[MUSIC] Hello, in this part of the lesson I would like to introduce the reasons why the audiovisual is so important to the stand. That it conditions our way we're interpreting the world in which we live. We will also present the differences between traditional media and social media. Moreover, we will explore the concepts of post-modernity, modernity, and faction capitalism which are synonyms indeed. These advanced society are structured by audio visual which has a crucial role in our current societies. The audio visual, television in particular has an extraordinary importance. Television and the rest of the media shape and construct our reality or at least a great part of our reality which is linked to the multiple screens through which we accept information and entertainment. There is a growing tendency to consume images throughout different screens. The television conception is in the advanced society continues to grow and seems that it doesn't have a limit. Even though the audio visual consumption is not only limited to the traditional TV sets. We also need to take into account the increasing number of multimedia devices connected to the Internet, which provide access to a wide range of images. As we have already pointed out, we live in a complex media environment, which combines traditional and new social media. The traditional media are essentially characterized in their relationship with the public by the lineal, or one-way, communication model. This will follow the well known Harold Lasswell communication model where we can distinguish between five fundamental elements. The communicator, which could be a politician or a TV presenter. The message, the product of communication. The channels which the message have made it over the air broadcasting for radio and television, satellite, cable or the Internet. The audience and the effects that communicate as want their audience to buy a product. To vote for a candidate or to simply entertain and save among other proposes. We acknowledge that this is a very simplistic way of explaining the modern ways of communicating even in the case of traditional media. However, the key issue here is that the audience is conserved as passive. The model is unidirectional from the communicator to the audience. The audience have little of almost no capacity to modify the original message. In contrast the model of new media based on the Internet and the social network inside is a so called networked model. In this model all the actors that are at the same time potentially communicators and audiences and they rose alternating continuously. Therefore in the network and model, every actor is a potential mass media with capacity of delivering communicative messages. In this part of the video we're going to talk about the center role of the audio visual in the late modern or postmodern societies, where we live in. But what do we refer to when we talk about a postmodern society? Postmodern means current society, defined by two key features. First of all, postmodern societies are characterized by the end of the idea of progress. In order words, it represents a pessimistic way of interpreting society in that the future things will not necessarily be better than they were in the past. We need to take into account that the idea of progress is one of the core aspects that define the modern times. In fact, in the 17th century, the enlightenment in the old Europe and North America established the hope that science, education and the shipment industry would contribute to the progress of the individuals, people and nations. This idea of the end of progress is pessimistic, and paradoxically, it is closely linked to a society that is defined for the scientific advance too. Secondly, another cornerstone of post modernity is the end of the validity of the great stories, the great narratives. Those ideas that gave us security and stability. The fall of the Berlin Wall, in 1989, and the collapse of the Soviet Bloc negatively affected one of the great narratives, the communist narrative. Another one was religion. Philosophers like Nietzsche in the 19th century announced the death of God. That was on the tougher that tried to explain people that they dependent on themselves, on their effort, on their capacity to struggle in this life without the need for waiting for a new life after death. The ideas of Slotter is which I presented during the past week are closely connected to this aspect. Finally other elements that mark the transition to postmodern societies are the mass consumption and the assistance of societies were the media have an important role in the shaping of the so-called social reality. Which at this point we need to ask ourselves, how is that post modernity reflected in the media? In their stories and products and their conception by people? In the 1960s the French also got Explained from a Marxist perspective, the implication that cinema and television that is the audiovisual culture had on people. The book, The Society of Spectacle, was published in 1967 in France. In the moment when television started to be very important for the Olympic games. According to Debord, the spectacle is thought a group or set of. But the social relations between people, media ties by images. This statement as achieved special relevance in our current societies. Today we know that the relationship between people is essential in order to explain what is happening in our societies. Social networks connect people in the real world, but also in the virtual world of the Internet too. They define our position in society what we think and which is our gross idiosyncrasy or vision of the world. Therefor intuitive statement nowadays achieves a new meaning in the continuous change of symbols, images, products and meanings through the social networking websites. When nowadays the intellectual speaks about the society of spectacle they underline that the old concept of culture, the humanistic culture of the classics, Greece and Rome, the Renaissance, the Baroque, is disappearing. And is being associated for a wealth of images and emotions without reflection for a wealth of experiences. This is one of the key ideas of slaughter week. According to slaughter week, the concept of humanistic culture doesn't exist any more. It has been substituted by the popular culture of the media. As we will see afterwards, this explains some of the reasons for the successful engagement of television of this during the Olympic games and other sporting events. The Olympic games guarantee the emotion through plastic and rich images. The images of the effort the suffering and the self improvement. In addition, the uncertainty of the sport competition suits perfectly the audio visual culture. The uncertainty about who will be the winner is an ideal ingredient for the success of the live broadcasting in the audio visual world. But which are those characteristics of the past, modern or later modern societies that highlight