Understanding The Medi The Extensions Of Man

Jenkins talks about how the consumption of media products is a collective process, in other words, the collective intelligence is seen as an alternative source of media power. He describes how within popular culture, the collective meaning making is shaping and changing the ways religion, education, laws, politics, advertising and how the military operate (4). Jenkins discusses a process called “convergence of modes”, he explains that media and communication are becoming interconnected like the telephone and television.

Wilbur Schramm, a former student and professor at the University of Iowa once said, “With language and writing in hand, humans had paid the tuition for their own education.” Schramm’s argument here presents a Utopian perspective on media while also illustrating Marshall McLuhan’s idea that “the medium is the message”.

COURSE DESCRIPTION: Prerequisite: Completion of the lower division writing requirement. An introduction for the non-art major to the relationships between art and mass culture. Illustrated lectures explore the development, techniques, and ideas underlying the contemporary visual environment, including the media arts of photography and advertising, as well as painting, sculpture and architecture. Art majors may take this course for university elective credit. (Available for General Education, Arts &

When Marshall McLuhan coined the phrase “the medium is the message” back in 1967, we were facing a very different society than we are today. His focus was of course on the mediums of the time: radio, newsprint and television. Mark Federman, a Chief Strategist for the McLuhan Program in Culture and Technology asserts in his article, What is the Meaning of the Medium is the Message? (2004), McLuhan was not speaking directly about the medium itself. His thought process went to a deeper level. Federman “note[s] that it is not the content or use of innovation, but the change in inter-personal dynamics that the innovation brings with it” that is the issue. In a world that we can now access hundreds of thousands of bits of information in milliseconds, we can certainly see a shift in media influence. Today we can actually watch events as they unfold, whether they are events for a greater good or events of horrific acts of terrorism, technology has enabled society to be omnipresent. Melody Thompson (2011) refers to Jaron Lanier in discussing how technology shapes our relationship to itself. She notes that Lanier believes technology imposes on us its own viewpoint and that shapes our decisions. In a world where we live with a 24 hour news cycle and news stations that can skew their reporting to send the message they want their viewers to hear, it is quite prophetic when Lanier states “it

McLuhan’s main argument demonstrates that the medium is more important than the message, due to the fact that without the medium, the message is in a state of absence. Automation appeals as a main factor in how McLuhan begins his argument. McLuhan looks at automation as a message. McLuhan goes on to support it with, “Many people would be disposed to say that it was not the machine, but what one did with the machine.” (McLuhan, 107). McLuhan takes note that people only focus on the finished product, the message, while the process gets overlooked countlessly. For instance; fans do not see Kobe Bryant shoot in the gym for countless hours, but yet see him score 50 points in a single basketball

The role of media has often been a subject of much debate, particularly in terms of its role in portraying and conveying truth to the target audience. Some argue upon its utility as a means to disseminate information and to rectify perceptions and facts in the minds of the viewers; while others squabble on the amount of misrepresentation which is often adopted by media as a means to project baseless arguments which lead to severe impact on the minds, especially those who are unlearned and uneducated. In today’s burgeoning era, the role of media still remains a largely disputed topic but fragmentation of media has become a broadly accepted and also, widely noticed phenomenon. Not only have new

In Chapter six of Practices of Looking theorist Michael McLuhan stated during the 1960’s that “a medium is any extension of ourselves through a technological form”. He also believed that it is a way in which individuals extend their bodies in processes of communication, which despite him writing in the 1960’s is highly relevant in contemporary society. The chapter discusses how people rank modes of media in terms of importance. For instance, an article on Facebook or seen on a social networking platform may not be as highly regarded by the average viewer, as it can be perceived as not being credible. Yet, a newspaper article is often held in a higher esteem.

As the influence of print wanes, the content of politics, religion, education, and anything else that comprises public business must change and be recast in terms that are most suitable to television. I also believe that the media of communication available to a culture are a dominant influence on the formation of the culture's intellectual and social preoccupations. What we see on television has a big impact on our lives, on how we act and what we like to do. Media learnt how to influence the masses and now they could actually change a countries culture if they want to. What we see on television is what we talk about, so it’s really easy to change the perception of things based on television.

