Developing on the four field approach, I made these pictures to clarify the change that is going on:
In the old publicity, individuals entered – willingly or unwillingly – the public sphere as figures: they were appointed to roles available to them in the “public market”, and their acting was mediated to the private sphere through what Debord calls images (see 1.4 in Society of the Spectacle). All the people in the public sphere became “celebrities”, and the strongest admiration was directed towards those who were famous for appearing as images, such as movie stars, models and artists.
The old publicity started cracking when the internet came by force in the 2000s. Via comment sections and discussion forums, the above-the-individual public sphere found itself in a crisis, not being able to impose its simplistic views on the private sphere any longer. Journalists started their outcry, trying to hold on to their role as gatekeepers of the media, and thus, society.
The shouting was useless (of course), but it represented the fear for the future of the media industry. The industry has since taken steps to transform itself towards the new publicity, becoming increasingly engaged in the “dialogue with the readers”. The old top-down approach is holding tight though, because of the structure of the industry.
In the new publicity, the world is divided to the spheres of “self” and “politics”. Self is the center of the human experience, including one’s observations, thought processes and actions. Each individual self enters the sphere of politics in communication. Politics can be thought as the sphere of “things concerning the polis”, and the question posed is: What should we do?
The old publicity’s specialized politics dissolves as democracy is established, both in communication and in action. In the new publicity, all collaborative human activities become politics.