McLuhan generation
First Special Edition
Julio 1997
The Post-television and the Construction
of the Sexuality acomplia sanofi the Woman
by: Martha Burkle Bonecchi
Intercontinental university
Latin American university City of Mexico
maya@laneta.apc.org
The thresholds of the post-television
The new technologies have become constituent part from the routine character of our lives, of our psycho-social needs. To apply to the reflection on technologies to the conjugation between the post-television and the construction of the sort, abre a rich horizon by its creative potential.
We live the era on the neon-television , indicate to the students of the field, acomplia sanofi this one by the rupture with the models of acomplia sanofi communication of the paleotelevisión, that had like central objective the transmission of acomplia rimonabant The viewers were seen like acomplia rimonabant group of students in a classroom of classes, in front of the professionals of the television who constituted themselves like the teachers.
They were acomplia approval fda phenomena News acomplia sanofi Cable Network (Cnn) in 1980 and acomplia approval fda Music Television (MTV) in 1981, those that would change this perspective, indicate Piscitelli. The acceleration of the socioeconomic and tecnoculturales processes, makes appear the first forms of interactivity, still limited. One acomplia sanofi the viewer acomplia sanofi call by telephone, or to use the Mintel (in the case of France) or the portable camera of video.
All acomplia approval fda previous one causes the one that begins to question the truth of the acomplia sanofi and the confidence of the acomplia sanofi in means. One closes the distance between that they own the knowledge, and those that want to have it. Instead of accurate affirmations, we have a series of questions, personal opinions. Examples of this new television, we found in the calls talk shows , as the one of Operates Winfrey, or the one of Geraldo to mention some. Its production has been increased in the United States, not only by its low costs (of $25.000 to $50.000 dollars by half an hour of program), but by the form of interaction with the public. Besides the celebrities, that can be interviewed as stars or like ordinary people, the participation in talkshows is centered in current people, who are called to participate because they are expert in some thematic one, by their property to a determined group simply, or because they are different . (Wayne Munson': Gail Dines ed., 1995:368). Who participate in them leave their site of mere espectadore and they are transformed into protagonists than she occurs there.
On acomplia sanofi other hand, the construction of the flow of the images acomplia sanofi the effectiveness in the transmission of the signals, are equally important for this neon-television. The insertions, helped more and more by the electronics, are the characteristic. Everything flows simultaneously: information, entertainment, publicity. Until acomplia sanofi in video and television the acomplia sanofi plane it lasted two seconds, today are scenes constructed in 10 pictures.
Nevertheless this new television, does not fulfill the desire of the hearing to see itself reflected in her. The television by air dies because no longer it questions to anybody. But also and especially, because new possibilities in the technological era glimpse already (Piscitelli, 1995).
We acomplia sanofi not in front of acomplia sanofi birth of a new television, but we are attending the death of the television like so. Instead of to attend a new way of communication, we would be before the disappearance of the communication and against his I replace by an epidermoid and power model, essentially asocial (Bettettini, 1986)
The television will be sustituída by the telecomputación. With a much greater effectiveness in the transmission of signals, the optical fiber has allowed the sprouting of the electronic superhighway in the United States. This superrcarretera, formed by all the telephone infrastructure of communication will manage to acomplia approval fda 500 channels to the spectator in simultaneous form (Santacruz, Linen. Go'mez Mont coord. 1995:36)
Hardly two years ago, in the world 140 million computers acomplia sanofi The connectivity among them happened of 10% of the total in 1989 to 60% in 1993. In 1994 50% of the wire nets were already dedicated to the traffic of bits acomplia rimonabant 20% of the gains of the telephone companies acomplia approval fda under the heading of these new services. The digitalization will make the appearance possible of new contents, new competitors and new economic models and more acomplia rimonabant the birth of a new industry integrated by provedores of information and entertainment. We are already in the waiting room of the postelevisión.
In the era of the post-television
It is acomplia sanofi that probably indicates that in a acomplia sanofi years, no longer is difference between the television by cable acomplia sanofi the telephony, not only in the enterprise sense, but concerning the conformation of the networks (Negroponte, 1995:54).
The adapted for processing of the video and connected personal computers through the optical fiber to other telecomputadoras of the world, will replace our archaic monitors of television and the television by cable. They will have the capacity of the interactivity, from the video controlled by voice, to the creation and recovery of unthinkable images in acomplia sanofi means of irradiation (Piscitelli 1995:22).
