Task Three: Essay-in-lieu-of-examination
Question 2: âBut whatâs happening today - the mass ability to communicate with each other, without having to go through a traditional intermediary - is truly transformative.â
How is the diminution of traditional, and often hierarchical, âauthoritativeâ intermediaries changing the role of publishing in social life?  Â
It is strongly evident today that the news industry has come a long way from traditional formats of publishing. Radical and dramatic shifts are emerging from technological developments which have changed the significance and practice of publishing information. The role of publishing is the process of making information available across the public (Wikipedia 2014), exploring and organising ideas from the world and to allow individuals to engage with this information as social beings. Historically, publishing referred to the distribution of printing physical formats such as books and newspapers (Wikipedia 2014) and were recognised as the major hierarchical, âauthoritativeâ intermediaries to deliver news. Individuals were passive receivers of content as media industries continued a one-way channel of publishing to the public. To a degree, this limited them to completely participate or engage with the information to share within their social life. Now, individuals are capable to communicate with each other, share and obtain information from another, without having to go through a traditional intermediary specifically due to the rise of the Web 2.0 and social media (Rusbridger 2010). The digital revolution has changed the practices in which media industries operate and the hierarchy and authority of power to create, visible through the example of online publishing. New platforms such as Twitter have changed communication for participants to become more active and global, but it can also be argued that there is also a deficient standard of participation in our social lives and a growing number of struggling journalists experiencing a decline in their field of work.Â
 The Traditional Forms of Publishing to Now
In order to understand the diminution of traditional intermediaries, we need to explore the context in which it arose within our social lives. As the invention of printing had created a wider scope for publishing ideas about the world, scholars and media industries were captivated by how they could now organise society. The change of production and printing books had changed the notion of science, the way they displayed knowledge, politics or philosophy - âprint revolutionised the worldâ (Brannon 2002, p. 353). A successful and profitable example can be the Bible for instance, relatively known as an international bestseller. Available across the world in an extensive range of languages and editions to clearly be read and befit the reader. The traditional forms of publishing were recognised as authoritative positions in society; when searching for the reliability and accuracy of information, they were the hierarchical source where content was controlled and distributed.
In the past, in a time span of a year in the Gutenberg Revolution it would have been a month or two before a single book would be produced (Rusbridger 2010). And would be few centuries later that publication of print would be capable of replication. The development of printing has been historically significant and authoritative as it has provided the ability to read then write, to educate and therefore allowed us to socially communicate with others who distant (Old and Sold 1930). It allowed individuals to persevere with knowledge and scholars to organise archives of progressive events and connect society on various new levels. As Alan Rusbridger (2010) states, âan idea of communication that involved one person to manyâ.Â
However now, the way of publishing has evolved. It can be seen that the practice on relying upon traditional forms such as printed newspaper, radio or television to inform the public is declining, although their role of publishing in forms of speaking to many is evolving. Over two decades, journalism companies have responded to using Web 2.0 and the social media and utilising electronic publishing to allow more social interactions with their content. The method of these industries distributing and publishing content has changed, transforming the printing press and adapting to these digital forces. As Rusbridgerâs (2010) statement is true, âIt was only a matter of time before it would seem overwhelming obvious -and economically irresistible - for people to converge, consolidate and integrateâ towards the power of digital media.
Web 2.0 and Media Convergence
Exploring the past influences and their main focus of configuring and disseminating ideas, it can be historically understood for sharing research and literature broadly across various fields. This can be emphasised through Glaysher (2010) addressing Rusbrigerâs (2010) quote, as he differentiates that the traditional forms of publishing was âtransmissionâ, whilst the social network of Web 2.0 had enabled âcommunicationâ. The very emergence of online platforms and Web 2.0 have change the nature of publishing and engagement with content. Technological developments have not just allowed single communication, but also sharing amongst community or the wider world. Jenkins (2004) explains this convergence to have âexpanded a range of various channels, enabled individuals to independently consume, archive, annotate, appropriate and recirculate media content in powerful new waysâ (Jenkins 2004, p. 33). The impact is evident as it has provided the ability for people to socially communicate and inform each other online through different technological platforms instead of physical formats such as books or newspapers. There is instant participation through the digital emergence of online publishing platforms and certainly more prominence in wider availability of information of our daily lives. Despite 3400 newspapers websites accessible online mid 2001, news industries recognised that the traditional forms of publishing would weaken and the decrease the profit within their industry, however throughout today they still continue to uphold their traditional use of the newspaper purpose and design (Bokesoy 2008).
