Vortextuality

One of the defining aspect of News in modern era is its transformation into cultural commodity, and as social process by virtue of expansion in the range, volume & speed (in terms of circulation as also coverage).These tendencies (volume of circulation & speed of circulation) have given rise to an effect which Prof. Garry Whannel describes as Vortextuality.

Whannel says- ''major news stories have the power to dominate the news media to such an extent that all attention appears, temporarily, to be directed towards them. Editorials, cartoons, columns, features, phone-ins are all focused on the same issue''

Here, text becomes the centre as innumerable media professionals swirl round the text, monitoring, commenting upon, and regurgitating the story. However, the vortextuality effect is unpredictable and short lived. Garry Whannel illustrates the phenomenon with the example of Michael Jackson trial.

A few hours after the death of Jackson 15% of the tweets were about him (compared to previous best of 5% on any subject). Wikipedia had to close down its Jackson entry temporarily as many people were trying to edit it. Jackson dominated the news paper front page throughout the globe.

''My term vortextuality is in part an attempt to find a metaphor for the impact upon journalism

of new media, globalization, and celebrity culture'' - says Whannel.

The question that comes forth is whether this phenomenon is good for society? At one hand we see breaking news creating mass-hysteria, short lived yet striking the mass with ferocious effect (like that of torpedo, hence the origin of the term ''vortex'' , taking from scientific phenomenon), while on the other hand due to free licensing of news publication in any outlet( cartoon, blogs, radio..etc) the text/subject looses its smooth public relation carapace.

As Baudrillard points out, Modern era is all about informations rather than finding meanings. He argues-''Just when we think information is producing meaning it does the exact opposite.'' (Whannel pdf). Thereby, what finally comes down to business is the acceleration of social processes which is responsible for this vortex. In near future, in post modern media-dominated world, this can only take a stern shape.

Bibliography

1) steven conway class notes & slides

2) Garry whannel pdf- News, celebrity & Vortextuality