Digital Theory

Glen Creeber (2009) discusses the industrial revolution in the eighteenth century and the changes that took place with modernism. the concept of modernism which was industrialised by the end of the nineteenth century is defined as,

"umbrella term we give to the way that human society responded to the changes"(Creeber, 2009,p.11)

As the indication of technology and science started to develop rapidly, so did the style of art movements, example Futurists that embraced the speed in which technology transforms. Although not just the style of art itself changed, the location also changed in the mass culture of society. Art can be found in printed icons and various screens, therefore blurring high culture with low culture, creating a mass culture that attracts the same interest.

"technology and science transformed our conception of society and ourselves, so artists and intellectuals sought new ways to represent and articulate.....'brave new world'." (Creeber,2009, p.12)

The Frankfurt School, who evacuated Germany due to the Second World War, came to American. They were interested on how the mass culture was relating to products of mass production, for instance mobile phones to date are mass produced which is available for consumers in new media. The Frankfurt School associated aspects of Fordism with the similar connecting of mass culture.

"Fordism was a term coined to descried Henry Ford's successes in the automobile industry,...became more accessible....were exactly the same." (Creeder, 2009, p.12-13).

As McLuhan reflects that consumers themselves can interact with media content, though new media to voice their opinions on any storyline at the presides moment, giving the consumer the ability to have more control and influence over media text.

"transforming us all from 'voyeurs to participants'"(Creeder, 2009, p.15)

The consumers' browses through virtual worlds, here they can create their own personality. Therefore portrays versions of themselves on social network sites, as a result of getting away from what is 'real', this can be seen as another life. However the consumer knows that it is 'unreal', although in the virtual space there are items that can be bought. In the series Lost (2004-2010) the consumers' could interact with buying items that appeared on the series, respectively these can be physically held in reality. Justifying that both the digital and real world are intertwined. Due to the circumstances that consumers can't differentiate one reality from the other.

"our sense of what is 'real' and what is 'unreal' is clearly undergoing a dramatic transformation...now place advertisements..."(Creeder, 2009, p.18)

Bibliography
Creeber, G .Digital Theory: Theorizing New Media (Maidstone: OUP)