MDSA01H3 Chapter Notes - Chapter 13: Media Ecology, Neil Postman, Essentialism
Document Summary
Paradigm shift is a fundamental transformation in how persons know and perceive the world (initiated by gutenberg"s invention) Central goal of media ecology according to neil postman is the study interaction between people and their communications technology. Medium theory is a research tradition that considers the technology or individual medium of communication to be equally important to, or even more important than the content of media to understand our social environment. Marshall mcluhan"s famous quote "the medium is the message" History of civilization from medium-theory perspective divided into three categories: oral societies, print societies and. Argued political power within society is influenced by unique character of communication media that dominate spread of information. Medial church heavily inflamed by printing press. Time-biased media are characteristic of tribal or oral civilizations. Biased towards preservation of knowledge and institutions are decentralization and hierarchal. Space-biased media are inclined toward secularism, materialism and rapid social change.
