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New Media Paradigm: A Critical Analysis of Digital Propaganda Models

This book delves into the realm of new media and its influence on society, examining propaganda models, manufactured consent, and the commercialization of media. It explores the concept of new media, its impact on democracy, and the blurring lines between producers and consumers. The text dissects the convergence culture, remediation processes, and hybrid economies shaping modern media landscapes. It also raises thought-provoking questions about participatory culture, hybrid economies, and the commodification of social life in the digital age.

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New Media Paradigm: A Critical Analysis of Digital Propaganda Models

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  1. New Media, New Models

  2. Propaganda Model • Manufactured Consent • Media AS Business 1st, Public Service 2nd • Sells audiences to other businesses • Also product to those audiences • “dual product” • 5 Filters: Ownership, Funding, Sourcing, Flak, Anti-Ideologies • Non-critical of capital, audience commodity

  3. What is New Media? • Digital/computer technologies • Objects represented by 0s and 1s…CODE • Democratic? • Blurring lines between producers and consumers • Many 2 Many? • Participation or feedback loops • Top-down, bottom-up • Immediacy/Hypermediacy

  4. How Different from Old? • Manipulable • Changeable and adaptable • Networkable • Info exchanged across distance…eradicated • Dense • Lots of info in a small spot • Compressible • And decompressed • Impartial

  5. Remediation • New refashions old • Old refashions itself as a challenge to New • Minimize discontinuities • Entirely absorb old

  6. Convergence Culture • NOT displacing old (tools die?) • Shift in function and status • New media is techno-cultural • Convergence= in brain, between people • “collective intelligence”= collaboration/sharing • Consumption-based • Production-based • “participatory culture” NOT consumer culture • Occurs during media consolidation???

  7. PC Cont'd • 2 levels: • Corporate: • Interest in global $$$ • Grassroots: • Empowered consumers • Help shape content from the corporate level

  8. Remix • “Sampling” as cultural logic • Maybe just make samples, not whole • Take from corporate • Feed corporate • Culture feed culture • “The digital world is closer to the world of ideas than to the world of things” ~Lessig • Cultural shift • RO, RW

  9. Hybrid Economy • Commercial economy • Sharing economy • Creative activity • Sharing creates value • Music? • Commercial leverages sharing • Wikipedia, craigslist, YouTube, MySpace • “participatory culture”??? • Wikinomics=collaboration

  10. Bit Torrent • Philosophy of file transfer • Not a single source, work spreads • At odds w/ ISPs and Cultural Industries • Also a new logic? • Few media companies HAD produced/distribution • Humans not just “receptacles” • Share as much as they consume • MySpace, Facebook, Twitter etc.

  11. Examples • Remediation • Participatory Culture • Remix (RW) • Hybrid Economy

  12. Things to ponder... • Creating a cult of amateurs? Immaterial Labor? • Breaking down old hierarchies or creating new? • Consumers, producers, “prosumers”? • Citizen vs. Consumer?!?! • Commodification of social life? • The Web: ultimate branding and marketing tool? Grassroots vehicle? Both? • Does it matter?

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