Reti sociali e realtà aumentata: la digitalizzazione della vita quotidiana

Il mio progetto di ricerca è nato da una riflessione concernente una domanda fondamentale che si pongono gli studiosi della comunicazione digitale: le attuali tecnologie mediali che hanno creato nuovi modelli comunicativi e inaugurato inedite modalità di interrelazione sociale conducono a un dualismo digitale o a una realtà aumentata? Si è cercato di dare una risposta a questo interrogativo attraverso un’indagine compiuta su un social network, Facebook, che è la piattaforma digitale più diffusa nel mondo. L’analisi su Facebook, è stata preceduta da una riflessione sui concetti dello spazio e del tempo elaborati dalla letteratura filosofica e sociologica. Tale riflessione è stata propedeutica all’analisi volta a cogliere l’impatto che hanno avuto sulla relazionalità intersoggettiva e sulle dinamiche di realizzazione del sé l’interazione semantica nello spazio delimitato della piazza tradizionale, la molteplicità e la potenza seduttiva delle offerte comunicative dei media elettronici nella estensione della piazza massmediale e soprattutto la nascita e l’affermazione del cyberspazio come luogo della comunicazione nella piazza digitale. Se la peculiarità della piazza tradizionale è nel farsi dei rapporti face to face e quella della piazza massmediale nella funzione rilevante della fonte rispetto al destinatario, la caratteristica della piazza digitale consiste nella creazione autonoma di un orizzonte inclusivo che comprende ogni soggetto che si collega con la rete il quale, all’interno del network, riveste il doppio ruolo di consumatore e di produttore di messaggi. Con l’avvento dell’online nella prassi della relazionalità sociale si producono e si attuano due piani di interazioni comunicative, uno relativo all’online e l’altro relativo all’offline. L’ipotesi di lavoro che è stata guida della mia ricerca è che la pervasività dell’online conduca all’integrazione dei due segmenti comunicativi: l’esperienza della comunicazione digitale si inserisce nella prassi sociale quotidiana arricchendo i rapporti semantici propri della relazione face to face e influenzandoli profondamente.

Pedagogia e immaginario: Fiction e giovani dell'eta' post-moderna

La ricerca prende in esame le produzioni narrative, in particolare quelle dedicate agli adolescenti e ai giovani adulti, nei cui linguaggi e nelle cui trame si insinuano modelli di vita, comportamenti, valori, stereotipie, ecc. Attraverso le fiction dell'ultimo decennio, sono offerte interpretazioni alle costanti e alle variabili che percorrono i diversi prodotti culturali e che sono metafore di caratteristiche e di dinamiche della società post-moderna. Nella ricerca si studiano le trame e i personaggi delle narrazioni e, in parallelo, si individuano le correlazioni con studi pedagogici interessati alle ultime generazioni giovanili. La comparazione ha portato ad un sistema di decifrazione per individuare il giovane dell'era post-moderna tra gli elementi di finzione. Si sono prese in esame le più importanti icone dell'immaginario che, pur attraverso innumerevoli riscritture, continuano ad imporsi come metafore per identificazione, abnegazione, catarsi. Rispetto al passato, molte icone presenti nelle ultime produzioni di fiction subiscono alterazioni leggibili come spie (i.e. Ginzburg). È in queste trasformazioni, spinte fino alla metamorfosi dell'icona, che è possibile rintracciare alcune caratteristiche proprie del mondo giovanile in rapporto con la società contemporanea. L'immaginario può dunque essere lo specchio in cui l'uomo e la società possono riconoscersi, e studiarlo apre possibilità per sviluppare prospettive di interpretazione verso nuovi orizzonti.

Rap et homosexualite: retranchement homophobe ou changement de cap?

