The Evolution of Media: From Production to Consumption in the Digital Age

Posted on Jun 19, 2024 in Arts and Humanities

UNIT 1: MEDIA PRODUCTION

Making a motion picture, television show, video, commercial, internet video, or other viewable programming provided to viewers via a movie theater or transmitted through broadcast radio wave, cable, satellite, wireless, or internet. It can also be storytelling. It’s provided to viewers via movie theaters or transmitted through broadcast radio waves, cable, satellite, wireless, or the internet to get the right message to the right person. MEDIA INDUSTRY: Business model based on communicating information, art, and entertainment to a large audience. This includes publishing, video games, broadcasting, audio, film, animation, social media, and events. How my business is going to be: Am I going to depend on fans, subscribers… → ex: Netflix’s business model is based on subscribers. Industry: It’s a sector of the economic world that has value because of their production of products and services. DECISIVE INPUTS IN MEDIA PRODUCTION

Technology: We can’t produce anything without technology. Technology is a method, a way to do things with gadgets, how actions are performed, how things happen, how change occurs. Malvin Kransberg: 3 of the 6 laws of technology:

  • Technology is neither good nor bad; nor is it neutral → It depends on how you use it.
  • Invention is the mother of necessity: when you need something, you manage to have it, and if you don’t have it, you invent it.
  • Technology is a very human activity – and so is the history of technology.

Three things to bear in mind about Technology:

  • Objects: They are not equal.
  • Bias: Who does the coding? It is subjective. A point of view, only one (sesgo).
  • Code: The code is the gadget itself.

Audience: We all have audiences to listen to us.

  • Who: The people you work for
  • How is it: Age, gender, income, education, religion, culture, language
  • How to define it: Demographics, message, medium
  • Surveys: The more you know, the more effective you are (encuestas)

The way society involves→ technology involves in one way or another. MEDIA CONSUMPTION OR MEDIA DIET

The sum of information and entertainment media taken by an individual a day. An active media consumer must have the capacity for doubt, judgment, free thinking, questioning, and understanding. MEDIA EFFECTS ON SOCIETY

The deliberate and non-deliberate short and long-term changes in a person’s cognitions (including beliefs), emotions, attitudes, and behavior that result from media use. Three types of effects:

  • Cognitive: Acquisition of information, beliefs, knowledge → See the notice
  • Affective: Formation of attitudes and evaluations → To be aware, affects
  • Behavioral: Actions related to the media exposure → Actions

Examples:

  • Political Campaigns
  • Advertising
  • Propaganda and Ideology

Wikipedia can be considered a less reliable source of information for several reasons:

  • Open editing: Wikipedia is an open-editing online encyclopedia, meaning anyone can edit and contribute to the content of its articles.
  • Anonymity and lack of verification: Additionally, there is no systematic verification process to ensure the accuracy of the information added.
  • Potential for vandalism and bias: Some users may have malicious motivations for changing or distorting information, while others may have personal biases that influence how they edit articles.
  • Lack of peer review: Unlike academic or professional sources, Wikipedia articles are not peer-reviewed before being published.
  • Variety in article quality: While some Wikipedia articles may be comprehensive and accurate, others may be incomplete or poorly written.

UNIT 2: POLITICS AND COMMUNICATION

The term”politainmen” is a combination of the words”politic” and”entertainment” It refers to the presentation of political content in a format that is entertaining and attractive to the public. This phenomenon has grown in popularity with the rise of mass media and social networks, where political issues are often presented in more informal, humorous, or sensational ways to capture the audience’s attention. It can manifest itself in television programs, movies and series, podcasts… Marshall McLuhan: Power is solving today’s problems with the tools of the past. Politics + Entertainment Presence of political leaders and news in entertainment slots in radio and TV.

Hard News VS Soft News

  • Hard News: National or international news of relevance with comments and analysis
  • Soft News: Human interest stories, sensationalizing reality, with the focus on entertainment rather than information.

