Media behavior: Towards the Transformation Society
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Transcript of Media behavior: Towards the Transformation Society
MEDIA BEHAVIOUR: TOWARDS THE TRANSFORMATION SOCIETY
Presentation by Ray Gallon
Friday, 16 December 2011
11 MARCH 2004 In the morning, multiple explosions resound in
commuter trains in Madrid’s Atocha station. The media are unclear as to how many explosions, or the number of casualties.
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Friday, 16 December 2011
11 MARCH 2004
Headlines at Spanish newspaper websites
Sources:LOS CIBERMEDIOS ANTE LAS CATÁSTROFES: DEL 11S AL 11M -Dr. Ramón Salaverría, Universidad de NavarraLA ASSOCACIÓN PARA EL PROGRESSO DE LAS COMMUNICACIONES (Spain): www.apc.org
8:00am 9:00am
1:30pm 2:00pm
4:30pm
elmundo.es: “Massacre in Madrid
elmundo.es: “ETA Massacre in Madrid
All morning, Political spokespersons attribute the attack to ETA.
elpais.es: “ETA Slaughter in Madrid.”
garra.es – official site of a daily connected to Batasuna, the political wing of the Basque terrorist organisation – announces that a communiqué from Batasuna rejected responsibility for the attack, and therefore, implicitly, responsibility of ETA.
Between 8:00am and 3:00pm, the number of people connecting to an online news source is multiplied by 5 compared to a normal day.
the number of telephone calls from landlines to mobiles increased by 725%. The telephone network is in a state of collapse.Internet becomes “unstable” and many sites become totally saturated.
Friday, 16 December 2011
12 MARS 2004 The Spanish government insists on ETA responsibility The editor-in-chief of El Pais admits, later, that President Aznar
called the media, pressured them to maintain this story. Media outside of Spain begin to note that the attack methodology
does not correspond to ETA’s usual practices. Spanish internauts start to read the truth on foreign media sites. Spanish internet community reacts with:
Postings in forums Blog posts SMS (text) messages: Tomás Delclós, journalist for El Pais, cites
an increase of 40% in the number of SMS messages in Spain between March 11 and the national elections on March 14.
Friday, 16 December 2011
12 MARS 2004
Viral Communal cellular messaging spontaneously starts organizing demonstrations throughout Spain for the night of March 12.
The government, once it gets wind of this, attempts to co-opt the event by calling for a “silent demonstration against terrorism.”
That night, there are demonstrations throughout Spain, but not at all silent!
Barcelona is host to the largest demonstration in its entire history.
Government politicians are publicly condemned for lying and are heckled when they try to make an appearance.
Friday, 16 December 2011
13 MARS 2004
During the day, it becomes increasingly obvious that the attack came from Al Qaida or a similar organisation, not ETA
The government continues to insist on ETA responsibility, with the subtlety that they admit there “might” be other possibilities.
That night, there are more communally organised anti-government demonstrations.
Friday, 16 December 2011
14 MARS 2004
The Aznar government, slated by all the polls to win with an absolute (albeit reduced) majority, loses national elections to the socialist party of Spain.
A communal media system of people, internet and cell phones effectively brought down a government.
CLEARLY, IT IS NO LONGER POSSIBLE TO SPEAK OF INTERACTIVE MEDIA AS MERELY TOOLS.
Friday, 16 December 2011
PEOPLE, HARDWARE, DATA & METADATA INTERACTING...
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Friday, 16 December 2011
...IN A LIVING, BEHAVING NETWORK
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Friday, 16 December 2011
THE LARGEST LIVING ORGANISM IN THE WORLD IS A NETWORK - WITH 36000 SEXES!
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Friday, 16 December 2011
NETWORKED DIVERSITY IS THE KEY TO SURVIVAL
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Biodiversity is evolution’s safety net In the case of humans, we have
eliminated diversity from our evolutionary line - there is only homo sapiens sapiens, a monoculture.
In human society, cultural diversity takes the place of biodiversity.
The variety of human cultures, networked together, is our safety net.
Friday, 16 December 2011
Name:Date of Birth:
Nationality:Sexual Preference:
Political partyAnnual income:
Weaknesses:
2X + 376Y/
35M - (Y-7)*G3 +
R∜2 = ???? I think therefore I am
Based on accumulation of information
Search engines focus on ability to find unimaginable quantities of hierarchically ordered information
You can even accumulate « friends ». This can become a competition.
The Information Society – a Collector Mentality
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Friends!
Friday, 16 December 2011
The Information Society – a Collector Mentality
This mirrors older collector models, for example, collectors of « music ».
As noted by Evan Eisenberg, in his book, « The Recording Angel, » these collectors confuse the physical object (a disk) with « music »
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Friday, 16 December 2011
What is music?
