Category Archives: technoculture

mass culture vs technoculture?

gmjpg.jpg It’s the end of the year, and thus time for the jeremiads. In a December 18 Los Angeles Times article, Reed Johnson warns that 2005 was the year when “mass culture” — by which Johnson seemed to mean mass media generally — gave way to a consumer-driven techno-cultural revolution. According to Johnson:
This was the year in which Hollywood, despite surging DVD and overseas sales, spent the summer brooding over its blockbuster shortage, and panic swept the newspaper biz as circulation at some large dailies went into free fall. Consumers, on the other hand, couldn’t have been more blissed out as they sampled an explosion of information outlets and entertainment options: cutting-edge music they could download off websites into their iPods and take with them to the beach or the mall; customized newcasts delivered straight to their Palm Pilots; TiVo-edited, commercial-free programs plucked from a zillion cable channels. The old mass culture suddenly looked pokey and quaint. By contrast, the emerging 21st century mass technoculture of podcasting, video blogging, the Google Zeitgeist list and “social networking software” that links people on the basis of shared interest in, say, Puerto Rican reggaeton bands seems democratic, consumer-driven, user-friendly, enlightened, opinionated, streamlined and sexy.
Or so it seems, Johnson continues: before we celebrate too much, we need to remember the difference between consumers and citizens. We are technoconsumers, not technocitizens, and as we celebrate our possibilites, we forget that “much of the supposedly independent and free-spirited techno-culture is being engineered (or rapidly acquired) by a handful of media and technology leviathans: News Corp., Apple, Microsoft, Yahoo, and Google, the budding General Motors of the Information Age.”
aol.jpg I hadn’t thought of Google as the GM of the Information Age. I’m not at all sure, actually, that the analogy works, given the different ways in which GM and Google leverage the US economy — fifty years hence, Google plant closures won’t be decimating middle America. But I’m very much behind Johnson’s call for more attention to media consolidation in the age of convergence. Soon, it’s going to be time for the Columbia Journalism Review to add the leviathans listed above to its Who Owns What page, which enables users to track the ownership of most old media products, but currently comes up short in tracking new media. Actually, they should consider updating it as of tomorrow, when the final details of Google’s billion dollar deal for five percent of AOL are made public.