Mass media is characterized by large-scale production and distribution of content to many receivers with an asymmetrical power dynamic between producers and receivers. The relationship is impersonal and anonymous, and content is standardized. In contrast, new media involves two-way communication between many individuals at low cost, without hierarchies and with highly personal relationships based on shared culture and diverse niche content. Mass media content is determined by commercialization pressures, official framing of issues, and pre-mediation of messages, while McLuhan argued the medium itself is the primary message rather than the content it delivers.

1. Begrippen hc 6 Laura van der Vlies Orientatie Nieuwe Media

2. Wat is mass media? 1. Large-scale production/distribution of content. 2. Strict separation producers from receivers. 3. Asymmetrical power relation sender and receiver. 4. Relation sender/receiver impersonal and anonymous. 5. Standardization of content.

3. Wat is geen mass media? 1. 2-way flow, many-to-many. 2. Low costst [prosumer], disintermediation. 3. Broad scope, no hierarchies. 4. Relation highly personal, share culture. 5. Content diversity, niches.

4. Mass media effects what determines the content 1. Commodification [Chomsky] 2. Official and seeded media frames [Lakoff] 3. Pre-mediation [Grusin]

5. McLuhan Do not focus on the content but on the medium. Medium is the message. ‘ News supports advertising now’.

6. McLuhan Cool media=receiver must fill in. [telefoon] participation. Hot media=everything filled in already. [tv] no participation.