THE DIGITAL SUBJECT: DIGITAL MEDIA PLATFORMS AND CHANGING VIEWERSHIP PATTERNS
Abstract
The role of media, it has been recognised ever since McLuhan coined the adage “Medium is message”, is never transparent or neutral. The medium is able to mediate between the reality it apparently presents and the viewer’s perception of it. In the contemporary world, digital media platforms and convergence through devices like cell phone, is influencing the way in which people access content both as news and entertainment. Supported by limited amount of sampling gathered from set of people, my paper will propose that a major shift from collective viewing to individualized viewing is underway through which media is assuming an ever increasing power as an abstract force of social life and economic organization. I call the new individual consumer of digitized media “the digital subject”.
Keywords
Full Text:
PDFReferences
Cohen J. (2001). "Defining Identification: A Theoretical Look at the Identification of Audiences With Media Characters", Mass Communication & Society, Vol.4(3), pp.249-253.
Das B, Parthasarathy V, and Poitevin G. (2005). "Investigating Communication: Remooring the Contours of Research", Media and mediation, Communication Processes. Vol.1, Sage Publications, New Delhi.
Mead GH. (1934). "Play, the Game, and the Generalized Other", Section 20 in Mind Self and Society from the Standpoint of a Social Behaviorist, Morris CW (edn.), University of Chicago, Chicago.
Refbacks
- There are currently no refbacks.
Send mail to ijmss@ijmss.com with questions or comments about this web site.
International Journal of Management and Social Sciences, All rights reserved.