In Favour VS Opposing

  • Favour: News offered through infotainment techniques captures the audience’s attention better than the same information presented traditionally.
  • Opposing: Infotainment represents a degradation of political information that prevents citizens from capturing reality with the necessary rigor.

The Secret of Success

  • Politics: Desire to find a new audience that does not consume news but is part of its electorate.
  • Audience: Entertainment with leaders, celebrities, or opinionators.
  • Media: It is one of the cheapest formats in the audiovisual industry.

PUBLIC MEDIA Holding institutions and government accountable, helping citizens engage with the democratic debate, contributing to the healthy circulation of information, associating news brands with free media, strengthening the social fabric, globally entertaining, and connecting citizens. Information and communication –> Public Opinion –> Social Change –> Media

UNIT 3: THE INTERNET AND THE ECONOMY

Each company is a close environment with its own particular technologies, economy… INTERNET AND ECONOMY AS A COMPANY

The internet and a company’s economy are intrinsically connected, as the internet has transformed the way businesses operate, communicate, and generate revenue. Here are some key ways the internet influences a company’s bottom line:

  • Online Sales: Companies can sell products and services directly to consumers through online stores, increasing their geographic reach.
  • Social Networks: Platforms such as Facebook, Instagram, Twitter, and LinkedIn allow companies to interact with customers, promote products, and build brands.
  • Email and Instant Messaging: Tools such as Slack, Microsoft Teams, and email facilitate internal and external communication.
  • Video conferencing: Platforms such as Zoom and Microsoft Teams enable virtual meetings, reducing the need for travel and improving collaboration.
  • Data Protection: Information security is crucial to avoiding data breaches and protecting customer privacy.

The internet has revolutionized the business economy, providing new opportunities to grow, innovate, and be more efficient. However, it has also introduced challenges in cybersecurity and global competition. Companies that take advantage of the internet and manage its challenges effectively can gain a significant advantage in the market. THE INFORMATION SOCIETY

Definition: A form of society characterized by producing and managing information and knowledge. Technologies for producing, manipulating, and communicating information are pervasive (penetrante) and affect society in all senses (political, personally…).

In the information society, digital technologies have fundamentally transformed how information is produced, distributed, and consumed. Digitization has democratized access to information, allowing an increasing number of people to access an unprecedented amount of data, news, and knowledge through the internet and other digital platforms. Furthermore, the information society is characterized by converging different media and the proliferation of digital devices, which has led to greater integration of technology into everyday life. This digital interconnection has resulted in new forms of communication and cultural expression, as well as changes in power structures and social relationships. THE INDUSTRIAL EVOLUTION

  • Stephen Jay Gould – The history of the world consists of long periods of stable states with specific moments of change that lead to other stable states.
  • Manuel Castells– The internet galaxy: humanity is on the edge of a new revolution. Manuel Castells tried to change the Spanish model into the American, but he couldn’t ultimately.
  • Martin Kenney and John Zysman– Information technology transformation provides services. Ex:
    • Search –> Google
    • Social Media –> Facebook
    • Marketplace –>Amazon
    • Specific –> Vinted
    • New services –> Uber

THE NEUTRALITY OF THE INTERNET

Net neutrality: ALL traffic on the internet must be treated equally. It is based on the premise that Internet Service Providers (ISPs) allow content traffic without privileging one network participant over others. The objective is to empower users. Within the control of the internet is internet neutrality; neutrality on the web means we all have the same right to access the internet; that is, there must be possibilities of access to the internet everywhere. The non-net neutrality is an unethical and discriminatory marketing practice. (MALVIN KRANSBERG). Rights as users:

  • The right to choose a service provider.
  • To use the medium to access the Internet
  • To use data and content.

The economy: work

  • NEW POSSIBILITIES –> Algorithms, new products, and services.
  • REORGANIZATIONS OF JOBS –> Platforms are transforming industries and services. Changing jobs.
  • LABOR RELATIONS –> Co-workers and bosses are some other places.

