Introduction of Digital Media and Social Interaction: Work and Leisure - Essay Example

Introduction of Digital Media and Social Interaction: Work, Leisure, Community Introduction New media has emerged as a result of change and development in the fields of political, technology, economical and social world of living in the community. As a result, the manner in which people in the community communicate has also changed. The manner in which logical information is integrated into information systems reflects different cultures, creativity and attitudes in the society. Digital media reflects the introduction of new software which is in line with already available technology. Visual, audio and print media are easier to access through digitization of new media observed in the world today (Kperogi, 2011: 317). As a result, more individuals can access information at a faster speed from anywhere across planet earth. The introduction of mass media has made it easier for new makers and consumers to interact. The masses of individuals that receive information from the newsmakers can also interact and debate on new and relevant information. Individuals are empowered or influenced through new media especially in comparison to the period of time that existed before digital media came into the scene (Lessig, 2008 Campanelli, 2010). Before the interaction of new media, most individuals could not access necessary information to make critical decisions affecting their lives. New media and introduction of digital media has contributed to the transformation of modes of interaction in the community. Transformation of modes of interaction Nowadays, it is much easier for individuals from all backgrounds and walks of life to communicate. Transmission of media is universal and allows interactive use. The end user can contribute their input into what is put into media and even give feedback on the same. The new media aims at generating instant reaction from the end user (Carr, 2008). It is participative and global; since it has no limits on who can access generated information. New media has promoted globalization. Individuals from all corners of the world can share information on a wide range of topics such as interests, culture and educational material. New media has generated many social networking sites where people meet, exchange ideas, share cultural information and make a difference in each other lives (Creeber & Martin, 2007). On the down side, philosophers argue that there can be no satisfaction of the mass in the community on news content that they regard as being relevant and critical. Apparently, new media create the illusion that the need for information can be satisfied while available digital media only fuels the hunger for new media content. However, while there might be conflicting reasons as to why the new media has grown so popular, it is widely agreed that new media is participatory and engages a proactive audience. This is in contrast to traditional media that would engage individuals to be recipients and not expect a lot of feedback from them (Cubbit, 1998). Social interaction on digital media platforms has contributed to sharing and appreciation of each others’ cultures in the society. International and interracial dating websites are proof of the effect of digital forms of media. Before the introduction of the internet, people could only date if they were in the same geographical location. However, nowadays, it is easy to meet and ‘sate’ an individual from a different geographical location suing social interaction sites such as yahoo, skype and whats app. The available modes of communication contribute to a more informed of generation of individuals. Search engines such as Google enable individuals from third world countries to access real time digital media content from their homes. This is important in educating them on social amenities. Learners from developed countries can participate in the learning of the cultures of these individuals from third world countries without actual physically meeting. Theories of digital media Media was traditionally viewed from two angles; one is the ‘political theory’ which viewed media as being under the control and influence of politics and the economy (MacNamara,2010). Political economy views media being under the control of production, distribution and finally the consumption of information produced. Political economists are concerned with the control of various forms of media outlets by large conglomerates which they see as a threat unbiased and independent information. (MacChesny, 2000b; & Schiller, 2003:Mosco1996, 2009). Another theory is ‘cultural studies’ which views the consumers of the information as independent thinkers who are unlikely to be controlled by the large conglomerates who own the media outlets. The theorists agree that the media is controlled by the elite and dominant groups in society, they however contend that the consumers if the information are more likely to resist control by the dominant groups (Fenton, 2007, p.18) Lisa Gitelman (2003, 2008) proposes a new theory the emergent media theory to explain new media. The emergent theory examines media from a historic and evolutionary perspective and focuses on human interaction rather than the isolation and individualistic approach of accessing information. (Kenneth Doyle, 2008)(MacNamara,2010) Media has been radically transformed by technology and with each new technological addition media has to adapt and change to maintain its relevancy in the digital world. Different theories have come up to describe new media and culture. Harold Innis, a Canadian communication theorist proposed two types of new media ‘space biased ‘and ‘time biased media’. In regards to the internet the theories are considered weak due to the internet eliminating the space aspect being able to accommodate vast amount of information. In regards to time information on the internet can be accessed in a matter of seconds and literally at the touch of a button. The medium theory emphasizes the use of the organized and purposeful tools of communication as a pivotal aspect of communicating information. This is different from communication in an informal way. This theory is similar in this aspect to Nick Couldry’s ‘socially oriented media theory’ which is one of the theories of digital media. Technology has completely