Medium is the_massageFINAL
- 1. Understanding Media (1964) and The Medium is the Massage (1967) Group members: Zoe, Tina, Joelle, Marie
- 2. What is Hot Media?
- 4. What is Cold Media?
- 6. “ Hot” and “Cold” Media Explained in the book Understanding Media Different media = different audience “participation” Different “temperatures” of media determine different amounts of “effort” Hot media: has low fidelity of message (mostly not really important and has many wrong facts). However it has low participation, so it does not affect people Cold media: has high fidelity of message but has a high participation.
- 7. The Medium is the Massage: An Inventory of Effects “ Created” by Marshall McLuhan and Quentin Fiore 160 pages of “mirror writing”, blank pages and many, many images Intended to portray a visual for McLuhan’s philosophy of media and communication Because this “book” is so futuristic, McLuhan has been called a prophet McLuhan’s best seller
- 8. What is The Medium is the Massage ? McLuhan claims that there will be a new age media that will influence how people think, act, and perceive the world The internet The 1960’s was an incredibly progressive time for technology The Medium is the Massage is a visual representation of his theories in Understanding Media
- 9. Predicted the next “era” will be an “Age of Anxiety” Claims modern media is an extention of our senses; grounding us yet expand our ability to percieve the world Do you agree? Fiore (a popular graphic designer at the time) developed the book so that the reader would go from “reading” print to “scanning” pictures, reinforcing McLuhan’s “ different media; different effect theory An audio recording was made of the book; the biographer called it “a 1967 equivalent of a McLuhan video”
- 10. Where did “The Medium is the Massage: An Inventory of Effects” come from? “ Massage” meant the effect one thing had on one of the senses Why is the title “Massage” not “Message”? Originally an accident; but McLuhan kept the title Four possibilities for the title: YouTube Clip Message, Mess Age, Massage, Mass Age
- 11. Video
- 12. Understanding Media: The Extensions of Man People should study the medium and not it’s content, i.e. the television not the television show ‘ a medium affects the society in which it plays a role not by the content delivered over the medium ’
- 13. The Light bulb A light bulb does not have content yet it is a medium that has a social effect; a light bulb lets people create spaces during night time that would otherwise be pitch black
- 14. Content Does not matter if show is violent peaceful, wrestling vs. sesame street. It is the television that motivates people with what it is showing Each media has it’s own way of engaging it’s audience, You can reread a passage of a book, but can not watch only a single scene of a movie