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    The Evolution of Traditional To New Media

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    Estelle Theresa Gulay
    Marshall McLuhan was a famous media theorist who coined the phrase "The medium is the message". He believed that technology drives societal change, not the other way around. McLuhan identified key stages in media evolution from tribal oral communication to the digital age. While McLuhan focused on how technology impacts culture, others argue that culture and society shape technological innovations. New media is more interactive than traditional media, integrating different forms and allowing for two-way communication. New media has characteristics like interactivity, social presence, and personalization. Communication and media serve important functions like informing the public, educating audiences, and facilitating political discourse.

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    The Evolution of Traditional To New Media

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    Estelle Theresa Gulay
    29 views10 pages
    Marshall McLuhan was a famous media theorist who coined the phrase "The medium is the message". He believed that technology drives societal change, not the other way around. McLuhan identified key stages in media evolution from tribal oral communication to the digital age. While McLuhan focused on how technology impacts culture, others argue that culture and society shape technological innovations. New media is more interactive than traditional media, integrating different forms and allowing for two-way communication. New media has characteristics like interactivity, social presence, and personalization. Communication and media serve important functions like informing the public, educating audiences, and facilitating political discourse.

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    Marshall McLuhan was a famous media theorist who coined the phrase "The medium is the message". He believed that technology drives societal change, not the other way around. McLuhan identified key stages in media evolution from tribal oral communication to the digital age. While McLuhan focused on how technology impacts culture, others argue that culture and society shape technological innovations. New media is more interactive than traditional media, integrating different forms and allowing for two-way communication. New media has characteristics like interactivity, social presence, and personalization. Communication and media serve important functions like informing the public, educating audiences, and facilitating political discourse.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    29 views10 pages

    The Evolution of Traditional To New Media

    Uploaded by

    Estelle Theresa Gulay
    Marshall McLuhan was a famous media theorist who coined the phrase "The medium is the message". He believed that technology drives societal change, not the other way around. McLuhan identified key stages in media evolution from tribal oral communication to the digital age. While McLuhan focused on how technology impacts culture, others argue that culture and society shape technological innovations. New media is more interactive than traditional media, integrating different forms and allowing for two-way communication. New media has characteristics like interactivity, social presence, and personalization. Communication and media serve important functions like informing the public, educating audiences, and facilitating political discourse.

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    Media and Information Literacy

    The evolution of traditional to new media


    Marshall McLuhan

    The McLuhan Mantra


    Is the famous for the
    phrase “The medium is the
    message”

    is the proponent of the


    media theory on
    technological determinism,
    believed that society is
    driven by changes in media
    and communication
    technology.

    He explained that society


    adapts to advances in
    technology, thus, changing
    cultural, political, and
    even historical aspects of
    that society.
    McLuhan’s view of

    The Evolution of Media


    and Communication
    technology
    Hot Media Cold Media
    are those with
    refers to forms
    high-level user
    requiring little
    interactivity,
    involvement from
    where the
    the audience and
    experience is
    examples include
    more dynamic,
    film and
    and the audience
    television.
    is more involved.
    they are hot because they cannot be media forms that utilize animation, such as
    “touched” and thus the experience video games, or provide participation, like
    is relatively passive and static. online media platforms
    Milestones in Media Evolution
    Tribal Age, where hearing was the predominant
    three most significant
    and most valuable sense of reception
    inventions in communication
    the phonetic alphabet, the Literacy Age, where the sense of sight was
    printing press, and the dominant. This is because of the invention of the
    telegraph. alphabet, allowing humans to learn to read.
    Print Age, where printing press was invented. It
    meant mass-producing written texts.
    Electronic Age, the idea of McLuhan’s “Global
    Village”, a community where everyone in the
    world is interconnected through media was
    evident. In this period, the telegraph was
    invented which paved the way to the invention
    of more recent technologies.
    Milestones in Media Evolution
    Two other time periods not covered.
    Information Age, when the Infrastructure Age, pushing
    world entered a new era of the world to enter this
    media experience in 21st period as digital technology
    century. Also known as digital or and internet become
    new media age, this is the time pervasive.
    in human history where
    everything relied heavily in the
    use of computers to run major
    industries.
    Culture Shapes Technology
    Contrary to the idea of technology affecting change of society, cultural
    determinism explains that culture and society shapes technology.

    According to Winston (1986), 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. Technology is a product of need and not
    the other way around.
    Traditional vs. New Media
    TRADITIONAL MEDIA NEW MEDIA
    Forms in the earlier The experience is more
    periods of McLuhan’s interactive. the audiences
    media map. are more involved and
    are able to send feedback
    is one-directional. The
    simultaneously.
    media experience is
    limited and the sense It integrates all the
    receptors used are very aspects of the traditional
    specific. McQuail (2005) media.
    New about New Media
    FO U R M A I N C AT E G O R I E S
    1. Interpersonal Communication
    2. Interactive Play Media
    3. Information Search Media
    4. Collective Participatory Media

    KEY CHARACTERICTICS
    4. AUTONOMY
    1. INTERACTIVITY
    5. PLAYFULNESS
    2. SOCIAL PRESENCE
    6. PRIVACY
    3. MEDIA RICHNESS
    7. PERSONALIZATION
    Functions of Communication and Media
    ACCORDING TO MCNAIR,
    CO M M U N I C AT I O N A N D M E DI A
    FUNCTION TO:

    1. inform citizens of what is happening around them (also called the monitoring
    function)
    2. educate the audience as to the meaning and significance of the facts
    3. provide a platform for public political discourse, facilitating the formation of “public
    opinion” and feeding that opinion back to the public from whence it came
    4. give publicity to governmental and political institutions (known as the “watchdog”
    role of journalism)
    5. serve as a channel for the advocacy of political viewpoints.

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