New Media

Characteristics of new media

Convergence- while the traditional media involves different devices for different media content, the new media involves technological convergence (where a single device can be used to consume a variety of types of media- e.g Spotify). Jenkins argues technological convergence has led to cultural convergence, which is:

The way the new media users interact with a media content, e.g most individuals use the internet now for shopping. The way the new media users interact with other members of society, e.g. via social networking sites. Economic convergence- media and telecommunication companies once produced separate products, e.g. Microsoft made computers, Samsung made TV’s and phones.

Interactivity

Digital technologies that are responsive in real time to user input e.g. the internet. Jenkins- interactivity has been brought around by convergence because media users will go to great lengths for the entertainment experience they want. It has also produced a participatory culture- media producers and consumers are no longer occupying separate roles. They interact with each other according to a new set of rules. We can now interact with different TV shows with mobile phone apps and websites and ‘press red’. There’s also catch up and on demand services available.

Digitalisation

This means ‘using computers’, where all the data is converted into binary code which can then be stored and distributed via screen based products. This allows for technological convergence as the digital technologies can send many signals through the same cable. This has led to a rapid increase in radio and TV channels. Boyle- digitalisation allows information to be delivered across a range of media platforms.

Who is using new media?

Users of the new media are not a homogenous group. New media users are differentiated by social class, gender, age and location. Dutton and Bank found 91% of those with higher education had used the internet, compared to 34% of those with no formal qualifications.

Gender divide

There are some significant differences between males and females in the way the use the new media. Ofcom found: games consoles and tablets are more popular among males, E-readers are more popular among women for reading, females are more likely to report high addiction to their mobile phones.

Li and Kirkup suggested that there are two global gender-based cultures in internet use. They found significant gender differences in internet experience, attitudes, usage and self-confidence. Men are more likely to be positive about the internet, spend more time on it and are more confident of their use of it. Women see the social media as a tool- not a toy.

Global divide

New media is used most heavily in the Western world with many people living in poorer countries lacking access due to poverty. The poorest countries lack the resources to build the digital networks required, and private businesses won’t provide them as there aren’t enough customers willing or able to pay enough for them to make a profit.

Class divide

Helsper showed a digital underclass was forming in Britain. These are people who tend to be unemployed, living in poverty and/or less well educated who are disadvantaged in comparison to those who have full access to digital and new media. The class difference is extends across all new media. The middle class are more likely to have more advanced smartphones, whilst the middle class tend to use social networks such as LinkedIn.

Generational divide

There is a substantial generation gap in access to and use of the new media. Younger people are more likely to use a range of new media formats, e.g watching TV on their mobiles or tablets rather than just on a TV set. Those aged 16-24 are over 10 times more likely to go online via a mobile than those ages 55+. Ofcom found young people (16-24), compared to older people: are greater internet users and spend more time online, are more likely to own and use a smartphone, tend to use the new media as a form of leisure and entertainment.

Neophiliac

Sees the new media as a positive role in society. Neophiliacs like and embrace new technology and use new media.

Increased choice (pluralism)- neophiliacs

NM has created space for more content e.g via more TV channels on digital TV and streaming. This has increased the quality of popular culture as more platforms lead to more competition for audiences.

Analysis: companies must be profitable to survive so provide good quality content that will appeal to the audience who will then pay for it. This illustrates supply and demand, the idea that businesses must provide what the audience wants to attract advertisers and subscriptions, making them profitable.

Criticism of increased choice in popular culture (pluralism)

There has been a decline, not increase, in the quality of media content. E.g Harvey argues digital television may have increased the number of channels for viewers to choose from, but this has led to a dumbing down of popular culture as television companies fill these channels with cheap imported repeats such as Friends, films and reality television shows.

Revitalise democracy- neophiliacs- enhances democracy and leads to social change (pomo, feminism and pluralism)

The new media has meant there is more information to all. McNair argues the internet means anyone with a computer/smartphone and internet connection can set up a blog or website. There are greater opportunities to report, criticise and comment than ever before. E.g ordinary people can now publish their thoughts, criticise those in power and draw attention to events such as the killing of two protestors by immigration officials in Minnesota in the USA, which was recorded and posted on social media.

The new media, particularly social networking, have become key tools in mobilising people to fight against oppressive and corrupt regimes across the world and coordinate protest.

Criticism of enhances democracy- neophiliacs

The new media is also undermining democracy e.g. new media owners can use their powers to undermine democracy e.g. Elon Musk uses algorithms on X to boost the visibility of political views that he agrees with. Algorithms mean people in echo chambers that repeatedly show them the same political views and focus on culture wars issues instead of engaging with a plurality of views.

Cultural pessimism

Believe the neophiliacs have exaggerated the benefits of the new media and ignored or underestimated the negative aspects.

Economic impact of the new media- reinforced capitalism- has enhanced the power of global conglomerates- Marxism

Class/gender divide- as the internet become more central to our lives, the power of the companies providing this technology increases. This poses a threat to democracy as more of what we know is dominated and controlled by global corporations. A: Companies such as Google, Meta and X gain significant control over the info people access. These corporations decide what content is promoted or hidden through algorithms, meaning they can influence public opinion and political awareness. When corporations control online communication, they effectively gain agenda-setting power shaping what people think and limiting alternative viewpoints. This supports the Marxist view that media ownership allows powerful groups to maintain dominance by controlling elites.

Criticism of economic impact of the new media

However, Pluralists argue that the internet actually strengthens democracy by giving a platform for a wider range of views to be expressed and to challenge dominant narratives. Social media allows alternative perspectives and grassroots movements to gain visibility without relying on traditional media.

Feminism- cultural pessimists

The new media has created new ways of promoting patriarchal views e.g in popular online culture. The rise of misogyny and online e.g trolling; social influencers; incels; extreme online porn; trad wives etc. Online platforms reproduce patriarchy by rewarding content that fits the male gaze. Algorithms promote sexualised images and stereotypical portrayals of women because they attract high levels of engagement. This has also led to a new way of expressing retributive masculinity e.g Andrew Tate.

Criticisms of feminism

However postmodern feminists argue that women are not passive victims and may actively choose how to present themselves online. They suggest that the new media can empower women by giving them control over their image and a platform to challenge patriarchy.