Conclusion
New technologies have a profound impact on the manner in which media content is produced, communicated and consumed. The erosion of the power base of the old media is likely to increase over time. Despite the relative increase in which new technologies can be harnessed by consumers with a potentially significant increase in audience agency, the dominance of old media conglomerates is likely to become an equivalent new media dominance. Just as old media rarely enter into an analysis of their role in political economy, nor in any invitation to audiences to engage in serious reflection on systemic social issues and contexts, so too new media and new technologies are even more focused on the immediacy of content, often in a triumph of style over substance. Consumers are rarely confronted with the ethical concerns of the digital divide, or the inequality of distribution of new technologies. Producers are likely to increase their efforts to create a two-tier Internet in which commercial content is likely to be privileged over ordinary content, with the inevitable results of majority control by commercial interests. Multimedia content, along with sexier new technologies, will most likely be widely promoted without much regard to the nature, quality or utility of content. New technologies are essentially amoral. It is in the usage of those technologies, by producers and consumers, that the real ethical questions lie. Students should be encouraged to ask an overarching question about new media, new technologies, producers and content: in whose interest is this being promoted, and at what political, economic and social costs?
สรุปNew technologies have a profound impact on the manner in which media content is produced, communicated and consumed. The erosion of the power base of the old media is likely to increase over time. Despite the relative increase in which new technologies can be harnessed by consumers with a potentially significant increase in audience agency, the dominance of old media conglomerates is likely to become an equivalent new media dominance. Just as old media rarely enter into an analysis of their role in political economy, nor in any invitation to audiences to engage in serious reflection on systemic social issues and contexts, so too new media and new technologies are even more focused on the immediacy of content, often in a triumph of style over substance. Consumers are rarely confronted with the ethical concerns of the digital divide, or the inequality of distribution of new technologies. Producers are likely to increase their efforts to create a two-tier Internet in which commercial content is likely to be privileged over ordinary content, with the inevitable results of majority control by commercial interests. Multimedia content, along with sexier new technologies, will most likely be widely promoted without much regard to the nature, quality or utility of content. New technologies are essentially amoral. It is in the usage of those technologies, by producers and consumers, that the real ethical questions lie. Students should be encouraged to ask an overarching question about new media, new technologies, producers and content: in whose interest is this being promoted, and at what political, economic and social costs?
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