New Media Technology
           For Young Generation

           Lecture by:
           Djadja Sardjana , MM (djadja.sardjana@gmail.com)


Monday, May 11, 2009      Prasetya Mulya Business School      1
A Highlight


           Lecture :
           New Media Technology for Young Generation


Monday, May 11, 2009   Prasetya Mulya Business School   2
Definition




                                               2:34




Monday, May 11, 2009   Prasetya Mulya Business School   3
Three levels of ‘new’ media
    (Lievrouw and Livingstone)
    1. Artifacts and devices (technologies
       themselves)
    2. Communications practices (how we use
       them)
    3. Social and institutional arrangements that
       support and enable them
                              Source : Professor Terry Flew




Monday, May 11, 2009   Prasetya Mulya Business School         4
History of ‘old’ media tells us
    something about ‘new’ media
      Long-standing utopian/dystopian assumptions about
      technology
           ‘cyberspace myth’ (Mosco) - promise of an alternative
           reality
           Technology out of control (Frankenstein, 2001: A Space
           Odyssey, Blade Runner, Terminator films)
      ‘Lag’ between introduction of a new technology and
      its broader social implications can be up to 50 years
      e.g. electrification and modern industry, cities and
      commerce
                                  Source : Professor Terry Flew

Monday, May 11, 2009   Prasetya Mulya Business School               5
Classic ‘new media’ debates
      Marshall McLuhan (Understanding Media, 1964)
         ‘the medium is the message’
         Media influence not only what we think but how we think
         Many of the changes associated with media are imperceptible
         Internet: key is not what is on it but how it ‘networks’ us
      Raymond Williams (Television: Technology and Cultural Form, 1974)
         Technologies are socially shaped by relations of power, conflict
         and control
         Technologies develop in different places in different ways
         Huge corporate and government investments in controlling new
         media
         Jonathon Zittrain, The Future of the Internet, and how to stop it

                                  Source : Professor Terry Flew

Monday, May 11, 2009   Prasetya Mulya Business School                        6
The Machine Is Us/ing Us                                4:33




Monday, May 11, 2009   Prasetya Mulya Business School          7
What are they talking about?




                                  Source : Erab Fuqaha

Monday, May 11, 2009   Prasetya Mulya Business School    8
How It Works                                 3:44




           Lecture :
           New Media Technology for Young Generation


Monday, May 11, 2009   Prasetya Mulya Business School          9
You and The New Media




Monday, May 11, 2009   Prasetya Mulya Business School   10
New Media Conversions




                                              Source: Professional Convention Management Association


Monday, May 11, 2009   Prasetya Mulya Business School                                                  11
New Media Geography




                                              Source: Professional Convention Management Association


Monday, May 11, 2009   Prasetya Mulya Business School                                                  12
New Media & You In Action                                                                       5:29




                                              Source: Professional Convention Management Association


Monday, May 11, 2009   Prasetya Mulya Business School                                                  13
Working with New Media (1)
  ‒ Key concepts from Virtual Cultures:
                Data      Information       Knowledge      Wisdom (‘DIKW’)
                    Finding         Evaluating     Understanding
                                     Sharing

        • Data Information:
          Finding relations between data
        • Information Knowledge:
          Evaluating patterns in the relations
        • Knowledge      Wisdom:
          Understanding the underlying principles
        • Information Communication          Collective Intelligence
          Sharing your knowledge and understanding


                                               Source: Dr Axel Bruns


Monday, May 11, 2009    Prasetya Mulya Business School                       14
Working with New Media (2)
       Convergence Culture (Henry Jenkins):
            DIY, participatory culture (especially enabled through new media technologies)
            media consumers become media creators and distributors
            repurposing, remixing, mashing up content (“Rip. Mix. Burn.”)


       Produsage:
            no fixed producer / consumer roles – everyone can be a produser
            collaborative DIY outcomes are always temporary, never finished
            shift of business from selling finished products to offering support services

                                               (as producer)

                         content                 producer                content

                                                 (as user)



                                                 Source: Dr Axel Bruns


Monday, May 11, 2009      Prasetya Mulya Business School                                     15
Produsage in Context
                                               Produsage Environment                          commercial / non-profit
                                                                                              harvesting of user-
                                              (populated by produsers)                        generated content
      content development
        space set up by                                                                       (e.g. The Sims, Wikipedia
         community or                                                                         on CD-ROM)
          company to                                                                                    commercial / non-profit
       harbour produsage                                                                                services to support
        (e.g. Wikimedia                                                                                 produsage
      Foundation; Google;                                                                               (e.g. Red Hat,
         SourceForge)                                                                                   SourceForge)


