Before the war I worked on television. And when he went into the army, it was television that was the center of everything political, writes Pavel Kazarin for Ukrayinska Pravda.
The following is the text in the original language. The great skin channel had its own talk shows. Political leaders came to them - and all those songs that later became new products and media drives were heard there.. Naturally, the flow of audiences to the Internet was a major factor in all the advances of the war, but teledinosaurs still dominated the media pride..
Now I often think about those who, after the war, will have nowhere to turn. Telethon ignores politics from television. The largest TV channels are no longer broadcast one after another. During the war, all of them launched duplicate channels, but newcomers concentrated more on important content. Politics deprived the television station and went to the limit. YouTube and telegram have become the center of politics.
The war and the telethon hastened the death of television in our country - moving political discussion from the screen to online. And this is just one of these changes that are affecting us at once.
Monopoly of monologues YouTube is by no means an ideal place for talking about politics.
Whatever the country, there is diversity. People, ideas and views. People argue about their pictures of reality. About the fruit contours of the future. More important about the distribution of resources. Parliament was designed to balance different groups of interests and constrain them in search of compromise. And political discussion in the media was necessary so that we could learn from it about the origin of the collective “other” - and could equalize with it our authority about reality.
The rules of social media differ from the rules of classic media. There is nothing surprising - its internal architecture is designed in such a way that it becomes not a space for the aggregation of everyone together, but a territory for the aggregation of each other.
Social measures will inevitably create confusion about you from like-minded people. Algorithms will quickly deprive you of the type that is most consonant with yours. In social circles it is easy to prank allies - and to take away from them social petting and praise. But all this is far from political discussion, which may illustrate the complex and rich reality of the world.
For all intents and purposes, political polemics in classical media were brought together in the same studio of adherents of different views. And social measures will reduce such stickiness. The smells were not created for polyphony, and this is a territory where the space of dialogue is replaced by a monopoly of monologues.
Before that, other rules of speech are being revised.. We have already taken into account that the refined intonation of classical snakes – and the emotional registers of bloggers and social media. The migration of media content to YouTube did not bring new rules to the social network. Quickly on the spur of the moment.
Play by someone else's rules Social measures have changed not only the format of discussions about the future. They just rewrote this intonation.
The migration of media to YouTube began even before the war, but the invasion accelerated this process. The advertising market has fallen, the grants have been exhausted, and for the rich, YouTube itself has become a source of subsistence. Many have followed the rules of this social network – and as a result, there has been a “pride” in the content.
Emotions are sold badly, and many snakes thought that now their calling is to sell anxiety. Ukrainian YouTube transformed into a library of neuroses. Editors are really fighting a battle for the gazer's respect - and they are feeding the audience with headlines that need to be washed down with Validol.. This was the case before the war - but now blame has become a banal rule.
Scorched by war, the marriage is easily relieved for neuroses. The security deficit, short term plans, falling incomes are making people worry about the importance of tomorrow. Instead of a calm conversation about today and tomorrow, Ukrainian media often convey to their speakers the distillation of emotions. The skill of an expert is determined not by his competence, but by his insanity.
It's hard for healthy food to compete with junk food. And now we are all aware of this, as junk content flows from our media field to a healthy depth. The tone of voice of Ukrainian headlines does not promise its reader anything good – and it seems that the success is saving too much discretion not only for its media field, but especially for you. Since the main goal of content creators is to frustrate the audience, make them hysterical and prevent them from sleeping – then in this approach there is no need to change anything.
Media bosses never created content that sells. Consolidated food produces complex evidence, but it only works until the number of looks becomes the main criterion for goodness.. The war has destroyed the skin media as an accomplice to clickbait. It’s even difficult to get rid of this peace of mind - and the snakes went to YouTube for YouTube rules. Now they are trying to win competition from other content according to the rules of other content.
And all these changes are a concern no less than the media market itself. Migration to online is still a story about the transformation of marriage and the bringing to politics of those who have not previously been bothered by it.
New Gutenberg The whole new design of democracy is based on the situation, in which political discourse is formed by a dozen TV channels and three dozen newspapers. The most classic media have been shaping the frame of discussion for decades, christening the discourse and setting trends. In the past ten years, synergies have been shaped into political parties and traditional media. And now technology makes it possible to impose excessive rules on the vast body of history - opening up the ability for those who want to create their own powerful information realities.
Everything that happens to us is just another quantum streak that affects our eyes. Moreover, the wine is not the first - six hundred fates have become such a point of phase transition, becoming the wine of friendship. Gutenberg's Verstat took away from the Church the monopoly role on books, information, knowledge and discussions among people that had not previously been obtained before it. The results were church reformation and capitalism, mass enlightenment and national powers, scientific progress and community identity.
Gutenberg's technological solutions changed the very core of life. Led into a huge debate a large number of people previously isolated from it. The result was the collapse of old consensuses and the emergence of new ones.. New knowledge and new ethics. New wars and new cordons. The Drukar Verstat crossed our world - and we lived for centuries in the Gutenberg galaxy.
The onset of such transformation took place at the turn of the 19th and 20th centuries.. Previously, politics was on the right, aligned with the narrow prosharka of the elite, and most of the population did not take part in the political life of their countries. Finally, the hour of mass literacy and inexpensive press has come. Political parties and trade unions. Expanding election rights and strengthening the position of nationalism.
All this brought to the discussion millions of those who had previously delegated their right to vote and thought to other citizens. The masses were deprived of their political voice - and traditional democratic institutions were not able to serve this demand. Also, the 20th century became a period of political experiments - and we believed that fascism, Nazism and communism appeared in the wake of the new era.. Until the end of the century, the system began to come to the fore, and it was widely said that democratic institutions adapted to new trends.
And now the mobile Internet and social networks are launching another round of transformation. Which allows you to include in the political process all those who were previously ready to ignore elections and rely on the institution of representative democracy for their decisions. As a result, skin elections in any country are now being transformed into a factory of dissenters - if previously marginal politicians remove the disobedient encouragement from the audience that previously willed and delegated.
The huge system is facing a crisis - at the same time from those institutions that were the instrument of streamlining and counteraction.. Social media and the Internet allowed us to get into the political process of “non-representation” – and now people are breaking with their behavior primary electoral scenarios and fault lines. Media to lose competition to bloggers. Political parties are no longer long-lived. Great diversity is fragmented into smaller ones – and one identity is repeated one after another.
And we turn back to the point from which we began. The current design of democracy will be expanded to the extent that the political contours of the discussion and daily routine are formed by a small number of citizens. They themselves have no right to mediate between those who want to say and those who want to almost. The media and parties themselves became the heart of political identities - and shaped the discourse and the frame of discussion. And now this monopoly has been broken - as well as a huge system of rules.
Social measures are now an instrument of a new round of political evolution. The stench is breaking the excessive format of the discussion. Strengthen sleepiness. Increase the degree of intonation. Since social relations have become a medium in which political subjectivity arises and a great deal of “underrepresentation”, then this medium from the very beginning has been preaching to them not to speak, but to shout down. Don’t be at home, but resist.
We are not the same in this transformation, I would like to see such a global trend. It’s just that this evolution in us overlapped with the war. Our turbulence will only accelerate the crisis of classical media. Promotes audience flow into social media. Allows freaks to meet each other, get together with a group and create a political question. And the great gravitationalists play the role that bestowed upon them the old technological way.
If I leave the army, I won’t have anywhere to turn.