Internet 2.0: Facilitating Consumer Choice
Thursday, October 15, 2009 by ng
In Jose Van Dijick’s article Users Like You? he criticizes Time magazine for jumping on the bandwagon of optimism in regards to user generated content on the media. He argues that the creative energy and self-expression found on sites such as you tube.com is being undermined by the increasing corporate control over said user generated content. They now have the ability to exploit our work for their own benefit.
However my argument, like another blog written earlier is that the internet’s user generated content should be applauded, even with the attempted corporate control being exerted over it.
This is because it shows the potential for the internet to destabilize the current ‘top down’ media format, something that the theorist Adorno would describe as the ‘culture industry‘. Basically, this is media created by the ruling class (modern day corporations) and given to the masses for consumption. In recent history, a company such Aol TimeWarner exemplifies this through their production of visual and print media which can be used to potentially manipulate the masses, due to a lack of a more organic alternative.
I think that the world is slowly moving away from this form of media, albeit at a slow-ish pace. The internet, with the rise of 2.0 can now be used as a platform for ‘mass culture’ which according to Adorno is culture created by the people, for the people. Google’s increasing influence simply shows a corporation attempting to control a medium which cannot be controlled. The growth of individual choice can also be seen in other mediums such as television, where the TV stations who once could manipulate the ‘flow’ of watching in order to maximise viewership and thus advertising revenue can now do nothing to prevent the rise of TiVo and the freedom for consumers to watch what they want, when they want it and without the advertising. The ease of setup on the internet, and the enormous worldwide audience has given people the ability to be produsers, and for ’passive’ consumers to choose to bypass the traditional media sources.
However my argument, like another blog written earlier is that the internet’s user generated content should be applauded, even with the attempted corporate control being exerted over it.
This is because it shows the potential for the internet to destabilize the current ‘top down’ media format, something that the theorist Adorno would describe as the ‘culture industry‘. Basically, this is media created by the ruling class (modern day corporations) and given to the masses for consumption. In recent history, a company such Aol TimeWarner exemplifies this through their production of visual and print media which can be used to potentially manipulate the masses, due to a lack of a more organic alternative.
I think that the world is slowly moving away from this form of media, albeit at a slow-ish pace. The internet, with the rise of 2.0 can now be used as a platform for ‘mass culture’ which according to Adorno is culture created by the people, for the people. Google’s increasing influence simply shows a corporation attempting to control a medium which cannot be controlled. The growth of individual choice can also be seen in other mediums such as television, where the TV stations who once could manipulate the ‘flow’ of watching in order to maximise viewership and thus advertising revenue can now do nothing to prevent the rise of TiVo and the freedom for consumers to watch what they want, when they want it and without the advertising. The ease of setup on the internet, and the enormous worldwide audience has given people the ability to be produsers, and for ’passive’ consumers to choose to bypass the traditional media sources.