The economy: the present

  • Algorithm: A set of instructions for solving a problem or accomplishing a task.
  • Cloud computing: A cloud service allows storage and access to computer systems and applications over the Internet. The algorithmic revolution and cloud computing are the foundations of the platform economy. But computing power is only the beginning of the story.

CONSEQUENCES OF ECONOMIC INTERNET

  • User’s POV: Global access, immediate, comfortable, profitable.
  • Company’s POV:
    • Advantages: Immediate information, global access, easy research, simple selling…
    • Disadvantages: Distrust, disloyalty, waiting time, breach tech…

UNIT 4: FILM INDUSTRY

Nollywood is the Nigerian film industry, known for producing films in English and local Nigerian languages. Nollywood films address a wide range of themes, ranging from drama and romance to comedy and action. They are known for their unique style and are often produced on relatively low budgets. Despite this, Nollywood films have gained popularity in Africa and abroad and are appreciated for their authenticity, emotional narratives, and ability to reflect Nigerian life and culture.

Bollywood is the film industry of India. Bollywood films are famous for their musical and dance elements and romantic and dramatic stories. They often feature complex plots involving love, family, tradition, and social conflicts. Apart from being a source of popular entertainment, Bollywood also plays an important role in promoting Indian culture and projecting India’s image globally. Many Bollywood films explore cultural, social, and political themes relevant to Indian society, making them a window into the country’s diverse and dynamic cultural landscape. THREE FIELDS IN ONE BUSINESS

  • Production: Film production is a lengthy, multistep process of making movies that can sometimes take years to complete.
  • Distribution: Film distribution makes a film available for audience viewing. This means having a film purchased or rented by a distribution company, which will then take the steps of marketing and displaying the film.
  • Exhibition: Film exhibition shows a movie to the public. Movie theaters or streaming services offer viewings and bring in revenue for the movie.

WHY IS IT RELEVANT?

  • Cultural Impact: The film industry significantly impacts culture by reflecting and shaping society’s beliefs, values, and traditions. Films can influence how people think, feel, and perceive the world, as well as promote intercultural understanding and diversity.
  • Economic and Employment: The film industry generates considerable employment and contributes to economic growth through the production, distribution, and exhibition of films. It includes a wide range of jobs, from actors and directors to technicians, production staff, marketing, and distribution.
  • Entertainment and Leisure: Cinema provides entertainment and leisure to audiences around the world, offering a way to escape reality, explore new stories, and experience emotions through visual and auditory storytelling. Movies also encourage socialization and discussion, whether in movie theaters, streaming platforms, or at home.
  • Social and Political Impact: Films can play an important role in raising social and political awareness by addressing relevant issues, generating debates, and mobilizing audiences towards social change. They are often used as tools for education, advocacy, and promoting social justice and human rights.

UNIT 5: BROADCASTING. Structure of programming

  • Regular programming –> All programs included in a 24h grid: entertainment, education, music, sports… ALL DAY
  • Kids programming –> Programs destined for children or young teenage audiences. FROM 17H TO 20:30
  • Prime time –> The channel’s programming hours with the maximum audience. DEPENDS ON THE CHANNEL.

Prime time

The channel’s programming hours with the maximum audience. Depends on the contents of the channel

  • Hours: Usual prime time for generalist channels: From the news slot to 23:30 or 24:00.
  • Traits: Latest prime time in Europe. Long prime time: two or more programs.

