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Posted by julian on
Friday, February 15. 2013
Lüders, M. 2008. Conceptualizing personal media. New Media & Society 10, 683–702 (available on-line: http://nms.sagepub.com/cgi/content/abstract/10/5/683, accessed 10 April 2010).
Abstract
The digitalization and personal use of media technologies have destabilized the traditional dichotomization between mass communication and interpersonal communication, and therefore between mass media and personal media (e.g. mobile phones, email, instant messenger, blogs and photo-sharing services). As private individuals use media technologies to create and share personal expressions through digital networks, previous characteristics of mass media as providers of generally accessible information are no longer accurate. This article may be situated within a medium-theoretical tradition, as it elucidates technical and social dimensions of personal media and revises the distinction between mass media and personal media. A two-dimensional model suggests locating personal media and mass media according to an interactional axis and an institutional/professional axis: personal media are de-institutionalized/de-professionalized and facilitate mediated interaction. The implementation of digital media technologies has important consequences for social networks and fits well within a theoretical discussion of the post-traditional self.
Overall
• A useful article which focuses on reviewing existing models (by Luhmann and also Thompson) that distinguish between personal media and mass media in the light of convergence and digitalised media
• Citing Hutchby, amongst others, Lüders argues that it is necessary to “acknowledge the materiality of technology […] without losing sight of the discursive practices through which we understand it.” (p687). She develops a three level model of media that incorporates media technologies such as the internet or the telephone, which allow media forms such as blogs or telephone conversation to develop. For the third level of media genres, she argues that “Media forms with near-naturalized, socially-implemented characteristics at this level constitute points of departure for more specific types of the same media form, that is, the development of different genres.” (p687)
- This is a useful way of looking at the types of media available
• It concludes that there are more overlaps now than before – e.g. a letter was between two people, whereas an email can be strictly symmetrical and interpersonal, or in effect delivered to a mass audience.
• It proposes a model that outlines the continuum that is present – the axes are institutional/professional vs the opposite, and symmetrical/mediated vs asymmetrical/quasi-mediated
• It notes the relevance of a network analysis, in that the types of interaction enabled by media differ and affect the types of communication and potential formation of strong and weak ties.
• It notes the increasing use of personal media forms by the mass media, to generate interest and loyalty amongst the audience. This underlines the increasing blurring between these two areas.
Please note - these are rough notes only, based on a first reading. They may be useful to someone interested in a considered perspective on this paper.
However, these notes do not necessarily represent a final opinion, and are subject to revision in the future.
Posted by julian on
Friday, January 27. 2012
This is a Prezi of a paper I presented last year at the 6th Asian Graduate Forum On Southeast Asian Studies at the NUS Asia Research Institute.
Here is the abstract:
Whereas the great majority of blogs are of the 'personal' genre - i.e. diaristic accounts of individuals' lives - academic research has focused mostly on the 'social-political' blogging genre and its relevance to the democratisation of the public sphere. Based on ethnographic fieldwork and drawing upon anthropological critiques of economic theory, this paper discusses the complexities of the articulation of personal blogging with existing models of media advertising in Malaysia. By conceptualising personal bloggers' provision of advertising space and 'advertorials' (paid blog posts), this paper argues that the monetisation of personal blogging has resulted in a new blogging genre, the 'lifestyle blog'.
The advertising industry in Malaysia has responded to the destabilisation of the advertising market enabled by blog affordances by seeking to internalise the bloggers who represent "voicy consumers" in the "economy of qualities" (Michel Callon). Robert Foster has argued that surplus value is created for brands "through the everyday practices in which consumers use branded goods to create social relations and shared meanings and affect." In effect, the diaristic practices of personal bloggers create both an opportunity for this process to take place and, for the more popular bloggers, a platform for advertisers to reach significant portions of a younger, more affluent, audience. By paying bloggers to incorporate brands in their blog posts, the advertisers seek to entangle the brand with the bloggers and their audience's shared network of meaning, or dynamic assemblage.
While these findings are based on the Malaysian context, they have particular relevance for Singaporean blogging, as well as potential relevance for blogging worldwide, which has seen an increased interest in blogs as an advertising platform embedded in local and contextualised markets.
