MDSA01H3 Study Guide - Final Guide: Media Create, Lifeworld, Alvin Toffler
Document Summary
Medium theory- a research tradition that considers the technology or individual medium of communication to be equally important to, or even more important than, the content of media to understanding out social environment. Time-biased vs. space-biased: time based media are characteristics of tribal or oral civilizations. space-biased media- are inclined toward secularism, materialism, and rapid social change. They typically are lighter in character, less durable, and more ephemeral than time-based media. Cool media hot medium is one that extends a single sense in high definition while cool medium is low definition because it is high in participation or completion by the audience. Acoustic space- characterized the world as it was experiences during primary orality. Visual space- detaches sight from the other sense; it is an infinite container, linear and continuous, homogenous and uniform. Extension - belief that every technology extends or amplifies same organs, sense, or faculty of the user.
