Transcript Globalisierung - Bauer, Thomas A

HANOI MEDIA DAYS 2013
Thomas A. Bauer, Dr. Univ. Prof.
Department of Communication / Faculty for Social Sciences /
University of Vienna, Austria
ACADEMY OF JOURNALISM ANDCOMMUNICATION HANOI
MEDIA COMPETENCE
AS A QUALIFICATION CONCEPT FOR A
MEDIA SOCIETY
Intention:
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Understand professional journalism within a framework of cultural
change: postmodern perspectives: deinstitutionalization, decontextualization, new relations, new contexts
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Develop our work program in a context of globalization as a
contribution to trans-cultural and tans-national bridging of
knowledge and news
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Understand media communication as a construction of social reality
with no privilege of role for journalism and increasing intervention of
audience (structural change / media change)
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Understand media work as contribution to establish a culture of
communicative awareness through media literacy (media quality)
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Get a knowledge of the competence of cultural theory in explaining
the role of “next-generation”-journalism, “next-generation-media”
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THESES:
MEDIA AS
A
CULTURAL
ENVIRONM
ENT
OF
SOCIAL
PRATICE
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Who wants to understand the world
must understand media: in media society media
literacy is a dimension of competence of life
There is no media-free moment
in the social constitution of mind
Questioning the role of media - is not:
what does media with people,
but:
what does people with media
The structural and cultural change in and
through media society demands a new
perspective of journalism:
a cultural practice in respect to the mediality of
society (individual and social life)
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Journalism and Media in Globalization Context
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Media Globalization - a collective term for an economically driven,
socially and culturally effectuated development of an increasing
international interdependence of the procedural methods in trade,
traffic and communication
Journalism embedded in globalized structures of production, exchange
and distribution of goods: standardisation, generalization,
trivialization, conversation
New media systems and (infra-) structures (low level technology,
instant-ubiquity, permanent disponibility etc.) create new semiprofessional, also semi-qualitative media models: media-connectivity
as a metaphor of modernity and cultural modernization
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What does media development challenge for? discharging and desolving theoretical perspectives
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Discharge media from a concept of national obligation (Cultural
Studies)
Disengage the concept of identity from constraint theorems
(congruence, compatibility,complementarity) (Frankurt School,
Critical Theory)
Enrich the communication concept with the categories of dialogue,
difference, conversation (Lebenswelt-Theory - Husserl, Hegel,
Schütz, Luckmann, Flusser)
Discover the the heterogenous character of constructs (cultural
difference, cultural diversity as a symbolic capital (Pierre Bourdieu,
Niklas Luhmann)
Challenge for Media Literacy as a social and cultural capital
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What does media development challene for?
discharging and resolving theoretical perspectives
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Contextuality of doing media: Forget the concept of influence and
face that media become such by using them in the context of
executing ones life: the question is not: what do media with
recipient? the question is: what do recipient with media? (Noam
Chomsky, Hans M. Enzensberger)
Emancipative perspective: from socialized use of media to social use
of media
In general facing the fact of the ubiquity of media in organizing all
environmental relations of personal life the theoretical view has to be
enlarged from media to MEDIALITY OF SOCIAL LIFE (F. Krotz,
Thomas A. Bauer)
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Media in relation to culture:
from structure-logical models of understanding media
to culture-logical concepts of mediality
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Construction of social / public reality (media as the reference
environment for agenda setting (what to know, what to do, what to
be aware of, what to expect, what to be afraid of)
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Identity-building (setting and using referential symbols and measures
of (comm)unity, overcoming the traditional references (nation,
ethnicity, language, family, immediate environment) and boarders
between we/others, becoming an issue of media- discourse - hybride,
poly-phrenic, and patchwork - and a topic (challenge) of social
dialogue)
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Media in relation to culture:
An Agency of & for Social Practice
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in constructing social networks and (new) formats for
cohesion/connectivity (setting networks through frames of interest or
situational needs, connecting people for a thematic moment, open
to be changeable and diverse)
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in balancing transition/ social change (setting and using media as
reflectors and as discourse-agencies of cultural change, as balancing
reference system for uncertainty / risk- and conflict foresight)
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Cultural convergence in context of globalization ( blending ways of life
and styles of executing life - de-hierarchization of social environment)
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Conceptualizing Journalism in Cultural Context
Journalism:
Professional handling of and towards social discourse streams in the interest
of a self-competent and self-reliable society building:
Authorized through professional structures as frame of reference of
observation of observation:
Nourishing, launching, supporting, enhancing, criticizing, intervening,
investigating….the social conversation as it happens mutually connected in
Everyday-context
Millieu context
Media context
Media:
The concept of setting social structures for symbolic interaction in models of
dialogue and discourse
An agency of & for social practice – overcoming the industrial perspective of
taylorization, but understanding the interaction as mutual awareness
between stakeholders being interdependent in establishing quality,
competence, trust
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Conceptualizing Journalism in Cultural Context
Journalism is cultural activity :
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working with media: medialization and construction of meaning
working through media : mediatization and networking
working in use of media: discourse and conversation
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refers to a territory (limited by boarders, rules, national structures,
symbols etc.) understanding of culture (identity, consciousness of social
cohesion etc.)
- conceptualizes communication as a structural environment of a cultural
program
- takes care for the contextuality of observing cultures (epistemological
condition: Observing other cultures makes the own cultural positions
being the subject of
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Cultural Change in social structures
new concepts understanding audience
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Social milieus and life styles – Cultural Studies- concepts explain media
work / media use as media habitus (Bourdieu): profession, income, etc
do not dominate the thinking as much (vertical differentiation),
increasing education and welfare created a horizontal factor of
differentiation: social milieu and lifestyle (routines of life) are the
variables of consume, media use, socialization.
They emphasize the “subjective side” of society: individualization and
inscenation of life and its expressive symbolization
The sinus-milieu typology differenciates especially between traditional
and modernized media users. The context of life determines the use of
media
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Cultural Change in social structures
new concepts understanding journalism
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According to Bourdieu’s categories of field, habitus and capital journalists
are conceptualized as players developing a special intuition (instinct) for
social capital
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According to M. Foucault’s concept of discourse (conversational contexts
related to social orders) journalists are agents of discourse – themselves
embedded in special discoursive systems
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According to the notion that media are platforms of social practice,
journalists are understood as acteurs within a social game, who’s
competence and effectivity depends from recipients as counterparts
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MEDIA CULTURE & MEDIA CHANGE - THEORY
REFERENCIES
BAUER, Thomas A. (2011): In Zukunft mehr Kommunikation. München
BOURDIEU, Pierre (1993): The field of cultural production. Stanford
GIDDENS, Anthony (1990 ): The Consequencies of Modernity. Stanford
HALL, Stuart et al. (1996 ): Critical Dialogues in Cultural Studies. London
COULDRY, Nick / HEPP, Andreas / Krotz, Friedrich (eds.) (2009): Media Events in a
Global Age. London
SCHMIDT, Siegfried J.(2007): Histories & Discourses. Rewriting Constructivism. London
SCHÜTZ, Alfred / LUCKMANN, Thomas (1973 ): The Structures of Life-World. London
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