Transcript Del Marketing Interruptivo al marketing permisivo

Cyberspace, New Language
and the “Third” Culture
Alejandro Piscitelli
www.ilhn.com/datos
Summary
• 1 Media Ecology and Digital Convergence
• 2 Media and Cognition
• 3 Internet and the Overpromises of
Technology
• 4 Teaching/learning in the the age of
imagocracy
1Media Ecology
and Digital Convergence
Information Communities
Typologies
SIZE
SIZE
SIZE
INFORMATION
COMMUNITY III
I
Knowers and users of
latest information
tehcnologies
INFORMATION
COMMUNITY II
INFORMATION
COMMUNITY I
Members of communities that deal
progressively with audiovisual
channels bypassing printing
technologies and partially using
computer technologies
People oriented towards
traditional media supports
(printing, Books, Newspapers)
Distribution by ages
N GENERATION
INFORMATION
COMMUNITY I
INFORMATION
COMMUNITY III
INFORMATION
COMMUNITY II
0
10
20
30
40
50
60
70
Transformation
Hypothesis
• Evolutionary Jumps and Patterns of
Information Evolution
• From Biological to Mechanic and Digital
Information
• Transformation Hypothesis:
revisiting/surpassing McLuhan/ Innis/
Ong/ Havelock/ Goody
Disseminaton of Basic Consumer
Innovations 1900-1995
(% Households)
100
TELEPHONE
ELECTRICITY
AUTOMOBILE
80
RADIO
TELEVISION
60
CABLE TV
VCR
PC
40
20
0
1900
1915
1930
1945
1960
1975
1995
Technologies are Conversations
• Technologies go beyond the goods we
may purchase, or a kind of task some
people —or countries or regions— are
specially entitled to devise rather than
others
Technologies are Conversations
• “By technologies we mean all those
conversations that take place around
us, in which we invent new practices
and tools to better manage our
organizations and human life”
(Fernando Flores)
Difussion Rates of Electric Devices
(Number of years to reach 25 % Penetration)
60
40
20
CELULAR PHO
PC
MICROWAVES
VCR
TELEVISION
RADIO
PLANES
AUTOMOBILE
TELEPHFONE
ELECTRICITY
0
Cinema and
Broadcasting
Industries
Printing and
Advertising
Industries
Computing &
Telecommunications
Industries
2 Media and Cognition
Media Use
(hs/week)
Revistas
Radio
35
Diarios
Television
30
25
20
15
10
5
0
1940
1960
1980
¿Is There Life
After TV?
• Television Cultures / Television
Generations.
• ¿What does TV do to Us?/¿What do We
do to TV?
• Coming-up of MTV/CNN and Web-TV.
• Aesthetic/Techno-cognitive and Cultural
Changes
Paleo, Neo and Post-Televisión
• Paleo-Tv
– Centralized Broadcasting / Unifying
Pedagogy
– Peculiar way in structuring Emission flux
==> Programming Segmentation
• Neo-Tv
– Communication Level-off / Pseudointeractivity
– Programming Fragmentation
A Long-Term War
• To Criticize/to Praise Television is to take
sides in the ever lasting War among the
Preeminence of Words or Images, of
Television or Books of text or Electronic
Communication and Socialization.
A Long-Term War
• Reading is a structured process; it
teaches us to think. Television with its
random images works the other way
around than linear tradition. It fractures
logic and thought habits, and questions
both their certainty and dominance
pretentions.
Criticizing this dualistic dichotomy
• We humans have not been biologically
programmed to be readers/writers
• The world of words is soundless and
cannot compete with our love of images
• Reading is a Faustic stake: it both
encompasses large earnings as well as
stark losses
• Sensory channels are prone to teaching
and cultivation
TELEVISION:
Americans that watch four or more hours
50
Percentage
40
30
20
0-11 YEARS SCHOOL
10
HIGH-SCHOOL GRADUATES
COLLEGE
4 o + YEARS AT COLLEGE
0
18-19
30-39
40-49
50-59
Ages
60-69
70-79
80-89
Usage of time: Adults U.S.A, 1990
Others
Eating
Sleeping
Working
TV Watching
Last Days of TV?
• Tele-computing pretends to replace
rather than the televisual excess, its
defects, rather than its power its
powerlessness
• Air television is dying (¿IS IT DYING?)
because it does not call on anybody.
But even more so because there are
“better” (¿BETTER?) choices in the
technological horizon.
30
Diminishing TV Consuming
time in U.S.A.
25
20
15
General Population
10
Population b/ 2 y 17
years
Age b/ 2 y 17 with
Internet access
5
0
1995
1996
1997
1998
1999
2000
The age of post-television
• Technological Convergence
• TV as Scapegoat
• Blurring Varriers between
Entertainment/Education/Business
• End of text civilization or beginning of a
new integrated communication era?
