medijski dijalozi no 8

MEDIJSKIDIJALOZIasopiszaistraivanjemedijaidrutva

MEDIADIALOGUESjournalforresearchingofmediaandsociety

GodinaIV

Broj8PodgoricaMart2011.

ISSN18007074COBISS.CGID12734480

EELIT

Ekonomskalaboratorijazaistraivanjetranzicije

Izdava/Publisher:

ELITEkonomskalaboratorijazaistraivanjetranzicije,ul.D.Vaingtona4,Podgorica

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drNAYIAROUSSOU,drTAOPAPAIOANNOU(Kipar):SocialNetworkSitesandYoungPeoplesDevelopingIdentitiesSajtovidrutvenihmreairazvijanjeidentitetamladihljudi......................

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,(Ukraina):HDirectionsandPrinciplesforUseofInternetsOpportunitiesinBusinessSphere..........

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drOREOBRADOVI(Hrvatska):UtjecajrazvitkamultimedijenapromjeneukomuniciranjuTheInfluenceofMultimediaDevelopmenttoCommunication........................

drELJKOSIMI(Srbija):HajdegeriidejnatehnologijatehnicizmaHeideggerandtheConceptualTechnicismTechnology....................................................

drZLATKOMILIA,MIRELATOLI,ANAELJEZNAK(Hrvatska):PorukeugrafitimamladihizDublinaiZadraMessagesinGraffitiWrittenbyYoungPeoplefromDublinandZadar.........

drMAJDATAFRAVLAHOVI(Hrvatska):Odrivoposlovanjeikomunikacijau21.stoljeuSustainabilityandCommunicationin21stCentury................

drASIMPECO,MERIMAJAAREVI(BosnaiHercegovina):Urbanasociologijaisavremenodrutvo(Post)ModernigradprofiliranjeidezintegracijalinostiUrbanSociologyandModernSociety(Post)ModernCityProfilingandtheDisintegrationofPersonality............................................................................................

drGORANSEKULOVI(CrnaGora):UpotrebacrnogorskogjezikauCrnojGoriicrnogorskojdijasporisaposebnimosvrtomnamedijeTheUseofMontenegrinLanguageinMontenegroandMontenegrinDiasporawithSpecialAttentiononMedia......

drJOKOSINDIK(Hrvatska):KonstrukcijaupitnikadoivljajaefikasnostitimskogradakodstrunjakaizpredkolskogodgojaiobrazovanjaConstructionofExperienceEfficiencyTeamworkQuestionnaireAmongExpertsinPreschoolEducation......

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MEDIJSKIDIJALOZI8,Vol.4

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drSVETOZARSAVI(CrnaGora):OsvrtnaproblemnedovoljnogmedijskoginformisanjaovinskimproizvodimamalihisrednjihproizvoaauCrnojGoriReviewtotheProblemofInsufficientMediaInformationaboutWineProductsofSmallandMiddleSizedProducersinMontengro

drSANJABAUK(CrnaGora):Medijiinauka:kokogatunerazumije?TheMediaandScience:WhoDoesNotUnderstandWhom?...........................................

drAVDULKURPEJOVI(CrnaGora): MedijskaprezentacijanaunoistraivakogradaiizdavatvaMaticemuslimanskeCrneGoreTheMediaPresentationofScientificandResearchWorkandPublicationsofTheMaticaMuslimanskaofMontenegro.................................................................................

drZORANTODOROVI(CrnaGora): IskustvoiperspektivarazvojaraunovodstveneprofesijeuCrnojGoriExperienceandProspectsofAccountancyProfessioninMontenegro..............................

drRADENKOEKI(CrnaGora):SpotkaosredstvopolitikopropagandnogdjelovanjaiizbornogmarketingauCrnojGoriSpotasaMeansofPoliticalPropagandActionandElectionMarketinginMontenegro

drMIMODRAKOVI(CrnaGora):UticajmedijanadjecusaposebnimosvrtomnaraunarskeigreTheImpactoftheMediaonChildrenWithaParticularFocustoComputerGames..

mrANDRIJANARABRENOVI(CrnaGora):GlobalnedrutvenetendencijeodraeneujavnommnjenjuGlobalSocialTendenciesReflectedinPublicOpinion.....................................................

mrELJKORUTOVI(CrnaGora):StogodinaodroenjaMaralaMakluanavizionarmedijskerevolucijeOneHundredYearsofMarshallMcluhanBirthVisionaryoftheMediaRevolution

mrHAJDANAGLOMAZI(Srbija):Daljinskijeurukamatelevizije? RemoteisintheHandsofTVStations?......................................................................

mrSENKAEKULACIVOEVI(CrnaGora):DrutvenimarketingimedijiSocialMarketingandtheMedia.......................................................................................

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ANELKAROGA(CrnaGora):PutdoidentitetamogunostsamospoznajeupostindustrijskominformatikomdrutvuRoadtoIdentitythePossibilityofSelfRecognitioninPostIndustrialInformationSociety.........

DRAGIRABRENOVI(CrnaGora):DrutvenemreekaonovipoligonpolitikejavnostinaprimjeruarapskihrevolucijaSocialNetworksasaNewPoliticalCommunityPolygonontheExampleofArabicRevolutions........................................................................................................................

RANKAUNENAC(Hrvatska):FenomenindigodjeceinjegovamedijskaprezentacijaIndigoChildrenPhenomenonandItsMediaPresentation..........

AMERRAMUSOVI(CrnaGora):WebsajtFondazazdravstvenoosiguranjeCrneGorekaomogunostkvalitetnijekomunikacijeizmedjuinstitucije,osiguranikaijavnostiWebSiteofHealthInsuranceFundofMontenegroasPossibleofBetterCommunicationBetweenInstitutions,InsuredandPublic..............................................

MILOLALEVI(CrnaGora):GlobalnaiskustvainstitucionalneprimjenezakonaoslobodnompristupuinformacijamaGlobalExperienceofInstitutionalEnforcementofTheLawonFreeAcesstoInformation....

ANASTEVANOVI(Srbija):Uticajiidelovanjetelevizijekaomasovnogmedija(iulogamedijskogobrazovanjausmanjenjuuticaja)ImpactandInfluenceofTelevisionasMassMediaandtheRoleofMediaEducationinReducingtheImpact)................

MARIJAJOVI(BosnaiHercegovina):Informiranjeikomunikacija,putkauspjehuInformationandCommunication,LeadingtoSuccess.............

Prikazi(Reviews)asopisMedijskakultura,Broj1JezikmrnjePrikaziva:DrRadenkoeki.......................................................................................

Uputstvoautorima(Notesforthecontributors).......................................................

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drNAYIAROUSSOU,drTAOPAPAIOANNOU:SocialNetworkSitesandYoungPeoplesDevelopingIdentities

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UDK:316.774:004.738.4057.87(564.3)

SOCIALNETWORKSITESANDYOUNGPEOPLESDEVELOPINGIDENTITIES

SAJTOVIDRUTVENIHMREAIRAZVIJANJEIDENTITETAMLADIH

LJUDI

drNAYIAROUSSOU,Ph.D.,DepartmentofCommunications,UniversityofNicosia

drTAOPAPAIOANNOU,Ph.D.,DepartmentofCommunications,

UniversityofNicosia

Abstract:Thepresentresearchaimsatfindingouthowyoungpeoplearepossiblyaffected in thecontinuing formationof theirsocioculturalidentitybytheiruseofsocialwebsitessuchasFacebookwithafocuson the followingareas:online/offlinerelationships,online/offlineparticipation in civic activities (international ornational), online/offline consumership, and online/offlinepursuit ofprofessionalgoals.The study also probes attitudes toward other cultural groups, theTurkishCypriots inparticular,andpossible futurecoexistencewiththem,inlightofastilldividedCyprus.Based on27 semistructured individual interviewswith students oftheUniversityofNicosia,theresultsrevealedthatwhilethemajorityoftherespondentsusedFacebook,someconsciouslychosenottobeonFacebook.As to consumption, traditionalmedia advertisements seemedtoprevail,althoughonlinepurchasingisgainingpopularityparticularlythroughwebsitessuchasAmazon.comorebayratherthanundertheinfluenceofFacebookadvertisements.Theresultsalsoshowedthattherewasalackoftrustinpoliticalpartiesandinstitutions,allcreatedinCyprusduringitslast50yearsofindependence.Astoonline/offlinecivicactivities(CausesonFacebook),therewasapreferenceof local causesoverglobal issuesandavoiding to contribute tothepublicsphereoffline.Moreover,itappearedthatsocialsiteswere


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primarilyused to strengthen offline socialnetworks.The results onOtherness and more especially, the TurkishCypriot Others, revealedthatmoststudentsstressedtheirpreferenceforGreekCypriotsas friends and admitted of thinking in terms of us as theGreekCypriots,andthemastheTurkishCypriots.KeyWords:Newmedia,Facebook,Identitydevelopment,Youth,Cyprus.Apstrakt:Prezentovano istraivanje ima za ciljdapokae kako korienjedrutvenihwebsajtovakao to jeFejsbukpotencijalnoutiena formiranje sociokulturnog identitetamladih ljudi, sa posebnimfokusom na sljedee oblasti: Online/Offline odnose, Online/Offlineueeugraanskimaktivnostima(meunarodnimilidomaim),Online/Offlinepotroakeodnose iOnline/Offlinepotraguzaprofesionalnimciljevima. Studijasetakoebavistavovimapremadrugimkulturnimgrupama,posebnoturskimKipranima,imogunostibuduegsuivotasanjima,usvjetluidaljepodjeljenogKipra.Na osnovu27poluzvaninih individualnih intervjua sa studentimaUniverzitetauNikoziji,rezultatjeotkriodaiakoveinaispitanikakoristiFejsbuk,nekisusvjesnoodluilidanebudunanjemu. tosetiepotronje, jouvijekpreovladava tradicionalnomedijskooglaavanje,iakoonlinekupovina stie sveveupopularnost,naroitoputem sajtovakaotosuAmazon.comiliebay,prijenegopoduticajemFacebookreklama. Rezultatisutakoepokazalidapostojinedostatakpovjerenjaupolitikestrankeiinstitucije,kojesuformiranenaKiprutokom poslednjih 50 godina nezavisnosti. to se tie Online/Offlinegraanskih aktivnosti (uzorcinaFejsbuku),uoljiva jeprednostdomaihdeavanjanadglobalnimpitanjima i izbjegavanjedasedoprinosiutojsferi. tavie,pokazalosedasudrutvenisajtovibiliprvenstvenokorieniu cilju jaanja offline drutvenih mrea. Rezultati istraivanja orazliitosti,posebnorazliitostiturskihKiprana,otkrivajudajeveinastudenatanaglasilasvojepreferencijezagrkeKipranekaoprijateljeipotvrdila razmiljanjausmislunaskaogrkihKiprana injihkaoturskihKiprana.Kljunerijei: Novimediji,Fejsbuk,razvojidentiteta,mladi,Kipar.


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1.Introduction Since their inception,socialnetworksitessuchasFacebook,MySpaceandTwitterhavebecomeincreasinglypopular.Withthesesites,notonlyarepeople able to communicate with their friends and families without geographicalbarriers,butalsoconnectwithstrangersbasedonshared interests,orcommonlanguage,orsharedidentities.Whilethesesitesappealtodifferentlanguagesandcountries,andtheirpopularitychangesovertime,accordingtoWebStrategist.com,about400millionpeoplearoundtheworldactivelyuseFacebook,andalmosthalfofthemuseFacebookeveryday.Furthermore,about 55% of the users ages between 1217 have created profiles on socialnetworksites,andthispercentageisincreasedto64%ofteensbetween1517(Boyd,2008). AsyoungpeopleareextensiveusersofInternetbasedtechnology,recentstudiesfocusingonyoungpeopleandtheirconsumptionoftheInternethavehighlightedawiderangeofsocialissues,withagrowingrecognitionoftheimpactofyouthInternetuseontheiridentitydevelopment.ThisresearchaimsatfindingouthowyoungpeoplearepossiblyaffectedinthecontinuingformationoftheirsocioculturalidentitybytheiruseofsocialwebsitessuchasFacebookwith a focuson the following areas: creatingvirtual relationshipsversusactualofflinerelationships,awarenessandpossibleonlineandofflineparticipation incivicactivities (internationalornational),politicalawarenessandparticipation,cyberconsumershipversusofflineconsumershipandpossiblepursuitofprofessionalgoalsonlineversus inreal life. Theaboveareashavebeen chosenas someof the core componentsof ethnicityand lifestyleessentialtothecontemporarysocioculturalidentityofyoungpeople. 2.SocialNetworkSitesandFacebook BoydandEllison(2008,p.2)definesocialnetworksitesasWebbasedservicesthatallowindividualsto:1)constructapublicorsemipublicprofilewithaboundedsystem2)articulatealistofotheruserswithwhomtheyshareaconnection3)viewandtraversetheirlistofconnectionsandthosemadebyotherswithinthesystem.

