De la cibern�tica al imaginario de las comunicaciones digitales

Islas, Octavio
January 2008
Comunif�;ene-dic2008, Issue 8, p9
Academic Journal
Cybernetics, proposed by Norbert Wiener which admits to be considered as the seven basic, historical sources of communication thinking, represents an obliged starting point in every study done, from the possible media analysis, with the purpose of exploring the imagery of the "Information and Knowledge Society". The study of information technologies has been considered by many Latin American scholars and researchers as a matter of minor conceptual hierarchy in communications studies. Media ecology represents one of the schools in the possible media analysis, which has rigurously studied the new information technologies. Media ecology has a basis the thesis of Marshall McLuhan, and after the last years it has been enriched with the contribution of recognized thinkers, who have mostly passed unnoticed in Latin America. The wonderful development of digital communications forces us to undertake an exhausted and rigorous critical revision of the possible media analysis, which would surely allow the identification of a consideable accumulation of "obsolete knowledge" (Toffler). Advertising investment in new digital media registers constant increment every year, while decreases the investment destined to conventional mass media. The development of digital media -foretold by Wiener-, sooner or later will produce structural changes in the study plans and programs for degrees or post-graduate degrees in Mass Communications. If it is noticed the importance which admits the hiring of our graduates, changes must be immediate.


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