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Media Competence as a Category of Public Value
Understanding Mediality as a Concept of Social Practice
Thomas A. Bauer, Dr. Univ. Prof.Department of Communication
Faculty of Social Sciences University Vienna / Austria
Universidade Caspar Libero São Paulo 31.8. 2010
1. September 2010 ucl/sp 2010 thomas a. bauer
Constructivism Perspective: Media Society
Societies organize themselves increasingly in the model (communication version) of media:
Media aesthetics: construction of sense and meaning through nws awareness, public presence, visibility, attention, obliviousness, dissipativiness, favourableness
Media Mechanism: construction of reality through technology, standardisation, general connectivity, general accessability, public control, social mechanism of trust (industrial professionalism)
Media Usability: ubiquity, mobility, casuality, individualization (next-to-next-society)
1. September 2010 ucl/sp 2010 thomas a. bauer
Cultural Theory Perspective: Media Enviroment
In a media- and knowledge society context:understanding the reality needs to understand media:
Medialization of social construction of knowledge and meaning: All what we know, we know from media (Luhmann):media discourse dominates every-day-discourse, as well the milieu-discourse: medialization
Mediatization of social life and social exchange:There is no media-free existence: any experience of self and any organization of self is connected to the symbolic environment
1. September 2010 ucl/sp 2010 thomas a. bauer
Cultural Studies Perspective : Media Use
The question is not: what does media with people?The question is: what does people with media? Use of media is a part of life style: cultural awareness of lifeFrankfurt School /CS : Adorno,Horkheimer, Brecht, Enzensberger
Restrictive / Repressive Use of Mediasocialized use of media: media use in the interest of media system : (conscious industry) : affirmation of hierarchical discourse and dominating system
Emancipative Use of Media:social use of media: media as a means of realizing personal/individual interests of life: self-realization, self-competence, autonomy, emancipation,
1. September 2010 ucl/sp 2010 thomas a. bauer
Knowledge Theory Perspective: Communication
Construction of sense as the unification of differencethrough distribution of sociability (sharing of meaning)
Consens and Congruence:In hierarchically constituted societies: interest of unity, exclusion of difference according to characters of majority, organization of truth in the interest of affirmation of the status quo. Burden of proof lies at distinguishable news.
Difference and Diversity:In heterarchically organized societies: interest of diversity, inclusion of difference as a challenge of contingence, contingence as the specimen of what is not impossible, even if not necessary (Luhmann). Burden of proof lies at status quo.
1. September 2010 ucl/sp 2010 thomas a. bauer
System Theory Perspective : Sociability
Society, Communication, and Culture: 3 Perspectives for one Principle: the experience of sociability:Society is a construct of observation of sociability: how we are thinking and talking about, a communicative constructed model of sociability (normative, empirical, pragmatic)
Analyzing society is analyzing its communication and its culture et vice verse
The anthropological perspective of sociability:it is the destination of human being to be undefined (contingence),communication is the way to define the meaning of experience for social commitment
1. September 2010 ucl/sp 2010 thomas a. bauer
Methodological Perspective: Understanding
IDEA OF MEDIA COMMUNICATION
normative - critical hermeneutical hermeneutical approach approach
constructivism & cultural studies
MEDIA THEORY----------------------------------MEDIA PRACTICE
structural-functional analysis: funtionalism empirical pragmatic interpretation analysis
MEDIA COMMUNICATION REALITY
Hermeneutical Approach Understanding Media
Use media as a living environment of cognitive, affective and active participation in construction of sociability of life: be part of public discourse and in societal conversation in order to get connected and synchronized with differently based interpretations of meaning of events and decisions that are publicly supposed to be meaningful for personal and public management of life - Distributive Media: Based on professionalism and industrialism (institutional and organizational mechanism of trust)- Connective / Social media: Based on authenticity Use Media as an open source space of taking and giving contributions to the generalized interpretation of experience in order to multiply your and other’s view of world - thus becoming your own actor in constructing the reality (situative mechanism of trust: authenticity)
Functionalism Approach Understanding Media
Media: a structural system in the interest of societal functions: An organizational system in the interest of satisfying needs and desire (entertainment, advertisement, marketing, public relations) A transfer agency of information, knowledge and meaning in the interest of organization of society (journalism, public relations)
A source of effects influencing mind, habitus and behaviour in between of power and accommodation/assimilation
- as a source of experience, of inspiration, of setting agenda- as an organized frame of reference for public knowledge
and public opinion- as a mechanism of trust on professionalism, technology and
satisfaction of need
1. September 2010 ucl/sp 2010 thomas a. bauer
Understanding CompetenceCompetence Models in general
Competence - a normative term: is directed to social agreements of social and individual values
Competence - a critical term: is directed to distinguish between systems demands and Lebenswelt-consciousness
Competence – a pragmatic term: is directed to the possibility of learning and of development.
Media - Ecology : How to save/preserve the „nature“ of interpersonal communicationbefore technical alienation?
Media Competence: How to use media as an agency of realizing individuality underconditions of a media organized society?
Media Culture: What does say the culture of relation between people - mutually to each other mediated by technology - about the (communicational/cultural) status of the society ?
Media Learning: What attitudes are we able to develop, in order to create an societal learning process out of it?