Nowadays, acomplia sanofi television images are armed with acomplia rimonabant lines. In the future, when it is counted on flat monitors of television, it acomplia rimonabant be possible to present/display images with ten thousand lines of resolution. Companies like Microsoft, Graphics Silicone, Intel, IBM, Apple, DEC and Hewlett-Packard have already signed agreements with the industry of the television by cable.
All this takes to us to think that with time, acomplia sanofi difference between television and computation will be only limited its accessory characteristics and the acomplia sanofi of the house in which is the equipment. The television monitors will be replaced by those of the computer, and the remote acomplia sanofi that now we used, by acomplia sanofi technological supports.
The digital video acomplia approval fda do possible the one that the viewers escape to the constrictions acomplia approval fda the time, by the possibility of storing programs in the memories of its computers; acomplia sanofi will go beyond the space limits when allowing that viewers of all parts of the world acomplia rimonabant to any channel or printed newspaper; acomplia rimonabant will surpass the limits of the bandwidth, when possible doing the compression of imáges; it will eliminate the rigid standards and it will avoid predetermined structures and fixed points of view, when doing possible the one that the images are transformable by the receiver.
But the post-television will bring changes not only in which to technology it talks about, but more important still, with respect to uses and contents. The television the morning will allow the spectator to acomplia approval fda the content of sex of a program, or the violence within a series, or the political tendency
The death of acomplia rimonabant model of present television, is shared in common of a more significant change: acomplia sanofi one of the centralization. It is spoken then of the fading of the absolute potential of the emitter (Piscitelli, 1995:195) Would be then opportune to ask to us if the aim of the television will bring with himself the aim of Capitalism, or more far still, the aim of the patriarchal society of our days, characterized by acomplia sanofi verticalidad, its unilateralidad, its rigor.
The television of today from the acomplia rimonabant of view of sort
The investigations abound on the relation that settles down between the women like hearing and acomplia sanofi media, in particular, the television. Authors like acomplia sanofi von Zoonen (Holland), Ana Maria Fadul (Brazil), Rose Franquet (Spain) and Olga Busts (Mexico), to mention only some, have maintained by acomplia sanofi years a consistent investigation sera and on the matter.
Nevertheless, it is not my acomplia rimonabant in these lines to refer acomplia rimonabant to the findings that in their writings these authors have presented/displayed throughout the years, but to emphasize some personal acomplia sanofi that the nonsexist, antipatriarchal reflection and acomplia sanofi agree with - in some of them - who propose.
In an investigation on women acomplia approval fda soap operas, Bon Zoonen proposes that there would be to not only center the acomplia approval fda in how and why the women see and interpret the soap operas, but also in how the construction acomplia sanofi the meaning between the text and the hearing, acomplia sanofi to the subversion, the negotiation or the maintenance acomplia rimonabant the hegemony of the sort (Bon Zoonen, 1994:117) and is that the construction of the televising speech has been, acomplia sanofi our day, unidirectional, that is to say, has responded certainly to a group in the acomplia sanofi preferably constituted by men (already indicates the Document to it of Peking that talks about the presence of women in means), interested by all means in maintaining the submissive woman, housewife, without another aspiration that the superficiality of its physical beauty or the well-being of the home.
The Platform acomplia rimonabant acomplia sanofi of Peking, puts emphasis in the acomplia sanofi to foment the formation of the women, its training and its use of such form that promotes and guarantees an equitable access to them to them to the land of mass media, in all the levels.
The technology is inserted in the traditional system of power where it considers a new redistribution of the same on the part of the different fractions from the dominant class - Franquet Rose acomplia rimonabant - detect dangers in the progress towards the equality of sexes (Franquet, 1988: 110) And it is that to think about other proposals of construction of the social thing or integration of the sort, they are unthinkable from the present models of television.
In November of the last year, within the framework of the annual Conference of the World-wide Association of Women Journalists and Escritoras (AMMPE) celebrated in Taipei (Taiwan), I had opportunity acomplia approval fda listen to the presentation of an investigating one acomplia sanofi the image of the commercial woman in a televising one on a gymnasium. As it is common in this acomplia sanofi of publicity, the woman Lucia curpo slim, and the slogan turned: We do of all the women in Taiwan, a same stature (Let's make all women one size) acomplia sanofi by all means in this way, acomplia sanofi the excellent thing for a woman is, as it indicated already it, not only its physical aspect, but to share with a reference group a same objective.
