El medio es el usuario | Claudia Mosqueda | TEDxUNAMAcatlán

[Music]

for

the reason to be here is to talk to them

about a subject that I think

interesting it seems to me that it would be

start to also discuss the role of

user

but good not from a point of view

of the market but the user as a

new actor that is generating a

interesting participation within the

digital communication media

electronic networks

it is in this good sense this talk

is very on track is obviously

inspired from this famous aphorism of

mcluhan the medium is the message that good

although the witch is not properly a

philosopher if he is a thinker of the

media is an interesting subject that

theorizes about how this is happening

become in communication in the

media and yet the

user’s role or daily in

our contemporary context of this

digitality starts to turn

hegemonic in that idea then it is

true also that this one is

inspiration of having titled this

conference as the means the medium only

used the medium is the message of mcluhan

this famous aphorism for there would be now

that to say the means is no longer the message

if it’s not actually the user but of

where does this come from

if we remember some ideas of mcluhan

then it should be clear

Well, this message is

fundamental is important because in

reality the medium is not in itself what

It is not forgiveness the message is not in

yes what happens if it is not the means is in

reality the medium is the one that controls the

that is shaping a modeling that

is giving in some way this

reproduction to the content of the message

so when we say that actually

it’s not that the message does not matter ,

what matters is the means actually

we are aiming for the

messages are actually contained

in media and from there they are

formed and are performa 2 their contents

in this sense, he is right

mcluhan when it somehow goes

saying good is that then the

message seems more like a piece

giant of appetizing meat that in

reality only distracts the receiver and

is right because in reality the

content of the message does not matter that much

it’s not the fundamental thing but the way

in how the medium begins to shape

these messages in that idea

we usually look at ourselves

obvious, supremely obvious, in that

the message or what the

message is practically what we

it matters what the

medium and it’s not really a distractor

I would say looser if this goes well

then it makes sense to go saying that

there is a truism in that reading of

Depose n an emphasis on the message

then in the middle then he does not care

the content of the message because what

matter then is the way in how

the information is modeled and goes

driving by other means

in such a way then that if in the

message is assumed absorbed by the

medium then this means

will absorb the other medium

and to another means and to another means of such

way then that the message ends

by blurring in the content and in the

containment of one’s means

for example this talk right now

here is somehow a then it is

modeled in the middle the style of

ted talks very Californian not

in an audience that does not look like the

must be in a state

not in a place where you sit

with other parents talk about things and

they treat well worked intellectually

has a different format is to say now

same what I ‘m saying the speech

prepared for this occasion because it has

more that format of this talk that

circulate through a YouTube channel not

which may or may not be served but

finally what I say now is not that

do not matter, but in reality my

speech or role to explain here

rather has a meaning from the

of the medium and not of the message or not

what do I say but the content of what

I say it’s really dominated is

controlled by the medium

this then means that the style

of this talk that has rather this

intellectual work that is characterized

that the ted talks are

characterized by that for you

let’s say easy-going of cisr jobs

intellectuals but not in a format

academic he sits the rapporteur and

dictates a conference but more than one

explains then is to that form sm

modeling information

I insist it will not be for what I say no

is in the importance of what is

says but in the way how is it

transmitted by the medium

in this sense then well then there is

to start thinking, but then

what sense does it have now to assume from

when can we start to assume that

this means now is no longer the message

but the user is to say what we understand

for this character who is a character

also anonymous at any time of

our life at any moment

we are users of a good of a service

of a from a gadget on a platform

digital of a series of platforms

digital electronic communications

but then what does it mean that

when we started to take on a role now

of a user as a means then

then it means that something is

changing in communication

something is changing in the media

communication that we do not see them anymore and

we do not take them as an exercise in

production of hegemonic information

given by the traditional means that

we knew

now then we face a

series of media that are dominated

configured by the user

then to return a little to this

sheet that sees from when we can

start then assume that now this

user has become a means and a means

extremely powerful powerful that achieves

master that manages to configure the

information

Well then yes we know

that a user is anyone who

use a good service, it would have to be

make a look much more beyond

deeper this user because

then the user does not have it

see in a reductive way to this idea of

of the media or of a consumer or a

mere subject that buys but this user

it’s really a subject that has now

a power to participate in the content

in the configuration and in the generation

of information is then this user

it becomes interesting much more

powerful and with an extremely presence

powerful in what we call today what

negroponte has defined as the society

of the information pool or what manuel

castells defines as the era of

information or also the famous

galaxy of internet

there the user then becomes

fundamental becomes the main act

this tiny gap of this let’s say

technological development and production

information from the late 20th century the

last decade the nineties what’s going

of the 20th century

does not start to show then a

series of let’s say advances and

Perez before where this user

it starts to look like a way

fundamental and also with a change one

transformation in the media

why do we say this because in

actually this that announces ya negroponte

Casters himself does not start talking

