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Archive for November, 2011

Post One – Why it is important to study media?

November 11, 2011 1 comment

If you look around you, you realise how we live in a heavily media saturated society, it’s built up of many events, which is filtered through by the media.  I feel it’s important to understand the way media compacts and digests huge chunks of information and  presents them in an easily attainable way, using all forms of media accessible almost anywhere, and looking into how this affects and develops audiences as consumers in a passive or active light.  ‘Who says what to whom through which channel of communication and to what effect’. ( Harold Lasswell ,1948 )  Whether it’s well represented or not, it’s important to look at the channel of communication it is taking.

Not only has new  media had such an influence on our day-to-day lives, its consistently changing. ‘the patronising belief that students should be taught how to ‘read the media, is replaced by the recognition that media audiences in general are already extremely capable interpreters of media content’ ( David Gauntlett  2007) Gauntlett observes within web 2.0 ,that Media has created a digital generation and people are now digital natives.

I feel that it’s imperative to develop an insight into Technologies like the Internet and now accessible mediated outlets like YouTube. They are making it easier for consumers to become media producers themselves. The dynamics of media are rapidly changing so it’s vital to keep up with new  ideas that media outlets like YouTube have developed.  For example: SBTV (SmokeyBarzTV) Created by Jamal Edwards who uploaded videos onto YouTube of his friends rapping  for consumers like himself to see.

 

He received masses of views from audiences on YouTube, going from being a passive consumer developing  into an active producer within the media landscape. With new viral web-based content and a developed company,  Jamal Edwards had developed SBTV, via YouTube; A perfect example of new media affecting the society. These days’ media is so vast that so many more people are becoming involved within it.  Jamal Edwards would not have been capable of this at the age of 15 unless he was so influenced by the media as a passive consumer; he had become a digital native. Proving many of Gauntlett’s points in web 2.0 of that it’s very important to recognise that media is something that is a part of us now. This shows the links between the text (SBTV), the audience (YOUTUBE) and the producer ( JAMAL EDWARDS. )

‘The concept of everyday life is central to work in Cultural Studies and Media Studies. It covers the family relationships, routines, cultural practices and spaces through which people make sense of the world.’ Lister, M., et al., ( 2009) . As Lister explains here, Media is a part of everyday life, and it is essential to develop and produce an understanding of Media as we now live within a content generation, as media is part of our day-to-day lives whether we like it or not.  We will forever develop into our new media generation. If people carry on failing to understand the huge need and pressure on educating people about media and understanding that it is part of us as a society. They are neglecting an art form, a process and mainly a way of life that is closer to them than they think.

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