1
The Judgment of Thamus
Y ou will find in Plato's Plu!edrns
a story about Thamus, the kmg of a great city of Upper Egypt.
For people such as ourselves, who are mclined (in Thoreau's
phra e) to be tools of our tools, few legends are more instructive
than his The story, as Socrates tells 1t to h1s fnend Phaedrus,
unfolds in the followmg way . Thamus once entertamed the god
Theuth, who was the inventor of many things, including num-
ber, calculation, geometry, astronomy, and writing. Theuth ex-
hibited his inventions to King Thamus, claiming that they
hould be made widely known and available to Egyptians.
Socrates continues·
Thamus mqu1red mto the use of each of them, and as
Theuth went through them expressed approval or disap-
proval, according as he Judged Theuth's claims to be well
or ill founded. It would take too long to go through all that
Thamus is reported to have said for and against each of
Theuth's inventions. But when it came to writing, Theuth
declared, "Here 1s an accomplishment, my lord the King,
4 Technopoly
wh1ch w1ll improve both the wisdom and the memory of
the Egyptians. I have discovered a sure rece1pt for memory
and wisdom." To th1s, Thamus replied, "Theuth, my para-
gon of mventors, the d1scoverer of an art is not the best
judge of the good or harm wh1ch will accrue to those who
practice it. So 1t 1s m th1s; you, who are the father of
wntmg, have out of fondness for your off-spring at-
tributed to 1t quite the opposite of its real funchon . Those
who acqwre it will cease to exercise the1r memory and
become forgetful; they w1ll rely on writing to bnng thmgs
to the1r remembrance by external 1gn mstead of by their
own internal resources. What you have discovered 1s a
rece1pt for recollechon. not for memory And as for WIS-
dom. your pup1ls will have the reputahon for it w1thout
the reality· they will rece1ve a quanhty of information
w1thout proper mstruction, and in consequence be thought
very knowledgeable when they are for the most part qUJte
ignorant. And because they are filled wuh the conceit of
wisdom mstead of real wisdom the.Y will be a burden to
soaety." 1
I begm my book with thi legend because in Tharnus' re-
spo~se there are several sound pnnciples from which we may
begm to learn how to think w1th wise mcumspedion about a
technological soc1ety. In fact, there 1s even one error in the
judgment of Thamus, from wruch we may also learn something
of importance. The error 1s not m his daim that writing will
damage memory and create false wisdom. It 1s demonstrable
tha.t writing ha had such an effect. Thamus' error 1s in his
f behevmg that wnting will be a burden to society and nothing but
a burdtn For all his wisdom, he fails to imagine what writing's
benefits m1ght be wh· h kn
· 1c . as we ow, have been considerable.
We may learn from this that It IS a mistake to suppose that any
technological innovation has a one-sided effect. Every techno!-
The J ...
Due date Saturday March 21, 2015.Answers for each question sho.docxjacksnathalie
Due date Saturday March 21, 2015.
Answers for each question should be at least 100 words.
1. Exam Questions:
Topic #3 – Economic Actors
1. Explain Myrdal’s concept of cumulative and circular causation and compare and contrast it to Veblen’s concept of cumulative causation.
2. Explain Robert Montgomery’s theory of how institutional practices come about and come to be thought of and practiced over time.
3. What is Montgomery’s theorized relationship between technological change and cultural change and give (articulate) an example outside of the Montgomery reading.
Reading:
1. Montgomery: Historical Fact
2. Myrdal: Institutional Economics
4. Exam Questions:
Topic #9 – Money
1. How does the standard story of the invention of money differ from the Institutionalist/Post Keynesian theory?
2. What does the Institutionalist/Post Keynesian theory of money says about the financial constraints on an economy to provisioning for the elderly?
Reading:
Wray: An irreverent overview of the history of money from the beginning of the beginning through to the present.
Question 1
a) The law that will be applied. . . .
b) The court will decide the effect of the the purported acceptance in the following way: . . .
c) The additional terms . . .
Question 2
a) She was only joking:
The offeror would argue that . . .
b) She didn't know that an offer was being made:
The offeror would argue that . . .
c) She knew she was signing an offer but he didn't read all of the terms:
The offeror would argue that . . .
d) She did not understand some of the terms and conditions:
The offeror would argue that . . .
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
An irreverent overview of the history of money from the beginning of the begi...
L Randall Wray
Journal of Post Keynesian Economics; Summer 1999; 21, 4; ABI/INFORM Global
pg. 679
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with p ...
Analyze rhetorical context, like audience and timeMake sure you .docxrossskuddershamus
Analyze rhetorical context, like audience and time
Make sure you have evidence and examples to prove the thesis
A summary to make sure the audience knows what you are talking
Thesis: talk about point of the paper, the point of the paper in your analisis, analyzing the rhetorical strategies (ethos, pathos, logos)
Analyze the argument (dis the author support their claims)
HOW TO SET UP THE PAPER
-hook
-Introduction (short summary – more detailed about the paper) Thesis
-Longer summary-more detail about) / background information / Ted talk 2014
- evidence /examples
- conclusion
http://www.ted.com/talks/mark_pagel_how_language_transformed_humanity?language=en#t-351943
Each of you possesses the most powerful, dangerous and subversive trait that natural selection has ever devised. It's a piece of neural audio technology for rewiring other people's minds. I'm talking about your language, of course, because it allows you to implant a thought from your mind directly into someone else's mind, and they can attempt to do the same to you, without either of you having to perform surgery. Instead, when you speak,you're actually using a form of telemetry not so different from the remote control device for your television. It's just that, whereas that device relies on pulses of infrared light, your language relies on pulses, discrete pulses, of sound.
0:55And just as you use the remote control device to alter the internal settings of your televisionto suit your mood, you use your language to alter the settings inside someone else's brain to suit your interests. Languages are genes talking, getting things that they want. And just imagine the sense of wonder in a baby when it first discovers that, merely by uttering a sound, it can get objects to move across a room as if by magic, and maybe even into its mouth.
1:25Now language's subversive power has been recognized throughout the ages in censorship, in books you can't read, phrases you can't use and words you can't say. In fact, the Tower of Babel story in the Bible is a fable and warning about the power of language. According to that story, early humans developed the conceit that, by using their language to work together, they could build a tower that would take them all the way to heaven. Now God, angered at this attempt to usurp his power, destroyed the tower, and then to ensure that it would never be rebuilt, he scattered the people by giving them different languages --confused them by giving them different languages. And this leads to the wonderful irony that our languages exist to prevent us from communicating. Even today, we know that there are words we cannot use, phrases we cannot say, because if we do so, we might be accosted, jailed, or even killed. And all of this from a puff of air emanating from our mouths.
2:29Now all this fuss about a single one of our traits tells us there's something worth explaining.And that is how and why did this remarkable trait evolve, and why did it evolve only in .
Original title: Technology Transforming Media, Transforming Us.
This is a Keynote (the app) talk I gave at Webvisions' 2013 NYC Conference in March. It's my perspective on mass communication/media from the Stone Age to today.
EDUSs Acquisition of MCUThe Situation The CEO of EducUS .docxtoltonkendal
EDUS's Acquisition of MCU
The Situation:
The CEO of EducUS Corporation (EDUS), in conjunction with the EDUS board of directors, has decided to increase the corporation’s footprint and expand its international operations. After identifying global opportunities, the EDUS board of directors decided to explore the possibility of purchasing the Mekong Cham University (MCU) located in downtown Phnom Penh, Cambodia. This university is a small academic institution which has a strong technology school but is short on resources. Specifically, the Mekong Cham faculty members are highly acclaimed technologists who are widely published in the field of information technology and enterprise software application. However, while MCU enjoys an exceptional local reputation as an educational institution, it has difficulty in recruiting students outside the Southeast Asia region. One reason is that MCU has no capability, due to lack of funding, to provide online course offerings. Another reason for the low enrollment at MCU is the poor physical condition of the university building complex. EDUS Corporation also enjoys an excellent reputation as the third largest provider of nontraditional education in the U.S. EDUS is the parent company of 26 universities located throughout the U.S. and Canada. It has a strong international business and management program offering in most of its holdings and is known for its exceptional online delivery capability.
You have been selected to work on the EDUS research team in support of the steering committee for this acquisition. You are part of a high performance work team which will focus its research in 5 separate areas. The EDUS CEO has briefed the team and expressed the need for comprehensive research to ensure that the acquisition of MCU will be right for both organizations. She tells you and the team that acquisitions, like this, are often unsuccessful because of incompatible cultures, clashes in management styles, poor integration strategies, and inadequate communications. So she has requested that you particularly focus on these areas of inquiry. The EDUS CEO also informs you and the team that although she understands that this project will take some time, it is imperative that preliminary recommendations be presented within the next eight weeks. To meet the guidance of your CEO, you will lead the project team in a presentation of the team’s findings within this designated period.
What We Have to Lose
Theodore Dalrymple
Whenever we learn of events of world-shaking significance, of catastrophes or massacres, we are
inclined not only to feel ashamed (all too briefly) of our querulous preoccupation with our own minor
tribulations but also to question the wider value of all our activities. I do not know whether people who are
faced by death in a few seconds' time see their lives flash before them, as they are said to do, and pass
final judgment upon them; but whenever I read something about the Khmer Rouge, for.
On Truth and Lies in a Nonmoral Sense (1873)Friedrich Nietzsche.docxhopeaustin33688
On Truth and Lies in a Nonmoral Sense (1873)
Friedrich Nietzsche
1
Once upon a time, in some out of the way corner of that universe which is dispersed into numberless twinkling solar systems, there was a star upon which clever beasts invented knowing. That was the most arrogant and mendacious minute of "world history," but nevertheless, it was only a minute. After nature had drawn a few breaths, the star cooled and congealed, and the clever beasts had to die. One might invent such a fable, and yet he still would not have adequately illustrated how miserable, how shadowy and transient, how aimless and arbitrary the human intellect looks within nature. There were eternities during which it did not exist. And when it is all over with the human intellect, nothing will have happened. For this intellect has no additional mission which would lead it beyond human life. Rather, it is human, and only its possessor and begetter takes it so solemnly-as though the world's axis turned within it. But if we could communicate with the gnat, we would learn that he likewise flies through the air with the same solemnity, that he feels the flying centre of the universe within himself. There is nothing so reprehensible and unimportant in nature that it would not immediately swell up like a balloon at the slightest puff of this power of knowing. And just as every porter wants to have an admirer, so even the proudest of men, the philosopher, supposes that he sees on all sides the eyes of the universe telescopically focused upon his action and thought.
It is remarkable that this was brought about by the intellect, which was certainly allotted to these most unfortunate, delicate, and ephemeral beings merely as a device for detaining them a minute within existence. For without this addition they would have every reason to flee this existence as quickly as Lessing's son. The pride connected with knowing and sensing lies like a blinding fog over the eyes and senses of men, thus deceiving them concerning the value of existence. For this pride contains within itself the most flattering estimation of the value of knowing. Deception is the most general effect of such pride, but even its most particular effects contain within themselves something of the same deceitful character.
As a means for the preserving of the individual, the intellect unfolds its principle powers in dissimulation, which is the means by which weaker, less robust individuals preserve themselves-since they have been denied the chance to wage the battle for existence with horns or with the sharp teeth of beasts of prey, This art of dissimulation reaches its peak in man. Deception, flattering, lying, deluding, talking behind the back, putting up a false front, living in borrowed splendor, wearing a mask, hiding behind convention, playing a role for others and for oneself-in short, a continuous fluttering around the solitary flame of vanity-is so much the rule and the law among men that there is almost not.
Computers and Society 02 - What is TechnologyRandy Connolly
Presentation for COMP 3309 (Computers and Society), a third-year course in our CIS degree. This presentation unpacks the different meanings of technology and examines some of the different evaluative approaches to take to the study of technology. Also has a section on mythological understandings of technology.
The Digital Age Essay
Thesis For Nosferatu
Expository Essay : Career And Psychology
Essay on Volcanoes
Technology Expository Essay
Life is a Struggle Essay examples
Peak Hour Essay
Thesis Statement For Mental Health
Essay Expository on Love
Expository Writing Rough Draft On School
Reflection Of Expository Writing
International Students Essay example
HIV and AIDS Essay
Everyday Use Thesis Statement
Expository Essay On Earthquake
Liberal Arts Education Essay
How to Analyze an Expository Essay
Cookies Essay
Due date Saturday March 21, 2015.Answers for each question sho.docxjacksnathalie
Due date Saturday March 21, 2015.
Answers for each question should be at least 100 words.
1. Exam Questions:
Topic #3 – Economic Actors
1. Explain Myrdal’s concept of cumulative and circular causation and compare and contrast it to Veblen’s concept of cumulative causation.
2. Explain Robert Montgomery’s theory of how institutional practices come about and come to be thought of and practiced over time.
3. What is Montgomery’s theorized relationship between technological change and cultural change and give (articulate) an example outside of the Montgomery reading.
Reading:
1. Montgomery: Historical Fact
2. Myrdal: Institutional Economics
4. Exam Questions:
Topic #9 – Money
1. How does the standard story of the invention of money differ from the Institutionalist/Post Keynesian theory?
2. What does the Institutionalist/Post Keynesian theory of money says about the financial constraints on an economy to provisioning for the elderly?
Reading:
Wray: An irreverent overview of the history of money from the beginning of the beginning through to the present.
Question 1
a) The law that will be applied. . . .
b) The court will decide the effect of the the purported acceptance in the following way: . . .
c) The additional terms . . .
Question 2
a) She was only joking:
The offeror would argue that . . .
b) She didn't know that an offer was being made:
The offeror would argue that . . .
c) She knew she was signing an offer but he didn't read all of the terms:
The offeror would argue that . . .
d) She did not understand some of the terms and conditions:
The offeror would argue that . . .
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
An irreverent overview of the history of money from the beginning of the begi...
L Randall Wray
Journal of Post Keynesian Economics; Summer 1999; 21, 4; ABI/INFORM Global
pg. 679
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with p ...
Analyze rhetorical context, like audience and timeMake sure you .docxrossskuddershamus
Analyze rhetorical context, like audience and time
Make sure you have evidence and examples to prove the thesis
A summary to make sure the audience knows what you are talking
Thesis: talk about point of the paper, the point of the paper in your analisis, analyzing the rhetorical strategies (ethos, pathos, logos)
Analyze the argument (dis the author support their claims)
HOW TO SET UP THE PAPER
-hook
-Introduction (short summary – more detailed about the paper) Thesis
-Longer summary-more detail about) / background information / Ted talk 2014
- evidence /examples
- conclusion
http://www.ted.com/talks/mark_pagel_how_language_transformed_humanity?language=en#t-351943
Each of you possesses the most powerful, dangerous and subversive trait that natural selection has ever devised. It's a piece of neural audio technology for rewiring other people's minds. I'm talking about your language, of course, because it allows you to implant a thought from your mind directly into someone else's mind, and they can attempt to do the same to you, without either of you having to perform surgery. Instead, when you speak,you're actually using a form of telemetry not so different from the remote control device for your television. It's just that, whereas that device relies on pulses of infrared light, your language relies on pulses, discrete pulses, of sound.
0:55And just as you use the remote control device to alter the internal settings of your televisionto suit your mood, you use your language to alter the settings inside someone else's brain to suit your interests. Languages are genes talking, getting things that they want. And just imagine the sense of wonder in a baby when it first discovers that, merely by uttering a sound, it can get objects to move across a room as if by magic, and maybe even into its mouth.
1:25Now language's subversive power has been recognized throughout the ages in censorship, in books you can't read, phrases you can't use and words you can't say. In fact, the Tower of Babel story in the Bible is a fable and warning about the power of language. According to that story, early humans developed the conceit that, by using their language to work together, they could build a tower that would take them all the way to heaven. Now God, angered at this attempt to usurp his power, destroyed the tower, and then to ensure that it would never be rebuilt, he scattered the people by giving them different languages --confused them by giving them different languages. And this leads to the wonderful irony that our languages exist to prevent us from communicating. Even today, we know that there are words we cannot use, phrases we cannot say, because if we do so, we might be accosted, jailed, or even killed. And all of this from a puff of air emanating from our mouths.
2:29Now all this fuss about a single one of our traits tells us there's something worth explaining.And that is how and why did this remarkable trait evolve, and why did it evolve only in .
Original title: Technology Transforming Media, Transforming Us.
This is a Keynote (the app) talk I gave at Webvisions' 2013 NYC Conference in March. It's my perspective on mass communication/media from the Stone Age to today.
EDUSs Acquisition of MCUThe Situation The CEO of EducUS .docxtoltonkendal
EDUS's Acquisition of MCU
The Situation:
The CEO of EducUS Corporation (EDUS), in conjunction with the EDUS board of directors, has decided to increase the corporation’s footprint and expand its international operations. After identifying global opportunities, the EDUS board of directors decided to explore the possibility of purchasing the Mekong Cham University (MCU) located in downtown Phnom Penh, Cambodia. This university is a small academic institution which has a strong technology school but is short on resources. Specifically, the Mekong Cham faculty members are highly acclaimed technologists who are widely published in the field of information technology and enterprise software application. However, while MCU enjoys an exceptional local reputation as an educational institution, it has difficulty in recruiting students outside the Southeast Asia region. One reason is that MCU has no capability, due to lack of funding, to provide online course offerings. Another reason for the low enrollment at MCU is the poor physical condition of the university building complex. EDUS Corporation also enjoys an excellent reputation as the third largest provider of nontraditional education in the U.S. EDUS is the parent company of 26 universities located throughout the U.S. and Canada. It has a strong international business and management program offering in most of its holdings and is known for its exceptional online delivery capability.
You have been selected to work on the EDUS research team in support of the steering committee for this acquisition. You are part of a high performance work team which will focus its research in 5 separate areas. The EDUS CEO has briefed the team and expressed the need for comprehensive research to ensure that the acquisition of MCU will be right for both organizations. She tells you and the team that acquisitions, like this, are often unsuccessful because of incompatible cultures, clashes in management styles, poor integration strategies, and inadequate communications. So she has requested that you particularly focus on these areas of inquiry. The EDUS CEO also informs you and the team that although she understands that this project will take some time, it is imperative that preliminary recommendations be presented within the next eight weeks. To meet the guidance of your CEO, you will lead the project team in a presentation of the team’s findings within this designated period.
What We Have to Lose
Theodore Dalrymple
Whenever we learn of events of world-shaking significance, of catastrophes or massacres, we are
inclined not only to feel ashamed (all too briefly) of our querulous preoccupation with our own minor
tribulations but also to question the wider value of all our activities. I do not know whether people who are
faced by death in a few seconds' time see their lives flash before them, as they are said to do, and pass
final judgment upon them; but whenever I read something about the Khmer Rouge, for.
