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Medium is the_massageFINAL


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  • 1. Understanding Media (1964) and The Medium is the Massage (1967) Group members: Zoe, Tina, Joelle, Marie
  • 2. What is Hot Media?
  • 3.  
  • 4. What is Cold Media?
  • 5.  
  • 6. “ Hot” and “Cold” Media
    • Explained in the book Understanding Media
    • Different media = different audience “participation”
    • Different “temperatures” of
    • media determine different
    • amounts of “effort”
    • Hot media: has low fidelity of message (mostly not really important and has many wrong facts). However it has low participation, so it does not affect people
    • Cold media: has high fidelity of message but has a high participation.
  • 7. The Medium is the Massage: An Inventory of Effects
    • “ Created” by Marshall McLuhan and Quentin Fiore
    • 160 pages of “mirror writing”, blank
    • pages and many, many images
    • Intended to portray a visual for
    • McLuhan’s philosophy of media and
    • communication
    • Because this “book” is so futuristic,
    • McLuhan has been called a prophet
    • McLuhan’s best seller
  • 8. What is The Medium is the Massage ?
    • McLuhan claims that there will be a new age media that will influence how people think, act, and perceive the world
    • The internet
    • The 1960’s was an incredibly progressive time for technology
    • The Medium is the Massage is
    • a visual representation of his
    • theories in Understanding
    • Media
  • 9.
    • Predicted the next “era” will be an “Age of Anxiety”
    • Claims modern media is an extention of our senses; grounding us yet expand our ability to percieve the world
    • Do you agree?
    • Fiore (a popular graphic designer at the time) developed the book so that the reader would go from “reading” print to “scanning”
    • pictures, reinforcing McLuhan’s
    • “ different media; different effect theory
    • An audio recording was made of the
    • book; the biographer called it “a 1967
    • equivalent of a McLuhan video”
  • 10. Where did “The Medium is the Massage: An Inventory of Effects” come from?
    • “ Massage” meant the effect one thing had on one of the senses
    • Why is the title “Massage” not “Message”?
    • Originally an accident; but McLuhan kept the title
    • Four possibilities for the title:
    • YouTube Clip
    Message, Mess Age, Massage, Mass Age
  • 11. Video
  • 12. Understanding Media: The Extensions of Man
    • People should study the medium and not it’s content, i.e. the television not the television show
    • ‘ a medium affects the society in which it plays a role not by the content delivered over the medium ’
  • 13. The Light bulb
    • A light bulb does not have content
    • yet it is a medium that has a social effect;
    • a light bulb lets people create spaces during night time that would otherwise be pitch black
  • 14. Content
    • Does not matter if show is violent peaceful, wrestling vs. sesame street.
    • It is the television that motivates people with what it is showing
    • Each media has it’s own way of engaging it’s audience, You can reread a passage of a book, but can not watch only a single scene of a movie