How did the use of new media technologies affect processes of cultural production and consumption in westernised societies?

Article Title：How did the use of new media technologies affect processes of cultural production and consumption in westernised societies? Use two examples from digital media platforms to support your answer

Requirements: 3000 words

Please refer to the following structure to complete a 3000 word essay, which should not exceed 3300 words. This is a paper that combines sociology and media studies.Please create based on the main reading materials mentioned in the attachment and selectively apply them to essay. Please use at least 12 references in this article.The attachment also includes the format requirements for literature review。

Article Title：How did the use of new media technologies affect processes of cultural production and consumption in westernised societies? Use two examples from digital media platforms to support your answer.

Introduction – 200-400 words

Identify the issues you will cover in the essay and how they can be illustrated through the specific examples you have chosen.

Begin by providing a basic definition of the cycle of production and consumption in new media environments. Noter that the question includes a tricky term ‘westernised societies’. This is intentionally vague – it invites you to decipher and clarify it. The new media developed in the so-called economically developed parts of the world. These parts do not correspond to old understandings of the ‘West’ or ‘Europe’ (as colonial centres). They also involve Asian countries, which for some critical sociologists adopted Western approaches to development via economy and technology. Some claim that new media communications are a new form of colonisation of the mind, others consider them as an offshoot of capitalism that affects all cultures, western or not, in various ways, and yet other believe that they just facilitate progress in global connectivity. It is important to state what your argument will be – which approach you will adopt.

Do not include a long history of terms and phenomena at this stage. It is more important o introduce your two examples (from any digital media platform – e.g., Weibo, Twitter, Facebook etc.) and say in a sentence why you selected them (lengthy justifications belong to the main part of your essay).

Analysing the cultural phenomenon – 2500-3500 words

The bulk of the essay will be a critical analysis of changes in the ways cultures of production and consumption have evolved over the last few decades, especially due to the World Wide Web. Please note that before you commence this analysis, it is advisable to discuss Raymond Williams’ approach to culture/cultural production, and then explain the changes of these phenomena in new media environments. User the theoretical perspectives and debates you have read about in this module.

Because your essay markers may be unfamiliar with the media or cultural phenomenon you choose to analyse, you need to give us a description of it. Here you can provide a brief history of the emergence of new technologies (and in which parts of the world they emerged). Discuss its prevalence in media contexts and what kind of media facilitate what kind of connectivity (i.e., where do independent content producers thrive and why?).

You need to return to ‘westernised societies’ in your main part of the essay and explain it in more detail. Because of word count limitations, you may be able to filter most of the discussion through your two examples (media platforms). This is advisable is you select one example from a western country (say, the US) and another from a developed Asian country (say, China). This will facilitate comparisons in the ways new media technologies have affected the ways cultural production and consumption are enacted as processes.

The selected media platforms are auxiliary to this essay and not the focus, so make sure that you prioritise epistemological questions arising from the use of media: is ‘culture’ becoming more standardised and homogenised around the world because of new media technologies?

Whenever you make these points use examples – evidence – from the media or cultural phenomenon to demonstrate what led you to draw these conclusions

Conclusion – 200-400 words.

The conclusion should have a critical arc – as much as it is good to provide a summary of your findings from the main part of the essay, you are advised to proceed to reflect on the nuances of ‘culture’. Digital cultures preserve elements of specific traditions and heritages, but they can also ‘empty’ their messages of them. Some argue that western or not, the new media tend to impoverish cultural communication in favour profit-making. In tandem, it is argued that content creators in new media contexts are not really free creators…

These arguments and their counter-arguments need sorting. In the conclusion you will try to answer questions such as the following: What does the previous discussion and analysis tell us both about the role of new media technologies in regimes of production and consumption? What are the effects and consequences of circulating cultural messages in such commercialised contexts?

The ways culture is mediated today has changed significantly since the days of Raymond Williams, asignificant cultural theorist whose analysis of social interaction and agency continue to beinfluential. This unit introduces students to these changes in a media-saturated world, in which self-making, and community-making may be happening in ways Williams did not fully cover in hisanalysis decades ago.

Keywords for revision: user-generated content; presumption; networks; documentary approach toculture

Core reading:van Dijck, J. 2009. Users like you? Theorizing agency in user-generated content. Media, Culture &Society, 31(1), 41–58. https://doi.org/10.1177/0163443708098245

Additional readings:Williams, R. (1998). The analysis of culture. In: J. Storey (ed.) Cultural Theory and Popular Culture:A Reader (pp.48-56). Athens: University of Georgia Press.

