This book offers an introduction to communication theory that is appropriate to our post-broadcast, interactive media environment. The author contrasts the 'first media age' of broadcast with the 'second media age' of interactivity. Communication Theory argues that the different kinds of communication dynamics found in cyberspace demand a reassessment of the methodologies used to explore media, as well as new understandings of the concepts of interaction and community (virtual communities and broadcast communities).
Chapter 3: Theories of Cybersociety
Theories of Cybersociety
Throughout October 1999, concerts were held in London, New York and Geneva to launch ‘NetAid’, the Internet equivalent to the ‘Live Aid’ movement of the mid-1980s. The ‘Live Aid’ movement was comprised of a series of globally broadcast rolling concerts sponsored by corporations who received a moral injection to their advertising profile, as well as patrons at the gates who felt that they were doing something for needy people they had seen on TV.
The later version of empathy-at-a-distance is one in which, by sitting at Internet terminals, those people living in economically and informationally rich countries can do ‘something to help’. The Secretary-General of the United Nations was on hand at the concert, to explain: ‘Most people in needy countries ...