There are undoubtedly other examples. Moreover, media can select which facts to present and control the access of specific political options to mass audiences. Thus, as Castells writes, to appear in the media, one must begin speaking the language of media - a particular jargon, a distinct dialect. The question of opinions ceases to matter, as everything is reduced to the simplest and strongest media messages - images. According to Castells, the simplest image is the face. So, we see a contest of personalities where opinions no longer matter because we vote on a like-or-dislike basis, with TV channels subtly telling us whom to like by selectively choosing messages and shaping the context in which a politician appears (see Telewizja Trwam or TVN 24, among others).
This is where mass self-communication enters the picture. As Castells writes: "Over a billion people worldwide use the internet, and nearly two billion use mobile phones. Two-thirds of the Earth`s population can communicate through mobile phones, even in places without electricity or landlines. The explosion of new forms of communication happened almost instantly. People introduced their own systems: SMS, blogs, Skype. P2P, or Peer-to-Peer, allows for sharing all kinds of digital data."
With new tools that allow us to communicate freely on a global scale, we can pressure politicians, publish our critical voices, and finally feel that we are the media. Social movements coordinated and spread through new technologies are described by Howard Rheingold in "Smart Mobs." Castells adds examples like the communication of alter-globalists, who, through the Indymedia network and other channels, reached mainstream media. He also mentions the demonstrations in Spain following the Madrid attacks, which successfully changed the government and its policy toward Iraq.
Examples can also be found in Ukraine and the Paris riots. At last, we can act politically outside the mainstream, beyond the narrow options presented to us. We can express dissent, construct our own solutions to problems, without joining political parties accepted and invited to televised programs. We can also better organize our actions and have real, lively discussions outside the rigid frameworks we’ve been trained to accept.
Thanks to new media and communication channels, a true civil society is emerging - a concept I once eagerly discussed under the term "blogalization" (mocked by some), which was meant to counter Bauman`s negative portrayal of globalization. Mass Self Communication is a broader term, more complete and more clearly explaining these new possibilities. To conclude emphatically, I’ll use Castells’ own words:
"In times when formal, rigid democracy is in serious crisis, when citizens have lost faith in democratic institutions, what we are witnessing with the explosion of Mass Self Communication seems to be the birth of new political forms. Although it’s too early to say what they will look like, one thing is certain: in the field of communication, a struggle will unfold that will reveal a new diversity of technological means. Essentially, it is the same struggle that has existed since the dawn of humanity. It has always been about freeing our minds."
***
Source: hiperblog.blogspot.com, September 14, 2006
Creative Commons License: Attribution 2.0 Poland
COMMERCIAL BREAK
New articles in section Media industry
Dead internet theory is a fact. Bots now outnumber people online
Krzysztof Fiedorek
Already 51% of global internet traffic is generated by bots, not people. As many as two-thirds of accounts on X are likely bots, and on review platforms, three out of ten reviews weren't written by a human. Do you feel something is off online? It's not paranoia. In 2025, it's a reality.
The most valuable female personal brands in Polish fashion. IMM report
KFi
The ten most popular people in Poland in the "fashion" category generate over 1.5 billion contacts across all types of media in a year. Their value is nearly 400 million zlotys. The ranking was prepared by the Institute of Media Monitoring for "Forbes Women" magazine.
Disinformation ranks above terrorism as global threat
KFi
According to "International Opinion on Global Threats" by Pew Research Center, a median of 72% of adults across 25 countries view the spread of false information online as a major threat to their country. That number places disinformation at the very top of perceived global dangers.
See articles on a similar topic:
Print Advertising in Poland. Analysis by Polskie Badania Czytelnictwa
BARD
Analysts at Polskie Badania Czytelnictwa (Polish Readership Surveys) have compiled statistical data highlighting the reach, engagement, and opinions regarding print advertising campaigns. These insights are valuable for marketers aiming to plan and optimize advertising budgets.
Artificial Intelligence in the Media. Reuters Digital News Report 2024
Krzysztof Fiedorek
AI has gained prominence in recent years, and its application in producing, distributing, and presenting news content continues to grow. However, this development is met with mixed feelings by audiences, which has significant consequences for media trust and its future.
Algorithmic personalization study. Who and how understands digital media
KFi
Most internet users believe that everyone sees the same content online. Meanwhile, algorithms personalize messages so effectively that a young woman with higher education receives different information than her father. Researchers reveal who truly understands the mechanisms.
Read digital newspapers and magazines in PDF, EPUB and MOBI [LINK]
AUTOPROMOCJA Reporterzy.info
The most popular daily, weekly, biweekly and monthly magazines in electronic PDF, EPUB and MOBI formats. For reading on a computer, smartphone and e-reader. The latest issues, archive issues and subscriptions are just a few clicks away. Visit our Reporterzy.info Store