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Introduction – A Second Media Age? 17
Integration and ritual models, on the other hand, look to the kind of
background communicative connections which provide the hierarchy of
agoras of potential assembly, be these public, institutional or virtual, which
are independent of individual communicative acts. The crucial point here
is this independence. It is necessary to understand how, even when we are
not watching television or listening to the radio, the broadcast communi-
cation environment still frames our individual lives. We can experience the
telephone as though it is an extension of the face-to-face, or, conversely, we
engage in the concrete act of face-to-face communication and yet we are
somehow ‘away’ on the telephone or the Internet, only kind of half-present
because, really, it is extended forms of communication that are mediating
even how we experience the face-to-face. This latter thesis, that the domi-
nant background connections or mediums by which a given group of indi-
viduals are socially integrated come to mediate other levels of interaction,
is one persistently explored throughout this volume.
In working through this argument, the pertinence of distinguishing
between a first and second media age is appraised, and alternative models
of understanding how broadcast media and interactive network media are
related to each other and to social reproduction will also be presented.

Notes

1 This is why Schwoch and White are concerned with ‘an analysis of the pedagogy of tech-
nological determinism in American culture’ (101).
2 The process of learning the electronic life and the importance of the everyday is a matter
to which I will return in the final chapter on telecommunity.
3 This claim is made for both traditional ‘images’ (see Gitlin, 2002) and New Media (see
Postman, 1993; Virilio, 2000). The idea of a ‘saturated self’ is also central to this (see
Gergen, 1991).
4 See the innovative article by Karin Knorr-Cetina, ‘The Society with Objects: Social
Relations in Postsocial Knowledge Societies’ (1997). Knorr-Cetina puts forward an ‘end
of the social’ thesis in referring to the process of ‘objectualization’ in which increasingly
‘objects displace human beings as relationship partners, and embedding environments,
or that they increasingly mediate human relationships, making the latter dependent on
the former. “Objectualization” is the term I propose to capture this situation’ (1).
5 In information societies, the intensity of kinship relations and face-to-face relations has
declined in a number of ways. Families are getting smaller and more people live alone.
But even the nuclear family, as in the case of Schwoch and White, is increasingly charac-
terized by technological mediation, if not technological constitution.
6 Throughout this book, the term ‘the Internet’ refers to the ‘network of networks’ which
has been globally standardized since 1991. Although many other CMC systems which
facilitate Internet Relay Chat, email, newsgroups, bulletin board systems, MUDs and
MOOs may not be, strictly speaking, part of the Internet, as Wellman and Gulia (1999:
189 n. 3) point out, they are rapidly becoming connected to it.
7 Some of the papers produced by the Centre for Contemporary Cultural Studies, such as
Stuart Hall’s influential essay ‘Encoding/Decoding’ (Hall, 1980), took as their departure
point a critique of the process model. Hall, in a later interview, explains that he first gave
the paper at Leicester University, where the communications programme was particularly
dominated by process pedagogy (Hall et al., 1994: 253).