Lehman-Wilzig, C. (2004). The natural life cycle of new media evolution: Inter-media struggle forsurvival in the internet age. New Media & Society, 6(6), 707–730.https://doi.org/10.1177/146144804042524

Meyers, E. (2012). “Blogs give regular people the chance to talk back”: Rethinking “professional”media hierarchies in new media. New Media & Society, 14(6), 1022–1038.https://doi.org/10.1177/1461444812439052

Harvard style guidelines General 1. Initials should be used without spaces or full points. 2. Up to six authors may be listed. If more then list the first three authors and represent the rest by „et al.‟ rather than write them out in full. Text citations All references in the text and notes must be specified by the authors‟ last names and date of publication together with page numbers if given. Do not use ibid., op. cit., infra., supra. Instead, show the subsequent citation of the same source in the same way as the first. Note the following for the style of text citations: 1. If the author‟s name is in the text, follow with year in parentheses: … Jones (2003) has argued … 2. If author‟s name is not in the text, insert last name, comma and year: … a recent study (Smith, 2009) has described … 3. Where appropriate, the page number(s) follow the year, separated by a colon: … it has been noted (Jones, 2003: 36–42) that … 4. Where there are two authors, give both names, joined by „and‟; if three or more authors, use et al.: … it has been stated (Jones and Smith, 2004) … … some investigators (Brown et al., 2005) … 5. If there is more than one reference to the same author and year, insert a, b, etc. in both the text and the list: … it was described (Jones, 2007b: 103–22) … … a series of studies (Smith et al., 2008a, 2008b) produced …

6. Enclose within a single pair of parentheses a series of references, separated by semicolons: … and it has been noted (Jones and Brown, 1998; Price et al., 1999; Smith, 2003) … Please order alphabetically by author surnames. 7. If two or more references by the same author are cited together, separate the dates with a comma: … the author has stated this in several studies (Smith, 2005, 2009) … Please start with the oldest publication. 8. Enclose within the parentheses any brief phrase associated with the reference: … several investigators have claimed this (but see Thompson, 2001: 21–34) 9. For an institutional authorship: … a recent statement (Department of Education, 2008: 7) … … occupational data (ABS, 2004: 16–18) reveal … 10. For authorless articles or studies, use the name of the magazine, journal, newspaper or sponsoring organization, and not the title of the article: … it was reported (The New York Times, 1998) that … 11. Citations from personal communications are not included in the reference list: … has been hypothesized (David Smith, 2008, personal communication).

Reference list General 1. Check that the list is in alphabetical order (treat Mc as Mac). 2. Names should be in upper and lower case. 3. Where several references have the same author(s), do not use ditto marks or dashes; the name must be repeated each time. 4. Last names containing de, van, von, De, Van, Von, de la, etc. should be listed under D and V respectively. List them as: De Roux DP, and not Roux DP, de. When cited in the main text without the first name, use capitals for De, Van, Von, De la, etc. (Van Dijk, 1998) 5. Names containing Jr or II should be treated as follows: Jones P, Jr (2008) Brown S, II (1995) 6. References where the first-named author is the same should be listed as follows: Single-author references in date order; Two-author references in alphabetical order according to the second author‟s name; Et al. references in alphabetical order; in the event of more than one entry having the same date, they should be placed in alphabetical order of second (or third) author, and a, b, etc. must be inserted. Brown J (2003) Brown TR, Yates P (2003) Brown W (2002) Brown W (2003a) Brown W (2003b) Brown W, Jones M (2003) Brown W, Peters P (2003) Brown W, Hughes J, and Kent T (2003a) Brown W, Kent T, and Lewis S (2003b) 7. Check that all periodical/publication data are included – volume, issue and page numbers, publisher, place of publication, etc.