Generalist VS Thematic Channels

  • Thematic
    • Different thematic genres
    • Segmentation of audiences
    • One corporation / platform behind

Thematic channels are television channels, radio channels, or online content platforms specializing in a specific type of content or particular category. These channels are designed to attract audiences with specific interests, offering programming focused on topics such as sports, news, music, documentaries, cooking, travel, among others. Here is a description of some common types of thematic channels and their impact: sports, cooking, news, music, cinema, children, educational… IMPORTANCE OF GENRES

Television genres are essential for producers and viewers, as they facilitate the organization and understanding of television offerings. This benefits everyone in the industry. Key reasons include:

  • Organization and Classification of Content: They facilitate programming and structuring schedules, ensuring a balanced variety of content.
  • Segmentation and Marketing: They allow advertising aimed at specific audiences, increasing the effectiveness of campaigns. Additionally, they help promote programs by highlighting attractive features for particular audiences.
  • Audience Satisfaction: They establish clear expectations about the content, helping attract and retain the right audience. They also allow personalized recommendations on streaming platforms, improving the user experience.
  • Diversity and Specialization of Content: They guarantee a wide variety of programs, satisfying different tastes and preferences. They encourage creativity and innovation by allowing creators to specialize and experiment within a genre.
  • Analysis and Evaluation: They facilitate analyzing genre performance to understand audience preferences and adapt content accordingly. Additionally, they help evaluate and recognize excellence through industry awards and recognition.

Television without borders

It is based on two basic principles:

  • The free circulation of European television programs in the internal market
  • The obligation of television channels to dedicate, whenever possible, more than half of their broadcast time to European works

The directive is meant:

  • To protect: Important objectives of public interest → Cultural diversity. Minors, the right of reply
  • To suspend: Retransmission of television programs that violate the provisions of the directive
  • To regulate: Television advertising and sponsorship 15% maximum of daily transmission 20% maximum within the hour.

Why is the film business protected in Europe?

Protected for several reasons, ranging from cultural preservation to economic promotion and fair competition. Here are some of the main reasons:

  • Preservation and Promotion of Cultural Identity: Europe has a rich and diverse cultural heritage, and cinema is important in preserving and promoting this diversity. Protection policies help ensure that European stories and perspectives have a place on screen.
  • Support for Local Production: Many European countries offer grants and financing to support local film production, helping filmmakers and producers carry out their projects.
  • Fair Competition: Protection against Hollywood domination is crucial to preventing the European film industry from being overwhelmed by major American productions. The protection measures help balance the market and give European films a fair chance to compete.
  • Economic Impact: The film industry creates employment not only for actors and directors but also for a wide range of professionals, including technicians, writers, and production staff. European films can also attract tourism to the locations where they are filmed, providing additional economic benefits to local communities.
  • Innovation and Creativity: Support and protection policies can encourage filmmakers to take creative risks and innovate, enriching Europe’s cultural and artistic offer.
  • Infrastructure Development: Protection and support for the film industry also contribute to developing production infrastructure, such as film studios, post-production equipment, and other essential resources.

New paradigm of TV

  • TV on demand –> Initially incorporated into TV services and providers.
  • Facts –> Globalization Digitalization Convergence.
  • Audiovisual sector –> Reconfiguration of production, distribution, and exhibition.
  • Digital Services –> In many devices Piracy is uncomfortable, Huge offer at home.

TV concepts

  • Cliffhanger: A cliffhanger is a narrative device by which a situation of great dramatic tension is created that, however, is interrupted and must be completed later. That’s where its name comes from, which translated means”hanging from the cliff”
  • Scripted TV: Television with all the content is scripted (guión).
  • Showrunner: The showrunner is the person who directs the project’s course from its conception (which is why it must be primarily a writer) to post-production (which is why it must also be a producer), ensuring that the integrity of the project’s vision is maintained during each process part.
  • OTT: Streaming service. Stands for “over-the-top” and refers to technology (OTT services or platforms) that delivers streamed content via internet-connected devices. In mobile marketing, OTT is often discussed specifically within video content.
  • Talent / Quadruple Play Pack: A marketing term that combines the triple play service of broadband Internet access, television and telephony with wireless service features. This set of services is also sometimes known as”Fantastic Four”
  • Cord-Cutting: The act or process of canceling a subscription to cable television or a landline telephone service.

Unit 6: INFORMATION AND NEWS. Information and documentation sources. Quality of information.