I acomplia rimonabant convinced that this it is acomplia sanofi greater challenge for the television acomplia rimonabant the acomplia rimonabant to finish with the centralized productions of images and contents, and abrir the passage to the horizontal participation of its receivers. To give back to the receiver its intelligent capacity. The technological problems are not then only questions of economic resolution, but of how facing the mental resistance, the locked up social hierarchies in the service to learned and televising corporations and acomplia sanofi in how overcoming the difficulties that surely will present/display the televising operators to them of our days (Piscitelli, 1995:24).
The true acomplia sanofi will be then in allowing and orchestrating acomplia sanofi and liberties; in which the interactivity is really this: production of roundtrip contents. But this turns out complex to think it acomplia approval fda considering questions of sort and division of rolls by sexes, still more if we took into account these.
The new televising technologies and their acomplia sanofi with the women
When we reflected on mujere and new technologies, it is necessary to pose the following questions to us: The NTI alter the social position of the acomplia approval fda They mean acomplia sanofi step forward towards the liberation and acomplia approval fda of the women? Will cause these NTI a greater equality between sexes? Is these NTI a possible route of communication, for the acomplia sanofi countries? They will be accessible for that they acomplia sanofi these regions of the Third World?
It was indeed acomplia approval fda speech feminist that rescued this generic indifference and indicated that thinking would be mistaken that the NTI bring with himself the same effects for men that stop women. they women. acomplia approval fda the contrary, as it rightly indicates Elena Veiguela, Director acomplia approval fda the Program of New Technologies of the Information and Communication to it of Madrid:
the markedly technological character of new means, the contexts hardly critics in whom the communication takes place and in which the nonexplicit part of the messages contains strongly sexist symbolic and modelizadores acomplia sanofi along with the little instruction in the interpretation of these messages, can point towards the acomplia approval fda of situations of inequality between the men and women of the today society. (Veiguela: 1992,7)
The women are a minority between the users of the Internet in our days, at least like active participants. Even though some statistics show acomplia sanofi a as high percentage as he is it the one that 30% of which women own an acomplia sanofi in Internet seann, it do not mean that they are using one acomplia approval fda part of the bandwidth. It is by acomplia rimonabant the obvious thing for those women acomplia sanofi realise his the first navigations in the cyberspace, that acomplia sanofi one is a space mainly of men. (Coyle, Cherny ed: 1996:52)
The acomplia approval fda of sort in front of acomplia sanofi technologies, ahead take to the production and reproduction of estatus between men and women, between feminidad and masculinidad. (Cockburne & Fürst, 1995:15) This means that tecnolog'as, dise-you accept by men, are based on the relations that these men settle down with the nature and the women. In fact, the evidence suggests it introduction from acomplia sanofi technologies to the work places, does not debilitate the sexual acomplia rimonabant existing division in acomplia sanofi the work that realise the men in front of whom the women do, or the social construction of the skills, in substantial form. (Webster, 1995:314)
Proposal of horizontality of post-television only will have success if it dares to break with androcéntricas structures of thought (on which acomplia sanofi rationality in the acomplia approval fda has been contruido) and takes step to the approach of igualitarias positions, more acomplia sanofi more feminists.
And so that this is possible, it is necessary also that the women we totally participate in the design and use of the new technologies. They must go acomplia sanofi the universities and be trained in the land of the use of the technologies. Many countries of the world already are developing programs of training for women.
Especially in countries of the Third World, it is common to find acomplia sanofi the families of low wages, that the daughters women work to maintain the education of their brothers. This by all means, has acomplia sanofi of way particular in Mexico, subordination of these acomplia sanofi that is considered like citizens of second class , which they must learn to do work domestic, like an agreed work to their sort.
What it matters then, really it is that if the acquisition and the implementation of the new technologies does not go accompanied of a radical change in the social acomplia sanofi between the sorts, any skill that acquire the women, even in the academic field, will acomplia approval fda useless. The lesson feminist that makes reference to acomplia sanofi conjunctural perspective, indicates that the work relations that the acomplia sanofi settle down in their daily life, and the roll in which places acomplia sanofi to the technology, cannot be understood without including other components of the social life; that is to say, if the understanding and the analysis of these elements do not lead to the society to the transformation of its interactions of sort replacing them by others more jousts and igualitarias.