Whilenetworksitesvary in theirability to incorporatenew technologies suchasmobile connectivityandblogging, theirmain technological featuresarefairlystandard.Thekeyelementconsistsofvisibleprofilesthatdisplayalistofchosenfriendswhoarealsousersofthesite.Theprofileiscre


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atedbasedonanswerstoquestionssuchasage,location,educationandinterests. Facebook also encourages users to add photographs andmultimediacontenttoenhancetheirprofiles.Userscanupdatetheirprofilesanytimeandnotify their friends about the changes. Network sites also have security/privacy featureswhich affect the extent of visibility of users profiles.MySpaceletstheusersdecidewhethertheirprofilecanbeviewedbythepublicor friendsonly. OnFacebook,users can joinnetworksorganizedbyparameterssuchascityofresidence,workplaceorschool,andFacebookallowsusers tochoosewhether theygiveothersbelonging to the samecommunityaccesstotheirprofile.

Inadditiontocreatingprofiles,usersareaskedtoidentifyothersinthesystemwhoareintheirofflinesocialcirclesunderthetermsFriends,Contacts,orFans.Thepublicdisplayofthefriends list iscrucialas itenablesviewers to traverse thenetworkbyclicking through the lists. Mostnetworksitesalsoallowuserstoleavecommentsontheirfriendsprofileorsendprivateemailmessages,similartomostwebmailapplications.FacebookhastheapplicationsoftheWall,PokesandStatus.TheWallisaspaceoneveryusersprofilepage that allows friends topostmessages for theuser to see;Pokesallowsusers to sendavirtual poke to eachother, andStatus letsusers toinformtheirfriendsoftheirwhereaboutsandactions.Dependingonprivacysettings,anyonewhocanseeausersprofilecanalsoviewthatusersWallandStatus.

Additionally, Facebook has the Facebook Platform, a framework forsoftware developers to create applications that interactwith core Facebookfeatures.Theseapplications range fromGifts,allowingusers to sendvirtualgifts to each other;Marketplace, allowing users to post free classified ads;Events, lettingusers informtheirfriendsaboutupcomingevents;andVideo,lettinguserssharehomemadevideoswithoneanother.

Facebook has also opened up a new realm of possibilitieswith theCausesapplication.TheCausesapplicationenablesmembersoftheFacebookcommunity to join together, recruit supporters, anddonatemoney to thousandsofdifferentcharityorganizations,reliefgroupsandpoliticalcampaigns.The idea behind Causes is to take advantage of the vast circles of onlinefriendsconnectedthroughFacebooktoreachpotentialdonorsandvolunteerson amorepersonal level. Since the launch inMay 2007, 60millionpeoplehave startedusingCausesandover250,000causeshavebeencreatedabouteverytopicfromhaltingglobalwarmingtosupportingartseducation,andthe


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applicationhasraised$9millionoverall.TheCausesclaimsthatthisapplicationessentiallydemocratizesactivismbyempoweringusersofFacebookwhowant to leverage theirnetworkonFacebook toeffectpositive change. AnyFacebookuser can create a cause, recruit their friends into that cause,keepeverybody in thecauseuptospeedon issuesandmediacoveragerelated tothecause,and,most importantly,raisemoneydirectlythroughthecauseforanyU.S.registerednonprofitorCanadianregisteredcharity. 3.Bridgingonlineandofflinesocialnetworks

While social network sites help users to establish andmake visibletheirsocialnetworks,andconnectionsbetweenstrangerscanbemade, thesesitesareprimarilyusedtocommunicatewithpeoplewhoarealreadyintheiroffline social network, central or peripheral. Ellison, Steinfield and Lampe(2007)analyzedFacebookasaconvenientandeffectivemeansofmaintainingand solidifying existing offline social circles. Online friends usually sharesome common offline relationship albeit these online friendships may beweak. Onlineandoffline interactions interface insuchaway thatFacebookusers search for peoplewho are already part of their social lifemore thanbrowse for strangers to expand their social experience (Lampe, Ellison andSteinfield,2006). 4.DigitalMediaandFosteringCivicParticipation Researchon theroleofmedia inyouthcivicparticipationhasarguedthatthetraditionalapproachtoexaminingmediaandcivicparticipationconsidersyouthasapassiveaudienceandhas largely focusedonmediaeffectsand formal political participation (Bell, 2005). Instead of communicatingthroughthemassmedia,manyyoungpeopleareturningtodigitalmediaforinformation. Researchers are encouraged to look toways inwhich youngpeoplemakeselectiveuseofmedia,particularlynewdigitaltechnologies,andincorporatemediacontent into their lives incivicways. As the Internethasprovidedanewwayofcreatingcommunitiesthatextendbeyondgeographicboundaries(Krautetal.,2002), itcanbeanewvenueforyouthtoengage incivicandvolunteeringactivitiesacross localcommunitiesandnational frontiers, to learnaboutpolitical lifeand toexperience thechallengesofdemocraticparticipation(CaminoandZeldin,2002). Thepossibleeffectofsocialnetworksitesonmobilizingyouth,orrather the Facebook effect on theAmerican political system, became clear in


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2008,asFacebook teamedupwithABCandSaintAnselmCollege to allowusers togive live feedbackabout the back tobackRepublicanandDemocraticJanuary5thdebates. Facebookuserscouldparticipateindebategroupsorganizedaroundspecifictopics,registertovoteandsendinquestions.Overonemillionpeople installedtheFacebookapplication USpolitics. The Facebook effect, asNewsweek calls it,demonstrates that socialnetwork sitescan increaseyouthmobilization inelectionseasonbycreatingawayforstudentstoshareandaccesscampaigninformationandsupportcandidates. Asdiscussedbefore, theCausesapplicationonFacebookhasalsobecomeanewtooltoinvolvepeopleincharityandvolunteeringactivities.According toAllFacebook.com,Causes has 6,244,688weekly active users and23,578,039monthlyactiveusers.Facebookuserscanparticipateinrecruiting,spreading awareness, leading dialogue, signing petitions and fundraisingfromothers.Inadditiontoindividualactivists,nonprofitorganizationshavealsousedCauses tobuildcommunitiesofsupportersaround the issues theyworkon.Andanumberofcausesdirectlyaddressyouthrelatedissuesortrytoappeal toyouth. RedCrossYouth, for example,has154,359 sitevisitorswhohave registered themselves in theRedCrossdatabaseas futurevolunteers. While thisevidencedemonstrates thepotentialroleofsocialnetworksitesinfacilitatingcivicengagement,somehavegoneasfarassuggestingthata Youthcivicculture isemergingontheInternet(Montgomeryetal.,2004),Livingstone cautions that a few studies are charting interesting initiativesusing the Internet tostimulateyoungpeoplesparticipation,holdingout thepromiseofnewopportunitiesthroughinstancesofbestpractice,althoughitremainsunclearhowandbywhomthesecouldbeevaluatedormorewidelyimplemented (2003, p.151). More research apparently is needed to assessyouth civic engagement looking to seewhat activities and issues interestyouth,whatparticipatingvenuesyouthseemstoprefer,andwhethertheyareengaged indifferentways thanpreviously thought. Thediversificationandpervasivenessof themedia todayareonestrongsourceofmeaningsand influenceswhichcannotbeignored.Moreespecially,discussingdirectlyyouthandonline/offlinecivicandcommunityparticipationandabouttheirperspectivesonrelatedissues,suchaspoliticsandactivism,willhelptodevelopfurtherunderstandingtheseissuesinsuchawaythatvaluesyouthparticipation.Ontheotherhand,Hafez(2007:113)believesthatPeoplewhospendalotoftime romping around in the global spaces of the Internet can expand their


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knowledgeoftheworldinalldirections.Butthereisnoguaranteeofauthenticity. Andthepresentresearchattemptstoobtain indicationsastowhereGreekCypriotyouthstands inrelation to thesecontradictory,at times interpretationsofyoungpeoplesrelationshipwithsocialwebsitesinparticular. Of course, itmustnotbe leftunsaid that socialwebsites themselves,andFacebook inparticular,havebeen topicsofcontradiction. FacebookhasbeenblockedintermittentlyinseveralcountriesincludingSyria,China,VietnamandIranandhasalsobeenbannedatmanyplacesofwork tostopemployeesfromwastingtheirworkingtime.Privacy,accordingtoWikipedia(http://en.wikipedia.org/wiki/Facebook),hasalsobeenanissueandithasbeencompromised several times. On another, evenmore serious account therehavebeenwarnings, likethatofRomanCatholicArchbishopofWestminsterVincentNicholas, Englands top Catholic bishop, that Facebook and othersocialnetwork sitesmay lead teens to commit suicide,with theArchbishopwarningthatsocialnetworkingsitescandamage intimaterelationshipsandleaveteenagerswithoutstrongsocialties(Ibid). 5.OnlineConsumershipandProfessionalPursuits Consumptionintodayssocietyhasasignificantimpactonandmeaningfortheindividual:itbecomesameansbywhichpeoplecommunicateandinteract.Consumptionispartofchildrensandyoungpeopleseducationandsocialization,andplaysaroleinthedevelopmentofidentityandselfimage(Benn,2004,p.108). Althoughencouraged tobe informedand rational consumers,withtheavailabilityandeasyaccessofonlinecommerce,consumerism is likely tobe foremost characterizedbyglobalization. And socialnetwork sites can be used to promote particular aspects of consumption connectedtobothmaterialandnonmaterialaspectsoflife. Facebook launchedGifts on February 8, 2007. This allows users tosendvirtualgiftstotheirfriendsthatappearontherecipientsprofile. Giftscost $1.00 each topurchase and apersonalizedmessage can be attached toeach gift. Additionally onMay 14, 2007, Facebook launchedMarketplace,which letsuserspost free classifiedadvertisements,anadditional consumerservice,besides theadvertisements listed in itspages linking theuser todifferent relevant sites for ordering goods. Job information also seems to beavailableonFacebook asdifferent employersmay advertise theirpersonnelneedsandvacancies,differentgroupsmaybe involved inproviding jobandprofessionalinformationandadlinksmayalsoleadtojobadvertisements.


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6.ThePresentResearchProject InCyprus, 82% of thepopulation aged 1624 has skills in using thecomputer and the Internet (Eurostats, 2009). A study conductedon collegeand university students in Cyprus (Papaioannou and Roussou, 2009) hasfoundthatabout89%ofthestudentpopulationaccesstheInterneteveryday,resultinginanaveragetimeof2.2hoursontheInternetdaily.Withregardtosocialnetwork sites,whereas information from the Internetas to theuseofMySpace inCyprusdoesnot seem tobe forthcoming, figuresas toFacebook use inCyprus (www.allfacebook.com) appear to be quite informativefromdifferentangles,asfollows:NumberofusersonFacebookinCyprus:258060NumberofmaleusersonFacebookinCyprus:133380NumberoffemaleusersonFacebookinCyprus:113580PenetrationinCyprus:23.79%OnlinepenetrationinCyprus:77.03%Further informationas toagegroupuseofFacebook inCyprusgivesus thefollowingpercentages:UserAgeDistributionFacebookCyprus1315=11%1617=9%1824=30%2534=30%3544=12%4554=5%5564=2%65+=1% Thefact,thatthebiggestpercentagesofFacebookusers30%areagegroups1824and2535wasverygood justificationforexploringthe issueofsocialwebsitesandyoungpeoplesdevelopingidentities.UseoftheInternetandsocialwebsitesinparticularhavebeenreinforcingthetheoryofsocialandcultural globalization, a spiritofthetimes development which essentiallybearsonthetransformationcontinuumofcollectiveconsciousnessintosocialrepresentations.

