This week we came across the topic of framing versus transversality. I will first start with framing.  ‘In fact, we are all being framed, much of the time!’  This is what Andrew has said to start the lecture. I could not agree more on this. We, our mind, thinking, logic and behavior are all framed by probably our friends, parents and most importantly, the media.  Media has deeply embedded to our lives and it certainly frames us in a lot of ways. For instance, our perception on homosexual is pretty much influenced by the media.  Negative media coverage in the past and now it changes to positive or neutral coverage. We can certainly see the changes on how homosexual people are treated from the past to now.

Everything can refer to framing as long as it frames us, rules, laws, etc. While on the other hand, tranversailty refers a transformation, something that pass through the ‘frame’ and transform to a new format.  An example from Andrew is

‘If framing is the attempt to build a zoo, transversality is when the animals are set free.’

This example is pretty good, it definitely make things easier.  In order to understand more on the topic, Andrew has raised two industries that have experienced tranversality, the music industry and journalism. I could not agree more as they are undergone a rapid change.

 

For music industry, we can obviously see shift from the traditional cassette, CD to digital music nowadays.  And also, the way music distributes to us are very different from the past.  During the 90s, the only way we can access to music is radio, television. We never have a chance to choose what songs we want unless we buy the actual CD. And now, youtube, internet, online downloading has make music is highly accessible to us. It seems stupid to actually pay for music, but obviously still a lot of people do that (including myself! But not all the time…) so we can said that we are framed by the old way of accessing music of paying and also the rationality behind that. And what exemplifies transversality is the transformation of how we access music (downloading.) It transformed the relationship of music and us.

 

What comes to me is that, transversality and framing is a cycle. Yes, it breaks our old way of accessing music but at the same time, it transformed us, to a new frame. So we are still framed but just in a different one. People are saying illegal download is killing the music industry, but I wonder if that is true. Obviously, we still listen to music, and still there are a lot of new idols coming. But just, we have to aware that we are no longer in the old frame, I believe there is always an alternative to deal with the transformation.

Following is an interesting news:

Radiohead has released their album for free online and Lily Allen is angry for their decisions.

http://www.nme.com/news/nme/32533

I guess this probably is one way to cope with the transformation? And obviously not everyone, especially people in the industry think this is the way.

Nowadays, people do not buy newspaper at all, they read news through their computers or mobile phones. It is way more convenient and most important, it is FREE.  It does breakdown the framework for traditional media but again, such tranversality actually create a new opportunity for journalism. So we just have to find an alternative way to cope with transversality.

 

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