Pg. 18 – Media Attributes
Ideas must be able to apply to practical examples; you have to “know” what to
Media attributes are elements of description of medium
To define something you need some attributes. In defining a “medium”, we look
for categories responding to these attributes.
Hot and Cool: Undefined face has a possibility of different interpretation. Idea
that everyone is baby face, is because people see what they want to. It’s the lack
of highly defined characters – it’s the Cool face. Cooler face is the LESS defined
face. Cooler the face, the more successful on Television. Doing the extra effort to
interpret – the cooler face, the cooler personality will become the icon. The iconic
personality will become the LEADER. Cool can shift from one level os
perception to another.
Our perception is still visually biased. We hear what we see rather than what we
hear because the strength of sight is much superior to that of other senses. Visual
perception indicates also the visual space.
Pg. 49 in Xerox: We are back in acoustic space