11%9%

30%30%

12%

5%

2% 1% Facebook Cyprus13-1516-1718-2425-3435-4445-5455-6465+


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The term collective consciousness (http://en.wikipedia.org/wiki/Collective_consciousness)seems tobegoing fromsolidarityattitudesandmemestoextremebehaviourslikegroupthinkorherdbehaviour.Ithasdevelopedasawayofdescribinghowanentirecommunitycomestogethertosharesimilarvalues.AccordingtoCastells(2004,p.57),ontheotherhand,itisproposedthatformally,arepresentationcanbecharacterizedas therelationbetweenthreeelements:subjects,orcarriersoftherepresentation;anobject,activity,orideathatisrepresented;andaprojectofasocialgroupwithinwhichtherepresentationmakessense.Manythinkersofcourseadmitthatthetheorizationofsocialrepresentationswas inspiredbyEmileDurkheimsnotionofcollectiverepresentations. Howmuchthendosocial(collective)representationsgointothemaking,theshapingandreshapingofyoungpeoplesidentitiestoday,inthecontextofaterritorializedhistoricityversustheregularandextensiveuseofsocialwebsites that offer them common experiences, activities, projects, ideasandchallenges?Animpressivescaleoflifeexperiencestoentertain,totraininsharing to train in communication transborderwise? A livedworld online/offlinewithspecific themes thatawait tobeconceptualized in the lifestyleofyoungpopulations? Thesearecommonquestionsthatmatterforallyouthtoday. ForCyprusyouth, theyaremoresignificant,as the islandhasbeen invaded,partitioned and semioccupied formore than one generation now 37 years.Aperiod during which the two main ethnicities in the island i.e. GreekCypriotsandTurkishCypriotshavebeenlivinginterritoriallydividedareas.Ethnicityisapowerfulpillarofnational,socialandculturalidentity.AccordingtoManuelCastells(2004,p.57)ethnicityisbeingspecifiedasasourceofmeaning and identity, to be melted not with other ethnicities, but underbroaderprinciplesofculturalselfdefinition,suchasreligion,nationandgender.On theotherhand, thehistoricalcontext inwhichpeopledevelopandprogressplaysaveryimportantroleinshapingthecollectivememoryofpeople. Thesereasonsprovideadditionalchallengefor looking intothe identityandthecollectiveaspirations,lifestylesandempowermentofyoungpeopleinCyprus today, as a recent bicommunal research report conducted by theUniversityofNicosiaand theCyprusSocialandEconomicResearchCentre(KADEM)did recently (Overview,2009: UnitedNationsDevelopmentProgramme, Youth in Cyprus: Aspirations, Lifestyles & Empowerment,hdr.undp.org/en/reports/nationalreports/cyprus_hdr_2009_en.pdf). The re


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searchwasconductedbetween20072009,asapartoftheYouthDialogueProjectedsupportedby theUnitedNationsDevelopmentProgramme,andeventhough someof the conclusionsof this reportmaynotbeardirectly on thepresentproject,theydogiveusanideaoftheprofileofCypriotyouth.WithregardtotheidentityofyoungCypriots,theresearchersconsiderthat:

TheissueofidentityamongCypriotyouthisneithersimplenorclearcutandiscomplicatedbytheislandshistoryofcolonization,identificationwiththerespectivemothercountriesandtheenduringdivisionbetweenthetwomaincommunities.

Soapproximately twothirdsofyouth from the twocommunities feltmoreMediterraneanthanMiddleEasternorEuropean.

A closer examination ofwhat the term Cypriot signifies to youngpeoplehighlights that,astriking86%ofGreekCypriotsandacorresponding55%ofTurkishCypriots,whenusingthetermCypriotrefer exclusively to GreekCypriots or TurkishCypriots, respectively.Thus,thetermCypriotseemstobeusedbymostyoungpeopleassynonymoustotheirownethniccommunityandnottoallCypriots.

Further findings in this report indicated that the family still has astrongholdonyoungpeople,afactthatmayneedtobemorebalancedwiththeindividualempowermentofyoungpeopleandthatmanyyoungpeopleinCyprus feel they are cast in the roleof subordinate citizensby thepoliticalagendasofpoliticalpartiesandinstitutions.

7.Objectives The present research aimed at exploring thedifferentdimensions ofthedeveloping identitiesofCypriotyouth, inmodernCyprus,amemberoftheEuropeanUnion, inthecontextof theirhistoricalandgeographicalrealities, inassociationwith theuseofsocialnetworkwebsitessuchasFacebookandpossiblyMySpace,even though fromexisting statistics the secondonedoesnotseem tohavemanyusers inCyprus. Gannouchi, inCastells (2004,p.13) remindsus that theonlyway to accede tomodernity isbyourownpath, thatwhichhasbeen traced forusbyour religion,ourhistoryandourcivilization.Circumstancesbeingwhattheyareaswesawabove,identityisa challenging theme especially among the developing young population ofCypriotstoday.Thischallengewastreatedbythepresentresearchersintwopreviousstudies,quoting fromwhichwill furtherplace thepresentresearchinfocus.


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InaresearchpaperentitledTheInternetandYoungPeoplesSociability: ContinuumsorReversals? (2006),oneof themain findings associatedwith the sociability of young peoplewas that spendingmore time onlinewouldleadtomorediscussionswithfriendsandwantingtobelongtoaclubor society, but also increased verbal aggression and a tendency fordepression(p.203). InasecondresearchprojectonYoungPeopleandNewCommunicationTechnologies:CrossmediaConsumptionanditsEffectsonCognitiveandAffectiveDevelopment(2008),someoftheconclusionsseemtobeofinteresttothisstudy:InspiteofEuropeanizationandglobalization,thecelebrationof the endofnationalism,asmentioned earlier, seems tobepremature(p.256).AndOneofthemostworrisomeaspectsthoughintheresultsofthissurveywhichdeservesfurtherresearchisyoungpeoplesavoidancetocontributetothepublicsphereinreallife,asveryfewseemedtobeactiveinanyspecificsocial,political,orculturalareas(p.264). The focus in this project being identity of youngGreekCypriots, inassociationwiththeuseofsocialwebsites,especiallyFacebook,itwasconsidered worthwhile to attempt tracing any possible elements of collectiveidentity,asMelluciinEscobar(1992,p.72),definesit,asharedunderstandingofwhatwecanandwilldo,orwhetherinspiteofthecommonuseofsocialwebsiteslikeFacebookwherecommunicationcanbefrequent,ubiquitousandsystematic,thissenseofcollectivenessorgroupidentitylacksindepthorcontinuity, either online or offline. Additionally, to repeatwellaccepted statements,fromthesociologicalpointofview,identitiesareconsideredtobeconstructions,andasCastells(2004)proposestheycanbeconstructedfrommaterials of history, geography, biology, productive and reproductive institutions,collectivememory,personalfantasies,powerapparatusesandreligiousrevelations. 8.Method Having a backdrop of researchwith a statistical thrustmore than aqualitativeapproach,itwasconsideredthataqualitativeapproachthroughanopenendedconversationwitheachintervieweewouldbeused.Suchefforttoinvestigatetrends,tendencies,orevenindicationsastotheidentityofyoungusersof socialwebsites couldgiveusadifferentperspectiveperhaps to theidentitiesofyoungGreekCypriots.Eventhoughinterviewsmaylackingeneralizability, theycangive theopportunity to the interviewees to talkabouttheir livedworld,express theirviewsandopinions in theirownwordsand


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talkabouttheirhopesandtheirexpectationsinlife.Againevenifqualitativeinterviewinglacksintheconfirmationofquantitativedatavalidity,theyofferthe interviewer (and the wider public) the opportunity to understand theworld from the subjectspointsofview, tounfold themeaningsofpeoplesexperiences, to uncover their lived world prior to scientific explanations(Kvale,1996). Andastheobjectivesofthepresentpaperarethemeoriented,thepersonalinterviewwasconsideredasuitableresearchtechniquetoinvestigate the feelings, themeaningsand the interrelationsbetweenonline andoffline conceptualizations connected to the developing identities of youngpeople. Aseriesof interviewswereconductedwithstudentsofUniversityofNicosia, aged between 18 25.Twentyseven studentswere chosen at random,17femaleand10male. Thesample includedoneTurkishCypriotandfour exchange students studying in the Erasmus programme. SevenwereM.A.studentsand20wereundergraduatestudents. The agendaofquestionswas semistructured,withdiversions in thedialoguebetweentheinterviewersandtheinterviewees,astheconstructionoftheir lifeworldrealitieshad tobemade through the linguisticconversationswhich sought todialectically cover,asmentioned in the introductionof thepresentpaper,butwerenotlimitedtothefollowingareas:

UseofFacebookandMySpace,vs.othermedia,especiallytelevision Habitsofconsumership Jobsearchingandadvancementofprofessionaldevelopment Votingandpoliticalparticipation ParticipationincivicandactiongroupsOnlineandOffline AttitudestowardsTurkishCypriotsandotherculturesintheisland AttitudestowardsafuturecoexistencewithTurkishCypriotsinauni

fiedstate Theaboveareas(orthemesofconversation)werechosenasimportantaspectsofthelifestyleandbehaviourofyoungpeopleinCyprustoday,intheparticularpoliticalandtechnologicalcultureinwhichtheyhavetoadaptandgrow,withacontinuousefforttosituatedialecticallytheirhumanactivitiesinasocialandhistoricalcontext.Cyprusculturetodayisgoingthroughaperiodoftensionandtransitionforallthepopulation,butiscertainlymoretaxingforyoungadolescentswhoarecalledtomoveonfromthestatusofanislandertothatofaEuropeancitizen,fromastateoftheircountryspartitiontoaplausiblesolutionoftheCyprusproblem,andfromtheanalogmediaofradioand


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television todigital technology and the ever enlarging embrace of Internetbasedcommunicationtechnologies. Numbers inpersonal interviews areofnoprimary consequence,butthequalitative textwhichmaydevelopcan impart to thereader the feelingsandattitudesoftheintervieweesaswellastheirconceptualizationofthepracticestowhichtheyconfessandaboutwhichtheydiscusswiththeinterviewer.So it is the responses and the interpretations of phenomenawhich are exploredintheentireframeworkoftheobjectivesestablishedbytheresearch. 9.IndicationsandFindings UseofFacebookandMySpace Initiallyitwasestablishedthat:21outof27donotuseMySpace;5neveruseFacebook;22useFacebookand3donotwatchtelevision. Consumership Thetypesofproductstheyusuallybuyarethefollowing:Online:Clothes, tickets, books, books fromAmazon.com, electronics, gifts,flowers, shoes,watches, jewelry, andDVDs andCDs from ebay and fromAmazon.comOffline:Fashion,shoes,bags,jewelry,food,busandairtickets,anduniversitybooks Someoftheproblemstheymentioninbuyingonlineareissuesofsecurity, theft,havingacreditcard (whichsomedonot)and theyalsoseekconfirmationfromfriends,beforeordering. MostoftheresponsesaboutfollowingsitesofadsinFacebookwerenegative.Buttheydobuyfromonlineads:IfIbuyonline,IgotoebayorAmazon.StillIbuymoreoffline.Butonlineshopping isagoodalternative forme.1No, IhaveneverboughtanythingthroughFacebook. Idonttrustthecompaniesadvertisedthere. Iamthinkingofgettingan internetcard touseonly for the Internet.Ihavenoticedthoseads.Butneverboughtanything.IdontbelieveintheInternet.Idontthink it is reliable. Yes, Ihaveheardpeoplebuying fromAmazon.com,butnevertriedmyself.AndIhaveneverboughtanythingfromFacebookbutIusedtobuybooksfromanItalianwebsite.Booksthataredifficulttofind.I

1Allthecommentsandquotesaretakenfromtheseriesofinterviewsgiventotheauthors,NayiaRoussouandTaoPapaioannourecordedduringDecember,2009.