With the advent of the law about same-sex marriage in France, the aim of this dissertation is to analyse the relationship between homosexuality and rap music in the country and to determine to which degree this musical genre can influence people on this matter. Islam has flavoured rap from its beginnings because the vast majority of rappers has a Muslim culture. It is true that, Islam goes beyond the mere disapproval of homosexuality affirming that it is a vile fornication punishable by death. This leads rappers to a rejection of homosexuality in their songs. And, thanks to mass media, these songs contributed to the spreading of the stigma of homophobia upon the “mainstream”. Nevertheless, since 2009, a growing crop of rappers began to support the LGBT community with their work. Rap songs became in this way the anthem of the LGBT campaigns, out from the classic mass media. The result of this dissertation is that rap can have a strong influence upon population and can help them change their mind upon certain subjects, as it was the case for the homosexual cause.

Visuell-mediale Landschaftskonstruktionen als Bild-Raum-Diskurse

Durch die massenmediale Zunahme von statischen und bewegten Bilder im Laufe des letzten Jahrhunderts vollzieht sich unsere lebensweltliche Wirklichkeitskonstruktion zu Beginn des 21. Jahrhunderts zunehmend über Visualisierungen, die mit den neuen Formen der Digitalisierung noch an Dynamik zunehmen werden. Mit diesen omnipräsenten visuell-medialen Repräsentationen werden meist räumliche Vorstellungen transportiert, denn Räume werden vor allem über Bilder konstruiert. Diese Bildräume zirkulieren dabei nicht als singuläre Bedeutungszuschreibungen, sondern sind in sprachliche und bildliche Diskurse eingebettet. Visuell-mediale Bild-Raum-Diskurse besitzen zunehmend die Fähigkeit, unser Wissen über und unsere Wahrnehmung von Räumen zu kanalisieren und auf stereotype Raumstrukturen zu reduzieren. Dabei verfestigt sich eine normative Ordnung von bestimmten machtvollen Bildräumen, die nicht genügend kritisch hinterfragt werden. Deshalb ist es für die Geographie von entscheidender Wichtigkeit, mediale Raumkonstruktio- nen, ihre Einbettung in diskursive Bildarchive und ihre essentialistische und handlungspraktische gesellschaftliche Wirkung zu verstehen.rnLandschaften können vor diesem Hintergrund als visuell-medial transportierte Bild-Raum-Diskurse konzeptionalisiert werden, deren gesellschaftliche Wirkmächtigkeit mit Hilfe einer visuell ausgerichteten Diskursanalyse hinterfragt werden sollte. Auf Grundlage einer zeichentheoretischen Ikonologie wurde eine Methodik entwickelt, die visuell ausgerichtete Schrift-Bild-Räume angemessen analysieren kann. Am Beispiel der Inszenierung des Mittelrheintals, wurde, neben einer diachronischen Strukturanalyse der diskursrelevanten Medien (Belletristik, Malerei, Postkarten, Druckgrafiken und Fotografien), eine Feinanalyse der fotografischen „Rheinlandschaften“ von August Sander der 1930er Jahre durchgeführt. Als Ergebnis zeigte sich, dass der Landschaftsdiskurs über das Mittelrheintal immer noch durch die gegenseitige Durchdringung der romantischen Literatur und Malerei in der ersten Hälfte des 19. Jahrhunderts und die historischen Fotografien in den ersten Jahrzehnten des 20. Jahrhunderts bestimmt ist, nicht zuletzt forciert durch die Ernennung zum UNESCO-Welterbe 2002. Der stark visuell ausgerichtete Landschaftsdiskurs trägt somit zum einen positiv konnotierte, romantisch-pittoreske Züge, die die Einheit von Mensch und Natur symbolisieren, zum anderen historisch-konservatorische Züge, die eine Mythifizierung zu einer gewachsenen, authentischen Kulturlandschaft evozieren.

Stretta tra due Mondi. La Transnistria tra identità del passato e incertezza del futuro.

