ARTS2090: June 2012

There are many different modes of publishing ranging from cave paintings and smoke signals to the World Wide Web and the web 2.0. However not all modes last, and, whilst the printing press was developed earlier than the 1900’s, its effect on society and its contribution to the development of publishing has been long and significant, even in contemporary times (Kreis, 2004). In contrast, the World Wide Web (web) is a relatively new platform for publishing, that has only been around for a few decades, but which is already making leaps and bounds in the publishing industry and is paramount to entertainment in modern society (Berners – Lee, 2001). Entertainment is a very broad term that can and does represent many things, and I see this term as anything that is presented to the public with the intent to interest and amuse. These two platforms of publication are clearly important, vast and revolutionary; however they differ in terms of accessibility, quality, quantity, reach, and regulation, for although each platform has allowed for the wide spread distribution, and consequent development of society, they both are not without flaws (Howard, 2007).
<Image 1>

During the 1400’s, Johannes Gutenberg developed a device called the Gutenberg printing press (Kreis, 2004). Johannes was a goldsmith in the Roman Holy Empire at the time, and the machine he developed allowed for roughly 3600 copies of a book per working day, compared to only a couple of copies that could be made by hand copying (Kreis, 2004). The printing press was an incredible engineering achievement, and its repercussions have been crucial for mankind, in terms of society and overall development, as it has impacted on all aspects of society, from politics, seen through the enabling of the democratization of knowledge, to education (for example scientific revolution) (Kreis, 2004). The printing press has also had a significant impact on religion, for example, Martin Luther’s ninety – five theses was copied hundreds of thousands of times, allowing for the public to acknowledge and learn of Protestantism, leading to the eventual reformation (Edwards Jnr, 2994,pp. 1 – 4). The printing press is also responsible for the bibles (amongst other important documents) transition into a multilingual text, therefore allowing the masses to read it, thus informing and enlightening all individuals and allowing for a greater level of equality through knowledge, in society (Kreis, 2004). Whilst this is not directly seen as entertainment, much important literature has been converted, copied and transported on a global level, in a clearer way to understand, to much of the world’s population.

In terms of entertainment, the printing press is responsible for the publication of books, newspapers, magazines, posters, and various other forms of writing. This platforms significance is also evident in the length of the time period that it has been used for, as it can be applied to both sides of this essay question, in that it was used before the 1900’s and continues to be used in the new millennium. The entertainment within the printing press generally is more meaningful as it is in a physical form and this serves as a memento for the consumer to keep. The content within the printing press undergoes regulation, copyright, and censorship laws, and is looked over by editors and publishers, which increases its reliability and credibility. It is easier for consumers to gain an insight into the background of authors that have published works, which further adds to the published contents credibility. Whilst the printing press simply cannot offer as much quantity of its content as the internet can, it makes up for this by publishing quality entertainment, that can be easily regulated (compared to the internet), and can take on a more localised, personal theme for consumers to enjoy (Blue Mountains Gazette, 2012). It is still relatively far reaching as well, and where not everyone has a computer and broadband, at times it is easier to access a printed publication, depending on the consumer’s cultural background (Bhaskar, 2009).
<Image 3>

Whilst there are widespread, far reaching, multinational newspapers, such as the Sydney Morning Herald, the Sun and The New York Times, and similarly, there are renowned international books, entertainment distributed via the printing press also caters to minorities. This can be seen through the newspaper, the ‘Blue Mountains Gazette’ which covers a considerable stretch of land that includes all of the towns within the Blue Mountains (BlueMountains Gazette, 2012). It offers a range of entertainment, including news, sport, weather and community information (such as events, local clubs, competitions, etc) (Blue Mountains Gazette. 2012). This newspaper caters to local people, and deals with issues that are pertinent to local towns such as Springwood and Blackheath (Blue Mountains Gazette, 2012). It is particularly relevant to citizens of the Blue Mountains, and by focusing on a smaller area to publish to, the information and entertainment is more concentrated and therefore more appropriate to the consumer (Blue Mountains Gazette. 2012). Every aspect of this newspaper is carefully organized, and when each segment is put together with correct formatting and images, it is a clear, easy to follow and entertaining text that is much more appealing, and will last longer than entertainment seen on a computer screen.

