What's new about the new media?—nothing new
It depends—nothing is universal
That's the wrong question—nothing is only caused by technology per se.
Multiplication of personally owned media—new arrangement of space and time
Changed social context of use
Diversification in forms and contents—facilitate individualization, lifestyle
Convergent forms of information services—blurring of key social boundaries (home/work, entertainment/information…); democratization
Interactive communication—internet is flexible, impermanent, non-linear, hypertexual.
Beneficiaries of a new democracy or victims of a new and highly manipulable panopticon?
Identify the audience—Who are you?
Media theory as television theory…no longer—we need some upgrade
Confused audience: from “What's happening?” to “where am I”--重新定義媒體!
There is something new: the unlimited range of content, the scope of the audience reach, the global nature of communication.
It still depends: grand theory~~~ Middle and Micro theory
Social change rather than technological change
Evolution, not revolution
What we must do:
1.critical examination about the audience in media theory
2.trace the way in which audiences appropriate and consume new media goods
3.analysis of the ways in which audiences are themselves becoming transformed in response to new media and/or the changing social conditions.
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