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Interaction versus Integration 135
Table 5.1 Transmission and ritual perspectives compared
Transmission view Ritual view
Concerned with content Concerned with medium
News is information (Carey, 1989: 21) News is drama and performance
Individuals interact with each other Individuals interact with a medium
Logocentric – individuals restore presence Simulacra – the act of communication
does not refer beyond itself
Symbols are representations ‘of’ (Carey, 1989: 29) Symbols are representations ‘for’
The media ‘mediate’ reality The media produce reality
Interaction Integration
Face-to-face is privileged Face-to-face is marginalized
Fleeting Constant

Types of interaction

As has been suggested, the metaphoric framework of logocentrism is one
which privileges interaction-as-event. Because of this, ‘phonocentric’ and
auto-effective forms of communication are privileged over others.
Phonocentric interaction exhibits a number of features which are differ-
entially given continuation by different mediums.
These are the qualities of being ‘live’, and of mutual presence
between two or more interactants, who each have an opportunity for
speech. What these qualities provide, which can be ‘lost’ in extended com-
munication, is a rich range of contextual information. Regardless of what
is known of each interactant in such a setting, the fact of their presence;
their body language, gestures and symbolic expressions; the way that
they acknowledge other interactants with glances and expressions; brings
with it a ready-made environment of meaning.
When we look at extended media, however, these two qualities, of
synchronicity and mutual presence, are, by definition, no longer co-present.
No extended media can reproduce all of these qualities of phonocentric
communication at once. The project of virtual reality is one which dreams
of such an achievement, but, paradoxically this requires making the body
redundant. 9
However, extended media are certainly capable of singling out one or
two of these qualities in a typically enhanced fashion. Thus broadcast
can be viewed as an exaggeration of the auto-affective features of phono-
centric communication events – it isn’t live merely for two people, but
potentially for billions of people. However, from the standpoint of the
same model, it does not measure up in allowing all participants an equal
opportunity for speech. Conversely, interactive telecommunication is a
very powerful means of two-way or multiple-way communication, but is
seldom live, or in real time. And even when it is real time, the absence of
mutual presence attenuates the deictic gestures possible in phonocentric
communication events.