Naslov
Towards a History of Media Conjuncture: The Daily Show, Audience and the "Revolution"

Autori
Ružić, Boris

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Media Business Models: Breaking the Traditional Value Chain

Urednik/ci
Zilles, Klaus ; Cuenca, Joan

Izdavač
Peter Lang

Grad
New York (NY) : Bern : Frankfurt : Berlin

Godina
2016

Raspon stranica
195-215

ISBN
978-1-4539-1700-8

Ključne riječi
Stuart Hall, Antonio Gramsci, The Daily Show, Audience, Conjuncture

Sažetak
In this paper I am proposing the relinquishing of the notion of "breaking the media value chain" in favor of the concept of "media conjuncture" as used by Antonio Gramsci and subsequently Stuart Hall. By his account, "a conjuncture is a period in which the contradictions and problems and antagonisms, which are always present in different domains in a society, begin to come together. They begin to accumulate, they begin to fuse, to overlap with one another" (2013). This strategy of conjuncture is twofold: on the one hand it recognizes the multitudes of discursive practices embedded in everyday culture (and, by the same account, media), admitting to the structural complexities of ideological, economic and cultural power relations, thereby rendering the concept of "complete rupture" or "breakage" insufficient. At the same time, it opens up a challenge of in-depth analysis of those relations. My goal is precisely in the center of those two leverages, proposing that the concept of "breaking the value chain" refers to almost clear-cut transitions within various discourses that is not sufficient in analyzing today's new media paradigm. By that account, I propose to review the concept of "revolution" in the media chain as constitutive and productive for media conjuncture by appropriating its original Latin meaning of "circling" or "returning", and not of relinquishing or breaking. Just as the field of Cultural Studies was not satisfied with economic reductionism in describing the all- encompassing changes in British culture of the 1970's, I will try to show how the economical model of engaging with the new media is almost too recursive and outdated. I will analyze a couple of significant media occurrences that portray possible directions for new media strategies (e.g. The Daily Show with Jon Stewart). In that light, my main goal is to propose that the new media perspective and the appropriation of technology (internet) have changed the nature of the dissemination of information. Deep structural changes in the mediasphere are only reaffirming the age old questions of power relations between culture, economy and information, and their dialectic can be properly viewed only through systemic analysis of their complex historicities. Media institutions must adapt to these new complexities of conjuncture, as their power of controlling the market and the information has decreased substantially proves to be a revolutionary potential in the era of information.

Izvorni jezik
Engleski

Znanstvena područja
Interdisciplinarne društvene znanosti, Interdisciplinarne humanističke znanosti, Filmska umjetnost (filmske, elektroničke i medijske umjetnosti pokretnih slika)

POVEZANOST RADA