Cultural Practices in the New Media Environment: Collective Intelligence, User Matrix and Identification Models

Speakers: Dr. Ivana Uspenski, Dr. Bojana Romić, and Dr. Jelena Guga
July 8th, 2011, starting at 19:00h

The general digitization of culture, or the widespread use of computers as a medium of production, presentation, archiving and communication, has led to radical changes in the experience of the world around us and how we participate in it.

Massive networking has made it possible to overcome spatial and temporal boundaries, that is, to contact everyone with everyone, which has greatly accelerated the processes of information exchange and knowledge accumulation. In such an environment, a new phenomenon of collective intelligence is recognized. This means that collective action over the Internet results in an extremely rapid increase in the capacity of knowledge, much greater than a person or machine alone could ever achieve. This phenomenon will be described more closely through selected examples of both artistic and other social practices.

An example of this is the Facebook social software, which offers different methods of online communication, to build specific online identities. There will be some basic textual exchange models characteristic of Facebook (Wall posts, comments with photos, posts with posts). Also, the systems for forming a personal presentation will be considered, by linking the data obtained by the user himself with the interventions of others, in the process of creating hybrid narratives.

Identity design and identification processes can be tracked through two different but interconnected phases of the evolution of the Internet, such as Web 1.0 and Web 2.0 platforms. While the Web 1.0 platforms were based on textual representation and game identities in the sense that we can be all that we are not in the physical reality, Web 2.0 platforms, or social networks, introduce our real identities into the domain of virtual. However, these virtual identities in the virtual environment are constructs, since they are based on a selective representation of the idealized self. With feedback, it continues to raise the issue not only of the quality of establishing interpersonal relationships and communication but also of how we experience and define ourselves in the physical environment.