La tesi si sviluppa attorno a 6 capitoli che, ripercorrendo le peculiarità storiche, linguistiche ed economiche di Moldova e Transnistria, tenteranno di mettere in luce i contrasti salienti del rapporto tra Chişinău e Tiraspol. Il capitolo 1 si concentra sulla comparazione di alcune fonti (provenienti da est e da ovest) che hanno ricostruito la storia della Moldova della Grande Romania e della Moldavia sovietica. In tal modo sarà possibile dimostrare che la regione di interesse è stata oggetto di una manipolazione intenzionale del proprio passato asservita ai centri di potere che miravano alla supremazia del territorio. Il capitolo 2 ripercorre le fasi dell’epoca di industrializzazione della Transnistria che, a partire dagli anni ’90, si suppone abbia permesso a Tiraspol di sganciarsi de facto dal governo moldavo. Il capitolo 3 si sofferma sui motivi che spinsero la popolazione del Dnestr ad appoggiare la secessione trascinandola nel conflitto del 1992. Una volta tracciata la cornice storica lungo i capitoli 1, 2 e 3, il capitolo 4 presenterà il multiforme panorama linguistico dell’attuale Repubblica Moldova soffermandosi sul ruolo della lingua russa, scintilla della secessione transnistriana. Il capitolo 5 offre uno spunto di riflessione sull’incidenza di Mosca nella separazione moldava per mezzo di uno studio dell’economia della Transnistria. Il capitolo 6, infine, rivela che gli argomenti trattati nel corso dei 5 capitoli precedenti sono tutti tasselli imprescindibili dell’identità nazionale transnistriana e permette di muovere alcune ipotesi sui metodi attuati da Tiraspol per garantire la fedeltà nazionale della propria popolazione facendo perno sul controllo dei mass media.

Talents in Migration Processes in the Conditions of the Czech Republic of the Nineties

The transformation of the 1990s has had a bearing on the academic and scientific world, as is becoming increasingly obvious with the changing numbers of foreign students wishing to study in the Czech Republic and of Czech students wishing to study abroad, the virtual collapse of doctoral studies, and the rapidly increasing age of Czech academics (placed at 48 by official sources and at rather more by this research). At the same time there is an apparent lack of interest in analysing and understanding these trends, which Mr. Cermak terms an ostrich policy, although his research showed that academics are in fact both aware and concerned about them. The mid-1990s migration of talent to and from R+D in the Czech Republic is also reflected in the number of talented Czech students studying abroad, who represent the largest and most interesting group of actual and potential migrants. Mr. Cermak's study took the form of a Delphi enquiry participated in by 44 specialists, including experts in the problems of higher education and science policy from the Presidium of the Higher Education Council (n = 23), members of the Council's Science and Research Commission (n = 14), former and current managers of higher education authorities (n = 4) and selected participants of the longitudinal talent research (n = 3). Questions considered included the influence of continuing talent migration from domestic R+D on the efficiency of domestic higher education, the diversification of forms of the brain drain and their impact on other processes in society, the possibility of positive influence on the brain drain processes to minimise the risks it presents, and the use of the knowledge obtained about the brain drain. The study revealed a clear drop of interest in brain drain problems in higher education in the mid-1990s, which is probably related to the collapsed of Czech R+D in the field of talent education. The effects on this segment of the labour market appeared earlier, with a major migration wave in 1991-1993 which significantly "cleared" the area of scientific talent. In addition, prospective talents from the ranks of younger students have not been integrated into domestic R+D, leading to the increasing average age of those working in this field. "Talent scouting" tended to be oriented towards much younger individuals, even in some cases towards undergraduate students. The R+D institutions deprived of human resources considered as basic in a functional R+D system have lost much of their dynamism and so no longer attract not only domestic talent but also talent from other regions. As a result the public, including the mass media and political structures, have stopped regarding the support of domestic science as a priority. This is clear both among the young people who are important for the future development of R+D (support for the education of talented children has dropped), from the drop in the prestige of this area as a profession among university students, and from the lack of explicit support for R+D by any of the political parties. On the basis of his findings Mr. Cermak concludes that there is no basis for the belief that the brain drain will represent a positive force in stimulating the development of the open society. Migration data shows that the outflow of talent from the Czech Republic far exceeds the inflow, and that the latter is largely short-term. Not only has the number of returning Czech professors dropped to half of its level at the beginning of the 1990s, but they also tend to take up only short-term contracts and retain their foreign positions. Recruitment of scientific talent from other countries, including the Slovak Republic, is limited. Furthermore internal contacts between those already involved in R+D have been badly hit by economic pressures and institutional co-operation has dropped to a minimum. There have been few moves to counteract this situation, the only notable one being the Program 250, launched in 1996 with government support to try and attract younger (i.e. under 40) talent into R+D. Its resources are however limited and its effects have not so far been evaluated. The deficit of academic and scientific talent in the Czech Republic is increasing and two major directions of academic work are emerging. Classic higher education science based on the teaching process is declining, largely due to economic factors, while there is an increasing emphasis on special; ad hoc projects which cannot be related directly to teaching but are often interesting to specialists outside the Czech Republic. This is shown clearly by the increase in publishing and in participation in domestic and foreign grant projects, which often serve to supplement the otherwise low salaries in the higher education sector. This tend was also accelerated by the collapse of applied R+D in individual sectors of the national economy and by substantial cutbacks in the Czech Academy of Sciences, which formerly fostered such research. Some part of the output of this research can be used in the education system and its financial contribution does significantly affect the stability of the present staff, but Mr. Cermak sees it as generally unfavourable for the development of talent education. In addition, it has led to a certain resignation on the question of integration into international structures, due to the emphasis on short-term targets, commercial advantages and individualism rather than team work. At the same time, he admits that these developments reflect those in other areas of the transformation in the Czech Republic.