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prefertobuythingsofflinebecauseIliketoseephysicalthings.Iprefertogotostoresandtouchthings,evenforbooks. Theabovetenorwasalmostuniformthroughoutalltheanswersastoonlineshopping. Physicalcontactwiththeproductsseemedtobepreferableformostintervieweesandsomewentsofarastosaythatiftheyspentmoneybuyingonline thingswhichwerenogood, theirdad couldbemad, remindingus of the strong ties in theCypriot family today and theneed formoreempowermentandindependenceofyoungpeople. Theepitomeaboutbuying onlineversus offline is summedup in the following two lines,perhaps:Youcantalways trustonlineadvertising. Youneed tosee theproductswithyourowneyes. PursuingJobInterests Somerespondentsdidcheck the internet foreithershortterm jobsorforprofessionalemployment. ThreementionedJOBCYPRUS.COM,whileoneintervieweewastryingtobuildhisownblog.One felt thathewasnotcomfortableputtinghisCVonlineinanefforttofinda jobandanotheronementionedthatsomeofhisfriendsfoundjobslikeplayinginabandorworkinginacoffeeshop,whileathirdonefounda jobinmodeling.Thewholediscussionbroughttothesurface a general distrust in job advertisements online, except for the Cyprusgovernment site, fromwhich one respondent got a job in the police force.They looked for jobsmoreoffline, in the traditionalmediaofnewspapersormagazines, even though one interviewee stated that shewas amazed thatsomeofher classmates inCyprusonlyusednewspapers andmagazines assourcesforjobs. VotingandCivicEngagement,OnlineandOffline Sixteen intervieweesstated that theyvotesystematically inpoliticalelections and agoodnumber stated that theybelong to eitheronlineor offlinegroups.Veryfewbelongedtoboth.Moreanalytically,astovotingdecisions,therewasagenerallystrongfeelingthatsomebodywhorespectshisorhercountrymustvote,ortheywouldvotetomakesurethatthesuitablepersongetstheposition.Butthatwasthemaininterestofthesampleinthepoliticallifeof thecountry. Theymainlyavoidedbelonging topoliticalparties,withabouttwoexceptionsandwerecriticalofpoliticalleadersandinstitutions,inavery direct and criticalmanner: I am against political partyism, because Idontbelievetheycanbeofanyhelptoyouortoanycampaign.Thepoliticalgroupscareaboutpromotingtheirpartyaboveallandusuallyleadtonation


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alism. But the only TurkishCypriot participating in the projectwas verydefinitive about political affiliations, in his answer about political involvement, incontrast tohisvotinghabits, forwhichhehadgood reasons:Yes,becauseIhavealways been interested in politics, I jointhesegroupsinreallifeaswell. No, Ihavenevervoted inelections. I live in theNorthernsideofCyprusandthereisTurkishcontrolfromTurkey. OnlineGroupInvolvement: Inspiteof the respondentsdisinterest anddistance frompolitical involvement,theyseemedtobepositiveinparticipatinginphilanthropicactivitiesonlinesuchasjoininggroupsonviolenceagainstwomen,minorsandanimals,groupsabouthealth issues,cancerpatientssupportgroups,orsigningpetitionsasinthecaseofthestealinginDecember,2009,ofthecorpseofthelateCypriotpresident,Dr.TassosPapadopoulos. Twowerealsoactive (oneonthewaningside)inGreekCypriot/TurkishCypriotrapprochementgroups.Offlinetheyseemedtocontributetophilanthropicmoneyerrands,blooddonations, recycling, the Red Cross, AIDS support groups, the bicommunalplatform, and animal and environment protection groups,while three respondentsstatedtheyhadpersonalhobbieslikewritingverses(andjoiningarelevantonlinegroup)ordanceandtheateractivities. Their civic participation did not seem to extend to global Causes,either on Facebook, as a socialwebsite, or on any other appropriate sites,whereglobalissuessuchasstarvationofchildren,orcrucialenvironmentaloreconomic issuesweredealtwith. Theirpublicsphere interestsseemed tobelimitedtotheirlocalrealitiesandpossibilitieswithanabsenceofacampaigningspiriteitheronlineoroffline. RelationshipswithTurkishCypriots Theintervieweesseemedtohavemeteitherintheuniversity,orearlierin lifewith TurkishCypriots, but the theme running throughout the interviewswasoneofskepticismandmistrust,notsomuchbecauseoftheyoungpeoplethemselves,butbecauseoftheeventsthathadoccurredin1974. Paradoxically enough, theirmeetingswithTurkishCypriotswere inreal lifenotonline online, they chosenot tokeep contactwith them,eventhoughtheycouldhavedonesofairlyeasily. Apparentlybecauseof(admitted)prejudiceinmanyoftheirstatementswhichweproposetolookatinthesection that followson thediscussionof the resultsand indicationsderivedfromthe27interviewsoftheproject.


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10.DiscussionofResultsandIndications Themethodchosen for thisexploratoryresearchproject,asstatedalready,doesnotdependonstatisticaldata,asthesamplewastoosmallforanystatisticallymeaningfulorvalidconclusions. But thisbeingaqualitativeresearch report, the intensity, thephraseology and the frequencyof the statementsmadebytheintervieweesprovideabackgroundwhichcangiveusindicationsofhowyoungadolescentCypriotsformulatetheiridentitiestodayinachangingworldandinachangingCyprus,withtheactiveinclusionintheirlifeworld,ofonlinesocialwebsiteslikeFacebook. Cypriots, because of their geographical location and their multiplecommunityconstituents,havealwayshadthetendencytohavemultipleidentities.ButontheGreekCypriotside,throughdifferentresearchprojectsinthelasttenyears,moreespeciallyaftertheinvasionandoccupationofCyprusbyTurkeyin1974,onecanobserveagraduallycrystallizingidentitywhichcamethroughinthisseriesofinterviewsaswell. The interviews established, for a start that themajority of the interviewees(22outof27)useFacebookandthemajorityagain(21)donotuseMySpace. Quiteanumber(14)dobuyonlinebutmostdoitthroughotherwebsiteslikeebayorAmazon.com,notthroughadvertisementlinksonFacebook.Butboththosewhobuyonlineandthosewhodonot,haveexpressedstrongreservationsastopurchasesontheInternetwithregardtoqualityofproducts,safetyoforderingwithouthaving a corporeal senseof theproduct and thedisadvantagesmostly, versus the advantages of ordering online, instead ofbuyinglocally. Notmanytriedtofind jobsonlineandeventhosewhodidonlyusedtheofficialgovernment siteor confessed to finding subsidiary jobs, likeoffhandmodelingorservingcoffeeinacaforplayinginaband. Regarding their interest and participation in different causes online,tenofthemwereinvolvedindifferentgroupsonissues,forexample,protectionof animals, theRedCross, anticancer, Internet addiction,protectionoftheenvironment. Interestingly,therewasonegroupthataimedatcollectingsignaturesaboutthestealingofthecorpseofformerCypruspresidentTassosPapadopoulos;theTurkishCypriot intervieweewaswithgroupswithpolitical interests and an exchange student from theU.S.with a Back toSchoolsupplycharitycollection inhisowncountry. These intervieweeswerenotinvolved in relevantorother civicactivitiesor causesoffline,except for the


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TurkishCypriotandoneGreekCypriotwhoarealso involvedwithpoliticalgroupsoffline. Someof the commentsof those intervieweeswhodonot join causesonlineareworthnoting:Causes,Idontfindtheminteresting.Or:IguessIlike to be approached instead of seeking out people interested in commoncauseswithme. Idont see thepoint. What Ido andwhat I contributedontgowellwiththose(environmental)groupsonFacebookIdontthinktheyareuseful.There isusuallyno interactionandyouare justamember.IalwaysgivemoneytoRadioMarathon.Thisisbetterthandonatingmoneyonline. Youseewherethemoneyisgoing. TheexchangestudentfromtheU.S.pointedafingeratolderpeoplerunningorganizations:Ialsobelongtoabreast cancer group in real life aside from causes and philanthropic eventsonline,althoughIdontdirectlyworkwiththem.Iprefertoestablishacauseonmyown. Whenyouworkwith theseorganizationsrunbyolderpeople,theyareusedtoworkingincertainways,Idliketogoaboveandbeyond. Contrariwise,somewereinfavourofonlineinvolvement,notoffline:Online,yes (belonging togroups)butnotoffline. Im too tiredwhen Imdonewithmyworkandclickingbuttonsiseasier.Andpoliticalinvolvementeventhoughveryrare,whenpresent,wasexpressedbothonlineandoffline:Yes,IdobelongtoapoliticalpartyandIalsojoinitonFacebook.ItiseasieronFacebookasyoudecidethehoursyouaregoingtocontactthegroupyourself,asyoumaybebusywithdifferentthingsduringtheday. This lackofpolitical interest andparticipation seems to resonate theconclucionofHafez (2007,p.100) thatthere isa chasmbetween increasinginternationalinteractionandtheNetsmeagerpoliticalrelevanceandpoweromobilize.Thiswebcreatesavirtualworldwhichoftenlacksacorrespondingrealworldcounterpart. Onanotheraccount,one interviewee(anM.A.student)belonged toagroupwhere theymanaged theirown restaurantandgradedeachother fortheplatestheyserved.Shestartedoffwith800friendsandthenlimitedthemto140,butcouldntreally livewithoutFacebook,hercorporealfriendsbeingverylimited.Actuallyatonepointshepausedandasked:Doyouthinkthisisapsychologicalthing?Anotherinterviewee(aworkingprofessional)hadavirtualadoptedfishpetwhichshefedregularly,butconfessed to lovingheractualhousepetmore than thevirtualone. Onewouldwonder if theydidrevealtheirrealidentityonFacebookduringtheseactivities.


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Thegeneralfeelingonegetsfromtheselfstated interestsofthe intervieweesinparticipatinginorganizedcivicinterestgroupsororganizationsisanegativeimpression.Thislackofinterestofcourseonbehalfofyoungpeopleincivicactivitiesistodayaworldphenomenon.InCyprusithasalsobeenestablished by the Cyprus Human Development Report (2009, p.87):Thelargestpercentageofparticipantsby far (55%ofGreekCypriotsand48%ofTurkishCypriots) admitted that theydidnot activelyparticipate in any organizationorassociation. Regardingthepoliticalinterestandinvolvementoftheintervieweesinthepoliticallifeasexpressedinvoting,outofthe16whostatedvoters,someof the interesting commentswere as follows:If you respect your country,yourtraditions,giveyouropinionthroughvoting.InCyprus,ifyoubelongtoapoliticalpartyyoudontwanttopubliclyshow it. Itwill limityourcareer. Anexchange student said: Iused tovote,notnow,as Ihavebeenawayfrommycountryforsometime. Somevotedwhat theirparentsdid, somewere independent in theirvotingdecisions.Nineintervieweesstatedtheybelongedtogroupsonlyoffline,butasidefromtwowhowere involvedwith bicommunal activities and twowith politics(bothonlineandoffline)therestwereinvolvedwithdancingandthetheater,blooddonation,radiomarathondonationshobbies,protectionofanimalsandtheenvironment,recycling,breastcanceractivities.Amixture,inotherwords,ofpersonalinterestsandcivicengagementonatransitionalbasis.Astotheirrelationshipswith friendsonlineandoffline,mostof them,even thosewhohadmany friends online, expressed their clear preference for their offlinefriends and for GreekCypriot friends, as well as pointing out that theirfriendsonlineweremostlypeopletheyalsokneworhadmetanyhowinreallife:IwouldsayIhavedeeperfriendlyfeelingsformyreallifefriends,aswegoouttogether,wemeetsocially,thereismoretrustinthem,aswemeetfacetoface.Idonthavemanyfriendsonline.Myfriendsarearoundme,inreallife. TheyaremostlyCypriotsandtheyarefromtheuniversity. IhavealsometsomewhocamefromTexas,AmericaintheErasmusprogrammeandwetalkedabouthowtheylivethere.IdontmakefriendsonFacebookwhomIdonotknow.EventheinternationalonesarepeopleImetfirstinreallife. Alltheaboveisconsistentwithexistingresearchevidenceontheinterfacingofonline/offlinefriendsandcontactsinthatonlineandofflineinteractions interface insuchaway thatFacebookuserssearch forpeoplewhoare


