Journalism 201 1st Edition Lecture 31 Outline of Last Lecture I. George GerbnerII. CultivationIII. Cultivation’s “Common Cultural Environment”IV. Cultivation ResearchV. Distortion of Perceptions: RaceVI. Cultivation Theory’s Mean WorldVII. Merging Media and RealityVIII. ConsequencesIX. Key Point of Cultivation ResearchOutline of Current Lecture I. What is happening to our media system?II. So what’s new?III. Does it matter? Key QuestionsIV. Origins of the Digital SocietyV. The Cold WarVI. ARPAVII. SolutionVIII. “Technological Determinism”IX. Government Sponsorship and private-Sector ContributionsX. Computer UseXI. Early 1980sXII. MacintoshXIII. What does a technology mean?XIV. San Francisco Bay AreaXV. Homebrew Computer ClubCurrent LectureI. What is happening to our media system?a. Technological changeb. Media “eras” or “paradigms”c. “Paradigm shift”?II. So what’s new?a. Toolsi. You are holding them in your handThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.ii. There are many more beyond what we see…iii. And we’ll see their origins in a minute…b. Systems (or “architectures”)i. Broadcast vs. networkedc. Culturei. A “digital culture”?III. Does it matter? Key Questionsa. What happens to a society when its media change?b. What about when its media system changes?c. How do characteristics of a media system affect a society’s functioning?d. Its culture? Its power relations? Its economy?e. There have been past changes in media systems, such as…f. Gutenberg’s pressg. The telegraphh. Steam printing pressesi. Radioj. Televisionk. Satellitel. But we do not yet know how the digital revolution is reshaping our societyIV. Origins of the Digital Societya. Where did the Internet come from?b. World War II: Massive government investment in researchc. Manhattan ProjectV. The Cold Wara. 1950s-1980sb. USSR Advances in space and weaponsc. Nuclear arms raced. Problem of Command and Control (C&C): e. What if our hub of operations and communications is nuked?VI. ARPAa. Advanced Research Projects Agencyb. 1958 (President Eisenhower)c. Government programd. Mission: exploratory researche. Arpanet: the Net that became the Internet Late 1960’sf. later Darpanet (‘Defense’)VII. Solutiona. A network architecture would be more resistant to a massive strike than a typicalcentralized hierarchyVIII. “Technological Determinism”a. The view that technology arises and affects people and societies irrespective of the contexts in which they occur.b. Contrast: Technology arises in contexts with particular social/political circumstances, and is put to different uses depending on those circumstances. IX. Government Sponsorship and private-Sector Contributionsa. Development of Internet is example of innovation leadership by public sectorb. Private sector is masterful at innovation, but primarily in the near-to-medium termc. innovations without near-term profit potential are challenging for private sectord. Government is often leader at more strategic, visionary innovationsi. That’s what happened with the Internete. Example: in the 1970s, Darpanet managers were envisioning more widespread applicationsf. Offered management to IBM and AT&Tg. Both declined, saying they did not see a future in the protocols X. Computer Usea. 1950s-1980:b. Business, military, government usc. “Mainframes”XI. Early 1980sa. Microsofti. Software onlyii. Licensed software to builders of hardwareiii. Like IBMiv. Licensed to major computer manufacturesv. Many software optionsb. Applei. Software and hardwareii. All software must be specially written for hardwareiii. Integrated, smoothrunning machinesiv. Fewer software optionsXII. Macintosha. Graphical user interface (Gui)b. (Stolen from Xerow)c. Steve Jobs: “Good artists copy; great artists steal”d. Mousee. But also: computers are getting a new meaningf. Apple, 1984XIII. What does a technology mean?a. Can a device have meanings attached to it?b. Values?c. Ideas? Ideals?d. To many, the Internet meant the futuree. Possibilities of the futuref. Let’s unpackXIV. San Francisco Bay Areaa. What was special about the Bay Area in the 1960s-1970s?b. San Franciscoc. Haight-Ashburyd. Silicon Valleye. Stanfordf. Where counterculture meets high techXV. Homebrew Computer Cluba. 1975-1986b. Silicon Valleyc. Engineers, computer scientists, people who just though computers were coold. People who were in touch with the Bay Area
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