On Truth and Lies in a Nonmoral Sense (1873)Friedrich Nietzsche.docxhopeaustin33688
On Truth and Lies in a Nonmoral Sense (1873)
Friedrich Nietzsche
1
Once upon a time, in some out of the way corner of that universe which is dispersed into numberless twinkling solar systems, there was a star upon which clever beasts invented knowing. That was the most arrogant and mendacious minute of "world history," but nevertheless, it was only a minute. After nature had drawn a few breaths, the star cooled and congealed, and the clever beasts had to die. One might invent such a fable, and yet he still would not have adequately illustrated how miserable, how shadowy and transient, how aimless and arbitrary the human intellect looks within nature. There were eternities during which it did not exist. And when it is all over with the human intellect, nothing will have happened. For this intellect has no additional mission which would lead it beyond human life. Rather, it is human, and only its possessor and begetter takes it so solemnly-as though the world's axis turned within it. But if we could communicate with the gnat, we would learn that he likewise flies through the air with the same solemnity, that he feels the flying centre of the universe within himself. There is nothing so reprehensible and unimportant in nature that it would not immediately swell up like a balloon at the slightest puff of this power of knowing. And just as every porter wants to have an admirer, so even the proudest of men, the philosopher, supposes that he sees on all sides the eyes of the universe telescopically focused upon his action and thought.
It is remarkable that this was brought about by the intellect, which was certainly allotted to these most unfortunate, delicate, and ephemeral beings merely as a device for detaining them a minute within existence. For without this addition they would have every reason to flee this existence as quickly as Lessing's son. The pride connected with knowing and sensing lies like a blinding fog over the eyes and senses of men, thus deceiving them concerning the value of existence. For this pride contains within itself the most flattering estimation of the value of knowing. Deception is the most general effect of such pride, but even its most particular effects contain within themselves something of the same deceitful character.
As a means for the preserving of the individual, the intellect unfolds its principle powers in dissimulation, which is the means by which weaker, less robust individuals preserve themselves-since they have been denied the chance to wage the battle for existence with horns or with the sharp teeth of beasts of prey, This art of dissimulation reaches its peak in man. Deception, flattering, lying, deluding, talking behind the back, putting up a false front, living in borrowed splendor, wearing a mask, hiding behind convention, playing a role for others and for oneself-in short, a continuous fluttering around the solitary flame of vanity-is so much the rule and the law among men that there is almost not.
Computers and Society 02 - What is TechnologyRandy Connolly
Presentation for COMP 3309 (Computers and Society), a third-year course in our CIS degree. This presentation unpacks the different meanings of technology and examines some of the different evaluative approaches to take to the study of technology. Also has a section on mythological understandings of technology.
The Digital Age Essay
Thesis For Nosferatu
Expository Essay : Career And Psychology
Essay on Volcanoes
Technology Expository Essay
Life is a Struggle Essay examples
Peak Hour Essay
Thesis Statement For Mental Health
Essay Expository on Love
Expository Writing Rough Draft On School
Reflection Of Expository Writing
International Students Essay example
HIV and AIDS Essay
Everyday Use Thesis Statement
Expository Essay On Earthquake
Liberal Arts Education Essay
How to Analyze an Expository Essay
Cookies Essay
The ‘glue’ that binds life and the universe into a coherent matrix - there is far more to Bytes than just bits, communication, storage and perception!
Big Data, Small Data, Information; storage and transmission; immediately conjure a picture of ‘potential high confusion’. But Information Theory is here to help us despite it upsetting the ‘purists’ of other disciplines; for it ‘steals’ the ideas and concepts of fundamental physics to apply them in a new and novel way that some would consider ‘fuzzy and sloppy’.
“What passes as information theory today is not communication at all, but merely transportation. ... Information theory was developed by Claude E. Shannon to find fundamental limits on signal processing operations such as compressing data and on reliably storing and communicating data.”
Non-the-less, as a practical theory, it played a key role in empowering the telecoms, coding and computing revolutions by defining the limits of what is possible, what can and can’t be done. Without out this theory we would be engaged in blind engineering - trial and error, rules of thumb, and guessing!
The prime contention is the use of ‘Entropy’ as a practical measure of order and disorder outside the confines of Thermodynamics. Thankfully, Shannon assumed the edict: just because something is not pure, and perfect, doesn’t mean to say we can’t exploit it!
This tutorial therefore details the thinking and justifies the principles so that students may utilise the many facets in the design and practice of information system engineering. Specifically: digital transmission over copper, fibre and wireless, data storage in all media, image processing and display, signal coding, information encryption, and security.
In the second edition of this witty and infectious book, Madsen Pirie builds upon his guide to using - and indeed abusing - logic in order to win arguments. By including new chapters on how to win arguments in writing, in the pub, with a friend, on Facebook and in 140 characters (on Twitter), Pirie provides the complete guide to triumphing in altercations ranging from the everyday to the downright serious.
He identifies with devastating examples all the most common fallacies popularly used in argument. We all like to think of ourselves as clear-headed and logical - but all readers will find in this book fallacies of which they themselves are guilty. The author shows you how to simultaneously strengthen your own thinking and identify the weaknesses in other people arguments. And, more mischievously, Pirie also shows how to be deliberately illogical - and get away with it. This book will make you maddeningly smart: your family, friends and opponents will all wish that you had never read it.
Publisher's warning: In the wrong hands this book is dangerous. We recommend that you arm yourself with it whilst keeping out of the hands of others. Only buy this book as a gift if you are sure that you can trust the recipient.
How to Win Every Argument: The Use and Abuse of Logic
Essay On Vehicle Pollution | Vehicle Pollution Essay for Students and .... Save the Ailing Earth from Vehicular Pollution (400 Words) - PHDessay.com. Vehicle Pollution Essay For Students | Earth Reminder.
Cyber terrorism, by definition, is the politically motivated use.docxdorishigh
Cyber terrorism, by definition, is the politically motivated use of computers and information technology to cause severe disruption or widespread fear in society. The Center for Strategic and International Studies reported in March 2019 that Chinese Hackers targeted at least 27 Universities to steal Naval Technologies research, being one of many cyber-terrorist attacks. Besides these attacks, Hacktivism is a cyber-attack either by legal or illegal digital means in the pursuit of political ends, free speech, and the right of free speech. A most notable example would be the group Anonymous conducting numerous hacks from 2008 to 2012 against companies, organizations, and even governments that go against their moral codes. Behind the Tunisia Operation in 2010, Anonymous took down eight government websites with DDOS (Distributed Denial of Service) attacks in support of Arab Spring movements. Between the two Cyberterrorism is meant to instill fear and panic in society. At the same time, Hacktivism brings about a voice or an opposition to the government and other organizations to support a cause against them. Hacktivism is more politically based, pointing out flaws in the system raising awareness on our rights as human beings. Advances in technology lead to newer and different types of attacks either group can conduct. From viruses waiting for you to log into your bank account to massive-scale attacks against the banks' systems themselves, terrorists, or hacktivists, have infinite ways to infiltrate and attack for their cause. Many laws have been put in place to combat these groups, acts put in place such as Cybersecurity Information Sharing Act (CISA) or Cybersecurity Enhancement Act of 2014 helping share information and build research and development to fight against cyber-attacks. Given the push against both groups by our government, I can't help but feel concern for our rights and freedoms that may be infringed upon that our government or some corporation is doing while combating the whistleblower with Hacktivist tactics. It only keeps me and others mindful while fighting against cyberattacks that may be classified as cyberterrorism. There is a fine line on what would be a genuine noble act of hacking or something labeled as cyberterrorism placing information and lives at risk, its not so black and white as some areas can be considered grey. Thankfully some events in history, thanks to Hacktivism has brought good results that benefit society, such as Operation "Nice" which organized to hunt down the terrorist responsible for attacks in the French city, killing nearly a hundred people. Also, Operation Darknet which infiltrated 40 child pornography websites publishing 1500 plus names of frequent visitors to the sites stopping such activity. In these instances, I am for hacktivism and specific groups that act for the benefit of society and our rights as humans.
Cyberterrorism. (n.d.). Retrieved from
https://www.dictionary.com/browse/cyberterroris.
More Related Content
Similar to 1 The Judgment of Thamus Y ou will find in Platos Plu.docx
The ‘glue’ that binds life and the universe into a coherent matrix - there is far more to Bytes than just bits, communication, storage and perception!
Big Data, Small Data, Information; storage and transmission; immediately conjure a picture of ‘potential high confusion’. But Information Theory is here to help us despite it upsetting the ‘purists’ of other disciplines; for it ‘steals’ the ideas and concepts of fundamental physics to apply them in a new and novel way that some would consider ‘fuzzy and sloppy’.
“What passes as information theory today is not communication at all, but merely transportation. ... Information theory was developed by Claude E. Shannon to find fundamental limits on signal processing operations such as compressing data and on reliably storing and communicating data.”
Non-the-less, as a practical theory, it played a key role in empowering the telecoms, coding and computing revolutions by defining the limits of what is possible, what can and can’t be done. Without out this theory we would be engaged in blind engineering - trial and error, rules of thumb, and guessing!
The prime contention is the use of ‘Entropy’ as a practical measure of order and disorder outside the confines of Thermodynamics. Thankfully, Shannon assumed the edict: just because something is not pure, and perfect, doesn’t mean to say we can’t exploit it!
This tutorial therefore details the thinking and justifies the principles so that students may utilise the many facets in the design and practice of information system engineering. Specifically: digital transmission over copper, fibre and wireless, data storage in all media, image processing and display, signal coding, information encryption, and security.
In the second edition of this witty and infectious book, Madsen Pirie builds upon his guide to using - and indeed abusing - logic in order to win arguments. By including new chapters on how to win arguments in writing, in the pub, with a friend, on Facebook and in 140 characters (on Twitter), Pirie provides the complete guide to triumphing in altercations ranging from the everyday to the downright serious.
He identifies with devastating examples all the most common fallacies popularly used in argument. We all like to think of ourselves as clear-headed and logical - but all readers will find in this book fallacies of which they themselves are guilty. The author shows you how to simultaneously strengthen your own thinking and identify the weaknesses in other people arguments. And, more mischievously, Pirie also shows how to be deliberately illogical - and get away with it. This book will make you maddeningly smart: your family, friends and opponents will all wish that you had never read it.
Publisher's warning: In the wrong hands this book is dangerous. We recommend that you arm yourself with it whilst keeping out of the hands of others. Only buy this book as a gift if you are sure that you can trust the recipient.
How to Win Every Argument: The Use and Abuse of Logic
Essay On Vehicle Pollution | Vehicle Pollution Essay for Students and .... Save the Ailing Earth from Vehicular Pollution (400 Words) - PHDessay.com. Vehicle Pollution Essay For Students | Earth Reminder.
Cyber terrorism, by definition, is the politically motivated use.docxdorishigh
Cyber terrorism, by definition, is the politically motivated use of computers and information technology to cause severe disruption or widespread fear in society. The Center for Strategic and International Studies reported in March 2019 that Chinese Hackers targeted at least 27 Universities to steal Naval Technologies research, being one of many cyber-terrorist attacks. Besides these attacks, Hacktivism is a cyber-attack either by legal or illegal digital means in the pursuit of political ends, free speech, and the right of free speech. A most notable example would be the group Anonymous conducting numerous hacks from 2008 to 2012 against companies, organizations, and even governments that go against their moral codes. Behind the Tunisia Operation in 2010, Anonymous took down eight government websites with DDOS (Distributed Denial of Service) attacks in support of Arab Spring movements. Between the two Cyberterrorism is meant to instill fear and panic in society. At the same time, Hacktivism brings about a voice or an opposition to the government and other organizations to support a cause against them. Hacktivism is more politically based, pointing out flaws in the system raising awareness on our rights as human beings. Advances in technology lead to newer and different types of attacks either group can conduct. From viruses waiting for you to log into your bank account to massive-scale attacks against the banks' systems themselves, terrorists, or hacktivists, have infinite ways to infiltrate and attack for their cause. Many laws have been put in place to combat these groups, acts put in place such as Cybersecurity Information Sharing Act (CISA) or Cybersecurity Enhancement Act of 2014 helping share information and build research and development to fight against cyber-attacks. Given the push against both groups by our government, I can't help but feel concern for our rights and freedoms that may be infringed upon that our government or some corporation is doing while combating the whistleblower with Hacktivist tactics. It only keeps me and others mindful while fighting against cyberattacks that may be classified as cyberterrorism. There is a fine line on what would be a genuine noble act of hacking or something labeled as cyberterrorism placing information and lives at risk, its not so black and white as some areas can be considered grey. Thankfully some events in history, thanks to Hacktivism has brought good results that benefit society, such as Operation "Nice" which organized to hunt down the terrorist responsible for attacks in the French city, killing nearly a hundred people. Also, Operation Darknet which infiltrated 40 child pornography websites publishing 1500 plus names of frequent visitors to the sites stopping such activity. In these instances, I am for hacktivism and specific groups that act for the benefit of society and our rights as humans.
Cyberterrorism. (n.d.). Retrieved from
https://www.dictionary.com/browse/cyberterroris.
Cyber Security Threats
Yassir Nour
Dr. Fonda Ingram
ETCS-690
Cybersecurity Research Seminar
Date: 02/08/2019
1. Denial-of-Service (DoS) Attacks
A denial-of-service (DoS) is any kind of assault where the assailants (programmers) endeavor to keep real clients from getting to the service.
Programmer sends undesirable high volumes of traffic through the system until it ends up stacked and can never again work.
https://www.incapsula.com/ddos/ddos-attacks/denial-of-service.html
2
Company and summary of how the threat affected the firm
Deezer, an online music streaming service, says it was affected by a vast scale DDoS assault on June 7 through a botnet, which brought about the organization's site being down for a few hours.
https://www.theguardian.com/technology/2014/jun/10/deezer-user-data-hack-attack-ddos
3
Possible
Solution
s
These threats could been avoided by:
Reinforcing the security frameworks and servers
WAFs (Web Application Firewalls) are an incredible instrument to use against these assaults as they give you more command over your web traffic while perceiving malicious web misuses.
2. Malware
A malware assault is a sort of cyber-attack in which malware or malicious programming performs exercises on the unfortunate casualty's PC system, more often than not without his/her insight.
In straightforward words, it is a code with the expectation to takes information or obliterates something on the PC.
https://us.norton.com/internetsecurity-malware.html
5
Company and summary of how the threat affected the firm
Onslow Water and Sewer Authority (OWASA) on October 15, 2018, was assaulted by Ryuk ransomware making huge harm to the association's system and brought about various databases and systems being modified starting from the group up.
The ransomware corrupted vast quantities of endpoints and requested higher payments than what we ordinarily observe (15 to 50 Bitcoins).
https://blog.malwarebytes.com/cybercrime/malware/2019/01/ryuk-ransomware-attacks-businesses-over-the-holidays/
6
Possible
.
Cyber Security in Industry 4.0Cyber Security in Industry 4.0 (.docxdorishigh
Cyber Security in Industry 4.0
Cyber Security in Industry 4.0 (IEEE) Using Emerging Technology to Improve Compliance As cyber threats, malicious software, and cyber-attacks continue to escalate in sophistication, and no industry can remain immune to these threats. The IEEE has used industry-inspired advances in innovation and implementation to promote the highest level of cybersecurity standards for the most robustly protected information and communication technology infrastructure, from networks and telecommunication systems through websites, digital certificates, and passwords, and other software-based systems (Ardito et al., 2019). This Enhanced Canada Cybersecurity Standards and Certificates (ECCS&C) project strives to provide a common framework for enhanced cybersecurity across all sectors. The fourth industrial revolution is referred to as cybersecurity in Industry 4.0 and is encompassing three discrete components: machine learning, artificial intelligence, and automation.The effects of these four technologies will most certainly impact the processes and processes aspects of technology adoption. Over the next decade, we will most certainly see further and the further rise of robotics (Ardito et al., 2019).
The industrial revolution will begin with smart factory security systems. For now, those systems are secure, but many manufacturers will soon provide safeguards against attack and malware threats to help prevent malware attacks and lawsuits. The processes can look simple like a boiler next to a giant hexagon. For example, all these processes would trigger heating or cooling at some point, and the heating or cooling can be controlled by digital control boxes connected to a smart grid (Shi et al., 2019).
The industrial network will soon have more people connected in more complex networks, such as industrial warehouses. All of these buildings can communicate with each other and can remotely activate or deactivate automation systems to reduce manufacturing costs. The need for the defense, control, and monitoring of systems and networks. The blockchain is the most viable platform for these purposes (Shi et al., 2019). Decentralization is gaining respect and confidence on a global scale, and so there is a renewed emphasis on the blockchain in the industry. There is an abundance of articles on the blockchain's potential and benefits for companies. For example, more than fifty articles are covering the blockchain's potential for authentication, threat modeling, and development of social payment interfaces. Companies are beginning to explore smart contracts and smart systems for security, reputation, and data. All in all, it seems that all the evidence points to blockchain technology as the future of the financial industry (Shi et al., 2019).
References
Ardito, L., Petruzzelli, A. M., Panniello, U., & Garavelli, A. C. (2019). Towards Industry 4.0. Business Process Management Journal.
Shi, L., Chen, X., Wen, S., & Xiang, Y. (2019, December)..
Cyber Security Gone too farCarlos Diego LimaExce.docxdorishigh
Cyber Security Gone too far
Carlos Diego Lima
Excelsior College
BNS301 National Security Ethics and Diversity
How far is it too far when protecting the peoples' rights in cyberspace and its national security? In an ever-evolving cyber world, many states tend to infringe on citizens' cyber information privacy for their own accord. Sometimes governments overstep boundaries and bend the rules to protect the land and overstep the peoples' privacy to enforce rules and regulations. My final paper will analyze rules and regulations within the Cybersecurity realm within the United States. The National Security Strategy is a good guideline on the laws and what the U.S is looking to implement soon. This paper intends not to make conspiracy theories to show facts and existing laws and regulations on how the citizens' privacy has no longer been protected and some examples of historical events. (Snowden) had an ethical dilemma when he made his decisions. My paper will include my opinions and the bullet points below to construct a good argument on how the U.S can protect its citizens' privacy.
· National Security Strategy
· Cyber laws within the United States
· Privacy Laws
· Phone settings
· Phone Companies and laws sharing information to the government
· Internal agencies search and espionage laws
Edgar, T. H. (2017). Beyond Snowden privacy, mass surveillance, and the struggle to reform the NSA. Washington, D.C: Brookings Institution Press.
J., T. P., & Upton, D. (2016). Cyber security culture: Counteracting cyber threats through organizational learning and training. Routledge.
Miloshoska, D., & Smilkovski, I. (2016).
Http://uklo.edu.mk/filemanager/HORIZONTI 2017/Horizonti serija A volume 19/14. Security and trade facilitation - the evidence from Macedonia- Milososka, Smilkovski.pdf.
HORIZONS.A, 19, 153-163. doi:10.20544/horizons.a.19.1.16.p14
Omand, D. (2018). Principled Spying: The Ethics of Secret Intelligence. Georgetown University Pre Omand, D. (2018). Principled Spying: The Ethics of Secret Intelligence. Georgetown University Press.
Zimmerman, R. (2015). The Department of Homeland Security: Assessment, recommendations, and appropriations. New York: Nova.
Running Head: METHODS, RESULTS AND DISCUSSION 1
METHODS, RESULTS AND DISCUSSION
Kaytlin De Los Santos
Florida International University
METHODS, RESULTS AND DISCUSSION 2
Methods, Results and Discussion
Methods
Participants
One hundred and thirty-nine participants were randomly selected and requested to fill a
questionnaire during the study. Every one of the 48 researchers looked for about 3 participants
each who were strangers to them or students at FIU. The participants needed to have not taken a
psychology research methods class in the fall of 2019.