UNDERSTANDING PEOPLE'S ADOPTION OF INDIVIDUAL-USE RENEWABLE ENERGY TECHNOLOGY

This thesis attempts to understand why people adopt or reject individual-use renewable energy technologies (IURET). I used factors from Everett Rogers' Diffusion of Innovation Theory to understand how people's perceptions towards the characteristics of a given IURET (such as price, compatibility, complexity, etc.), the characteristics of the individual adopter (such as innovativeness and environmental awareness), and the communication network (inter-personal communications and mass media) can influence adoption. An online questionnaire was sent to 101randomly selected Michigan households (using random digit dialing) to ask people whether or not they had adopted at least one IURET and to assess the above-mentioned factors from Rogers' theory. Data analysis was then conducted in SPSS using Chi-squared and binary logistic regression to determine the relationship between adoption behaviors (the dependent variable) and the factors from Rogers' theory (the independent variables) while controlling for education. The results show that Rogers' factors of price and observability and the control variable of education were all significant in explaining adoption but the other factors of Rogers' theory were not. For example, if individuals perceive the price of IURET to be reasonable or if they observe their neighbors using these technologies, then they are more likely to adopt. These results indicate that, if we want to promote greater adoption of IURET, we should focus our efforts on making the price of IURET more affordable through incentives and other mechanisms. Adopters should also be given some form of reward if they provide free demonstrations of their IURET in use to their neighbors to take advantage of the observability effects.

Video Composer and Live Video Conductor: Future Professions for the Interactive Digital Broadcasting Industry

Innovations in hardware and network technologies lead to an exploding number of non-interrelated parallel media streams. Per se this does not mean any additional value for consumers. Broadcasting and advertisement industries have not yet found new formats to reach the individual user with their content. In this work we propose and describe a novel digital broadcasting framework, which allows for the live staging of (mass) media events and improved consumer personalisation. In addition new professions for future TV production workflows which will emerge are described, namely the 'video composer' and the 'live video conductor'.

