《广告传播理论与实践》课程教学大纲（英文版）

YORKUNIDRAFTDRAFTUNIVERSITGlobalization,Innovationand Social Media-NewWaysofSeeing,ThinkingActingInPublic.Instructor:Prof.Daniel Drache,YorkUniversity,TorontoCanadadrache@yorku.caDuration:WuhanMay3-May142016Meeting Times Week 1Tues-Saturday9.00a12.00pWeek2Tues-Saturday9.00a12.00pCourse DesignDesign and art theory students will like this course a lot and it will form a crucial bridge betweentheory of thepublic and howpublic space and place are appropriated by the waypeople learn touse the public sphere in Wuhan. So the point of the course is to begin to understand how newinformation technology -cell phones, Internet, email, WeChat, Weibo etc.has transformed theworld and the way people behave and communicate locally and globally.Today it is noexaggeration to say communication is nonstop and everything. It's just a matter file you getconnected and stay in touch.Globalization hasbecome a an everlarger factof lifefor hundreds of millions of Chinese sinceDeng Xiaoping opened China's economy to the world in the late 80s. Today over 100 millionChinese have passports, go abroad for holidays, work and to study. China is one of the mostnetworked countries on the planet where people stay in touch and keep in touch with all the latestelectronic wizardry documenting the world they inhabit. The cell phone is ubiquitous and textingnonstop.The camera's eye is everywhere. It's in your pocket,your purse, your back pocket,gripped tightly in your hand. So this course wants to investigate at a local levelglobalizationeffectson everydaylife.It isparticularly interested in how new information technology andsocial media is reshaping'public space and place' in a multipurpose way-for talking, meeting,1

1 DRAFT DRAFT Globalization, Innovation and Social Media – New Ways of Seeing, Thinking, Acting In Public. Instructor: Prof. Daniel Drache, York University, Toronto Canada drache@yorku.ca Duration: Wuhan May 3 – May 14 2016 Meeting Times Week 1 Tues- Saturday 9.00a 12.00p Week 2 Tues- Saturday 9.00a 12.00p Course Design Design and art theory students will like this course a lot and it will form a crucial bridge between theory of the public and how public space and place are appropriated by the way people learn to use the public sphere in Wuhan. So the point of the course is to begin to understand how new information technology – cell phones, Internet, email, WeChat, Weibo etc. has transformed the world and the way people behave and communicate locally and globally. Today it is no exaggeration to say communication is nonstop and everything. It’s just a matter file you get connected and stay in touch. Globalization has become a an ever larger fact of life for hundreds of millions of Chinese since Deng Xiaoping opened China’s economy to the world in the late 80s. Today over 100 million Chinese have passports, go abroad for holidays, work and to study. China is one of the most networked countries on the planet where people stay in touch and keep in touch with all the latest electronic wizardry documenting the world they inhabit. The cell phone is ubiquitous and texting nonstop. The camera’s eye is everywhere. It’s in your pocket, your purse, your back pocket, gripped tightly in your hand. So this course wants to investigate at a local level ‘globalization effects’ on everyday life. It is particularly interested in how new information technology and social media is reshaping ‘public space and place’ in a multipurpose way – for talking, meeting

eating,playing, hanging out, traveling, working, studying, dating or whatever. So the keyconcepts for the course are:Taking stock of globalization and how theglobalization narrativehas evolved andcontinues tochange.·Mappingand exploringthepublic domain-the seemingly infinitevarieties of thepublicin all its many forms and sizes from parks, public squares, billboards and shopping mallsPutting under the microscope the hyper visual sensory impacts of branding, selfexpression and commodification.Deconstructing the special place of youthculturefor reinventing,expanding,contesting,redirecting and challenging market relations all over the world thanks to new informationtechnology that push young people everywhere to copy, create and invent new culturalpractices.The course is designed to be intensive much like the way we live-a lot packed into two weeksofmapping and tracking our media environment as McLuhan might have said,our inner andouterskins.The Structure of the CourseWeek One will bedevotedtofourlectures/discussion about some slippery concepts and ideas weuse all the time reflexively.You will have been sent PDFs for each of thesefour sessions.Forsimplicity's sake I have included the name of each of the reading.1.Globalization what is it? Does it need redirecting? Are we irreversibly boundtogether? Do we need to have buffers and no go zones to protect the authenticallythe local from the global?Reading:Global Change and Uncertainty:The Paradox of our TimeAResearchReporton SovereigntyandtheMagneticPowerofInterdependencyandMemberCEIMdrache@yorku.ca2.Thepublicdomain are the things we share in common.Are welosing our sense ofpublicness as citizens? What definesa public -it's institutions, relationships,history,values?Where doyou draw line between the public and the private?Read ing: The Return Of The Public Domain Afier The Triumph Of Markets, TheFundamentals Of Our Time: The Market Or The Public Domain? In Chinese orEnglish2

