MDSA01H3 Chapter Notes - Chapter 1: 4Me, Thomas Edison, Postmodernity

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13 Oct 2015
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Medium (middle / indirect channel) past: primary medium = people travelled very slowely, passed through & altered through multiple mediums present: primary medium = mass media addresses large number of people in remote locations simultaneously. Increased literacy rates + ownership of printed materials. The present era information age, the third wave, post-industrial society, space age, postmodernity. Postmodernity emerged in 1960s economic mode shifted: goods-based manufacturing information-based services transformation from modernity postmodernity: mass production of standardized, durable goods (cars) reproduction of highly customizable soft goods (itunes libraries + cell phone plans) Convergence: tendency of formerly diverse media to share a common + integrated platform. Mobility: instead of going to media media comes or goes with us virtually. Fragmentation: de-massification (large, undifferentiated, anatomous) of media: specialization + niche marketing (caters to the increasing diversity of the public + tailored to individual tastes)

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