MDSA01H3 Study Guide - Final Guide: Marshall Mcluhan, Media Create, Lifeworld
Document Summary
Medium theory each medium of communication has relatively fixed characteristics that influence communication in a particular manner. Paradigm shifts fundamental transformation in how persons know. Time-biased characteristic of tribal or oral civilizations vs. space-biased inclined toward secularism, materialism & rapid social change. Hot media extends single sense in high definition (radio, photos, vs. Cool media low definition b/c it is high in participation or completion by. Visual detaches sight from other senses; infinite container, linear & vs. acoustic space characterized world as it was experienced audience (tv, phones, cartoons) homogenous & uniform continuous, orality (talking to friend) during primary. Extension belief that every technology extends or amplifies some organ, sense or. Closure belief that as technology amplifies or extends one aspect of experience, Retrieval conviction that all media recast & remake previous media bringin back. Reversal rooted in notion that medium, taken to extreme will reverse certain into play earlier experiences characteristics would push others.
