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Media and the Social Construction of Reality. Mass-media and its role.

Media and the Social Construction of Reality. Mass-media and its role.

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Published by Duţă Ovidiu Ionel
Paperwork done to emphasize the importance of mass-media in the construction of reality.
Paperwork done to emphasize the importance of mass-media in the construction of reality.

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Categories:Types, School Work
Published by: Duţă Ovidiu Ionel on May 12, 2013
Copyright:Attribution Non-commercial


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1Media and the Social Construction of Reality. Mass-media and its role.
Ovidiu Ionel, Media Communication 1
Year Before mentioning mass-media and digital culture, I must mention how the wholeconcept of digit
al emerged and how it’s understood by the m
asses, either if they use or nottechnology. The digital implies exclusively the existence of technology, technics, an interface between the end user and the equipment which allows the handling of the end product in amore efficient manner from the classical analogue, where the time required to manipulateinformation captured in a technological manner was decisive in how messages where broadcasted and understood by the public.Digital means a struggle between ones and zeros. How two numbers, a maximum anda minimum, the existence and absence of a signal make possible information to be displayed,transmitted and received. In the digital era, where all start and end up into a digital interfacesuch as web-
sites varying from the classical html page where you’r 
e only presence is that of areader, way up to the dynamic web-sites that allow your thoughts to be displayed and read by
the masses, either by text, by photos, by videos. The manner in which these are produced isn’t
as important as the messages itself. Being a digital era, information must travel must and must be present as fast as possible to the consumer. The digital aspect determines that a culture is
formed following the structure of a digital environment, and afterwards it’s development in
more specific structures for a certain means of transmitting information, be it radio, TV,online, press. The end product is that this kind of culture is mostly like the pop-culture or the
hippie culture when the digital didn’t have such a strong presence in society.
 To summarize the existence of the digital concept in correlation with a culture and dayto day practices, over 95% of the information broadcasted and received are by strictly digitalor have started from ones and zeros. And in the good old days, what was touchable wasconsidered healthier because you knew for a fact that it existed. Now, paper money translatesinto plastic cards, salaries are bank accounts, our tax forms which were written on thousandsof sheets of paper are now just pages of internet with small filling areas with a YES or NO
.And the list can go on endlessly in explaining how 3000 years of history can be summed up inthe last 5 to 10 years in the digital form. And the most convincing argument that supports
Digital Culture
Charlie Gere, pag. 14, ISBN: 978 1 86189 388 8, 2008
2digital cultures is related to the invention, development and naturalization in the humanculture, in the collective thinking of the user and consumer of information of the socialnetworking sites, of the new-media theories and of the practices of new-media
. The internetand its welfare for humanity.
To speak of the digital is to call up, metonymically, the whole panoply of virtualsimulacra, instantaneous communication, ubiquitous media and global connectivity thatconstitutes much of our contemporary experience. It is to allude to the vast range of applications and media forms that digital technology has made possible, including virtualreality, digital special effects, digital film, digital television, electronic music, computer games, multimedia, the internet, the world wide web, digital telephony and wirelessapplication protocol, as well as the various cultural and artistic responses to the ubiquity of digital technology, such as Cyberpunk novels and films, Techno and post-pop music, the new
typography, net.art and so on.”
 This is a small opinion given by Charlie Gere in its book Digital Culture written in2008. Adding to what mister Gere has said, from personal perspective and experience in thedigital environment, I can say that now the digital is the yellow brick road on which youunwind your personal experiences and make them public. I have been a witness to the socialnetworking sites like Facebook, the online baptize, social revolutions broadcasted on twitter,newspapers written and created souly for the iPad
, and last but not least, although not as new but clearly more spectacular than most of the fore mentioned is the virtual reporter 
, createdand displayed through a hologram
. It’s just the evolution of communication and of a structure
on which this communication is base
d on. If it evolves or involves, those how use or don’t use
could say for real.The link between the digital and the human culture is easily understandable in theenvironments where culture emerge from social structures that developed in the course of evolution of a certain technology or media concept. Until technology as we know it appeared, popular cultures, social cultures were based exclusively on direct communication, afterwards
Digital Cultures - Glen Creeber si Royston Martin, pag. 18, ISBN-13: 978-0-33-5221974, 2009
Digital Culture
Charlie Gere, pag. 15, ISBN: 978 1 86189 388 8, 2008
3a bit superficial through the means of the printing press that made communication and broadcasting information more efficient and be transmitted far and wide. In 2010, people fromthe same city, sometimes from the same flat of apartments, use digital structures: chat, e-mail,telephone to communicate an idea, a status quo, a thought, and a communicational situationwith social implications. Even more, the social networking systems, which depend on thetechnological development for their evolution of fundamental social structures following thesaying: Sharing is caring. The population active in the digital environment creates pseudonyms to create themselves a virtual existence. For those who take part from thesesocial structures before the advent of new-media technology or trends in social media, theavatar and pseudonym is just as valid as the iron mask or the ball mask worn by those in theclassical age. Your quasi-existence on digital form still has a very real background, or mimicsthe real life as much as possible. And this makes your presence very solid of flimsy as a deck of cards. The internet grants you limitless powers but also grants people that like or dislikeyou, people you follow or follow you back and people you search to correlate your thoughtswith theirs, just as you would do in real life. Virtual people still have a real background andalthough your virtual presence is somewhat to blame for your lack of real presence, in the
digital media, if you don’t exist on the internet, you hardly exist in real life.
 And the existence of a culture of any sort, especially for digital culture, the internalstructures
create a coherence that establishes a cognitive value of a symbolical nature,representing the vision of that culture of the world, according to Clifford Geertz, either havingrealities that go with the media current or swim against this current. Even more, the unwrittenrules of technology of copy/paste redefine on a relatively large scale, the concepts of copy-right and the perception of the audience of what is yours, what belongs to another, what belongs to us and what is a common good. In the digital culture, the respect for copy-rightexists only at a superficial level driven by unwritten rules, urban folklore that live only in thedigital media that have a small basis in the real life. In the digital realm, what is present andshared by one is used and shared by others without or with little respect for the initial creator.The essence is to manipulate information, create, distort, remix and share information andmore than one has access. The concept of public or common good on the internet is still
subject of debate. That’s why hackers exist, torrent sites and sharing is more like a right thatyou have and you didn’t have to earn it. Rule and practice on the internet. Share and receive.
Digital Culture
Charlie Gere, pag. 18, ISBN: 978 1 86189 388 8, 2008

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