SENSE AND CONTEXT: ELEMENTS OF NEW MEDIA COMMUNICATION
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Abstract
Good communication is achieved when there is consensus regarding the terms being used. It is a rule laid down after observing that in common language, as well as in the more elevated circles or in the academic research community, misinterpretations are often generated by the fact that various terms are used with different senses. Even in the study of communication we come across such artificially created obstacles. The degree of imprecision is also increased by the great diversification in the fields of communication, as well as by the widening of the range of devices and methods used in message exchange. Mediatization thus becomes a complex phenomenon, at risk of losing depth due to a lack of adaptation, be it minimal, to the requirements of the digital era. Therefore, initiating and sustaining debates on concepts in current media communication represents one of the ways to reduce the difficulties of understanding. The current analysis is an attempt to circumscribe the meaning of certain terms and processes in the sphere of digital communication, in the contexts of their application. These concepts include: mediatization, online, intermedia, cyberspace, communication platform, media and technological convergence, social media and search for information.
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Communication is the sharing of meaning through the exchange of information. The process of communication is defined by the technology of communication, the characteristics of the senders and receivers of information, their cultural codes of reference and protocols of communication, and the scope of the communication process. Meaning can only be understood in the context of the social relationships in which information and communication are processed (Schiller, 2007: 18). I shall elaborate on the elements of this definition in the context of the global network society.
New media studies have to combine the analysis of evolutionary changes in the media field as well as in the relation between new media and society with the more revolutionary ones. New media communication is very sensitive to revolutionary economic, political, social and cultural changes, while at the same time new media communication makes them very sensitive.
Presenting the readers with publication on the functioning of new media in contemporary social spaces it is worth to look back and refer to the famous these by Marshal McLuhan who contributed enormously to the development the modern discourse about media and communication. He gain his renown with foreseeing humankind entering the “information age” and the beginning of the “global village” era. Global as it would include almost all contemporary world. Village as humans dispose the communication means with unprecedented speed, capacity and availability. McLuhan was also the first one who pointed out that the modern media (means of communication) become a carrying and engaging message themselves, they affect greatly the character of information and styles of perception. Moreover, he notices, the character of the communication means has greater impact in the receiver than the message itself (Understanding media the extensions of man, New York : McGraw-Hill, 1964). The reference to on of the greatest mass communication theoreticians is important as, while it was formed on the basis of observation, mainly satellite television, McLuhan’s vision practically fulfills today due to the digital revolution in the 90’s and popularization of the Internet and new media. It is today that first “digital natives” enter into adulthood (Mac Prensky), that is the children of the new media era, a generation socialized not only by the social environment: peer groups, older adults, but also – to a large degree – by the digital media.