Mediatization of everyday life

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From the course by National Research University Higher School of Economics

Cultural and creative industries

6 ratings

National Research University Higher School of Economics

Cultural and creative industries

6 ratings

Main objective of this course is to trace the development of the Cultural and Creative Industries as an idea and as concept and to identify the key points of changes within it in relations with contemporary digital connected world. Another important task of this course is to provide the deep understanding of the difference between cultural and symbolic meaning products (such as films, recorded music, book and periodicals, online media content etc) and other kind of goods. This course will help you to: - Identify main peculiarities of cultural and symbolic goods in their difference with other branches of economy in terms of production chain, risks, relationship between different stages of production. - Be able to analyze cultural products and symbolic goods from the organizational, economic, business model point of view. - Be able to invent new business models and analyze cultural products in terms of their productions risk. - Be able to analyze cultural policies and creative industries/clusters policies. Main prerequisite to this course is to be able to produce analytical texts in humanities. Normally the course addresses all students of master level interested in peculiarities of media and cultural economy and management. This course is strongly not recommended for those who: - Analyse any market or industry only in microeconomic terms (supply and demand, level of competitions etc). This course is not about market but about peculiarities of symbolic goods; - Try to interpret culture only in terms of marketing and management (i.e. culture is considered like a simple good to be sold to the consumer). This course considers it more broadly like a human agency to produce meanings of everyday life. That’s why cultural goods are different and can not be interpreted exclusively in terms of consuming and need more or less state support; - Try to interpret culture like pure “art” and consequently are absolutely not preoccupied by organizational aspect of its working. This course uses a large number of concepts coming from different fields of science: political economy of communications, cultural studies, sociology etc. Some aspects of the course are commented by known scholars in this field such as David Hesmondhalgh (University of Leeds), Phillipe Bouquillion (University Paris 13 Nord), Bernard Miege (Grenoble Alpes University).

From the lesson

Evolution of cultural industries in digital age

During this week we'll learn transformations of cultural industries after digital revolution. We'll touch upon changes in business models, platforms and general logics shaping cultural industries in digital era.

Diversification of channels5:32

Appearance of new products: material vs immaterial8:41

Further industrialization7:34

Mediatization of everyday life8:44

Individualization of cultural practices9:46

Theory of communication needs and its evolution in digital environment9:27

Meet the Instructors

Iliya Kiria
Professor
Department of Media

Another important driver, another important trend which drives

the cultural industry's development is

their mediatization of the larger fields of everyday life.

Because, actually, we have deal with the phenomena which

some scholars calls the Googlisation of the information segment,

Googlisation of the everyday life of course.

Because, we have deal with the more and more strategies and

especially more and more social practices which become mediatized,

which can be considered without media or which are

actually performed only and mainly by the way of mediatization.

So by the way of particular symbolic content

producing and by the way of particular medium device ideology.

So, and from this point of view the example

of the domination of very narrow number of film on the market,

such as Google, such as

any other technological platforms becomes a very, very important trend.

And of course, a lot of them are

considered as open access-based platforms, et cetera, et cetera.

But, this is the new form of market dominance.

Of course, it creates

the particular logics of

the money making with a particular field of content.

For example, if we will take a look on online games industry,

we'll see that the commercialization of the online games is build up

inside the games scenario because during

your playing you are choosing different kind of

strategies inside your scenario of the game,

and inside this scenario there are some strategies which enforce you to pay,

which enforce you to buy some kind of ads,

buy some kind of plugins,

some kind of particular supplementary things, et cetera.

Of course, the mediatization means also the mediatization of the very large fields.

For example, take a look on transport practices,

such as online maps, GPS,

trackers, parking services, public transportation.

Actually, the people from urban area especially from the big cities,

et cetera, sometimes are absolutely depended from such kind of devices.

Because, such kind of devices make our lives much more comfortable, much more comfort,

much more easy to move, et cetera,

because transport practices could be compared,

recorded, shared, et cetera.

So, it's not only the navigation,

once you are coming to the GPS tracker,

or GPS navigator program it's not only the GPS navigator.

It's also some kind of media content

inside which you can find some information about the restaurants,

about museums, about sightseeing,

et cetera, et cetera, and you can share sometimes such information.

You can record it and you can also record your way and then share these recordings.

So it's not only your personal device,

it's also something which helps you to share your social experience with others.

And from this point of view,

another crucial field is the sport or health field.

Such trackers which could measure number of steps per day,

the number of water drink per day, et cetera,

became very, very popular,

just because such trackers are buildup into mobile devices.

And they're transforming the individual or private practice of

sport into collective practice where the results could be compared,

instantly shared, et cetera, et cetera.

And of course, it drives also the social experience of using of such kind of

devices because it's not only the footing,

the daily footing, it's also the daily social practice;

to foot and then to share and then to

compare your results with the results of other people, et cetera, et cetera.

And from this point of view another field or another trend which also

is criticized is at the same time pointed out largely by different kind of analysts,

it's what we call the uberisation.

From Uber and by the name of every known platforms which is even prohibited in

some countries because such platforms becomes the taxi services or

especially the taxi as the separate institution absolutely without any sense.

Because Uber is just the technological platforms which is

directly linking their driver and their consumer,

and the uberisation in different fields.

So the liquidation of any kind of intermediaries,

media working as platforms becomes also the common trend in such fields.

And as a case for example,

as a case which could be interesting to analyze could be for example,

the platform which allows organize your personal alimentary practices.

Because, instead of ordering the alimentation in restaurant for example,

or going to supermarkets and choose the products for cooking by yourself,

you can choose your menu for the week and the platform will

organize this shipment of all ingredient for each meal to your home,

but you will cook yourself.

It means that you will cook yourself,

but you don't need prior to go to supermarket to

choose what kind of products I should buy to prepare this particular soup,

or this particular meat or this particular vegetables.

You just choosing, clicking on the names

of different kind of menus or different kind of meals and then,

the platform is organizing the shipment to your home of the necessary ingredients

in the amount you need to your home in order to prepare it quickly, but by yourself.

This is a very interesting practice how the mediatizing platform,

how the media platform finally makes your real practice experience different.

Different because this is a different way of doing meal,

of preparing, of cooking meal.

Yeah, of course, it makes another forms of dependence.

Even capital is dependence.

And we'll speak about it.

But at the same time such kind of new platforms,

such kind of new social experiences organized through media platforms are proliferating,

and this is a very important trend.

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