MDSA01H3 Study Guide - Midterm Guide: Media Ecology, Media Studies, Aphorism
Document Summary
Historically, media scholars have focused far more on the message and its form than on the medium. Medium theory posits that the technology of communication always makes a world of difference, or, to adopt marshall. Thus, medium theorists seek to identify the characteristics of a medium what senses it appeals to, its directionality, speed of dissemination, structure, mode of use, size and location of audience, etc. That distinguish it psychologically and socially from other media. 3. Medium theory can be utilized at either a micro- (single-situation) or macro-level (social): harold innis innis argued, is influenced by the unique character of the communication media that dominate the dissemination of information. Because their production utilizes heavy materials and is frequently labor-intensive (e. g. carving and hand-writing), they reach only a limited audience. Politically and organizationally, civilizations based on such media are usually decentralized and hierarchical.
