Woah! Power & Economy. Not really top of my list in topics I feel a natural warmth to, however, when looking at them from the angle of the Internet, perhaps, just perhaps, I can glean some comprehension of these drivers of society.
My discussion board posts this week, went something like this:
What is the political economy of new media? Use Mansell to assist you in your answer.
The political economy of new media refers to the power and authority over the access to information and products and how then this relates to all through economic ties. The studies on how the Internet influences politics and power have been limited thus far. It is important to study this power and influence as many assume equality online, however, due to the influence of large organisations there is now a disconnect between that assumption and reality. There are a large number of studies into the products and services of new media, these studies do not delve into the powers "that are embedded within them" (Mansell, 2004, p97).
Economically, power is created through managing the scarcity of the resource. Within the parameters of new media, scarcity to formed through ‘the use of copyright, promotion of obsolescence, creation and sale of audiences and favoring’(Mansell, 2004, p98) The Internet is also controlled through fiscal means, creating spaces that need to be paid for to access, effectively ‘walling off’ (Mansell, 2004, p98) real estate online, inadvertedly (or not) created spaces that only people with the right knowledge/money/power can access.
Mansell, R. (2004). Political economy, power and new media. New media and society, 6 (1), 96-105.
Why must we be aware of power and institutions when studying the internet?
We must be force our awareness of power and institutions when studying the internet to ensure we recognise that the internet is not a "non-hierarchical economy and culture" (Mansell, 2004, p101). The Internet has created opportunities for many people but rarely do the main players within powerful institutions offer these opportunities in an altruistic way. For major media companies, people's interest, ideas and information are necessary for them to grow, we are the commodity and are now very easy to access. It is important to be critically aware that the even though each individual now has the power to publish themselves online there is "unequal participation and power in the open source communities" (Mansell,2004, p101). All people are not equal online, and much like traditional offline culture, powerful companies hold power online, and with that the ability to effect public opinion, political movement and access to information.
Mansell, R. (2004). Political economy, power and new media. New media and society, 6 (1), 96-105.
Web 2.0 - Facebook, twitter, Instagram - gathers a significant amount of users - of what use is this to advertisers?
The data collected via these web 2.0 applications is like a goldmine for advertisers. Users give data for free to the site, once the information is on the site it belongs to them. Once given freely, your data is then used to target advertise to you specifically, creating sales, and buzz, more 'likes' for the advertiser etc. . More than that, the application you gave that information to for free makes money off that free information. In a previous unit, one of the students asked on the blackboard 'would you pay for Facebook if that meant no advertising and data collection?'. I still think this is an interesting question - to keep your data within your control, would you pay for that service?.
Beyond Facebook, twitter, Instagram there are many 'word of mouth' online marketing companies who count on the general publics interest in sharing their opinion to help promote their clients products. I was recently sent a box of kids vitamins to 'share' with other mums. Through this online medium savvy marketers are finding and then adapting to the flexible delivery methods now available to them.
So, yes, it was an involved week. I have lost my way a little on Essay 1 and am questioning if I have involved the reading from Fiske at all. Perhaps I need a paragraph on 'everyday life' and what that actually means.....hmmmmm.....Must read and respond to the Gilbert reading for this week also.
cheers
Sarah
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