push theory of media effect table and model
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The document outlines Marshall McLuhan's push theory of media effects, which proposes that different media technologies influence society in different ways based on their attributes. It provides tables comparing the attributes of speech, writing, print, and audiovisual media on dimensions like accessibility, fidelity and searchability. Each technology is said to encourage certain network structures, social practices and cultural values depending on whether its attributes are high or low on each dimension.
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push theory of media effect table and model
- 1. Push Theory of Media Effect
- 2. Accessibility Media Attributes High Low Network attributes Diffused Concentrated Social Practices Equalized Hierachicalized Cultural Values Egalitarianism Elitism
- 3. Privacy Media Attributes High Low Network attributes Segmented Connected Social Practices Closed Opened Cultural Values Privatism Publicism
- 4. Fidelity Media Attributes High Low Network attributes Iconic Symbolic Social Practices Sensualized conceptualized Cultural Values Realism Idealism
- 5. Volume Media Attributes High Low Network attributes Unconstrained Constrained Social Practices Hedonized Economized Cultural Values Hedonism Asceticism
- 6. Velocity Media Attributes High Low Network attributes Dialogic Monologic Social Practices Democratized Centralized Cultural Values Deliberatism Authoritarianism
- 7. Range Media Attributes High Low Network attributes Extensive Intensive Social Practices Diversified Simplified Cultural Values Pluralism Monism
- 8. Persistence Media Attributes High Low Network attributes Additive Substitutive Social Practices Historicized Ritualized Cultural Values Temporalism Eternalism
- 9. Searchability Media Attributes High Low Network attributes Mapped Unmapped Social Practices Amateurized Professionalized Cultural Values Individualism Collectivism
- 10. The Effects of Speech
- 11. Accessibility Medium Attribute - High Network Attribute - Diffused Cultural Values - Egalitarianism Social Practices - Equalized
- 12. Privacy Medium Attribute - Low Network Attribute - Connected Cultural Values - Social Practices - Opened Publicism
- 13. Fidelity Medium Attribute - Low Network Attribute - Symbolic Cultural Values - Idealism Social Practices - Conceptualized
- 14. Volume Medium Attribute - Low Network Attribute - Constrained Cultural Values - Asceticism Social Practices - Economized
- 15. Velocity Medium Attribute - High Network Attribute – Dialogic Cultural Values - Deliberativism Social Practices - Democratized
- 16. Range Medium Attribute - Low Network Attribute - Intensive Cultural Values - Social Practices - Simplified Monism
- 17. Persistence Medium Attribute - Low Network Attribute - Substitutive Cultural Values - Social Practices - Ritualized Eternalism
- 18. Searchability Medium Attribute - High Network Attribute - Mapped Cultural Values - Individualism Social Practices - Amateurized
- 19. The effect of writing
- 20. Accessibility Medium Attribute - Low Network Attribute - Concentrated Cultural Values - Hierarchicalism Social Practices - Hierarchicalized
- 21. Privacy Medium Attribute - High Network Attribute - Segmented Social Practices - Closed Cultural Values - Privatism
- 22. Fidelity Medium Attribute - Low Network Attribute - symbolic Cultural Values - Social Practices - Abstracted Idealism
- 23. Volume Medium Attribute - Low Network Attribute - Constrained Cultural Values - Asceticism Social Practices - Economized
- 24. Velocity Medium Attribute - Low Network Attribute - Monologic Cultural Values - Authoritarianism Social Practices - Centralized
- 25. Range Medium Attribute - High Network Attribute - Extensive Cultural Values - Social Practices - Diversified Pluralism
- 26. Persistence Medium Attribute - High Network Attribute - Additive Cultural Values - Temporalism Social Practices - Historicized
- 27. Searchability Medium Attribute - Low Network Attribute - Unmapped Cultural Values - Collectivism Social Practices - Professionalized
- 28. The effect of Print
- 29. Accessibility Medium Attribute - Moderate Network Attribute - Diffused Cultural Values - Egalitarianism Social Practices - Equalized
- 30. Privacy Medium Attribute - Moderate Network Attribute - Segmented Social Practices - Closed Cultural Values - Privatism
- 31. Fidelity Medium Attribute – Low/High Network Attribute – Symbolic/Iconic Cultural Values – Idealism/Realism Social Practices – Abstracted/Sensualized
- 32. Volume Medium Attribute - High Network Attribute - Unconstrained Cultural Values - Social Practices - Hedonized Hedonism
- 33. Velocity Medium Attribute - High Network Attribute - Monologic Cultural Values - Dictatorism Social Practices - Centralized
- 34. Range Medium Attribute - High Network Attribute - Extensive Cultural Values - Social Practices - Diversified Pluralism
- 35. Persistence Medium Attribute - High Network Attribute - Additive Cultural Values - Temporalism Social Practices - Historicized
- 36. Searchability Medium Attribute - Low Network Attribute - Unmapped Cultural Values - Collectivism Social Practices - Professionalized
- 37. The effect of Audiovisual Media
- 38. Accessibility Medium Attribute – Low (Send)/ High (Receive) Network Attribute – Concentrated (Send) Diffused (Receive) Cultural Values – Elitism (Send) / Egalitarianism Social Practices – (Receive) Hierarchicalized (Send) / Equalized (Reciver)
- 39. Privacy Medium Attribute – Low (Send) / High (Receive) Network Attribute – Connected (Send) Segmented (Receive) Social Practices – Open (Send) /Closed (Receive) Cultural Values – Publicism (Send)/ Privatism (Receive)
- 40. Fidelity Medium Attribute – High Network Attribute – Iconic Cultural Values – Realism Social Practices – Sensualized
- 41. Volume Medium Attribute - High Network Attribute - Unconstrained Cultural Values - Social Practices - Hedonized Hedonism
- 42. Velocity Medium Attribute - Low Network Attribute - Monologic Cultural Values - Authoritarianism Social Practices - Centralized
- 43. Range Medium Attribute - High Network Attribute - Extensive Cultural Values - Social Practices - Diversified Pluralism
- 44. Persistence Medium Attribute - High Network Attribute - Additive Cultural Values - Temporalism Social Practices - Historicized
- 45. Searchability Medium Attribute - Low Network Attribute - Unmapped Cultural Values - Collectivism Social Practices - Professionalized