Improving bovine udder health: a national mastitis control program in the Netherlands

Because of increasing bulk milk somatic cell counts and continuous clinical mastitis problems in a substantial number of herds, a national mastitis control program was started in 2005 to improve udder health in the Netherlands. The program started with founding the Dutch Udder Health Centre (UGCN), which had the task to coordinate the program. The program consisted of 2 parts: a research part and a knowledge-transfer part, which were integrated as much as possible. The knowledge-transfer part comprised 2 communication strategies: a central and a peripheral approach. The central approach was based on educating farmers using comprehensive science-based and rational argumentation about mastitis prevention and included on-farm study group meetings. Comprehensive education materials were developed for farmers that were internally motivated to improve udder health. In the peripheral approach it was tried to motivate farmers to implement certain management measures using nontechnical arguments. Mass media campaigns were used that focused on one single aspect of mastitis prevention. These communication strategies, as well as an integrated approach between various stakeholders and different scientific disciplines were used to reach as many farmers as possible. It should be noted that, because this intervention took place at a national level, no control group was available, as it would be impossible to isolate farmers from all forms of communication for 5 years. Based on several studies executed during and after the program, however, the results suggest that udder health seemed to have improved on a national level during the course of the program from 2005 to 2010. Within a cohort of dairy herds monitored during the program, the prevalence of subclinical mastitis did not change significantly (23.0 in 2004 vs. 22.2 in 2009). The incidence rate of clinical mastitis, however, decreased significantly, from 33.5 to 28.1 quarter cases per 100 cow years at risk. The most important elements of the farmers' mindset toward mastitis control also changed favorably. The simulated costs of mastitis per farm were reduced compared with a situation in which the mastitis would not have changed, with € 400 per year. When this amount is extrapolated to all Dutch farms, the sector as a whole reduced the total costs of mastitis by € 8 million per year. It is difficult to assign the improved udder health completely to the efforts of the program due to the lack of a control group. Nevertheless, investing € 8 million by the Dutch dairy industry in a 5-yr national mastitis control program likely improved udder health and seemed to pay for itself financially.

The Ethnographic Moment: Event and Debate in Mediatized Fieldwork

This article introduces the term ‘the ethnographic moment’, which takes up and ‘plays’ with the long-disputed ‘ethnographic present’ in anthropology, as an indicator of changing conditions and requirements for ethnography in the context of mass media and mediation. It argues that event and debate, rather than structure and practice, have become pivotal aspects in thinking and conducting fieldwork that has to deal with the ephemeral. At the same time, it tries to show that an unquestioning acceptance of technological advancement and speed of societal change immunizes us to the thinkable absence of media and obscures analysis of lasting states of injustice and inequality, in whose (re-)production they have a stake.

Distinct coping strategies differentially predict urge levels and lapses in a smoking cessation attempt

This study analysed mechanisms through which stress-coping and temptation-coping strategies were associated with lapses. Furthermore, we explored whether distinct coping strategies differentially predicted reduced lapse risk, lower urge levels, or a weaker association between urge levels and lapses during the first week of an unassisted smoking cessation attempt. Participants were recruited via the internet and mass media in Switzerland. Ecological momentary assessment (EMA) with mobile devices was used to assess urge levels and lapses. Online questionnaires were used to measure smoking behaviours and coping variables at baseline, as well as smoking behaviour at the three-month follow-up. The sample consisted of 243 individuals, aged 20 to 40, who reported 4199 observations. Findings of multilevel regression analyses show that coping was mainly associated with a reduced lapse risk and not with lower urge levels or a weaker association between urge levels and lapses. 'Calming down' and 'commitment to change' predicted a lower lapse risk and also a weaker relation between urge levels and lapses. 'Stimulus control' predicted a lower lapse risk and lower urge levels. Conversely, 'task-orientation' and 'risk assessment' were related to higher lapse risk and 'risk assessment' also to higher urge levels. Disengagement coping i.e. 'eating or shopping', 'distraction', and 'mobilising social support' did not affect lapse risk. Promising coping strategies during the initial stage of smoking cessation attempt are targeted directly at reducing the lapse risk and are characterised by engagement with the stressor or one's reactions towards the stressor and a focus on positive consequences instead of health risks.

