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xii COMMUNICA TION THEORY
commodification and rationalization of cultural life: spheres which could
never have been so influenced before the emergence of these systems.
It is not only the second media age text which is to be reappraised in
developing the book’s themes but also some classical texts on the sociolog-
ical dynamics of broadcast as well as key readers pertaining to frameworks
of ‘media studies’. Where this book differs from ‘media studies’ texts is in
integrating the significance of ‘cybersociety’ into the general corpus of com-
munication theory. It does so by way of a critique of the second media age
orthodoxy which imagines a new era that is derived from yet another
progress-driven ‘communications revolution’. At the same time, the dis-
courses of ‘telecommunications convergence’ are critically assessed for
overstating a technologically reductive distinction between ‘broadcast’ and
‘interactivity’ in order that they can be portrayed as undergoing ‘conver-
gence’, again at a solely technological level.
To turn to the chapter composition of the book: the introduction
establishes the rationale guiding the organization of the book: the con-
trast between broadcast and network forms of communication. The pre-
dominance of semiotic accounts of media is criticized as unwarranted,
distracting attention from the techno-social dimensions of media envi-
ronments. At the same time, a linear model of progression from a first to
a second media age is found to be too simplistic to address the complex-
ity of contemporary media formations. The linear model is premised
largely on an interaction approach to media culture, which in this chap-
ter is counterposed to the more fruitful analyses that are made possible
by ‘integration’ models. A variant of the linear second media age per-
spective is the ‘convergence’ thesis, which presupposes two media forms
(of broadcast and interactivity) not historically, but technologically.
These themes, of first versus second media age, of a multiplicity of form
versus content, of ‘convergence’ as a product of medium dichotomiza-
tion, of interaction versus integration, are announced as guiding the devel-
opment of the whole volume.
Chapters 2 and 3 are stand-alone expositions of theories of ‘broadcast
communication’ and ‘network communication’, respectively. These chapters
introduce key theoretical perspectives that are relevant to understanding
broadcast and network communication. In addition, an historical and
empirical discussion of broadcast in the context of urbanization and the rise
of industrial society is presented, whilst in Chapter 3 the major innovations
which underlie the second media age thesis are considered. Chapter 2 repro-
duces much of the ‘classical’ literature on media (e.g. theories of ideology)
whilst also recasting it within the macro-framework of the techno-social
medium approach (e.g. Althusser’s often difficult theory of ‘interpellation’
and ‘ideology-in-general’ is re-explained as an effect of the structure of
broadcast. Chapter 3 attempts to formalize the still very young perspectives
on cybersociety and proposes to give them a sense of definition as a way of
ordering the current burgeoning literature. In doing so, it identifies a ‘second
media age’ perspective, a CMC perspective, convergence perspectives and