COST ISO 906 Transforming audiences, transforming societies/ Lisbon, Nov 11 13th 2010

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1 COST ISO 906 Transforming audiences, transforming societies/ Lisbon, Nov 11 13th 2010 Name: Nicoletta Vittadini Institution: Catholic University of Milan OssCom (Research Center on Media and Communication) Country: Italy Working Group: WG3 Keywords: Ict adoption; networked audience; social media; media experience; methodology This essay will present a review of italian researches on the role of Media and Ict use for evolving social relationship. This essay will focus in particular on theoretical and empirical researches on Icts. Furthermore the essay will focus on last decade of italian studies. Two relevant starting points opened up the italian research on audiences and Ict. The first one has been the book of Luciano Paccagnella on computer mediated communication and sociology of telematic networks (Paccagnella, 2000). Beside a review of the most important International researches and theories on Computer Mediated Communication, this book suggested the opportunity of an ethnographic research on those virtual environments. The ethnographic research suggested was characerized by taking in account both online and offline social relationships and an integration with quantitative studies. The second starting point has been the first research on Chat lines in Italy published in 2001 (Roversi, 2001). This virtual ethnography, based on Hine s model (Hine, 2000) has shown, for the first time some cultural traits of italians use of Chat lines. A strong connection between online and offline, regarding both social relationships and the construction of virtual identities. The first italian research path has been characterized, then, by the focus on different aspects of italians use of computer mediated communication: for example identity (Tosoni, 2004); blogs and identity narrations (Di Fraia, 2007). Progressively the italian research on Ict use and social relationships used also the domestication model (Silverstone & Hirsch, 1992) (Berker, Hartmann, Punie, & Ward, 2006) iand focused on young people (adolescents; youngs, and young adults). Topics of this researches have been: mobile cultures and the adoption of mobile phone among young people (Scifo, 2005) (Brancati, Ajello, & Rivoltella, 2009); appropriation, use and management of social media (mobile phone, instant messaging and social networks) in the complex digital media mix (Pasquali, Scifo, & Vittadini, 2010). This research path progressively pointed out the relevance of differenk kinds of variables affecting the adoption of digital devices mediating interpersonal communication. National cultural variables in Ict adoption (italy vs others country) have been increasingly integrated by social variables as place of residence (rural vs urban areas) or, more relevant, different styles of social relationships. The interaction of socio- demographic variables (culture, income levels, place of residence) and of relational variables (hypersociability or hyposociability for example) in real life allowed to describe different adoption profiles inside the same country (Giaccardi, 2010). On the theoretical side Icts and social relationships have been studied, in Italy, starting from different points of view: 1

2 a. first off all the sociological debate about communities and their role in contemporary societies (referring to authors as Nancy Baym; Steven Jones; Craig Calhoun; Jan Fernback) (De Benedittis, 2003) b. second wider teorical frames about late modernity and network society (referring to authors as Antony Giddens; Zygmunth Bauman; Manuel Castells) (Giaccardi & Magatti, 2003) c. third media and new media studies ( eferring to authors as Joshua Meyrowitz; Jonhn B. Thompson; Jay David Bolter and Paul Grusin) (Marinelli, 2004) (Boccia Artieri, 2009) (Sorice, 2009) The more recent phase of italian research on the role of Ict use for evolving social relationship is strictly linked to the third point of view previously quoted and is characterized by an analisys of relationships between recent audience models (diffused; networked or extended audiences) and digital media use (especially social media). Next part of the essay will present this italian research path that can be divided in three areas. 1) Media experience. The first area is more theoretical and crosses borders between sociology and semiotic of consumption. It is focused on the study of the media experience in late modernity (Casetti, 2005) and in the digital media landscape described as a media cloud dispersed and rilocated in social space (Eugeni, 2010). A relevant focus are grassroots processes, both of appropriation or use and of meaning construction, carried out by users. Consumption practices referred to this media cloud are described as linking discoursive spaces (media) and social spaces (Eugeni, 2010, p. 310); pervasive of every social facet (Eugeni, 2010, p. 15) and characterised by a progressive naturalization of media experience. Social relationships are a significant part of this experience (Eugeni, 2010, p. 16) as practices, meaning, and values of media experience are definded intersubjectively and through discourses mediated by digital tools (social networks, for example). Emerges, then, the role of social relationships in defining identity; role and social influence of media in the new media landscape. Starting from the concept of media experience digital media landscape seems also characterised by a new media function: the interconnection between knots of social networks. (Giaccardi & Magatti, 2003) 2) Media audiences. The second area is focused ont the relationships among media audiences and social media use. The starting point is Abercrombie and Longhurst definition of diffused audiences and the spectacle perfomance paradigm (Abercrombie & Longhurst, 1998). A further definition used is extended audience (Couldry, 2005) (Sorice, 2006) describing the relationship between media and audiences as part of a media culture a, so called, public networked culture (Kazys, 2008). Starting form those definitions of audiences the research question has been: what happens when millions of people around the world are no more an anonymous and indifferentiated audience, but can produce mass connections among them with and through contents that they know how to use and publish? (Boccia Artieri, 2009, p. 21). The point is if social networks are personal mass connection systems and personal mass communication systems, they are a foundamental tool to foster networked audiencess (Ito, 2004) and to build connections among their members. Web 2.0 revolution is interpreted by some italian authors as an audience transformation (Boccia Artieri, 2009): audiencess can become media ; social networks increase the 2