Keywords: advertising, affordances, anthropology, blogs, Malaysia, marketing, media
Posted by julian on
Sunday, July 31. 2011
I've been hesitating for a long about putting this up. But I hope that someone will give me some feedback on it, and it may help those who - like me - spend a lot of time trying to work out what exactly an assemblage is.
The most comprehensive definition that I found is in A thousand plateaus:
On a first, horizontal, axis an assemblage comprises two segments, one of content, the other of expression. On the one hand it is a machinic assemblage of bodies, of actions and passions, an intermingling of bodies reacting to one another; on the other hand it is a collective assemblage of enunciation, of acts and statements, of incorporeal transformations attributed to bodies. Then on a vertical axis, the assemblage has both territorial sides, or reterritorialized sides, which stabilize it, and cutting edges of deterritorialization, which carry it away. (Deleuze & Guattari 2004: 97-8)
The two segments on the horizontal axis are in "reciprocal presupposition" (Bogard 2009: 16) - they exist because of each other, but neither causes the other. On top, the territorialisation seeks to define boundaries and stabilise the assemblage. The arrows leading out from the bottom are the lines of flight, cutting through the assemblage and engendering new ones.
Manuel DeLanda also discusses assemblage extensively in New Philosophy of Society, noting in particular the "relations of exteriority" - i.e. that the constitutive components are discrete and linked in contingently causal relations that do not imply 'logical necessity' (2006: 10) - and that an assemblage only becomes one (as opposed to a collective of interconnected components) when there are emergent properties that affect the constitutive parts (ibid.: 38). He adds a third axis "defining processes in which specialized expressive media intervene" (ibid.: 19), but I haven't included that above.
In terms of methodological insights, it is worth considering the original French word that has been translated into ‘assemblage’: agencement is a word that designates something that is put together with a particular goal in mind, a desire to construct something which has an order to it (see also Palmas 2007: 1-2). An assemblage, as apprehended by the analyst, can only ever be partially understood and - because it is traced back from its effects - the danger is to see telos in its apparent direction. One should not however assign teleological essence to something that has already moved on.
For example: Rain is not bound to finish in the ocean, and rivers have no purpose - nonetheless, there is a clear causal pattern that results in a riverbed that carries rainwater to the ocean. The river territorialises the land it flows through, enabling the growth of plants, supporting fauna, and so on. The river is an assemblage of earth, water, fish, gravity and more, and its operation is rhizomatic - it is never the same, and may overflow its banks or change direction at any given moment in response to movements of deterritorialisation or lines of flight engendered by, for example, an earthquake; or human pollution.
A blog is an assemblage too. This blog, as you see it, has been put together by me, and suggested by the affordances coded into it by a collective of programmers. I created it and I can delete it, but it also escapes me: there are copies in archives online, and it operates autonomously - displaying itself to you right now, with components recording the time you stay on this page, which website you linked here from (if any), what browser you're using, etc. It offers you the possibility to comment below, but recently I also have to delete multiple spam comments daily - both your comments and the spam are 'lines of flight', they are deterritorialising movements that reduce my own terrtorialising influence.
Anyway, I would much appreciate any comments on the visualisation above. Or anything else. Thanks
References
BOGARD, W. 2009. "Deleuze and Machines: A Politics of Technology?" In: Deleuze and New Technology (eds) D. Savat & M. Poster, 15-31. Edinburgh: Edinburgh University Press.
DELANDA, M. 2006. "New Philosophy of Society: Assemblage Theory and Social Complexity". London & New York: Continuum.
DELEUZE, G. & F. GUATTARI 2004. "A thousand plateaus?: capitalism and schizophrenia" (trans B. Massumi). London: Continuum.
PALMAS, K. 2007. "Deleuze and DeLanda: A new ontology, a new political economy?" presented at the Economic Sociology Seminar Series, Department of Sociology, LSE, 29 January (available on-line: h ttp://khup.com/download/32_keyword-callon-the-laws-of-the-market/two-versions-of-assemblage.pdf , accessed 22 November 2010).