Main source internet: Trust information may be wrong. Plus: security, technical reliability, privacy. The source of info: identity and location. The attributes of info: freshness, motivation, or reasons.

LOCAL AGENCIES VS WORLDWIDE AGENCIES

News organizations operate at the local level. Local news agencies play a vital role in providing news coverage, information, and analysis relevant to specific communities or regions. Local agencies’ relevance: funding sources, collaboration, community engagement, service provision, adaptability… Example: La Vanguardia; print newspaper and online news website. Extensive reporting on local news and events in Barcelona and other cities of Catalonia.

CIVIC JOURNALISM

Civic journalism, also known as citizen journalism or participatory journalism, is a form of journalistic practice that involves the community in creating, distributing, and analyzing news. Instead of simply being passive recipients of information, citizens become active participants in gathering and disseminating news on issues affecting their local communities. Key principles of Civic Journalism:

  • Engagement: Refers to engaging the public.
  • Community focus: Prioritize local stories, movements.
  • Debate and conversation: Of the information and the news.
  • Responsibility: Of the information providers, making sure everything is accurate.

Examples of Civic Journalism:

  • Citizen Blogs
  • Citizen Media
  • Collaborative Journalism projects
  • Social networks and media

In short, civic journalism is a form of journalism that empowers citizens to be active participants in creating and disseminating news about issues that affect their local communities. It offers an opportunity for greater citizen participation, transparency, and accountability in the public sphere.

ALGORITHM AND GATEKEEPING

  • Gatekeeping: Describes the process of small platforms or publications filtering information before sharing it with the public.
  • Algorithms apply their knowledge of your habits to recommend what you like. They act as gatekeepers, so they decide WHAT and WHEN you will be watching or hearing content.

Gatekeeping vs Censorship

  • Gatekeeping: Managing impact on society. Accuracy. Evidence-Based.
  • Censorship: Deciding to publish or not, based on the value/harm of society.

Gatekeeping and Censorship on Social Media

  • PROS:
    • Limits the spread of misinformation.
    • Reduces the amount of dangerous speech that can incite violence
    • Pushes platforms to be more transparent about their policies, guidelines, algorithms, etc.
  • CONS:
    • Algorithm biases can promote less equity online
    • Can lead to a lack of diversity in content or voices
    • May restrict individuals’ freedom

Information

Kofi Annan→ Information: Knowledge is power. Information is liberating. Self-Communication

Manuel Castells: In recent years, the most significant communication shift has been from mass communication to mass self-communication. Transition from passive communication to active participation in communication processes. → Interactive communication. We have so much communication that we need to select it to send or use it. Hate Speech

*António Guterres is a Portuguese politician and diplomat. He is the Secretary-General of the United Nations. He said that hate speech, especially online, could lead to violence and discrimination. He has advocated for education/promotion of respect and tolerance as key tools to combat hate speech and has urged world leaders to condemn it strongly and take concrete action to prevent it. Hate speech refers to any verbal, written, or symbolic expression that denigrates or discriminates against an individual or group based on characteristics such as their race, ethnicity, religion, sexual orientation, gender, gender identity, disability, or other protected characteristics. It can manifest itself in various forms, including public speeches, writings, images, gestures, and symbols. It can occur in traditional media, online platforms, political speeches, public demonstrations, and individual interactions.”Hate speec” can become”hate crim” when expressions of hate are translated into physical actions or crimes motivated by prejudice. Hate crimes: crimes committed against specific 1 o + to their membership in a protected category, may include physical assault, vandalism, harassment, intimidation,. The transition from”hate speec” to”hate crim” can occur when expressions of hate provoke a climate of intolerance that facilitates committing violent acts against the target group. For example, hate speech that incites hatred against a religious community could lead to a violent attack against that community.

TED TALK Alex Edams

Alex Edmans’ talk emphasizes the importance of being critical and careful with the information we consume.

