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2 - All powerful media, media put to test and rediscovery of powerful…
2 - All powerful media, media put to test and rediscovery of powerful media
The start of Communication Science, reasons
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emancipation of masses --> landscape diverse, women profitable group
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- Almighty media paradigm (hypodermic needle)
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after WWI, belief in media's power
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audience passive, no defence against persuasion
Earliest mass communication: Rhetorica, Two Schools:
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Change in media landscape, due to developments
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New media theorists
McLuhan - Toronto School
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attributes distinctive the social and culture effects to the dominant form and vehicle of communication, independent of the actual content
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- Powerful media put to test
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- Powerful media rediscovered
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Optimism: bigger, better, faster, more efficient and we become better people