3 awareness to be part of neworked audiences ; digital technologies connect cultural activities and social relationships giving a new life to cultural forms as everyday conversations. Those authors highlight also some effects on social relationships. The increase of the awareness of the performative nature of interpersonal relations and communcations including the presence of a public that influence one s self- representations and communications acts (Boccia Artieri, 2009)(Vittadini, 2010). The increase of the relevance of micro- personal- narratives (for example the social networks ones) in bottom up and top down cultural products (Boccia Artieri, 2009, p. 29). Blogs and auto- narrative spaces become new places where narrative models and relational models are produced and they are apt to shape and model social relations as traditional media. Exchanging practices of cultural products through social networks cntribute in building a kind of cultural capital of the network (both the real and the virtual one). (Vittadini, 2010). Empirical researches belonging to this area have been focused on the following topics. Media and generations. Assuming that generations can be defined as a collective subject sharing a semantic useful thematize and crystallize experience in a common we- sense, the research has studied (using qualitative methods) relationships between media consumption and this semantic. A focus has been how the use of digital and social tehnologies in Italy is changing the construction of a generational we sense at three levels: memories; typology of discoursive spaces; and reflexivity. (Colombo & Fortunati, 2010). Generational discourses online The research has studied online discourses of the so called Generation Y (using quantitative and qualitative discourse analisys). The research focus has beenthe use of media products as discourse topic aimed at building a networked we sense. (Colombo & Fortunati, 2010). Mobile audiencess between access and participation. The research has studied how extended audiences use mobile and interactive new media (using qualitative field research methods) to produce contents and to build a sense of membership in order to structure social practices. (Sorice, 2007) 3) Fandom. The third area is based on the concept of diffused fandom (Jenkins, 2006) where the role of media contents as a product to share in the social network ovelap che boundaries of fandom practices to diffuse in social relations mediated by technologies. (Marinelli, 2004). This diffused fandom influences social relationship changing the role of the experience of media consumption. Empirical researches have studied in particular the role of Twitter in fandom communities. To be a fan emerged as a social feature, an identitary trait that guarantees social belonging and social relationships. Social networks are virtual spaces where this social feature activate the so called role to role relationships. (Andò & Marinelli, 2010). Empirical research arose, then,some methodological questions. Beside the wider debate on quantitative and qualitative methodologies and the trustability of quantitative methodologies based on internet staitstics (es. twitter or google ones), some other questions are rising. First the ethnographic set. Families and huseholds dont seem to be a self sufficient etnographic field to observe nomadic and cross- media communication practices digitally mediated. The development of a nomadic management of mediated relationships impose the adoption of multisituated ethnographies. Moreover the multilevel (real and virtual) nature of social relationships impose multilevel ethnographies integrating real and virtual observation settings and following users in their movements through spaces and devices. Second digital communication practices, as already said, involve also users productivity and reflexivity. It is more and more relevant, then, the role of digital tools to collect products 3

