In Toward a Communication Theory of Power
the author makes a wrong assumption about network-making power, the
capacity to setup and program a mass comm network. The author treats
content creators, News Corp and Bloomberg, the same as information
disseminators, Google and Yahoo!. I think there is something
fundamentally different about them.
And
it’s not just me, differences are outlined by the author but they never
make a distinction between the two sets of internet corporations. The
author’s critique is that these companies are, transforming humans into
audience, and “designing the content of our culture according to their
corporate strategies.” In some ways this is applicable to both but
there is a key reason why it’s doesn’t describe the core intention of
the new internet media companies when they make the point that, “There
is consumer choice, but within a range of predefined products, and
presupposing consumption rather than co-production. This is why the rise
of mass self communication ... may change power relationships in the
communication sphere.” This is the function of the new media internet
companies, Google, Twitter and to lesser extents Facebook, Yahoo! etc -
their goal is to allow self communication.
The difference can be seen in the corporation’s mission statements:
News Corp. - the creation and distribution of top-quality news, sports and entertainment around the world
Google’s - to organize the world’s information and make it universally accessible and useful.
Not
to say that the new media disseminators are completely benevolent but
they don’t fall into the same category of active perception manipulators
like New Corp. The example of the differences between the two is the
clash over SOPA and PIPA. The two sides held opposing stances. In this
instance the new internet companies were acting somewhat like Robin
Hood. It’s the Ruperts of the world that think they can control the
masses thoughts through a unified media voice and the Google, Twitters
and Facebooks of the world that are allowing duplicity of opinion. The
difference really is that New Corp sells their opinions and Google sells
your opinions back to you.
I don’t know why this distinction isn’t made. The text is written in 2009 at the earliest, late enough to see this split. The theory seems like an oversimplification that attributes all developments to media oligarchs.
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