Transformation of the Audiovision during the Era of Digital Mediamorphosis

Display Schedule

Subject guarantor

Václav MORAVEC

Name of lecturer(s)

Václav MORAVEC

Learning outcomes of the course unit

Annotation: This course will be focused on the changes in the audio-visual part of the media landscape upon the appearance of digital network media which is often sometimes marked as „New Media.“

Mode of study

Arrangement and content of individual lectures are to provide students a theory and practice view of the results of the convergece of the technological, user, spatial and socio-functional. A presentation of the individual levels of the digital metamorphosis will be supplemented with case studies. The theory course „Changes in Audio-visuals in the Era of Digital Metamorphosis“ will continue the course „Conversations about Production“ with the participation of inspirational guests who have the something to say about the latest trends.

Prerequisites and co-requisites

To register for this course it is necessary to also register for the 305ROPRO course - Conversations about production, since the content of both courses are intimately linked.

Course contents

1. Conditions for the rise of digital metamorphosis - start and nature of digital network media (ex: easily copied and audio-visual pirating). How to understand the phenomenon of technomyopia and technological obsolescence. What are their influences on the production of audio-visual pieces.
2. Logic of participatory culture as one of the results of digital mediamorphosis - rise of collective pieces in cyberspace (case studies Czecho-Slovak Film Database), phenomenon of YouTubing, pros and cons of participative culture.
3. The audience under the pressure of technological changes - how the technological devices of a family and households have changed. Issues of the digital divide, penetration of technology as o one of the basic factors for understanding target groups in audio-visual pieces.
4. Artificial Intelligence as a creator of audio-visual content - entrance of artificial intelligence into audio-visual work. Case studies of Wibbitz, text-to-video services, etc.
5. New fragmented audience as one of the consequences of digital metamorphosis - from an audience of the simple through mass audiences to the new fragmented audience. Definition of the framework of changes in receivers of audio-visual pieces. Continuing trends in individualization.
6. How to maintain attention in the time of digital mediamorphosis - multi-tasking in the consumption of audio-visual content
7. Who is not multi- or would not be - digitalization of audio-visual media as one of the factors in the erosion of professional specialization in audio-visuals. Challenges of so called multi-skilling for audio-visual artists.
8. Global victors of in local positions - space convergence of audio-visual media, cultural nearness/distance, analysis of audio-visual pieces.
9. Local victors of global positions - local artists opportunities for audio-visual content for global distribution. Issues for successful formats. Quality TV phenomenon.
10. Audio-visual regulation issues in the time of digital mediamorphosis - regulation gaps. Convergence of audio-visual regulation institutions (ex: OFCOM)

Recommended or required reading

BAUERLEIN, M., The Digital Divide: Arguments for and Against Facebook, Google, Texting, and the Age of Social Networking. New York: Tarcher, Penguin Group, 2011. 368 s. ISBN 978-1-58-5428-86-1.

BAUMAN, Z., Globalizace. Důsledky pro člověka. Přeložila Jana Ogrocká. Praha: Mladá fronta, 2000. 160 s. ISBN 80-204-0817-7.

BECK, U., Moc a protiváha moci v globálním věku. Nová ekonomie světové politiky. Přeložili Alena Bakešová a Vladimír Jochmann. Praha: Sociologické nakladatelství, 2007. 460 s. ISBN 978-80-86429-67-0.

BERKER, T., HARTMANN, M., PUNIE, Y., WARD, K., Domestication of Media and Technology. London: Open University Press, 2006. 270 s. ISBN 978-0335-217-687.

BRUNS, A., Blogs, Wikipedia, Second Life, and Beyond: From Production to Produsage. New York: Peter Lang, 2008. 418 s. ISBN 978-0-8204-8866-0.

CASTELLS, M., The Internet Galaxy, Reflections on the Internet, Business and Society. Oxford, New York: Oxford University Press, 2001. 304 s. ISBN 978-0-19-9241-53-8.

FIDLER, R., Mediamorphosis: Understanding New Media. London: Pine Forge Press, 1997. 320 s. ISBN 978-08-0399-086-9.

JAKUBOWICZ, K., Nová ekologie médií. Konvergence a mediamorfóza. Přeložila Svatava Navrátilová. Zlín: VeRBuM, 2013. 334 s. ISBN 978-80-87500-38-5.

JENKINS, H., Convergence culture: where old and new media collide. New York: New York University Press, 2006. 353 s. ISBN 978-0-8147-4281-5.

JENKINS, H., Textual Poachers: Television Fans and Participatory Culture. New York, London: Routledge, 2012. 424 s. ISBN 978-0-415-53329-4.

LÉVY, P., Collective Intelligence: Mankind's Emerging World in Cyberspace. Cambridge, Massachussets: Basic Books, 1999. 312 s. ISBN 0-7382-0261-4.

LÉVY, P., Kyberkultura. Přeložili Anna Pravdová a Michal Kašpar. Praha: Karolinum, 2000. 229 s. ISBN 80-246-0109-5.

MANOVICH, L., The Language of New Media. Cambridge: MIT Press, 2001. 352 s. ISBN 0-262-13374-1.

MANOVICH, L., Art after Web 2.0. In: Frieling, R., (ed.) The Art of Participation: 1950 to Now. San Francisco: Thames&Hudson, 2008, 212 s. ISBN 978-0-5002-3858-5.

MEYROWITZ, J., Všude a nikde: Vliv elektronických médií na sociální chování. Přeložili Jan Jirák, Kateřina Jonášová, Irena Reifová, Tomáš Trampota, Zuzana Zejdová, Štefan Švec. Praha: Karolinum, 2006. 341 s. ISBN 80-246-0905

MORAVEC, V., Média v tekultých časech. Konvergence audiovizuálních médií v ČR. Praha: Academia, 2016. 192 s. ISBN 978-80-200-25-72-2.

POSTER, M., The Second Media Age. Oxford, Cambridge: Polity Press, 1995. 200 s. ISBN 978-0-7456-6822-2.

SALVUCCI, D., TAATGEN, N., The Multitasking Mind. New York: Oxford University Press, 2011. 320 s. ISBN 978-0-19-973356-9.

SPITZER, M., Digitální demence. Přeložil František Ryčl. Brno: Host, 2014. 343 s. ISBN 978-80-7294-872-7.

STRAUBHAAR, J. World Television: From Global to Local. London: Sage Publications, 2007. 312 s. ISBN 978-0-8039-5463-2.

VOLEK, J., Televizní publika ve věku digitální fragmentace. In: Kaňka, P. Kofránková V., Mayerová, I., Štoll M. a kol., Autor-vize-meze-televize. Praha, Bratislava: International ART CAMPUS Prague-Bratislava: VŠMU, 2015. S 31-50, 19 s. sv. 1. ISBN 978-80-86877-76-1.

WATKINS, S. C., The Young and the Digital. Boston: Beacon Press, 2009. 250 s. ISBN 978-0-8070-6193-0.

Assessment methods and criteria

The fundamental requirement for grading is confirmed lecture participation in various forms (ex: short written consideration). 75% attendance.

Further requirements are the carefully completed partial tasks.

Further information

Course may be repeated

Schedule for winter semester 2018/2019:

• Week view
• List

Schedule for summer semester 2018/2019:

The schedule has not yet been prepared

The subject is a part of the following study plans

• Production - Bachelor-1819 (optional subject)
• Production - Master-1819 (optional subject)
• Production - Master-1819 (optional subject)