UNIT 7: THE ADVERTISING INDUSTRY RELATIONS WITH THE MEDIA SYSTEM Key Players

Various key players: advertising agencies, brands, media companies, technology providers Collaboration to create and deliver effective ad campaigns

The best seller in the US

  • *Seth Godin: Seth Godin is a renowned American author, entrepreneur, and speaker known for his work in marketing, leadership, and digital transformation. He has written numerous books and founded several innovative companies. Seth Godin is an influential figure in marketing and leadership, known for his innovative ideas and ability to communicate complex concepts accessibly and practically. Wrote the book “Purple Book”
    • The best time was last year. The second-best moment is now
    • The easiest thing is to react. The second easiest thing is to respond. But the most difficult thing is to start
    • The cost of making a mistake is less than the cost of doing nothing
    • Not everyone is your client
    • Good salespeople are those who tell stories

Traditional advertising model

  • The process:
    • ADVERTISING AGENCIES The client The campaign The offer
    • BRANDS Big companies Big money Big dreams Big sales
    • TECHNOLOGY Ad and distribution: Google Facebook Amazon Twitter
  • Worth to mouth: Zara, for example, don’t do ads because it uses this technique.

Traditional VS Digital means

  • Traditional Advertising –> Print Ads Broadcast ads Direct mail
  • Digital Advertising –> Online Ads Mobile Ads Video Ads: Videos everywhere, on all platforms

Evolution of Advertising. Key trends

  • Digital Advertising The shift towards digital platforms, to reach and engage with consumers/ Personalization The use of data and technology to deliver personalized and targeted advertising messages to individual customers / Influencer Marketing Collaborating with social media influencers to promote products to their followers/ Mobile Advertising –> Increasing importance of mobile devices as a channel for advertising, reaching consumers on-the-go/ Sustainability and Purpose-driven advertising Rising focus on sustainability and ethical practices, with brands aligning their advertising messages with social and environmental causes

Advertising Classification

  • Depending on the content:
    • Informative advertising
    • Comparative advertising
    • Transformative advertising
    • Emotional advertising
  • The number of advertisers:
    • Individual advertising: One company making advertising
    • Collective advertising: Two or more companies
  • Advertiser’s activity:
    • Manufacturer advertising
    • Intermediary advertising
  • Nature of the advertiser:
    • Advertising for private companies
    • Advertising for non-profit organizations: Africa doesn’t do ads because they appear on the news.
    • Advertising for public administration: Generalitat, govern…
  • Geographical scope:
    • Local advertising
    • Regional advertising: Mataró TV3
    • National advertising: Political parties
    • International advertising: Mc Donalds
  • What is announced:
    • Product
    • Service
    • Establishment
  • On the media:
    • Internet publicity
    • Print advertising
    • Radio advertising
    • Television advertising

Current marketing:

  • Neuroscience: Responses, engagement, and tracking data
  • Neuromarketing Experimental marketing: First experiences are the most memorable
  • Branding: Can one person have more trust and influence than a whole company?

NEUROMARKETING:

Neuroscience and advertising are intrinsically connected in studying how the human brain responds to advertising stimuli and how this knowledge can be leveraged to improve advertising campaigns’ effectiveness. Here are some ways neuroscience influences advertising:

  • Brain Perception and Response Research
  • Neuromarketing: Uses techniques to measure brain responses to advertising. Neuroscience helps understand how advertising captures attention and evokes emotions.
  • Ad Design and Optimization Informs the design of advertisements to maximize emotional impact and memorability. Evaluate the effectiveness of advertisements before launching them on the market.
  • Personalization of Advertising Messages
  • Market Segmentation: Identify market segments based on brain responses for more personalized advertising.
  • Content Adaptation: Allows you to adjust ads in real-time according to viewer reactions.
  • Study of Consumer Behavior
  • Examines how purchasing decisions are formed in the human brain. Influence of Advertising on Consumer Choice: Analyzes how advertising influences consumer preferences and purchasing decisions.
  • Ethical and Privacy Considerations The use of neuroscientific techniques raises ethical questions about consumer privacy and manipulation.

