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Friday 28 November 2014

Professor Martin James to deliver professional lecture on social media effects

On Wednesday 3 December Professor Martin James PhD, MA, BA (Hons) Senior Lecturer in Popular Music, will be delivering an inaugural professorial lecture exploring the way in which social media has altered relationships with traditional media such as TV, magazine and music.

The lecture, entitled ‘V2.0 Music Industries: adventures in the MEdiaverse’, investigates how social media encourages ‘imagined ego communities’, where the individual can access a range of product information immediately and according to their needs – their ‘MEdiaverse’ – rather than the traditional targeting of products towards a defined market segment or ‘imagined community’. This presents problems for industries still geared towards mass market models.

The MEdiaverse is represented through fragmented, niche media consumption which responds to taste, identity creation and timescales.

Professor James initially discussed these ideas in a paper entitled ‘A silent voice across the MEdiaverse: The Next Day as identities presumed.’

Here, Professor James focused on David Bowie’s album The Next Day as a conceptual representation of the ‘imagined ego community’. The paper was published in Celebrity Studies and based on a post on Professor James’ State of Base blog –

The lecture will take place at 3pm on Wednesday 3 December in the Itchen Lecture Theatre, Southampton Solent University Conference Centre. This free event is open to the public. To register a space please e-mail