Male participants for the study were 53 which accounted 38.1% while female participants
were 86 which accounted for 61.9% of the total number of particip.
CW 1R Checklist and Feedback Sheet Student Copy Go through this.docxdorishigh
CW 1R Checklist and Feedback Sheet: Student Copy
Go through this checklist before you submit your CW 1R assessment. You can also use this sheet to make notes on your tutor’s feedback in the following areas. This information will be essential when you are improving your draft.
Tutor’s comments
Part 3
Is your referencing complete and accurate?
Part 1
Have you evaluated the required number of sources?
Have you included all the sources in your evaluation in your list?
Is it clear how you have identified your sources as reliable and appropriate for academic use? Have you considered a number of aspects eg. currency, authority, etc?
Are your sources all clearly relevant to your topic?
Have you explained the key points or identified useful data from each source? Have you explained points in your own words?
Have you noted how you will use the source in your essay? Will it support a point / provide data / offer a counter-argument?
Have you identified the relationship between the information you have read? Do articles support an argument presented in another source? Provide additional information? Offer an alternative view?
Part 2
Have you included all your sources in part 2 in your outline?
Is your introduction clear? Have you included: the background /context for your essay? An overview of the essay structure?
Is your position clear?
Does your position relate to the main body of the essay? Do all your points relate to your position?
Is the development of your argument logical throughout your outline? Do any paragraphs seem repetitive / irrelevant or out of place?
For each paragraph
Is it clear how each paragraph develops your argument?
Does each paragraph focus and develop one key point?
Is the topic sentence clear?
Do the supporting points develop the topic sentence?
Is there clear evidence / data to support your points?
Are citations included for the support you will use?
Have you used more than one source for each paragraph?
Conclusion
Does your conclusion effectively answer your question?
1
BERNICE BOBS HER HAIR
by
F. Scott Fitzgerald
After dark on Saturday night one could stand on the first tee
of the golf-course and see the country-club windows as a
yellow expanse over a very black and wavy ocean. The
waves of this ocean, so to speak, were the heads of many
curious caddies, a few of the more ingenious chauffeurs, the
golf professional's deaf sister--and there were usually several
stray, diffident waves who might have rolled inside had they
so desired. This was the gallery.
The balcony was inside. It consisted of the circle of wicker
chairs that lined the wall of the combination clubroom and
ballroom. At these Saturday-night dances it was largely
feminine; a great babel of middle-aged ladies with sharp eyes
and icy hearts behind lorgnettes and large bosoms. The main
function of the balcony was critical. It occasionally showed
grudging admira.
CW 1 Car Industry and AIby Victoria StephensonSubmission.docxdorishigh
CW 1 Car Industry and AI
by Victoria Stephenson
Submission date: 03-Jan-2020 12:53PM (UTC+0000)
Submission ID: 1239134764
File name: 14900_Victoria_Stephenson_CW_1_Car_Industry_and_AI_278016_1651532176.docx (39.1K)
Word count: 2448
Character count: 13114
Overall structure looks clear, but what is the main focus of paragraph
5?
Non-academic source
Referencing error
Good point /
s
Pt 1. Search method
issue 1
This is not the title of the article - it is 'Driving Tests Coming for Autonomous Cars'. Make sure your referencing
is accurate.
Pt 1. Search method
issue
This article does not come up on a Google Scholar
search.
G
oo
d
so
ur
ce
s
el
ec
tio
n
R
ef
er
en
ci
ng
e
rr
or
P
t 2
. C
le
ar
s
ou
rc
e
ev
al
ua
tio
n
G
oo
d
po
in
t /
s
P
t 2
. G
oo
d,
c
le
ar
in
di
ca
tio
n
of
h
ow
s
ou
rc
e
w
ill
b
e
us
ed
.
2
P
t 2
. G
oo
d,
c
le
ar
s
up
po
rt
pr
ov
id
ed
G
oo
d
so
ur
ce
s
el
ec
tio
n
P
t 2
. C
le
ar
s
ou
rc
e
ev
al
ua
tio
n
P
t 2
. G
oo
d,
c
le
ar
in
di
ca
tio
n
of
h
ow
s
ou
rc
e
w
ill
b
e
us
ed
.
P
t 2
. G
oo
d,
c
le
ar
po
in
t
P
t 2
. G
oo
d,
c
le
ar
s
up
po
rt
pr
ov
id
ed
Good point /
s
QM
QM
FINAL GRADE
60/100
CW 1 Car Industry and AI
GRADEMARK REPORT
GENERAL COMMENTS
Instructor
Source Selection: 6 (One merit criteria met; two of the
sources are less academic)
Source Evaluation and Use of Sources: 7 (Both Merit
criteria met)
Processing Text: 6.5 (mid-mark) One Distinction criteria
met - main points are all clear, support is repetitive /
less clear in places - make sure you give specific
examples / data).
Research and Understanding: 4.5 - mid-mark awarded.
Search methods are unclear / could not be followed.
Conclusions are good and clearly indicate reading has
been undertaken and understood.
24 / 40
PAGE 1
Text Comment. Overall structure looks clear, but what is the main focus of paragraph 5?
PAGE 2
Non-academic source
Remember that your sources must be reliable/trustworthy. This means they should be books,
academic journal articles, or reports from governments or international organisations. Do not use
general websites as primary sources.
Referencing error
QM
QM
QM
QM
QM
QM
QM
Check the guidelines on the cover page of this submission template to make sure you have
formatted the reference accurately.
Good point / s
Pt 1. Search method issue
You have not explained where you found your source or have used a non-academic search engine.
This is not good practice for academic study; please use either Google Scholar, StarPlus or the
reference lists of other related academic papers.
Comment 1
Google Scholar would be a better starting point, or you could follow up on research cited in the
website article to make sure that the research is academic and non-biased.
PAGE 3
Text Comment. This is not the title of the article - it is 'Driving Tests Coming for Autonomous
Cars'. Make .
CWTS
CWFT Module 7 Chapter 2
Eco-maps
1
ECO-MAPS
The eco-map helps to identify family resources at-a-glance. Areas of strength and concern are presented to assist in
creating a picture of the family’s world. Information is gathered in circles. Eco-maps are a snapshot in time.
Periodically update changes in connections to resources—especially natural familial and community resources to
maximize usefulness of the tool. The list below helps spur questions and generate deeper discussion about resources
and strengths during the initial visit.
Extended Family Medical/Health Care
Who is in the area that can be a support for you ALL family members: physical illness or disease
What kind of relationship Effects of chemical use
What kind of insurance
Income Effects of chemical use
Financial status Access to medical care
Sources of income Psychological illness, disease
Budgeting
Social Services/Resources
Friends County or Tribal/Financial Services/Child Welfare
Close – Supportive – Conflictive Names of workers
Where located Neighborhood centers
What kind of contact - frequency Agencies / counseling involved with in the past
Positive or negative experiences
Recreation
What do you do for fun Work/School
What do you do for relaxation Employment—past/present
What would you like to do What work are you interested in pursuing
Interests and / or hobbies What type of skills, vocation
What have you done in the past Degree or school until what grade
Positive or negative experiences
Spiritually/Religion
Spirituality and/or religious affiliation growing up Neighborhood
What kind of experiences did you have How long at present home
With what activities were you involved What is your neighborhood like
Current spiritual beliefs and religious affiliations Do you feel safe in your home and neighborhood
Where did you grow up, and what was it like
When showing connections with the ecomap, indicate the nature of the connections with a descriptive word or by
drawing different kinds of lines:
Strong connections: ----------
Tenuous connections: ._._._._
Stressful connections: //////
Draw arrows along the connection lines to signify the flow of energy and resources.
Identify significant people and fill in empty circles as needed. See the example Kelly Family below.
CWTS
CWFT Module 7 Chapter 2
Eco-maps
2
CHURCH/SPIRITUALITY
RECREATION
WORK/SCHOOL
FRIENDS
Extended Family/
Significant Others NEIGHBORHOOD
INCOME
SOCIAL SERVICES/
RESOURCES
NAME: ________________________
MEDICAL/
HEALTH CARE
STRENGTHS:
CONCERNS:
CWTS
CWFT Module 7 Chapter 2
Eco-maps
3
KELLY
FAMILY
Example
HEALTH CARE
EXTENDED
FAMILY
Absent father
WILLIAM
13
VERONA
9
GLORIA
14
SCHOOL
HOUSING:
Homeless
DANGEROUS
NEIGHBORHOOD
CHILD
WELFARE
(foster homes)
MFIP
BENEFITS
JOB TRAINING
Vocational
Rehabilitation
Prog.
Cw2 Marking Rubric Managerial Finance
0
Fail
2
(1-29) Fail
30-39
Fail
40-49
3rd
50-59
2:2
60-69
2:1
70+
1st
Grade Descriptors (Right)
Learning Pillars, Criterion Description and Expectations (Below)
Module Learning Outcome and Industry Competencies
Weighting
No attempt, No submission, Absent
Unsatisfactory, Poor, Week
Incomplete, Inadequate, Limited
Basic, Satisfactory, Sufficient
Appropriate, Fair, Reasonable,
Commendable, Competent, Judicious
Highly Commendable, Outstanding, Exceptional
1
Professional Skills - Executive Summary - Degree to which the executive summary explains the key themes and outcomes of the report in a one page summary
1A,1C
5%
As per grade descriptor
Poor attempt at identifying and
including key themes and/or outcomes. Is unlikely to be limited to one page only
The summary is limited in approach and
therefore incomplete. Possibly over one page in length.
Covers most of the key themes and
outcomes, basic use of information and sources, likely over one page in length.
A one page summary, which provides a
fair and appropriate executive summary to the report.
A commendable, one page summary.
Efficient structure which conveys and logically explains key themes and outcomes.
A strong one page summary. Which is
proficient in explaining key themes and outcomes. Very good structure to the summary.
2
Knowledge and Understanding:
- Introduction completeness and clarity of introduction to the organisation, background, context and rationale for the report being prepared
LO5,4A,4B,5A
10%
As per grade descriptor
Unsatisfactory introduction to the
organisation and background to report. Poor rational is presented. The scope of the report is very broad.
Incomplete introduction and/or background,
inadequate rationale for the report presented. Scope not adequately defined
Acceptable intro and/or background.
Somewhat basic rationale for the research presented. Satisfactory definition of report scope.
Appropriate introduction and/or
background. Fair rationale for the report presented. Scope reasonably well defined.
Commendable introduction and
background presented. Competent rationale presented. Scope well defined.
A strong and well articulated
introduction, the background is proficiently presented with excellent explanation of rationale to the report.
Scope very well defined.
3
Cognitive (thinking) Skills: Literature review:
Information is gathered from multiple, research- based sources. The appropriate content in consideration is covered in depth without being redundant. Sources are cited when specific statements are made. Significance to the
course is unquestionable
LO2,4A,1C,3C,3D
10%
As per grade descriptor
The literature review is
unsatisfactory in that the research content is irrelevant and/or incomplete with poor analysis and conclusions.
The literature review is inadequate in
that the research content is limited and/or incomplete with the same for it's analysis and conclusions.
The review is a.
CVPSales price per unit$75.00Variable Cost per unit$67.00Fixed C.docxdorishigh
CVPSales price per unit$75.00*Variable Cost per unit$67.00*Fixed Cost$100,000.00*Targeted Net Income$0.00*(assume 0 if you want to calculate breakeven)Calculated Volume12,500calculated* inputted by user
Social Networking Channels
Thomas Lamonte Esters
Independence University
29 September 2018
SOCIAL NETWORKING CHANNELS 1
I dislike social networking sites because of the dangerous hazards connected to it.
The ProCon article vividly describes the numerous benefits that are attached to the social networking sites such as connecting people, enhancing advertising and marketing, promoting research and education, assisting to spread information faster as compared to other media, connecting employers and employees and assisting the government to identify and prosecute criminals. These are just a few examples that the article illustrates to support the necessity of the social networking sites in the society today. According to the article, the social networking channels have significantly transformed different sectors such as businesses for the better since they can sell their products and services globally (Procon.org, 2018).
However, the detrimental effects connected with the social networking channels are also numerous and most of them may lead to permanent damage to our lives. It is very clear that the education is the backbone of our lives and also the key to success. Currently, about 69% of the American population use social media channels which is a drastic increase in the usage from 2008 where about 26% of the Americans were connected to the social media (Procon.org, 2018). Most of the social networking sites users are the youths who are in their lower grade level, colleges or even universities. The research shows that using social media when handling assignments decreases the quality of work and makes the students drop in their performance. Education is a core value to a successful life and allowing social media to intrude in the academics will be detrimental since it will lead to the production of incompetent individuals who may end up causing problems in the society (Rowell, 2015).
Moreover, the social media channels expose individuals’ to privacy problems and intrusion by any interested parties. In fact, nothing which is shared in the social media channels is private. According to the survey conducted, 81% of the people surveyed believed that social media is insecure. The government through the NSA (National Security Agencies) intrudes to people’s data and communication in social media meaning that their private information ends up in the hands of the government. Many people do not know about social media privacy settings and this means that they leave their social media accounts prone to invasion (Procon.org, 2018). Viruses such as Steck. Evl can also be propagated via the social media to cause harm to the users. Most of these viruses are spies and send users priv.
CYB207 v2Wk 4 – Assignment TemplateCYB205 v2Page 2 of 2.docxdorishigh
CYB/207 v2
Wk 4 – Assignment Template
CYB/205 v2
Page 2 of 2
NIST Risk Management Framework Step
What is the key NIST Special Publication that guides this step?
What are the typically deliverables for this step??
Who typically works on the deliverables for this step??
Step 1
Categorize
<(list NIST special pub)
(Describe the deliverable)
(List Author)
Step 2
Select
Step 3
Implement
Step 4
Assess
Step 5
Authorize
Step 6
Monitor
Copyright 2020 by University of Phoenix. All rights reserved.
Copyright 2020 by University of Phoenix. All rights reserved.
A Selection From
HAMMURABI'S CODE OF LAWS
(circa 1780 B.C.)
Translated by L. W. King
CODE OF LAWS
2. If any one bring an accusation against a man, and the accused go to the river and leap into the river, if he sink in the river his accuser shall take possession of his house. But if the river prove that the accused is not guilty, and he escape unhurt, then he who had brought the accusation shall be put to death, while he who leaped into the river shall take possession of the house that had belonged to his accuser.
3. If any one bring an accusation of any crime before the elders, and does not prove what he has charged, he shall, if it be a capital offense charged, be put to death.
6. If any one steal the property of a temple or of the court, he shall be put to death, and also the one who receives the stolen thing from him shall be put to death.
14. If any one steal the minor son of another, he shall be put to death.
15. If any one take a male or female slave of the court, or a male or female slave of a freed man, outside the city gates, he shall be put to death.
17. If any one find runaway male or female slaves in the open country and bring them to their masters, the master of the slaves shall pay him two shekels of silver.
21. If any one break a hole into a house (break in to steal), he shall be put to death before that hole and be buried.
22. If any one is committing a robbery and is caught, then he shall be put to death.
25. If fire break out in a house, and some one who comes to put it out cast his eye upon the property of the owner of the house, and take the property of the master of the house, he shall be thrown into that self-same fire.
59. If any man, without the knowledge of the owner of a garden, fell a tree in a garden he shall pay half a mina in money.
108. If a tavern-keeper (feminine) does not accept corn according to gross weight in payment of drink, but takes money, and the price of the drink is less than that of the corn, she shall be convicted and thrown into the water.
112. If any one be on a journey and entrust silver, gold, precious stones, or any movable property to another, and wish to recover it from him; if the latter do not bring all of the property to the appointed place, but appropriate it to his own use, then shall this man, who did not bring the property to hand it over, be convicted, and he shall pay fivefold for all that had been entrusted to him.
.
CUSTOMER SERVICE- TRAINIG PROGRAM
2
TABLE OF CONTENTS
Introduction ------------------------------------------------------------------------------------------------------------3
Training Needs Analysis ---------------------------------------------------------------------------------------------4
Training Design -------------------------------------------------------------------------------------------------------9
Training Objectives --------------------------------------------------------------------------------------------------10
Training Methods ----------------------------------------------------------------------------------------------------11
Training Development ----------------------------------------------------------------------------------------------13
Training Evaluation -------------------------------------------------------------------------------------------------14
Appendix I ------------------------------------------------------------------------------------------------------------16
References ------------------------------------------------------------------------------------------------------------17
3
INTRODUCTION
Background
In contrast to Walmart’s ability in maintaining leadership as a multinational retail aiming sustainability,
corporate philanthropy and employment opportunity, the company is falling behind in terms of customer
service satisfaction. Despite to the effort of Walmart’s executives throughout these years, in building a better
relationship with their customers, it seems they remain still unsuccessful. This can be measured as their
satisfaction rating levels are still extremely low when compared to other businesses in the same industry. Per
the American Customer Satisfaction Index (ACSI) annual ranking for 2016, Walmart, “still between one of
the 10 companies with the worst customer satisfaction”. (Tim Denman-March 01, 2016)
Since we all recognize the crucial importance that represents to any business keeping their customers happy,
not only with the price of the product but most important with the service provided. I will create a training
plan mainly focused in the delivery of effective customer service practices for all Walmart customer services
associates. This training program will provide to all Walmart’s new hires and current associates the
opportunity of not only learning, but also expanding, reinforcing and creating consistency of their knowledge
on how to deal with customers in different situations. How to improve happiness for the customers while
shopping and how to improve the associate’s customer service attitude and efficiency with the goal of
offering an outstanding service. Ultimately, to achieve delivering an enjoyable shopping experience to all
Walmart’s clients. This training will be presented in five different modules; each module will represent a
fundamental aspect inside of customer service job in order to make the associates.
