SMC219Y1 Lecture Notes - Lecture 13: Arthur Asa Berger, Marshall Mcluhan
17 Apr 2018
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Theory: arthur asa berger or anything that communicates a message. The text is important not the medium. Mcluhan the medium is important not the text. The text doesn"t have to be written, it can be verbal, a song, a picture, a movie. We have to break down the message to understand it. Unpacking berger"s approach to the meaning of the message. 4 functions of the message: the pragmatic, practical, about imformation, trying to just give you information, ex. weather, expressive, artistic, creative, trying to get you to think, ex. Sometimes not simple and straight forward, it can have many layers. Convention: elements which are known to both the creator and his audience. Invention: something new imagined by the creator beforehand. Ex, when the blair witch project first used hand held filming it was invention, but now so many films use it so it i convention. Ex. different teachers will grade the same essay differently.
