Chapter 1. New Media and New Technologies. New Media .
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“The established differences between author and reader, performer and spectator, creator and interpreter become blurred and give way to a reading writing continuum that extends from the designers of the technology and networks to the final recipient, each one contributing to the other—the disappearance of the signature.”
“Capitalism is becoming ever more tightly organized through dispersal, geographical mobility, and the flexible responses in labor markets, labor processes and consumer markets, all accompanied by hefty doses of institutionalized, produce and technological innovation.” – David Harvey
Hollywood films, chains, networks, conglomerates (media + other businesses), vertical integration
The new media determine a segmented, differentiated audience that, although, massive in terms of numbers, is no longer a mass audience in terms of simultaneity and uniformity of the message it receives. The new media are no longer mass media . . . Sending a limited number of messages to a homogenous mass audience. Because of the multiplicity of messages and sources, the audience itself becomes more selective. The targeted audience tends to choose its messages, so deepening its segmentation.”- Sabbah 1985
Computer server – input/output
Prosumer = Desktop publishing, software – editorial and design technologies, digital cameras, video on mobile phones, digital distribution through YouTube
“A new media economics is being recognized, one that does not aim to address large single audiences but instead seeks out the myriad of minority interests and niche markets that the net is able to support.”
“In media industries, the craft bases and apprenticeship systems that maintained quality and protected jobs have broken down more or less completely, so that the question of how anyone becomes ‘qualified’ to be a media producer is more a matter of creating a track record and portfolio for yourself than following any pre-established routes.”