Network Society - Interaction With New Media

Interaction With New Media

New media is the concept that new methods of communicating in the digital world allow smaller groups of people to congregate online and share, sell and swap goods and information. It also allows more people to have a voice in their community and in the world in general. The most important structural characteristic of new media is the integration of telecommunications technologies. The second structural new media characteristic of the current communications revolution is the rise of interactive media. Interactivity is a sequence of action and reaction. The downloaded link or the supply side of web sites, interactive television and computer programs is much wider that the uplink or retrieval made by their users. The third, technical, characteristic of new media is digital code. The new media are defined by all three characteristics simultaneously: “they are media which are both integrated and interactive and also use digital code at the turn of the 20th and 21st centuries.”

The network society is a social structure based on networks operated by information and communication technologies based on microelectronics and digital computer networks that generate, process and distribute information via the nodes of the networks. The network society can be defined as a social formation with an infrastructure of social and media networks enabling its prime mode of organization at all levels (individual, group, organizational and societal). Increasingly, these networks link all units or parts of this formation. In western societies, the individual linked by networks is becoming the basic unit of the network society. In eastern societies, this might still be the group (family, community, work team) linked by networks.In the contemporary process of individualisation, the basic unit of the network society has become the individual who is linked by networks. This is caused by simultaneous scale extension (nationalisation and internationalisation) and scale reduction (smaller living and working environments) Other kinds of communities arise. Daily living and working environments are getting smaller and more heterogenous, while the range of the division of labour, interpersonal communications and mass media extends. So, the scale of the network society is both extended and reduced as compared to the mass society. The scope of the network society is both global and local, sometimes indicated as “glocal”. The organization of its components (individuals, groups, organizations) is no longer tied to particular times and places. Aided by information and communication technology, these coordinates of existence can be transcended to create virtual times and places and to simultaneously act, perceive and think in global and local terms.

A network can be defined as a collection of links between elements of a unit. The elements are called nodes, units are often called systems. The smallest number of elements is three and the smallest number of links is two. A single link of two elements called relationship. Networks are mode of organization of complex systems in nature and society. They are relatively complicated ways of organizing matter and living systems. The characteristic of units and elements, among them human individuals, and the way they are made up, are not the focus of attention. So, networks occur both in complicated matter and in living systems at all levels. Networks are selective according to their specific programs, because they can simultaneously communicate and incommunicate, the network society diffuses in the entire world, but does not include all people. In fact, in this early 21st century, it excludes most of humankind, although all of humankind is affected by its logic and by the power relationships that interact in the global networks of social organization.

Networks are not new. What is new is the microelectronics-based, networking technologies that provide new capabilities to an old form of social organization: networks. Networks throughout history had a major problem vis-a-vis other forms of social organization. Thus, in the historical record, networks were the domains of the private life. Digital networking technologies enable networks to overcome their historical limits. They can, at the same time, be flexible and adaptive thanks to their capacity to decentralize performance along a network of autonomous components, while still being able to coordinate all this decentralized activity on a shared purpose of decision making. Networks are not determined by the industrial technologies but unthinkable without these technologies. In the early years of the 21st century, the network society is not the emerging social structure of the Information Age: it already configures the nucleus of our societies.

There is an explosion of horizontal networks of communication, quite independent from media business and governments, that allows the emergence of what I call self-directed mass communication. It is mass communication because it is diffused throughout the Internet, so it potentially reaches the whole planet. It is self-directed because it is often initiated by individuals or groups by themselves bypassing the media system. The explosion of blogs, vlogs, podding, streamin and other forms of interactive, computer to computer communication set sup a new system of global, horizontal communication Networks that, for the first time in history, allow people to communicate with each other without going through the channels set up by the institutions of society for socialized communication.

The network society constitutes socialized communication beyond the mass media system that characterized the industrial society. But it does not represent the world of freedom sung by the libertarian ideology of Internet prophets. It is made up both of an oligopolistic business multimedia system controlling an increasingly inclusive hypertext, and of an explosion of horizontal Networks of autonomous local/global communication-and, naturally, of the interaction between the two systems in a complex pattern of connections and disconnections in different contexts. The network society is also manifested in the transformation of sociability. Yet, what we observe is not the fading away of face-to-face interaction or the increasing isolation of people in front of their computers. We know, from studies in different societies, that are most instances Internet users are more social have more friends and contacts and re more socially politically active than non users. Moreover, the more they use the Internet, the more they also engage in face to-face interaction in all domains of their lives. Similarly, new forms of wireless communication, from mobile phone voice communication to SMSs, WiFi and WiMax, substantially increase sociability, particularly for the younger groups of the population. The network society is a hyper social society, not a society of isolation. People, by and large, do not face their identity in the Internet, except for some teenagers experimenting with their lives. People fold the technology into their lives, link up virtual reality and real virtuality; they live in various technological forms of communication, articulating them as they need it. However, there is a major change in sociability, not a consequence of Internet or new communication technologies but a change that is fully supported by the logic embedded in the communication networks. This is the emergence of networked individualism, as social structure and historical evolution induce the emergence of individualism as the dominant culture of our societies, and the new communication Technologies perfectly fit into the mode of building sociability along self-selected communication networks, on or off depending on the needs and moods of each individual. So, the network society is a society of networked individuals.

What results from this evolution is that the culture of the network society is largely shaped by the messages exchanged in the composite electronic hypertext made by the technologically linked networks of different communication modes. In the network society, virtuality is the foundation of reality through the new forms of socialized communication. Society shapes technology according to the needs, values an interests of people who use the technology. Furthermore, information and communication technologies are particularly sensitive to the effects of social uses on technology itself. The history of the internet provides ample evidence that the users, particularly the first thousands of users, were, to a large extent, the producers of the technology. However, technology is a necessary, albeit not sufficient condition for the emergence of a new form of social organization based on networking, that is on the diffusion of networking in all realms of activity on the basis of digital communication networks.