MDA10001 - ESSAY SUBMISSION 1 NORTHW. MEDIAQ VS FORM AiDeA CONTENT Lecturer name: Andrew Lynch Student name: Vu Le Yen Nhi Student ID: 104098449 Submitted date: 27th April 2023 Words count: 1508 words
TABLE OF CONTENTS 1. Introduction 3 2. McLuhan's approach to media 2.1. Strengths 3, 4 2.2. Weaknesses 4 3. Application for understanding media today 5 4. Hot and Cold media 4.1. Definition 5 4.2. Examples and analysis 5, 6 5. Conclusion 6 6. References 6, 7 2
1. Introduction Marshall Mcluhan was a philosopher, academic, and media theorist from Canada who created a distinctive method for comprehending media and its effects on society. His theories including his hot-cool media dichotomy (particularly in relation to television), sense ratio theory of media as an extension of man, and his thesis that "the medium is the message," are subject to in-depth analyses, as well as his writing style (Rosenthal, 1967). He contends that historically, people have tended to overlook the significance of media form and instead concentrate on its content in this passage from his well-known book "Understanding Media". In fact, it is all too common for the "content" of any media to make us blind to the nature of the medium. Only recently have industries learned about the different types of company they are involved in (McLuhan 1964, p.14). This essay will work as a contribution to his philosophy by explaining Mcluhan's approach to media, strengths, weaknesses and its application to current media. In addition, the explanation will be clarified with two examples of media technologies to give a clear view about hot and cool media. 2. McLuhan's approach to media The idea that "the medium is the message" underlies Marshall Mcluhan's approach to media. The concept contends that a message's means of conveyance is just as crucial as its actual content. In other words, the message and how it is received are substantially shaped by the medium used to express it. According to McLuhan (2013), any media or technology's "message" is the change in scale, velocity, or pattern it brings to human affairs. Media technology, in Mcluhan's view, broadens our senses and changes how we perceive the world. For instance, the invention of the printing press made it possible for information to be widely disseminated, which influenced people to start thinking more logically and linearly. In a similar vein, the growth of electronic media-such as television and the internet-has created a global village where people are connected and information moves quickly. A Mcluhan "message" always advises us to look past the obvious and search for the nonobvious changes or impacts that are made possible, expedited, improved, or prolonged by the new object. 2.1. Strengths A useful framework for comprehending how media technology affects human perception and behaviour is provided by the Mcluhan approach to media. There are three strengths to highlighting McLuhan's work: 3