Chapter 26 The Media Media ecology theory

Question 1

Author

Answer 1

Mcluhan

Question 2

Tradition(2)

Answer 2

Socio-cultural, critical

Question 3

Communication Context

Answer 3

Mass/media

Question 4

Approach to knowing

Answer 4

Critical

Question 5

Overall theory

Answer 5

• Media infuse nearly every act and action in society - can’t escape technology - depend on us to interplay
• Media fix our perceptions and organize our experiences. - unconsciously manipulated by the media, perceptions feelingsafraid for war or abduction if seen in the media
• Media tie the world together

Pleasure being in a mass(a profile of the crowd can be influenced)
Games are extension of social self - participate in activity(fun and represent identity, release emotions
Money allow you to do all you can afford - a language communicating to a large group -

Question 6

Global village

Answer 6

the notion that human can no longer live in isolation but rather will always be connected by continuous and instantaneous electronic media. Involved in others’ lives and feel responsibility for others, because we are part in the global village. The world

Question 7

Tribal era

Answer 7

age when oral traditions was embraced and hearing was the paramount sense. – hearing, smell and taste were dominant. Revealed traditions rituals and values through storytelling, - ear= tibal chief. Hearing = believing

Question 8

Literate Era:

Answer 8

age when written communication flourished and the eye became the dominant sense organ. Eye dominant. Alphabet made people look at visual terms. Knowledge more accessible with writing.

Question 9

Print era:

Answer 9

the age when gaining information through the printed word was customary and seeing continued as the dominant sense. Possible to make copies. First teaching machine.

Question 10

Electronic era

Answer 10

Age in which electronic media pervades our senses allowing for people across the world to be connected. Phone, radio, television, computer. Ear, eye and voice to work together. – the global village.

Question 11

“The medium is the message”

Answer 11

Phrase referring to the power and influence of the medium – not the content(indhold) – on a society, because the content can vary but the medium effect will always be the same. Medium can change how we see society and ourselves – seduce us. Effect the way we see the world and relate to others.
Medium shapes the message to people – how the world is perceived.

Question 12

Media as hot

Answer 12

Hot: high- definitions communication that demands little involvement from a viewer, listener or reader e.g. radio, lectures, film, books… gives what the audience need: entertainment e.g. radio(just background noise)

Question 13

Media as cool

Answer 13

Cool: low-definition communication that demands active involvement from a viewer, listener or reader. Cartoons(little visual information, need to interprete the meaning of the pictures), television(engage you), conversations, Facebook, telephone, YouTube .. require people to create meanings through high sensory and imaginative involvement

Question 14

Laws of media:

Answer 14

further expansion of media ecology theory which focus on the impact of technology on society.

Question 15

Tetrad:

Answer 15

organizing concept to understand the laws of media.

Question 16

first law - enhancement

Answer 16

what does the medium enhance? E.g. internet has enhanced enhance of number of senses, enhanced accessibility of information.

Question 17

second law - obsolescence

Answer 17

What does the medium push aside or make obsolete?

Obsolete: out of date. E.g. Netflix and other online movie programs made normal cd movies out of date(DVD).

Question 18

Third law - Retrieval

Answer 18

what does the medium retrieve from the past? E.g. television restored the importance of visual that radio did not do.

Question 19

last law - Reversal

Answer 19

When pushed to its limits, what does the medium reverse or flip into/produce/become? Media will when pushed to its limits become something else. E.g. internet, make society new, unique, - it can isolate people(social online), load music, video. E.g Not just for people in power but also people who seek power or are powerless.

Question 20

technopoly

Answer 20

Postman -we live in a world dominated by technology

Question 21

Critic - Heurism

Answer 21

met with considerable enthusiasm. Theory will continue resonate. New media will evolve

Question 22

Critic -Testability

Answer 22

Concepts are difficult to understrand, hard to test. Emphasize technology effect on society which makes the theory rather shaky. Critisims for words and his clarity. - I think theory was very overall -