of a new digital culture of a

information culture of a

interactive culture of a culture where

this user is practically the

hegemonic in the production of these

media

a subject again we do not know a

subject that we do not know how it is that without

But there is in this market discourse

there are always let’s say ideas of wanting

sell but that user is not the same

we are talking about

we are talking about these

digital platforms from this

rupture of this digital culture are

generating a new role in the

participation of the individuals that

called user and it is just this user the

that this performance or a culture

digital participation then

we attend a series of processes

technological where communication

it becomes instantaneous where the

experience is ephemeral is instantaneous

because communication itself requires

of a very high level of participation

it means then that our

anonymous character becomes a nomad

There are not trails does not have a face is

completely arboreal stroke not without

fixed trail because it becomes in both

who is the protagonist turns to the same

time a complex synergy of its

participation with networks with

platforms and technology

this synergy is fundamental is

interesting because somehow

these users or these users of the

new media then participate in a

active way in creating the

content or what some

love as content generated by the

user

it’s not surprising to see that if we do not like the

end of a soap opera

you make that end if you do not like it

the end of the series

you create the end of the series the

they put a channel like youtube and it becomes

viral and will circulate and many users

viewers will have access to that and of

then completely instinctive

emotional

we are participating in that in that

generation of content but in a

content generation that is no longer

hegemonic but is animated by the

own personality of the user

obviously this leads us to the fact that

user then has a new role already

it is not the role of the passive user subject

who receives the content so yes

completely given but the question

generates new ideas proposes new

content does not speak to us of its own

interests

it also generates experience and something

fundamental also teaches the

own businessmen to sell you with

experiences

so it’s not surprising either to see what

tennis companies offer me some tennis

on a platform so that I feel what

that feels like flying when I run with

those tennis do not even corros and what

good and in addition you can and

experience virtually how you feel

we did not generate that experience

experiences we teach also to

Perform to dominate to reconfigure

generate content in a way that

then this user is no longer this

passive we talked about but someone who

at all times it is generating then

also contained and then it’s

also producer

the role is no longer a receiver emitter but is

sender and receiver

at the same time sender and receiver because

You can change

means change and contain their

information in others and in others and in

other means in such a way then that

a dialogue is always fine

improvised from this user as a broadcaster

and as a receiver

at the same time this brings us then

that this user would then be

speaking not of a personal experience with

technology is not then already the

television company that tells me

I want to see what the end imposes on me

of something I believe the end of something and if not

I think so then I create my own

series on instagram but it is a fashion

not that now these are happening

small miseries from stories

from putting pictures not in

instagram generate a story prolong

the story in another medium in a mail

electronic prolong the story in a

on a twitter

so that’s why the medium is not

the message but now the medium is the

user because the user goes then

generating these relationships with others

users with other supports with other

platforms and in that sense then

we would say that it is a micro

power that begins to become extremely

powerful flexible within the way and

the way in how then we started to

have this participation with the

technology

then this interactive technology

these ways in which we interact

on platforms is going to allow us then

generate other ways to exchange

with other individuals share

contents generate content

We can not share our music

spotify in one on one in a list together

with someone we do not know in another

place of the world we are interacting and

I do not need to buy the disk, that is,

same time you attend these

ephemeral relationships of experiences

completely

let’s say simultaneous snapshots

besides at the same time I’m going

dismantling those processes

traditional hegemonics that up

before they had presented me as

dominators

this means then that this

content that starts generating the

user goes then also to asia a

way to manipulate to start

to transform the information of

produce it by circulating it through

means that he considers necessary

precise from your own

psychic and experiential personality that

puts these messages but also

has to do with these processes that already

They do not manipulate us or they finish us

dominate but now the users

transform the content of the media

so then we have a task that

think about the task of going over what

happens with these new viewers that

happens with this role of a user that

begins to transform that starts

modify behaviors not only because

socialist in an interesting way and

virtually on social networks in the

Web

in this internet galaxy but

also because he is a user that goes

performance also a culture of

participation a culture that was

unpublished and that now we do not know

presents as unpublished because he is the

great protagonist of this then yes

you see that you are capable of

manipulate something on youtube in

some story that they create in flir by

example your own photographs or your

own stories

not surprising, it surprises us because

actually the companies right now are

learning from this micro experience

participatory that the user has

with itself and that the user generates

from even being able to establish

new intellectual relationships

complex interactive cybernetics with

other individuals with other platforms

from his own life of his own

experience putting then a

fully experiential participation to

technology because technology

us also generate the

we produce the consume and the

we constitute in a completely sense

open and flexible participatory

so I wanted to talk about this in

this new role and I hope it will be as

productive in a critical way this

conversation

thank you very much the