Theoretical basis To come to a different understanding of media, a central part of research is the development of a network of scientists, artists and scholars who are engaged with the "deep time relations“ between arts, sciences, and technologies. The term "deep time relations“ refers to the notion of being a plurality of traversals through the genealogy of what we call media today."Deep Time" is a term coined in palaeontological studies, especially by Stephen Jay Gould and John McPhee. The underlying theoretical center is Michel Foucault’s concept of genealogy,Foucault, Michel. "Nietzsche, Genealogy, History.” in: Paul Rabinow (Editor). The Foucault Reader. Vintage. 1984. which he developed from Friedrich Nietzsche’s thinking about morality as a historical- and social-generated construction .Nietzsche , Friedrich. On the Genealogy of Morals. Oxford University Press. 2009. Foucault's approach in this connection was to comprehend history as a constitution of knowledge, of discourses, of objectification and so on, detached from an idea of historical subjects and previously unquestioned categories of western (Eurocentric) culture and power  .
Theoretical basis To come to a different understanding of media, a central part of research is the development of a network of scientists, artists and scholars who are engaged with the "deep time relations“ between arts, sciences, and technologies. The term "deep time relations“ refers to the notion of being a plurality of traversals through the genealogy of what we call media today."Deep Time" is a term coined in palaeontological studies, especially by Stephen Jay Gould and John McPhee. The underlying theoretical center is Michel Foucault’s concept of genealogy,Foucault, Michel. "Nietzsche, Genealogy, History.” in: Paul Rabinow (Editor). The Foucault Reader. Vintage. 1984. which he developed from Friedrich Nietzsche’s thinking about morality as a historical- and social-generated construction rooted in psychological drives based on differing psychological types. In this sense, Foucault borrows from Nietzsche but diverges from Nietzsche's philosophical naturalism.Nietzsche , Friedrich. On the Genealogy of Morals. Oxford University Press. 2009. Foucault's approach in this connection was to comprehend history as a constitution of knowledge, of discourses, of objectification and so on, detached from an idea of historical subjects and previously unquestioned categories of Western (Eurocentric) culture and power . This is not to say that ethnocentrism is only a Western phenomenon; there is debate as to whether eurocentrism is an ethnocentric term, given that Western models of thought have aimed to incorporate non-native elements to a much larger degree than have non-Western cultures and systems of power. What has changed is the focus: how media have developed within a Western context (e.g. technological advancements, socio-political effects) is studied alongside the histories, practices, and effects in non-Western countries. This study is complicated within media studies as distinctions between Western and non-Western cultures continue to diminish under the influence of international corporations, law, trade, and communications. But how regional cultures incorporate non-native elements while maintaining their local cultural identity remains an important area of research .
R
.Nietzsche
rooted in psychological drives based on differing psychological types. In this sense, Foucault borrows from Nietzsche but diverges from Nietzsche's philosophical naturalism.Nietzsche
R
western
Western
A
. This is not to say that ethnocentrism is only a Western phenomenon; there is debate as to whether eurocentrism is an ethnocentric term, given that Western models of thought have aimed to incorporate non-native elements to a much larger degree than have non-Western cultures and systems of power. What has changed is the focus: how media have developed within a Western context (e.g. technological advancements, socio-political effects) is studied alongside the histories, practices, and effects in non-Western countries. This study is complicated within media studies as distinctions between Western and non-Western cultures continue to diminish under the influence of international corporations, law, trade, and communications. But how regional cultures incorporate non-native elements while maintaining their local cultural identity remains an important area of research