WEEK 4: Media, Minds and Bodies

This week in the lecture we discussed the practical and theoretical consequences of the way we model mind, media and bodies— and often all of these together. This had particular focus on the model of the mind. I would be lying if I said I found the concepts within this weeks lecture simple to understand but I think after much reflection I have started to get my head around them. Basically what i took away from the lecture is that there are  four main models in which the mind media and body are connected by : behaviourism, cognitivism, cybernetics and constructivism.

Both the behavioural and cognitivist models of the human mind and explanations of thought are significant to media theory and the way in which a person interacts with and uses varying forms of media. Behaviourism, which centres on the belief “that behaviours are learned (become habitual) as a result of reinforcement” (Case & Bereiter, 1984) has influenced media theories such as the media effects theory and dailiness. As behaviourism suggests that a person relies on memory and habits, rather than a mental process that is active, it is apparent that this model is reflected in the idea that media influences the way in which the people interacting with it behave and think; the media effects theory.Arguments that violent video games condition people to act violently and consider this the norm are a reflection of this model and the way in which the relationship with the media and the mind can be explained. Dailiness, or the media routine which the individual engages with each day, also suggests that the behavioural model is the correct way to view human thought, as it implies that a person follows habitual pattern rather than a sense of agency. This model can also be reflected in the idea that a person can be brain-washed, or to contextualise this idea, that a person’s habits and responses can be influenced by subtle changes to thought.

On the other hand the cognitivist model suggests that “intelligent behaviour can (only) be explained by appeal to internal ‘cognitive processes’, that is, rational thought in a very broad sense,” (Haugeland, 1978). This theory is influenced by modern media as it is often rationalised by the comparison of the human mind to a computer, with each decision being a logical and processed action. As such, media becomes part of a rational thought process, used to communicate and process information. Essentially the individual, rather than include the media in its habitual routine, has agency and rationally engages with it. When interacting with a violent video game, rather than adapting their own behaviour to the actions portrayed in the game, the person processes the information and files it accordingly into the mental process, recognising it as a media construct and not as appropriate behaviour.

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Case, R & Bereiter, C 1984, From behaviourism to cognitive behaviourism to cognitive development: Steps in the evolution of instructional design, Instructional Science, vol. 13, page 141-158

Haugeland, J 1978, The nature and plausibility of cognitivism, Behavioural and Brain science, vol. 2, page 215-266

Week 3 Media Ecologies

The concept of media ecology was founded on the definition of Neil Postman in 1970, where he wrote that “media ecology is the study of media as environments” (Milberry, 2012) . This statement forms the foundation in which we can explore and analyse media ecologies further and gain an insight into media’s relationship with the mind, technology and the environment. This is the basis of the ideas of Gregory Bateson and how media ecologies can shape and transform social communication and interaction.

Bateson explored the idea of media ecologies as the way in which technology influences and maintains control over society. The exploration of the media as a force by which society is determined demonstrates the great power media and technology has in the modern world. Modern society is very dependant upon the media, with the media now in the position of the role model in contemporary communities. It is indicative of our cultural dependence upon media technologies when anyone who is in the spotlight (including politicians, media personnel and public figures) requires a team of media minders to manipulate the message they broadcast to the general public. 

My understanding of media ecology is that it involves the combination of communications of media, technology, and also technique. This made me immediently think of my relationship with social media. When I first wake up in the morning the first thing I check is my Facebook, then Instagram and then email and text messages so I can constantly be on contact with my friends. This made me draw back to the idea about meta communication.

Bateson's research done on monkeys interacting with one another brings to the fore how crucial and significant meta communication is in processes of communication and meaning transferals between humans. Reflecting on my own interactions - everyday I give off signs that may be subtle but are clearly picked up by the people I am communicating with. 

However, since Bateson says that 'meta-communication indicates levels of consciousness', I can confidently say that sometimes signals are not picked up by people, and sometimes people give off signals without realising they are giving them off. To me this indicates that there is a certain level of self awareness needed for meta-communication to be effective. Meta communication allows communication to be richer, deeper and more complex in nature. This is why I find it important to communicate face to face with clients which, according to Bateson, allows for a more embodied process of communication. 

Media ecologies have played a very significant role in the development and understanding of human relationships. People are almost more virtual than real-life in their existence. Bateson argues that media Ecologies have the "potential for violent effects on the fabric of civilisation" as it assigns our roles to us, tells us what we can and can't do and structures the society around us. The complex relationships between the media, the audience, advertisers, third parties and the contemporary global environment can be seen in this video which explores how media ideas are assembled to provide a set of views and cultural attitudes to which the audience is subjected, and encouraged to follow.

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Bateson, G. (2000) “A Theory of Play and Fantasy” in Steps to an Ecology of Mind, Chicago: Chicago University Press, pp. 177-183

Milberry, K. (2012) “Media Ecology”, Oxford Bibliographies, <http://www.oxfordbibliographies.com/view/document/obo-9780199756841/obo-9780199756841-0054.xml#> [Accessed 13 March 2014]