The role of brand marketing in snowboarding: A comparative study of Switzerland and New Zealand

Introduction: Brands play an essential role in the organizational structure of snowboarding by sponsoring athletes, arranging events, contributing to product development and developing long-term partnerships with other key actors. However, the specialities of their role in scene sports, such as creating identities, networking and brand marketing strategies, have not been extensively researched. This study aims to provide an analysis of the function of brands within the snowboarding subculture by comparing how the sport is organized in Switzerland and New Zealand. Sociological theories of subcultures (Hitzler & Niederbacher, 2010) and social networks (Stegbauer, 2008) are used to defi ne the structures of the sport, whereas marketing and branding theories (Adjouri & Stastny, 2006) help to understand the role of the brands. Snowboarding will be defi ned as an alternative sports subculture based on characteristics such as aesthetics, adventure and new resources of performance (Schwier, 2006). Such a defi nition also begs for a novel form of analyzing its organization. Unlike more conventional structures, the organization of snowboarding allows a variety of actors to get involved in leading the sport. By portraying and encouraging differentiated identities and lifestyles, athletes provide a space for other actors to fi nd their place within the sport (Wheaton, 2005). According to Stegbauers network theory, individual actors are able to obtain high positions and defi ne their identity depending on their ties to actors and networks within the subculture (Stegbauer, 2008). For example, social capital, contacts within the sport and insider knowledge on subculture-related information enable actors to get closer to the core (Hitzler & Niederbacher, 2010). Actors who do not have close networks and allies within the subculture are less likely to engage successfully in the culture, whether as an individual or as a commercial actor (Thorpe, 2011). This study focuses on the organizational structure of snowboarding by comparing the development of the sport in Switzerland and New Zealand. An analysis of snowboarding in two nations with diverse cultures and economic systems allows a further defi nition of the structural organization of the sport and explains how brands play an important role in the sport. Methods: The structural organization of the sport will be analyzed through an ethnographic approach, using participant observation at various leading events in Switzerland (Freestyle.ch, European Open) and New Zealand (World Heli Challenge, New Zealand Open, New Zealand Winter Games). The data is analyzed using grounded theory (Glaser & Strauss 1967) and gives an overview of the actors that are playing an important role in the local development of snowboarding. Participant observation was also used as a tool to get inside the sport culture and opened up the possibility to make over 40 semi-structured qualitative expert interviews with international core actors from 11 countries. Obtaining access to one actor as a partner early on helped to get inside the local sport culture. The ‘snowball effect’ allowed the researcher to acquire access, build trust and conduct interviews with experts within the core scene. All the interviewed actors have a direct infl uence on the sport in one or both countries, which permit a cross-analysis. The data of the interviews was evaluated through content analysis (Mayring 2010). The two methods together provided suffi cient data to analyze the organizational structure and discuss the role of brand marketing within snowboarding. Results: An actors mapping by means of a center-periphery framework has identifi ed fi ve main core groups: athletes, media representatives, brand-marketing managers, resort managers and event organizers. In both countries the same grouping of actors were found. Despite possessing different and frequently multiple roles and responsibilities, core actors appear to have a strong common identifi cation as ‘snowboarders’, are considered to be part of the organizational elite of the sport and tend to advocate similar goals. The author has found that brands in Switzerland tend to have a larger impact on the broader snowboarding culture due to a number of factors discussed below. Due to a larger amount of snowboarders and stronger economic power in Europe, snowboarders are making attempts to differentiate themselves from other winter sports, while competing with each other to develop niche markets. In New Zealand, on the other hand, the smaller market enables more cooperation and mutual respect within snowboarders. Further they are more closely linked to other winter sports and are satisfi ed with being lumped together. In both countries, brands have taken up the role of supporting young athletes, organizing competitions and feeding media with subculture-related content. Brands build their image and identity through the collaboration with particular athletes who can represent the values of the brand. Local and global communities with similar lifestyles and interests are being built around brands that share a common vision of the sport. The dominance of brands in snowboarding has enabled them