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alreadypartoftheirsociallifemorethanbrowseforstrangerstoexpandtheirsocialexperience(Lampe,EllisonandSteinfield,2006). RegardingtheuseofMSNandwhethertheintervieweesknewallthepeopleonMSN:Yes. Whether Imet themrecentlyorknew thembefore, IknowthemallandtheyareallGreekCypriots.AnintervieweewhodoesntuseFacebookatallsaidsheisnotinterestedinthesite:IhavefriendsandItalkwiththemandIseethem.Ihave13friendswhoareonFacebookandIknoweachoneof themwelland Isee themoffline. Youcan ignorepeopleonline easily,butnot sooffline. Idont trustpeople easily. TheTurkishCypriot interviewee said: I have never tried tomeetGreekCypriot s online.IhaveneveraskedmyGreekfriendsiftheyareonFacebookandtheyhaveneveraskedme. Oneoftheexchangestudentscommented: Mostofmy friends are Europeans,NorthAmericans andArabs. No, I dont havemanyCypriot friends. Theydont seem towant to interactmuch. I sometimesfeelthattheyareabitstuckup.Ialsodontcaretohavealotoffriendsonmyfriendslisttoshowoff.Severalinterviewees(aminorityof45)statedashavingonline friends theyhaventmet inreal life,nonGreekCypriotsaswell,includingAmericans,Europeans,Canadians,Chinese,andSpanish. 11.RelationshipswithTurkishCypriots Perhapsthemoststrikingsequenceofthegroupsanswersbecauseofitshomogeinitywas thesequenceaboutOtherness,andmoreespecially, theTurkishCypriotOthers,andaboutfeelingsof ethnicityornationalism, thesituationofdivisioninCyprusbeingwhatitis.AllGreekCypriot interviewees 25admitted to thinkingaboutThemandUs re theTurkishCypriots and themselves and somedid not hesitate toelaboratewithdifferentstatements:

Yes.Yes. Maybe it iswrong,butoftenenough. Especiallyafter theopeningof thebarricades tonorthernCyprus (in2004) they (TurkishCypriots)comeoverandtakeourjobs.Yes,IdofindmyselfthinkingaboutMeandtheOtherstheTurkishCypriots. Inmyparty(political),therearepeoplewhoareextremistsandIamnotanyhow,oneofthem.Ihaventgonetotheoccupiedareashoweveranddonotintendtogo.Yes,Ifeeltoagreatextentthatmyidentityisterritorial.ItisconnectedtothepartofCyprusinwhichIlive.

Yes,IhavetwoTurkishCypriotsonFacebook,butIhavenevermetanyTurkishCypriotsinreallife...Ihavesomeprejudiceagainstthem,


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onemightsay,fromwhatIhearfrommyparentsYes,IdofindmyselfthinkingintermsofWeandtheOtherTurkishCypriotsandIcansay I feelracistenough. Ibelievewearesuperior to theTurkishCypriots,wehavemorejustice.

Yes,Imet2or3TurkishCypriotsonline,butnotinreallifeandeventhough Ibelieve in coexistencewithTurkishCypriots, IhavenevervisitedtheoccupiedpartofCyprus.

IhavenotmetanyTurkishCypriotsonlineandno, Iamnot interestedindoingit,asIdontthinkwehaveanythingtosayandIamnotinterestedinmakinganefforttomeetthem.IfIhappentomeetsomebodyandheturnsouttobeagoodperson,IcouldchangetheimageIhaveinmymindabouthim.Someofthemhaveproblemswithusbutitdoesntmeanthattheyarealllikethat.

Toacertainextentwecanlivewiththem,butyesIdothinkofUsandThemandIhaventvisitedtheoccupiedareas.IdontwanttoshowmyIDorpassporttoentermyowncountry.Ibelievemyidentityispancyprian,butyougotothebarricadeswithyourIDcardasaCypriotcitizencomingfromthewholecountryandyouareturnedintoaCypriotvisitorof theoccupiedareas,where thereareoccupyingarmies.

I dont feel strongly about other cultures in Cyprus, but there aremanythingsseparatingusfromtheTurkishCypriots.Tocoexistwiththem,wouldbeverydifficult. Only if the factorof religionbecomeslesspowerful. Language too,butmostly religion. Canyou imagineChristmastime,havingtoanswera3yearoldchild,whyyouhaveaXmas treewhile his little TurkishCypriot friend doesnt have one?Thisisverycrucialinourlives,Ibelieve.

No,Idontwanttopresentmypassport,Idontrecognizethem. HereisanexcerptwithverystrongviewsonOthernessthatresonatestheviewsofthemajorityifnotofalltheinterviewees.DoyouknowanyTurkishCypriots?Yes,Iknowagirl.Whatdoyouthinkofher?Herviewsaremoresimilartoours,thantheviewofaTurkishgirl.(PresupposesthattheviewsofaTurkishgirlareradicallynegative)DoyoubelievethatwecancoexistwiththeTurkishCypriots?


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Yes,onageneral level. Ipersonallyhowever,believe that itwouldbedifficult,aswe,asageneration,areveryclosetotherecenteventsinCyprusandweareemotionallycharged.Maybelatergenerationswhowillnotrememberorbetoldabouttheeventsasweare.Haveyouvisitedtheoccupiedareas?No.Irefusetopresentmypassportforcontrolnotbymygovernment,inmyowncountry.Iconsideritillogical,eventhoughIhaverootsintheoccupiedareas,asmyparentscomefromFamagusta.HaveyourparentsvisitedFamagusta?Yes,theyhave.Toseetheirhouse.Whatwastheirexperience?My father was offered coffee by the Turkish Cypriot now occupying hishouse.Butthisdoesntchangethings.Hehastakenoverhishouse.Formeitsdifferent.IdontwanttovisitKyrenia,Famagusta,Morphou,asIneverlivedinthembefore.Idontknowthem.Thatiswhy,yesIdontidentifywiththemandIfeelmyidentityisterritorial.ItisrestrictedtothispieceofCypruswhereIlive.DoyoufindyourselfthinkingintermsofUsandThemastoTurkishCypriots?Yes,andIbelieveallGreekCypriotsdoit.Itisnatural.AlsoastoothercultureslivinginCyprus?Yes.Iamaracist.Canyouexplainthat?Yes.IdontbelievethatweasGreeksaresuperiortoothercultures,buttherearetoomanypeoplefromothercultureslivingtodayinCyprus.Itisturningintoacolony.Forsuchasmallplacetohavesomanyaboutonethirdofitspopulation coming from other countries and cultures, thisposes a threat.Thatsomeday,wewillbecomeaminorityandalltheothersamajority.Do you ever catch yourself thinking of UsGreekCypriots and Them,TurkishCypriots?Yes.Doyoualso think thatofothernationalities inCyprus, likeArmenians,Maronites,Asians,Arabs?Notsomuch.WhyspecificallythentheTurkishCypriots?


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Itisourhistory,thewaywehavebeenbroughtup.Youngpeoplelikeme,arenot,wearenottobeblamedforwhathappened.Butthingsmustchangebeforefeelingschange.Imustfeelandtheymustfeelthatwearefamily.RightnowIdontfeelthat.IfeelaGreekCypriotandlookonthemasTurkishCypriots.Doyoubelieve theunsolvedCyprusproblem isverymuch responsible forthis?Yes,Ibelieveso,verymuch. IdontknowanyotherTurkishCypriotsasidefromthethreeIhavementioned.Yes,Idodiscriminatebetweenthemandus.YesIdobelievewecancoexist.AstoothercultureslikeAsians,Pakistanis,RussiansinCyprus,them,Iconsiderascompletestrangers.WithTurkishCypriotswehavemoreincommon.Yes,Ithinkinthoseterms.IbelieveitisbecauseoftheTurkishinvasionandallthestoriesthathappenedthenaboutwhichwehearfromourparents. Astotheexchangestudents, it is interestingtoobservethattheyalsothoughtintermsof UsandThem,sayingthattheyhadbeeninfluencedby theGreekCypriotstudentsandsocietyand that thebackwardnessof theothersidereinforcesthisnegativethinking. 12.Conclusions Buying through the Internet, althoughpresent,didnot seem tobe averystrongtrend.Contrariwise,therewerestrongreservationsasregardsthequality,thestandard,ifnotthepriceoftheorderedgoods.Solifestylehabitsofbuyingfromshopsorthroughthetraditionalmediaadsseemedtoprevailasyetamongthesample. Jobseeking and professional pursuits on the net and especiallythroughFacebookdidnot,eitherseemtobeamainpointofinterestwiththeinterviewed sample,who seemed to be very focused as towhat theywerelookingforandwhere,asregardsthepursuitofemploymentorthefurtheringof their professional engagement. The way they spoke about jobs tracedthroughFacebookmodelingandservingcoffeealso insinuatedahiddendoubtaboutjobseekingonFacebook,orontheInternetgenerally. ParticipationineithertheCausesonFacebookorothersimilarseriousgroupactivities,onFacebookor incivicactivities inactual lifeagainseemedtobelimited.Thesampleseemedtobeinvolvedrathersuperficiallyinoccasionalphilanthropicgestures,likecontributingmoneytocollections,orsign


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ing for some kind of protest, but very few were consistently involved ingroupsthattriedtotackle,ascampaigners,eitherlocalorglobalproblems. As to political participation, even though therewas a rather strongresponsetovoting,actualinvolvementinpoliticswasverylimited,andalackoftrustinpoliticalpartiesandinstitutions,allcreatedinCyprusduringitslast50 years of independence, reminds one of Castells (2004) statement that:Whennewpolitical institutionsarecreated,orrecreated,theyaredefensivetrenchesofidentity,ratherthanlaunchingplatformsofpoliticalsovereignty.Thisreality,accordingtotheauthor(ibid:34)leadstothecreationofaculturalnationalism,whereby:..theculturalnationalistregardsthenationasaproductof itsuniquehistoryandculture,andasacollectivesolidarityendowedwithuniqueattributes. In short, culturalnationalism is concernedwith thedistinctivenessoftheculturalcommunityastheessenceofanation. Perhaps this culturalnationalism surfaced eventually in the27 interviewsofthisproject,asitbecameclearthatinspiteoftheinternetexperienceandthesubstantialuseofatransborderplatformlikeFacebook,theidentityofthisagegroupseemstobeboundupwiththelifeworldinthe territoriesoftheCyprusRepublic,not thewholeof the island,which,besides theyneverexperiencedthemselves. ToremindourselvesofManuelCastells(2004,p.57)ethnicityisbeingspecifiedasasourceofmeaningandidentity,tobemeltednotwithotherethnicities,butunderbroaderprinciplesofculturalselfdefinition,suchasreligion,nationandgender.Thehistoricalcontextoreventheterritorialhistoricity inwhich people develop and progress plays a very important role inshapingtheircollectivememory. Even in the caseswhere the intervieweeshavemetTurkishCypriotsonFacebook,theiracceptanceoftheminreallifeisverymeager,remindingusofSmithscomment(inMackayandSullivan,eds.1999,p.96)that:Thedepthandweightofnationalcultures,symbolsandideasofnationalcultures,cannotmeasureuptothosewhichpurporttobeglobal..butthelattertendtolackhistoryanddepthandarenotanchoredorsharedineverydaylifeandexperience. In thecaseofCyprus,ofcoursewecannotdescribe the localizedethnicityofGreekCypriotness,asaphenomenonofdefensivetrenchesofidentityareactionagainstglobaleliteswhichCastells(2004,p.34)marksinothercountries,butitcouldbeareactionagainsttheimmediatethreatoftheinvasionandthecontinuingoccupation,whichhasbecomeacumulativeexperi