revolutionized the use of traditional forms of media. The print media has been greatly affected with some newspapers shutting down printing of newspapers and moving their publications online. Having suffered poor sales on their hardcopies they have opted to adopt the use of the internet where their readers are to be found. The use of professionals to be specific journalist controlling the content of information distributed to the masses has come to an end. There are new platforms that offer ordinary people to control the content of information in the media. An example is the Ushahidi web site which is used to report disasters in Africa. These types of open editing platforms are changing how information is conveyed. (Nick Couldry, 2012) The nature of information has dramatically changed within a short period of time. The information is distributed at incredible speed and is shaped by different people and borders are no longer a barrier to accessing information. The political theory is however very relevant with the big corporation owning media houses and are able to control the information. The cultural studies theory can be practically seen with the emergence of blog sites and other independent media sources such as freelance journalists’ sites and social media sites which are able to produce fairly independent information. Arguments informing the prominent polemics and debates between different theories of digital media One of the most influential theories of digital media is viewed as targeting ‘agenda setting’ in the community. The media are viewed as playing a very important role since they should inform the citizens of a nation about important current events and the people behind the events. The media should expose politicians who are corrupt or fail to abide by set policies and laws. The politicians are actually in their positions to serve the people in the community. As so, they are duty bound to put the needs of the people before their own selfish interests. According to Everett & Caldwell (2003), the media hold a lot of power in the attitude and thoughts that individuals in the society develop. Therefore, the media should use their power to highlight key issues that affect the members of the community. The agenda setting theory is especially applicable in politics if elects are to be held. The media should highlight on policies that different politicians cite as being part of their manifestos. Where possible, the media should even invite the professional opinions of experts in the field. If there is a politician that is seeking office re-election, the media should highlight areas that have been impacted on by the particular politician if any at all. Most of the nationals of a country especially those in the grassroots might not be aware of how politics, policies and political strategies work. It is therefore up to responsible media to arm their audience with the right information to assist them make the right decisions that affect their future (Chion, 1994: Rizzo, 2008). The media has also been viewed as a means of propagating the status quo especially through commercial advertising. The low and social class in the society are made to feel as if they can improve their socio-economic status in the society through purchase of certain products or subscription to certain political views. The media abide because of the monetary gain and recognition that they hold in the society. In order to remain competitive when benchmarked with other industry players, companies have to appear as attractive as possible (Ritzer & Jurgenson, 2010). Maintenance of the status quo in the society has been criticized as being hypocritical and misleading of the media. Liberal and democratic societies are likely to have a wider airing of different and diverse opinions on issues that affect nationals of a country. The internet allows criticizing of the content that is placed in the media to reach the audience (Ritzer & Jurgenson, 2010). Due to the interactive nature of new media, individuals can compare their views or highlight contentious issues that are part of the news. The interactive nature of new media in its digital media has allowed fostering of radical issues in the society. The ‘watchmen’ of moral ethics in the society have contributed to increased cultural awareness through views that might initially be considered as being radical. Individuals use interactive and participatory media to fight cultural imperialism that is imposed by some media houses and / or initiatives in the society. The historical, contemporary and possible future importance of digital media for society In historical times, digital media was mainly used for information purposes. It was the point through which people source details about current events in the world. historic times, the main source of information was print media. Thankfully, the media industry has developed with time to a time when there is an abundance of it. This is in contrast to the current form of digital media. It is possible to store the information in a small space such as a compact disc (McNamara, 2010). Accessing the information is also very easy especially with the introduction of software programmes such as Microsoft Word. People can also search for material from the World Wide Web. The media is used for many purposes in the society. One of the critical uses of digital information in the contemporary society is the provision of an identity for people within the society. Music, personal profiles, sports and hobbies have become a big part of one’s self identity especially when shared with other individuals on social media sites such as facebook, twitter, tagged, YouTube and my space. Individuals usually put up profiles with their personal information and add their friends and continuously communicate with them. The ‘liking’ ‘following’ and ‘sharing’ that is involved in the social media sites forms a big part of most peoples’ self esteem identity. The feeling of belonging with a certain social class, family or friends is very important for the current generation of individuals in the society (Hamamsy, 2011: 462). This side of the social media has been criticized as allowing the egocentric aspect of human beings to continue flaring up. Most individuals only show the part that they feel best portrays as being acceptable and attractive to other members of