Transcript Introduction to Corporate Communication with Media

Introduction to Corporate
Communication with Media
Lecture 1:
Ing. Jiří Šnajdar
2015
Introduction to Corporate Communication with
Media
A History of Communications advances a new theory
of media that explains the origions and impact of
different forms of communication – speech, writing,
print, electronic devices, and the Internet on human
history in the long term.
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Introduction to Corporate Communication with
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New types of media are pulled into widespred use by
historical trends and ones in widespread use, these
media push social institutions and beliefs in
predictable directions. This view allowes us to see for
the first time what is truly new about the Internet, what
is not, and where it is taking us.
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Introduction to Corporate Communication with
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Marshall McLuhan, Jack Goody and others devoted to
the study of media and their effects. These early
communications theorists made all kinds of of
fscinating claims about the impact of the media on
well, everything. More recent media theorists
proposed that the internet was incomprehensible by
the lights of older theories because it was new.
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Introduction to Corporate Communication with
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First we spoke. Than we wrote. Than we printed. Then
we listened to the radio and watched TV. And we surf
Internet. Each of these media was different from
others, but all of them were one piece of tools that we
used to send, recieve, store, and retrieve messages.
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Introduction to Corporate Communication with
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We can start with Karl Marx (1845). Things were
changing rapidly and people needed to understand
why. He therefor set about trying to explain these
ongoing changes by means of a rigorous, empirically
testable theory of history. A similar situation obtains
today in communication studies. In the last quarter
century, we have witnessed a rare event in human
history: the birth of a new medium, the Internet.
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Introduction to Corporate Communication with
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The Internet has changed the way we work, what we
consume, how we play, whom we interact with, how
we find things out, and myriad other details about the
way of life. Yet we do not have a good way to
understand where the Internet came from and what is
doing to us, so we are to some degree adrift. We need
to look two theories about media in general and the
Internet in particular.
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The first endeavors to explain why successive media –
speech, writing, print, audiovisual devices, and the
Internet – arose when they did.
The second endeavors to explain what these media
did and are doing to the way we organize ourselves
and what we belive.
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Marshall McLuhan – any discussion of media theory
must begin with him, if only because its most famous
expression – „ the medium is the message“
McLuhan was an adventurous, inventive, and
imaginative thinker. Explaining „the medium is the
massage“ in 1964.
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Introduction to Corporate Communication with
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„ In a culture like ours, long accustmed to splitting and
dividing all things as a means of control, it is
sometimes a bit of shock to be reminded that, in
operational and practical fact, the medium is the
message. This is merely to say that the personal and
social consequences of any medium – that is, of any
extention of ourselves – result from the new scale that
is introduced into our affeirs by each extension of
ourselves, or by any new technology.“
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Introduction to Corporate Communication with
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How should we understand this passage? We can
find the central hypothesis of media studies – that
media do something to us.
McLuhan made a crucial contribution to media studies.
He separated the medium from message and, in so
doing, founded the program of modern media studies,
that which attempts to describe and explain the effects
of media on the human mind and human groups.
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Introduction to Corporate Communication with
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The Mentalists Walter Ong, Eric Havelock, Jack
Goody – are united in the conviction that media in
general and litracy make people think differently.
Learning to read and write, rewiers the brain and
enables new cognitive abilities.
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Introduction to Corporate Communication with
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Marxists and the modern followers- Theodor Adorno,
Max Horkenheimer, Herbert Marcuse - are focused
on Culture Industry thesis holds that the capitalist
mass media turn people into obedient consumers,
making them willing victims of explotation and thereby
ensuring the survivel of capitalism itself. In Marx´s
day, religion was the opiate of the masses; in our day
they claim, it is mass media.
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Introduction to Corporate Communication with
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The third school - „Postmodernist“- Matrixist School
after the film The Matrix. Represented by Jean
Baudrillard, argues that modern media have produced
something like the Matrix. Thanks to mass
communications we no longer live in a real world
where representations refer to realities.
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Introduction to Corporate Communication with
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We live in a media – created world where
representations only refer to other representations, we
do not realize we are brains in vats. It rests on a solid
empirical foundation: people are sometimes fooled
into thinking that representations are real.
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Media are powerful, but they are not all-powerful.
Most people have no difficulty distiguishing reality from
representation. The key question is this: How effective
are different media qua media are diceiving people, at
prompting them to confuse representation from
reality?
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Harold Innis: Mc Luhan pointed media studies in the
right direction by telling us that media themselves - not
the information they convey – do something to us.
Harold Innis research led him in a new and
unforeseen direction, he was economist and his
hypothesis in respect to two questions: How do new
media arise? What do different media do?
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Why media arise : Inns proposed that new media
were pulled into use by rising demand, not driven by
rising supply. Demand comes first and supply follows.
This theory has been validated by scholars studying
the more proces of technical innovation, adoption and
dissemination. Thanks to their work we know rules
governing new media.
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1.
2.
3.
4.
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Groups of thinkers discover new technologies.
Thinkers can only discover the technologies in
their technome.
Technological supply does not produce
technological demand.
Technological demand, if unfocused, does not
produce technological supply.
Introduction to Corporate Communication with
Media
5.
6.
7.
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Only organized interests can produce the
demand necessary to pull new technology into
mass use.
When it comes to technological adoption,
organized interests are reactive and not
proactive.
Organised interests are most likely to adopt
new tools in response to fundamentally new
economic conditions.
Introduction to Corporate Communication with
Media
What media do: Innis argued that the attributes of
media push societies and ideas in new diractions. We
can re- formulate it as follows: Medium Attributes –
Social Practices – Values. Media, networks and
cultures each have their own type – specific attributes.
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Medium Attributes: Medium is a tool for sending,
receiving, storing and retrieving information. A handy
medium would be inexpensive to obtain and easy to
use. These considerations suggest the following
media atributes are significant from the perspective
user:
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•
•
•
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Accessibility: the availability of a media itself
Privacy :
the covertness with which data can
be transmitted in a medium
Fidelity:
the faithfulness with which data can
be transmitted in a medium
Volume:
the quantity in which data can be
transmitted in a medium
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•
Range:
•
Persistence:
•
Searchability:
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the distance over which data can be
transmitted in a medium
the duration over which data can
be preserved in a medium
the efficiency with which data can
be found in the medium
Introduction to Corporate Communication with
Media
•
•
Social Practices and Values: Our hypothesis is this
– media networks engender certain social practices
and these social practices engender related values.
Human nature and media networks constitute the
circumstances that shape social practices, and
social practices give rise to commesurate values.
Let us return to the above stated eight attributes.
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•
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Accessibily - Concentration – Hierarchicalization –
Elitism
Privacy
- Segmentation – Closure – Privatism
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Fidelity
- Iconicity - Sensualization – Realism
•
Volume
- Constraint – Hedonization Hendonism
(the greatest amount of pleasure possible to them)
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Introduction to Corporate Communication with
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•
Velocity
•
Range
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Persistence
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Dialogicity – Democratization Deliberativism
- Extent – Diversification – Pluralism
- Addition – Historization –
Temporalism
Searchability - Mapping – Amateurization Individualism
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Thank you for your attention
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