Modern and Post Modernism

Glen Creeber has analysed and examined the modern and post modern media through schools, theories and methodologies. Modernism refers to the early start of industry evolution which began at the end of the nineteenth century. During this time The Frankfurt School perceived the media as a standardised product and they believed that audiences passively consume the media. According to Adorno, who is involved in the school, he believes consumers crave 'standardised' culture products because they seem to validate lives that are themselves standardised. 

Post modernism refers to the changes that happened after the industry evolution. Post modernism includes the change in consumer culture and interactivity. Audience have began to create and control their own personal identity online. Harley calls this 'DIY Citizenship'. Consumers have began pick and choose how they wanted to represent themselves but also choosing what to discard and reject. This allows individuals to decide how they are defined "...rather than simply having to stick to the narrow and limited number of choices that once defined the past." (Hartley, 1999: 177–85). With this level of active participation, consumers become the producers as well as the receivers of New Media. Another example of power moving into consumers hands is 'Citizen Journalism'. Consumers become self made journalists as they write their own blogs, post comments online and share videos on topics of the days. 

These are positive examples as consumers are more involved with the media and can express their opinions. However, post modernism in New Media also has its disdvantages. For example, as the Internet is becoming increasing popular, people are relying on it more especially for communication. Face to face communication is being effected as people would rather email or message each other. "As more and more virtual communities come into being so some critics argue that real relationships and communities are being neglected; the one-to-one human contact on which civilization was based becoming increasingly redundant." (see Lister et al. 2003: 180–81). The Internet has also been accused of narrowing people's choices and it is encouraging them to be involved with unimportant media products such as low quality television programmes. 

In a media saturated world, the distinction between media and reality is becoming more unclear. What is represented in the media, consumers are treating as reality. Sean Cubitt believes that what is represented in the digital world is aesthetically different from what is provided by analogue. New Media represent audiences glossy images and limitless communication however "technological utopianism might suggest that New Media will automatically improve our world for the better, but our future well-being clearly lies in how and what we do with the choices we now have on offer." (Creeber, 2009 .p7)

Bibliography:


Creeber, G. 2009. DIGITAL THEORY: Theorizing New Media & Cubitt, D. (2009)