SMC219Y1 Lecture Notes - Lecture 4: Neopost, Tabloid Journalism, Yellow Journalism
4 Nov 2012
School
Department
Course
Professor
Document Summary
Media attributes- elements of description -- define attributes. In order to define a medium we look for categories responding to attributes. Media can be soft or hard (two attributes that reflect what we say about human creations) New and old categories typography is new telephone is old relative categories. Cool and hot two attributes - relative confines . He said the cool pertains to all the media that are undefined and demand a higher level of participation as opposed to media that are hot and highly defined and demand a lesser level of participation. Ex: radio participation is less; do not necessarily need a response vs. the telephone which is a cooler medium because it demands more participation. Television requires higher level of participation, computer requires even higher. Helps us understand- the cooler one is more soft, new, dull, generic .
