Arquivo para January 28th, 2020

Does tradition and innovation have any relationship?

28 Jan

In the cultural sphere, it is often imagined that it does not, or establishes innovation only in the strict scope of culture, while it is related to beliefs, values, and mainly to the forms of social relations that involve the production of wealth, the use of techniques , for example, the transition from oral culture to writing, meant a profound change.
Innovation is linked to some significant cultural change, in general, with the influence of new techniques and production methods for consumption, but the term is broader.
The change today is from the media to the transmedia, that is, the media complement each other, you can make a video from a text or an oral exhibition of a certain culture, so you can talk about the narrative of transmidia, or “ storytelling ”, that is, telling stories.
The term was first used by Professor Marsha Kinder, from the University of Sourthern California (USA), in 1991, but in 2003 Professor Henry Jenkins created a definition that was enshrined in his book “Culture of Convergence”, where he defined it as: “[…] a new aesthetic that emerged in response to the convergence of the media”.
When referring to the term aesthetics, it goes beyond the pure production of consumer products to reach art, culture and, in a way, the belief system as a whole, even though rejection in several areas is common, the process of “innovation ”Advances.
There is also a redefinitionof storytelling, the tradition of oral culture of storytelling, where the tradition is perpetuated changes to a new form, now it becomes the use of audiovisual resources to transmit a story, which can be told in an improvised way (as in oral tradition), but can also be worked on and enriched with visual aids.
JENKINS, Henry. (2006) Convergence Culture: Where Old and New Media Collide. NY: New York UniversityPress.