30

enceinthecollectiveconsciousnessoftheGreekCypriots,thusaffectingonagroup level their social representations. It can, inotherwordsbeanethnicnationalismthatisdefensiveandreactive,butnotproactive,functioningasarefugeandsolidaritytoprotectagainstahostileoutsideworld(ibid,p.68)(inCyprusaneighbouring,threateningworld). This defensiveness came through very strongly when Identity andOthernesswereexplored,astheintervieweesfeltstronglythisdivisionaldifferentiationbetweenthemandtheTurkishCypriots,theentiresetoffeelingsbeingframedagainstthebackdropofaterritorialidentitythatdecriesdivisionandoccupationasillegalandthreateningfactors.Thisiswhereidentitypolitics in thecorporealworld (inCyprus) take leaveofexpectedoranticipated(globazlized) identitypolitics on the Internet and inparticular among,perhaps,Facebookusers. Thelocalidentitysupersedesanyextensionoftheselfover time and space,with reactions, responses, feelings and attitudesbeinggeneratedbythelocalgeographicalandpoliticalrealitiesontheisland,harshandunchangingforthelast37years. Theconclusionsfromthisprojectareonemoreadditiontosimilarconclusionsbyotherresearchprojectsaboutthe identityofyoungpeople inCyprusconductedduringthelast10yearsorso. In1997,inaresearchreportonTelevisionandtheCulturalIdentityofCyprusYouth(Roussou,2001,p.132)theselfstatedidentityofyoungGreekCypriots1318,showed48%feelingGreekCypriotsand18.8%Cypriots.In2006, 43% of youth surveyed (48% of GreekCypriots and 39% TurkishCypriotsidentifiedthemselvesasCypriots(CyprusHumanDevelopmentReport,2009XIV),however,acloserexaminationof the termCypriotrevealedthatastriking86%ofGreekCypriotsandacorresponding55%ofTurkishCypriots, when using the term Cypriot refer exclusively to GreekCypriotsorTurkishCypriotsrespectively(i.e.totheirownethniccommunityandnottoallCypriots. Furthermore,asmentionedearlier inour introduction,thepresentresearchersintheirpaperonyouthandnewcommunicationtechnologies(2008)cametosomeveryrelevantconclusions,whicharebeingrepeatedinthepresentpaper. Namelythat InspiteofEuropeanizationandglobalization,thecelebrationoftheendofnationalism,asmentionedearlier,seemstobepremature(p.264).And:Oneofthemostworrisomeaspectsthoughintheresultsofthissurveywhichdeservesfurtherresearchisyoungpeoplesavoidanceto


31

contributetothepublicsphereinreallife,asveryfewseemedtobeactiveinanyspecificsocial,political,orculturalareas(p.264). PerhapsCastells is right incoming to the followingconclusionaboutcontemporaryidentities.Identitieswhich,inthecontextofinternetcommunication,adoptvirtualfishpetsandengageinvirtualrestaurants,butonanintensivescaleresponddefensivelytothesituationprevailinginCypruswithitsindividual localgeopoliticalparticularities:Localcommunities,constructedthroughcollectiveactionandpreserved throughcollectivememory,arespecificsourcesofidentities.Buttheseidentities,inmostcasesaredefensivereactions against the impositions of global disorder and uncontrollable, fastpacedchange.Theydobuildhavens,butnotheavens(2004,p.68). Conclusively it is true that, asmentioned in the introduction of thisresearchpapertheInternethasprovidedanewwayofcreatingcommunitiesthatextendbeyondgeographicboundaries (Krautetal.,2002),andcanbeanewvenueforyouthtoengageincivicandvolunteeringactivitiesacrosslocalcommunitiesandnationalfrontiers.Youngpeoplecanlearnthroughitaboutpoliticallifeandexperiencethechallengesandrewardsofdemocraticparticipation (Caminoand Zeldin,2002). Nevertheless, there isperhapsreason inwhatwriterslikeHafez(2007,p.117)maintainthattheInternetisanimportantbutoverestimatedmedium,alwaysinrelationtoreal,lifeworldlocalandgeopoliticalfactors. Bibliography

Bell,B.L.(2005).Children,Youth,andCivic(dis)Engagement:DigitalTechnologyandCitizenship.CRACINWorkingPaperNo.5.Available:http:www.cracin.ca(AccessedSeptember29,2009). Benn,J.(2004).Consumereducationbetweenconsumershipandcitizenship:experiencesfromstudiesofyoungpeople.InternationalJournalofConsumerStudies,28:108116.

Boyd,D. (2008).Whyyouth (heart) socialnetwork sites:The role ofnetworkedpublicsinteenagesociallife.InD.Buckingham(Ed.),Youth,Identity,andDigitalMedia(pp.119142).Cambridge,MA:MITPress.

Boyd,D.andEllison,N.,(2007,October).SocialNetworkSites:Definition,History,andScholarship.JournalofComputerMediatedCommunication,13(1).


32

Camino,L.,andZeldin,S.(2002).Fromperipherytocenter:Pathwaysforyouthcivicengagementinthedaytodaylifeofcommunities.AppliedDevelopmentalScience,6(4),213220. Castells,M.(2004)ThePowerofIdentity.UK:BlackwellPublishing. CyprusHumanDevelopmentReport.(2009).YouthinCyprus:Aspriations,LifestylesandEmpowerment.

Hafez,K.(2007).TheMythofMedia|Globalization.Cambridge,UK.PolityPress. Kenway,J.,andLangmead,D.(2000).Cyberfeminismandcitizenship?Challenging the political imaginary. InM.Arnot& J.A.Dillabough (Eds.),Challengingdemocracy:Internationalperspectivesongender,educationandcitizenship(pp.312329).NewYork:RoutledgeFalmer. Kraut,R.,Kiesler, S.,Boneva,B. andCummings, J. (2002). Internetparadoxrevisited.JournalofSocialIssues58(1),4974. Kvale, S. (1996). The social construction of validity. In Interviews.ThousandOaks,CA:Sage Livingstone,S.(2003).Childrensuseoftheinternet:Reflectionsontheemergingresearchagenda.NewMedia&Society,5(2),147166. Montgomery, K., GottliebRobles, B., & Larson, G.O. (March 2004).Youthasecitizens:Engagingthedigitalgeneration.Washington,DC:CenterforSocialMedia, School of Communication, American University. Availablefrom: http://www.centerforsocialmedia.org/ecitizens/youthreport.pdf (Accessed 25March,2010). Papaioannou.T.andRoussou.N. (2006).The InternetandYoungPeoplesSociability:ContinuumsorReversals?InN.Leandros(Ed.),TheImpactoftheInternetontheMassMediainEurope(pp.191206).UK:ArimaPublishing Papaioannou.T. and Roussou, N. (2009). Young People and NewCommunicationTechnologies:CrossMediaConsumption and ItsEffects onCognitive andAffectiveDevelopment. InY.Pasadeos (Ed.),Variety inMassCommunicationResearch(pp.251272).Athens,Greece:ATINER. Roussou. N. (2001) Television and the Cultural Identity of CyprusYouth.UnpublisheddissertationforUniversityofCoventry.

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33

UDC004.77

DIRECTIONSANDPRINCIPLESFORUSEOF

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A: , ,, . , ,,.:,,.Abstract:ThebasicdirectionsofuseofInternettechnologiesincommercial,trading,serviceandintermediaryactivityareconsidered. Communicative opportunities and usage of emails,webtechnologies,bannersInternetadvertising,electronictradeinbusinessaredescribedandanalysed.Keywords:InternetTechnologiesEmail,InternetCommunications.


34

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44

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drOREOBRADOVI:Utjecajrazvitkamultimedijenapromjeneukomuniciranju

45

UDK:316.774:659.3

UTJECAJRAZVITKAMULTIMEDIJENAPROMJENEUKOMUNICIRANJU

THEINFLUENCEOFMULTIMEDIADEVELOPMENTTO

COMMUNICATION

drOREOBRADOVI,docentSveuiliteuDubrovniku

Apstrakt: Nakonpojavetelegrafaporukesumogleputovatibreodglasnika,alitekrazvitkomdigitalnetehnologijeprijenosainformacijadolojedonesluenogubrzanjaiostvarenjaMcLuhanovihpredvianjaosvijetukaoglobalnomselu.Informacijskiumreenisvijetnastaojevrlobrzouusporedbisprethodnimrazdobljimausavravanjatehnologija prijenosa podataka. Jedna od osnovnih znaajki mrenogakomuniciranjejeviesmjernostimogunostdapoiljateljiiprimateljiporukamijenjaju svoje uloge.Druga vana specifinost je njegovamultimedijalnostpasveviepostajetehnolokaspregarazliitihmedijakojivieilimanjekonvergirajupagasezbogtihodlikamoenazvatisupramedijem. Nastanak irazvitakmultimedijestvorio jeposvenovomedijskookruenjekojeimaviurazinukvaliteteodzbrojapojedinanihmedijakojiinesloenikonvergiranisupramedij.Kljune rijei: komuniciranje, internet, multimedija, supramedij,konvergencija,viesmjernostAbstract: The messages traveled faster from the messenger whentelegraph appeared, but unimagined and fast realization ofMcLuhanspredictionsof theworldasaglobalvillagehappenedwith thedevelopmentofdigitaltechnologyfortransmittinginformation.Networkedworlddevelopedveryfastincomparisontopreviousperiodsofattemptingtoimprovetechnologiesfortransmittinginformation.Oneofthebasicfeaturesofnetworkedcommunicationisitsmultiwaycharacteristicaswellasapossibilityofchanging rolesbetween


46

messagesenderandrecipient.Anotherimportantparticularityisthatit combinesmedia of communication thusuniting different convergentmedia.Duetothesefeatureitcanbecalledsupramedia.Emergenceanddevelopmentofmultimediacreatedacompletelynewmediaenvironmentwhichhashigherquality levelthanasumofparticularmediawhichtogethermakeacomplexconvergedsupramedia.Key words: communication, internet, multimedia, supramedia,convergence,multiwaycharacteristic

1.UvodMarshallMcLuhan usporeuje komuniciranje s prometom uope, a

poveznicamujeprvotnoznaenjerijeikomunikacijakojejebiloogranienonaprijevoz ljudi idobaraprometnicama.Podsjeadasu teknakonpojave telegrafaporukemogleputovatibreodglasnika.Udugom razdoblju toprethodi izumu telegrafa, putovi i pisana rije bili su u vrstommeusobnomodnosu.McLuhanusporeujeodvajanjeobavijestiodvrstihsirovinakakvisukamen i papirus s odvajanjem papirnatog novca od koe ili nepreraenihgrumenazlataisrebra.Zakljuujedanepostojipogodnijinaindasedefiniraelektrinodobadodasenajprijeprouizamisaootransportukaookomuniciranju, a zatim njezin prelazak, posredstvom elektriciteta, s podruja transportanapodrujeinformiranja.1

McLuhanmedijesmatra ovjekovimproduecima i estoponavljadasvetehnologijeproduujuljudskitjelesniiivanisustavkakobisepovealamoibrzina.Ponjemu,ljudiodbacujunoveproduetkeiliihuopenestvaraju,akonemoguosiguratipoveanjebrzine razmjene informacija imoikaonjezineposljediceiliusporednogprocesa.Napovijesnimprimjerimaodantikih gradovadrava, preko golemog Rimskog carstva do kolonijalnih sila,dokazuje svoju tezu da se drutvene grupacijemijenjaju, a nove zajednicestvarajuusporednospoveanombrzinomrazmjeneinformacija.2Nemoeseposve jednostavno tvrditida binjegovi argumenti bilidostatni za temeljituanalizumetodamanekedrugeznanosti,poputpovijestiilisociologije,prvenstvenozatotoMcLuhannijedokrajadokazaouzronoposljedinuvezubrzi

1McLzhan,Marshall:Razumijevanjemedija,GoldenmarketingTehnikaknjiga,Zagreb,2008.,str.83.2Isto,str.84.i85.