Customer Service Test (Chapter 6 - 10)Name Multiple Choice.docxdorishigh
Customer Service
Test (Chapter 6 - 10)
Name:
Multiple Choice Questions (3 points each – please highlight your response)
1) ____ The Regional Sales Manager of a medical device company is an assertive person who proactively engages in confrontational dialogue during sales meetings of his company. Being a forceful businessman, he prefers firm handshakes in his interactions and is inclined to project a confident, arrogant demeanor. He is most likely to prefer what personality style:
a. Inquisitive
b. Rational
c. Expressive
d. Decisive
2) ____ An individual who favors solitary leisure activities over people-oriented activities is most likely to adopt what personality style:
a. Decisive
b. Expressive
c. Inquisitive
d. Rational
3) ____ People who adopt the inquisitive style differ from people who adopt the expressive style in that the former tends to be more like which of the following:
a. Volunteers feelings freely
b. Be very punctual and time conscious
c. Enjoys engaging individuals in person
d. Prefers informality and closeness in interactions
4) ____ A customer approaches a salesperson to discuss details of a product he is interested in. Given her preference for the expressive style, which of the following would the customer likely be interested in:
a. The bottom line of using the product
b. Instructions that discuss the use of the product
c. Questions related to rebates and other technical information
d. The color and sizes that the product is available in
5) ____ A good way to establish good relationships with an internal customer is to:
a. Tell your co-worker about all your work and family challenges
b. Wear strong fragrances to make sure you get noticed
c. Stay connected by stopping by their work area periodically
d. Forward your calls to him/her when you are away from your desk
6) ____ One strategy for dealing with talkative customers is to:
a. Ignore all the other customers while listening to them
b. Roll your eyes and look away
c. Direct them to your co-workers
d. Used closed-end questions to guide the conversation
7) ____ Which of the following is the last step of the problem solving model:
a. Evaluate the alternatives
b. Identify the alternatives
c. Monitor the results
d. Make a decision
8) ____ The Customer Experience Representative is confronted by an upset customers and uses a problem solving model to address the issue. She first identified the problem. The next step she should take is:
a. Monitor the results
b. Identify the alternatives
c. Make a decision
d. Evaluate the alternatives
9) ____ The last step of the service recover process is:
a. Show compassion
b. Conduct a follow up
c. Take further action
d. Apologize another time
10) ____ Which of the following statements is an example of an individualistic culture:
a. A country that provides all of it citizens with complete healthcare
b. A native tribe whose members pursue personal goals over the tribe’s
c. An ethnic group that runs all its decis.
Customer Value Funnel Questions1. Identify the relevant .docxdorishigh
Customer Value Funnel Questions
1. Identify the relevant macroenvironmental factors (level 1). What impact do these issues have on the focal organization?
2. Discuss the market factors (level 2). How do collaboration, competition, suppliers and regulators affect the performance of the focal organization?
.
Customer service is something that we have all heard of and have som.docxdorishigh
Customer service is something that we have all heard of and have some degree of familiarity with. However, customer service issues are a frequent complaint amongst customers. Using the Internet or another resource identify an organization with a reputation in customer service excellence. Then find another that has had a long history of customer service issues and complaints.
How do organizations promote customer service excellence?
What are the effects of poor customer service?
How does quality tie into customer service?
How can organizations improve their customer service models?
.
Customer requests are:
Proposed Cloud Architecture (5 pages needed from step 1 to step 5)
Final Report Evaluating AWS and Azure Providers (5 pages (step1 to5) + 2 pages from step 6 to 7 = the final report would be 7 pages), also you will find
the template for the final
report is on the last pages
Below are the instructions
Since you have become familiar with the foundations of cloud computing technologies, along with their risks and the legal and compliance issues, you will now explore cloud offerings of popular cloud providers and evaluate them to recommend one that would be the best fit for BallotOnline.
In this project, you will first learn about networking in the cloud and auxiliary cloud services provided by cloud vendors. Next, you will explore cloud computing trends, best practices, and issues involved in migrating IT deployments to the cloud, as well as typical architectures of cloud deployments. Then, you will apply your findings to propose a general architecture for BallotOnline’s cloud deployment to best address the company’s business requirements.
Once you have selected a deployment architecture, you will research two leading cloud vendors: Amazon Web Services (AWS) and Microsoft Azure. Exploring and comparing the tools available for application migration will enable you to recommend a vendor to the executives in your final report. The final deliverable is a written report to BallotOnline management, describing the results of your research and recommending the cloud deployment architecture and the vendor for its deployment, with justification.
Your final report should demonstrate that you understand the IT needs of the organization as you evaluate and select cloud providers. The report should include your insights on the appropriate direction to take to handle the company’s IT business needs. You will also be assessed on the ability to integrate relevant risk, policy, and compliance consideration into the recommendations, as well as the clarity of your writing and a demonstration of logical, step-by-step decision making to formulate and justify your ideas.
Check the
Project 3 FAQ thread
in the discussion area for any last-minute updates or clarifications about the project.
Step 1: Research Networking and Auxiliary Services in the Cloud
The executives at BallotOnline have been impressed with your research on cloud computing thus far. While there are a variety of
cloud providers
, BallotOnline is considering using Amazon Web Services (AWS) and Microsoft Azure, two of the top providers in the market. BallotOnline's executives want you to help determine which would be the best provider for the organization.
You will start with learning about
internet networking basics
and
cloud networking
. You will also research many
cloud services
that cloud providers make available to their customers to help them take full advantage of cloud service and deployment models.
Step 2: Research Cloud Trends, Best Practices, and Mig.
Customer Relationship Management
Presented By:
Shan Gu
Cristobal Vaca
Amber Vargas
Jasmine Villasenor- Team Leader
Xiaoqi Zhou
1
IST 309
Professor He
Group 10
3/18/20
23-25 minute presentation
Overview
Introduction to Customer Relationship Management (CRM)
Objectives of CRM
Different forms of CRM
Examples of businesses that use CRM
The problem, context, & architecture of CRM
The state of art & current best practices of CRM
Advantages and Disadvantages of CRM
Recommendations
2
Introduction to CRM
Customer relationship management (CRM) is an approach to manage a company's interaction with current and potential customers
It’s seen as both an organizational strategy & information technology
Takes form in various systems and applications
Builds sustainable long-term customer relationships that create value for both the company and it’s customers
Contributes to customer retention & expansion of their relationships with advantageous existing customers
Obtains new customers
3
It uses data analysis about customers' history with a company to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth.
CRM helps companies acquire new customers and retain and expand their relationships with profitable existing customers. Retaining customers is particularly important because repeat customers are the largest generator of revenue for an enterprise. Also, organizations have long understood that winning back a customer who has switched to a competitor is vastly more expensive than keeping that customer satisfied in the first place.
The goal is simple: Improve business relationships. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.
Objectives
Who is CRM for?
Large businesses
Small businesses
Customers of both types of businesses listed above
4
Key Features:
stay connected to customers
streamline processes
provide visibility & easy access to data
improve efficiency & profitability
How does CRM benefit businesses?
Provides a clear overview of your customers
Can be used as both a sales and marketing tool
Contributes information from HR → Customer service → Supply-chain management
A CRM system gives eve#ryone — from sales, customer service, business development, recruiting, marketing, or any other line of business — a better way to manage the external interactions and relationships that drive success. A CRM tool lets you store customer and prospect contact information, identify sales opportunities, record service issues, and manage marketing campaigns, all in one central location — and make information about every customer interaction available to anyone at your company who might need it.
Some of the biggest gains in productivity can come from moving beyond CRM as a sales and marketing tool, and embedding it in your business – from HR to customer services and supply-chain management.
E.
Custom Vans Inc. Custom Vans Inc. specializes in converting st.docxdorishigh
Custom Vans Inc. Custom Vans Inc
. specializes in converting standard vans into campers. Depending on the amount of work and customizing to be done, the customizing could cost less than $1,000 to more than $5,000. In less than four years, Tony Rizzo was able to expand his small operation in Gary, Indiana, to other major outlets in Chicago, Milwaukee, Minneapolis, and Detroit.
Innovation was the major factor in Tony’ s success in converting a small van shop into one of the largest and most profitable custom van operations in the Midwest. Tony seemed to have a special ability to design and develop unique features and devices that were always in high demand by van owners. An example was Shower-Rific, which Tony developed only six months after he started Custom Vans Inc. These small showers were completely self-contained, and they could be placed in almost any type of van and in a number of different locations within a van. Shower-Rific was made of fiberglass and contained towel racks, built-in soap and shampoo holders, and a unique plastic door. Each Shower-Rific took 2 gallons of fiberglass and 3 hours of labor to manufacture.
Most of the Shower-Rifics were manufactured in Gary, in the same warehouse where Custom Vans Inc. was founded. The manufacturing plant in Gary could produce 300 Shower-Rifics in a month, but that capacity never seemed to be enough. Custom Vans shops in all locations were complaining about not getting enough Shower-Rifics, and because Minneapolis was farther away from Gary than the other locations, Tony was always inclined to ship Shower-Rifics to the other locations before Minneapolis. This infuriated the manager of Custom Vans at Minneapolis, and after many heated discussions, Tony decided to start another manufacturing plant for Shower-Rifics at Fort Wayne, Indiana.
The manufacturing plant at Fort Wayne could produce 150 Shower-Rifics per month. The manufacturing plant at Fort Wayne was still not able to meet current demand for Shower-Rifics, and Tony knew that the demand for his unique camper shower would grow rapidly in the next year. After consulting with his lawyer and banker, Tony concluded that he should open two new manufacturing plants as soon as possible. Each plant would have the same capacity as the Fort Wayne manufacturing plant. An initial investigation into possible manufacturing locations was made, and Tony decided that the two new plants should be located in Detroit, Michigan; Rockford, Illinois; or Madison, Wisconsin. Tony knew that selecting the best location for the two new manufacturing plants would be difficult. Transportation costs and demands for the various locations were important considerations.
The Chicago shop was managed by Bill Burch. This Custom Vans shop was one of the first established by Tony, and it continued to outperform the other locations. The manufacturing plant at Gary was supplying the Chicago shop with 200 Shower-Rifics each month, although Bill knew that the demand for the.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Normal Labour/ Stages of Labour/ Mechanism of LabourWasim Ak
Normal labor is also termed spontaneous labor, defined as the natural physiological process through which the fetus, placenta, and membranes are expelled from the uterus through the birth canal at term (37 to 42 weeks
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Chapter 3 - Islamic Banking Products and Services.pptx
1 The Judgment of Thamus Y ou will find in Platos Plu.docx
1. 1
The Judgment of Thamus
Y ou will find in Plato's Plu!edrns
a story about Thamus, the kmg of a great city of Upper Egypt.
For people such as ourselves, who are mclined (in Thoreau's
phra e) to be tools of our tools, few legends are more instructive
than his The story, as Socrates tells 1t to h1s fnend Phaedrus,
unfolds in the followmg way . Thamus once entertamed the god
Theuth, who was the inventor of many things, including num-
ber, calculation, geometry, astronomy, and writing. Theuth ex-
hibited his inventions to King Thamus, claiming that they
hould be made widely known and available to Egyptians.
Socrates continues·
Thamus mqu1red mto the use of each of them, and as
Theuth went through them expressed approval or disap-
proval, according as he Judged Theuth's claims to be well
or ill founded. It would take too long to go through all that
Thamus is reported to have said for and against each of
Theuth's inventions. But when it came to writing, Theuth
declared, "Here 1s an accomplishment, my lord the King,
4 Technopoly
wh1ch w1ll improve both the wisdom and the memory of
2. the Egyptians. I have discovered a sure rece1pt for memory
and wisdom." To th1s, Thamus replied, "Theuth, my para-
gon of mventors, the d1scoverer of an art is not the best
judge of the good or harm wh1ch will accrue to those who
practice it. So 1t 1s m th1s; you, who are the father of
wntmg, have out of fondness for your off-spring at-
tributed to 1t quite the opposite of its real funchon . Those
who acqwre it will cease to exercise the1r memory and
become forgetful; they w1ll rely on writing to bnng thmgs
to the1r remembrance by external 1gn mstead of by their
own internal resources. What you have discovered 1s a
rece1pt for recollechon. not for memory And as for WIS-
dom. your pup1ls will have the reputahon for it w1thout
the reality· they will rece1ve a quanhty of information
w1thout proper mstruction, and in consequence be thought
very knowledgeable when they are for the most part qUJte
ignorant. And because they are filled wuh the conceit of
wisdom mstead of real wisdom the.Y will be a burden to
soaety." 1
I begm my book with thi legend because in Tharnus' re-
spo~se there are several sound pnnciples from which we may
begm to learn how to think w1th wise mcumspedion about a
technological soc1ety. In fact, there 1s even one error in the
judgment of Thamus, from wruch we may also learn something
3. of importance. The error 1s not m his daim that writing will
damage memory and create false wisdom. It 1s demonstrable
tha.t writing ha had such an effect. Thamus' error 1s in his
f behevmg that wnting will be a burden to society and nothing
but
a burdtn For all his wisdom, he fails to imagine what writing's
benefits m1ght be wh· h kn
· 1c . as we ow, have been considerable.
We may learn from this that It IS a mistake to suppose that any
technological innovation has a one-sided effect. Every techno!-
The Judgment of Thamus 5
ogy i both a burden and a ble ing; not e1ther-or, but this-and-
that.
Nothing could be more obv10u . of cour e, espec1ally to
tho e who have given more than two mmute of thought to the
matter. Nonethele , we are currently urrounded by throngs of
zealou Theuth . one-eyed prophet who ee only what new
technologie can do and are mcapable of 1magimng what they
wi11
1
mdo. We m1ght call such people T chnophiles. They gaze
on technology a a lover doe on h1 beloved, eeing it a
without blemi h and entertammg no apprehen ion for the fu-
4. ture. They are therefore dangerou and are to be approached
cautiou ly. On the other hand, orne one-eyed prophets. such as
I (or 0 I am accu ed). are mchned to peak only of burdens (m
the manner of Thamu ) and are 1lent about the opportumties
that new technolog1e make po 1ble The T echnophiles must
speak for them elve , and do o all over the place. My defense
is that a di enting vo1ce 1 omehme needed to moderate. the
dm made by the enthusia he multitudes. If one IS to err, 1t IS
oetter to err on t e i e of Thamu ian kephCi m. But Jt IS an
error nonethele . And I might note that. w1th the exception of
hi judgment on writing. Tharnu do not repeat thi error.
You might notice on rereadmg the legend that he g•ves argu-
ments for and a amsf each of Theuth' mventions. For 1t is
me capable that every culture mu t negotiate with technology,
whether it doe o mtelligently or not A bargain IS truck 10
wh1ch technology g1veth and technology taketh away. T~e
wi e know th1 well. and are rarely 1mpre ed by dramahc
technolog1cal change . and never overJoyed Here, for example,
is Freud on the matter. from h1 doleful CtVJllzatwn and Its
Dtscontmt .
One would hke to ask. 1 there. then. no posihve gain in
5. pleasure, no unequivocal mcrea e m my feeling of hap~i-
ness, if I can, as often a I plea e, hear the voice of a child
6 Technopoly
of mine who is ltving hundred of mile away or if I can
learn m the shorte t possrble hme after a fnend ha reached
hrs de tinahon that he has come through the long and
drfficult voyage unharmed? Doe it mean nothrng that
medrcme has succeeded m enormou ly reducrng rnfant
mortality and the danger of rnfedron for women rn child-
birth, and, rndeed, m con iderably lengthenrng the average
life of a crvilized man?
Freud knew full well that technrcal and crenhfic advance are
not to be taken lrghtly, whrch r why he begrn thr pa age by
acknowledgmg them. But he end rt by remrnding u of what
they have undone·
If there had been no railway to conquer dr tance , my chrld
would never have left hrs nahve town and I hould need
no telephone to hear hi vorce, rf travellrng aero the
ocean by shrp had not been rntroduced, my fnend would
not have embarked on hrs sea-voyage and I hould not
need a cable to relieve my anxrety about hrm What r the
use of reducmg rnfanhle mortality when rt r precr ely that
reduchon whrch imposes the greatest restrarnt on us rn the
begethng of chrldren, so that, taken all round, we never-
theless rear no more children than in the days before the
reign of hygiene, whrle at the arne hme we have created
difficult condrhons for our sexual life m mamage And,
finaJiy, what good to us r a long ltfe if rt r difficult and
barren of JOys, and if rt is so full of mrsery that we can only
6. welcome death as a delrverer7 2
In tabulatmg the cost of technologrcal progress, Freud take
a rather depressrng line, that of a man who agrees with Tho-
reau's remark that our inventions are but rmproved means to an
unrmproved end. The T echnop i e would surely answer Freud
The Judgment of Thamus 7
. that life ha alway been barren of joy and full of
by ayrng II h
mi ery but that the telephone. ocean liner . and e pecra y .t e
. f h 'ene have not only lengthened life but made rt a rergn o ygr
1
more a reeable propo ition. That i certainly an argument
would make (thu provin I am no one- yed Technophobe), but
· t ary at thi pornt to pur u it. I have brought 1t 1 no nee .
F d into th conver ation only to h w that a wr e man-
reu b · h
even one of uch a woeful countenance-mu t e rn r cn-
hque of technolo b acknowled in it ucc e . Had Krn
Thamu be n a wi a reputed, h would not have forgotten
to include in hi JUd ment a prophecy about th power that
wribng would enlarge. There i a calculu of technologrcal
change that require a mea ure of even-handedne
So much for Thamu ' error of omr ron There 1 another
omr ron worthy of note, but rt 1 no error. Thamu 1mply take ~
for granted-and therefore do not feel it nece ary to ay- ~
that writin i not a neutral te hnolo who good or harm
depend on the u e made of it. He know that the u e made
of any technolo yare largely deterrnrned by the tru ture of the
technolo y it If-that i , that it tunctron follow from rt
form. Thi i why Thamu i concerned not with what people
7. wrtl wnte; he i once~d Hmt people will wnte It r ab urd to
imagine Thamu advi ing. rn the manner of today' tandard-
brand Technophile , that, rf only writing would be u ed for the
production of certain kind of text and not other (let u ay,
for dramatic literature but not for hr tory or ph1lo ophy), rt
di ruption could be mrnrmrzed He v.ould re ard uch coun el
a extreme na1vete He would allow, I 1magrne, that a technol-
ogy may be barred entry to a culture But we may learn from
Thamu the followrng once a technology r admrtted, rt play
out it hand, it doe what rt r de rgned to do ur ta k r to
understand what that de rgn r -that r to ay, when we admrt
a new technolo y to the culture, we mu t do o wrth our eye
wide open.
8 Technopoly
All of tht we ma y mfer from Thamu ' ilence But we may
learn even more from what he doe ay than from what he
doe n't He pomt out, for example that wnbng wtll change
what 1 meant by the word "memory" and "wt dom." He fear
that memory wtll be confu ed with what he dt damfully call
~and he warne that wt dotn wtll become tndt tin-
gut hable from mere knowled e Tht judgment we mu t take
to eart, or 1 i a certamty that radical technologte create new
defimhon of old term and that tht proce take place wtth-
out our bemg fully con ctou of tt Thu , tt 1 m 1d10u and
dangerou qutte dtfferent from the proce whereby new tech-
nologte mtroduce new term to the language In our own time,
we have con ctou ly added to our language thou and of new
word and phra e havmg to do with new technologte -
"VCR," bmary dtgtt," " oftware," "front -wheel dnve," "wm-
dow of opportumty,' 'Walkman " etc. We are not taken by
urpn e at tht ew thmg requtre new word . But new thmg
8. also modify old word , word that have deep-rooted meanmg
The telegraph an t e pennypre changed what weonce
meant by 'mformabon. Televt ion change what we on e
meant by the term polttical debate ' new ," and ' ublic
opm10n ." The computer change "mformahon" once agam.
Wrihng changed what we once meant by "truth" and "law~
prinbng changed them again, and now televt ton and the com-
puter change them once more Such chan e occur qutckly,
surely, and, in a sen e, ilently Lextcographer hold no plebt -
ates on the matter o manual are wntten to explam what 1
happenmg, and the chools are obltvtou to tt. The old word
still look the arne, are bll u ed m the arne kind of entence .
