Livre - The 21st century media (r)evolution
070 MAC
Description
Livre
Peter Lang
Macnamara Jim
Presentation materielle : 1 vol. (X-486 p.)
Dimensions : 23 cm
The emergence of what are called ‘new media’ and ‘social media’ is one of the most discussed topics in contemporary societies. Because media and public communication are mostly analyzed within particular theoretical frameworks and within specific disciplinary fields, polarized views have been created with cyberoptimists and celebrants on one side and cyberpessimists and skeptics on the other. Thus we lack an understanding of the interdependencies and convergence between disciplines and practices. The second edition of this book expertly synthesizes competing theories and disciplinary viewpoints and examines the latest data, including international research from fast-growing markets such as China, to provide a comprehensive, holistic view of the twenty-first century media (r)evolution. Dr. Macnamara argues that the key changes are located in practices rather than technologies and that public communication practices are emergent in highly significant ways. Engaging and accessible, this book is essential reading for scholars and professionals in media and communication and an invaluable text for courses in media studies, journalism, advertising, public relations and organisational and political communication.
Preface, p. ix Acknowledgements, p. xi CHAPTER 1. INTRODUCTION: WHY AND HOW WE SHOULD RE-STUDY MEDIA, p. 1 CHAPTER 2. THE NEW MEDIASPEAK – TALKING ABOUT AND UNDERSTANDING MEDIA TODAY, p. 19 Changing media terminology, p .19 What is Web 2.0 and what is all the fuss about?, p. 37 The second media age, p. 59 A timeline of key Web developments: Web 1.0 – Web 3.0, p. 61 CHAPTER 3. ANALYZING TODAY’S MEDIASCAPE – PHILOSOPHIES, THEORIES AND DEBATE, p. 77 Major traditions of media critique, p. 77 Media barons and governments regulation versus net neutrality, p. 88 The digital divide, p. 96 Technological determinism, p. 117 The less-travelled middle ground and the beauty of grey, p. 121 CHAPTER 4. MYTHS AND CYBERBOLE, TRENDS AND TIPPING POINTS, p. 129 The end of endism, p. 129 The myth of cyberspace and cyberculture, p. 131 The disappearing computer and communications network, p. 137 Media are immaterial, p. 138 Audience fragmentation and demassification, p. 143 CHAPTER 5. THE SOCIAL ORGANIZATION? HOW ORGANIZATIONS ARE USING SOCIAL MEDIA, p. 161 Organizations jump on the social media bandwagon, p. 164 Gaps and cracks in the social organization, p. 166 International research on organizational social media use, p. 167 Transparency – six billion mobile/cell phones are watching, p. 183 Online reputation, p. 183 The “long tail” and other benefits, p. 185 Listening – the forgotten element of voice and communication, p. 186 Engagement, p. 188 CHAPTER 6. E-ELECTIONS, E-GOVERNMENT, E-DEMOCRACY – THE FUTURE OF POLITICS, p. 193 The mediated public sphere, p. 196 The emergent online public sphere, p. 199 The Obama phenomenon 2008, p. 200 The emergent public sphere internationally, p. 202 The 2010 Australian national election, p. 203 The 2010 UK national election, p. 211 Obama 2012, p. 213 E-election and e-democracy in Europe and Asia, p. 216 Online activism and democracy movements – the “Arab spring”, p. 218 Engaging youth and disengaged citizens, p. 222 What constitutes political discussion and participation?, p. 235 E-democracy and e-government – the role of emergent media, p. 238 CHAPTER 7. THE FUTURE OF JOURNALISM, p. 255 The loss of audiences, p. 258 The loss of media advertising, p. 261 The loss of journalists, p. 263 The loss of time, p. 265 The loss of “gatekeepers” – disintermediation, p. 268 The rise of citizen journalism and citizen media – threat or benefit?, p. 270 The rise of public relations and subsidized news, p. 276 The loss of “truth”, “objectivity” a source credibility, p. 280 Disaggregation, p. 291 Opportunities for a “new new journalism”, p. 293 CHAPTER 8. THE FUTURE OF ADVERTISING, p. 309 Structural as well as economic challenges, p. 310 The audiences that got away, p. 312 Evolving approaches in advertising, p. 313 Future approaches – relevancy advertising and other ways to “ad value”, p. 324 CHAPTER 9. FUTURE MEDIA BUSINESS MODELS, p. 333 Media industry strategy – or lack of thereof, p. 334 Emergent business models, p. 339 Big data – big opportunities or big problems, p. 357 Market intelligence and data v. privacy, p. 359 CHAPTER 10. THE FUTURE OF PUBLIC RELATIONS, p. 367 “Spin” from press agentry to the “spinternet”, p. 368 Professionalized PR – the strategic management paradigm, p. 371 Sociocultural PR?, p. 373 How PR practitioners use social media, p. 374 How practitioners should use social media, p. 379 Emergent media monitoring and analysis, p. 382 Emergent media relations, p. 384 A new paradigm pf public relations, p. 384 CHAPTER 11. THE FUTURE OF COMMUNITY AND CULTURE, p. 391 Reclaiming “folk” culture, p. 392 Identity construction – new “technologies of the self”, p. 393 Anomie or social glue?, p. 399 Engaging youth – generations x, y, z and C, p. 401 When autonomy and individualism are important – online “GREYS3? P. 404 CHAPTER 12. CONCLUSIONS, p. 409 References, p. 417 Index, p. 473
