Module 1 - Evolution of Media Flashcards
Who said that “the medium is the message?”
McLuhan Mantra
Who is Marshall McLuhan?
The proponent of the media theory on technological determinism. Believes that society is driven by changes in media nd communication technology.
What does Marshall McLuhan says about change?
The only thing constant and inevitable is CHANGE.
What does McLuhan’s Media map says?
Tribal Age = hearing
Literate age = Sight
Print Age = sight
Electronic Age = Multi-sensory
What are the milestones in Media Evolution?
Tribal Age - sound making
Literate Age - (2000-1500 BC) invention of alphabet
Print age - 1450 (invention of printing press)
Electronic age - 1850 (invention of the telegraph)
Information/Digital Age - Computers
Infrastructure Age - Internet based systems
What are the media during Prehistoric Age?
Rock carving song music dance language and oration body art
What are the media during Industrial Age?
Printing Press
Printed books
Newspapers and magazines
What are the media during electronic age?
Photograph Telegraph Telephone Phonograph Movie Camera Film radio television videotape cassette tape personal computer compact disk
What are the media during Digital Age?
Mobile phone
internet
Social Media
What is Traditional Media?
Media experience is limited or one-directional, meaning the sense receptors used are specific.
Ex:
Print, radio, TV
What is New Media?
Media experience is more interactive, meaning the audience is more involved and are able to send and receive feedback simultaneously (Social media, games)
May be viewed as an addition rather than a replacement of old media for traditional media is still prevalent.
What are the 4 main categories of New Media?
Interpersonal Communication
Interactive play media
Information search media
Collective participatory media
What is interpersonal Communication media?
Examples are telephone, mobile phone, e-mail. Use for personal communication.
What is interactive play media?
In this category of new media, people use media to play video and computer games, and virtual reality devices
What is information search media?
In this category of new media, media is used to access internet, World Wide Web, broadcast teletext, radio data services, information storage and information retrieval
What is collective participatory media?
In this category of new media, media is used for “sharing and exchanging information, ideas, and experiences and developing active (computer-mediated) personal relationships
Who is the proponent of Technological Determinism?
Marshall McLuhan
Who is the proponent of Cultural Determinism?
Winston
What is technological determinism?
means TECHNOLOGY affects change in society
What is Cultural Determinism?
Means that Culture and Society shape technology
What is monitoring function?
Inform citizens of what is happening around them
What are the functions of Communication media?
Inform citizens of what is happening around them
Educate the audience to the meaning and importance of FACTS
Provide platform for political discourse
Give publicity for governmental and political institutions
Serve as channel for advocacy of political viewpoints
What are the 4 normative theories of the press?
Authoritarian
Soviet Media
Libertarian
Social Responsibility
What is authoritarian?
All forms of communication are under control of the governing elite/authority
What is soviet media?
Government controls the total media and communication to serve working classes and their interest.
What is Libertarian?
free from any authority and censorship. Info is knowledge and knowledge is power.
What is social responsibility?
Media ownership is a public trust. Should follow agreed codes of ethics and professional conduct. Little intervention of the govt.