                                                                                                                  valuable, often
                                                                                                                  commercial-grade
                                                                                                                  content is created




         initial IP contributions
                                                                                                     commercial activities by users
          from individuals, the
                                                                                                     themselves, harnessing the hive
            public domain, or
          commercial sources                                                                         (e.g. support services,
                                                                                                     consultancies, content sales)

                                       collaborative, iterative, evolutionary, palimpsestic
                                                 user-led content development


                                                                 Source: Dr Axel Bruns


Monday, May 11, 2009                Prasetya Mulya Business School                                                                     16
Implification & Impact


           Lecture :
           New Media Technology for Young Generation


Monday, May 11, 2009   Prasetya Mulya Business School   17
Impact on Identity and Social
    Relations
      Use of new media for communication, networking, community
      Younger users seen as ‘digital natives’ (Prensky) of the new media
      environment
      Understanding of user groups as ‘virtual communities’ (Rheingold)
      Playful creation of online identities (Turkle) with meaningful social
      lives
      Move beyond ‘virtual’ / ‘real’ distinctions
      New media as cultural technologies, affecting our culture and identity
      “Time and space, body and mind, subject and object, human and
      machine are each dramatically transformed by practices carried out on
      networked computers” (Poster)


                                 Source : Professor Terry Flew, 49-54

Monday, May 11, 2009   Prasetya Mulya Business School                          18
Impact on Political Economy
    and Cultural Studies
      Political economy:
           focus on economic and industrial dynamics
           relating economic power to political influence
           highlighting inequalities of access to technology
           skeptical of potential of new media for social transformation
      Cultural studies:
           focus on active role of audiences and resistance to corporate domination
           pointing to the political power of dispersed community dynamics
           highlighting user-led new media phenomena
           optimistic about the ability of new media to transform society



                                  Source : Professor Terry Flew, 54-57

Monday, May 11, 2009    Prasetya Mulya Business School                                19
Internet as New Media Impact




                                                        Source: DiMaggio et. al., 2001


Monday, May 11, 2009   Prasetya Mulya Business School                                    20
Five rules of virtuality
      Both uptake and use of new media are critically dependent on
      non-ICT factors (age, employment, income, education, gender,
      nationality)
      Fears and risks associated with new media re. unevenly socially
      distributed esp. around security and surveillance
      ‘Virtual’ interactions complement, rather than supplement or
      replace, ‘real’ activities
      More scope for ‘virtual’ interactions acts as stimulus for face-to-
      face interactions
      Global communications creates demands for localism and ‘real’
      experience

                                                        Source: Flew, 2008, p. 37


Monday, May 11, 2009   Prasetya Mulya Business School                               21
Beyond Technological
    Determinism




      Technological developments only part of the full picture
           socioeconomic factors also affect technology adoption
                                                                   4:44
           technologies are reshaped as people begin to use them
           new systems of knowledge and meaning can emerge in the process

                                                        Source: Flew, 2008, Flew 42-46


Monday, May 11, 2009   Prasetya Mulya Business School                                    22
Future of New Media


           Lecture :
           New Media Technology for Young Generation


Monday, May 11, 2009   Prasetya Mulya Business School   23
The World Today




                                                        Source: Instat, Global Market Trends, Oct-2008


Monday, May 11, 2009   Prasetya Mulya Business School                                                    24
Future Changes




                                                        Source: Instat, Global Market Trends, Oct-2008


Monday, May 11, 2009   Prasetya Mulya Business School                                                    25
Digital Kids Are Coming!




                                                        Source: Instat, Global Market Trends, Oct-2008


Monday, May 11, 2009   Prasetya Mulya Business School                                                    26
The Implication
   Surprising Business Model
                             10 Years Age                                            20 Years Age
         Characteristic                 Implication                Characteristic                Implication
       Bought > 100 juta       - Online Entertainment            Autonomous IT          - Technology Option
       copies Harry Potter     - Digital Library )               Manager
       Program VCRs for        - Home Digital Convergence        Multiple Video Game    - Traffic Growth,
       their parents           Service.                          Devices                - Online Entertainment &
                               - Broadband                                              - Broadband
       Memainkan Video         - Online Entertainment            Download & Burning     - Traffic Growth,
       Game portable                                             Music                  - Online Entertainment
       Play Portable Video     - Home Digital Convergence        Sharing Music &        - Traffic Growth,
       Games                   Service                           Media                  - Online Entertainment
       Text message on a       - End-users Mobility,             Nimble messaging       - End-users Mobility,
       Cell-Phone              - SMS,                            with Cell Phones       - SMS & MMS,
                               - Traffic Growth,                                        - Traffic Growth,
       On-line for Mail,       - Traffic Growth,                 Living & Carrying      - End-users Mobility,
       Instant Messaging,      - Online Entertainment            Portable Media         - Traffic Growth,
       Friendster etc                                            Devices                - Online Entertainment
       Use a Digital           - MMS,                            Owns portable PC &     - Technology Option
       Camera                  - Traffic Growth,                 web pages              - Home Digital Convergence
                                                                                        Service.
                                                                                        - Broadband

