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Week 1: Medium specificity (Williams (cultural determinism)…
Week 1: Medium specificity
McLuhan (technological determinism)
"Medium is the message"
The MESSAGE of any medium/technology is the change of scale or pace or pattern that it introduces into human affairs
MEDIUM shapes and controls the scale and form of human association and action
social relationships
particular associations
sense perceptions
Media sensorium
media are extensions of our human senses/bodies
book --> eye
electric circuitry --> central nervous system
clothing --> skin
McLuhan's narrative of media/technology
oral --> written --> print --> electronic
sense ratios: alter the way we think/experience the world
ideology/content
print/written and oral cultures
time-and-space changes
formal analysis
Innis: Communication Bias
TIME-BIASED MEDIA: culture's ability to MAINTAIN STABILITY over long periods of time (stays for a long time)
SPACE-BIASED MEDIA: convey information in large areas of territory (can move quickly)
Williams (cultural determinism)
human/cultural practices SHAPE the realization/manifestation of technologies
technologies can't be separated from cultural practices and human agencies and intentions
Particular social groups ADVOCATE for such changes in order to reap its benefits
Williams (Sociological/cultural) vs. McLuhan (Psychological/Biological)
McLuhan
new technologies change the physical and mental functions of mankind
Williams
the power that specific SOCIAL GROUPS have in important in determining the "pace and scale" of intended technological development
the route between need, invention, development, and effect is NOT STRAIGHTFORWARD
Mass Media
intended to reach a mass audience
niche audiences interrogate "mass media"
Mobile privatization
individual’s attachment to a mobile device which leads to a feeling of being “at Home”, while connected to this device in a mobile setting. (you experience a certain type of mobility in your own private place)
mobility and privatization
public and private
paradox of modernity
Flow
in broadcasting systems, the organization and experience is one of sequence (flow)
planned flow is the defining characteristic of broadcasting (as a technology and cultural form)
broadcasting schedule: the way different programs are put together in flow
Levels of flow
flow of signals from broadcasting towers --> homes
broadcasting schedules have been planned
experience of watching TV: connection/merges of different programs/ads/etc. (NOT viewed as individual programs)