2 eating, playing, hanging out, traveling, working, studying, dating or whatever. So the key concepts for the course are: • Taking stock of globalization and how the globalization narrative has evolved and continues to change. • Mapping and exploring the public domain – the seemingly infinite varieties of the public in all its many forms and sizes from parks, public squares, billboards and shopping malls. • Putting under the microscope the hyper visual sensory impacts of branding, self￾expression and commodification . • Deconstructing the special place of youth culture for reinventing, expanding, contesting, redirecting and challenging market relations all over the world thanks to new information technology that push young people everywhere to copy, create and invent new cultural practices. The course is designed to be intensive much like the way we live – a lot packed into two weeks of mapping and tracking our media environment as McLuhan might have said, our inner and outer skins. The Structure of the Course Week One will be devoted to four lectures/discussion about some slippery concepts and ideas we use all the time reflexively. You will have been sent PDFs for each of these four sessions. For simplicity’s sake I have included the name of each of the reading. 1. Globalization what is it? Does it need redirecting? Are we irreversibly bound together? Do we need to have buffers and no go zones to protect the authentically the local from the global? Reading: Global Change and Uncertainty: The Paradox of our Time A Research Report on Sovereignty and the Magnetic Power of Interdependency and Member CEIM drache@yorku.ca 2. The public domain are the things we share in common. Are we losing our sense of publicness as citizens? What defines a public – it’s institutions, relationships, history, values? Where do you draw line between the public and the private? Reading: The Return Of The Public Domain After The Triumph Of Markets, The Fundamentals Of Our Time: The Market Or The Public Domain? In Chinese or English

3.We hear a lot about the power of technology to alter the way we think and see theworld. What's driving technological change today? Who benefits from makingeverything more cheaply? Is technological change out of control driven by therelentless pressure of new information technology topushthefrontiers ofinnovation for profits and power?Reading:Ways Of Seeing4.The‘Pirates Dilemma' is that people will “steal and download music", “fileshare" and collaborate in a 1000 different ways without regard to internationaproperty rights if denied reasonable access. In the battle tokeep the net neutraland open, is copyright choking access? Or is the remix revolution too welllaunched to stop it in its tracks? Isthere a user empowered broadcast model?Who'swinning-thepeopleorthebig vested interests?Reading:the Pirates DilemmaWe have to test some hypothesis and some big ideas.1."The medium is no longer the message -- the message is the message". With so muchinformationand usergenerated content,peopleare no longerdependent/limitedbywhatmedium they use to consume information. If it's online, they'll access it anywhere at anytime,no sign in, allowing everyuser tofocus and followtheirown messaging,theirownbeliefs. They can talk to anyone they choose, as long as they accept to have a friend orstranger in your network.Scale of new IT. Approximately 4 billion users are connected through the intemet.2.Communication nowis more accessible,diverse,and complex --everyonewantstogettheir message out, and create an audience (this contributes to the "rise of the niche micropublics"). In the space of a decade the information revolution created an unprecedentednumberofinnovationsincludingGoogle,Skype,Facebook,Twitter,YouTubeetc.etcthe information revolution shows no sign of slowing down or petering out. So nonstoptransformationisheretostayfortheforeseeablefuture.We3.The speed and intensity of information flows have squeezed time out of information.The spread of information is now more rapid, measured in nanoseconds and driven byrobotic algorithms.These meta-changes make newdiscourses possible and themanipulation of"big data"and user behaviour on the web gives those in controlenormous power to map and track Internet usage and who is saying what to whom.Framing.Information is always framed, ordered and structured by print and electronic4.media. Narratives are targeted to create certain audiences. There's always a certain biasin framing information, which is why context is particularly important -- stories have tobe placed within specific political and social circumstances in orderto captivate readersattention. In theory stories need to be balanced but framing gives those in charge adetermining role in the way the news is presented and thekind of"spin"-news story,backgroundstory,humanintereststory,editorial,andin-depthfeature.3

