engleski

Breaking the barrier: productive reading between "old" and "new" media

This paper reverses the traditional notion of the media (television, radio or news papers) as unidirectional agent of communication from producer to receiver to a more appropriate paradigm in which information can achieve its full potential from the process in intersubjectivity. The new media perspective and the appropriation of technology (internet) have changed the nature of dissemination of information. We cannot talk about authenticity or credibility in terms of "telling the truth or lying”. On the contrary: today users can verify information by contrasting traditional media, or by autonomous investigation on the internet. In that manner the information is rendered semantically ambiguous. With approach akin to cultural studies, authority of the speakers becomes important (unlike today in mainstream television media where it is hidden behind a program). The new media provides a new perspective in which the user is always the arbiter of informational usefulness. Crisis that is manifested in traditional media by the lack of subjectivity of reporter changes on the internet. The all-knowing subject vanishes and gives place to an intersubjective exchange which renders hierarchy unnecessary. In that new media present/future, creation of the media value chain will not be reserved for the ideological mass producers of. By becoming media, we are becoming ready for the burden of subjective analysis and multivocality. This paper analyses film and media practices establishing "breaking of the value chain" as potentially useful paradigm in new media perspective because of its deconstructive possibilities (of dominant ideology).

old media ; new media ; productive look ; internet ; intersubjectivity ; ideology

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