• Identity in Internet time
3 Internet and the
Overpromises of Technology
First Transport Revolution: Goods
Indice de tarifas de exportación
de cargas de EE.UU 1814-1913
Second Transport Revolution: People
Pasaje de ida Nueva York / Londres, 1950-1999
3,000
2,500
2,000
1,500
1,000
500
0
1950
1960
1970
1990
Fuente: International Air Transport Association
1999
Third Transport Revolution: Ideas
Costo de cada circuito de Intelsat por año 1970-2000
Birth of a Trans-Nation
25
25.000.000
COMPUTERS
HOSTS IN INTERNET
(MILLONS)
20
20.000.000
15
10
5
WORLD WIDE
WEB SITES
Date
N˚
Ene. 93
0
Ene. 96 200.000
Ene. 97 1.400.000
0
5.000.000
4
1969
130.000
JUL.
1992
JUL.
1989
SEP.
1991
MAR.
JUL.
SEP. JUL.
1994
1995 1996 1997
OCT.
ENER.
ABR FEB.
NOV.
1993
1995
1996 1997
1997
Quantity of domains (millons)
35
Dominios
30
25
20
15
10
5
0
93
94
95
96
97
98
99
0
0
1
Moore’s Law
TRANSISTORS
By CHIP
1.000.000.000
1286
100.000.000
886
10.000.000
786
PENTIUM PRO
PENTIUM
1.000.000
486
386
100.000
286
8086
10.000
1.000
1970
8088
8080
8008
4004
1975
1980
1985 1 990 1995 2000
Years
2005 2 010 2 015 2020
Vendedores
de
información
Distribución
Servicios de noticias
Agencias de fotografías
Telecom
Mainframes
Teléfonos
Consultoría
Redes de
cable
y Operadores
Correo y
Courier
Telefonía
Local y
Larga
Distancia
Terminales
Computadoras
Minicomputadoras
Procesadores de
textos
Fotocopiadoras
TV
Equipamiento de Electrónica de
oficina
Papel
Guías
Cartuchos de
videojuegos
Medios
y
Edición
Discos
y
Cassettes
TV, Diarios,
consumo Revistas y
Libros
Grabadores y tocadiscos
Distribución
Catálogos de
venta por
correspondenci
a
Telecom
E-Mail
Modems
Telefonos c/
voicemail
Vendedores de
información
Software a medida y
Software empaquetado
Computadoras
Computadoras
personales
Fax
Notebook PCs
Teléfonos
Videojuegos
Impresoras celulares
Laser
Electrónica de consumo
Equipamiento
TV Sets
CD Players
Calculadoras
de oficina
VCRs y
Relojes
Discos de
video
CD´s
Medios y
Edición
Discos de
video
Distribución
Telecom
Vendedores de
información
La Web
Computadoras
Medios y
Edición
Electrónica de consumo
Equipamiento de
oficina
More Access to Information
at a Lower Cost
Uneven Diffusion of Older
and Newer Technology
Today.. So as before.. Uneveness remain
4 Teaching/Learning in
the Age of Imagocracy
Info-space was
invented in 1968
• Douglas Engelbart’s demo at the auditorium in San
Francisco’s Civic Center equivalent to Franklin’s kit
experiments, Graham Bell’s accidental telephone
conversation with his assistant
• Greek Poet Simonides AD 6. Matteo’s Ricci’s Memory
Palace
• Sutherland’s Sketchpad and how to use computers to paint,
translating information into visual language
• Vannevar Bush’s proposals in As We May Think
• Interface as a software that moulds the interaction between
user and computer
• Ted Nelson’s Literary Machines
How do we envisage Infospace?
• Global Networks and complexification
• Digital surroundings: cities, shoppings, personal
assistants, living rooms
• ¿Where will representation metaphors come from?
Art, Architecture, Movies and Novels.
• We need a new languahe to describe the new
medium inetrfase
• We live in a society overdetermined by
Cyberspace. Yet what lies in Cyberspace is beyond
our Vision and Actions.
From narratives to meta-forms
• Rethinking the Opposition Text vs Picture
• How to Navigate the infosapces. New Visual metaphors
• 20 years ago we had no self-referential genres in Tv
(TV Riffing)
• Infosphere has become part of the real world
• Pre-Tv Philosophers Believe that Technology and
Media are Unnantural. They should only comment on
the real. Those Philosophers can’t acknowledge that
Media is a Reality in Itself (Douglas Rushkoff)
Growth of parasitical
expressive forms
• We love Pictures not because we have lost faith in
reality but because images devise reality
• Today’s real life throbbings do not find an adequate
recipient in the sequential and architectonic narrative
forms of before
• Novel= Answer to the question Which are the
connecting patterns between all the astonishings
formas deployed by social reality?
• Parasite or Metafrorm =What does all this information
mean? Which are the more realible sources?, How
does all this information partake of my life world?
What is It all about?
• The Impossible (or undesirable) dialogue
Person/Machine
• The Bits start to each us
• World’s digitazation
• Computer as they really stand vs what they
could become
• Disincarnate Bodies
• Real Bodies and the dirtiness that lies ahead
• Policy, architecture and understanding
Cyberspace, New Language
and the “Third” Culture
Alejandro Piscitelli
www.ilhn.com/datos