3 3. We hear a lot about the power of technology to alter the way we think and see the world. What’s driving technological change today? Who benefits from making everything more cheaply? Is technological change out of control driven by the relentless pressure of new information technology to push the frontiers of innovation for profits and power? Reading: Ways Of Seeing 4. The ‘Pirates Dilemma’ is that people will “steal and download music”, “file share” and collaborate in a 1000 different ways without regard to international property rights if denied reasonable access. In the battle to keep the net neutral and open, is copyright choking access? Or is the remix revolution too well launched to stop it in its tracks? Is there a user empowered broadcast model? Who’s winning – the people or the big vested interests? Reading: the Pirates Dilemma We have to test some hypothesis and some big ideas. 1. "The medium is no longer the message - the message is the message". With so much information and user generated content, people are no longer dependent/limited by what medium they use to consume information. If it's online, they'll access it anywhere at any time, no sign in, allowing every user to focus and follow their own messaging, their own beliefs. They can talk to anyone they choose, as long as they accept to have a friend or stranger in your network. 2. Scale of new IT. Approximately 4 billion users are connected through the internet. Communication now is more accessible, diverse, and complex - everyone wants to get their message out, and create an audience (this contributes to the "rise of the niche micro publics"). In the space of a decade the information revolution created an unprecedented number of innovations including Google, Skype, Facebook, Twitter, YouTube etc. etc. the information revolution shows no sign of slowing down or petering out. So nonstop transformation is here to stay for the foreseeable future. We 3. The speed and intensity of information flows have squeezed time out of information. The spread of information is now more rapid, measured in nanoseconds and driven by robotic algorithms. These meta-changes make new discourses possible and the manipulation of "big data" and user behaviour on the web gives those in control enormous power to map and track Internet usage and who is saying what to whom. 4. Framing. Information is always framed, ordered and structured by print and electronic media. Narratives are targeted to create certain audiences. There's always a certain bias in framing information, which is why context is particularly important - stories have to be placed within specific political and social circumstances in order to captivate readers’ attention. In theory stories need to be balanced but framing gives those in charge a determining role in the way the news is presented and the kind of “spin” – news story, background story, human interest story, editorial, and in-depth feature

5.A rivalry between traditional and social media. Social media challenges traditionalbroadcastmodel,as it'smuchlesscapital intensive.Socialmediainformationiscreatedforthepeople,bythepeopleand is much easiertodistribute and produce(especiallythrough any cloud based app). It respects fewer boundaries, is multi-voiced and relies onall kinds of leaks and hacking as we've seen in the West. The release of secret documentsisagamechangerchallenging stateand corporatesecrecy6.A triad of tension.Three facetsof new information technology are always in tension:thestate, the citizen, and the technology. As more people use the internet, there is more pushback and self-organizing from below, and increasing state surveillance from on high onInternet usage. The mapping and tracking of what is said in sense or the Internet hasbecomemoreimportantforstateinstitutionsinallcountries.TheexactrelationshipbetweenGoogle,ApplethenationalSecurityCouncilandUSlawmakersisshroudedinadministrative fog. Privacy and security are the red line public policy issues. For example,the US proposed Stop Online Piracy Act caused an uproar among tech companies,organizations (Google, Wikipedia), and users as they felt it threatened "free speech andinnovation" on the internet.2x2MethodologiesStudents will be using my book The Public Domain recently translated into Chinese or availablein English on the public sphere in the West, John Berger, Ways Of Seeing and the PiratesDilemma-howyouth culture is reinventing capitalism as well as othermaterial on globalization-a report for myself Global Change And Uncertainty: The Paradox Of Our Time A ResearchReport On Sovereignty And The Magnetic Power Of Interdependency.As much as possible, thePDF material will be sent over the Internet.If the documents are too large I will have a USB keywithallthereadings foryoutocopy.Thefocus ofthecourse is to explorepublic place, space, connectivity,interactivityindividualismand community in Wuhan. We are going to form teams of two to use their cell phone to makevideos oftheirurban environmentdocumentingand recordinghowpeople usepublic spacewhentraveling, relaxing, hanging out, playing sports, working, shopping and having a good time.Let'sconstructavisual record and narrativeof whathappens inpublicandhowitreflectsthechangingmoodandvaluesofChina-peoplebeingpeople.Asdocumentaristsanddesigners,inpairs you are goingtomapand record thewaypeopleoccupypublic space and you havemanychoices: in the subway,on buses, at theBuddha Temple,playgrounds, schoolyards with youngkids,vegetableandfishmarkets,small fashion stores,workersleavingtheirfactoryand arrivingin the morning, street dancing, street exercising, street food, dog walking, video games,dumpling restaurants, parks, playing fields, guidance and nightclubs. So much to choose fromandtothinkabout!(weexpectstudentscanfindmorespecialpublicspacewhichrarepeopleawareness ,that's even better. In another wordsto say the more unique place you find the better)So the requirements for the course is thevideo mapping of public space two short presentationsand the way people interact in it. Each team will be required to present it to the seminar4

