1949). No longer could media be considered to be confined to a linear and
empirical state but awarded fluidity through its potential for contemporary social
integration and challenge of the traditional interaction of producer and consumer.
Carey accredits Dreweys thoughts of media
New radical representation of media
New medium- meta-data of digital computers

A ritualistic approach has become a significant pradigm for understanding new

media age

CONVERGENCE, PATICIATORY CULTURE, COLLECTIVE INTELLEGENCE

Convergence: flow of content across many platforms and migratory
behaviour of media audiences in pursuit of entertainment, and stimulation
content circulation (usully at a global scale)
across different media systems, competeing media economies and physically
national borders all dependent of consumer participation
Convergence represents a cultural shift as consumers are encouraged to seek new
information and make connections across dispersed media content

Paticiatory Culture: polar to older notion of passive media spectatorshiprather than confining consumers and producers to mutually exclusive roles both
may be seen as paticipants interacting with one another according to a new world
order. Some consumers can readily participate whereas others may not

Collective intelligence: consumption of same media

EXAMPLE OF TECH ACCOMODATING MEDIA

- arguably applying itself as a major facet of human culture.

The radical paradigm shift that differentiated media as a ritual, was a significant
move away from the prevailing idea of transmission whereby the exchange of
information is systematically and impersonally transmitted and distributed in
space for the control of distance and people. (Carey Communication as a Culture).
Carey describes the ritual or expressive process as a human desire to
communicate and make connections in the nature of communion, commonality
and fraternity stating;
A ritual view of communication is directed not toward the extension of
messages in space but toward the maintenance of society in time; not the
act of imparting information but the representation of shared beliefs.
In extension, Carey In developing his theories, he accredits Drewey for providing
foundational grounds of and expressive communication medium diverging from
early thought that defined media with a quantitive view and obscured the core
essence of many forms of media which is for entertainment and leisure.

The new media age also comes to no surprise to also shape new experiences and
behavioural patterns in human behaviour. Notably the dynamics between
producers and consumers have experienced a reversal of roles and a blurring of
what was previously thought of as unconverging positions- one dominant and the
other sub-ordinate. In the case of online blogging, individuals have access to the
mechanisms to create content that was once exclusively for media companies. As
a result

Youtube once being a niche market has grown exponentially

through a wordpress or blogspot and other media outlets that allow for content to
be created

the becoming one of the major facets of life.

to integrate into interaction with cultural aspects of human behaviour

and its biproducts of social media

signalling a divergence from the li.
arguably promoted by the popularity of social media that continues to shape the
media landscapes of many regions, the first media age was subsumed by the
withdrawal of traditional media forms such as newsppers etc towards electronic
interfaces that may offer the same service but via the often convienent and
compact devices.