Changing Role of Publishing in Social Life
So after exploring the forms and historical context of the declining traditional intermediaries, to what extent is this changing the role of publishing in our social lives through online publishing? Â
It has allowed accessing information more instantaneous. In todayâs society, individuals experience the need to be informed socially and productively. One must be up-to-date with news content, and be interactive and capable to socially exchange ideas and share to the common public. Now this can be done without utilising a traditional intermediary. Publishing has changed its nature by forming new structures in an endlessly accessible field of the digital world. By individuals owning a mobiles phone, tablet, laptop they are all are capable of providing blogs, watching videos from the internet, camera and social networking applications which are all interactive rather than just presenting or âtransmittingâ information. Major online applications such as Twitter or Facebook provide opportunities for people to share, respond or publish anything instantly by a quick search or using hashtags, and what is timely possible than the process of a printed book or newspaper. These online facilities have become more socially accepted and interpersonal to socially maximise involvement from the public. Twitter has been an effective example of locating real-time and diverse amounts of information, narrowing the concrete specifications of the data you want to share to 140 characters. Through this image, it illustrates the modern day format of a news company adopting to the shifting digital practice. Not only is the information easily organised through the hashtag #MelbourneCup, but this demonstrates how publishing has transformed into a effortless medium that is free of charge and a formidable aggregation tool (Rusbridger 2010) to shaping audience searches as convenient and relevantly accessible. Therefore its transformation has allowed ambient affiliation between a common topic to be shared and discussed lively. New terms such as followers, reblog, retweet are formatted in the digital age and publishing has adopted that within their online publications. Thus, by highlighting the role of publishing changing to produce content in real-time, almost everything is now public and widely shareable to be connected and informed within society.Â
Online publishing is more global and less regulated. Influenced by the immediacy of content, online publishing has been transformative in media as it has provided opportunities to be interactive and flexible one a wide scope. In an open space and often unregulated, benefits of entering a public than private space is extending this potential to allow more voices to be heard (Light & Rogers 1999) from across the world. In the growing of the digital revolution, individuals find it important to extend their relationships to help, inform, share with others and develop a sense of individuality (Wikipedia 2014). There are hardly any limitations for individuals to express their creativity and distribute content across the web and online publishing forums accommodate this. Youtube, Twitter and Facebook are massive international platforms that are effective in sharing ideas and content to million of users online. It has allowed individuals the ability to locate information that they may not be able to find in their local bookstore, news-agency or country enabling a more frequent flow of gathering information which differs from collecting traditional formats of publishing. If an individual or journalist were to publish a tweet, post, image based on their beliefs or feelings, it would mostly be on a global scale. Therefore, different from traditional publishing the interactiveness of the Web has changed the relationship between user and publisher (Light & Rogers 1999) and boundaries between personal and public. For example, Youtube is a huge online publishing platform where users are capable to distribute their own video blog or âvlogsâ, comment, share, subscribe and maximise reaching their audiences. As there are both amateur and professional makers with various topics, it can be sure that publishing has transformed virtually without obtaining a newspaper, which can limit recorded footage of a particular event. There is a new sense of authority and control within contemporary publishing as it can now be created by anyone. This then allows individuals who wish to get involved to respond to issues from around the world an ability to be socially connected to their interests and informed instantly. However on a global scale, it has also enabled room for detriment of information. Despite attempting to search for particular topics, it can be difficult to search for validity and reliability of content due to mass communication and consumption. News industries are threatened by this, and therefore face consistent competition from the internet to maximise their readers experience. As once authoritative publications were available locally at a news agency or bookshop and capable of influencing audiences through physical browsing, individuals living in the digital evolution can browse for free and filter searches to specific choices on an international scope.Â
It has allowed more individual creativity and sharing. Since the emergence of the internet, its âOpen Accessâ nature of searching through archives of information (Glaysher 2010) has been allowed infinite information and participation. Almost everyone can be labelled for publishing as they are active on the Internet. New publishing websites have now become efficient tools for individuals to produce content of their own such as Tumblr or Twitter and assisted in making their ideas flourish. It has lessened the problem of lack of space when writing, created opportunities to share on a wider audience market and especially allowed more creative formats such as videos, links, additional photos and comments that may not have been capable on a physical layout setting. Most accessible and recognisable publishing platforms are the digitisation of books as e-books, or Kindle and mobile devices such as the iPad or mobile phone which have been developed to be portable and available relationship between user and technology. Therefore the quality and content of publishing has changed. New intermediaries have evolved where newspaper industries are now competing against the general public, as in modern society nearly anyone can publish and imitate ideas and publish online. The quality of content also has become a challenge as individuals search through an inconstant and real-time circulation of information. Self-publishing online has been a new advantage to individuals, as it transforms the authoritative power of publishing systems. It has shifted the amount of power and control which was never seen in the days of print journalism (Miller 2013). Therefore throughout this digital trend, this may have become a positive impact for people who have become bloggers or vloggers who now use these digital tools and social media to spread, communicate ideas and express themselves and individuality to each other. However it must be considered that despite the overwhelming quantity of online publishing available, lack of authoritative and integrity of publishing in traditional intermediaries can be evident of inaccuracy.Â
In conclusion, media organisations have evolved to the contemporary methods of the digital evolution and actively transformed from âtransmissionâ to âcommunicationâ. Media industries have embraced this changed and integrated the ability to maximise responses and interactiveness of the audiences virtually and physically. While printing publications had believed that it was revolutionary, it historically is. But by the altering position today there is more room to change due to Web 2.0. The level of participation, collaboration and expression will not cease to slow down and will only heighten and emerge further to connect individuals socially, and shape their relationships and experiences with others. As Rusbridger mentions Stowe Boyd commenting on social networking, âI think that the rise of the social web,âŠis not really about the the end of what came before, but instead is the starting point for what comes next: richer and more complex societiesâ (Glaysher 2010) summarises the consistent and transformative role and boundaries of publishing in which it has empowered individuals and understanding the world.
List of References
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