Understanding Media

1. With Janine, Kelly, Cher and Min Understanding Media University of Florida

2. Marshall McLuhan “Complete Crack Pot” “Visionary Scholar” VS Key Concepts: “The Medium is the Message” Media form and sensory extension

3. The personal and social consequences of any medium result from the introduction of new technology 2006년 현재, 숙명 출신 사법고시 합격률 0% The Medium is the Message “The restructuring of human work and association was shaped by the technique of fragmentation that is the essence of machine technology” (p.120)

4. Results Introduction of New Technology • Eliminate jobs, create more • recreation time for human • Whether the machine produced Cornflakes or a Cadillac does not matter Automation by machines • Accelerated and enlarged the • scale of previous human function • Created new cities, works, • and leisure activities • Results will be the same despite the environment The Railroad The Electric Light • The light itself is pure • Information (content) • The use of light is indifferent since it cannot exist without the electric light The Medium is the Message

5. The Medium is the Message Hot and Cold Media Seminal principle of Interactivity? • McLuhan changed how we look at content • By establishing that the Medium itself is the Message… • And that the content of a new technology’s environment is the content of the old technology • Opened up an examination of that content • What makes content different? What makes it better or more artistic in the new technology?

6. The Medium is the Message Hot and Cold Media Definitions • CBC Radio, Other Voices Broadcast Date: June 22, 1965 Host: Jim Guthro, Guest(s): Marshall McLuhan Duration: 5:26 http://archives.cbc.ca/IDC-1-69-342-1818/life_society/mcluhan/clip4 • Cold Media – Think COOL, as in jazz cool, detachment in action • includes the user but offers very little content. • Media forms that give little info. • Small influence on humanity – people have to interact with the medium to understand it • 2. Hot Media • excludes the user and offers a greater degree of content. • Media forms that give a lot of info. • Large influence on humanity – generally appeal to one sense, ie. Radio-hearing, written word-sight

7. The Medium is the Message Hot and Cold Media Factors of Interaction • Two Factors 1. Depth of Information 2. Amount of inclusion of the viewer • Various Media Forms, hot or cold media? • Photograph - HOT. Why? high definition, informative. • Cartoon - COOL. Why? low definition and requires that the user fill in details with imagination. Has this changed? • T.V. - COOL. Why? In McLuhan's time, TV was black and white. • Telephone - COOL. Why? Gives the ear very little data while inclusive • Radio - HOT. Why? Provides great amounts of high definition information, but a one-way medium.

8. The Medium is the Message The Medium is the Message Comparing Hot/Cold in McLuhan’s Terms Hot vs. Cold Melody Tonal Intervals Photography Mosaic High Resolution Low Resolution Novelistic Poetic "girls who wear glasses" Woman behind sunglasses Lecture Seminar City slickers Rustics Explanatory Allusive Nylons Open-Meshed Silk Stockings FDR Calvin Coolidge Newspapers Comic Books Engrossing Interactive Radio Television Literacy Conversation Film Telephone Paper Stone Tablets Phonetic Alphabet Characters Books Icons Industrialized Society So-called "backward countries" (McLuhan's term) Source: http://faculty.valpo.edu/bflak/seminar/birkerts_mcluhan.html, Compiled by Elizabeth Burrow-Flak Hot and Cold Media

9. The effect of the medium is made strong and intense just because it is given another medium as content The Medium is The Message The effect is not related to the content, but the medium

10. The Medium is the Massage • How does the medium affect or define the message/content of the message? • Can you think of any examples of a medium or media that does not fit into this theory of “the medium is the message?” • Does the message control the medium, or does the medium control the message? Discussion Questions 고객이 소문내지 않고는 못 배길 정도로 의미 있는 서비스만이 중요한 서비스이다.

11. The Technological Determination • If indeed culture is shaped by technological developments, and more specifically by media technology, how might the World Wide Web impact society as we now know it? • What philosophical underpinnings are inherent in this new form of computer mediated technology • Cell phones and Blackberries have become the “it” communication method/information seeking tool. How did this medium change our daily life? • What does the “technological determination” mean for journalists, advertisers, and PR practitioners? Discussion Questions 고객이 소문내지 않고는 못 배길 정도로 의미 있는 서비스만이 중요한 서비스이다.

12. Hot and Cold Media • Media forms slide along the scale between hot and cold according to the amount, quality of information delivered and how interactive they are. What other technology can you think of that has become more hot or cold? • McLuhan is credited with foretelling the Internet. So, would the Internet be a hot or cold form of media? Discussion Questions 고객이 소문내지 않고는 못 배길 정도로 의미 있는 서비스만이 중요한 서비스이다.

13. Technological as extensions of the Human Body • What is the Internet going to amputate and what are the societal implications of that? • http://youtube.com/watch?v=A7GvQdDQv8g • Mcluhan said “if it works, it’s obsolete.” What do you think of that? Discussion Questions 고객이 소문내지 않고는 못 배길 정도로 의미 있는 서비스만이 중요한 서비스이다.

14. Thank You!!