47

nerazmjeneinformacijaidrutvenihpromjenapaihsemoepromatratiikaousporedneprocesenakojedjelujuidrugiuzroci,izvantehnolokesfereprijenosainformacijaikomuniciranja.

No,McLuhanzapotrebeznanostiomedijima,kojojsadrajnonjegovodjelonajvie odgovara, vienego i znanosti o komuniciranju,posve jasno idovoljnoargumentiranozakljuujedarimska tehnologijanijeostvarilasvojstvarnipotencijalsvedoktisaknijecestiikotauosiguraomnogoveubrzinuodonerimskogavrtloga.Ipak,ubrzavanjeelektrinogdobanosipodjednakoruilako djelovanje za pismenog, linearnog i zapadnog ovjeka kao rimskiputovipapirazaplemenske seljane.Dananjeubrzanjenije spora eksplozijausmjerenaod sreditaprema rubovima,nego trenutna implozija iuzajamnomijeanjeprostoraifunkcija.Svimehaniziranidjeliinaespecijalistikeifragmentiranecivilizacijesredinjerubnestruktureneoekivanoseponovospajajuuorganskucjelinu.Tojenovisvijetglobalnogsela.3

2.Digitalnatehnologijazamjenjujeanalognu

Nastanku informacijskogglobalnog selaprethodila je ibilamuuvjetom elektrina energija, ali tek je razvitkom digitalne tehnologije prijenosainformacijadolodonesluenogubrzanja iostvarenjaMcLuhanovihpredvianja.Mogunostda se prvo tekst, a kasnije i slike, govor i pokretne slikeizrazepozitivniminegativnimelektrinimimpulsima,simbolinoprikazanimkaokombinacijama0i1,stvoriojeinformacijskiumreenisvijet,stvarnoglobalno selo.A sve se zbilovrlobrzo,uusporedbi sprethodnim razdobljimanastankanovihtehnologijaprijenosapodataka.

Prvo vienamjensko elektroniko raunalo nastalo je 1943. uVelikojBritaniji.NazvanojeKolos,anamjenamujebilaotkrivanjeifrikojejenjemakavojskastvaralaureajemEnigmapatentiranim1919.,azavojskuotkupljenim1929.HarryHendersonupregledurazvitkaraunalneikomunikacijsketehnologijeizdvajaraunaloENIACkojejeuAmerici1945.napravljenood19tisuavakuumskihcijevi,teilo27tona,troilo200kWelektrineenergijenasat i imalo znatno viemogunosti. Izumom tranzistora 1948. raunala sumoglapostatimanjima,troitimanjestruje,bitipouzdanijimaiobavljatiznatnoviezadatakau istovrijeme.ezdesetihgodina integriranikrugovi josuvie smanjilidimenzije i potronju struje,apovealimogunostidabi1971.izumljenmikroprocesor Intel4004koji jesadravao2300 tranzistora imogao 3Isto,str.85.i86.


48

vriti60tisuaoperacijausekundi.NedugopotomtvrtkaTexasinstrumentjepoelaproizvoditi ipove s tisuamakomponenti, to je smikroprocesoromomoguilonastanakosobnogaraunala.4

Usporednosuserazvijaliimedijizapohranupodatakapasumagnetnetrakepoelizamjenjivatimekidiskoviod1970.godine.Prvijebiopromjera20 centimetara da bi se fiziki smanjivao, a poveavao po kapacitetu da bidanas gotovo nestao jer kapacitet od 1,44MB vie ne zadovoljava potrebekorisnika,azamijenilesugamemorijskekarticesnekolikotisuaveimkapacitetom ija jedodatnaprednostnepotrebnostureajakojibi ihvrtio.PrvimosobnimraunalomsmatraseIBMPCsprocesoromIntel8088iz1981.iMicrosoftovimoperacijskimsustavom.Zanimljivo jeda jetvrtkaApple jo1977.na trite izbacila raunalo dovoljnomalih dimenzija da semoglo nazvatiosobnim, ali to nije uinila nego ga je nudila kao ureaj za tvrtke. TvrtkaXerox uvela je grafiko suelje, s jednostavnom mogunou odvlaenjadokumenta miem do eljenoga prozora sedamdesetih godina, poetkomosamdesetihApplejeuraunaluMacintoshgrafikosueljeuzeokaoosnovu,nedugoposlijenjih iMicrosoft.Danasto izgledanormalno,aliradiseovrlovelikomkoraku jer jeupravografikosueljeposveodvojilopristupraunalimakaopisaimstrojevima.Zasamonekolikogodinamultimedijalnisadrajizavladalisuraunalima,prvouanimiranim igrama iobrazovnimprogramima,pajeodsredineosamdesetihuljudskojsvijestiprevladaostavdaraunalonijetekusavrenipisaistrojnegomnogo,mnogovie.5

Gotovo od poetaka razvitka raunalne tehnologije znanstvenici sueljelimeusobnopovezatiraznaraunala injihovekorisnikekakobimoglikomuniciratiitakolakerjeavatizadatkeislatipodatke.MinistarstvoobraneSADpokrenulojevelikiprojektARPANet1965.atajeprvaraunalnamreaproradila1969.Njezino jenajveedostignue rastavljanjeporukaupaketiekoji se alju distribuiranom mreom spojenih raunala. Sve kad neka odumreenihraunalanerade,svisuspojenisostalimapaporukeupaketiimamogustizatislobodnimputovima.Paketiisu imaliadresukoja jeuzpomobrojanihpodatakakazivala odakle jeporukakrenula igdje treba stii te okojemusepaketiuuporuciradi.Naodreditubisepaketiispojiliucjelovituporukuiprimateljbijedobio,neznajuikrozkojajesvavoritaikanaleprola,niti je touostalomvanozaprimateljaporukekojemu trebasamonjezin 4Henderson,Harry:Suvremenekomunikacije,SysPrint,Zagreb,2002.,str.166.i167.5Isto,str.168170.


49

sadraj.RazvitakjeprekofrancuskogaMinitela1982.sumreenimraunalimaidalekobrojnijimterminalimaporaznimgradovimadoveodoInterneta,globalnepaketnemree.Smnogimdrugimmreamaspojenihraunala internetoddevedesetihgodina(piesemalimslovom,op.a.)predstavljamreusvihmreakojomupaketimaprolazetekstovi,slike,zvukovi,videoilisvezajednopretvorenoudigitalnioblik.Internetnijepovezaosamosvevrsteinformacija,nego ikomunikacija i tonenastari,negonovinainsustavomhipertekstasvelikimbrojempoveznicapa svakiprimateljmoe tragatiza sadrajemkojimutrebaizakojegaunaprijednemoraniznatidapostoji.WorldWideWebosmiljenje1989.kaonajveapostojeamrea,boljereenosloeniinformacijski sustav u kojemu svaka informacija ima vlastitu adresu s poveznicamapremaslinimsadrajimadostupnajekorisnicimaucijelomesvijetu.6

TimOReilyjepoeo2001.predlagatinovugeneracijuweba,aod2004.kadjeodranavelikakonferencijanatutemu,spominjeseWeb2.0,kaoplatformakojaje unaprijedila nain programiranja i postavljanja sadraja, te omo-guila poveanu multimedijalnost,povezivanjeslinihsadraja,pretraivanje,atimeikvalitetnijuusluguzakorisnike.Preduvjetjekaoiuvijekbiorazvitaktelekomunikacijsketehnologijesmnogostrukimubrzanjemipoveanjemprotokapodataka.Webkamerekoristeseod1999.aliteksusWebom2.0omoguilemedijskeprilogekvalitetomusporedivestelevizijskima,amogunostimaviestrukonaprednijima.7Video telefon,online radio,web televizija imultimedijalnamrenaglasilapostalasustvarnostnesluenogarazvojnogpotencijala. Sve je te sadrajemogue primati posredstvom osobnih raunala, ali idlanovnika,mobilnihtelefonaielektronikihzaslonarazliitihveliina,nesavitljivihisavitljivih,namijenjenihjavnojiliosobnojuporabi.

3.Usporednisvijet

JeanBaudrillardpovijestnazivakrugomNiega,tijekomkojegasuljudiosnivalirazliitesustaveNeega,tosujedanzadrugimpropadali.Ponjemujesveobmana,akisamamaterija.Konanorjeenjezaljudskirodvidiuzamjeni stvarnoga svijetaumjetno stvorenim inalazigauvirtualnoj stvarnosti injezinim oblicima: numerikome, informacijama, svjetskoj kompjuterizaciji i

6Isto,str.171177.7OReily,Tim:WhatisWeb2.0,http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/whatisweb20.html,18.2.2008.,18:19


50

kloniranju.Baudrillardsmatradavirtualnisvijetnijeumjetniispispostojeegasvijeta,nitionimazaciljbitipresutrojzbiljskogasvijeta.Premanjegovumiljenju,virtualnijesvijetusporedanstvarnome,ukojemuuobiajenisvijetsubjektaiobjekta,svrheisredstava,istinitogilanog,dobraizla,vieneodgovarajupostojeemustanjuzbilje.Baudrillardsuvremenisvijetusporeujesastanjemu19.stoljeukadsuutopistipokuavaliuvrijemepunogaindustrijskogzamahauskrsnutivrijednostipovezanesazemljomizanatstvom.Takonekiujeku informacijskoga i virtualnoga svijeta pokuavaju uspostaviti drutveneodnoseisukobepovezanesindustrijskimdobom,tovienijemogue,negoje,premaBaudrillardu,samonovautopijailioptikavarka.8

Baudrillardpredvia: SvjedoimonadolaskuvelikeKulture taktilnekomunikacijepodznakomtehnoluminokinetikogprostoraitotalnogaprostornodinamikog kazalita. Na djelu je cijeli imaginarij dodira, osjetilnogmimetizma, taktilnogmisticizma, zapravo svekolika se ekologijanakalemilana taj svijet izvedbenih simulacija,multistimulacija imultiodgovora. (...)Nadjelu je i uruavanje stvarnosti u hiperrealizam, u brino podvostruenjestvarnosti,pomogunostipoeviodnekogadrugogareproduktivnogmedijareklama,fotografija itd.odmedijadomedijastvarnostserasplinjuje,onapostajealegorija smrti,alidobivana snaziupravovlastitim razaranjem,onapostaje stvarnou stvarnosti radi, fetiizam izgubljenogpredmeta neviepredmetpredstavljanja,negovrhunacnijekanjaivlastitogobrednogistrebljenja:hiperrealnost.9

Pesimizam iskazan iunavedenimmislima,ali iopenitounjegovimdjelima, istaknut estimspominjanjemsmrti ljudi,ali i tehnologija,povijesnihrazdobljaidrutvenihodnosa,stvaradojamdaBaudrillarduoava ipreciznoobjanjavausporednopostojanjestvarnogaivirtualnogasvijeta,aliidauvirtualnomenalazimalodobroga.Tako jeBaudrillardadoivio iChristopherHorrockskoji jeanaliziraonjegovezleslutnjeopropastipovijesti ikrajusvijetadolaskomnovogamilenija.HorrockskaodokaznavodiBaudrillardoverijei: Tako su posvuda predmeti, djeca, mrtvi, slike, ene, dakle sve to u svijetu koji se temelji na identitetu sluipasivnomrazmiljanju,spremnikrenutiuprotunapad.Ivenamonisvemanjeimanjenalikuju...Janeubitivae

8Baudrillard, Jean:Simulacija izbilja,Naklada Jesenski iTurk iHrvatskosociolokodrutvo,Zagreb,2001.,str.241256.9Isto,str.100102.