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Friday, 16 December 2011
Music can only exist in real time
Performed by live musicians Decoded from a recording medium Replayed in our memories. It is impossible to hold music in our
hands or manipulate it in tangible fashion.
It is, perhaps, the first virtual art form.
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Friday, 16 December 2011
Music in the digital age The advent of digital recording has simply changed
the way we encode and store music performances: Digital recordings of real-time performances Creation of original digital codes and algorithms that, when
decrypted, produce music in real time Digital production of traditional and non-traditional graphic
notations for music, before or after the fact of « composition ». Mixtures of the above
Digital recording also allows direct editing and modification of the encoded digital file, without loss of quality.
The same applies to copies. Every copy is a clone, and every clone can be modified in the same way as the original.
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Friday, 16 December 2011
Music in the digital age
When digital clones of music files go out onto a network, they can take on lives of their own, be modified, in turn cloned, remodified, recloned, and so on, in a dizzying parody of the old exquisite corpse game.
« E unum, pluribus » Or, another viral model.
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Friday, 16 December 2011
Peer to peer
The collector model of a network involves a client-server structure: central repository accumulates information, amasses it from distant clients, and « serves » it up on demand to them. Who controls the server, controls the information.
The peer to peer model, developed originally via Napster, allows users to share information without any central server or control. Each user on the network decides what s/he wants to share with others, and what to take from the shared pool.
Individual choices = pooled community resource
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Friday, 16 December 2011
The « music industry » vs music
The music industry, largely based on the collector model of buying and selling physial objects that encode music, was rightfully terrified by the advent of peer-to-peer.
Many years later, even after having destroyed Napster, they have been unable to stop peer to peer sharing and continue their hold on the distribution of music as physical objects.
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Friday, 16 December 2011
The « music industry » vs music
In truth, music was always resistant to this model
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Garage Band
Friday, 16 December 2011
The « music industry » vs music
Instead of adopting a new business model that would enable it to survive, the music industry has tried to wall itself inside a fortress of enforcement of copy-right when copy-making has gotten totally out of their control.
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Friday, 16 December 2011
The « music industry » vs music
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Music wants to be heard. People, sharing
a powerful, behavioural system that confounds the power, money, and political clout of huge companies such as Time-Warner, Universial, BMG, etc.
In such a system, what is the part of the infrastructure? The technology? The people?
Friday, 16 December 2011
Individualism vs Community
“We shape our tools, and thereafter our tools shape us” -Marshall McLuhan, 1960s
Individualism trumps the community at every pass (at least in the USA) -Jessica Tuchman Matthews, 1980s
“Friendship is strong, but the Whopper is stronger” -Burger King, 2009
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Friday, 16 December 2011
FRIENDS AS COLLECTABLES
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What would you do for a free WHOPPER®? Would you insult an elected official? Would you do a naked handstand? Would you go so far as to turn your back on friendship? Install WHOPPER® Sacrifice on your Facebook profile and we'll reward you with a free flame-broiled WHOPPER® Sandwich when you sacrifice 10 of your friends*.
Friday, 16 December 2011
Facebook and Burger King
When Burger King advertised that it would give a free hamburger to anyone who « unfriended » 10 people on Facebook, two things happened simultaneously: Thousands of people responded (many re-
friending the same people the next day) to benefit from the individual gain proposed.
Thousands of people protested, forcing to Facebook to negotiate the withdrawl of the ad from Facebook.
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Friday, 16 December 2011
Individualism vs Community Networks foster exchange. However, exchange can be one-
way (broadcasting), two-way (transactional) or multi-way (viral and communal).
The only way to ensure that the dream of greater community, openness, « glocalisation », can take place is to ensure that there is space, in an internet that is more and more dominated by a transactional, individualist collector model, held safe for multi-way communities to develop and prosper.
These are behavioural models, and we cannot expect that such behaviour will spontaneously appear simply because we have a technological infrastructure to support it. The recent history of web 2.0 proves this.
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Friday, 16 December 2011
Web 2.0 does not exist
There is no such thing, in technological terms, as web 2.0 – it is a marketing term.
As a marketing term, it represents the application of certain interactive technologies which are not new, to transactional relationships, often relationships that raise questions of Big Brother (keystroke logging, localisation, use of cookies to develop profiles for « push » technologies, etc.)
The principle benefactors of these technologies have been large economic interests, most notably Google and Amazon.
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Friday, 16 December 2011
Web 3.0 does represent a paradigm shift Web 3.0, as it is being developed by the
W3C consortium, represents the semantic web, which promises that documents will be machine readable and parseable.
It also uses ontologies for searches, which are more interesting than hierarchical searches as they often produce surprising results or lead the user down new paths.
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Friday, 16 December 2011
The Transformation Society
The Transformation Society proposes a model built on the transformation of information into knowledge, and a behavioural model that can be described as « technoethical. »
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Friday, 16 December 2011