Suchergebnisse

This wide-ranging and innovative book develops an original theory of the media and their impact on the modern world, from the emergence of printing to the most recent developments in the media industries. John B. Thompsonis Reader in Sociology at the University of Cambridge and Fellow of Jesus College, Cambridge.

O ponto de partida é a idéia de que o mundo dos meios de comunicação elabora uma nova visibilidade mediada, tornando visíveis as ações e os acontecimentos cada vez mais difíceis de serem controlados. Trata-se de uma estratégia explícita por parte daqueles que bem sabem ser a visibilidade mediada uma arma possível no enfrentamento das lutas diárias. Neste ensaio delinearei brevemente minha maneira de pensar a nova visibilidade e suas implicações. Comecemos por situar o tema da visibilidade no contexto de uma teoria social dos meios de comunicação, já que - como tentarei demonstrar – o surgimento de uma nova visibilidade está defi nitivamente relacionado a novas maneiras de agir e interagir trazidas com a mídia. ; The starting point is the idea that the world media produces a new mediated visibility, making visible the actions and events ever more difficult to control. It is an explicit strategy of those who know well be mediated visibility can be a weapon in fighting the daily struggles. This essay briefly outline my thinking the new visibility and its implications. Begin by placing the issue of visibility in the context of a social theory of the media, since - as I will try show - the emergence of a new visibility is defined nitivamente related to new ways of acting and interacting with the media brought.

Este articulo examina las características de una nueva forma de visibilidad que se ha convertido en un aspecto dominante del mundo moderno vinculado al desarrollo de los medios de comunicación de masas. Con el desarrollo de los medios, la visibilidad de los individuos, sus acciones y acontecimientos, se ha separado del espacio común compartido. Ya no es necesario estar presente en el mismo escenario espacio-temporal con el fin de ver a los demás o ser testigo de un acto o suceso. La aparición de esta nueva forma de visibilidad mediada ha transformado las relaciones entre visibilidad y poder. Gracias a la visibilidad mediada, los dirigentes políticos pueden aparecer ante sus ciudadanos en formas y dimensiones que nunca han existido antes. Los políticos hábiles explotan esto en su favor. Con la ayuda de sus consejeros en relaciones públicas y sirviéndose de los medios de comunicación, tratan de crear y sostener una estructura de apoyo gestionando su visibilidad en el ámbito mediado de la política moderna. Pero la visibilidad mediada es una espada de doble filo: también crea nuevos riesgos a los líderes políticos, que se exponen a nuevos peligros. De ahí que la visibilidad creada por los medios de comunicación se convierte en la fuente de una nueva y distinta clase de fragilidad. Sin embargo, a pesar de que muchos líderes políticos tratan de gestionar su visibilidad, no pueden controlarla completamente: la visibilidad mediada puede resbalarles de las manos y, en algunos casos, volverse contra ellos. ; This article examines the characteristics of a new form of visibility which has become a pervasive feature of the modern world and which is linked to the development of communication media. With the development of the media, the visibility of individuals, actions and events is severed from the sharing of a common locale. One no longer has to be present in the same spatial-temporal setting in order to see the other or to witness an action or event. The rise of this new form of mediated visibility has transformed the relations between visibility and power. Thanks to mediated visibility, polítical rulers are able to appear before their subjects in ways and on a scale that never existed previously. Skilful politicians exploit this ti their advantage; with the help of their PR consultants and com- munications advisors, they seek to create and sustain a basis of support by managing their visibility in the mediated arena of modern politics. But mediated visibility is a double.edged sword: it also creates new risks for polítical leaders, who find themselves exposed to new kinds of dangers. Hence the visibility created by the media becomes the source of a new and distinctive kind of fragility. However much polítical leaders try to manage their visibility, they cannot completely control it: mediated visibility can slip out of their grasp and can, on occasion, work against them.

This paper argues that the analysis of culture and mass communication should be regarded as central concerns of sociology and social theory. It develops a framework for the analysis of culture and shows how this framework can be applied to the study of mass communication. Focusing on the medium of television, the paper highlights some of the distinctive characteristics of mass communication and examines some of the factors involved in the production, construction and reception of media messages. It is argued that this approach enables the analyst to pose questions concerning the ideological character of mass communication in a new and more fruitful way.