Presentation Title Goes Here<br />Presenter’s Name, Titleand Date<br />The Medium is the Message:<br />Not all channels ar...
The Medium is the Message<br />Never mind the content; what's important is the medium... The media are extensions of our s...
McLuhan’s Media Types<br />Cool<br />Hot<br />Absorbs one sense Linear<br />Spoon Fed <br />Requires participation<br />Re...
All bets are off<br />Cool<br />Hot<br />Absorbs one sense Linear<br />Spoon Fed <br />Requires participation<br />Require...
Technology as an Extension of the Body<br />
The Evolution … & Elimination<br />Stationary  Moving<br />Foreground  Background<br />Focused  Interrupt driven<br />S...
“Never mind the content … (?)<br />The medium changes how we do things – so it changes how we interact with information. T...
Anticipating Needs<br /><ul><li>Inside/Outside
GeoSpatial
Hurried/Relaxed
Purposed
Browsing</li></ul>Mood:<br />Location:<br />Input device<br /><ul><li>Keyboard
Microphone</li></ul>Size of Screen<br /><ul><li>Phone
Tablet
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The Medium is the Message

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Canadian professor, author and philosopher Marshall McLuhan claimed in the 60s the Medium is the Message. With the proliferation of devices -- was he right?

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The Medium is the Message

  1. 1. Presentation Title Goes Here<br />Presenter’s Name, Titleand Date<br />The Medium is the Message:<br />Not all channels are created equal<br />Presentation Title<br />Diane Burley <br />Subtitle<br />28 March, 2011<br />
  2. 2. The Medium is the Message<br />Never mind the content; what's important is the medium... The media are extensions of our senses; as they change, they transform our environment & affect everything we do -- they "massage" or reshape us.<br />All media work us over completely. They are so pervasive in their personal, political, economic, aesthetic, psychological, moral, ethical and social consequences that they leave no part of us untouched, unaffected, unaltered. The medium is the massage.” <br />When … on the phone or on the air, you have no body<br />-- Marshall McLuhan<br />Understanding Media: The Extensions of Man, The Medium is the Massage<br />
  3. 3. McLuhan’s Media Types<br />Cool<br />Hot<br />Absorbs one sense Linear<br />Spoon Fed <br />Requires participation<br />Requires more senses <br />Cool/Hot Continuum<br />Reading<br />Dialogue<br />Lecture<br />TV <br />Movie<br />Seminar<br />Comic Books<br />Radio<br />
  4. 4. All bets are off<br />Cool<br />Hot<br />Absorbs one sense Linear<br />Spoon Fed <br />Requires participation<br />Requires more senses <br />Cool/Hot Continuum<br />Twitter, Web, SMS, HiDef<br />Reading<br />Dialogue<br />Lecture<br />Talk Radio<br />Movie<br />Seminar<br />Comic Books<br />Hi Def TV<br />
  5. 5. Technology as an Extension of the Body<br />
  6. 6. The Evolution … & Elimination<br />Stationary  Moving<br />Foreground  Background<br />Focused  Interrupt driven<br />Single Channel  Multi<br />Relaxation  Productivity<br />Taped  Realtime<br />Passive  Interactive<br />The Attention Span is the primary loser.<br />
  7. 7. “Never mind the content … (?)<br />The medium changes how we do things – so it changes how we interact with information. Therefore the information must adapt to our new needs.<br />It’s not that content becomes irrelevant – its that only relevant content counts.<br />
  8. 8. Anticipating Needs<br /><ul><li>Inside/Outside
  9. 9. GeoSpatial
  10. 10. Hurried/Relaxed
  11. 11. Purposed
  12. 12. Browsing</li></ul>Mood:<br />Location:<br />Input device<br /><ul><li>Keyboard
  13. 13. Microphone</li></ul>Size of Screen<br /><ul><li>Phone
  14. 14. Tablet
  15. 15. PC</li></ul>Activity<br />Temporal:<br /><ul><li>Stationary
  16. 16. Remote
  17. 17. Active
  18. 18. Day
  19. 19. Night</li></li></ul><li>Replication is not enough<br />
  20. 20. McGraw Hill Study Tracker<br />
  21. 21. NEJM<br />
  22. 22. AIP<br />
  23. 23. What You Need<br />Chunk your content! Granular content (XML)<br />Rich metadata<br />Agile infrastructure – simplified architecture<br />Interface that let’s readers Self Navigate<br />Know your audience & Anticipate their needs<br />
  24. 24. Thank you!<br />Diane Burley<br />db@dianeburley.com<br />
  25. 25. Tee Party<br />

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