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Everything you need to know for the final media exam: lectures and textbook notes

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University of Toronto Scarborough
Media Studies
Ted Petit

Media Study Guide **Key Concepts that will be covered on the Final Exam Lecture 2 Key Points Technology encourages major changes in social organization History of communication is important to human history All contemporary and communication technologies are extensions of basic, innate human communication capacities. Technological Determinism: Technological determinism is a reductionist theory that presumes that a societys technology drives the development of its social structure and cultural values. Technology and new technologies are seen as the primary cause of major social and historical changes at the macro level of social structure, and at the micro-social level in terms of their profound social and psychological influences on individuals. Tends to operate within a continuum: extreme, weak, voluntarists, Extreme: People think IT will radically transform society and our ways or thinking, believe IT is the pure reason for widespread societal changes Weak: technology key factor that may facilitate such changes in society or behaviour Voluntarists: emphasize individual control over the individual tools e.g. I get to choose, no one can impose it on me Cultural materialism or socio-cultural determinism: development of a technology rises in response to specific socio-political, historical and culturally specific contexts Pessimistic form: writings of Jacques Ellul, possessing the view that technology has a will of its own Optimistic: faith in progress th Idea of Progress : 18 century, enlightenment, technology=progress We shape our tools and thereafter our tools shape us. ---technological determinism The tools we use to think change the ways in which we think ---technological determinism What did you learn in MDSA02=> discuss Idea of Progress, sheds light on the negative aspects of technological change Lecture 3 Key Points Symbols Media are socially realized structures of communication, where structures include both technological forms and their associated protocols, and where communication is a cultural practice, a ritualized collocation of different people on the same mental map, sharing or engaged with popular ontologies of representation How is watch a form of media: were on the same mental map Gutenberg and the Printing Press: illiterate population, oral culture, priest would announce news, church has control over the masses global village, which refers to the idea that mass communication allows a village-like mindset to apply to the entire world
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