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    Media Week 2

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    The document summarizes the evolution of media from traditional to new forms. It discusses Marshall McLuhan's theory of technological determinism, where society and culture are shaped by technological changes and advances in media. Traditional media are described as one-directional, while new media are more interactive and integrate multiple senses. New media is categorized into four main types: interpersonal communication media, information search media, interactive play media, and collective participatory media. The document also outlines key functions of media in informing citizens and facilitating political discourse and expression.

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    Media Week 2

    Uploaded by

    life
    47 views27 pages
    The document summarizes the evolution of media from traditional to new forms. It discusses Marshall McLuhan's theory of technological determinism, where society and culture are shaped by technological changes and advances in media. Traditional media are described as one-directional, while new media are more interactive and integrate multiple senses. New media is categorized into four main types: interpersonal communication media, information search media, interactive play media, and collective participatory media. The document also outlines key functions of media in informing citizens and facilitating political discourse and expression.

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    The document summarizes the evolution of media from traditional to new forms. It discusses Marshall McLuhan's theory of technological determinism, where society and culture are shaped by technological changes and advances in media. Traditional media are described as one-directional, while new media are more interactive and integrate multiple senses. New media is categorized into four main types: interpersonal communication media, information search media, interactive play media, and collective participatory media. The document also outlines key functions of media in informing citizens and facilitating political discourse and expression.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    47 views27 pages

    Media Week 2

    Uploaded by

    life
    The document summarizes the evolution of media from traditional to new forms. It discusses Marshall McLuhan's theory of technological determinism, where society and culture are shaped by technological changes and advances in media. Traditional media are described as one-directional, while new media are more interactive and integrate multiple senses. New media is categorized into four main types: interpersonal communication media, information search media, interactive play media, and collective participatory media. The document also outlines key functions of media in informing citizens and facilitating political discourse and expression.

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    The Evolution of

    Media:
    From Traditional to New
    LEARNING OBJECTIVES
    • Identify traditional media and new media, and their
    relationships.
    • Assess the type of media in the Philippines vis-à-vis the
    normative theories of media.
    • Editorialize the roles and functions of media in a democratic
    society.
    • Search latest theory on information and media.
    The McLuhan
    Mantra
    Marshall McLuhan, who is a 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.
    McLuhan (2007) explained that
    society adapts to advances in
    technology, thus, changing cultural,
    political, and even historical aspects
    of that society.
    People who agree with the technological
    deterministic idea believe that media and
    communication have and will always
    significantly affect and change our way
    of life.
    “Hot” and “Cold”
    Media
    In the language of McLuhan, “hot” media refer to
    forms requiring little involvement from the
    audience and examples include film and television.
    They are hot because, metaphorically speaking,
    they cannot be “touched” and thus the experience
    is relatively passive and static.
    “Cool” media 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 examples of cool media.
    Milestones in Media
    Evolution
    Tribal Age
    • Hearing was the predominant and most valuable sense of
    reception.
    Literate Age
    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.
    Print Age
    Mass-producing written texts.
    Electronic Age
    The age of sound and tactile sense of reception.
    Traditional vs. New
    Media
    Traditional media are those forms in the earlier periods
    of McLuhan’s media map. They are traditional
    because of the specific characteristics that they
    have and functionalities that they offer. According
    to McQuail (2005), traditional media is one-
    directional.
    The media experience is limited and the sense
    receptors used are very specific.
    With new media, the experience is more
    interactive. The audiences are more involved and
    are able to send feedback simultaneously. New
    media integrates all the aspects of the traditional
    media.
    Four Main Categories of New Media

    Interpersonal Interactive Play Media


    Communication Media
    Content is private and perishable and the Video and computer-based games,
    relationship established and reinforced may plus virtual reality devices compose
    be more important that the information this category.
    conveyed.
    Four Main Categories of New Media

    Collective Participatory
    Information Search Media
    The Internet and the World Wide Web become Media
    repositories or sources of a vast collection of This refers to the use of the Internet for
    information that can be accessed real-time “sharing and exchanging information,
    despite geographical location. Broadcast ideas, and experiences and developing
    teletext and radio data services are also active (computer-mediated) personal
    examples. relationships.
    Functions of Communication and Media

    ● Inform citizens of what is happening ● Provide a platform for public political


    around them (also called the discourse, facilitating the formation of
    monitoring function). “public opinion” and feeding that opinion
    ● Educate the audience as to the back to the public from whence it came,
    meaning and significance of the including the provision of space for the
    “facts”. expression of dissent.
    Functions of Communication and Media

    ● Give publicity to government and


    ● Serve as a channel for the advocacy of
    political institutions (known as the
    political viewpoints.
    “watchdog” role of journalism).
    Normative Theories of the Press
    Normative Theories of the Press
    Normative Theories of the Press
    Normative Theories of the Press
    THANK
    YOU >.<

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