Cultrual Changes in the New Media

Creeber states "at the end of the nineteenth century, modernism is the umbrella term we give to the way that human society responded to the changes that took place during the industrial revolution" (Creeber, 2009, P11). At the beginning, modernism gave rise to development in technology, which gave way to the First and Second World Wars. This allwed the path flow of new media forms, which sooner or later began to become more accessible by the public at that time. This enraged such 'artist' producers, as they wanted to direct the revolution alongside their guidelines, as Creeber states as their "brave new world" (Creeber, 2009, P12), not wanting a "weakneing of social stability" (Storey, 2009, P18). Therefore leading to the division of society into two excesses; "mindless mass culture and enlightened avant-grade" (Creeber, 2009, P12).

This theory was also adapted on by the 'Frankfurt School', as when commercialisation across different platforms came about it allowed for a more geographical audience to be informed and share new information, the 'Frankfurt School' saw this as a standardising and the leveling down of society where popular forms of entertainment was specfied in the interest of the working class. The 'Frankfurt Schoo' then took 'Ford' convention, enabling their beliefs, in which Creeber states that "Instead of stimulating audiences, these media products were designed to keep the masses deluded in their oppression by offering a form of homogenized and standardized culture" (Creeber, 2009, P13). Showing that in the first grips of the industrial revolution, modernism saw the process of the 'higher monarchy' of the nation put their interests and desires upon the citizens.

Postmodernism then came along after the industrail revolution and saw the arise of the "consumer culture" (Creeber, 2009, P15), where you could also say supported the past industries making way for the creative industry, which then became known as the digital revolution giving way to the arrival of mass media. "As we have seen the increased interactivity of audiences in a New Media context is also articulated in poststructuralist theory whose tendency is to conceive the audience as active participators in the creation of meaning. Websites like YouTube, MySpace and Facebook appear to reflect the recent understanding of participatory culture; not only creating virtual communities but also allowing audiences to become 'producers' as well as 'recievers' of the media" (Creeber, 2009, P19). Creeber outlines certain roles that the orignal consumer now part takes in; such like production within the new media forms. Which shows that now the consumer can have a great input impact on such media forms like YouTube and Twitter, as it allows them to interactive with their favourite TV shows whilst there streaming live, an example would be the XFactor- the consumers can share their own views on the competitors with people who have the same interest as them. Most importantly it allows the creation of 'collective intelligence' of 'fan groups' which can decide the path of the media platform on their interests and desires, therefore showing that now the consumer have a louder voice to share their opinions and from this it shows that media platforms within the industrial industry unbreakable.

Bibliography
Creeber, Glen (2009) Digital Cultures (Open University Press)
Storey, John (2009) Cultural Theory and Popular Culture: An Introduction (New York; Pearson Longman)