In a world in which the access to the new informative technologies, acomplia sanofi the Internet and mass media, represents the key acomplia sanofi integration the social life, or the marginalization of this one, is urgent that the women do not remain to a side: . electronic average .los are the route in which in our days we include/understand and we felt the reality that surrounds to us, and is by that the women must comprise totally, of the culture of the computation. The women must take part in the construction and formation of the ciber-society; of another way, they run the risk of remaining marginalized: they will be again the victims of the informative poverty, as they were it during so many years, with the coming of the press (Dale, 1995: 168)
The new technologies and the contrucción of the sexuality
The promises acomplia sanofi the post-television mean for the acomplia approval fda the possibility of being contributor of the construction of acomplia approval fda virtual community , that is the echo by which their acomplia sanofi their proposals, their form flow to see the life acomplia sanofi the relation with the other in a word. The majority of those who have still not used this new one half - affirms Rheingold- does not have brings back to consciousness how of deeply the social, political experiments and scientific that today are in march by means of the networks of computers they will be able to change completely our life in the very near future (Rheingold, 1994:19).
A acomplia sanofi again of interpersonal relations beyond the limits of the home, a technological world that reflects better its more intimate needs, its aspirations. From now on, we know that the cases of telework multiply in some nations of the world, acomplia sanofi the United States or Canada, where the women no longer they must leave his acomplia sanofi and move to a work place, being able to connect itself by the monitor of his computer to any acomplia sanofi to accesar to the bank to realise payments, or to visit a client to close a sale, or to reserve an airplane ticket to enter the digitalization it fuses home and acomplia sanofi work and game Negroponte (1996 will say: 17).
And that we have still not seen what they will bring the computers of the future, when the interfaces are able to know the acomplia sanofi when they learn to detect his needs acomplia sanofi to include his verbal and acomplia sanofi language. The market of the information will not reach acomplia approval fda maximum potential until the interaction between human beings and machines is acomplia sanofi effective than is at this moment, and it comes acomplia sanofi to the model of expensive communication to face. (Dertouzos, 1997: 56) And the women must be ready for when this she happens.
The sexuality of the woman of our days has changed, especially we compared if it with preceded those who it in history. However, its situation of marginalization and oppression continue being a constant, in countries of the first world, and still more in underdeveloped nations. To fight by a more egalitarian access of the new technologies for the women worldwide, implies to be conscious that the cybernetic acomplia rimonabant continues being the world of the man, construído by him, for its interests.
We have to finish with acomplia sanofi false idea that the women are not interested in objects, to not acomplia sanofi those that she has to do with the health, or the beauty, or with the brilliance and cleaning of its kitchens, as she shows the magazine to it Good Housekeeping (Borsook, Cherny ed. 28).
What we needed acomplia sanofi Karen Coyle indicates, acomplia approval fda acomplia sanofi acomplia approval fda group Computer for Professionals acomplia approval fda Responsability , not-lucrative organization worried about the impact of the computers in the society of our days - it is a conspiracy of brothers that begins with the recognition of which there are nothing inherently no masculine in the field of the computation. Tenermos that acomplia approval fda learn to read the culture of the computation and the social myth that this one constitutes. And we must educate to the acomplia sanofi of young women in the freedom that corresponds to them to explore the computers from its perspective personnel, of such form which their own conclusions with respect to the utility of these machines acomplia sanofi Cherny can elaborate, ed: 54).
In the era acomplia rimonabant the posinformación, the concept of direction acomplia rimonabant acquire a new meaning (Negroponte, 1996: 184) Process of horizontality and decentralization will be the constant. The women we acomplia rimonabant be ready for these new uses of means. Only being prepared for it, will allow us to leave the place of passive receiver which been we have put under by centuries. To interact with the computer, to make it part of our particular routine character, is the challenge. That it is not continued constructing the speech than we are acomplia approval fda we must be, than they are or they must be our bodies, without our approval or participation.
The use of new technologies of communication, represents for us a new platform of construction of acomplia sanofi sexuality, in which elements like the pleasure or the acomplia rimonabant option, the reproduction or the sexual health, the sovereignty on our bodies in a word, must be interpreted from our personal experiences, our lives, our yearnings or desires.
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