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zrcalo!10PotomHorrockstraiunjimatraakoptimizmainalazigauBaudrillardovim ogledima u kojima jemogunost nade vidio u stalnom porastusvjetskeglupostijeronamoradovestidonekakvesilovitereakcijeizkojebimogloispastiinetodobro.DrugitraaknadetogaHorrocksnalaziuBaudrillardovim djelima lei u traganju za svjetovima drukijim od naega, kojinisuprolikroznapredakilionkodnjihnijeuspiopabudunostvidiutakvimmladim, smuenimdrutvimakojanisuprihvatilapovijesnekategorijehumanizmairazuma.11

HorrocksupozoravadaseBaudrillardanesmijedoslovnoshvatitiidasenjegovopredvianjeokrajupovijestidolaskomnovogamilenijane smijeizjednaitisvjerovanjimaurazliitimkulturamaonestankuljudskogarodaismakusvijeta,negoonastankuvirtualnestvarnostikojapoinjeusporedno,aprevladavaskrajempravezbilje.Tavirtualnastvarnostkojanastavljapostojatiizakrajasvijeta,premaBaudrillardu, jestobzorprogramiranestvarnostiukojemusvenaetjelesneidrutvenefunkcije(pamenje,osjeanje,inteligencija,seksualnost,posao)postupnopostajubeskorisne.12

Roman Karlovi svrstava Baudrillardameu pomodne autore, alimuodajepriznanjenazivajuizbirkuvlastitihogledaBaudrillardovagalaksija.U usporedbi sMcLuhanom koji je, premaKarloviu, oekivao eksplozijuirenjaznanjao istini i svijestioproblemima ovjeanstvau informacijskomdobu,Baudrillardovagleditanazivapomaloapokaliptinim iopisuje ihkaoimploziju, zatvaranje eksplozije nad sobom samom poput crne rupe.SukladnoBaudrillardovimgleditima,Karlovizakljuujedasamainformacijapostajeautoreferentna.13

Karloviuoavadasemedijskeistinenameusvevieprimateljimaporukakaonetozadano,tonetrebaniotkrivati,niprovjeravati,nitionjimapretjeranorazbijatiglavu.Funkciju takvih izriaja,kao iuvizualnodopadljivim spotovima s loom zabavnom glazbom, kritiki naziva razonodom odsmisla.Pozivajui sena istraivanja to su ihproveliPostman iLipovetsky,Karlovinaglaavadadananjimedijinisu ljudepretvoriliugraaneglobalnogaselazatotograanstvopodrazumijevadunostpreuzimanjaodgovor

10Horrocks,Christopher:Baudrillardimilenij,NakladaJesenskiiTurk,Zagreb,2001.,str.59.11Isto,str.60.12Isto,str.39.13Karlovi,Roman:Baudrillardovagalaksija,Drutvohrvatskihknjievnika,ogranakuRijeci,Rijeka,2002.,str.11.i12.


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nosti,negosamousudionikeglobalnepsihoterapije.Premanjemu,svrhapostmodernihmedija jepostalopotpunoosloboenjeindivudualnerijei,sonustranu istine s velikim ilimalimpoetnim slovom. Sluamo,prislukujemo,govorimo,prepiremose,dasenesuoimostiinom.Kaodajetiina,unaemodvebunomsvijetuautomobila,sirena,mrmorakompjutoraiklimaureajakojinaspodsvjesnoodvikavajuodtiinesame,postalabremenitijaznaenjemnepodnoljivimznaenjemnegosamarije.14

NavedenetvrdnjeRomanKarlovipotkrjepljujeukazivanjemnaprevladavajue amerike televizijskeprogrameukojima istaknutomjestozauzimajuispovijestiljudikojibrojnimgledateljimanitaneznae,nitiimjedonjihstalo.Ali,preputajusetojoaravajuojbanalnosti,kakojezoveKarlovi,ipravda je ljudskim slabostima to ihmediji potiu, a naroito tomedijskozavirivanjeu tuugarderobu. Kaoposljedica svega,banalnost jepostalavodeom retorikom figurom masovnih medija, a pod krinkom osobnostidananjihslobodnomisleihpojedinacakrijeseretorikaiznoenjaprljavogrublja pred znatieljnu javnost. Karlovi podsjea da je osobna ispovijest ispriana javno, kaoknjievnavrstanastalaprijedvastoljea,a JeanJacquesRousseau je posve utemeljio u djelu Sanjarije usamljenog etaa.Rousseau jenapisaodamujenamjerabilastavitibarometarnanjegovuduuteizreisvetojezamisliobaonakokakomujepalonapamet,bezimalotrudadatosvede u neki sustav.Za tehniku pisanja koju je tako izloioRousseau,RomanKarlovikaedajedvijestotinegodinakasnijepostalaslubenompoetikomipolitikomamerikanizmautelevizijskojpsihologiji.Podsjeaidajenezadovoljniteoretiari,meukojimaiMichelFoucault,nazivajuitiranijomispovijesti.Upozoravada,imsemaloboljepogleda,postajejasnodajeiluzornapastoralnavizijapostmodernekojauvjeravakakojemedijskidiskursslobodnaibezopasna igrapraznihoznaitelja.Naprotiv,Karlovi istieda je to samoprividzato tounatovelikomebroju televizijskihkanala,anketa, intervjua,okruglihstolovaijavnihrasprava,rijenijedanasvima,vesamoonimakojiodgovarajuneoliberalistikimstereotipovima.15

Banalneispovijestiiiznoenjetuegprljavogrubljapredoijavnosti,mnogostrukosusepovealerazvitkommrenihglasila injihovihmogunosti odailjanjamultimedijalnih sadraja. Snimanjem skrivenimkamerama,biloposebnonamijenjenimazatusvrhuiliprirunihsdlanovnikaimobilnih 14Isto,str.12.15Isto,str.13.


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telefona,u javnimzahodima,svlaionicamautrgovinamaodjeom inaostalimmjestima na kojima ljudi imaju pravo na zatitu od pogleda drugih, ipotomprikazivanjenamrenimglasilima,grubose izrugujepravunasloboduizraavanjajerugroavapravodrugihnaprivatnost.Voajerstvo,kaonepristojnozavirivanjeuintimudrugihljudi,bilojeiostalonemoralno,aupojedinimdravamaikanjivodjelo.Mnogasuvremenamrenaglasilavoajerstvonude kao prevladavajui sadraj pa se tim vie namee potreba za stalnimpreispitivanjemgranice izmeupravaza informacijama ipravadrugih ljudinaprivatnost.Etikapostajevanijanegoikad,aetinostuvirtualnomesvijetunijeviesamozadatakpoiljatelja,negoiprimateljaporuka.

4.VirtualnekultureJednaodosnovnihznaajkimrenogakomuniciranjejeviesmjernosti

mogunostdapoiljateljiiprimateljiporukamijenjajusvojeuloge.Svatkotraiulogukojamuodgovaraikoristionoodvelikihkomunikacijskihmogunosti togazanima,poduvjetomda sumudostupni tehnologija imogunostnjezineuporabe.Internetpostajesvevieikomercijalnimedijkojegapreplavljujupromidbeneporukeisadrajikojekorisnicinetrae,aliimsenameu.Jojednaspecifinostjenjegovamultimedijalnostpasveviepostajetehnolokaspregarazliitihmedija,poputtelefona,mobilnihtelefona,telefaksa,videotelefona,elektronikepote,radija,televizije,aktivnogahipertekstaspoveznicamadodrugihsadrajaiwebservisa,pagaPavleSchramadeiupravozbogtihodlikanazivasupramedijem.16

PavleSchramadeiinternetsmatraidealnimeksperimentalnimoruemza iznalaenje ideja koje upravo u interaktivnosti i spoju razliitihmedijamoepostatipokretaem iosnovomdugoronogarazvojarazliitihpodrujakulture.Schramadeiistiedarazliitioblicisuradnjeizmeukulture,znanosti,umjetnosti i industrijskihdjelatnostimoepridonijeti sinergijskom (su)djelovanju tehniki inovativnihpomagala i ljudskekulturne inventivnosti.Opasnostzausporenjetihkorisnihprocesavidiukonanomodsklizavanjuinternetau konzumerizam, to je danas prevladavajui trend. Schramadei naglaava da nove informacijskokomunikacijsketehnologijeupodrujukultureomoguuju izbjegavanje redukcije brojnih oblika izraavanja kulturenanekolicinudrutvenih,kulturnih ipolitikihstereotipa,povezanost iprezentnostsuvre 16 Schramadei,Pavle: Internet i kultura: sinonimi ili antipodi, Kulture interneta (uredio RobShields),NakladaJesenskiiTurkiHrvatskosociolokodrutvo,Zagreb,2001.,str.11.i12.


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mene kulturne kreativnosti, otvorenost novim idejama, procesima i primjenamaizbilokojegpodrujaljudskekreativnosti,integracijuupravnihiposlovnih sustava kulturnih institucija, objedinjavanje i olakavanje kreiranja ivoenjakulturnepolitiketeinteraktivnukomunikacijuirazmjenuinformacijaizmeudjelatnika,institucijaipolicymakeraizpodrujakulture.17

RobShieldsukazujenainjenicudasepovrhstvarnogasvijetainjegovihmjestakonstruiralanovamreavirtualnih mjesta.Ponavljaopuinjenicudaseinternetshvaakao slobodanprostorneoptereenmoralnimkodeksimaidodajedapostojeizagovorniciikritiaritakveslobode.Zamjeraijednimaidrugimatouglavnomignorirajusloenostproblematike.Ocjenjujedatakavkakav je,previereklamiran ipreviesenzacionaliziran,bilozbogobeanjakoje jenudio ili skandalauzkoje jepovezivan,nijedovoljno istraen.Rob Shieldsposebno razmatrapolitikeprobleme i kulturne izazove to gadonosiinternetkaoprviistinskikiberprostor,najvieupodrujimavezanimzapristupinformacijama,privatnost,autorskapravaipravnuregulaciju.Premanjegovusudu,stvorenikiberprostor,kojiserazlikujeodtradicionalnihzajednicaneposrednogadodira,uzrokujekulturneproblemejerinformacijepostajudostupnebezobziranadrutvena ikulturnaogranienja ipolitikunacijadrava.SljedeaopasnostkojuShieldsspominjepredstavljabuenjestrahovaosvoenju javnesferenavirtualnisvijetkojegakontrolirajutelekomunikacijskekorporacije,ukojisamoprivilegirani imajupristup,atijelo jeprezrenokaosramotnainesavrenapodrkaumovimaoaranimvirtualnim,reprezentacijskimtijelima.18

ShieldspostavljaipitanjanakojauknjiziKultureinternetanemaodgovora: Tko e cenzurirati poruke dvojbenog sadraja i sadistike fantazije?Moguliseobeshrabritireklamneprevare?Nakojibisetonainmoglouiniti,osim iskljuivanjapojedinihkorisnika ilizabranjivanjapristupa itavimpodrujima rasprava (itavim posebnim interesnim skupinama ili grupama zadiskusiju)? ak idok zakonipoinjuhvatati korak s timdilemama,pitanjaostaju.Postojilislobodagovoraipostojelismislenegraanskeslobodeutomnovomprivatnomkiberprostoru?19

17Isto,str.13.18Shields,Rob:Virtualniprostori,stvarnepovijesti iivua tijela,Kulture interneta (uredioRobShields),NakladaJesenskiiTurkiHrvatskosociolokodrutvo,Zagreb,2001.,str.24.19Isto,str.26.


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Opipljivihodgovoranema zato to supitanjaprevie teka.Ona tekotvarajuopsenetemezaistraivanjairasprave,ajedanodmoguihpristupanudiiovajrad.Medijskimobrazovanjemimoralnimodgojemteuvaavanjemstavadaslobodaprestajeondakadponeugroavatislobodudrugih,moeseizstanjaDivljegZapada,skojim jemogueusporeditidananjekomuniciranjeuvirtualnomesvijetu,preiusuvremenodemokratskodrutvokojeivipopravilimaveine,suvaavanjempravamanjina.

Slinimsepitanjimabavi iChristineHineuknjiziVirtualEtnography.Govoriointernetukaonovojkulturiinjegovimsadrajimakaonovimkulturnimdjelimakojimatrebapristupatinovometnografijom.Predmetetnografijevirtualnogasvijetanepoklapasesmaterijalnomiduhovnomkulturomnekoganaroda,negosamosvirtualnimzajednicamakojepostojejerimajuzajednikaobiljeja,agdjesunjihovipri

medijski dijalozi no 8

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