But they do not have the same meanmg m orne ca e , they
have oppo ite meanmg . And tht 1 what Thamu wt he to
teach u -that technology tmpenou ly commandeer our mo t
tmportant terminology. It redefine "freedom," "truth," "intellt-
gence," "fact ," 'wisdom," "memory," "ht tory"-all the word
Tht Judgment of Thamus 9
not pau e to tell u . And we do not we live by. And it doe
pau e to a k. e elabora-
. fad about technological chan e requtr om
. Tht d I wtll return to the matter in a lat r chapter Here, there
hon. an . . I to be mined from th Judgment of
are everal more pnnop e. . r a e all I will
Thamu that require menttonm becau they p g f
·t bout For in tanc , Thamu warn that the pupt! o
wn e a · · f d He
Theuth will develop an und rved reputation or wt om
mean to ay that tho e who cultivate comp t nee m the u e of
a new technolo y become an elite roup that ar grantea
unde erved autnonty and pre tige oy tho e who have .no uch
9. competence. There are differ nt way of expr m the mtere t-
ing implication of thi fa t. Harold lnni , the fathe~ of modem
communication tudie , rep ate<lly pol<e of the knowled e
monopolie " creat d by imp rtant te hnolo te He meant pre-
ci ely what Thamu had in mind : tho who have control over
the wor 'ng of a particular technolo y accumulate power and
inevitably form a kind of con piracy a ain t th who have no
acce s to the pecialized know) d e mad available by the
technology. In hi book The Bws of Co nmnmication Inm pro-
vide many hi torical exampl of how a new technology
"busted up" a traditional knowledge monopoly and created a
new one pre ided over by a dtfferent roup Another way of
saymg tht i that the ben fit and deficit of a new technology
are not di tributed equally There ar , a tt were, wmner and
lo er It ts both puzzling and poignant that on many occa ton
the lo er , out of tgnorance, have actually che red the wmner ,
and orne hll do
let u take a an example the ca of televt ton In the Umted
State , where televi ion ha taken hold more de ply than any-
where el e, many people find 1t a ble m , n t lea t tho e who
have achteved htgh-paym , grahfym car er m televt ton a
execuhve , techniaan , new ca ter and entertainer . It hould
surpri e no one that uch people, forrmng a they do a new
10 Technopoly
knowledge monopoly, should cheer themselves and defend and
promote television technology On the other hand and in the
long run, television may bnng a gradual end to the career of
choolteacher , mce school was an mvention of the ~in
pre s and must tand or fall on the 1 ue of how much impor-
10. tance the printed word ha . For four hundred years, school-
teacher have been part of the knowledge monopoly created by
printing, and they are now w1tne mg the breakup of that
monopoly It appear a 1f they can do little to prevent that
breakup, but surely there IS omething perverse about chool-
teacher ' bemg enthu 1ashc about what IS happenmg Such en-
thusiasm alway calls to my mmd an image of orne
tum-of-the-century blacksm1th who not only smg the pra1 es
of the automobile but also believes that his busmess will be
enhanced by it. We know now that h1s bu mes was not en-
hanced by 1t; 1t was rendered ob olete by 1t, as perhaps the
clearheaded blacksmith knew. What could they have done?
Weep, 1f nothmg else
We have a S1m1lar s1tuahon m the development and spread of
computer technology, for here too there are Winner and lo ers.
There can be no d1spuhng that the computer ha mcrea ed the
power of large-scale organizahons like th ~ed forces, or
curline compantes or banks or tax-collectmg agencies. And it is
equally clear that the computer i now indispensable to hi h-
level researchers in physics and other natural sciences. But to
what extent has computer technology been an advantage to the
masse of people? To steelworkers, vegetable-store owners,
teachers, garage mechan1cs, musiCians, bricklayers, dentists,
and
most of the rest mto whose lives the computer now intrudes?
The1r pnvate matters have been made more accessible to pow-
erful inshtuhons. They are more eas1ly tracked and controlled;
11. are subjected to more examinations; are mcreasingly mystified
by the decisions made about them; are often reduced to mere
numencal objects. They are inundated by junk mail. They are
111, Judgment of Tha us 11
L t for adverti ing a encie and p libcal or anizah n easy ,arge . d
The school teach their children to operate comput nze Y -
• L d of teachmg thing that ar more aluable to hil-tems ms,ea
dren. In a word, almo t nothing that the ne d happen to th
losers. Which is why they are lo er .
It i to be expected that the mner will encoura e the I er
to be enthu ia tic about com uter t chn lo That 1 the way
of winners, and o they ometime tell the lo er that w1th
personal computer the average p r on can balance a checkbook
more neatly, keep better track of reCipe , and make more
log1cal
shopping li t . They al o tell them that the1r live will be
conducted more efficiently. But di creetly they neglect to ay
from who e point of view the effiCiency i warranted or what
might be it co t Should the lo er grow kephcal the wmner
dazzle them wtth the wondrou feat of computer almo t all
of which have only marginal rele ance to the quality of the
lo er ' live but wh1ch are nonethele impre 1 e Eventually,
12. the lo er succumb, m part becau e they believe a Thamu
prophesied. that the pecialized knowledge of the rna ter of a
new technology i a form of WI dom The rna ter come to
believe thi as well, a Thamu at o prophe 1ed The re ult 1
that certain que tion do not an e. For example, to whom will
the technology g1ve greater power and freedom? And who e
power and freeaom will be reduced by 1 t7
I have perhap made all of th1 oun like a well-planned
conspiracy, a if the winners know all too well what 1 bemg
won and what lost . But thi i not quite how it happen For one
thing, in cui t have a democratic etho 'ivefy w ak
traditions, and a high receptivity to new te hnolo 1e everyone
iS1il ined to be entfiu 1as 1c about technological change,
behev-
ing that 1ts benefit will eventually pread evenly among the
entire populahon Especially in the United States, where the lu t
for what is new has no bounds do we find thi childlike convic-
hon most widely held . Indeed, m Amenca, oc1al change of any
12 Technopoly
land is rarely seen as resulting in wmner and losers, a cond1hon
13. that terns m part from Amencan much-documented opti-
mism. As for change brought on by technology, th1s nahve
ophmi m is exploited by entrepreneur , who work hard to
infuse the populahon WtHot · o tmprobable hope, for they
know that it ts economically unwt e to reveal the pnce to be
pa1d for technologtcal change One might say, then, that, if
there ts a con p1racy of any kind 1t ts that of a culture
conspiring
against itself
In addition to this, and more important, tt ts not always clear,
at lea t m the early tage of a technology's mtru ton mto a
culture, who will ammo t by it and who will lo e most. Tht
1s becau e the change wrought by technology are subtle tf not
downnght mystenou , one might even ay wildly unpredtd-
able. Among the most unpr chctable are tho that m1 ht be
labeled 1deolog1cal.'Tht i the ort of change Thamus had m
mmd when he warned that wnter wtll come to rely on external
signs in tead of their own internal re ources, and that they will
receive quantities of mformation without proper mstruchon. He
meant that new technologie change what we mean b "know-
14. ing' and "truth"; they alter tho e deeply embedded habits of
though which give to a culture its ense of what the world is
like--a en e of what IS the natural order of thmgs, of what ts
reasonable, of what ts neces ary, of what ts mevitable, of what
1s real Since such changes are expre sed m changed meanings
of old words, I wtll hold off unhl later d1scussmg the mas ive
ideologtcal tran formahon now occumng in the United States.
Here I should hke to gtve only one example of how technology
create new conceptions of what i real and, m the process,
undermines older conceptions. I refer to the seemingly harmless
practice of ass1gnmg marks or grades to the answers students
give on exammations. This procedure seems so natural to most
~f us that we are hardly aware of it s1gmficance. We may even
find tt dtfficult to tmagine that the number or letter is a tool or,
The Judgment of Thamus 13
if you will, a technology; till le that, when we u e uch a
technology to judge omeone behaviOr, we have done orne-
thing peculiar. In point of fa t the fir t m tance of gradmg
student ' paper occurred at Cambndge Umver tty in 1792 at
15. the ugge tion of a tutor named Wtlham Fari h . 3 No one know
much about William Fari h; not more than a handful have ever
heard of him And yet h1 tdea that a quanbtahve value should
be a i n d to human thought wa a maJOr tep toward con-
tructini'? a math matical ncept of reality If a number can be
g1ven to the qualtty of a thought, th n a number can be g1ven
to the qualitie of mer y, love hate beauty, creabv1ty mtelli-
gence, even anity 1t If. When Galtleo atd that the language
of nature 1 wntt n in mathemabc , he dtd not mean to mclude
human feeling or accomplt hment or m 1ght But mo t of u are
now mdined to make the e in lu Jon Our p ycholog1 t , ocJ-
ologi t , and educator find tt qUJte tmpo 1ble to do the1r work
without numb r . Th y b lteve that w1thout number they can -
not acquire or xpr auth nti knowledge
I hall not ar ue here that th1 i a tup1d or dangerou idea.
only that it i p culiar. What 1 ev n more pecultar 1 that o
many of u do not find th id a p uliar To a y that omeone
hould b doin better work b au e h ha an I of 134. or
that omeone i a 7.2 on a en itivity ale or that th1 man '
16. e ay on the n e of capitalt m 1 an A - and that man ' 1 a C +
would have ounded like gibb n h to Galtleo or Shake peare or
Thoma Jeffer on If 1t make en e to u that 1 becau e our
mmd have been condtboned by the technology of number o
that we ee the world d1fferently than the y dtd . ur under tand-
ing of what i real i different. Wh1ch i another way of a y ing
t~mbedded in eve tool i an JdeolQgteal b1a , a pr d1 po J-
hon to con truct the world a on thin rather Ehan another, to-
value one thtng over another to amp!tfy one en e or ktll or
attitude more loudly than another
Thi i what Mar hall McLuhan meant by h1 famou apho-
14 Techno poly
ri m "The med1um 1 the me sage " Th1 1 what M~eant
when he a1d, 'Technology d1 do e man' mode of dealmg
w1th nature" and create the "cond1hon of mtercour e" by
wh1ch we relate to each other It 1 what W1ttgen tem meant
when, m refernng to our mo t fundamental technology, he
a1d that language 1s not merely a veh1cle of thought but al o
the dnver And 1t 1 what Thamu WI hed the inventor Theuth
to ee Th1 1 , in hort, an anc1ent and per 1 tent p1ece of
WI dom. perhap mo t 1mply expre ed m the old adage that,
to a man w1th a hammer everythmg look hke a nail W1thout
bemg too hteral we may extend the trUI m T a- man w1th a
penCIL everything look like a h t To a man w1th a camera.
everythmg look like an 1mage To a man w1th a computer
17. everythmg looks like data And to a man w1th a grade
heet everythmg look like a number
But uch preJUdice are not alway apparent at the tart of a
technology' JOurney, wh1ch 1 why no one can afely con p1re
to be a winner m technological change Who would have lmag-
med. for example, who e mtere ts and what world-v1ew would
be ultimately advanced by the mvenbon of the mechamcal
clock7 The clock had 1t ongm m the Benedt tme mona tene of
the twelfth and th1rteenth centune The 1mpetu behmd the
m enhon wa to prov1de a more or le preCI e regularity to the
rouhne of the monastene , wh1ch reqUired, among other
thmg . e en penod of devohon dunng the cour e of the day
The bell of the monastery were to be rung to s1gnal the
canomcaJ hour the mechamcal dock wa the technology that
could prov1de preCI 1on to these ntual of devohon . And mdeed
1t d1d . But what the monk d1d not fore ee wa that the clock
i a mean not merely of keepmg track of the hour but al o of
ynchromzmg and controllmg the achon of men. And thu . by
the m1ddle of the fourteenth century, the clock had moved
outs1de the wall of the mona tery, and brought a new and
preCI e regulanty to the life of the workman and the merchant
The Jud ment of Thamus 15
h I Cl ock , a Lewi Mumford wr te. "mad P 1-. The mec amca · .
d
ble the ,dea of regular f'roduction. regular working hour . an a
d. d d t " In hort without the cl k cap1talt m tandar Jze pro u .
would hav b n qUite lmpos !ble. • Th paradox, the urpn •
and the wonder are that the do k wa inv nt d by m_ n who
wanted to de ote them elve mor n or u ly t G d; 1t end d
a the technology of gr at t u t m n wh wi h d to d t
them elve to the accumulation ot mon y. In th t mal tru -
18. gle beh en God and Mamm n. th I k quit unpred1ctably
favored the latt r
Unfor en con qu nee tand m th way f all tho
thmk they clear! th dire h n m wht h a n w t hn
w1ll take u ot v n th who inv nt a t hnol "'Y an b
as umed to b r liable proph t . a Thamu warned . Gut nb rg,
for example, wa by all ac unt a d v ut atholic 1 h w uld
hae been hornfi d to h ar that a cur d h r ti Luth r d nb
limHah n f
1cal- that i . 1d
16 Technopoly
among behevers; it will damage the authenticity of your be-
loved Church and de troy it monopoly "
We can tmagme that Thamu would al o have pomted out to
Gutenberg, a he dtd to Theuth, that the new mvenbon would
create a vast populahon of reader who ' will recetve a quanhty
of information without proper tn truchon . [who will be] filled
wtth the concett of WI dom in tead of real wt dom", that read -
ing, ill other words, wtll compete wtth older forms of learning
This i yet another princtple of technologtcaT change we may
infer from the judgment of Thamu : new technologte compete
wtth old one -for hme, for aHenhon. fo_r money, or pre hge,
but mostly for dominance of thetr world-vtew Tht ~pehbon
is Implicit once we acknowledge t at a me ium contam an
tdeologtcal bta . And 1t 1 a fierce compebbon, a only ideologt-
ca1 compebhon can be. H IS not merely a maHer of tool ~ain t
19. tool-the alphabet aHackmg tdeographtc wnhng, the prinhng
press attacking the Illummated manu cnpt the photograph at-
tacking the art of pamtmg, televt ton aHackmg the pnnted
word When media make war agam t each other, 1t 1 a ca e of
world-vtews tn colh ton .
In the Umted State , we can ee uch colh ton every-
where--m polihcs, in rehgion, tn commerce--but we ee them
~ most clearly m the schools, where two great technologte con-
front each other m uncompromt mg a ped for the control of
students' mmds. On the one hand, there 1 the world of the
printed word wtth tt empha 1 on logic, sequence~.
exposthon, ob}edtvtty, detachment and dt ctpline On the
~ther, there is the world of televt ton with tt empha i on
Imagery, narrahve, pre entne , simultaneity, mhmacy, immedi-
ate grahficahon, and qutck emotional re pon e. Children come
to school having been deeply conditioned by the b
1
ase of
television. There, they encounter the world of the printed word
~ sort of psychic battle takes place, and there are many ca ual-
hes--1:htldren who can' t learn to read or won' t, children who
The Judgment of Thamus 17
cannot organize their thought mto logtcal structure even m a
simple paragraph. children who cannot attend to lectures or oral
explanations for more than a few mmute at a hme. They are
20. failure , but not because they are stuptd They are failures
becau e there i a media war going on, and they are on the
wrong side-at lea t for the moment Who know what chools
will be like twenty-five year from now7 Or fifty? In time, the
type of student who is currently a fatlure may be considered a
succes . The type who i now ucce ful may be regarded as a
handicapped learner--slow to re pond, far too detached, lack-
ing in emotion, inadequate m creating mental ptcture of realtty
Constder· what Thamu called the ' concett of wt dom"-the
unreal knowledge acquired through the wntten word--eventu-
ally became the pre-eminent form of knowledge valued by the
school . There i no reason to uppose that such a form of
knowledge must alway remam o highly valued
To take another example: In introducmg the personal com-
puter to the clas room, we hall be breakmg a four-hundred-
year-old truce between the gregariou ness and openne s
fo tered by orality and the intro pechon and 1 olahon fo tered
by the pnnted word Oraltty tre e group leammg, coopera-
tion. and a en e of soctal re pon ibtltty, whtch 1 the context
21. within which Thamu beheved proper m truchon and real
knowledge must be commumcated Pnnt tre e mdtviduahzed
learning, competition, and per onal autonomy Over four centu-
ries, teacher , whtle emphastzing print have allowed oraltty tts
place in the cia sroom, and have therefore achteved a kmd of
pedagogical peace between the e two form of leammg, o that
what is valuable m each can be maxtmt zed Now comes the
~o~~uter, carrying anew the banner of privat leammg and
mdivtdual problem-solving Will the wtdespread u e of comput-
ers m the classroom defeat once and for all the clatm of commu-
nal speech? Wtll the computer rat e egocentn m to the statu of
a Vtrtue7
18 Technopoly
These are the lands of questions that technological change
brings to mind when one grasps, as Thamus did, that te hnolog-
ical compehtion 1~ites total war, which means it IS not possible
to contain t e effects of a new technology to a limited sphere
of human activity. If th1s metaphor puts the maHer too brutally,
we may try a gentler, kinder one: Technological chan_g_e is
ne1ther additive nor subtractive. It is ecological. I mean
"ecolog-
22. Ical" in ffie same sense as the word is used by environmental
scientists. One significant change generates total change. If you
remove the caterpillars from a given habitat, you are not left
with the same enVIronment mmus caterpillars. you have a new
environment, and you have reconstituted the conditions of
survival, the same is true if you add caterpillars to an environ-
ment that has had none. Th1s is how the ecol~ of med1a -works
as well. A new technology does not add or subtract
somethmg. It changes everything . In the year 1500, fifty years
after the prinhng press was invented, we did not have old
Europe plus the printing press. We had a different Europe. After
television, the Umted States was not America plus television;
television gave a new coloration to every political campaign, to
every home, to every school. to every church, to every mdus-
try. And that is why the competihon among media 1s so fierce.
Surrounding every technology are mshtuhons whose organiza-
tion--not to mention their reason for being-reflects the
world-view promoted by the technology. Therefore, when an
old technology is assaulted by a new one, institutions are
threatened. When institutions are threatened, a culture finds
itself m crisis. This is serious business, wh1ch is why we learn
nothmg when educators aslC, Will s u ents learn mathematics
better by computers than by textbooks? Or when businessmen
ask, Through which medium can we sell more products? Or
when preachers ask, Can we reach more people through televi-
sion than through radio? Or when politicians ask. How effective
are messages sent through different media? Such questions have
The Judgmenl of Thamus 19
23. an 1mmed1ate~ practical value to those who ask them, but they
are diversionary They direct our attenhon away from the sen-
ous soc1al, mtellectual, an mshtutional cnses that new media
foster.
Perhaps an analogy here will help to underlme the point. In
speaking of the meanmg of a poem, T. S. Eliot remarked that
the
ch1ef use of the overt content of poetry 1 "to atisfy one habit
of the reader, to keep h1s mmd diverted and qUiet, while the
poem doe 1t work upon h1m. much as the Imaginary burglar
IS alway provided with a b1t of mce meat for the house-dog."
In other words, m a kmg the1r practical que bons, educators,
entrepreneur , preachers, and polihc1an are like the house-dog
munchmg peacefully on the meat wh1le the house is looted .
Perhap orne of them know thi and do not especially care.
After all, a mce p1ece of meat, offered graciously, does take
care
of the problem of where the next meal will come from . But for
the re t of u , 1t cannot be acceptable to have the house invaded
without prote t or at least awareness .
