Lecture Structure:
-Learn the characteristics of new digitial media, critically define it's social effects.
-Learn the definition of, critically analysise and theoretically study mass media.
- Learn about the relationship between art and mass media "high culture" vs "low culture".
The term "the late age of print" comes from theorist Marshall McLuhan, from the "age of print" around 1450 when Gutenberg's printing press was developed.
The innovation of print has given accesibility to literacy to the whole world, reducing and connecting people all over the world- through research, maps, theories- anyone has accesibility to any knoweldge, thanks to print.
Literacy in the "late age of print" expands even further- we are now vehichles for the consumption and re-production of knowledge. We now not only live in a "late age of print" but one of mass electronic media.
McLuhan "foretold" of how obsessed we would become as a culture for the consumption of information at all times, of course, now true thanks to mobile communications technology such as mobile phones, iPhones, iPads, notebooks, laptops, etc, aswell as insentives such as 'Computers for Schools' programmes- you are never far away from electronic resources, no matter where you may be.
Do electronic sources such as these show an insight to the future? Is this now "the norm"? As electronic information and media increases in popularity and technological delivery, surely paper-based information, as well as literature will become obselete?
Electronic media lets the reader take the role of the author- they choose what they read with a shift of power, creating a distance between those who create and those who consume, unlike what paper- based media used to provide.
Computer Media
Computer Media, the Internet, has completely changed the way in which we read. The Internet allows you to surf your way through information very quickly- perhaps creating a false sense of freedom or control? This induces a superficial style of reading in which the consumer reads what they WANT to read- possibly skimming over information that may help or enrich their views/outlook/knowledge.
The Internet also introduces a form of social constructivism, whereupon pupils and students can teach themselves. Stimulating and empowering, this is a receptive form of technology but perhaps ovewhelming, with such a high quality and range of technology to download- perhaps creating a struggle in terms of contemplation, and easily leading onto procrastination with other online temptations. Books force us to relax to engage with them properly, whereas online media is quite the opposite.
Definition of Mass Media:
*Modern systems of communication and distribution supplied by relatively small groups of cultural produce, but directed towards large numbers of consumers.*
-A few people organising what hundreds of people go on to read, thus leading to creating a political stance, making the reader feel more empowered.
Thinking Critically about the Mass Media.
Negative Criticism of Mass Media:
1. Superficial, uncritical, trivial- attempting to be popularist, shows such as Pop Idol and the X Factor are specifically designed to communicate to the masses- however, their popularity is merely worked from audience figures- not a true sign of quality, but conditioning. There is nothing radical, contreversial or thought-provoking about these shows, they are uniformed in the worry of alienating viewers.
2. Viewing figures measure "success".
3. Audience is dispersed- creating an illusion that you are part of a collective.
4. Audience is disempowered- always having to "bow down" to authority- phone-ins make it appear as if you have control or power, but the authority figures always win, whether it be through social climbing or financially.
5. Encourages the conservative Status Quo.
6. Encourages apathy.
7. Power held by the few motivated by profit or social control (propaganda).
8. Bland, escapist and standardised.
9. Encourages escapism (as oppossed to activism), seen as a drug which anaesthetises us.
Positive Criticism of the Mass Media
1. Not all mass media is of low quality (rapidly distributed, cheap)- creativity can sometimes be a feature- high art reaching broader audiences coming to US through television media as oppossed to ourselves seeking it out.
2. Social problems and injustice are discussed by the media.
3. Creativity can be a feature of mass media.
4. Transmission of high art material can reach a broader audience.
5. Democratic potential- controlled, but also shared.
Artist's Use of Mass Media
-What happens to the previously elitist art in the age of mass media? How does the relationship shift?
*Resource material- John A. Walker's 'Art in the Age of Mass Media'.*
Many forms of Mass Media in the modern age are built upon "shock factor" or contreversy- gaining instant response and attraction, such as Oliviero Tuscani's advertising campaign for clothing brand, (The United Colours of) Bennetton. His campaign traded upon the ideas of horror, tragedy, race, unity, social issues and disaster, each with a profound and memorable image. Although the contreversial advertising strategy was not neccessarily liked or understood by everybody, it was remembered, and brand association is undoubtedly one of the most important aspects of advertising and design.
The 'Leeds 13' group were another example of the movement of Mass Media within modern art- in the 1990's, the Leeds 13 Fine Artists group organised a "collection" named 'Going Places', whereupon they spent their grants 'going places' the world over, drinking alcohol and living the high life day-in, day-out, and documenting this photographically. Their lifestyles gained a lot of public interest as their images were published throughout the media, as many were unaware of their artists backgrounds.
From this public interest, they even gained careers- using and abusing the media to gain status.
Key Questions, The Arts.
-Can art be autonomous? (Exsist on it's own within a vaccum with no politics or social affairs, etc.)
-Should art be autonomous? (For some, yes. By doing so it retains it's purity and integrity- some art theorists say yes- he only way for art to be truly pure, standing away from questioning and influence).
Jackson Pollock's work is an example of being autonomous, as his work was creating purely from aesthetic freedom and expression without agenda, however, conspiracy theories state that Pollock was infact funded by the CIA, when the USA was against Russia- with the free, capitalist mind against the communist views of Russia, therefore, he only presented the illusion of freedom, not freedom of his true self.
Many artists utilised and exploited mass media- such as Picasso, Richard Hamilton, and Roy Litchenstien, each with political agenda and purpose in their art.
Litchenstien showed this consistently with his work- utilising the design and style of low-sphere comic books, representing them as high art with challenging, elitist views and underlying political messages.
Warhol and other "Pop" Artists were also "guilty" of exploiting the mass media- often reflecting on consumerist superficiality and mass-production throughout repition in his designs. The kitsch colours in his work reflect upon product design, again, reflective of mass-consumerism and production within society.
Conclusions
-New Media is changing the way in which we consume and read text and images.
-Theorists of the mass media have different viewpoints, seeing it as either:
*negative and a threat or
*pleasurable, positive and democratic.
-A great deal of 20th century art has utilised the mass media, often to be critical of it.
-There is a serious question in art theory as to whether art should be autonomous or not.
Glossary of Terms:
*Hypermedia is a term often used interchangeably with the term multimedia, (meaning, many media forms) however, it specifically meand the practice of interlinking media texts on an online document, which might involve passage to either visual, audio, computer programme, or other (written text). The arguement goes that hypermedia will encourage a new kind of literacy. The kind of textual reading is reckoned on being exciting and rewarding. Claims are made that the new kind of electronic reading empowers it's readers, who can take a more active role in the practice of reading than formally available from the printed page. The user can select the pace and depth with which he/she wishes to approach the electronic text. However, hazards such as 'being lost in hyperspace' and accepting the textual route as 'all encompassing' are apparent.
The Role of Hypermedia
*If hypermedia is to be taken as characterising a new form of literacy appropriate to a 'post-print' era, then we need to question what manner of transformation in society will it herald, for whose benefit and at what cost.
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