Consider theoretical perspectives in relation to the impact of new/ digital media in your case study. E.g. Representation of certain groups as a result of changes, Marxism & Hegemony, Liberal Pluralism, colonialism, audience theories etc.

Consider theoretical perspectives in relation to the impact of new/ digital media in your case study.  E.g. Representation of certain groups as a result of changes, Marxism & Hegemony, Liberal Pluralism, colonialism, audience theories etc.




The impact of new and digital media (Marxism and Hegemony)
Marxist theorists tend to emphasise the role of the mass media in the reproduction of the status quo.
The impact of new and digital media now means that, those in control e.g. the bourgeoise, who have 'hegemonic control' no longer have absolute control as they used to. In the past, when social networking sites were not developed, those who had power exploited those without power, at the expense of producing profit and serving the interest of the capitalist system. For example, certain groups such as ethnic minorities were represented by the elite, not only because they had a hegemonic function to do so, but because it was one way in which the bourgeoisie could maintain their status quo and maximise their power. However, today, the Marxist theory can be challenged. The impact of new and digital media now means that individuals can now represent themselves through social networking sites e.g. profile pictures, bibliographies and statuses, rather than being represented by the elite through what they think they know about you. We could argue that the impact of new and digital media is gradually challenging the hegemonic structure (possibly break it in the future.

Marxists view capitalist society as being one of class domination; the media are seen as part of an ideological arena in which various class views are fought out (Impact of new and digital means that we now, ourselves have ultimate control and domination because we are able to represent ourselves with the construction of the bourgeoisie), although within the context of the dominance of certain classes; ultimate control is increasingly concentrated in monopoly capital.

The impact of new and digital media (Liberal Pluralism)

Pluralists see society as a complex of competing groups and interests, none of them predominant all of the time. Media organisations are seen as bounded organisational systems, enjoying an important degree of autonomy from the state, political parties and institutionalised pressure groups. Control of the media is said to be in the hands of the elite who allow a considerable degree of flexibility to media professionals. A basic symmetry is seen to exist between media institutions and their audiences, since in McQuail's words the 'relationship is generally entered into voluntarily and on apparently equal terms'... and audiences are seen as capable of manipulating the media in an infinite variety of ways according to their prior needs and dispositions, and as having access to what Halloran calls 'the plural values of society' enabling them to 'conform, accommodate, challenge or reject'. 

However, in terms of the impact of new and digital media on social networking sites such as Facebook, Twitter and Google+, the Liberal Pluralist theory applies well. Social networking sites allow a flourishing of thousands of different opinions, as it permits and encourages freedom of expression and speech. For example, discussing issues, for example the death of Osama Bin Laden triggered many responses and allowed individuals to express their opinions and what they thought about it personally.

However, social networking sites also allow individuals to enjoy an important amount of happiness and freedom from the state. For example, by updating photo albums to share with their friends and family, inbox, chat messages, video phone calls and so on. This freedom allows individuals to be able to achieve the 'greatest good of the greatest happiness' and be able to express themselves.

Similarly, audiences today are seen as capable of manipulating the media in an infinite variety of ways according to their prior needs, as they have access to 'the plural values of society' which enables them to 'conform, accommodate and reject' which goes to show how audience choice has now changed in comparison to the past. This goes to show the advancement of new technologies in the 21st century.

Alternatively, control of the media is said to be in the hands of the elite who allow a considerable degree of flexibility to media professionals. In terms of social networking, we could argue that the owners of the product itself have the power to change what they believe will be beneficial, not only for their users, but for them too and what will really drive their profit. This is because, those powerful, the elite, have a central impulse which drives them in order to achieve the greatest profit, because they are motivated by the profit motive. So, although they still do consider their users, it is more about them and producing profit, rather then the users, who are the main people for their success and profits.

The impact of new and digital media (Audience theories)

* The Hyperdermic needle theory


The Hypodermic Needle Model suggests that the information from a text passes into the mass consciouness of the audience unmediated, ie the experience, intelligence and opinion of an individual are not relevant to the reception of the text. This theory suggests that, as an audience, we are manipulated by the creators of media texts, and that our behaviour and thinking might be easily changed by media-makers. It assumes that the audience are passive and heterogenous rather than active producers. This links to how 'audiences are capable of manipulating the elite' (new and digital media)


* Uses and Gratifications - Blumer and Katz (1969)


The media offers (in terms of social networking sites)


1) Surveillance e.g. news
2) Entertainment e.g. sharing clips, images, updates and statuses.
3) Cultural transmission (cultural ideologies and values - Cultural Imperialism)
4) Social Identification e.g. sharing similar experiences as somebody else, and thus identify with them.
5) Escapism e.g. from daily routines (escape from problems, e.g. through internet, social media)


The impact of new and digital media, now means that audiences are given a variety of different options, allowing them to be able to have access to a greater variety of views and values through the developments of new technology. These new developments now mean that audience experience is enhanced as well, as their lifestyles, seeing as that over 70% of people live their lives online. Similarly, freedom of speech and freedom of expressions are another factors which have been triggered as a result of the impact of new and digital media, which means that audiences now have more choices in terms of consumption, producing and exhibiting texts e.g. UCG

Are there any cross-cultural factors and /or effects of globalisation involved in the impact of new technology on your case study?