What we need to consider about the computer ha nothmg
to do w1th it effiaency a t achmg_ tool. We need to know
24. tn what way it 1 alterin our conception of learrung, and how, }r
m conJunction with televiSion, 1t undermme the old 1dea of
school Who cares how many boxe of cereal can be sold v
1
a
felev1 Jon? We need to know if televiSion changes our concep-
tion of reality, the relationship of the nch to the poor, the idea
of happme s 1t elf A preacher who confine h1m elf to consider-
mg how a medium can mcrea e hi audience will mi s the
Sigmficant que hon. In what ense do new med1a alter what
1
s
meant by religion, by church, even by God? And 1f the
pohtic1an
cannot thmk beyond the next elechon, then we must wonder
about what new med1a do to the 1dea of pohbcal organization
and to the conception of c1hzensh1p
. To help us do this, we have the Judgment of Tharnus who
m the way of legends, teaches us what Harold Innis, in hi~ way:
20 Technopoly
tried to. New technologies alter the structure of our ·n~t~:
25. the thin_gs we.. think about. They alter the character of our
symbols: lhe thmgs we think w1th. And they alter the natur of
community: the arena m which thoughts develop. As Thamus
spoke to Innis across the centuries, it is essenbal that we listen
to their conversation, join in it, revitalize it. For something has
happened m America that is strange and dangerous, and there
is only a dull and even stupid awareness of what it is-in part
because it has no name. I call it Technopoly.
2
From Tools to Technocracy
A mong the famous aphorisms
from the troublesome pen of Karl Marx is his remark in The
Poverty of Philosophy that the "hand-loom gives you society
with the feudal lord; the steam-mill, society with the industrial
capitahst " As far as I know, Marx did not say which technology
gives us the technocrat, and I am certam his vision did not
include the emergence of the Technopolist. Nonetheless, the
remark IS useful Marx understood well that, apart from their
economic implications, technologies create the ways in which
people perceive reality, and that sue ways are e ey to
understanding diverse forms of social and mental life. In The
German Ideology, he says, "As mdividuals express their life, so
they are," which sounds as much like Marshall Mcluhan or, for
that matter, Thamus as it is possible to sound. Indeed, toward
the end of that book, Marx includes a remarkable paragraph that
would be entirely at home in Mcluhan' s Undersfandmg Med1a .
"Is Achilles possible," he asks, "when powder and shot have
been invented? And is the Iliad possible at all when the printing
press and even printing machines exist? Is it not inevitable
00101001020010300104001050010600107001080010900110
Good Leadership
26. Good leadership is important for quality improvement
processes, customer relationships, employee retention, and
overall organizational processes. A good leader has several
characteristics, including balanced commitment, positive role
model, communication skills, positive influence, and
persuasiveness. However, each leader may have a personally
distinct style of leadership. In this discussion, you will explore
the importance of leadership and the various leadership styles.
Respond to the following:
· Discuss each of the following characteristics as they relate to
quality leadership:
· Balanced commitment
· Positive role model
· Communication skills
· Positive influence
· Persuasiveness
· Analyze and explain which of these characteristics will be the
most difficult to achieve for good leadership. Support your
rationale with research and your experience.
· Select any two of the following leadership styles and compare
them in terms of effectiveness:
· Participative
· Goal oriented
· Situational
· Explain how leaders can (and should) influence the results of
efforts to improve quality and explain how the leaders can be
impacted by those efforts.
· If you have to develop your personal distinct style of
leadership, describe which attribute you would inculcate in your
behavior. Support your rationale with an example situation in
which that attribute would be highly effective.
27. SCAN0085SCAN0086SCAN0087SCAN0088SCAN0089
This chapter will
prepare you to:
• describe the major events
and general trends m
media history
• recognize the milestones in
the development of human
communication
• understand the role that
these advances played
m prompting s1gn1ficant
changes in our culture
and society
• learn that the emergence
of new communications
advances changes but
does not make extmct
those communications that
came before
28. • understand that each
advance m communica-
tion increases our power
to convey and record
mformation
Th1s modern-day storyteller keeps alive the oral culture of our
ancestors and mtroduces
another generation to the art of verbal communications.
T
he historical and cultural contexts of med1a are Important
because h1story tends to be cyclical. Th1s fact has been
apparent
for cen_tunes. Many anc1ent CIVIlizatiOns relied on
storytellers to hand down the history and culture of the1r
soc1ety so that
they m1ght learn from the past. The same IS true for modern
society· Knowing what happened many years ago might help
us understand what is go1ng on now. For example, when rad1o
f1rst started 1n the 1910s and 1920s, 1ts future was uncertain .
Many
thought radio would compete w1th the telephone and telegraph
as a means of sending messages from point to po1nt, while
others
saw radio's future 1n av1at1on, prov1d1ng beacons for aircraft.
The f1rst organ1zat1on to recogn1ze rad1o's Importance was the
m1litary; the U.S Navy led the way dunng World War I After
the war, as interest in the new med1um Increased, a totally new
funct1on emerged Rad1o was used to broadcast 1nformat1on
and
29. entertainment to a mass aud1ence . Many 1nd1V1duals and
organizations scrambled to make use of th1s new means of
commumca-
tlon the telephone company, newspapers, businesses, and even
un1vers1t1es. None had any clear idea how radio broadcasting
would pay for 1tself Eventually radio became a commercial
med1um, dom~nated by b1g bus~ness. that 1n less than 10 years
reached
an aud1ence of 50 million. Radio changed Amenca 's news and
entertainment hab1ts and became a med1um whose influence on
popular culture is still being felt.
Compare radio's development w1th that of the Internet, which
was started by the Department of Defense to 1mprove military
commun1cat1on When f1rst developed, the Internet was
env1s1oned as a means of po1nt-to-p01nt commumcatiOn It
gained popu -
lanty through the efforts of sc1ent1sts and amateur computer
enthusiasts. When the World Wide Web and newsgroups offered
a
place where anyone could post messages and reach a large
potential aud1ence, bus1nesses, educational orgamzations,
govern-
ment agencies, and individuals all scrambled to stake out a s1te
. Everybody is currently trying to figure out how to make Web
sites
profitable . Will the Web eventually become pnmanly a
commercial med1um dominated by b1g bus~ness? (We're
already see1ng
signs of this .) Will1t change the way we get our news and
entertainment? (Probably.) What sort of cultural impact will1t
have?
(Th1s may take a wh1le to determine .) H1story may help us
answer these questions.
You have probably heard the old JOke about the guy who was
30. annoyed because he couldn 't see the forest because of all the
trees, or couldn 't see the blizzard because of all the snow, or
couldn 't see the c1ty because of all the tall bu1ld1ngs (you
prob-
ably get the 1dea by now) Well, sometimes 1t can be hard to see
history because of all the names, places, dates, and events .
Consequently, th1s chapter steps back and takes a broad v1ew
of media h1story, emphasiZing maJor events and general trends.
Specifically, th1s chapter discusses seven milestones 1n the
development of human communication printing, telegraph and
telephone, photography and mot1on pictures, rad1o and
televiSIOn, digital media , mob1le med1a , and soc1al media
(see Figure 3-1 ).
Th1s overview of the h1stoncal and cultural context of mass
commun1cat1on w1ll supplement and make more meaningful
the
spec1f1c h1stones of the vanous med1a presented 1n Parts II
and Ill of th1s book.
Jae
Typewritten Text
Jae
Typewritten Text
Jae
Typewritten Text
Jae
Typewritten Text
Jae
Highlight
32. Highlight
Jae
Highlight
52
FIGURE 3-1 Medta Ttme Ltne
Printing
Part 1 The Nature and Htstory of Mass Communtcatton
Photography/
motion pictures
Telephone/
telegraph
Radio/TV
Digital media
Mobile media
l locial media
~~~~--~~--~~~~~ A.D. 1500 A.o.1800 A.0.1900 A.O. 2000
Before Mass Communication
Language de,·eloped ab ut 200,000 ear ago and led to the
development of an oral
culture-one that depended upon the poken word. uch a culture i
trem ndou I
d pend nt on memory. The hi tor and folk! re of th culture wa
tran mitted b indi-
33. "idual who memoriz d larg amount of information and recited it
to tho e in th next
generation who, in tum, pa d it on to their off pring. Becau e
there i a prac_tical limit
to" hat one per on can remember, the grmvth of information and
knowledge m an ora l
ciety wa low.
human deYeloped further, it b cam hard r to rei on oral
communication to fulfill
oci ty ' communication n ed . Th need to keep more detailed,
permanent and ace -
ibl record purred the ne t big de'elopment in communication-
writing.
riting probabl de eloped in Sumeria (pre ent-da Iraq) about 3500
B.C. A few hun -
dr d ear later other tern of writing prang up in Egypt and China
. The emergence
of the written word had man implication for early ocieti . It
created a pri il ged
cia -tho e who could read and write-that had greater acce to
information, which led
to greater acce to pow r. Information wa recorded on croll ore
entually bound into
b . Books and croll were tored in librarie , perman nt repo itorie
of knowledge th a t
ndured from one generation to the ne. t. Writing helped e tabli h
empire by making it
ea ier to keep record and to coordinate the mo ement of armie .
Boo became more numerou during the Middle Age . Mo t were
hand-copi d by
cribe or monk working in mona terie . A trad and travel increa
34. ed, the demand for
information grew. Univer itie were founded in Pari around 1150
and in Oxford a few
y ar later, making the demand for book even greater. There were
not enough monk or
crib , however, to meet the demand, and book became xpensi e
and e en more of a
medium of the elite.
Thi ituation changed drama tical! around 1450 with th invention
of the printing pr
and mo'able type-the fir t of the communication mile tone that
we will examine.
Printing
Th invention of printing i actual! a tory of many inv ntion . One
of the wa th
dev lopment of paper b th Chin . China wa a! o re pon ibl for
the d v lopm ent
of block printing---character outline w re carved out of a block
of wood, and th ra i d
parts w re inked and pre d again t a piece of paper. Th olde t sur
i ing block-printed
~ook .Va publi hed in 868. The Chine e al p rf ctcd a tern of
movable type, u in g
ftr t cia and later block of w od f r indi idual character . The
Korean were xp ri -
menting with moable metal typ by th beginning of th 15th
century .
The n~xt m~jor invention occurred in Germany, wher J hann
Gutenberg i ge ne r-
ally cr dtted wtth developing a printing pre that u ed movabl
metal typ . Gut nb e rg
36. Jae
Highlight
Chapter 3 H1 storical and Cultural Context
53
Johann Gutenberg
was a wine con -
noisseur as well
as a metallurgist.
H1s design for the
pnnting press was
borrowed from a
s1m ilar device used
m wine making .
publi hed hi famou Bible around 1453, and
hi new printing m thod quickly spread aero
Europe. Only 30 year after Gutenberg' Bible
appeared, th re were printing pre e in more
than 110 town in w tern Europe alone. The
total increase in the number of book avail-
ab le in Europe is impo sible to calculate, but
it i probably afe to ay that by 1500 there
were hundred of time more book available
than in 1450. A book proliferated, their co t
went down. Although till expen ive, book
were no long r the exclusive po e ion of
the very rich. The printed book could now be
afforded by tho e who were imply relatively
prosperou .
The con equence of the printing revolu-
tion are o far-reaching and extensive that
37. it is im po ib le to di cus all of them. Mo t scholars seem to agr
e, however, on the
mo t ignificant resu lt .
• Effects of the Gutenberg Revolution
Th e p rin ting pre facilitated the d velopment of vernacular
(everyday) language aero
the European continent. Mo t of th pre-printing pre , hand-
lettered books had been
wri tt n in Latin-the language of th Catholic Church and of
higher education. Reading
the e work th refore required the knowledge of a econd
language, which re tricted
p o tenti a l readersh ip to the educated elite. Many early printer
, however, recognized that
a broa d r market for their book would be available if they were
published in French,
G r man, or English. Many print r al o f It closer tie to their
home country than to the
church, fur ther encouraging th printing of books in native
language . This trend had
o ther con equences. Bodie of information now became more
acces ible to more people,
fur ther encouraging the growth f literacy, and, in turn,
prompting more books to be pub-
li hed. Fina ll y, the u e of the ernacular probably helped pave
th way for the nationali m
tha t wept Europe in ucceeding centurie .
The printing pres played a r le in the religiou upheaval that
wept Europe in the 16th
century. Before the pr , tho e cl ric who disagreed with the
doctrine and policie of
the chu rch had limited channel for expr ion. Handwritten copie
of their view were
38. f w, had limited circula tion, and could ea ily be cen ored or
confi ca ted by authoritie .
Th itu ation wa forever chang d aft r Gutenberg. Th ologian and
religiou r former
Mar tin Luther's writing w re tran lat d from Latin into the v
macular, printed a pam-
p hi t , and di tributed all ov r Europe. It ha been e timat d that
it took onl a month
for h i famou inety-fi e Th e (the on he nail d to th church door
in Wittenberg,
erman ) to be diffu ed aero Europ . One of hi later pamphlet old
4,000 copie
in a month . De pite effort b th church to confi cat and bum
Luther' writing , th
Ref rm a tio n mov ment continued . In addition, the printing f
th Bible in the ernacular
m ea nt tha t indi idual now had direct acce to the cor f their r
ligiou beli f tern.
Th e Bible co uld b read direct! and int rpreted individuall ; ther
wa no need f r cl ri-
ca l int rv ntion . Thi increa ed access to inf rma tion fur th r w
ak n d the power of the
a th olic hu rc h and h lped the pread f Prote tanti m.
M reover, the arriva l of printing p d d up the publication of
cientific re arch.
lth ugh it would till be con ider d ag nizingl low in the ra f e-
mail and th
Int rne t, printing a book f cientific finding to k far le time than
it did when manu-
crip t wer h ndwritten. Printing al o n ured that id ntical te t
would b read b
cienti t in diff rent countri and h lp d th m build n th w rk of
ther . Galileo and
39. w t n mad th ir contribution to ci nee in the 17th c ntur , after
advance in 16th-
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
41. 54 Part 1 The Nature and H1story of Mass Communication
The printing pre ev n helped e ploration. The tra 1 of the ~iking
.ar.e little
k.nown , due in part to the fact that the e plored during a time
when .It ':"a difficult to
record and publicize their e ploit . Columbu i ited Americ.a
after pnnt~g de eloped,
and hi deed were widel known in Europe a ear after hi return .
Prmted accounts
of the di CO'erie of earl explorer found a read audience among
those eager t~ find
wealth and/or bring religion to the ew World . Man . ea~ly de
eloper pubhs~ed
glowing (and ometime overl optimistic) account of hfe m the
new land , hopmg
to promote inve tment and help bu ine . The journey of the
~a~ly voya~ers were
helped by printed book that contained na igational and
geographic mformatwn about
the merica .
Further, the printing pre had a profound effect on the ~r~wth
of.scho.lar hip and
knowledge. Wherea acce to handwritten te tbooks wa d.Ifficult,
~ver Ity stu~ents
now had printed text . (Think how hard it would be to take thi
cour e If everybody m the
cla had to hare ju tone te tbook.) A the number of book increa
ed, so did the number
of tudent who tudied at a uni er it . Literacy increased further .
Interest in the cla sical
work of Greece and Rome wa revived a they appeared in printed
book that were read
by man . Book ba ed on the cholar hip of other countries
appeared. The advances in
42. mathematic made by the Indian , Muslims, and Arabs were dis
eminated. Without the
printing pre s the Renai ance of the 16th centur might not have
occurred.
Final! , the printing pre led to the di semination of what we
would today call
new . A will be di cu ed in Chapter 4, newspapers prang up in
Europe at the begin-
ning of the 17th century. The e early publication were primarily
concerned with
foreign new . It wa n't long, however, before the e paper
focused on domestic news
a well. Thi development did not it well with some monarchies,
and government
attempt to uppre or cen or news content were not unusual. It
took until the end of
the 17th century toe tabli h the notion of a press free of
government control (more on
thi topic in Chapter 4). The early newspapers made government
and political lead-
er more visible to the public and helped create a climate for
political change in both
Europe and America.
• Technology and Cultural Change
Before leaving thi topic, we hould note that it i easy to ascribe
too much significance
to the printing pre s, to as urne that the printing pre s was the
prime mover behind all
the effect mentioned. Such a view is called technological
determinism-the belief that
technology dri es hi torical change. A more moderate position
suggests that technology
function with variou social, economic, and cultural forces to
help bring about change.
43. Printing did not cau e the Reformation, but it probably helped it
occur. And vernacular
language were growing in importance before Gutenberg, but his
invention certainly
helped them along. In any case, the birth of printing marks the
beginning of what we have
defined a mass communication, and it is certainly a momentous
event in Western history.
The next centurie brought further refinements to printing. A
metal press was devel-
oped by the late 1790 ; team power to drive the pre s was added
shortly thereafter .
Advance in printing technology helped usher in the penny pres ,
a truly rna s newspa-
per ( ee Chapter 4). A better grade of paper made from wood
pulp came into use in the
! ? , about the .same time as the Linotype machine, a device that
could compose and
JU tify a whole line of metal type . Photoengraving brought
better visuals to the paper
in the 1890 , a did the development of halftone photography a
few decades later. Hot-
metal type gave way to photocomposition and off et printing in
the 1970s and 1980s,
and the.co.mputer u hered in an age of relatively cheap de ktop
printing a few years
later. Pnntmg ha changed a great deal over the years, but its con
equences are till very
much with us.
The. next ~o com.n:unication milestone occurred during what
many have called the
age of mvenhon .and di co ery, the period roughly encompa sing
the 17th-19th centuries.
'J!'e rea on ~ehind the many achievement of thi period are
44. everal. The great explora-
tion of prevwu centurie had brought different culture together,
and cholar were
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
46. rea on and ob ervation. Philosophers such as Bacon, Descarte ,
and Locke argued for
sys tem a tic research ba ed on what the enses could perceive. In
addition, scientific soci-
etie in Italy, France, and Great Britain helped advance the
frontiers of knowledge. And,
as alread y mentioned, the printing press helped distribute new
of current discoveries to
all, prom p ting o thers to achieve new break throughs.
Whatever the reasons, these three
cen turies saw uch advances as Galileo' use of the telescope and
notion of a heliocentric
solar ystem, the theory of blood circulating through the body,
ewton' theory of gra vi-
ta tion, the roo ts of modem chemistry, the utilization of
electricity, and the discovery of
m icro copic bacteria. Inventions came along at a dizzying rate:
the s team engine, the loco-
mo tive, the plow, the internal combustion engine, the
automobile, the sewing machine,
th e d ynamo, and a host of others . ot surprisingly, the field of
communication also saw
m ajor d evelopments, as the next two milestones demonstrate.
Conquering Space and Time:
The Telegraph and Telephone
It is appropriate that we spend some time discussing the
telegraph and telephone, two
rela ted technologies that presaged many of the features of
today 's media world . For
ins tance, the telegraph harnessed electricity; it demonstrated
the technology that w ould
even tu ally be used in radio. It was al o the first medium to use
digital communication
(d ots and dashe ). The telephone, with its interconnected
network of wires and swi tch-
47. board s, in trod uced the same concept now at the core of the
Internet: Everybod y wa
linke d to everybody else.
