Medium is the_massageFINAL


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Medium is the_massageFINAL

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