In summary, neuroscience offers valuable insights into how the human brain responds to advertising, which can improve marketing strategies and better understand consumer behavior, although it poses ethical challenges that must be carefully considered.

UNIT 8: Media strut and comm market in Spain and Latin America-Readings MEDIA POLICY

FLOWS OF POWER

Manuel Castells / Minister of universities: “The new matter of which our societies are made” Flows are not only an element of social organization: they are the expression of the processes that dominate our economic, political and symbolic life Mass media are decisive in forming public opinion that conditions political decisions. Power is increasingly decided in a multimodal communication space. In our society, power is the power of communication. In summary, the”flow of power” in the media refers to the distribution and flow of influence, control, and authority within the media industry, which can be influenced by various factors, including media ownership, editorial control, access to resources, government regulation, and citizen participation.

COMMUNICATION GROUPS

Play a significant role in shaping the media landscape and influencing society. – Key players who have a substantial impact on the region’s communication and entertainment sectors.

  • IN SPAIN Atresmedia, Grupo Planeta, Mediaset España, RTVE, Prensa Iberica…
  • IN LATIN AMERICA Internacional, Grupo Clarín, Cisneros, Organização Globo, Grupo Televisa, Grupo Prisa, Grupo Carso

UNIT 9: Alternative, Popular and 3rd sector communication

Popular communication and culture 1950: Popular culture was Radio

Definition of culture:

In the widest sense, it refers to something created by human beings. Culture VS Nature

  • Culture (1a): Culture is a whole complex of distinctive spiritual, material, intellectual, and emotional features characterizing a society or social group. It includes not only arts and letters but also modes of life, the fundamental rights of the human being, value systems, traditions, and beliefs.
  • Popular (1b): Popular culture, or pop culture, can be described as the collective ideas, customs, and social behaviors transmitted through mass media and aimed at a particularly younger population group. → Language, fashion, art, and music.
  • Popular Culture (1c):
    • High Culture: General category of intellectual and innovative artefacts, which elites produce for elites and, as such, construct a more or less exclusive audience. Ex: Ballet, Poetry, Classical Music, Red Carpet events.
    • Popular Culture: As “the mainstream”, tendency, “moda dominante”, is the culture consumed by large majorities. Ex: Boy Bands, Cosplay, Comic Books, Sant Jordi (Catalonia).
    • Mass Culture: Commonly liked, entertaining
    • Folklore: Traditional legends, fantasy. Particular group of people.

Communication of popular culture

  • Popular communication forms popular culture and vice versa.
  • Media and social media play a significant role

Relationship between media and lifestyle in Western Societies:

  • Media express lifestyle
  • Media are platforms to form identities
  • Lifestyle provides orientation and management of self and everyday life
  • Lifestyles provide behaviors.

Popular Communication Conclusions

  • Role of media: Communication practices always played a crucial role in legitimizing and reinventing popular culture. → It’s very important when we want to reinvent the culture, media helps us. It communicates the culture
  • Shape popular culture: Popular communication engages (has an interaction) with and shapes popular culture.
  • Accepted: Mainstream and popular culture is accepted and consumed by large majorities.
  • Two reflections:
    • 1. Positive attitude for socialization: Since we want to be a part of a group, popular culture and popular communication are important because they create an attitude for ourselves to integrate into society. Following trends allows me to be part of something.
    • 2. Power of institutional leisure activity: The power can be limiting our activities. → ex: ajuntament de Barcelona sometimes suspends activities, we don’t know the reasons.

Alternative communication

Alternative culture is often characterized as having an innate desire for anti-elitism, authenticity, and anti-professionalism. → ex: gothic lolita, people who have a gothic style, black clothes, body modification.