A Development of the Telegraph
It i difficult for people raised in an age of cell phones, cable
TV, fa x machines, e-mai l,
and th e Internet to appreciate the tremendous excitement that
greeted the development
of the tel graph. Before the appearance of the telegraph in the
early 19th century, me -
sage could travel only a fast a the faste t form of transportation
(with some minor
excep tion ). A messenger on hor eback would clop along at
around 15-20 mile per hour.
A train carrying acks of mail could tra el about 30 mile per
hour. The faste t form of
me age tran por ta tion wa the carrier pigeon, which could co er
more than 35 mile
per hour. Then along came the telegraph, which ent me age
traveling o er wire at
the almo t unbelievable speed of 186,000 mile per econd, the
peed of light it elf. o
wonder that, when it fir t appeared, the telegraph was de cribed
a the great "annihilator
of time and pace. " It was the fir t device that made po ible in
tantaneous point-to-point
communica tion at huge di tance .
The techno log nece sar for the te legraph date back to the di co
ery of electricity .
Many arl y in n tors realized that electricity could be u ed to
end me age impl
by varying the time the curren t was on and off. E perirnent
with earl ver ion of the
48. SOUND BYTE
telegraph (telegraph come from Greek word meaning " to
wri te at a di tance") wer performed in the late 1700 . B
the 1 30 and 1840 , workab le telegraph y tern had been
Skeptic
Some were skeptical about the benefits of the tele -
graph. Maine might be able to talk to Texas, but, as
Henry Dav1d Thoreau pointed out, what if Ma ine and
Texas have nothing important to talk about?
de eloped in England and the United State .
Samuel Mor e wa the principal force behind the cre-
ation of the t legraph in merica . Hi device con i ted of
a ending ke , a wir , and a receiv r that made mark on
a pap r tape in concert with change in the electrical cur-
rent. Later er ion did away with the paper tap and 1 t
th opera tor read me ag b li tening to the click made
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
49. Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
56
After 155 years 1n the telegraph busmess, Western Umon has
pulled the plug The yellow telegram w1th words typed on
stnps of paper no longer ex1sts. In January 2006 the company
discontinued 1ts telegram serv1ce
Western Union started sending telegrams back 10 1851
when 1t was called the MISSISSippi Valley Pnnting Telegraph
Company It took the Western Un1on name after it acqUired
a number of competmg telegraph serv1ces For decades the
telegram brought news, both good and bad, to millions of
Amencans. In 1929 alone, Western Union handled more than
50. 200 million messages
Advances 1n technology, however, ensured the tele-
gram's dem1se Faxes and cheaper long-d1~tance teleph?ne
rates prov1ded alternatives. The nse of e-ma1l, text messagmg,
and mstant messages was the last straw.
Western Un1on, however, will st1ll be around. The com-
pany has refocused 1ts efforts mto the financial area . Its
formal name is now Western Un10n Financial Services, and it
specializes 10 money transfers for businesses. Interestingly,
the company chose to announce the end of its telegram
service by postmg a not1ce on 1ts Internet site, taking advan-
tage of the medium that helped make the telegram obsolete.
by the receiver. To implif me age tran mi ion, Mor e developed
a code con i tin g
of dot and da he that i till in u e today .
Mor e demon trated hi device in the late 1 30 and eventually
received a grant from
the government to continue hi work. He con tructed a line
between Baltimore and
Wa hington, D.C., and opened the nation' fir t t legraph er ice
with the famou s me -
age "What hath God vaought?"
.A. The Cultural Impact of the Telegraph
Public reaction to the new machine wa a combination of awe
and amazement. The tele-
graph wire that wayed between pole were called lightllillg lines.
The early telegraph
office et out chair o that pectator could watch a me age came in
from di tant
citie . orne people refu ed to belie e that the new invention
worked until they tra eled
51. to the ource of the telegraphic me age and verified it with the
ender. Some were afraid
that all that electricity flowing around above them po ed a
danger to their health, and they
refu ed to walk under the wire .
De pite the e fear the telegraph grew quickly, and lightning line
oon cri -cro ed
the nation . By 1 50 almo t ever town on the expanding We tern
frontier could communi-
cate with every other city . Maine could talk to Texa at the peed
of light. By 1866 a cabl
had been laid on the floor of the Atlantic Ocean, linking Europe
and America . Four years
later, the overland wire and under ea cable carried more than 30
million telegraphic
me age (telegram ).
The telegraph wa changing communication at about the arne
time another invention
wa changing tran portation-the railroad . Intere tingly, the
telegraph wires generall y
followed the railroad track , and tationma ter were often the fir t
telegrapher . The
telegraph made it po ible to keep track of train location and
coordinate the complex job
of hipping good to variou part of the country-particularly to the
West. The telegraph
helped the train bring ettler to the frontier and played a role in
the country' we tward
expansion.
The conduct of war wa al o changed by the telegraph. Troops
could be mobili zed
quick! and moved, u ually by railroad, in re pon e to tactical and
strategic develop-
52. ment . The ignificance of the t legraph for the military wa
demon trated many times
during the Civil War.
Mor e' invention had an impact on commerce a well. It ped up
communication
between buyer and eller , reported tran action , and organized
deli erie . In tant com-
munication brought about tandard price in the commodity
markets. Before the tele-
graph th_e price of ~orn aried with local market condition and
might be everal d liar
che~p~r m, ay, Chicago than in St. Loui . After the telegraph
connected all market , local
vanation were evened out.
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
54. Further, a we will di cu in more detail in Chapter 4, the
telegraph greatly
nh a nced n w paper ' ability to tran mit new . Information from
di tant place had
p revio u ly taken week to reach th n w paper office. With the
telegraph and Atlantic
ca bl e, even n w from Europe could mak the next day' edition.
ewspaper publi h-
e r were q uick to r cognize the potential of thi new d vice and
used it heavily. Many
inco rporated th word "Telegraph" into their name . The
telegraph al o helped the
for m a tio n of news agencie , or wire services a they were al o
called. The A ociated
Pre made great use of the expanding telegraphic ervice to upply
new to its cu tom-
r . Fina ll y, the telegraph changed the style of reporting.
Because the early telegraph
co m pani charged by th word, new torie became horter . Rather
than wordy,
reflecti e, and interpretive report , coop , breaking new , and the
bare fact began to
ch arac t riz n ws reports .
.A Government and Media
The telegraph also set the precedent for the relation hip between
the government and
large m dia companie . In many other countrie , since the
telegraph wa used to deliv-
er mes age , it seemed an extension of the post office, and the
government agency that
a u med re ponsibility for the po tal ervice al o admini tered the
telegraph . However,
55. th i model wa not followed in the United State . Although some
in the government
en dor ed a federal takeo er of the telegraph y tern, the
prevailing entiment was in
favor of private, commercial de elopment. By the end of the
19th century, telegraphic
commu n ication was dominated by one company, We tern
Union. A we will see in later
ch ap ter , other rna media-motion pictures, radio, televi ion-
were al o de veloped
a priva te rather than go ernment enterprise and were dominated
by one or a few
large companies .
.A A Change in Perspective
Ano th r con equence of the telegraph wa subtler and harder to
de cribe. In some way
the te legraph changed the way people thought about their
country and the world. By
era ing the con traints of pace, the telegraph had the potential to
function as an in tant
linkage device (see Chapter 2) that tied people together. Mor e
wrote how the telegraph
wo uld make a neighborhood of the whole country. Philadelphia
new paper, hortly
after the ucce ful demon tration of the de ice, wrote that the
telegraph de troyed the
no tion of "elsewhere" and made everywhere "here ." The paper
declared that the tele-
grap h would "make the whole land one being." An article in a
magazine of the period
was even mor expan i e: The telegraph "bind together by a ital
cord all nation of the
ear th ." It may no t be too much of an ov r tatement to contend
that the telegraph intro-
56. duced the notion of a global village that wa to be
populariz d a century later by Mar hall McLuhan.
It created a en e of unit among merican and
encouraged them to think in national and interna-
tional term .
The tel graph wa joined b a companion in en-
tion , the telephone. Lik the Mor in ention the
t leph ne conquered tim and pace and had the
added advantage of requiring no pecial kill , uch
a Mor e code, for it u . It tran mitted the human
voice from point to point. There wa orne confu ion
o er the preci e rol th t lephone would pla in ci-
ety, but the n tion of linking phone u er b wire
and th development of the witchboard eventuall
made it po ible to connect on place with man oth-
r . Thi arrang m nt h lped the telephone become
a fi tur in bu ine and h me aero the nation.
Th t 1 phone mad private commLmication ea ier to
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
58. Jae
Highlight
58
In the camera
obscura a small
openmg containing
a lens produces
an mverted and
reversed 1mage of
an object. Many
art1sts used the
camera obscura
to help them draw
precise 1mages of
people, landscapes,
and buildings.
Part 1 The Nature and History of Mass Communication
achieve. It wa now po ible for people to con er e away from the
watchful eyes of pa r-
ents, bo e , and other authority figure . Finally, like the
telegraph industry the telephone
indu try would be dominated by a large corporation, AT&T,
which would eventually gain
control of We tern Union .
In urn, the telegraph and the telephone enabled people to
communicate over vast
di tance in what we now call real time and had a far-reaching
impact on the political,
economic, and ocial development of the United State and the
59. rest of the world. We will
di cu thi impact in detail throughout the book. In many ways it
is still making itself
felt toda .
Capturing the Image: Photography
and Motion Pictures
The telegraph and the telephone drew upon advance in the
cience of electricity. The nex t
communication advance we will examine could not ha e
occurred without ad vances in
the field of chemi try .
.A. Early Technological Development
Two thing are required to permanently tore an image. Fir t,
there mu t be a way to focu
the image on a urface. Second, the surface must be permanently
altered a a re ult of
expo ure to the image. The fir t requirement wa fulfilled in the
16th century with the cre-
ation of the camera ob cura, a dark chamber with a pinhole in
one wall. The light rays tha t
entered the chamber through the mall hole projected an image
on the opposite walL The
econd requirement took longer to achieve. In the 1830 two
Frenchmen, Jo eph iepce
and Loui Daguerre, experimented with various sub tance that
changed upon expo ure
to light ray . Silver iodide provided the best result , and
Daguerre sold thi discovery to
the French government. An English dentist, William Fox Talbot,
working at about th e
arne time a Daguerre, refined the process by capturing hi
images on paper in the form
60. of negative , permitting copies to be made. Other ad ance
quickly followed , including
the u e of flexible celluloid film. George Eastman's company
introduced the Kodak box
camera in the 1890s with the slogan "You press a button. We do
the rest. " The Kodak wa
de igned for the mass market. Amateur photographer imply
loaded a roll of film in the
camera, aimed the camera, pre ed the button, and then ent the
film off to Kodak to be
developed and printed .
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
61. Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Chapter 3 Historical and Cultural Context
59
Mathew Brady's
famous 1864 photo
of a war-weary
Abraham Lincoln .
Part of this portrait
was later used on
the five-dollar bill.
_., Photorealism and Mathew Brady
There were everal long-range consequences
of these technological advances. Early photos
(called daguerreotypes) required long exposure
times, rnaldng them particularly suitable for por-
traits, for which the subject could remain still.
These early portraits provided a way to preserve
62. and humanize history. Our images of George
Washington, for example, are from paintings
that show him in an idealized manner, usually
in noble poses rnaldng him appear distinguished
and powerful. Our images of Abraham Lincoln,
however, come from the many photographs that
were taken of him during his term in office. The
early photos, taken around 1860, showed him
in flattering poses. The later photos, taken after
years of war, showed a man grown visibly older,
with lines creasing his forehead and tired eyes.
The Civil War was the first American war to be photographed
extensively. Before the
camera the public's view of war was probably shaped mostly by
paintings and etchings
that showed magnificent cavalry charges and brave soldiers
vanquishing the enemy, not
the horror and carnage of actual combat. Mathew Brady
persuaded the U.S. government
to give him access to the battlefield. (Brady apparently thought
the government would
cover the costs of his venture, but his expectations were never
met, and many of his photos
were lost.) Because early photography was not able to capture
action scenes, Brady wa
limited to photographing scenes of the aftermath of a battle.
These images, however, were
powerful enough. In 1862 Brady's colleagues photographed the
battleground at Antietam
just two days after the battle and before all the dead had been
buried . The resulting photo-
graphs were the first to show the actual horrors of war. When
the photos went on view in
a ew York gallery, they caused a sensation. The carnage of
battle was revealed to all. A
63. Oliver Wendell Holmes remarked, "Let him who wishes to know
what war is like look at
this serie of illustrations." A hundred years later, other
communication advances would
bring cenes of horror from the Vietnam War directly into
American living room .
Photography had an impact on art. ow that a means had been
developed to preserve
realistic images, artists were free to experiment and develop
different ways of portraying
the world. Again, although it is hard to say how much of a role
photography played in
influencing painting, the impressionist, postirnpres ionist, and
cubist schools of painting
carne to prominence at about this same time. At the other end of
the spectrum, photogra-
phy it elf became a fine art, as virtuosos such as Alfred
Stieglitz, Margaret Bourke-White,
and Edward Steichen created masterpieces of graphic
reproduction.
_., Photography's Influence on Mass Culture
One did not ha e to be an arti t, however, to take pictures-
everybody could and did.
Advances in film and camera technology put cameras in the
hand of the mas es. Ordinary
people took photos of significant people, objects, and event :
marriage , new babie , new
car , pet , vacations, family reunions, proms, and so on. Photo
albums quickly became a
part of each family's library. Photography enabled each
generation to make a permanent
record of its personal history.
Advance in the printing proce , such a halftone photography,
64. also made it po -
sible for photographs to be published in magazines and new
paper . B the beginning
of the 20th century, dozens of illu trated dailies and weeklie
were being publi hed in
the United States. This de eloprnent created a new profe ion-
photojournalism-and
changed rnerica' conception of news. Photojournali rn reached
ne'v popularity in the
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
66. 60 Part 1 The Nature and H1story of Mass Commumcat10n
1920. ·when the pac of life quick. n d, and man ' inn vation
cropped up t~at promi. ed
to a·e time for th con ·umer- lunch count r for fa t meal , pre
~ram , w~ hillg
machin , ,·acuum clean r., and o f rth. When it cam to n w
reportmg, t~ btgge t
time- -aver wa the photograph. Reader could look at photo much
more qutckly tha n
they could read the long t t of a tor ' · .a con equet:ce, printed
c.olumn d~crea ed and
pace d voted to picture incr a ed, helpmg populanz the tablOid
and ptcture ma ga-
zine uch a Life ( hapt r 5) . . . . .
Photojoumali m had ubtler eff ct a well. Fir t, it chang.ed the
defmthon. of news 1t If.
Increa ingl y, ne became that which could be h~":'n . c~td~nt ,
n~tur~l dt a t r , d~m-
on tration , and riot wer natural photo opporturuhe . Th.i 1 ual
bta ill new reportm g
remain a topic of concern e·en toda . cond, a pho,~o hi t~ria~
Vi~ki Goldb rg p~t it,
phot graphy creat d "a communal re en·oir of image . ~ertam hi
tone e e~t were ftXed
for ,·er in the mind of the public b their photo : the fter era h of
the Hmdenbu l'g, th
oung girl creaming over the bod of a dead tudent at Kent State,
th~ ~oking rem ains
of the orld Trade Center, the toppling of the tatu of Saddam Hu
em ill Baghdad . All
of the e image hav b n etched permanent] on the national con
ciou ne .
67. Modern cell phone camera have made ph tographer of e
erybody, and th a t, in
turn, ha rai ed privacy i u . Cell phone with camera ar banned in
man y locker
room and health pa . earl every tate ha a law governing
photographic voyeuri m .
Compounding the problem are the man Int met ite that howcase
u er-genera ted
cont nt, uch a Flickr, Fotolog, and Phanfare. Un u pecting
people might b hocked to
find that photo taken without their knowledge or permi ion all
of a udden how up
on the Internet.
• Pictures in Motion
The technology behind photography led to the de elopment of
another way to capture an
image. The goal behind thi new mile tone, howe er, wa to
capture an image in motion.
Chapter 9 detail the early hi tor of the motion picture medium
and trace how it evol ved
from a erie of toy into a giant entertainment indu try. It i
ignificant that thi new
medium e·oh·ed hile three ignilicant trend were occurring in
the United State . Th fir t
wa indu trialization. In the Indu trial Revolution, which began
in the early 19th century
and continued into the 20th, production and manufacturing both
increa ed ignificantly.
Along with industrialization came the econd trend, urbanization,
a people moved into the
citie to be near the plants and factorie where they could find job
. In the United State one-
fourth of all Americans lived in an urban area by 1914. The
third trend wa immigration .
68. About 25 million people immigrated to the United State
between 1871 and 1914, and most
of them wound up in citie where they went to work in
manufacturing plants.
The culmination of the e trend wa the creation of a huge
audience that was drawn to
the new medium of motion picture . The first mov ie hou e
prang up in the citie . They
were called nickelodeo 11 , torefront that had been turned into
makeshift theater , with
uncomfortable benche or folding chair for the audience, a
tinkling piano, and poor ve n-
tilation . onethele , nickelodeon were big hit among the newly
arri ed immigrant .
By 1910 there were more than 10,000 of the e nickelodeons
around the country, and film
exhibitor and filmmaker quickly recognized that there wa a
market for filmed entertain-
ment. The motion picture bu ine had started . Film eventually
moved to plusher theater
and tried to appeal to the middle cla , but it left it mark on the
immigrant population.
Many learned the cu tom and culture of their new country from
nickelodeons.
• Motion Pictures and American Culture
The long-range impact of the motion picture lay mainly in the
area of entertainment
and culture. A the demand grew for feature-length film , onl y
very large companies
were able to come up with the money needed to pay production
co t . A will be noted
in Chapter 9, the e large companie came to dominate the
production, di tribution, a nd
exhibition of movie . Today' film indu try i controlled by global
69. conglomerat that till
follow many of the pattern e tabli hed in the 1920 .
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
71. Jae
Highlight
Jae
Highlight
Ch apte r 3 H1stoncal and Cultural Co ntext
61
Edwin S. Porter's
The Great Tram
Robbery was the
f1rst Amencan film
to tell a story. This
classiC Western
was actually shot in
New Jersey.
Movie forever altered Ameri-
ca's lei ure time. Vaudeville oon
died out. Going to the movies
became an important social activ-
ity for the young. Saturday after-
noons that once were pent going
to parks and friend ' house
were now spent inside a dark-
ened theater.
The movie became a major
cultural in titution. Photography
and the mass-appeal new paper
had made it easier for people to
recognize and follow the fortune
of their favorite celebritie , but
72. motion pictures raised this pro-
ce s to a new level. Hollywood
produced cu ltural icon , the movie star . The popularity of
motion picture was ba ed on
their appeal to all social cia e . Unlike erious drama, opera, and
ballet, which appealed
to the elite, movie attracted the masses. The movies helped
bring about the notion of a
popular culture, a phenomenon who e benefits and liabilities are
till being debated.
