Task 6:
Using McLuhan's "Tetrad of Media" (see diagram below), choose a medium or media application or tool (e.g. newspaper, books, radio, tv, film, internet, computer games, handphone, instant messaging, blogging, online advertising, youtube, facebook etc.) and explain its media effects? Please refer to Week 9's lecture notes plus your own research to discuss this topic.
IMPORTANT: Do not take other people's words as your own. Please state your source when quoting someone or article.
DEADLINE: 12 midnight, Sunday, 12th April 2009
Each student must post at least 2 critical reflection on topic given (4%), 1 personal reflection on the media culture class (1%), over a period of 5 days to 7 days.
An introduction to McLuhan:
Marshall McLuhan is perhaps one of the best known media theorists and critics of this era. He summarized his ideas about media in a concise tetrad of media effects. The tetrad is a means of examining the effects on a society of any technology or medium and explaining the social processes underlying the adoption of a technology or medium by diving its effects into four categories.
Enhances: What does the medium enhance?
Obsolesces: What does the medium make obsolete?
Retrieves: What does the medium retrieve that have been obsolesced earlier?
Reverses: What does the media flip into when pushed to extreme?
Extract from Wikipedia, the free encyclopedia
First Critical Reflection
Film is one of the source of media which has its own effects. Based on McLuhan's "Tetrad of Media" film encompasses individual motion pictures, the field of film as an art form and the motion picture industry. Film is produced by recording images from the world with cameras or it can be produced by creating images using animation techniques or special effects. The increasing of film production make the obsolesces of book reading become more obvious because it is more efficient to watch movie instead of reading books as films has a very powerful entertainment effect. It is even faster to know the ending of the story bu watching films instead of reading the whole book with a huge number of chapters in it. Also, the production of film could decrease the production of papers which could be dangerous environmentally and globally. It can also create job opportunities for the talented actors and entertain the viewers. If films are push to a certain extend it could give a very huge impact to the technology as it applies the 3D effects to the spectators that could give an effect as in they are in the movies. Films also can be improved by introducing digital cinema or e-cinema which means films can be viewed and distributed via hard drives, optical disks or satellite using a digital projector instead of a conventional film projector.
Second Critical Reflection
Online advertising is one of the media medium that has its effects into our lives. Online advertising is a form of of promotion that uses the Internet and World Wide Web for the purpose of delivering marketing messages to attract customers. As we all know, the medium of advertisements are focused on the newspaper, fliers, billboards, television and radio. Thus, the usage of online advertising will cause us not to depend on these traditional advertisement mediums. However, online advertising has its strong reason why the traditional advertisement mediums mentioned should not be depended on. One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. This is the most appropriate time to use the phrase 'anything in just a click'. To that end, the emerging area of interactive advertising presents fresh challenges for advertisers and improvement of marketing strategies.
Personal Reflection on Media Culture Class
This week, the lecture was basically about who is Marshall McLuhan's and his media theories. We were also being reminded on the second assignment which is due on 20th April 2009. That is only one week away. The lecturer also stressed out that the article that we are to write must apply the theories that were taught is class.
Using McLuhan's "Tetrad of Media" (see diagram below), choose a medium or media application or tool (e.g. newspaper, books, radio, tv, film, internet, computer games, handphone, instant messaging, blogging, online advertising, youtube, facebook etc.) and explain its media effects? Please refer to Week 9's lecture notes plus your own research to discuss this topic.
IMPORTANT: Do not take other people's words as your own. Please state your source when quoting someone or article.
DEADLINE: 12 midnight, Sunday, 12th April 2009
Each student must post at least 2 critical reflection on topic given (4%), 1 personal reflection on the media culture class (1%), over a period of 5 days to 7 days.
An introduction to McLuhan:
Marshall McLuhan is perhaps one of the best known media theorists and critics of this era. He summarized his ideas about media in a concise tetrad of media effects. The tetrad is a means of examining the effects on a society of any technology or medium and explaining the social processes underlying the adoption of a technology or medium by diving its effects into four categories.
Enhances: What does the medium enhance?
Obsolesces: What does the medium make obsolete?
Retrieves: What does the medium retrieve that have been obsolesced earlier?
Reverses: What does the media flip into when pushed to extreme?
Extract from Wikipedia, the free encyclopedia
First Critical Reflection
Film is one of the source of media which has its own effects. Based on McLuhan's "Tetrad of Media" film encompasses individual motion pictures, the field of film as an art form and the motion picture industry. Film is produced by recording images from the world with cameras or it can be produced by creating images using animation techniques or special effects. The increasing of film production make the obsolesces of book reading become more obvious because it is more efficient to watch movie instead of reading books as films has a very powerful entertainment effect. It is even faster to know the ending of the story bu watching films instead of reading the whole book with a huge number of chapters in it. Also, the production of film could decrease the production of papers which could be dangerous environmentally and globally. It can also create job opportunities for the talented actors and entertain the viewers. If films are push to a certain extend it could give a very huge impact to the technology as it applies the 3D effects to the spectators that could give an effect as in they are in the movies. Films also can be improved by introducing digital cinema or e-cinema which means films can be viewed and distributed via hard drives, optical disks or satellite using a digital projector instead of a conventional film projector.
Second Critical Reflection
Online advertising is one of the media medium that has its effects into our lives. Online advertising is a form of of promotion that uses the Internet and World Wide Web for the purpose of delivering marketing messages to attract customers. As we all know, the medium of advertisements are focused on the newspaper, fliers, billboards, television and radio. Thus, the usage of online advertising will cause us not to depend on these traditional advertisement mediums. However, online advertising has its strong reason why the traditional advertisement mediums mentioned should not be depended on. One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. This is the most appropriate time to use the phrase 'anything in just a click'. To that end, the emerging area of interactive advertising presents fresh challenges for advertisers and improvement of marketing strategies.
Personal Reflection on Media Culture Class
This week, the lecture was basically about who is Marshall McLuhan's and his media theories. We were also being reminded on the second assignment which is due on 20th April 2009. That is only one week away. The lecturer also stressed out that the article that we are to write must apply the theories that were taught is class.
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