The Digital Difference examines how the transition from the industrial-era media of one-way publishing and broadcasting to the two-way digital era of online search and social media has affected the dynamics of public life.
In the digital age, fundamental beliefs about privacy and identity are subject to change, as is the formal legal basis of freedom of expression. Will it be possible to maintain a vibrant and open marketplace of ideas? In W. Russell Neuman’s analysis, the marketplace metaphor does not signal that money buys influence, but rather just the opposite—that the digital commons must be open to all ideas so that the most powerful ideas win public attention on their merits rather than on the taken-for-granted authority of their authorship.
“Well-documented, methodical, provocative, and clear, The Digital Difference deserves a prominent place in communication proseminars and graduate courses in research methods because of its reorientation of media effects research and its application to media policy making.”
—John P. Ferré, Journalism and Mass Communication Quarterly
"This book is the perfect primer for understanding media in the digital age. We are in an era when newspaper, radio, and television are fast becoming archeological concepts. Herein are the reasons why."
---Nicholas Negroponte, founder and chairman of One Laptop per Child and cofounder of the MIT Media Laboratory
"Congratulations to Neuman and colleagues for a fascinating exploration of how previous new media were constructed, whether things could have been otherwise, and what can be learned for future media."
---Sonia Livingstone, Department of Media and Communications, the London School of Economics and Political Science
In Media, Technology, and Society, some of the most prominent figures in media studies explore the issue of media evolution. Focusing on a variety of compelling examples in media history, ranging from the telephone to the television, the radio to the Internet, these essays collectively address a series of notoriously vexing questions about the nature of technological change. Is it possible to make general claims about the conditions that enable or inhibit innovation? Does government regulation tend to protect or thwart incumbent interests? What kinds of concepts are needed to address the relationship between technology and society in a nonreductive and nondeterministic manner? To what extent can media history help us to understand and to influence the future of media in constructive ways? The contributors' historically grounded responses to these questions will be relevant to numerous fields, including history, media and communication studies, management, sociology, and information studies.
W. Russell Neuman is John Derby Evans Professor of Media Technology and Research Professor, Center for Political Studies, Institute for Social Research, at the University of Michigan.
DIGITALCULTUREBOOKS: a collaborative imprint of the University of Michigan Press and the University of Michigan Library
A central current in the history of democratic politics is the tensions between the political culture of an informed citizenry and the potentially antidemocratic impulses of the larger mass of individuals who are only marginally involved in the political world. Given the public’s low level of political interest and knowledge, it is paradoxical that the democratic system works at all.
In The Paradox of Mass Politics W. Russell Neuman analyzes the major election surveys in the United States for the period 1948–1980 and develops for each a central index of political sophistication based on measures of political interest, knowledge, and style of political conceptualization. Taking a fresh look at the dramatic findings of public apathy and ignorance, he probes the process by which citizens acquire political knowledge and the impact of their knowledge on voting behavior.
The book challenges the commonly held view that politically oriented college-educated individuals have a sophisticated grasp of the fundamental political issues of the day and do not rely heavily on vague political symbolism and party identification in their electoral calculus. In their expression of political opinions and in the stability and coherence of those opinions over time, the more knowledgeable half of the population, Neuman concludes, is almost indistinguishable from the other half. This is, in effect, a second paradox closely related to the first.
In an attempt to resolve a major and persisting paradox of political theory, Neuman develops a model of three publics, which more accurately portrays the distribution of political knowledge and behavior in the mass population. He identifies a stratum of apoliticals, a large middle mass, and a politically sophisticated elite. The elite is so small (less than 5 percent) that the beliefs and behavior of its member are lost in the large random samples of national election surveys, but so active and articulate that its views are often equated with public opinion at large by the powers in Washington. The key to the paradox of mass politics is the activity of this tiny stratum of persons who follow political issues with care and expertise. This book is essential reading for concerned students of American politics, sociology, public opinion, and mass communication.
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