With the rise of industrialization, globalization, and mass production, the manufacturing productivity has been dramatically increased and accordingly the availability of consumer goods. And with the rise of the mass media, various products have been targeted on broad groups of consumers. Consumerism, which is propelled by a system of mass production and high levels of consumption, has been one of the themes in art works from twentieth century till now.

Andy Warhol being not simply a Pop artist, but an American artist who was known as the master of Pop Art, and about two of Warhol’s most famous paintings; Coca-Cola and Campbell’s Soup Cans. Andy Warhol was an artist and filmmaker, an initiator for the Pop Art movement in the 1960s. Warhol used mass production techniques to elevate art into the supposed unoriginality of the commercial culture of the United States. Warhol’s early drawings frequently recalls the Anglo-Saxon tradition of nonsense humor, a characteristically childlike exuberance, and the fact that Warhol was successfully earning a living in the advertising industry at the time was sufficient for many to dismiss his entire artistic output during this period as “commercial art”. Fifty years ago, Pop art captured the spirit of Warhol’s young art, but that basic structure has been (to most people) a revealing profitless movement for years. Pop art was a 1960s movement that focused on everyday objects, comic books and mediated images — now seems quaint and playful, but not Warhol. In the first part of Andy Warhol’s career he was an iconoclast, in the second, the artist as businessman. In 1960 Warhol’s graphic works underwent a fundamental change in terms of subject matter, accompanied at about the same time by a change in technique. Warhol’s graphic work covers areas not normally associated with the art of the twentieth century, and which might even be considered unique. In Andy Warhol’s paintings and prints of

McLuhan’s claim that “The Medium is the Message” signifies that the approach of a transmitted message does matter. The reason as to why is that it affects how it is obtained by recipients which can manipulate their overall perception. This dominant form of communication also influences the substance in modifying how we interact and behave alongside our values and norms. These effects happen to stem from numerous definitions of media and its content for users such as hot (filled with information lacking in participation to think and active engagement furthering passive behavior) and cold (short of data requiring mental activity to be involved) media. Ultimately, this assertion pinpoints the role of media ecology in that mass media is the sole foundation of cultural life in society.

In detail this paper will show how the media played an important role in the culture today. It will answer the questions What were the major developments in the evolution of mass media in the last century? It will also ask How did each development influence American culture? And What is ment by the term media convergence and how it affected everyday life?

Radio, television, film, and the other products of media culture provide materials out of which we forge our very identities; our sense of selfhood; our notion of what it means to be male or female; our sense of class, of ethnicity and race, of nationality, of sexuality; and of "us" and "them." These products of media help shape our view of the world and our deepest values: what we consider good or bad, positive or negative, moral or evil. They contribute to educating us how to behave and what to think, feel, believe, fear, and desire -- and what not too. The media teach us how to be men and women, how to dress,

From experience, I for one believe that technology has had a major impact on my culture , In Fiji if a man wished to be with a woman by our culture he has to go and let the woman’s family know about his intentions of being with the woman and ask them for permission before taking her out on a date. Nowadays this important part of our culture is history, a man just has to call the woman on her cell phone and ask her out on a date without her parents knowing. Now that I look at the changes that have happened in my culture, I think that it is a shame to watch our culture and traditions being influenced by technology. McLuhan with his writing’s makes us think about the power of technology and its abilities to rearrange society.

Advertising is one of the channels of social communication. The system of social communication provides not only the preservation and rebroadcast achievements of culture and cultural norms and everyday practices, but it is also a crucial part of the process of inculturation personality which is essential to the processes of social development as a whole. An important event in the evolution of modern mass culture was the so-called “visual turn” resulting from the multimedia revolution of XX-XXI centuries.This revolution led to the dominance of visual cultural forms, including outdoor advertising as a mass phenomenon culture.