                                                                       Source: Instat, Global Market Trends, Oct-2008


Monday, May 11, 2009            Prasetya Mulya Business School                                                          27
New Media Careers
            Content creation
                 e.g. as journalists, copywriters, artists, knowledge workers, etc.
                 finding evaluating understanding sharing
            Content management
                 e.g. research related to your job, internal company materials, public
                 Web information
                 managing information and knowledge bases
            Community coordination
                 e.g. building strong user (customer) relations, encouraging users to
                 become produsers
                 managing user expectations and enthusiasm, managing participation
                 processes
            Planning       building     maintaining social media spaces and their
            information

                                                         Source: Dr Axel Bruns



Monday, May 11, 2009    Prasetya Mulya Business School                               28
New Media Careers Examples
            Trendwatching.com
                  newsletter / consultancy on new and emerging trends (esp. online)
                  “Generation C”, “Customer-Made”, “Lifecaching”, “Minipreneurs”, …
                  network of 8,000+ Springspotters, tracking ideas through Springwise
                  “crowdsourcing”, “coolfinding” processes managed by Trendwatching staff
                        3.20

            Think MTV Street Team ’08
                  citizen journalism reporting on U.S. presidential election (and beyond)
                  uncovering new stories and covering unusual points of view
                  51 young citizen reporters throughout the U.S., using mobile media technologies
                  publication and discussion managed by MTV staff


            How do they negotiate between commercial and community interests?
            (plus: content quality, intellectual property, legal liability, social
            dynamics, …)

                                                                Source: Dr Axel Bruns



Monday, May 11, 2009           Prasetya Mulya Business School                                       29
New Media Further Reading
      Nicholas Carr, “Is Google making us stupid? What the
      Internet is doing to our brains”
      The Atlantic Online, July/August 2008
      “Never has a communications system played so many
      roles in our lives—or exerted such broad influence
      over our thoughts—as the Internet does today. Yet, for
      all that’s been written about the Net, there’s been little
      consideration of how, exactly, it’s reprogramming us.
      The Net’s intellectual ethic remains obscure.”




Monday, May 11, 2009   Prasetya Mulya Business School          30
Conclusion:                                             2:48

Everything is changing!




Monday, May 11, 2009   Prasetya Mulya Business School          31
The End


           Lecture :
           New Media Technology for Young Generation


Monday, May 11, 2009   Prasetya Mulya Business School   32

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Prasetya Mulya Lecture: New Media Technology

