The impact of new and digital media on print due to the rise of tablets and smart phones:�

Hypodermic needle theory

Marxism�

Post societies

Liberal pluralisation

��Liberal Pluralism- ‘There are multiple independent, sometimes competing sources of authority over our lives’

• Liberal Pluralism
• Media Assumptions:
• 1. Media help to give voice to all views and to provide a forum for public debate.
• 2. Media provide the information necessary for citizens to act.
• 3. Media are independent of the power of economics and government.
• 4. Media serve as an independent institution keeping watch over self-serving government and excessive influence of special interest groups.
• 5. Assumes an information as opposed to a social constructivist model of communication.

• http://www.youtube.com/watch?feature=player_detailpage&v=YlTsRQuK9pE
• Video highlighting competition within the market of Iphone and androids.

• Post-postmodernism is a term applied to a wide-ranging set of developments in critical theory, philosophy, architecture, art, literature, and culture which are emerging from and reacting to postmodernism.

• Post-industrial society

If a nation becomes "post-industrial" it passes through, or dodges, a phase of society predominated by a manufacturing-based economy and moves on to a structure of society based on the provision of information, innovation, finance, and services.�

• “The iPad has proven to be a medium in which news can be delivered in a very compelling format”

• �“With the rise of the iPad, Kindle, and similar readers and touch screen devices, tablet-shaped form factor computing power has become much more portable and yet sizable.
• This holds great promise for educators on par with the introduction of slates, which swept across classrooms at the turn of the century before last. Back then, the personal transcription device of chalk and stone slate tablets was seen as revolutionary.”� ���

�Marxism- ‘the theory of the communist’s capitalist production therefore develops technologies and the combining together of various processes into a social whole’ source- Marxism and media studies (Mike Wayne 2003)

• Karl Marx- ‘The ideas of the ruling class are in every epoch the ruling ideas, i.e., the class which is the ruling material force of society, is at the same time its ruling intellectual force’.  (Marxism and Culture)�

• Functionalism did not account for social conflict, offered useful insights into class conflict.”  Daniel Chandler

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• Post Modernity-‘The media are dominating our culture. We live in the information age, not only because of the internet, but because of TV channels, radio-channels, newspapers, magazines and books’ Article by (Andreas Saugstad)��The idea of the postmodern or postmodernity as an historical condition or position (political/ economic/ social), an era we're still supposedly in regardless of anyone's state of awareness.�vs. an intentional movement in the arts, culture, philosophy, and politics that uses various strategies to subvert what is seen as dominant in modernism or modernity. �� 

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• �Gramsci and Hegemony- ‘'Consent must be constantly won and rewon, for people's material social experience constantly reminds them of the disadvantages of subordination and thus poses a threat to the dominant class’. Source- aber.ac.uk/media
• "In many democracies, the wealthy class can be said to have hegemony over the middle class and the poor. Wealthy individuals can contribute the most money to the campaigns of certain political candidates, political parties or causes. " http://www.wisegeek.com/what-is-hegemony.htm� 

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• Marxism- ‘the theory of the communist’s capitalist production therefore develops technologies and the combining together of various processes into a social whole’ source- Marxism and media studies (Mike Wayne 2003)
• “The rise of neomarxism in social science represented in part a reaction against 'functionalist' models of society. Functionalists seek to explain social institutions in terms of their cohesive functions within an inter-connected, socio-cultural system. ”

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Kindle on Iphone

• Marxism- This relates as there is a divide between social classes, so poor and wealthy. So this means that wealthy and poor have different wants, and causes social class divides as wealthier people will purchase Ipads/kindles instead of books.

• Hegemony - control over the ruling class

•  Audiences have a greater choice of what to watch because there are so many more smartphones ,i pads kindles available. �Online viewing makes watching TV more convenient for audiences as they can watch things in their own time on ipads.

• Media institutions’ are now under more pressure, such as traditional newspaper industries due to the rising figures of kindles.

• A more concentrated technology dependent society as well as a dumbing down due to students etc being able to just take out their phone etc and receive new and information straight away (immediacy) in relation to children getting their information from books.