4 5. A rivalry between traditional and social media. Social media challenges traditional broadcast model, as it's much less capital intensive. Social media information is created for the people, by the people and is much easier to distribute and produce (especially through any cloud based app). It respects fewer boundaries, is multi-voiced and relies on all kinds of leaks and hacking as we’ve seen in the West. The release of secret documents is a game changer challenging state and corporate secrecy. 6. A triad of tension. Three facets of new information technology are always in tension: the state, the citizen, and the technology. As more people use the internet, there is more push back and self-organizing from below, and increasing state surveillance from on high on Internet usage. The mapping and tracking of what is said in sense or the Internet has become more important for state institutions in all countries. The exact relationship between Google, Apple, the national Security Council and US lawmakers is shrouded in administrative fog. Privacy and security are the red line public policy issues. For example, the US proposed Stop Online Piracy Act caused an uproar among tech companies, organizations (Google, Wikipedia), and users as they felt it threatened "free speech and innovation" on the internet. 2 x 2 Methodologies Students will be using my book The Public Domain recently translated into Chinese or available in English on the public sphere in the West, John Berger, Ways Of Seeing and the Pirates’ Dilemma – how youth culture is reinventing capitalism as well as other material on globalization – a report for myself Global Change And Uncertainty: The Paradox Of Our Time A Research Report On Sovereignty And The Magnetic Power Of Interdependency. As much as possible, the PDF material will be sent over the Internet. If the documents are too large I will have a USB key with all the readings for you to copy. The focus of the course is to explore public place, space, connectivity, interactivity individualism and community in Wuhan. We are going to form teams of two to use their cell phone to make videos of their urban environment documenting and recording how people use public space when traveling, relaxing, hanging out, playing sports, working, shopping and having a good time. Let's construct a visual record and narrative of what happens in public and how it reflects the changing mood and values of China – people being people. As documentarists and designers, in pairs you are going to map and record the way people occupy public space and you have many choices: in the subway, on buses, at the Buddha Temple, playgrounds, schoolyards with young kids, vegetable and fish markets, small fashion stores, workers leaving their factory and arriving in the morning, street dancing, street exercising, street food, dog walking, video games, dumpling restaurants, parks, playing fields, guidance and nightclubs. So much to choose from and to think about!(we expect students can find more special public space which rare people awareness ,that’s even better. In another words to say the more unique place you find the better) So the requirements for the course is the video mapping of public space two short presentations and the way people interact in it. Each team will be required to present it to the seminar

answering the question what have you learned about public space in Wuhan-is it shrinking,vibrant, going sideways, innovative, drowning in commercialism, peoplefriendly or inviting?The second requirement is for you to write up a short, 10 page double-spaced paper based onyourfindings and what you have seen.Have you changed thewayyou nowunderstand thecomplex interactivity of the public and private spheres in Wuhan? You will be required to handin your written assignment on Saturday,the last seminar. My email address is drache@yorku.caCourseEvaluation:classparticipation30%videoonthepublicdomain30%final essay 40%5

5 answering the question what have you learned about public space in Wuhan– is it shrinking, vibrant, going sideways, innovative, drowning in commercialism, people friendly or inviting? The second requirement is for you to write up a short, 10 page double-spaced paper based on your findings and what you have seen. Have you changed the way you now understand the complex interactivity of the public and private spheres in Wuhan? You will be required to hand in your written assignment on Saturday, the last seminar. My email address is drache@yorku.ca Course Evaluation: class participation 30% video on the public domain 30% final essay 40%