Recent Submissions

Now showing 1 - 5 of 7
  • Publication
    Exploring the many faces of social media
    [Daugialypio socialinių medijų veido tyrimai]
    research article
    Media transformations. Kaunas : Vytautas Magnus university, 2016, Vol. 12, p. 4-19
    Social media and their effects on society have come under increased scrutiny and have merited increasingly divergent evaluations. They are usually seen either as natural promoters of emancipation and democracy or as tools for manipulation, oppression, and disempowerment. This introductory article seeks to develop a balanced account of social media and their effects, and presents a case for rethinking the architecture of today’s environment of information. It then concludes with an overview of the articles in this special issue.
      199  180
  • Publication
    Technologies of the self 2.0: the practices of (political) subjectification
    [Savęs technologijos 2.0: politinės subjektifikacijos praktikos]
    research article
    Media transformations. Kaunas : Vytautas Magnus university, 2016, Vol. 12, p. 20-37
    The article opens up with a discussion about two scientific attitudes towards the interrelation between politics and social networks: practical and discursive. Starting with an endeavor to problematize the very possibility of politics on social networks, the second, discursive attitude, is investigated. First, argued is the fact that there are two breaks between political action and social networks: the absence of continuity between politics and media, and the agency-structure break. In either case, the intermediary link is discourse, which produces certain subjectivity of a political agent. Next, Foucaldian theory of discourse and subject is applied in order to examine the discursive resources that are used by the user to construct itself as the subject of politics. Finally, two symptomatic examples of medialized political actions on social networks, namely “share if care” and changing the color of the profile photo, are analyzed in attempt to prove that “media” (rather than “political”) component prevails, which reinforces a critical view on political actions on social networks.
      210  123
  • Publication
    The mediatization of new movements: the case of “Je suis Charlie”
    [Naujųjų judėjimų mediatizacija: „Je suis Charlie“ atvejis]
    research article
    Media transformations. Kaunas : Vytautas Magnus university, 2016, Vol. 12, p. 38-61
    The terrorist attacks of “Charlie Hebdo” publishing house led to the creation of online social networking communities, titled “Je suis Charlie” (“I am Charlie”) and “Je ne suis pas Charlie” (“I’m not Charlie”). These events enhanced individual participation in public processes and led to the expression of criticism of society as passive construct. However, the new communication technology not only enables the construction of virtual communities but also can lead to discrimination against social groups. The object of the research – the new online communities “Je suis Charlie” (“I am Charlie”) and “Je ne suis pas Charlie” (“I’m not Charlie”) and their communication and mediatization content on social websites. The main goal of this work is to figure out the role of social media as a mediator in shaping individuals’ values, worldview, mobilizing new online movements (communities) and stakeholders, and promoting public polarization, segmentation and the confrontation in different virtual environments through “Je suis Charlie” (“I am Charlie”) and “Je ne suis pas Charlie” (“I’m not Charlie”) case studies on social websites like Facebook and Twitter. The qualitative and quantitative analysis of social networks content confirmed the hypothesis that in different symbolic (virtual) communities, “Charlie Hebdo” cartoons and the terrorist attacks in France are presented diametrically contrary to the provisions of the target group to which the message is supposed to be addressed to. Concerning the case of “Je suis Charlie” (“I am Charlie”), the information is deliberately intended to form a negative perception of Islam and Muslims in an emphasis on freedom of speech and press, terrorism and the threat of Islamism; thus, it is demonizing, stigmatizing and marginalizing the religious community.[...]
      233  179
  • Publication
    European cinema on social media map: bridging cultural diversity and reaching audience in the era of digitalisation
    [Europinis kinas socialinių medijų žemėlapyje: tiltas tarp kultūrinės įvairovės ir auditorijos pasiekiamumo skaitmeninėje eroje]
    research article
    Media transformations. Kaunas : Vytautas Magnus university, 2016, Vol. 12, p. 62-86
    “With the introduction of social media into every field of our life, cinema and film industry also has become a medium which benefits from social media” (Kuruca, 2013). As a tool of marketing, social networks increase popularity and ratings of film before it reaches the big screen. This strategy is often used by individual film production companies, but what if we take European cinema as a whole and try to bridge its diverse identity and reach the audience by “mapping” and communicating it on social media? However, if we want to put European cinema on social media map, we have to understand the complexity of European identity as well as learn the rules of social media marketing. “Understanding and defining European, let alone the identity of European cinema, involves an obsessive wrestling with contradictions, suspicions, and uncertainties, and that fundamental complexity” (Everett, 2005). This paper analyses the potential of mapping European cinema on social media as well as introduces current audience development practices of European cinema industry. It also looks into European commission initiative, Creative Europe MEDIA sub-program. Mapping or communicating European cinema on social media includes various strategies, concepts and various stakeholders’ interests, therefore, looking at European cinema from institutional point of view is as important as understanding potential audience of supranational cinema.
      240  272
  • Publication
    Leader‘s self-presentation: changes in social media
    [Lyderio saviprezentacija: ką pakeitė socialinė medija]
    research article
    Media transformations. Kaunas : Vytautas Magnus university, 2016, Vol. 12, p. 88-97
    New channels of communication and new gadgets reshape the definitions in every sphere, sending social interaction to the new level of expedition, awareness and transparency; not to mention creating the leader’s desirable image and public relations. From the non-binding socializing networking, social media quickly became an important and powerful tool for establishing leadership. This unprecedented communication channel had opened totally new ways for leaders to their public and plenty of topics for social research. The main insight in Erving Goffman’s theory was that there is a bond between the peoples’ acting in everyday life and the theatrical performance. This allows us to review the socializing and creating content online similarly as one of the stage performances. In the context of representing oneself in the new media channels, the leader’s communication is reviewed. Further, the process also changes the role of the follower and raises new questions such as the risk the self-presenting leader takes entering the changing media and the control he has or has not on the communication channel.
      140  171