Although the web was proposed and developed in the 1990’s, it has come into dominance and has been somewhat perfected, post 2000 (Berners – Lee, 2001). The concept of linking the internet and the web was constructed by Tim Berners- Lee and has developed through time, with the addition of the Mosaic web browser, to eventually be free to anyone, which, consequently, has revolutionalized the world of publishing (Berners –Lee, 2001). The internet is a global system, containing other, smaller interconnected systems that individuals can now browse, and access information and entertainment via webpages that are all interlinked through hyperlinks (Berners– Lee, 2001). These hyperlinks allow for a massive platform to form, as websites can be connected to one another, which means that a huge database of entertainment from around the world is available to anyone with a computer, on a global scale (Howard, 2007) However links between websites can dissolve and a lack of a proper archiving system is one of the fundamental problems that the world wide web faces (Howard, 2007).

<Image 5>

Strictly in terms of entertainment, the printing press does not offer nearly as wide a range as the web, which contains everything that the printing press does and much more, because it is such a vast archive in itself (Howard, 2007). Now that anyone, whether collective or as an individual, can publish works to the mass public, there is so much more accessible information out there (Howard, 2007).The impact of the web on entertainment has been vast and significant, as it has effectively drawn together individuals on a global scale, with the invention of blogging, stream sites (such as YouTube) and social networking sites. It has helped to create a much larger public sphere within society, as people from around the world can create and access entertainment through mutual communication (Habermas, 2006, pp. 73 - 78). The virtual world of the web means that society has become somewhat globalised, and can potentially enjoy a new level of connectedness and participation, within a newfound global public sphere (Habermas, 2006, pp. 73 - 78). This has great consequences for entertainment as well, because the rate that people are communicating with one another, publishing their own works and getting effective feedback online, means that there has been a huge increase in the quantity of entertainment, and this instantaneous feedback, in turn, positively influences the quality of entertainment (Habermas, 2006, pp. 73 - 78). However, concerns have been raised over the reliability of the circulating information and a decline in uniqueness and strength of identity for the individuals involved, compared to the closely knit physical public spheres of the past (Warner, 2002, pp. 60).

The global scale of entertainment on the web can be seen through ‘EBooks in South Africa’ and ‘Why publishers are about to go data crazy’, which reflect the sudden trends of data in technology, mankind’s attempts to keep up with technologies growth and the increased variety of publishing and distribution that new technology brings (Sachin, 2012). Users of Ereader’s are subjected to a wide range of reading materials and consequent entertainment due to online streaming sites on the web, and online book shops such as Amazon.com. These articles are examples of the growth of information and entertainment, however the inequality of all individuals in terms of geographical location, economic standing and cultural background has somewhat stunted this growth (Bhaskar, 2009). On the other end of the spectrum, ‘Charlie bit me’ is an example of a viral video, and whilst it is clearly not on the same educated level of entertainment as much of the literature that the printing press offers us, it is a good example of the power of the Web in drawing people together (Malahm, 2008). It is amazing to see how the Web breaks down the walls of different cultures and allows us all to become active citizens within society (Habermas, 2006, pp. 73 - 78).
<Image 7>

I have looked at the positive aspects of these two publishing platforms; however it is also necessary to look at the restrictions applicable to each. Whilst the printing press allows for the credible spread of entertainment, across cultures, nations and languages, it cannot compete with the reach of the web. The printing press has pushed publishing forward in leaps and bounds, and although it can provide more personal and relevant information at times, the sheer pace at which we are receiving entertainment on a daily basis means that the process of printing simply cannot contend with the instantaneous publishing that the web can provide. However the speed and density of information that the web offers us also has its negative aspects. Information overload is an all too common problem because anyone can be a publisher (Howard, 2007). In order to find the content that you want, you have to be able to know how to search properly and effectively (Howard, 2007). Because the internet is such a broad platform, we are often bombarded with inadvertent and uninteresting bits of entertainment before we can actually reach what we want. Furthermore, whilst there are exceptions; blogs, wikis and other sources of information on the web don’t have the authenticity and professional feel that information on the printing press does. This can largely be accredited to the increased reliability of the printing press, which has been legally published, a fact that all web entertainment cannot claim (Warner, 2002, pp. 60).The web has increased consumers input, is more environmentally friendly and has a wider reach and accessibility, however the quality of entertainment has decreased and it has become increasingly hard to monitor the censorship, regulation and copyright laws that have been put in place (Madrigal, 2012).
<Image 8>

