ABOUT THE BOOK
fjrigjwwe9r0pp_Books:Description
At no other point in human history has
technology played so vital and all pervasive a role in every day private and
public life as now. Though the limitations imposed by nature were overcome
right from the time when the project of modernity got introduced, yet the birth
of new technologies have busted even the limits of industrial’ technologies.
The industrial age technologies suffered from the basic defect of
‘producer-bias’. Consequently, they were cast in the top-down mould with little
regard for individual customer preferences. The new information and
communication technologies broke the reliance on mass-based production systems
and resurrected the model of individualized production. This marked a paradigm
shift in the production, distribution and consumption patterns of products
being delivered by the ’smart` technologies. In the world of media, it meant
the end of mass media monopolization of the global and local public spheres.
The alternative voices became more strident and eye-catching with the arrival
of the new media. A large number of media users migrated from the older mass
mediated public sphere to the cyberspace, the new public sphere created by the
new media. This migration was accompanied by the drift of the advertisers and
the marketers to the new public sphere, granting it the legitimacy that it
required in the attention economy of the new millennium. Regulatory regimes
followed which raised their own controversies.
ABOUT Author
fjrigjwwe9r0pp_Books:aboutAuthor
Dr.
Ravi K Dhar earned his doctoral degree in English at the
North-Eastern Hill University, Shillong, where he was also teaching as a
Lecturer in English.
Dr
Pooja Rana is an English Honours from the prestigious St
Bede’s College, Shimla and a post graduate and doctorate in mass communication
from Guru Jambheshwar University of Science and Technology, Hisar, India. She
has recently joined the leading Amity School of Communication, Amity
University, Haryana.