MAC 325 Lecture Notes - Lecture 8: Andrew Keen, Ok Go, Web 2.0
26 Jun 2018
School
Department
Course
Professor
Pre-Digital Practices Remediation
Definition: “The ability to speak and be heard in shaping the traditions, practices, or values of a
group.”
○ Central Question: How does the Internet extend (or “re-mediate”) pre-digital
practices in new ways?
●Additional Questions:
○ Who benefits?
■ We may think it’s everyday people but more likely it’s institutions
○ What does is mean to be “authentic?”
○ How does the internet change our relationship to traditional media and media
producers?
●Broadcasting VS Narrowcasting
○ Broadcasting 1920-present
■ TV, radio
■ Sending out a single message that hits a lot of people at once
■ Central location, large group - kind of general / generic
■ News / SNL / Sitcom
■ Web Examples: YouTube, Wikipedia
○ Narrowcasting - ascends with Web 2.0
■ Messages target small groups - they are really engaged and interested
with the information they are getting
■ Cable channels - ESPN / Comedy Central
■ Fandom online / groups within Facebook
■ Subscriptions
■ Netflix original series
○ The internet enables narrowcasting
●Culture (revisited)
○ Things you just know after being socialized
●Discussion: How do we circulate culture?
○ Where did you learn how to be on a first date?
■ Media
■ Interpersonal relationships
■ Experience / observation
○ Before Mass Media - relationships and observations
○ Media accelerates in the 20th century with broadcast
●Participatory Culture
○ Henry Jenkins, Textual Poachers
(1992)
○ “Participatory Culture” way to emphasize active nature of fan communities -
things like Star Trek
○ Expanding definition in Web 2.0
○ Blurs amatuer and professional - amateurs are able to remix media
■ People participate for personal reasons etc.