with the power to organize and rule the sport through its fan base and supporters. Brands were defi ned by interviewees as independent institutions led by insiders who know the codes and symbols of the sport and were given trust and credibility. The brands identify themselves as the engines of the sport by providing the equipment, opportunities for athletes to get exposure, allowing media to get exclusive information on activities, events and sport-related stories. Differences between the two countries are more related to the economic system. While Switzerland is well integrated in the broader European market, New Zealand’s geographical isolation and close proximity to Australia tends to limit its market. Further, due to different cultural lifestyles, access to resorts and seasonal restrictions, to name a few, the amount of people practicing winter sports in New Zealand is much smaller than in Switzerland. However, this also presents numerous advantages. For example, the short southern hemisphere winter season in New Zealand enables them to attract international sports athletes, brands and representatives in a period when Europe and North America is in summer. Further, the unique snow conditions in New Zealand and majestic landscape is popular for attracting world renowned photo- and cinematographers. Another advantage is the less populated network as it provides the opportunity for individuals to gain easier access to the core of the sport, obtain diverse positions and form a unique identity and market. In Switzerland, on the other hand, the snowboarding network is dense with few positions available for the taking. Homegrown brands with core recognition are found in both countries. It was found that the Swiss brands tend to have a larger impact on the market, whereas in New Zealand, the sport is more dependent on import products by foreign brands. Further, athletes, events and resorts in New Zealand are often dependent on large brand sponsorships from abroad such as from brand headquarters in the Unites States. Thus, due to its location in the centre of Europe, Swiss brands can take advantage of brands which are closer in proximity and culture to sponsor athletes and events. In terms of media coverage, winter sports in New Zealand tend to have a minor coverage and tradition in local mass media, which leads to less exposure, recognition and investment into the sport. This is also related to how snowboarding is more integrated into other winter sports in New Zealand. Another difference is the accessibility of the ski resort by the population. While in Switzerland the resorts are mostly being visited by day-travelers, ‘weekend warriors’ and holiday makers, the location of the resorts in New Zealand make it diffi cult to visit for one day. This is in part due to the fact that Swiss ski resorts and villages are usually the same location and are accessible through public transportation, while the ski resorts in New Zealand have been built separately from the villages. Further, the villages have not been built to accommodate to high tourist arrivals. Thus, accommodation and food facilities are limited and there is a lack of public transportation to the resorts. Discussion: The fi ndings show that networks and social relations combined with specifi c knowledge on scene-related attributes are crucial in obtaining opportunities within the sport. Partnerships as well as competition between these different actors are necessary for core acceptance, peer credibility and successful commercial interests. Brands need to maintain effective marketing strategies and identities which incorporate subcultural forms of behavior and communication. In order to sustain credibility from its fans, athletes and other snowboarding actors, brands need to maintain their insider status through social networks and commercial branding strategies. The interaction between all actors is a reciprocated process, where social capital, networks and identities are being shared. While the overall structure of snowboard subcultures in Europe and New Zealand are similar, there are some distinct characteristics which make each one unique. References Adjouri, N. & Stastny, P. (2006). Sport-Branding: Mit Sport-Sponsoring zum Markenerfolg. Wiesbaden: Gabler. Glaser, B. & Strauss, K. (1967). The discovery of grounded theory: Strategies for qualitative research. Chicago: Aldine. Hebdige, D. (2009). Subculture; The meaning of style. New York: Routledge. Hitzler, R. & Niederbacher, A. (2010). Leben in Szenen: Formen juveniler Vergemeinschaftung heute. Wiesbaden: Verlag für Sozialwissenschaften. Mayring, P. (2010). Qualitative Inhaltsanalyse: Grundlagen und Techniken. Weinheim: Beltz. Schwier, J. (2006). Repräsentationen des Trendsports. Jugendliche Bewegungskulturen, Medien und Marketing. In: Gugutzer, R. (Hrsg.). body turn. Perspektiven der Soziologie des Körpers und des Sports. Bielefeld: transcript (S. 321-340). Stegbauer, C. (2008). Netzwerkanalyse und Netzwerktheorie. Ein neues Paradigma in den Sozialwissenschaften. Wiesbaden: VS Verlag für Sozialwissenschaften. Thorpe, H. (2011). Snowboarding bodies in theory and practice. Basingstoke: Palgrave Macmillan. Wheaton, B. (2005). Understanding lifestyle sports; consumption, identity and difference. New York: Routledge.

