|Media Cultures in Flux | by Zorah Mari Bauer (2007)|
media culture 1.0 | example BROADcast
Do you remember? In its heyday, broadcasting media were quite straightforward. The German media landscape consisted of only a handful of broadcasters. The roles of the producers and consumers were clearly defined and the system seemed to be untouchable.
If you were working out of town you rushed home to see the evening news.
The nation gathered in front of the TV in an equalized fashion. The next morning
one had a common topic of conversation: How was the movie last night? TV was a
top-down offer with a mass impact, literally "broadcasting".
media culture 2.0 | example WEBcast
In the times of Web-TV, IPTV, Video-Podcasts, Vlog etc., content is not defined by authorities anymore. Nor is it published to the masses top-down. Now, everyone has the possibility to get connected in a bottom-up fashion and to obtain opinion leadership.
"Now we are TV! Everybody can be a broadcaster!". A democratized appreciation of media makes
a broad impact. Millions produce their own content on a daily basis. The community itself
decides upon the meaningfulness of content. Everybody has a chance to find his audience.
media culture 3.0 | example LIFEcast
The internet pioneer Howard Rheingold predicts in his book "Smart Mobs – The Next Social Revolution" that collaboration, mobile communication and permanent internet connectivity will mutually amplify. Thereby, the idea of a "virtual" community overlaps with real life.
Complex information can now be integrated into the material object world. The user can
access information directly within his experience context. Location based information spaces
turn the world into a three-dimensional interaction space which incorporates not only the
position of a PC mouse, but the actual position of the interacting user. Welcome Media Culture 3.0!