  • 1. New Media Technology For Young Generation Lecture by: Djadja Sardjana , MM (djadja.sardjana@gmail.com) Monday, May 11, 2009 Prasetya Mulya Business School 1
  • 2. A Highlight Lecture : New Media Technology for Young Generation Monday, May 11, 2009 Prasetya Mulya Business School 2
  • 3. Definition 2:34 Monday, May 11, 2009 Prasetya Mulya Business School 3
  • 4. Three levels of ‘new’ media (Lievrouw and Livingstone) 1. Artifacts and devices (technologies themselves) 2. Communications practices (how we use them) 3. Social and institutional arrangements that support and enable them Source : Professor Terry Flew Monday, May 11, 2009 Prasetya Mulya Business School 4
  • 5. History of ‘old’ media tells us something about ‘new’ media Long-standing utopian/dystopian assumptions about technology ‘cyberspace myth’ (Mosco) - promise of an alternative reality Technology out of control (Frankenstein, 2001: A Space Odyssey, Blade Runner, Terminator films) ‘Lag’ between introduction of a new technology and its broader social implications can be up to 50 years e.g. electrification and modern industry, cities and commerce Source : Professor Terry Flew Monday, May 11, 2009 Prasetya Mulya Business School 5
  • 6. Classic ‘new media’ debates Marshall McLuhan (Understanding Media, 1964) ‘the medium is the message’ Media influence not only what we think but how we think Many of the changes associated with media are imperceptible Internet: key is not what is on it but how it ‘networks’ us Raymond Williams (Television: Technology and Cultural Form, 1974) Technologies are socially shaped by relations of power, conflict and control Technologies develop in different places in different ways Huge corporate and government investments in controlling new media Jonathon Zittrain, The Future of the Internet, and how to stop it Source : Professor Terry Flew Monday, May 11, 2009 Prasetya Mulya Business School 6
  • 7. The Machine Is Us/ing Us 4:33 Monday, May 11, 2009 Prasetya Mulya Business School 7
  • 8. What are they talking about? Source : Erab Fuqaha Monday, May 11, 2009 Prasetya Mulya Business School 8
  • 9. How It Works 3:44 Lecture : New Media Technology for Young Generation Monday, May 11, 2009 Prasetya Mulya Business School 9
  • 10. You and The New Media Monday, May 11, 2009 Prasetya Mulya Business School 10
  • 11. New Media Conversions Source: Professional Convention Management Association Monday, May 11, 2009 Prasetya Mulya Business School 11
  • 12. New Media Geography Source: Professional Convention Management Association Monday, May 11, 2009 Prasetya Mulya Business School 12
  • 13. New Media & You In Action 5:29 Source: Professional Convention Management Association Monday, May 11, 2009 Prasetya Mulya Business School 13
  • 14. Working with New Media (1) ‒ Key concepts from Virtual Cultures: Data Information Knowledge Wisdom (‘DIKW’) Finding Evaluating Understanding Sharing • Data Information: Finding relations between data • Information Knowledge: Evaluating patterns in the relations • Knowledge Wisdom: Understanding the underlying principles • Information Communication Collective Intelligence Sharing your knowledge and understanding Source: Dr Axel Bruns Monday, May 11, 2009 Prasetya Mulya Business School 14
  • 15. Working with New Media (2) Convergence Culture (Henry Jenkins): DIY, participatory culture (especially enabled through new media technologies) media consumers become media creators and distributors repurposing, remixing, mashing up content (“Rip. Mix. Burn.”) Produsage: no fixed producer / consumer roles – everyone can be a produser collaborative DIY outcomes are always temporary, never finished shift of business from selling finished products to offering support services (as producer) content producer content (as user) Source: Dr Axel Bruns Monday, May 11, 2009 Prasetya Mulya Business School 15
  • 16. Produsage in Context Produsage Environment commercial / non-profit harvesting of user- (populated by produsers) generated content content development space set up by (e.g. The Sims, Wikipedia community or on CD-ROM) company to commercial / non-profit harbour produsage services to support (e.g. Wikimedia produsage Foundation; Google; (e.g. Red Hat, SourceForge) SourceForge) valuable, often commercial-grade content is created initial IP contributions commercial activities by users from individuals, the themselves, harnessing the hive public domain, or commercial sources (e.g. support services, consultancies, content sales) collaborative, iterative, evolutionary, palimpsestic user-led content development Source: Dr Axel Bruns Monday, May 11, 2009 Prasetya Mulya Business School 16
  • 17. Implification & Impact Lecture : New Media Technology for Young Generation Monday, May 11, 2009 Prasetya Mulya Business School 17
  • 18. Impact on Identity and Social Relations Use of new media for communication, networking, community Younger users seen as ‘digital natives’ (Prensky) of the new media environment Understanding of user groups as ‘virtual communities’ (Rheingold) Playful creation of online identities (Turkle) with meaningful social lives Move beyond ‘virtual’ / ‘real’ distinctions New media as cultural technologies, affecting our culture and identity “Time and space, body and mind, subject and object, human and machine are each dramatically transformed by practices carried out on networked computers” (Poster) Source : Professor Terry Flew, 49-54 Monday, May 11, 2009 Prasetya Mulya Business School 18
