Internet Technologies

London.


The next and final keynote session at Transforming Audiences is a panel with Shaun Moores and Christine Hine. Shaun begins by reviewing his take on audiences, and notes that they have become less central to his conceptual vocabulary. Media studies has traditionally focussed on mass communication (as in broadcasting or the print media), with its clear production/distribution/consumption divisions. There was a settled way of media studies which emerged from this, and that approach now needs to be unsettled, that vocabulary needs to be revised.

London.


The first day at Transforming Audiences finishes with a keynote by Natalie Fenton and Nick Couldry. Natalie points to creativity, knowledge, and participation as the three central themes of this conference - in that context, what does it mean to be political in the new media age? What are the principles for the way we conceived of and carry out our citizenship? How do we engage in political life?

There are multiple conflicting views on the impact of social media on political participation, of course - a sense that social media break down public/private barriers and lead to new forms of participation, and those who characterise such participation as an incessant meaningless conversation which never leads anywhere. Taken by themselves, both are likely to be wrong - so what is the real story here?

London.


The next speaker at Transforming Audiences is Brita Ytra-Arne, who compares the experience of reading print and online magazines (focussing here especially on womens' magazines in Sweden). Interestingly, Brita's research subjects, established readers of print magazines who nonetheless were also capable Internet users, strongly preferred using print magazines.

This was due only in small part to differences in content, however. A better explanation is provided by considerations of context: media use formed part of everyday life for these people, but the technological context of reading online magazines recalled a feeling of work rather than leisure, and such reading - even where laptops were available - was seen as uncomfortable and impractical. This may well be different for different groups of users, however, Brita stresses. Additionally, the content presentation of Web media was seen as inappropriate: clicking, scrolling, navigating was not seen as preferable to turning the pages of a magazine.

London.


The next speaker at Transforming Audiences is Eggo Müller, whose interests is in spaces for participation by active audiences. He notes the long history of work on the changing nature of the audience, and the wealth of recent material on Web 2.0 spaces. There's also been a growing amount of critical work highlighting the corporate embrace of user-generated content as cheap labour, however, and examining the in-built assumptions in the design of spaces for collaborative content creation.

Participation as a concept became popular in the 1960s in the context of critical studies of the limitations to citizen participation in the democratic process. Television as a centralised broadcast medium, expecially also in its public broadcasting form, became seen as symptomatic for a division into elite cultural producers and largely uninvolved audiences. More recently, of course, television has also been a significant vehicle for new forms of audience participation through formats from Big Brother to the various [insert country here]'s Most Wanted shows. Such shows position the viewer in specific roles - e.g. as watchful citizen/police snitch - and thus similarly create spaces of participation.

Brisbane.


The final speaker in this ANZCA 2009 session is Bronwyn Beatty, speaking about the YouTube election debate last year, hosted by New Zealand's One News. This follows similar events in other countries, chiefly the US - it is part of an ongoing YouTubeification of politics, some have said.

TVNZ had an agreement with political leaders in New Zealand for three debates between the two main candidates. For the final of these debates, it invited video questions from its audience, uploaded through YouTube. This was framed as participating in the democratic process, and closely followed the model established by CNN for its debates between the US presidential candidates - TVNZ selected 'the best' of the user submissions to show to the candidates.

Brisbane.


The next presenter at ANZCA 2009 is Toija Cinque, who continues the discussion especially of public broadcasting in the online environment. The Net increases the diversity of information available to inform the citizenry, of course - but public broadcasters continue to be bound also by their charters and need to adddress their obligations.

Journalism is now becoming more a process than a product, and this provides journalists with less and less time to ascertain what is true and significant. This may mean that the public now gets more pure opinion than factual detail - and crowdsourcing information from users only adds more problems with fact-checking to this process. This also pertains to the use of hyperlinks on news Websites, of course - one reason why still so few mainstream news Websites link to information outside of their own sites (in addition to the desire not to provide easy avenues for users to leave the news organisation's own site).

Brisbane.


The next session at ANZCA 2009 starts with Matt Allen, reflecting on the concept of Web presence, not least in the context of teaching and learning. (I'm afraid I missed out on Jack Qiu's keynote as I was talking to colleagues from the ABC's Pool project.) Web presence is operating as an organising device for Matt's students in Internet Studies at Curtin University, and he has an Australian Learning and Teaching Council project on authentic assessment using Internet tools. Finally, learning is a form of knowledge work, and the more knowledge becomes networked, so must learning - so, knowledge networkers must ensure they have a Web presence that is both centred and decentred.

Brisbane.


The next speaker at ANZCA 2009 is Orit Ben-Harush, whose interest is in communication in social networks, and she begins by introducing the idea of 'friendworks': that is, a specific group of people (considered as friends) within one's entire social network. Her study traced such networks in a small Australian seachange community in New South Wales, and also especially focussed on the use of mobile phones by this community.

Social network as a term is too broad for this sort of analysis - and while friends and friendship are rather vague terms in this context, they are nonetheless highly productive. Social networks overall include family, friendworks, work-related networks, location-based connections, and online relationships, and there are overlaps between these network components, of course.

Brisbane.


The third speaker in this ANZCA 2009 session is Rowan Wilken, whose interest is in the metaphors applied to mobile telephony. The power of metaphor lies in the fact that it enables one well-know domain to provide an interpretive framework for another, less known domain. Metaphor proliferates, therefore, especially also in descriptions of new technologies, and has been studied in some detail in relation to the Internet, but less so for mobile technologies.

Common metaphors include navigation - cyber, for example, comes from the Greek kybernetes, or steersman, and the information superhighway is a more recent metaphor in the same vein. Such metaphors also point to the need to regulate and control these spaces, and are also related to a common group of transportation metaphors. Another common metaphor is linked to pioneer myths - as in Howard Rheingold's book Virtual Communities, at one point subtitled Homesteading on the Electronic Frontier. These perpetuate western colonial metaphors and a private property model, some have argued - again highlighting possible regulatory frameworks for these new technologies.

Hamburg.


The final speaker for Alcatel-Lucent Foundation / HBI 2009 is Gabriele Siegert from the University of Zürich, who summarises the conference. She begins by noting the unwillingness of citizens to continue to pay for media, and suggests that changed orientation in media organisations will necessarily also change the content of the media - product placement, for example, will necessarily affect the content within which products are placed.

There are two key areas here: the structural changes in advertising, for which product placement is one phenomenon - it is a sign of a new logic which is present well beyond television entertainment. However, this new model will not replace more conventional advertising; not least, it has yet to be researched in full.