4. Cultural Pessimist Perspective

Question 1

2. ‘Not-so-New’ Media

Answer 1

• Cornford and Robins: argue that the so-called new media are not that ‘new’

• Old technology (e.g. television and telephone landlines) are integral to the use of new media such as computer game consoles.
• Therefore, the interactivity is not ‘new’ people have written to newspapers and phoned in to radio and television for many years.
• The only thing that is ‘new’ is the speed of such media.
• It can now be accessed in ‘real time’ (e.g. plane hitting Twin Tower)

• Cornford and Robins: relationship of new media to old is like one between ‘an old Hollywood movie and it’s re-make’: characters and the story are the same.
- The only things that are different are the special effects and the budget.

Question 2

3. Domination by Media Conglomerates

Answer 2

• Cultural pessimists criticise the idea that new media is increasing participation in the democratic process.
• They identify the role of the transnational media conglomerates in the development and control of the new media.
• Jenkins: notes new media developed as a result of investment by big media corporations.
• Cross-media ownership: first phase of media concentration and technological convergence
• Jenkins: ‘Digitalization set the conditions for convergence; corporate conglomerates created its imperative’

• Internet is dominated by a small number of media corporations
- E.g. Microsoft owns most the software required for accessing the net as well as being an Internet Service Provider.

• Most the internet’s commercially viable content is controlled by the big media companies.
• These firms have an advantage over individuals in setting up websites
• Funds for investment, technical expertise and links with advertising industry
• Curran: over ¾ of the 31 most-visited news and entertainment websites are affiliated with the largest media corporations

Question 3

4. Commercialisation

Answer 3

• Internet is now extremely commercialised.
• Millions of people use the internet to manage bank accounts, pay bills and buy services, such as insurance and consumer goods
• Recent years has had a shift in internet activity from educational to commercial use.

• Cornford and Robins: agree that these new technologies may produce more choice for consumers. However, it may have side effects…
- E.g. many companies that sell products use consumer surveillance (target users?)

• Marxists: alarmed at this commercialisation of new media, claiming that it encourages consumerism, and thereby furthers capitalist domination and control

Question 4

5. Reinforcing Elite Power

Answer 4

Corporate Power
• Cornford and Robins: sceptical of the view that new media will lead to a more democratic communications structure that will bring about a new political order.
- Note that through a series of assertive tactics (e.g. mergers), media corporations seek to monopolise key strategic links within the new media.

• Jenkins notes that corporations exert greater power than any individual consumer.

Political Power:
• Political elite (government departments, parties etc) have constructed elaborate websites to make sure their view dominates the internet.

• New media strengthens power of existing elites (not promoting alternative ideas)
• Digital divide also contributes to this inequality because it is probably those who are unable to access the web who have the most genuine grievances.
• Seaton: online political involvement mirrors level of ordinary people’s involvement

• Hill and Hughes: only 6% of webpages were devoted to political issues
- 78% of political opinions on American websites were mainstream

• Seaton: days of net being used for counter-cultural movements are no more.

Question 5

6. Decline in Quality of Popular Culture

Answer 5

• Cultural pessimists argue that increased choice of media delivery systems has led to a decline in the quality of popular culture.
• Harvey: suggests that digital television may have increased the number of channels for viewers to choose from, but this has led to a dumbing-down of popular culture.
• Examples of dumbing down: cheap imported material, films, repeats, sport, reality-television shows and gambling.
• Harvey: TV culture transmits a ‘candy floss culture’ that speaks to everyone in general and no one in particular. (ITV underwent tabloidization to compete with Sky)
• BBSC Survey: found television viewers agreed that more channels had led to a decline in standard of television programmes.
• Choice becomes repetitive (BBC feels the need to compete with commercial TV)

Question 6

7. Lack of Regulation

Answer 6

• Many argue new media is in need of state regulation
• Easy access to pornography / sites promoting hate speech takes free speech too far
• Ofcom Survey: found 1/6 children came across worrying material on the internet.
• More than 7/10 parents of children aged 12-15 worried about their children seeing inappropriate material.

Counters:

• Irresponsible use of internet is a price worth paying for free expression / information
• Web is largely outside the government’s control (many ISPs are foreign owned)

Question 7

1. Curran and Seaton

Answer 7

• Curran and Seaton: 2nd perspective that dominates debate about new media
  2. Cultural pessimists: new media is not really that new, interactivity is an illusion because ownership of new media is still overwhelmingly concentrated in the hands of powerful corporations.