Musiktraditionen im Kontext moderner Globalisierungsprozesse und globaler Denkkonzepte

The documentation of music cultures and the research in and on “classic” regions like India, Indonesia, and Sub-Saharan Africa still plays a central role within ethnomusicological research. However, given the increasing impact of global processes, the central guiding questions of the discipline have undergone profound changes in recent years. Approaches towards globalization are highly varied: One dominant perspective – which can be described as “skeptical” – has equated globalization with musical homogenization. This perspective is still apparent in approaches in European folk music research, which focus on the preservation of “traditional” cultures. Besides hyperglobal perspectives, which perceive the emergence of global networks (hypermedia, mass media, cultural organizations) as a positive development, one can predominantly observe the emergence of transformationalist approaches in recent decades: Global interconnectedness is viewed as a (neutrally perceived) basis for the emergence of new musical structures here. The transformation of the discipline is also apparent in the shift of the historical perspective. Comparative Musicology had already developed a global-historical perspective, which, however, became problematic due to the lack of contextualization. This might explain the subsequent distanced stance taken towards global concepts. Yet the focus on oral cultures also neglected deeper analysis of the historical dimension. At present, one can observe the emergence of a – albeit highly differentiated – change of perspective. While the Anglo-American approaches encourage the development of a specifically ethnomusicological-historical methodology, this separation between ethnomusicological and historical topics is perceived as racist in countries like South Africa. Starting out with an analysis of the concept of canonization in ethnomusicology, this article not only provides an overview of the aforementioned approaches and developments, but also discusses the integration of these processes into ethnomusicologically informed music pedagogical teaching material – within both a school and university context.

Folk Music in the Baltics at the Age of Digital Globalization

Shaped by factors like global outreach and immediacy, particularly the internet represents the multi-layered nature of contemporary globalization (cf Held et al. 2002). How have digital newspapers, social media and other internet platforms altered the situation of smaller music microcultues, especially in regions that have been on the fringes of global networks? This paper analyses the situation of the Latvian postfolklore band Ilgi between 2001 and 2008. Focusing on the group’s label UPE, the paper highlights how the internet became a significant means of existence during this specific period. Having established a local niche with a sound studio and CD shops, UPE combined this physical basis with outreach strategies, such as marketing and direct internet sales, which guaranteed the survival of the independent label. This strategy was also taken up by the band itself who started to develop a strong presence on social media like MySpace. At the same time, Ilgi has been using the internet as a central means of communicating with diasporic communities in the U.S. and Canada – hereby creating structures that were described as « intercultures » by Slobin (1993). This indicates that the local-global dichotomy can no longer be sufficiently addressed by a horizontal or vertical two-dimensional perception. Falling also back on the fieldwork experiences gained in Latvia, the paper finally addresses the question of how internet representation relates to the actual local situation – and how this has been altering the fieldwork perception. With regard to this situation – how useful are the approaches that have been developed within the context of « Media Anthropology » that investigates mass media items as multi-layered, densified symbolic objects?