PERSPECTIVES OF PROBLEMATIZATION
1. September 2010 ucl/sp 2010 thomas a. bauer
CONCEPTUALIZING GOALS OF MEDIA EDUCATION
Preservation Media-pedagogical concept an a normative philosophical levelCritics: Connecting to a linear model of media effects Analysis: Media educational concept (Consciuousnes building) by making (own) experiencesCritics: cultural- pessimististic subtextSelf-reflection: Competence educational concept by refelcting (own) meaning makingCritics: Individualization and personalization of a societal dilemma
Media Competence in Functionalism Approach
The Concept of Refusal of Acceptance: Competence as a concept of protection against the effects of a second world (early media education concepts)Denying media use keeps related and connected to the (traditional) institutions and their dogmata: church, school, family, dominating cultures
In that interest millions of research works on effects of media during the “process of socialisation”, on personality, identity, dependences –Always following the two-world-theory: the “real life” and the “media life” , while media reality intervenes (destroy) the real life reality
Media Competence in Functionalism Approach
The Concept of Media Literacy: Competence as Compensationthe critical and rational use of media, being aware of technology, media aesthetics, media economy, media technology knowing that being immune against media effects:
Read many newspapers and use all media-sources in order to get best informed (overnewsed, but underinformed) and to get aware of the difference (weakness) in news making in order to build your own opinion
Learn to produce your own media or be part of media production in order to look through the mechanisms of media production (time stress, interview strategies, creating effects, meachanism of writing, camera, cutting, montage or psychological effects)
Media Competence in Functionalism Approach
The Concept of Media Critics: Competence as Emancipation(the concept of critical media education) the critical and rational use of media, being aware of bad effects and getting free from them through critical habitus or to repair socialized effects through consciousness industry (Bewusstseinsindustrie)
Critical analysis of the content of mediaCritical analysis of the immanent interests of power and influenceCritical analysis of mechanism of productionCritical analysis of mechanism in politics, economy in relation to media (public relation)
Media Competence in Culturalist Approach
Where does the concept come from?
Competence is not a natural quality, but is a category of the cultural interpretation of human attitude in relation to the natural, cultural, social, technical and symbolic environment. It supposes that mankind is able and capable to organize its position in relation to the environment in a cultural manner - thus forming personality and individuality in order to become an identifiable part of it.
- cultural-anthropological interpretation- psychological interpretation- educational interpretation
Media Competence in Culturalist Approach
The Concept of Anthropology:
The Competence term represents an anthropological interpretation
of risks and chances of surviving by means that are only given to mankind: making decision by free will and by reflection - using means of intelligence, notion, cognition and consciousness.
Within that tradition Competence is a dimension of human performance of life that has to be supposed to be anyone’s own.Competence values in that frame above all others is: “Vorsprung” privilege.
Media Competence in Culturalist Approach
The Concept of Psychology:Competence of personal life depends to certain extent from different pre-conditions of socialisation: family structure, personality structure, culture of relationship. Media Competence is not a special competence, but more the reflection of understanding one’s personal life styling under socio-cultural frame conditions and social climate.
Values of Competence : authenticity, open mindedness, distinctiveness, reflexivity, critical distance against yourself and critical closeness to others
Development of competence needs a socio-hygienic climate – in individual but also in societal dimensions (Family). Non-hygienic climates lead to strategies of simulation and compensative inscenation of performing one’s own life – maybe in dependeces (Web 2.0 fear)
Media Competence in Culturalist Approach
The Concept of Education and Pedagogy:
Competence always has been a goal for education and pedagogy insofar educational and learning programs aims to bring young people to the state of ability, capacity and responsibility in all socially relevant fields of habit (Bourdieu: generative grammar) and behaviour. Education works theoretically and practically in the direction of an idealtypical assumption of an individual and tries to challenge the learning capacity of individuals according to a system of socialisation.
1. September 2010 ucl/sp 2010 thomas a. bauer
Concepts behind the Concept of Media Competence
Models of identity are not sacrosanct and could change (cf: J.Habermas)
Models of social order are constructions and could be deconstructed (cf: M. Foucault)
Models of education of intelligence are often focused on cognitive capacities (cf: J. Piaget)
Models of socialisation are often too mechanistic: To compensate the dilemmata of the society on shoulders of individuals of the upcoming generation might be a cynical way to demand competence from youngsters within a social environment with weak competence culture.
1. September 2010 ucl/sp 2010 thomas a. bauer
MEDIACOMPETENCEa Societal / Public Value
The Media environment is a complex environment: Mediality is the program and the protocol of a media society
technical, cultural, political, social, behavioural and economic structures are mixed and organized to a system for its own quality.
Living with and in media environment challenges skills of distinction, of differentiation and of decision of individuals.
Insofar the society needs a Mediality Concept of social managament: identity, cohesion, social trust, inclusion, integration, equality of chances, diversity managament
1. September 2010 ucl/sp 2010 thomas a. bauer
MEDIACOMPETENCEa Societal / Public Value
The society needs to trust in itself – which is done through its (media) communication competence aspects (professionalism and media awareness as public values in use of media
Ability (to know what operations and how to do them in case of – technical skills)
Capacity (to have the cognitive, affective and active means and preparedness: soft skills)
Responsibility (to be conscious of what it means for the constitution of sociability: consequences and possible effects
Morality (to be aware of the implicated values when making decisions)
1. September 2010 ucl/sp 2010 thomas a. bauer
MEDIACOMPETENCEa Societal / Public Value
Public Media Reflection: enhancing the research on media away from its professional useenhancing public support for media arts
Coordination between academic programs, institutional programs and media company training programs, life long learning for journalists
Systems of recruiting Changes of understanding the professions: New Interpretations of journalism:
1. September 2010 ucl/sp 2010 thomas a. bauer
MEDIACOMPETENCEa Societal / Public Value
Public Media Practice: enhancing community mediaand medialized participation models in politics, education, culture,
enhancing educational programs for migrants – also in resepct to their use of media
1. September 2010 ucl/sp 2010 thomas a. bauer
BUILDING COMMUNICATION in different society systems
The systems are to a certain extent different The challenges are the same:
- the society lives from communication
and communication lives from society- both need literacy as a cultural tool for a
socio-human behaviour
see more:
www.thomasbauer.at