Late age of print
Term comes from media theorist Marshall Meluhon
Age of print 1450, Guttenburg's bible
First piece of technology that allows us to mas print
First time in human history can be decimulated widely, not just to the cultural elite
Knowledge becomes more democratic
New age of literacy - computer literacy. The government see it as important
-Previously, computers used by banks & governments, now its in the public sphere.
The role of the 'reader'
Electronic book (e-book) is it democratic?
Reader takes on the role of the author, more dogmatic, literally & metaphorically
Printed books become just expensive
Internet changed the way we read
Definition of mass media
Modern systems of communicating & distributing Newspapers, Cinema, Advertising, Publicity, Television
Thinking critically about the mass media
- Analytically & systematically unpick it
1. Superficial, uncritical, trivial
2. Viewing figures measure success
3. Audience is dispersed
4. Audience is disempowered
5. Encourages the Status Quo
-Encourages positive consensus instead of going out of the box or challenging
6. Encourages apathy
7. Power held by the few motivated by profit or social control
8. Bland, escapist & standardized
9. Encourages escapism, seen as a drug which anaesthestises us
Positive criticism
1. Not all mass media is low quality
2. Social problems & injustices are discussed by media
3. Creativity can be a feature of mass media
4. Transmission of high art material reaches a broader audience
5. Democratic potential
Artist's use of mass media
John A. Walker
Theorising the problem of art, what happens when mass media is dominant in society
What happens now when its not high culture, no longer elitist or private & filtered down
Jackson Pollock
No social contemporary
No politics
No meaning in the world
Thomas Crow
Book 'Modern art in the common culture'
Pop artists come after abstract expressionists
Attack on elitism
Andy Warhol
Green Coca Cola Bottles
Marilyn Monroe print
his work is repetitive to express consumerism
Marcus Harvey
Mira Hindley re-creation
Creates an intimate relationship, only possible through the press
Hindley & families of dead children wanted it removed
Press photography/Mass media representation society
Conclusions:
New media are changing the way we consume & read text & image
Theorists of the mass media have different view points seeing it either as negative or positive
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