the society. It gets them approval that reflects an ostentatious need for self acceptance without which self loathing might occur (Boyd & Ellison, 2008, p 14). This narcissistic attitude reflects a man-eat- man society where the current generation of individuals is headed. Success is highly regarded in the society. Factoring the importance tagged to the society with the information that is aired on digital media shows that individuals are only likely to value success. Minimal meaning and importance is likely to be attached to human relations and social interactions within the society. Critics of the content of current social media feel that it encourages narcissism in the society. Through the portrayal of only best traits, individuals feel the need for self preservation even if it is at the expense of others (Ritzer & Jurgenson, 2010, p 22). The need for instant success and self preservation has been cited as one of the causes of high cases of divorce and absence of long term friendships and positive familial relationships. Future digital media is expected to be widely available to individuals from all walks of lives and backgrounds. Globalization and innovation in technology are contributing to an increase in gadgets being used to source information by individuals. It would also be important if the field of digital media could develop a means of regulating freelance forms of media such as blogs (Boyd & Ellison, 2008). The information should be tagged as relevant and authentic in terms of its relevance to the members of the community; presently and in the future. Flow of information in the contemporary media is important, but it is of no use if its explosion into the digital media will only clutter the available information sources. Organizations that specialize in the dissemination of digital media should be highly categorized into different relevant groups to ease access. In addition to providing important information, such organizations will also act as a source of employment to the population in the community. Individuals from different demographics will form virtual communities that will be a ‘one stop shop’ for all their needs (Jenkins, 2006). The communities will be integrated with physical communities in geographical locations and form global villages that have quick and easy flow of necessary information. Media and leisure, and advertising It is crucial to include ethnography in media studies in new media theory. Through exploring this option, we are able to find out how the media goes about in handling and representing the cultures of different groups of individuals in the society. Media and cultural products are developed by powerful individuals in the society who know what they want from the population. Powerful advertising is used to develop and separate different cultures in the society. Social networking sites such as Face book do not charge anything for people to access it (Ritzer & Jurgenson, 2010). However, they hold a lot of influence over the products/ services that they market in their site. People from similar cultures share similar values and beliefs. Therefore, they are likely to associate with certain products/ services that might be available in the market. Marketers and media companies use these beliefs and values to influence the individuals of particular cultural groups. Aspects of new digital media such as music and fashion are integrated into products and services that are used to influence different cultural groups. According to Hassan & Thomas 2006, most public relations and advertising companies target clients through the use of cultural related beliefs to capture and retain customers. Culturally oriented products especially when developed by media houses are considered as being status quo oriented. Members of the public in different geographical locations have developed through ethnic and community oriented participatory media initiatives. Minority and marginalized groups in the society are bound to come up with their own platforms to try and rise above subjective stereotypes (Marwick & Boyd, 2011: 140, Turow, 2005: 110). New media has contributed to the development of different cultural groups from being socially oriented to being internet community based cultural groups. Virtual communities in the society reflect a growth of social ties through which members of similar cultural groups identify and assist each other to cope in their different situations. The different cultural groups strengthen their ties through empowering each other with information that allow them to take care of available opportunities. Conclusion Historical sources of information in the past include libraries and museums. One of the biggest challenges in this form of media was that it was difficult to access information and the form of storage was bulky Sourcing information required a lot of time and its reliability was not guaranteed. The passing on of information through various media affects the manner in which it is perceived. In New media has contributed significantly to the transformation of advertising, entertainment and dissemination of cultural values. Advertising companies usually target the market using the culturally related clues. New media such as the use of social medial platforms enable users of information to overcome location barriers associated with the traditional media. Media products might be developed as a form of cultural imperialism especially if dealing with a capitalist system. The capitalist governing system would use such an initiative to control its people and their views in the society. An increase in the number of gadgets that can access the internet will be possible due to their cheaper costs. In future, anthropology in the media industry will be a very important field. It will be used in archiving media according to time, relevance and field of concentration. The introduction of new media has also regulated the pulse of the growth of important societal aspects such as work, leisure, community, economic and technological aspects. The introduction of digital technology has led to the use of new laser methods, electrostatic procedures, data banks and high speed and efficient machines. This field will mostly be important to organize the already abundant content that is available in digital media. 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