It is important to overcome these negative aspects, particularly in relation to the web, if we are to continue forward as a society. In her article, ‘Living in a world of flow’, Guillaud (2010) talks about the need for us to develop tools to better manage the massive aggregation that is the web, so that ‘relevant information goes to relevant consumers’. We need to develop skills in searching online, because at the moment, there are uneven levels of stimulation democratization, homophily, and power, in both the distribution and the consumption of entertainment on the web (Guillaud, 2010). Similarly, tools to better monitor the content on the web and the need to either uphold or modify the laws relating to copyright, censorship and regulation are a must (Wikipedia, 2012). The printing press allowed for an increase of entertainment and ultimately education, which crossed cultures and languages, whilst also publishing entertainment that was personalised to minority groups (Blue Mountains Gazette, 2012). The world wide web has furthered these developments, and whilst entertainment on a smaller, community scale has somewhat diminished, the increasing globalisation of the public sphere means that individuals can now become active audiences through their user input, thus contributing to the wide aggregation of entertainment that the web has to offer (Habermas, 2006, pp. 73 - 78). In relation to accessibility, reach and quantity, the web has allowed for individuals to play an active role, engaging with one another and effectively adding to an empowered, virtual society, where everyone has a chance to have their say (Morley and Silverstone, 1990, pp. 31 - 55). If we can improve the quality and credibility of entertainment on the web, the content of entertainment and it’s positive, empowering and educational effect on society would greatly increase.

References:

Berners – Lee, 1997 – 2001, W3C, date accessed 26/5/2012, <http://www.w3.org/WWW/>

Bhaskar, Michael (2009) ‘E-books in Africa’, The Digitalist, Pan Macmillan, date accessed; 28/5/2012 <http://thedigitalist.net/?p=577>

Blue Mountains Gazette (2012) About Us, Fairfax media, date accessed; 24/5/2012
<http://www.bluemountainsgazette.com.au/contact.aspx>

Edwards, Mark U Jnr, ‘Printing, Propaganda and Martin Luther, Fortress Press (online book), 2004, date accessed; 29/5/2012, pp. 1 - 4
http://books.google.com.au/books?hl=en&lr=&id=toXLsJ28BvAC&oi=fnd&pg=PR8&dq=martin+luther+printing+press&ots=LVlxGm4tdI&sig=lQukwqD_78IGWV3AFHJLLzZMjZs#v=onepage&q=martin%20luther%20printing%20press&f=false

Guillaud, Hubert (2010) (on Danah Boyd) ‘What is implied by living in a world of flow?’, Truthout, January 6, date accessed; 1/6/2012 <http://www.truthout.org/what-implied-living-a-world-flow56203>
http://books.google.com.au/books?hl=en&lr=&id=toXLsJ28BvAC&oi=fnd&pg=PR8&dq=martin+luther+printing+press&ots=LVlxGm4tdI&sig=lQukwqD_78IGWV3AFHJLLzZMjZs#v=onepage&q=martin%20luther%20printing%20press&f=false

Habermas, J. (2006) ‘The Public Sphere: An Encyclopaedia Article’ in M. Durham and D. Kellner (eds) Media and Cultural Studies” Keyworks (revised edition) London: Blackwell pp 73 – 78

Howard, Sharon (2007) ‘Reposted: Archive fever (a dusty digression)’, Early Modern Notes, September 25, date accessed; 29/5/2012 <http://emn.sharonhoward.org/2007/09/reposted-archive-fever-a-dusty-digression/>

Kreis, Steven, ‘The Printing Press’, The History Guide; Lectures in Modern European intellectual History, 2004, date accessed; 3/6/2012 http://www.historyguide.org/intellect/press.html

Madrigal, Alexis, ‘Reading the Privacy Policies You Encounter in a Year Would Take 76 Work Days, The Atlantic, The Atlantic Monthly Group, 2012, date accessed; 22/5/2012 < http://www.theatlantic.com/technology/archive/12/03/the-national-cost-of-reading-privacy-policies-would-be-greater-than-the-gdp-of-florida/253851>

Malahm, YouTube, April 2008, ‘Charlie Bit Me’, date accessed; 3/6/2012,
http://www.youtube.com/watch?v=HE4FJL2IDEs

Morley, D. and Silverstone, R. (1990) ‘Domestic communication: technologies and meanings’, Media, Culture and Society, London, No. 1: 31 – 55.

Sachin, Kamdar, 2012 ‘Why Publishers are about to go Data Crazy’, Mediashift: Your Guide to the Digital Revolution, January 17, date accessed; 18/5/2012
<http://www.pbs.org/mediashift/2012/01/why-publishers-are-about-to-go-data-crazy017.html>

ARTS2090

Thursday, 7 June 2012

Essay - in - Lieu - of - Examination, focus question 4