In 1915 American poet Vachel Lind ay publi hed The Art of tlze
Moving Picture, which
ignaled the beginnings of a new popular art form. Lind ay's
book was the first of many
eriou att mpts to develop a theory of film. Although a popular
entertainment form that
blended bu ine sand art, film oon became a topic worth seriou
tudy, a trend still with
us today a videnced by the many universities that teach film a
part of their curricula .
In the early 1930s the Payne Fund pon ored a erie of tudie on
the pas ible harm-
fu l effect of attending motion picture . Thi wa the fir t of many
tudie that tried to
e tab li h just what impact film and, later, broadcasting ha e on
ociety ( ee Chapter 19
for mor detail ). The Payne Fund tudie were ignificant becau e
they marked the fir t
time the public had decided that a medium, in this ca emotion
picture , had an effect on
ociety and was de erving of seriou examination.
73. Finally, although film played its mo t prominent role a a
medium of entertainment, it
i important to note that it had an influence on journali m a well.
Started around 1910,
newsreel appeared weekly or semiweekly and pictured the major
event of the period .
The big movie tudios eventually controlled the production of
new reel . They tandard-
ized th content of the 10-minute reel o that audience could
expect to see omething
from Europ , orne national new , orne port , a feature or two,
and perhaps a human-
in tere t tory. The new reel were di continued in the 1950 and
1960 a pictorial jour-
nali m mo ed to televi ion. The e early news film , however,
influenced many of the
con ention and expectations of broadca t new reporting.
News and Entertainment at Home:
Radio and Television Broadcasting
Radio, the fir t medium that brought live ntertainment into the
home, would not ha e
been po ibl without ad ance in phy ic . The di co ry of
electromagnetic wa e
caught the attention of man cienti t , who looked for wa to u thi
new di covery to
end me ages. Ad ance in wir telephon in the United tat made it
po ible to end
voic and mu ic over the air and prompted T&T to fund a rna ive
re earch program in
the ar a. Radio development, howev r, wa tymied b pat nt
problem . Had it not been
for World War I, radio's developm nt might have tak n far
longer. The war had a coup!
of major con equence for radio' d v lopm nt. The U.S. av olved
74. the legal problem
b a er ting c ntrol over all pat nt that made po ibl maj r advance
in technolog .
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
76. the n1ghtly newscast or m the newspaper? How about dead
enemy sold1ers or civilian casualties?
For many years the U.S. government forbade the photo-
graphmg of dead U.S soldiers for fear that it would demoralize
the home front Franklin Roosevelt reversed that policy during
World War II when he felt that those at home had become
too complacent and too removed from the realities of combat
Accordingly, in 1943 Life magazme published a photograph of
the sand-covered bodies of three unidentifiable U.S. sold1ers
on an mvas1on beach in New Gu1nea. A short time later, John
Huston's class1c documentary film The Battle of San P1etro
contamed scenes of actual combat and resulting casualties.
Decades later, dunng the Vietnam conflict filmed scenes of
wounded and dead Gls found the1r way onto the network news
Operation lraq1 Freedom reopened the controversy.
Smce many reporters were embedded w1th combat troops,
battlefield coverage was sometimes shown hve or shortly
after 1t occurred For the most part the reporting on the part
of the U.S. med1a was restrained Th1s led some observers to
charge that the med1a were sanitizing the war and avo1dmg
1ts harsh realities. On the other hand, when USA Today pub-
lished a front-page photo of the bod1es of two dead Iraqis, the
paper received dozens of letters and more than a hundred
phone calls critic1zmg the newspaper for its lack of JUdgment
and accusing it of bemg ant1war
Media professionals expressed different viewpomts
concernmg the1r responsib11it1es m t1me of war Quoted in the
Washington Post, ABC's Ted Koppel argued in favor of show-
mg dead bodies "One thing you cannot do IS leave people
with the impress1on that war is not a terrible thing." CNN's
Walter Rodgers apparently felt the same way. Dunng a live
broadcast from outs1de Baghdad, Rogers showed the body
77. of a dead Iraqi soldier next to a burned-out personnel ear-
ner. Sa1d Rodgers m a story m Newsday, "You ought to show
even more than taste allows so no one has any illusions how
ternble carnage and war are."
But does the aud1ence really need to see grisly scenes
to be remmded of the horrors of war? Doesn't everybody
already know that war is hornble? Steve Capus, an NBC
news producer, contended that a newscast should commu-
nicate the reality of war without wallowing in death or injury.
News anchor Charles Gibson went further: "Any time you
show dead bodies, it is s1mply disrespectful."
John Szarkowsk1, former director of photography at
the Museum of Modern Art, offers another perspective. He
argues that ed1tors and reporters should not show every
bloody scene they come across. After a while people become
mured to the violence in the images, and each successive
scene has less power than the one before it.
This issue is still with us today. For nearly two decades
the Pentagon imposed a policy that forbade the taking of
p1ctures of the caskets of returning war dead . This rule was
relaxed in 2009 to allow photos and v1deo footage as long as
the families of the deceased agreed.
In sum, this debate will go on as long as reporters
cover wars, and journalists will continue to struggle with
their eth1cal obligations to their profession and to the
audience .
Further, a large number of oldiers went into the Signal Corp ,
where they learned the
fundamental of the new medium. When they came back from the
war, these men kept
intere t ali,•e in radio, helping popularize many amateur radio
78. clubs, and provided the
ba i for a ready-made audience for early broadca ting.
• Radio Broadcasting
The .hift. from u ~g radio a a point-to-point communication
device (like the telegraph)
to u mg It a. a pomt-to-many broadca ting medium caught many
by surprise. Thanks to
the populanty of early radio tations, broadca ting became a
national craze, and by the
earl 1920 the tage wa et for the emergence of another mas
communication mile-
tone. Radio wa the fir t rna s medium that brought port , music,
talk, and news into
the living room.
In ad~ition to World War I, other hi torical circumstances
influenced radio's develop-
~ent. It 1 ea y to ?verl~ok today, bu~ when radio fir t tarted out,
there wa no ystem
m place that pem:Itte~ It ~o support Itself. Many radio stations
went on the air simply
for the nove.lty of It, w1t~ httle thought as to how to fund their
operation . Significantly,
modem radw emerged m the ~oarin? Twentie , when economic
conditions were vigor-
au ~ con umer good were ea II~ avatlable, stocks were soaring,
and many people in the
bu .me world .were accumulating fortunes. In the midst of thi
climate, it was ea y for
radio broa~ca tmg. to turn to commercial for it economic ba e.
Accepting advertising
brought quick profits and was in tune with the busine s-i -good
philosophy of the time .
80. Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Chapter 3 Historical and Cultural Context 63
Bu in s was o good, in fact, that the federal government
generally kept out of it. Radio,
howev r, needed government intervention. Overlapping signal
from too many radio
tation broadcasting on too few frequencies was a serious
problem. In 1927 Congress
created a Federal Radio Commi sion (FRC), who e main task
was to regulate the technical
side of the medium. Unlike the situation in some European
countries, the FRC and its uc-
81. ce or, the Federal Communication Commission, took a generally
light-handed approach
to regulation and favored the fortune of commercial broadcaster
.
It wa al o the era when newspaper chains and many other
businesses were consolidat-
ing their operations. The development of radio networks fit
nicely into this model, and it
was not long before national programming was supplied by two,
and later three, national
radio networks. Further, tabloid newspapers were capturing
readers, and Hollywood
film were booming. These trends were to have an impact on the
future of radio pro-
gramming. In concert with its evolution as an advertising
medium, radio moved toward
mass-appeal programming that provided an audience of
consumers for those who bought
commercial time on the new medium.
Ironically, the Depression of the 1930s, which did some
financial damage to radio, al o
helped its programming. Many performers from vaudeville, the
recording indu try, and
the theater, rendered unemployed by the Depression, took their
talents to radio, particu-
larly network radio . As a result, the level of profe sionali m
and the caliber of entertain-
ment improved, and the networks solidified their grasp on the
industry. By 1937 almost
every powerful radio tation in the country was a network
affiliate . ews broadcasting
came of age about this arne time, and radio soon became a more
important source of new
than the newspaper.
82. • The Cultural Impact of Radio
In terms of the long-term impact of this medium, several
elements stand out. First, and
most obviously, radio helped popularize different kinds of
music. One of the earl y radio
tation with a powerful signal was WSM in Nashville, which
carried broadca t of The
Grand Old Opn;, a program that introduced country music to
many thousand . Broadcast
of black rhythm-and-blues music cro sed the race barrier and
gained listeners among
whites. In more recent years radio helped popularize rock and
roll, reggae, and rap .
Radio made its own contributions to the popular culture.
Although early program
recycled many vaude ille acts, genres original to the medium
oon developed . One of
these was the soap opera, who e familiar formula later made the
tran ition into televi ion.
In 1940 soaps accounted for more than 60 percent of all network
daytime programming.
Entertainment series aimed at children introduced youngster to
jack Armstrong-The
All-American Boy and Captain Midnight. The ignificance of the
e program may be le
in their style or content and more in the fact that they signaled
the radio broadca ter '
attitude that children were a viable market and that it wa
acceptable to end adverti ing
their way. Situation comedie uch as Anw 'n' Andy and action-
adventure program uch
a Gangbu ters were other formats that per isted into tele i ion.
83. After a omewhat haky tart, radio news came of age in the 1930
and 1940 .
Audiences tuned to the new medium for live co erage of the
event leading up to World
War II. Listeners could hear li e the oices of world leader , uch
a dolf Hitler and
Briti h prime minister e ille Chamberlain. Commentator would
then provide what
in a more modern era would be called instant analyses of what
wa aid . Radio per onal-
ized the new :Unlike newspaper , where a byline might be the
only thing that identified
a reporter, radio new had commentator and reporter with nam ,
di tinctive ocal
t le , and p r onalitie . li t of famou radio new per onnel of the
period include
H . V. Kaltenb rn, Edward R. Murrow, and Lowell Thoma . The
e individual became
celebrities and introduced a n w component into journali m-the
reporter a tar. Thi
trend would al o carr over into t levi ion a network anchor and
reporter were able to
command multimillion-dollar alari , ju t like mo i tar and port
heroe .
Finall , like the mo ie , radio changed the wa merican p nt their
fre tim . Radio
wa th prim ource of ent rtainment and new . Familie would
faithfull gather ar und
Jae
Highlight
Jae
87. ence of television
is sometimes
subtle Shows such
as cable network
TLC's Trading
Spaces revived
Interest m home
remodeling and
Interior des1gn
Part 1 The Nature and H1story of Mass Communic ation
the radio et in the ewning to li ten to the lat t epi od of th ir fa
orite program . By
the 1940 · hou ·ehold radto li tening time averaged more than 4
hour p r da , mo t of it
in th arly vening hour . new phra e em rged to de ribe thi period
of p ak li t ning
acth ity. It wa called prim e fllll t', another concept that pa ·ed o
r to TV.
A Television Broadcasting
Televi ion, a will be di cu ed in hapt r 10 and 11, al o had it
beginning in the 1920
and 1930 , and , a ' a the ca e with radio, a war interrupted it
development. Worl d
War II halted the growth of TV a a rna medium. Earl y tran
mitting tation w ent off
th air during th war, and TV receiver were no long r
manufactured . The technology
b hind TV, however, r ceh·ed a ub tantial boo t from th war
effort, a new di coverie
in the field of radar Vere tran lated into an improved TV
broadca t tern .
I o, lik radio, tel vi ion becam popular during an age of relati e
88. pro perity. After
a p riod of po h''ar ret oling, merican indu try began churning
out con umer good .
Th elf-d nial of th war ar gave wa y to a fulfillment of long-
repre ed de ire , a
merican bought new car , di hwa her , barbecue grill , and air
conditioner . But th e
TV et wa the mo t ought-after appliance. T I i ion wept the
country during the
1950 . It took the telephon about 0 ear to reach 5 percent of the
country' home ,
and the automobile did it in 49 ear . Televi ion did it in 10.
Approximately 10 million
hom had TV in 1950; b ' 1959 that number had more than
quadrupl d . While new, labor-
a,·ing appliance increa ed lei ure time, more often than not that
lei ure time wa sp ent
wa tching TV. Hou ehold furniture had to be rearranged to
accommodate the TV se t in
the li·ing room.
A The Cultural Impact of TV
Te]e,·i ion grew up urrounded b other dramatic ocial trend and
events. Ameri ca ns
were moving into the uburb , and commuting thu became a
ritual. Women were begin-
ning to enter the workforce in greater number . The 1960 saw
the emergence of the civ il
right movement, thee calation of the war in Vietnam, and the
growth of the countercul -
ture. Televi ion brought the e happening into the nation ' li ing
rooms.
Today, televi ion i in 99 percent of all hou ehold , and the et i
89. on about 8 hours every
da y. In an a toundingly hort period, TV replaced radio a the
country' mo t important
entertainment and information medium and became a major
cultural and ocial force.
In fact, te]e,·i ion probabl ha not been with u long enough for
us to see all of it ulti -
mate con equence . Some, howe er, are fairly obviou . Televi
ion ha become a maj or
con umer of time. Sleeping and working account for the mo t
time in a person's d ay,
but TV watching rank third . Tele i ion al o has tran formed
politic . Political conven-
tion are taged for TV; candidates hire
TV con ultant ; millions are spent on TV
commercial ; candidates debate on TV;
and o on. TV has exerted a tandardi z-
ing influence on ociety a well. Clothing,
hair tyle , language, and attitude een
on TV pervade the nation and, for tha t
matter, the re t of the world . Furthe r,
televi ion news became the mo t impor-
tant and beli vabl source of information .
And, like the motion picture, tele i ion
created a whole new slate of tars and
celebritie . It ha also b en sugg ted th a t
tel vi ion ha become an important ource
of ocialization among children and th a t
TV program in pire antisocial and othe r
unde irable b havior. (Chapter 19 review
thee id nee for the e a ertion .)
Jae
Highlight
92. Jae
Highlight
Jae
Highlight
As Negroponte predicted, th e sh1ft from atoms to b1ts contm-
ues to accelerate. It will not be long before all the traditional
tangible med1a (atoms) sh1ft to Inta ngible form (bits.) The
trend
1s unmistakable.
• Th e populanty of Sony's e- book rea der and Amazon 's
Kindle has prompted publi shers to re lease more books
1n digital form . Random Hou se announced that it was
making 15,000 of its boo ks available for download.
• The sale of CO s is in sharp declme; conversely, sales of
d1g 1tal music are increa s1n g.
• Sales and rental s of DVD s are in a downturn as Netfl1x
and other service s are offeri ng direct download of
mov1es to the home TV set.
• Microsoft and Apple are both offenng v1deo games via d1rect
download to the Xbox 360 and 1Phone and 1Pod Touch.
• Newspa pers and ma gazmes are struggling to keep the1r
paper versions alive as audiences sh1ft their readmg
habits to the Web.
Of course, th1s trans1t1on w1ll not happen overnight,
but its implications are profound Many media compames
will have to find new busmess models 1n order to surv1ve.
93. Advertisers will have to rethmk the1r strategies for reachmg
consumers. Media professionals will need to develop new
ways of performing their fObs . Subsequent chapters in the
book will prov1de more details on how this transition 1s trans-
formmg mass communication
Although the telegraph was the firs t to be called the "great
annihilator of time and
pace," t levi ion might be a bett r candidate for that title.
Audiences have een TV pic-
ture live from Baghdad, Earth's orbit, the moon, and Mar (well,
a live as they can be
from a place so far away). In fact, today ' TV viewer expect to
ee live reports of breaking
s torie , no matter where they are; no place eems far away
anymore.
Photography wa credited with creating a reservoir of communal
experience. Televi ion,
however, has widened and deepened that re ervoir. For example,
televi ed image of
President Kennedy's funeral, the Apollo 11 moon landing, the
Challenger explo ion, and
the p lane striking the World Trade Center have all been
indelibly impressed upon the
national consciou ness.
The Digital Revolution
In hi book Being Digital, Nichola egroponte, director of MIT'
Media Laboratory,
summed up the digital revolution a the difference between atom
and bit . Traditionally,
the rna media deli ered information in the form of atoms: Book ,
new paper , maga-
zine , COs, and DVDs are material product that ha e weight and
94. ize and are phy ically
distribut d . Negroponte maintain that thi i rapidly changing:
"The low human han-
dling of rno t information in the form of [recorded rnu ic], book
, maga zines, new paper ,
and ideoca ette is about to become the in tantaneou tran fer of
electronic data that
move at the peed of light. " In hort, atom will give way to bit .
A an example, con ider the difference between e-mail and
traditional paper mail.
In the traditional ystern a letter rnu t be placed in an en elop
with a po tage tamp
and gi n to the U.S. Po tal ervice, who e ernplo ee ort it, tran
port it, and deli er
it a few day !at r to it r cipient. E-mail need no paper, no po
tage, and no deliver
by po tal carrier . It i a rie of bit of information that tra el
electronically and i
d liver d in seconds rather than day . With e-mail the am me age
can be copied a
thou and tim and ent to a thou and differ nt people much more
quick! and cheaply
than with paper mail.
At the ri k of o er irnplif ing a rath r complicated topic, w can
de cribe digital tech-
nology a a t rn that ncode information- ound, text, data, graphic
, video-into a
eri of on-and-off pul e that ar u uall denoted a zero and ne .
Once digitized, the
information can b duplicat d a il and tran ported ate trern I I w
co t .
will be di cu ed in hapter 12, the computer wa th fir t devic to u
e the digital
95. y t rn to pr e information. Th innovation quickly pread tooth r
media . Digital tech-
n log rnak ible the pecial effects now common in rnoti n pictur
and tel i ion,
65
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
Jae
Highlight
96. Jae
Highlight
66
All the communication milestones discussed 1n th1s chapter
changed the way information was stored or transmitted
Starting w1th the printmg press, they all expanded the scope
of human communication by makmg 1t possible for people
to share information w1th other people in other places or at
other t1mes This achievement prompted a rather optimistic
att1tude toward the soc1al benefits of the med1a For example,
the telegraph was viewed as a force for morality, understand-
mg. and peace. Both rad1o and TV were touted as means
of bnngmg education, h1gh culture, and refinement to the
masses Cable TV was supposed to bnng new forms of enter-
tainment to mmority groups and open the way for two-way
TV that would aid the democratic process by makmg possible
electronic polling . None of these things has yet come to pass.
Nonetheless, the Internet, with 1ts ability to connect every-
body to everybody, IS currently bemg touted as an mformation
revolution that will affect society as deeply as the printmg
press. Whether this will happen is a matter of debate, but for
now 1t m1ght be useful to ask 1f new communication technolo-
gies automatically carry w1th them social benefits. Have they
been liberatmg or constrictive?
A number of soc1al crrt1cs have pomted out that new com-
munication med1a expand the potential for freedom of expres-
Sion and have greatly enlarged the scope of human culture. The
cost of sending messages over long distances has dramatically
decreased Thanks to the telegraph, telephone, and Internet,
people can do bus1ness, soc1alize, and argue with people all
over the world. The new media have made Information available
to all And, 1f mformation 1s power, the new med1a will