1.
GOING BEYOND MEDIA
INDUSTRY
Media Culture – the Future Dispositive of
Society’s Development
Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

2.
QUESTIONNING SCIENCE FOR CONDITIONS OF
BETTER LIFE: SOCIAL SCIENCE CONTRIBUTION:
CONSIDERING SOCIETY MEANS TO INTERRUPT THE
EVERYDAY ROUTINES OF THINKING AND ACTING
MIRRORING WITH INTEREST OF AFFIRMATION
OR REFLECTING WITH INTEREST OF CHANGE.
SOCIAL SCIENCE AS OBSERVATION OF OBSERVATION
COMMUNICATION – THE RESOURCE OF CHANGE
Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

3.
Why we think communication was a resource to make
life becoming a better one?
What was the notion of a better life in context of industrial
development ( logics of sorrow)?
What is the challenge of change for a concept of better
life in context of media society?
What has to be new in concepts and habits of
communication in media context?
Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

4.
Understanding Media
• System-Perspective – industry-logical perspective:
fragmentizing competence in relation to technology
Media - the resource of knowledge: power, influence, effects:
The world is, how media design it
• User-Perspective – emancipative logics in relation needs:
Media - the frame of reference for knowledge and experience:
The world is, how the user construct it
• Society-Perspective – integrative & cultural interpretation:
Media - the environment of social interaction – Mediality:
The world is, how people interact in relation to it
Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

5.
Doing the Media
Media-related Social Practice in Everyday Life: Flashes
Media is not: a technical item / apparatus of transport or
transmission. But is doing / using it
• Using Media is increasingly becoming active
• Multitude and omnipresence of new media
• Mutual causality of social change and media development
• Media the most-related frame of reference
• Media appropriation: appropriation of reality
• Integration of media technology in everyday execution of life
• Madiatisation of of key factors of individual and social life
• Mediatisation of key programs of social, cultural and political life
Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

6.
Understanding Society
Society means:
• not an object, but: a concept of social arrangement
• the world of it‘s communication: what it‘s communication is like
• the sum of it‘s stories and discourses: keeps the world together
Media Society means:
• nothing in/of society is media-free
• the medial environment (mediality setting)
• a socio-cultural program constituted in the modus of mediality
Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

7.
Do we understand Communication?
• The Transmission of Meaning the Reality?
• The Contract on Deception?
• The Construction of Meaning (Sense of Reality)?
– The Determination of Meaning and Sense Avoiding
Uncertainty (anthropological)
– The Supposition of Sociability of Anyone‘s Interpretation of
Individual Existence Avoiding Isolation (socio-psychologica)l
– The Unification of Difference in Search of Truth (cultural)
– Strategy of Agreement on Similarity
– Habit of Agreement on Difference and Diversity
Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

8.
WHAT IS MEDIA IN RELATION TO COMMUNICATION?
COMMUNICATION IDEA
What should media
communication be like? What couldmedia
communication be like?
THEORY INTERPRETATION PRACTICE
ANALYSIS
How to do media
How does media
communication?
communication work?
MEDIA - INTERACTION REALITY
thomas.bauer@univie.ac.at

9.
Motifs of Competence?
• What is media doing with people?
Dislocation of competence to technology
• What is people doing with media?
Supposing competence as intrinsic dimension of human acting
• What is people doing for themselves?
Competence as an individual and a social (public) value
Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at

10.
In the Context of
Media- and Knowledge Society -
to understand the reality
means
to understand media
Univ. Prof. Dr. Thomas A. Bauer - University of Vienna, Department for Communications - thomas.bauer@univie.ac.at