this central role of media? We live in a world where the appearances are more important than the reality sociologist as John instance have underlined that aspect. Is another way of speaking about post modernity. We live in increasingly individualistic societies in terms of media consumption this is reflected in the trend towards thematic television in the 1980s and in the 1990s pay television through cable and satellite. And the advent of personal Television which was possible thanks to the amateurs of the Internet. The audio visual consumption has changed from a collective consumption to an individual consumption. In the 1960s and 1970s there was only one TV set in the vast majority of households. Therefore, television in the 1960s was watched collectively. The Tokyo 1964, in Mexico 1968 games were the first two global games when it comes to the audiences as we will see. However, the way of watching then was in commonality. There is a great contrast with the current situation, in which a wider range of screens are present in modern homes. Several smartphones, video consoles, screens, laptops, tablets and TV screens on TV sets. This new environment drives us to individualistic consumption. According to Gilles Lipovetsky nowadays you love what this new the quest for the novelty is one of the engines of our societies. We are moved by what Lipovetsky calls the logic of fashion. We consume the new only for the fact of being new. The new is beautiful. We buy objects or services due to a [INAUDIBLE] portion or. In this sense the Olympics, with their mixture of traditional and new results especially attractive. The pleasure is the engine of the consumption, and not the need for distinction of being different or better to others, such as. This attraction for the new gives special interest to the things that are broadcast live. And the Olympics, in fact, produce for being transmitted life degree in the majority of time. The attraction for the new is an engine and the funding of the Olympic games. The modern Olympic games took advantage of these modern characteristics and created the tops sponsors brand. A model of global sponsorship for the Olympic games based on the interest of some global brands in the allocating resources to the Olympic games. We will analyze this aspect in detail during the last week of this course. Another concept that refers to past modernity is fiction capitalism. Fiction capitalism is a new way of speaking about post modernity, a concept established by Spanish sociologist, Vicente Verdú. The concept of fiction capitalism highlights the importance of the media culture and the advent of these new kinds of society. It refers to the attraction for simple things. Those we do not need to think about. It is the culture of the emotion without reflection and deeper thought. The well-known book of Neil Postman, Amusing Ourselves to Death, goes in depth into those issues. According to Postman, television is not designed to get information about complex issues. But it is used to mainly for entertainment or amusement. In fact anything wort the learning can take the form of entertainment and alter it. As Postman points out What Hassley teaches is that in the edge age of technology spiritual devastation is more likely is to come from an enemy with a smiling face. Where the population is distracted by trivia. When cultural life is redefined as a perpetual round of entertainment, when serious public conversations becomes a form of baby talk. When in short, people become an audience and their public business, a vaudeville act, then a nation finds itself at risk cultural death is a clear possibility. Therefore, in current societies, television news increasingly offers contents of entertainment. Television is not thought for getting in depth information about complex issues. The telecommunications and their international flow of capitals have created a global world that the audio visual media has contributed to disseminate. Within this trend, the success of the Olympics has been closely related with the extension of the global world. The objects of consumption have global markets in most around the world. There are the same shops, cafeterias, restaurants, brands or consumer products. Young people listen to same music and watch the same films and sitcoms. The global Olympics and the global sporting heroes are of farther consequence of that phenomenon. In the modern societies the technology was external to us. The media culture which Marshall McLuhan knows identified so well that technology penetrate us infiltrate in our brain. If in the 60s McLuhan said that media were extensions of our senses, the new technological devices of media convergence, such as smartphones or tablets, are more than ever extensions of our senses. They also agglutinate or unify forces between traditional media, perhaps radio, television and the web. Which, before, were in a modern device, such as a smartphone. We have extensions of our eyes, ears, and brains through different interpretations, such as the email, the camera, the mobile television, or the access to the Internet. In addition, we have extensions in our social relationships through the social networking sites. This modern devices like the smartphones are closely linked to, McLuhan's thought. At the same time they combined both extension of our senses and agglutination of different media. The superficial culture of the amusement, the consumption experience, and the prevalence of the motion instead of the reflection or characteristics of the post-modern societies. The modern societies or the fiction capitalism. As we have seen all these concepts are synonymous. These factors explains the success of the Olympic games as a television spectacle this forging channel at the Olympic games in particular, transmit emotion and provide uncertainty. The live broadcasting of the Olympics offer us a high degree of uncertainty, as we do not know what is going to happen and who is going to win in a certain event. This is a magic element in order to attract television audiences. In these individualistic societies where the narcissism is a characteristic such as has told Lipovetsky. To watch the movements of the cultivated bodies of the athlete as not only an aesthetic but also a sexual pleasure that television transmits. In this introduction, we have seen how the Olympics, given their characteristics and very nature, have been able to adapt to the new trend of this new world. That they were born in the but overall they have consolidated in the post-industrial societies. The Olympics have made of audio visual media drive of the post modern societies. The way of integral dissemination around the globe and the main source of funding as we will see in the following weeks. It does not assist a better way of growing and consolidating. That understanding the very essence of the modern and postmodern society. The Olympic movement has known to understand it in every moment of its history.