4 created by users also during the research processes (for example blogs on one s digital mediated communication practices or visual productions photo or video- about them). Those methodologies can be useful to investigate not only communication practices, but also people reflexivity on them. (Monaci & Scifo, 2010) Bibliography Abercrombie, N., & Longhurst, B. (1998). Audiences. A sociological Theory of Performance and Imagination. London: Sage. Andò, R., & Marinelli, A. (2010). Fare ricerca sul fandom online. Fan italiani e serie tv. In B. Scifo, & S. Monaci (Eds.), Sociologia 2.0. Torino: Scripta web. Berker, T., Hartmann, M., Punie, Y., & Ward, K. (Eds.). (2006). Domestication of Media and Technology. Maidenhead: Open University Press. Boccia Artieri, G. (2009). SuperNetwork: quando le vite sono connesse. In L. Mazzoli, Network Effect. Quando la rete diventa Pop. Torino: Codice Edizioni. Brancati, D., Ajello, A. M., & Rivoltella, P. (Eds.). (2009). Il guinzaglio elettronico. Il telefono cellulare tra genitori e figli. Bologna: Donzelli. Casetti, F. (2005). L'occhio del Novecento. Cinema, esperienza, modernità. Milano: Bompiani. Colombo, F., & Fortunati, L. (Eds.). (2010). Broadband Society and Generational Changes. Berlin: Peter Lang. Couldry, N. (2005). The Extended Audience: Scanning the Horizon. In M. Gillespie, Media Audiences. Maidenhead: Open University Press. De Benedittis, M. (Ed.). (2003). Comunità in rete. Relazioni sociali e comunicazione mediata dal computer. Milano: Franco Angeli. Di Fraia, G. (2007). Blog- grafie. Identità narrative in rete.. Milano: Guerini e associati. Eugeni, R. (2010). Semiotica dei media. Le forme dell'esperienza. Milano: Carocci. Giaccardi, C. (Ed.). (2010). Luoghi di parola. Relazioni comunicative e affettive dei giovani nello scenario digitale. Milano: Vita e Pensiero. Giaccardi, C., & Magatti, M. (2003). L'io globale. Dinamiche della socialità contemporanea. Roma Bari: Laterza. Hine, C. M. (2000). Virtual ethnography. London: Sage. Ito, M. (2004). Personal, Portable, Pedestrian: Mobile Phones in Japanese Life. Los Angeles: Anneberg center for Communication. Jenkins, H. (2006). Convergence Culture: where old and new media collide. New York: New York University Press. Kazys, V. (. (2008). Networked Publics. Boston: MIT Press. Marinelli, A. (2004). Connessioni. Nuovi media, nuove relazioni sociali. Roma: Guerini. Monaci, S., & Scifo, B. (Eds.). (2010). Sociologia 2.0. Torino: Scripta web. Paccagnella, L. (2000). La comunicazione dal computer. Sciologia delle reti telematiche. Bari: Laterza. Pasquali, F., Scifo, B., & Vittadini, N. (Eds.). (2010). Crossmedia cultures. Giovani e pratiche di consumo digitale. Milano: Vita e Pensiero. Roversi, A. (2001). Chat Line. Bologna: Il Mulino. Scifo, B. (2005). Culture mobili. Ricerche sull'adozione giovanile della telefonia cellulare. Milano: Vita e Pensiero. Silverstone, R., & Hirsch, E. (Eds.). (1992). Consuming Technologies. Media and information in domestic spaces. London: Routledge. Sorice, M. (2007). Alla ricerca dell'audience perduta. Economia della cultura, XVII (3). Sorice, M. (2006). La comunicazione dal basso. Storia e Società, VIII (27). Sorice, M. (2009). Sociologia dei mass media. Roma : Carocci. Tosoni, S. (2004). Identità Virtuali. Comunicazione mediata dal computer e processi di costruzione dell'identità personale. Milano: Franco Angeli. 4

5 Vittadini, N. (2010). Aprire le porte, marcare i confini: reti sociali e performance identitarie nella comunicazione mediata dei giovani. In C. Giaccardi (Ed.), Luoghi di parola. Relazioni comunicative e affettive dei giovani nello scenario digitale. Milano: Vita e Pensiero. 5

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