gustavo cardoso in3 jan2011_a

gustavo.cardoso@iscte.pt Consumer and Internet Workshop

UOC, IN3Barcelona, 10 January 2011

Beyond Internet and Mass Media...

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

Our Network Cultures...

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

Convergence Culture...

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

Cloud Cultures...

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

Openness Cultures...

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

Piracy Cultures...

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

Belonging Cultures...

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

Cultures built out of mediation...

(…)

Network Society

Answer? Understand we are living in a… (Manuel Castells)

Networked Communication

Answer? Understand we are no longer living Mass Communication… (Gustavo Cardoso)

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

Communication…?

How is it today?

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

But also what beyond mediation?ofonia, Português, Língua portuguesa, Cultura Lusófona)

What Mediation?

Self Mass Communication (Castells)

Multimedia Interpersonal Communication

One to Many Mediated Communication

Mass Communication

This is our mediated Communication

Self Mass Communication+

Multimedia Interpersonal Communication

+ One to Many Mediated

Communication +

Mass Communication =

Networked Communication

non mediated face to face

(…)

gustavo.cardoso@iscte.pt Instituto Universitário de Lisboa

It depends, both probably…and also prosumers…and, of course, still audiencesortuguês, Língua portuguesa, Cultura Lusófona)

Users or Participants?

a space where

the “user” and “audience” meet

giving rise to the “participant”

(Roger Silverstone)

when it happens mediation changes

our media diets change

http://www.wired.com/culture/lifestyle/magazine/17-08/by_media_diet

media matrixes change

i.e.our shared representations

new media systems develop

where the “participant” has a new central role

the participant as distributor

the participant as innovator

the participant as classificator (of experience)

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

Cloud Cultures...

News, Fiction, Opinion and Commercials

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

Ownership, from close to distant...

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

Openness Cultures...

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

Are always Beta, Updated, Remix(able)…

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

Piracy Cultures...

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

What is available is shareable...

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

Belonging Cultures...

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

Be part of “us” be part of our network…

From Media to People or…

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

It’s all about the people…”the media are no longer the message”

In the 70’s, McLuhan argued that

the media is the message—

TV

Castells, in the turn of the century suggested that we should think of

“the message being the media”

WEB+TV

Eco, around the same time, suggested:

“the media precedes the message”

WEB+TV

When the message is remixed by the people…

Its all about the people…when they remix the messages using facebook, twitter, orkut, “television”, radio, press, cinema, p2p, video, games, machinima, blogs, music…

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

The People are the message…

gustavo.cardoso@iscte.pt 

Instituto Universitário de Lisboa

And Communication is Networked…

And the consumer changes its practises and representations on media consumption...

Gustavo Cardoso, 2011