  • 19. Impact on Political Economy and Cultural Studies Political economy: focus on economic and industrial dynamics relating economic power to political influence highlighting inequalities of access to technology skeptical of potential of new media for social transformation Cultural studies: focus on active role of audiences and resistance to corporate domination pointing to the political power of dispersed community dynamics highlighting user-led new media phenomena optimistic about the ability of new media to transform society Source : Professor Terry Flew, 54-57 Monday, May 11, 2009 Prasetya Mulya Business School 19
  • 20. Internet as New Media Impact Source: DiMaggio et. al., 2001 Monday, May 11, 2009 Prasetya Mulya Business School 20
  • 21. Five rules of virtuality Both uptake and use of new media are critically dependent on non-ICT factors (age, employment, income, education, gender, nationality) Fears and risks associated with new media re. unevenly socially distributed esp. around security and surveillance ‘Virtual’ interactions complement, rather than supplement or replace, ‘real’ activities More scope for ‘virtual’ interactions acts as stimulus for face-to- face interactions Global communications creates demands for localism and ‘real’ experience Source: Flew, 2008, p. 37 Monday, May 11, 2009 Prasetya Mulya Business School 21
  • 22. Beyond Technological Determinism Technological developments only part of the full picture socioeconomic factors also affect technology adoption 4:44 technologies are reshaped as people begin to use them new systems of knowledge and meaning can emerge in the process Source: Flew, 2008, Flew 42-46 Monday, May 11, 2009 Prasetya Mulya Business School 22
  • 23. Future of New Media Lecture : New Media Technology for Young Generation Monday, May 11, 2009 Prasetya Mulya Business School 23
  • 24. The World Today Source: Instat, Global Market Trends, Oct-2008 Monday, May 11, 2009 Prasetya Mulya Business School 24
  • 25. Future Changes Source: Instat, Global Market Trends, Oct-2008 Monday, May 11, 2009 Prasetya Mulya Business School 25
  • 26. Digital Kids Are Coming! Source: Instat, Global Market Trends, Oct-2008 Monday, May 11, 2009 Prasetya Mulya Business School 26
  • 27. The Implication Surprising Business Model 10 Years Age 20 Years Age Characteristic Implication Characteristic Implication Bought > 100 juta - Online Entertainment Autonomous IT - Technology Option copies Harry Potter - Digital Library ) Manager Program VCRs for - Home Digital Convergence Multiple Video Game - Traffic Growth, their parents Service. Devices - Online Entertainment & - Broadband - Broadband Memainkan Video - Online Entertainment Download & Burning - Traffic Growth, Game portable Music - Online Entertainment Play Portable Video - Home Digital Convergence Sharing Music & - Traffic Growth, Games Service Media - Online Entertainment Text message on a - End-users Mobility, Nimble messaging - End-users Mobility, Cell-Phone - SMS, with Cell Phones - SMS & MMS, - Traffic Growth, - Traffic Growth, On-line for Mail, - Traffic Growth, Living & Carrying - End-users Mobility, Instant Messaging, - Online Entertainment Portable Media - Traffic Growth, Friendster etc Devices - Online Entertainment Use a Digital - MMS, Owns portable PC & - Technology Option Camera - Traffic Growth, web pages - Home Digital Convergence Service. - Broadband Source: Instat, Global Market Trends, Oct-2008 Monday, May 11, 2009 Prasetya Mulya Business School 27
  • 28. New Media Careers Content creation e.g. as journalists, copywriters, artists, knowledge workers, etc. finding evaluating understanding sharing Content management e.g. research related to your job, internal company materials, public Web information managing information and knowledge bases Community coordination e.g. building strong user (customer) relations, encouraging users to become produsers managing user expectations and enthusiasm, managing participation processes Planning building maintaining social media spaces and their information Source: Dr Axel Bruns Monday, May 11, 2009 Prasetya Mulya Business School 28
  • 29. New Media Careers Examples Trendwatching.com newsletter / consultancy on new and emerging trends (esp. online) “Generation C”, “Customer-Made”, “Lifecaching”, “Minipreneurs”, … network of 8,000+ Springspotters, tracking ideas through Springwise “crowdsourcing”, “coolfinding” processes managed by Trendwatching staff 3.20 Think MTV Street Team ’08 citizen journalism reporting on U.S. presidential election (and beyond) uncovering new stories and covering unusual points of view 51 young citizen reporters throughout the U.S., using mobile media technologies publication and discussion managed by MTV staff How do they negotiate between commercial and community interests? (plus: content quality, intellectual property, legal liability, social dynamics, …) Source: Dr Axel Bruns Monday, May 11, 2009 Prasetya Mulya Business School 29
  • 30. New Media Further Reading Nicholas Carr, “Is Google making us stupid? What the Internet is doing to our brains” The Atlantic Online, July/August 2008 “Never has a communications system played so many roles in our lives—or exerted such broad influence over our thoughts—as the Internet does today. Yet, for all that’s been written about the Net, there’s been little consideration of how, exactly, it’s reprogramming us. The Net’s intellectual ethic remains obscure.” Monday, May 11, 2009 Prasetya Mulya Business School 30
  • 31. Conclusion: 2:48 Everything is changing! Monday, May 11, 2009 Prasetya Mulya Business School 31
  • 32. The End Lecture : New Media Technology for Young Generation Monday, May 11, 2009 Prasetya Mulya Business School 32