Are there any cross-cultural factors and /or effects of globalisation involved in the impact of new technology on your case study?


Globalisation has become a growing concern when it comes to the development of new and digital media. The internet has made social networking sites such as, Facebook, Twitter and Google+ accessible across the whole world (except those countries that they are banned in e.g. China). 


Social networking sites have been said to become a 'globalising culture' through its promotion of the English language. Thus, we now live in a ubiquitous 'global village' seeing as that the promotion of the English language now means, that everybody is now quickly and effectively able to communicate online without difficulties. Similarly Facebook has an option of 97 different translations, whereas Twitter has 86, compared to Google+ which has around 30+. The impact of new and digital media means that, audiences can keep up to date with everything, the the main promotion e.g. English means that more people are willing to learn the language and adapt to the changes with are offered by the developments of new technology.


However, this also links to cultural imperialism. For example, On Twitter, there are continuos 'trends' whether it be on fashion, TV shows etc, which are started by certain individuals which then becomes accessible to everybody on Twitter. This means that, certain ideologies, values and cultural views are being communicated through the social networking site, which promotes an individual's belief and ideas, thus allowing individuals to come closer together and share views. 


Theories:
Blumer and Katz (1969) users and gratifications theory.


*Because of globalisation, individuals can escape from their daily routines and exchange views with other people across the world in which they can maybe perhaps identify with.


*The globalisation culture that we live in, now means that we can interact with one another (social interaction) e.g. social networking enables us to constantly communicate, because it is instant and immediate. For example, Whitney Housten's death brought together many people on Twitter and led to discussion, which is an example of one of Blumer and Katz users and grats theory. 


*Effects theory: On social networking, people have a habit of 'copying' others e.g. their behaviour, they way they behave on the sites etc (giving different people to get to know other people's lifestyles, their view etc.


*Hyperdemic model: certain ideologies and views are injected into our brains, in order to make us think in the same way as the elite and according to their hegemonic ideologies and beliefs.

What issues may there be regarding media effects and /or regulation/ censorship as a result of changes due to new and digital media?

Facebook:

There are several issues regarding censorship and regulation as a result of the changes due to new and digital media.

Facebook has recently implemented a new policy, which bans images which show nudity and violence. It automatically censors images which expose any form of nudity e.g. nipples when breastfeeding your child. However, explicit images such as violence are also likely to be highly censored. Many have complained and argued that, Facebook is the only place in which their freedom is not restricted and their only way to enjoy a an important amount of autonomy and express their freedom, and this policy interferes infringes upon their individual rights and liberty. However, it also limits the degree of freedom of expression and choice, which challenges the pluralist model. However, we could apply the Marxist theory here. We could argue that this censorship and regulation comes from the elite, who want to interfere with our freedom. Thus, we could argue that we can never truly enjoy a high level of independence, as the elite are always, in some form or another, trying to infringe upon our freedom and restrict how we may want to represent ourselves, perhaps because they want to represent us according to what suits our society (Hegemony)

However, Facebook is also banned in countries such as China and Thailand.

The reason why it is banned in China is because, when people start to question the government, the government cracks down. Opponents are called terrorists, traitors etc. However, the state controlles the media, and if it begins to feed the masses with all sorts of stories about how the government is good and only wants to help, and that the dissidents, are a danger to the country because they question the wisdom of the government. To make this stick they have to block outside sources of information because they fear that the people will not just accept the media stories and instead decide to find out the truth for themselves.

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Twitter:

http://www.bbc.co.uk/news/world-us-canada-16753729

Twitter to selectively 'censor' tweets by country

Twitter has announced that it now has the technology to selectively block tweets on a country by country basis. (Impact of new and digital media, means that social networking sites have up to date technology which enables them to be able to censor 'tweets' worldwide) - Media Effect

Thailand is the first country to publicly endorse Twitter's decision to allow messages to be censored 

According to the regulations, a tweet from Thailand could be blocked at the request of an individual, a company, or the government. However, while it will be invisible to users in Thailand, the tweet can still be seen by users in other countries.

"Twitter gives space to different opinions and views, and that is so important in a restricted society – it gives people a chance to speak up," he said. "But if this censorship is welcomed by Thailand, then other countries, with worse records for human rights and freedom of speech, will find that they have an ally."

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