PDF 4 Flashcards
who is famous for the phrase? “the medium is the message” and is the proponent of the media theory on technological
determinism, believed that society is driven by changes in media and communication technology.
Marshall McLuhan
explained that society adapts to
advances in technology, thus, changing cultural,
political, and even historical aspects of that society.
McLuhan (2007)
The only thing constant and inevitable is _______.
Thus, some look at technology as am indication of
progress.
change
___________
is typically associated with
technological advancement.
Social Change
- refer to forms requiring little
involvement from the audience and examples include film and television. - they cannot be “touched” and
thus the experience is relatively
passive and static.
Hot media
The ______ are those with
high-level user interactivity, where the experience is more dynamic and the audience is more involved.
- Media forms that utilize animation, such as video games, or provide participation, like online media platforms, are example of this.
Cool media
Where hearing was the
predominant and most
valuable sense of reception.
Tribal Age
Where the sense of sight was
dominant. If the tribal age was
highly acoustic, the literate age
was highly visual.
This is because of the invention of the alphabet, allowing humans to learn to read.
Literacy Age
The printing press was invented, which
meant mass-producing written texts.
Print Age
In this period, the telegraph was invented which paved the way to the invention of more recent technologies
such as the telephone, television, mobile phone, and the Internet.
Electronic Age
In this period, the world entered into a new era of media experience in the 21st century. Also known as the digital and new area of media experience in 21st century.
Information Age
Digital technology and Internet
become pervasive, thus, pushing the
world to enter the infrastructure age.
Infrastructure Age
Digital technology and Internet
become pervasive, thus, pushing the
world to enter the infrastructure age.
Cultural Determinism
A media scholar who advanced the idea of cultural determinism, society is
still in control of technology and the innovations over time do not dictate how it must adapt and function in relation to these technologies.
Winston (1986)
- Media experience is limited.
- One-directional.
- Sense receptors used are very
specific (print media-sense of
sight , radio-sense of hearing, TV and film-sight and hearing).
Traditional Media