  • The content:
    • Traditionally, revolutionary ideology
    • Non-elitist
    • Non-popular
    • Non-mainstream
  • The media:
    • Interactivity
    • Gamification
    • Networking social platforms
    • Storytelling: ex→ Taylor Swift makes stories with her songs and then creates the videos.
    • Advertainment: Advertisement + entertainment. Ex: the lego film→ it promotes the lego but in a movie, which is entertainment.

Third sector communication

NGOs are companies: They have obligations as any other company Objectives, characteristics, challenges: Communication always MUST reflect them Strategic plan of communication: As any other Co.  Characteristics Visibility: if people don’t know you, you rarely exist Accomplishments Present and future goals: Pedagogic communication Social media + storytelling Volunteers

Unit 10: New economy media.  New languages, new media  *Lev Manovich: One of the most brilliant researchers on culture, technology and digital world.  CUNY: A world-renowned innovator in digital humanities and theorist of digital culture and media art. Lev Manovich’s characteristics of new media: 1. Numerical Representation: Any object can be represented with a digital code, that is, numerically. Can be manipulated. Therefore, They are made out of mathematical formulae They can be algorithmically manipulated 2. Modularity: Objects get together to mean something. It has a fractal structure of the new media composed by different elements creating the same meaning, all together make sense.  3. Automation: Principles 1 and 2 work by themselves Examples:  Software programs for manipulating images Ant colonies created by AI Characters in computer games 4. Variability: A new media object is not something fixed once and for all, but something that can exist in different, potentially infinite versions. This is another consequence of the numerical coding and the modular structure.  5. Transcoding: Computerized material transforms into established conventions of computer material: lists, records, arrays, for example.  → 0,1 es tornen en llistes etc 6. What is New Media? When computer, technology and culture meet Current Communication Techs Daily bases use in the 21st century: Social Media  Blogs Vlogs Live Video Conferencing technologyGroup Wikis: some people get together and do wikis, Wikipedia.  Group Forums Tablets Podcasts Wearable technology → for running… Big Data Kate Crawford: We define Big Data as a cultural, technological, and scholarly phenomenon that rests on the interplay of: Technology: Maximizing computation power and algorithmic accuracy to gather, analyse, link, and compare large data sets.  Analysis: Drawing on large data sets to identify patterns in order to make economic, social, technical and legal claims. Mythology: The widespread belief that large data set offer a higher form of intelligence and knowledge that can generate insights that were previously impossible, with the aura of truth, objectivity and accuracy.  AI is not intelligent nor artificial  *Kate Crawford She is a specialist professor in AI. – She is the main researcher of microsoft. – She wanted to know how it works. Artificial intelligence is the ability to “learn” from a huge set of data and a few examples.  AI: Radical change in all areas.  Why are we interested in AI? Education Creative Jobs Researchers  “Kate Crawford,” is a prominent researcher and scholar in the fields of artificial intelligence (AI), ethics, and the social implications of technology. Kate Crawford is known for her work on the societal impacts of AI, data ethics, and the intersection of technology with issues such as bias, inequality, and surveillance. Crawford has written extensively on these topics, exploring how AI systems can perpetuate or exacerbate existing social injustices and inequalities. She has advocated for greater transparency, accountability, and ethical considerations in the development and deployment of AI technologies. In addition to her academic research, Crawford is also a co-founder of the AI Now Institute, a research institute focused on the social implications of AI, and a Distinguished Research Professor at New York University. She has been influential in shaping public discourse and policy debates around AI ethics and responsible AI development.  INVESTORS + DEVELOPERS The relationship between AI investors and developers is crucial to driving innovation and progress in this field. Investors provide the capital needed to fund the research, development, and commercialization of AI projects, while developers provide the technical expertise, creativity, and domain knowledge to create effective and scalable solutions.Collaboration between investors and developers in the field of AI can take various forms, including direct investment in AI startups, funding research projects at academic institutions, acquisition of AI companies by large technology corporations, and creating strategic partnerships between investors