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Transformation to digital culture and

creativity
By M S Siddiqui 06 June 2016
Unlike other creatures of the planet, human being has knowledge, capabilities, and physical skills-that affects
the very way the society and lives. Human has developed ideas such as beliefs, values, and morals. They have
faith and respect for laws, norms, customs, habits, religion, and social institutions, Human have means of
communication - the language and social infrastructure developed through evolutions and a creative and
meaningful lifestyle. Culture is not stagnant; rather it is constantly changing and evolving through interactions
among people within a culture and with those of other cultures.
Various elements and dimensions of culture are not independent, but rather are interrelated. People are
learning and building the improved life and the culture is defined as the sum total of a society's accumulated
leanings. Culture is all encompassing, and so pervasive that it affects the very way people think and act.
Changes in culture are intricately connected to changes in technology. Our lives are now dominated by
technology. Technology does not affect society in a linear way; rather, in combination with many other
elements.
The culture may be distinguishes with epochs and according to the communication technology used. In oral
culture, knowledge transfer could only occur in direct communication. In written culture certain types of
knowledge or the memory of a particular person could be preserved and written messages could be sent
through space and be recorded and preserved for the future.
Culture, communication and information are relatively related concepts. Culture is formed through
communications and interactions among people. Cultural knowledge has always been communicated and
therefore preserved by our cultural communication structures. The technologies available have always been an
important element in enabling and facilitating the processes of creating, sharing and preserving our cultural
memory. It is a accepted opinion that "Without recording technologies of some kind (tablets, paper, wax,
movable print, analogue and digital electronics and so forth), the cultures we all inhabit would not exist".
This digital culture not only frames our experience of the world around us but also gives us a complex set of
tools with which to organize new ways for inter-relating information and local and global culture. Researchers
from different disciplines have examined the impact of these new media on different social aspects of the virtual
and real spheres. The words communication and information always refer to the essence of community and
human relationships. Information content is a set of cultural products, with information forming part of the
cultural fabric of a society. People believe that information and communication in a technical and instrumental
manner -as data and data transmission. However, information and communication are also social phenomena.
The real and virtual spheres are interrelated, because both frame our experience, they tend to be clearly defined
our life and culture of all the times.
Today's society, often referred to as the information age, is marked by the rapid development of communication
and information resources. In recent years, digital media have opened several new avenues of information
transfer, communication, and entertainment and changed the way we live in a fundamental way. Technology

has removed the physical boundaries between different media in the digital environment, cultural and media
industries have ensured a steady flow of content between different platforms and in such a way that it has
became single digital world ignoring the different culture and national boundaries. Digital pedagogy is about
developing global citizens. Digital technologies enable global connections and connected knowledge creation.
The concept of communication in a sense broader than that of the mere transfer of messages and often
emphasizing that communication refers to "a process of sharing, making common, or creating a community.
Thus, when we refer to culture, we implicitly refer to communication. Digital culture is a new and complex
concept. The digital culture is a participatory culture in which users not only consume information but also
contribute information in different ways. Digital advances are increasingly interacting with the world of culture
and the arts, leading to a convergence of technologies, media and information and shaping communication
modes.
An important aspect of this dimension is that of sharing knowledge and protecting cultural identity. These
characteristics lead us to understand culture and information as goods that are inherently general for all
concerned. Like language, the expression of culture is a sign system for communication, in which people,
through common cultural codes, build their own understanding of their environment and create shared
meanings.
As one scholar says, "culture is a memory, collective memory, dependent on communication for its creation,
extension, evolution and preservation". The culture sector safeguards and transmits our cultural memory
recorded in different forms (as literature, art, music, etc). To keep this memory alive and ensure that it is not
forgotten, it must be communicated to the public and the public should be able to take this content and use the
associated references in communication and creation processes. A fundamental aspect of our cultural memory
is access to culture.In Europe all growth from 2001 to 2011, in the creative sector was driven by digital media
and study shows 30 billion. In recorded music, Europe saw digital growth of 13.3%, and the overall recorded
market grew in France, Italy, Germany, Netherlands and the UK in 2013. According to Price Water House
Coopers (PwC), global spending on digital music will surpass psychical distribution in 2015. Similar growth also
observed in UK, USA, Scandinavian and some countries in Asia. iTunes, iTunes is a media player, media library
of a mobile phone reached the milestone of 25 billion songs sold in 2012.
The technology enabled 3D films having special effects and new collaborative work streams reduces production
and distribution costs and allows greater reach in distribution and better discovery of creative content. It can
now transfer to any country and any region without any hassle.
All technologies in all ages intervene in the human environment and modify it to some extent, thereby
changing, more or less radically. The changes that have occurred in modern societies are partly related to the
introduction of Internet Communication Technologies ( ICTs) in our lives.Culture and digital culture evolve and
increasingly interact as they frame our experiences, which are increasingly close to one other. The Digital
culture, virtual culture, electronic culture, etc are relatively new terms, yet they are now widely used in the
scientific and popular literature. New knowledge can influence traditional beliefs, and the extent of this
influence depends on the communication systems available and in use and on the content of these forms of
communication. In these new conditions imposed by convergence processes to make the 'knowledge society'
although there is a wrong perception that, is it a commercialized 'information society' where information is a
commodity. The new possibilities offered by the digital technologies -namely, global connectivity and the
emergence of new networks- challenge our traditional understanding of culture and make it necessary for us to
take on the board the concept of a digital culture.
Digital networks are posing new challenges, by enabling easy information exchange and cooperation. One of the
most important implications for the networked information economy is the change experienced in going from a
public sphere with mass communication to a networked public sphere where many more people can communicate their views and their comments with others. The internet culture is a dominant culture and social

mobilization is easily achieved using network tools.

Discovery on social networks like Facebook, Linkedin, Twitter etc are the biggest drivers of traffic to media
sites. For example, The Independent (UK) saw referrals from Facebook grow 680% during the course of 2010.
French TV channel TF1. fr saw a 600% increase in traffic since introducing social plugins or excess to TV
Channels through social media. Likewise, the UK's Daily Mail is now the second largest news site in the world,
with 10% of its traffic from Facebook. As a result, consumers are exposed to more diversity of information and
news. Blogs, wikis, social networking sites, photo- and video-sharing websites and peer-to-peer networking
services are very popular examples of this trend. These platforms offer powerful participatory networking
spaces for (re)constructing social life, with social, political and cultural motivations taking precedence over
others based on the market. The recent mobilization of public awareness and some movement in Bangladesh
has given an indication of use and impact of social media and wide use in a relatively low ICT accessible country
like Bangladesh. The Digital Bangladesh program of present government has given another boost to for
creativity and reimagining the culture.e Markets are fasting growing market place throughout the world and
across the different regions. The creative landscape is dynamic, culturally diverse, consumer driven, and
growing with changed test and culture. This is largely the result of creators and digital and the information and
communications technologies (ICTs) and the digital network infrastructure working hand in hand to develop
new opportunities. We should not miss the opportunity since others will take over the all possible
opportunities.
The writer is an Economist