Another problem that is effecting our society is that if everyone is using the same sources, what of originality? Risk-averse attitudes which verge on paranoia emerged as one the defining features of contemporary child-rearing culture.If we personalise our experience of reality through Facebook feeds, twitter and google friendship accounts, it is less likely that we are confronted with ideas or people that disagree with us because every online has been personalised for us. This project tends to be pursued in isolation from other family members. However why does this matter? So 'popular' culture can and sometimes does, challenge the 'dominant' cultural power groups. This leads to the thesis that online, people are able to virtually create any personality. So our thinking will not be as challenged quite as much. Culturally, digital has changed the way we identify with one another and form communities. The makers of the media texts, the 'senders' of the messages, do not have an obvious feedback relationship with the audience. What these websites do is to affirm, deepen or harden sentiments that their visitors already possess. How does a media text shape or construct or change cultural identity?
Pastiche, collage, bricolage the mixing and re-using of images, signs and symbols are emphasised at the expense of content or substance. However 20 years later he further expanded on his theories in his new writing: The Medium is the Massage: An Inventory of Effects. There is little doubt that the digital technology and social media has already a significant impact on culture.
The social media provides a medium through which pre-existing sentiments can gain greater clarity, expressions and meaning. Digital Has Changed the Way we Communicate The dynamics of communication change in cyberspace; people are more open and do not use as many filters as they would in face-to-face communications.
Sometimes seen as deliberately constructed by powerful groups in order to maintain power and control. On the one hand the confinement of children indoors is the outcome of adult initiative.Consequently what happens to people through their online interactions really matters to the way that people perceive themselves offline. Words and the meaning of words predispose the child to think and act automatically in certain ways. Now, you can talk to anyone at any time. Moreover digitalisation is also deteriorating our memory; according to a recent research one in three Britons under 30 cannot remember their phone number, as information like this is so easy to retain there is no need for it. From the written era all the way to the digital era, communication has changed so much. The Internet serves as metaphor through which wider social and cultural anxieties are communicated. Shouting at the TV screen does not count as feedback! Not only will it be hard to capture peoples attention and sustain it, but also it will be hard to keep originality as the digital revolution has given people the ability to copy and replicate images and so businesses will have to work harder to create innovative ideas and protect them. This leads into a further consideration, which is the definition of 'popular culture' as 'low' culture, something not for the elite, but for the 'common' people. In other words, the small-scale communications and interactions we have on a day-to-day basis with the place we live in and the people around us. Inevitably in the early stages of their introduction the impact and the effect of such innovations were poorly understood. What these websites do is to affirm, deepen or harden sentiments that their visitors already possess. The influence of the Internet has been most significant in the way it has transformed the lives of young people.
Audience responses are rarely 'heard'. This technology ought to be perceived as a resource that can be utilized by social and political movements looking for a communication infrastructure to promote their cause.
Business managers will need to do more to ferret out these new communities in order to find advocates and influencers who can help them build a brand message.