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- W230722595 abstract "New Media Cultures. P. David Marshall. London: Hodder Arnold, 2004.128 pp. $27.50 pbk. The popular term media, typically used to encompass myriad communication technologies linked in some capacity to digital computing innovations, implies strongly that these media bring to the table dimensions of presentation and use that stand in stark contrast to those afforded by old media. While such a dichotomy probably fails to address in detail the similarities and differences between these various media and their predecessors, it is not surprising that many scholarly efforts have been made to emphasize the unique implications of new media for various theoretical approaches to communication. R David Marshall, professor and chair of the Department of Communication Studies at Northeastern University, makes just such an attempt in New Media Cultures, the latest offering from the Oxford University Press Cultural Studies in Practice series. New Media Cultures purports to explore new media-induced tectonic shifts in practice and discuss how they are weaving different patterns of identity formation and collectiveness, shifted industrial practices, and transformed conceptualizations of audiences. After proposing a cultural studies that emphasizes a focus on the study of new media users' active production rather than mere consumption, Marshall applies the thesis to the concepts of interactivity and the technological apparatus of new media cultures, as well as to the context of the Internet, video games, and the implications of digital technology for film and television. The book then concludes by reiterating that a focus on production is imperative to an understanding of new media cultures. Unfortunately, New Media Cultures progresses through these explorations at a breakneck pace, rushing through historical background, anecdotes, relevant scholarship, audience figures, and typologies with such haste that not enough space is devoted to clearly elaborate most points. Even Marshall's central notion of production does not appear to be developed far beyond its argument for the importance of attention to users as media producers in the new media landscape. Although conceptual work from a number of scholars (including Antonio Gramsci, John Fiske, Roland Barthes, Jurgen Habermas, Stuart Hall, and Raymond Williams) receives brief attention as relevant to Marshall's emphasis on production and the active audience, little is done to clarify exactly how his production thesis is substantially novel when compared to previous scholarship. In fact, the book's central plea for scholarship to recognize that new media facilitate more active use and present new opportunities for production comes off as less than revolutionary, even when the ballyhoo surrounding many new media is considered from a lay perspective. …" @default.
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