MDSA01H3 Chapter Notes - Chapter 13: The Gutenberg Galaxy, Aphorism, Bes
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Chapter #13: ecological analysis: medium theory: an overview. Paradigm shift a fundamental transformation in how persons know and perceive the world. Medium theory a research tradition that considers the tech or individual medium of communication to be equally important to or even more important than , the content of media to understanding our social environment. Medium theory posits that tech of communication always makes a world of difference. Marshall mcluhan s aphorism the medium is the message. This theory can be utilized by with micro (ingle situation) or macro level(social: harold a. innis (1894-1952) Political power within society is influences by the unique character of the communication media that dominate the dissemination of information. Famous for his lectures on empire and communications (1950 ) about monopolies of knowledge, political power, and technologies of communication. Time-biased and space-biased media: time-biased media that emphasize time are those that are durable in character such as clay.
