Teknologi Dan Implikasinya

8/12/2019 Teknologi Dan Implikasinya

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Media dan Teknologi

Industri Media ; 3


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The medium and the message:

Inseparable duo (1)

Just like the light bulb which does not have

contenthelps people to create spacesinthe darkness, a medium such as newspapers

or television in itself has a social effect,

independent of its content (McLuhan,1964:8).


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The medium and the message:

Inseparable duo (2)

The medium now shapes and controls the scale and

form of human association and action, not by thecontent delivered over the medium, but by the

characteristics of the medium itself.

McLuhans idea is useful for looking at and

understanding the transformation and evolution of

the media alongside the transformation of the

society upon which they have an impact.


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Media, changing & society

From the telegraph to print media and now theInternet, human behavior in processing

information is also changing.

We can see how societal changes and thedevelopment of technology affect the

development of the media, which in turn also

affects the society.


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Media & function of technology

The progress of the media is a functionof technology:

technological progress has been transforming the media(including how the message is conveyed), which in turn

transforms societyfor better or worse.

Supersede: RadiotelevisionInternet

supersedehere does not necessarily mean replace. The

birth of the Internet never replaced television as television

never did to radio. Yet, both television and radio were tran

sformed with the birth of the Internet.


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Amputations & Extensions

Each medium adds itself on to

what we already are, making real

theamputations and extensions

to our senses and physicalities,

giving them in a new form.


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Impact of medium

As the medium progresses through a degree of

path dependence,the impact of each mediumis somewhat limited by the previous social

condition in which it was situated, adds to itself,

and amplifies the existing process.

This explains why different societies are

transformed differently by the same media.


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Media and society

How to understand the working mechanism of

the media: by standing aside and being detachedfrom the medium, so enables us better to

predict and control the effects of the medium.

The media continually shape and reshape theway in which individuals, societies, and cultures

learn, perceive, and understand the world.


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Visible - - Invisible

The importance of media studies, to

McLuhan, is to make visible what is

invisible: that is, to pinpoint the effects of

the media technologies underpinning

societal changes, rather than merelyanalyzing the messages they convey.


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Media arena for struggle

In our capitalistic world today, what McLuhan

suggests resonates well when we think of the

current practices of the media as an industry and

as a sector of society.

The media have become an arena for power

struggles, since those who control the medium

will clearly have the power to control the

content.


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The media as the extension of man

What is crucial here is that while the essence of

the media cannot be separated fromtechnological progress, the mediaas the

extension of man transforms human senses

and rationalities in a particular way, and modifies

how societies work.


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Civilizing content

Information-thirsty society: giving birth to the bad

news is good newsmentality in the media industry.

Providing society with civilizing contenthas never

been the intention of todays media; rather, the

accumulation of profit and the wider adoption ofmedia technology form their motivation, since the

media have become an extension of mass

production.


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The diversification of the media

The diversification of the media, because of the

conditions of their corporate and institutionalcontrol, did not transform the unidirectional

logic of their message, nor truly allow the

audiences feedback except in the most primitive

form of market reaction.(Castells, 2010:368).


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Media and mass production (1)

Since the media have become an extension of

mass production, they are controlled by actorsinvolved in that production: alliances between

media companies, communication operators,

Internet service providers and computer

companies (and many other types of

companies).


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Media and mass production (2)

They will be in a position to master

the economic and political resources

necessary for the diffusion of

multimedia (Castells, 2010:397).


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Medium and content

The understanding that the medium is the

messagedoes not undermine the discussion

about the content (message).

In fact, it makes the analysis of media contentmore relevant, firstly because content is alwaysanother medium (McLuhan, 1964:8-9), andsecondly because content matters in theconstruction of consent.


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Implications of media technology

Content: Manufacturing content, manufacturing consent

(Herman & Chomsky, 1988, Manufacturing Consent)

It is like (or can be considered as) propaganda!

Using the case of the US media, they provide an analytical

framework that attempts to explain the performance of the

media in terms of the basic institutional structures and

relationships within which they operate.

Eg. their power relation to owners & politicians.

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Teknologi Dan Implikasinya