Understanding Media With Janine, Kelly, Cher and Min

Understanding Understanding MediaMediaUnderstanding Understanding MediaMedia

With Janine, Kelly, Cher and Min

Key Concepts: “The Medium is the Message”Media form and sensory extension

“Visionary Scholar”

Marshall McLuhan

“Complete Crack Pot”VS

http://youtube.com/watch?v=-ZqyXjTStvk&mode=related&search=

The Medium is the MessageThe Medium is the Message

2006 년 현재 , 숙명 출신 사법고시 합격률 0%

The personal and social consequences of any medium result from the introduction of new

technology

“The restructuring of human work and association was

shaped by the technique of fragmentation that is the

essence of machine technology” (p.120)

The Medium is the Message

Automation by machines

The Railroad

The Electric Light

Introduction of New Technology

The light itself is pure Information (content)

The use of light is indifferentsince it cannot exist without

the electric light

Accelerated and enlarged the scale of previous human function

Created new cities, works, and leisure activities

Results will be the samedespite the environment

Eliminate jobs, create more recreation time for human

Whether the machine produced Cornflakes or a Cadillac

does not matter

Results


Hot and Cold MediaHot and Cold Media

1. McLuhan changed how we look at content2. By establishing that the Medium itself is the Message…3. And that the content of a new technology’s environment is the content of

the old technology4. Opened up an examination of that content

What makes content different? What makes it better or more artistic in the new technology?

Seminal principle of Interactivity?



CBC Radio, Other Voices Broadcast Date: June 22, 1965 Host: Jim Guthro, Guest(s): Marshall McLuhan Duration: 5:26 http://archives.cbc.ca/IDC-1-69-342-1818/life_society/mcluhan/clip4

• Cold Media – Think COOL, as in jazz cool, detachment in action- includes the user but offers very little content. - Media forms that give little info.- Small influence on humanity – people have to interact with the medium to understand it

2. Hot Media - excludes the user and offers a greater degree of content.- Media forms that give a lot of info.- Large influence on humanity – generally appeal to one sense, ie. Radio-hearing, written word-

sight

Definitions



Two Factors1. Depth of Information2. Amount of inclusion of the viewer

Various Media Forms, hot or cold media?

1. Photograph - HOT. Why? high definition, informative.

2. Cartoon - COOL. Why? low definition and requires that the user fill in details with imagination. Has this changed?

3. T.V. - COOL. Why? In McLuhan's time, TV was black and white.

4. Telephone - COOL. Why? Gives the ear very little data while inclusive

5. Radio - HOT. Why? Provides great amounts of high definition information, but a one-way medium.

Factors of Interaction

The Medium is the MessageThe Medium is the MessageThe Medium is the MessageThe Medium is the Message


Comparing Ho

t/Cold in McLuhan’s Terms

Hot vs. Cold Melody Tonal Intervals Photography Mosaic High Resolution Low Resolution Novelistic Poetic"girls who wear glasses" Woman behind sunglassesLecture Seminar City slickers RusticsExplanatory AllusiveNylons Open-Meshed Silk StockingsFDR Calvin CoolidgeNewspapers Comic BooksEngrossing InteractiveRadio TelevisionLiteracy ConversationFilm TelephonePaper Stone TabletsPhonetic Alphabet Characters Books IconsIndustrialized Society So-called "backward countries" (McLuhan's term)

Source: http://faculty.valpo.edu/bflak/seminar/birkerts_mcluhan.html, Compiled by Elizabeth Burrow-Flak

The effect of the medium is made strong and intense just because it is given another

medium as content

The effect is not related to the content, but the medium

The Medium is The Message

Discussion Questions Discussion Questions

고객이 소문내지 않고는 못 배길 정도로

의미 있는 서비스만이 중요한 서비스이다 .

The Medium is the The Medium is the MassageMassage

• How does the medium affect or define the message/content of How does the medium affect or define the message/content of the message?the message?

• Can you think of any examples of a medium or media that does Can you think of any examples of a medium or media that does not fit into this theory of “the medium is the message?”not fit into this theory of “the medium is the message?”

• Does the message control the medium, or does the medium Does the message control the medium, or does the medium control the message?control the message?




The Technological The Technological DeterminationDetermination

• If indeed culture is shaped by technological developments, and If indeed culture is shaped by technological developments, and more specifically by media technology, how might the World Wide more specifically by media technology, how might the World Wide Web impact society as we now know it?Web impact society as we now know it?

• What philosophical underpinnings are inherent in this new form of What philosophical underpinnings are inherent in this new form of computer mediated technologycomputer mediated technology

•Cell phones and Blackberries have become the “it” communication Cell phones and Blackberries have become the “it” communication method/information seeking tool. How did this medium change our method/information seeking tool. How did this medium change our daily life?daily life?

•What does the “technological determination” mean for journalists, What does the “technological determination” mean for journalists, advertisers, and PR practitioners?advertisers, and PR practitioners?




Hot Hot andand Cold Media Cold Media

• Media forms slide along the scale between hot and Media forms slide along the scale between hot and cold according to the amount, quality of information cold according to the amount, quality of information delivered and how interactive they are. What other delivered and how interactive they are. What other technology can you think of that has become more hot technology can you think of that has become more hot or cold?or cold?

• McLuhan is credited with foretelling the Internet. So, McLuhan is credited with foretelling the Internet. So, would the Internet be a hot or cold form of media?would the Internet be a hot or cold form of media?




Technological as extensions of the Technological as extensions of the Human BodyHuman Body

• What is the Internet going to amputate and what are thWhat is the Internet going to amputate and what are the societal implications of that?e societal implications of that?

http://youtube.com/watch?v=A7GvQdDQv8g

• Mcluhan said “if it works, it’s obsolete.” What do you thiMcluhan said “if it works, it’s obsolete.” What do you think of that?nk of that?

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Understanding Media With Janine, Kelly, Cher and Min