New materialist best perspectives on media

New materialist perspectives on media and communication question several important assumptions of classic media scholarship. First, they question the”branch between content and medium” [5], where media technologies is seen as only a channel for communication content. Packer and Crofts Wiley (2012) suggest:”A branch between content and medium stays in much contemporary scholarship. In these work, media technologies only appear to matter in terms of the way the significance of content might be altered by various modes of technical transmission” [6]. Secondly, new materialists try to discover the hidden role played by the infrastructures that support media systems, allowing the storage, transmission and display of Social Media.

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Infrastructures incorporate traditional media production versions (e.g., the studio system), but in addition networked digital infrastructure, HVAC systems, electrical grids, which are implicated in the transmission of media. Using digitization, access to websites archives becomes networked, distributed and ubiquitous, which makes it difficult to observe the materiality of the Digital media we have, except when things breakdown.

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We stop seeing media infrastructures, as most of infrastructures, when they’re completely functioning they become”transparent” to users (Star and Ruhleder, 1996). As Bowker and Star (1999) suggest,”the easier they are to use, the tougher they are supposed to see. At the same time, most of the time, the bigger they are, the tougher they are to see” [7], and they only become visible when they breakdown (Star and Ruhleder, 1996). The”materialist turn” in certain ways can be regarded as a corrective to the tendency to lose sight of our data infrastructures.

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The turn to materiality offers a range of new approaches that consciously work against efforts to make subject/object divides, and instead embrace the entanglement of individual perception and networking technologies within the geographically and ecologically situated materialities. This turn into materiality is also a push back against the discourses of immateriality which have accompanied the previous 3 decades of electronic culture and also have had its apotheosis from the scenic and all-knowing”cloud.”

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New materialist approaches are particularly important in rethinking our strategy to media archives given the radically new relationships between technology, people and information, and also in light of what Coole and Frost (2012) predict”the saturation of our physical and intimate lives by electronic, wireless, and virtual technologies”