Reference styles Book: Author A and Author B (year) Book Title. Place: Publisher name. Crouch C, Le Gales P and Trigilia C (2001) Local Production Systems in Europe: Rise or Demise? Oxford: Oxford University Press. Denzin NK (1989) The Research Act: A Theoretical Introduction to Sociological Methods, 3rd edn. Englewood Cliffs, NJ: Prentice-Hall. Hollingsworth JR and Boyer R (eds) (1997) Contemporary Capitalism: The Embeddedness of Institutions. Cambridge: Cambridge University Press. Chapter in a book: Author A (year) Chapter title: Subtitle. In: Editor A (ed.) Book Title. Place: Publisher, 00–00. Author A, Author B and Author C (year) Chapter title: Subtitle. In: Editor A and Editor B (eds) Book Title. Place: Publisher, 00–00. Author A and Author B (year) Chapter title: Subtitle. In: Editor A, Editor B and Editor C (eds) Book Title. Place: Publisher, 00–00. Gumley V (1988) Skin cancers. In: Tschudin V and Brown EB (eds) Nursing the Patient with Cancer. London: Hall House, 26–52. Binns T, Bek D and Ellison B (2007) Sidestepping the mainstream: Fairtrade rooibos tea production in Wupperthal, South Africa. In: Maye D, Holloway L and Kneafsey M (eds) Alternative Food Geographies: Representation and Practice. Oxford: Elsevier, 331–349.

Article in a journal: Author A and Author B (year) Article title: Subtitle. Journal vol(issue): 00–00. Author A, Author B and Author C (year) Article title: Subtitle. Journal vol(issue): 00–00. Author A, Author B, Author C et al. (year) Article title: Subtitle. Journal vol(issue): 00–00. Winter M (2003) Embeddedness: The new food economy and defensive localism. Journal of Rural Studies 19(1): 23–32. Hoskins C and Mirus R (1988) Reasons of the US dominance of the international trade in television programmes. Media, Culture and Society 10(4): 499–515. Brossard D, Shanahan J and McComas K (2004) Are issue-cycles culturally constructed? A comparison of French and American coverage of global climate change. Mass Communication and Society 7(3): 359–377. Article in a journal published ahead of print: Author A and Author B (year) Article title. Journal 00: 1–00 (accessed 00 month year). Author A, Author B and Author C (year) Article title. Journal 00: 1–00 (accessed 00 month year). Author A, Author B, Author C et al. (year) Article title. Journal 00: 1–00 (accessed 00 month year). Bakker AB, Emmerik HV and Riet PV (2008) How job demands, resources and burnout predict objective performance. Anxiety, Stress and Coping 00: 1–10 (accessed 6 January 2010). Note: volume is given as “00”.

Website National Center for Professional Certification. (2002) Factors Affecting Organizational Climate and Retention. Available at: www.cwla.org./programmes/triechmann/2002fbwfiles. Unpublished thesis Kramer B (2008) Employee ownership and participation effects on firm outcomes. Unpublished doctoral dissertation, City University of New York. Newspaper Clark JM (2006) Too close to call. The Independent, 21 May, p. 10. Working paper Freeman RB, Kleiner MM and Ostroff C (2000) The anatomy of employee involvement and its effects on firms and workers. National Bureau of Economic Research Working Paper 8050, Cambridge.

SLSP5316: Week 1/Unit 1

Summary

The first two decades of the 21st century will be remembered as the period when new media came into its own. Before this period, access to new media was still an issue for billions of people and those with access mainly used it for social interaction and communication. But new media, in its various forms, is now a force that defines and disrupts nearly all aspects of our social and cultural experience, including media production and consumption. The increasing blurring of lines between media producers and consumers have left media scholars scampering for new terminologies to explain these developments. Produsers, citizen journalists, content aggregators, bloggers, blogosphere, videographers are just a few of the new terminologies. The proliferation of terminologies has coincided with substantial changes, for example, in the economic model for producing and distributing news. This unit will highlight some of the major changes relating to media production and consumption. It will also elaborate on their social and cultural implications. By completing this unit, students will:

Acquire a critical appreciation of the role of new media in generating new media production and consumption experiences

Develop a critical understanding of the impact of new media on legacy media and the ‘traditional’ media landscape

Be introduced to critical theories and theorists relating to the impact of new media on media production and consumption 

Acquire deeper and nuanced understandings of the implications of new media’s mediating role on social and cultural experiences in genera

The unit learning resources include1 lecture and one PowerPoint that the lecture is based on, one key reading, some essential readings and several background sources, one self-directed exercise (worksheet) and a synchronous session. 

Start your work on this module with the lecture. You should download the lecture slide and go through it and make notes as you view the lecture presentation.  

Next, you should study the key text and at least one of the essential texts.

After completing the reading, you should attempt the self-directed exercise, using the guidelines that have been provided.

The insight you have gained from the lectures, readings and self-directed exercise should equip you to participate actively in the synchronous session. Please, prepare a comment or question that you will share in the synchronous session.  

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