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  • Evolution of Traditional To New Media

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    Cemee Faith Muleta Escarilla
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    McLuhan's theory of media evolution suggests that society and culture are shaped by advances in communication technology and media. He categorized media as either "hot" or "cool" depending on audience participation levels. "Hot" media like television and films require little involvement while "cool" media like computers enable high interactivity. McLuhan believed we have progressed from tribal oral cultures to the literacy, print, electronic, and current digital/information ages, with each shaped by the dominant medium of communication. The document prompts consideration of whether those controlling advances in media and technology shape culture and society or if culture and society shape the development of media and technology.

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    Evolution of Traditional to New Media

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    McLuhan's theory of media evolution suggests that society and culture are shaped by advances in communication technology and media. He categorized media as either "hot" or "cool" depending on audience participation levels. "Hot" media like television and films require little involvement while "cool" media like computers enable high interactivity. McLuhan believed we have progressed from tribal oral cultures to the literacy, print, electronic, and current digital/information ages, with each shaped by the dominant medium of communication. The document prompts consideration of whether those controlling advances in media and technology shape culture and society or if culture and society shape the development of media and technology.

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    © All Rights Reserved
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    3 views8 pages

    Evolution of Traditional To New Media

    Uploaded by

    Cemee Faith Muleta Escarilla
    McLuhan's theory of media evolution suggests that society and culture are shaped by advances in communication technology and media. He categorized media as either "hot" or "cool" depending on audience participation levels. "Hot" media like television and films require little involvement while "cool" media like computers enable high interactivity. McLuhan believed we have progressed from tribal oral cultures to the literacy, print, electronic, and current digital/information ages, with each shaped by the dominant medium of communication. The document prompts consideration of whether those controlling advances in media and technology shape culture and society or if culture and society shape the development of media and technology.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 8

    Take a look at his picture, what do you think does it suggest?

    The Evolution of Traditional to


    New Media
    Marshall McLuhan who is famous for the phrase “the
    medium is the message” and is proponent of the media
    theory on technological determinism, believed that
    society is driven by changes in media and
    communication technology.
    McLuhan’s (1962) view of the evolution of Media and Communication Technology.
    HOT MEDIA – refers to forms requiring little involvement
    from the audience and examples include film and television.
    They are HOT because , metaphorically speaking, they cannot
    be “touched” and thus experience is relatively passive and
    static.

    COOL MEDIA – are those with high-level user


    interactivity, where the experience is more dynamic
    and the audience is more involve.
    MILESTONE IN MEDIA
    EVOLUTION

    Tribal Age

    Literacy Age

    Print Age

    Electronic Age
    INFORMATION / DIGITAL AGE
    Infrastructure Age
    Assignment:

    Who CONTROLS?
    Advancement of Mass Media and Technology
    shapes our Cultures and Society?

    Cultures and Society Shapes Media


    &Technology?

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