With reference to relevant arguments by Raymond Williams and Marshall McLuhan regarding the relationship between media technology and culture, outline your own position in relation to this debate, using two digital media examples to illustrate your argument…
Download file to see previous pages...
McLuhan’s work laid emphasis on how media is not an exclusive domain, but a space for the intermingling of politics, commerce and culture. One of the founding fathers of the field of media ecology, McLuhan introduced his core ideas in the 1950s and 60s. This was a period of rapid growth in telecommunication technology. The project McLuhan undertook is no less than to explain how “the nuances and great sweeps of human history are made possible by media of communication--how media determine the thoughts and actions of people and society.” (Strate, 2004) Raymond Williams’ career as a media analyst succeeded that of McLuhan. Consequently, he was able to see the flaws in several of McLuhan’s theories and rectify them to a large extent. Where Williams differed from his predecessor was on his ability to place media in the larger socio-cultural and economic dimensions rather than merely the technological dimension. This essay will argue that while McLuhan laid out many fundamental concepts governing media studies, it is Williams who offers a more robust and veritable framework of understanding for studying media. Their arguments are weighed in the cases of digital media such as the television and the Internet. And finally, where either scholar’s concepts fall short, the Propaganda Model proposed by Noam Chomsky and Edward Herman is referred to present a more comprehensive understanding of media and its functionality. ...
and weapons, in addition to the major mass media and communication technologies.” (Driedger & Redekop, 1998) Hence, media is effectively an extension of human beings and their perceptory faculties and capabilities. While there is efficiency and expedition in the dissemination of information in this setup, the concerns are the attendant negative consequences. For example, an outcome of this pervasive media space is the numbing of our critical faculties under the overload of information processing. In this cultural order where ‘the medium is the message’, there is danger in media technology’s role in “how and what we communicate, how we think, feel, and use our senses, and in our social organization, way of life, and world view.” (Driedger & Redekop, 1998) I concur with McLuhan’s apprehensive about the power of media technology in determining and dictating culture. McLuhan further argued that “the sensory organization, and the relationship between sensory organization and the nature of thought were shaped by a person's direct experience with a medium. He saw television as a high-involvement medium, which leads viewers to crave the same level of involvement in all of their experiences. This was based on his designation of television as a "cool" medium, drawing on the distinction between "hot" jazz which was highly structured, and "cool" jazz, which was more unstructured, generating more listener involvement.” (Driedger & Redekop, 1998) It is fair to claim that this theory is now proven to be inaccurate, for television actually only requires passive consumption as opposed to active engagement. Indeed, television has thus acquired the derogatory terms ‘idiot box’ and ‘the tube’. This is one of several instances where McLuhan’s grasp of the nature
...Download file to see next pagesRead More
Cite this document
(“Relationship between media technology and culture Essay”, n.d.)
Retrieved from https://studentshare.org/journalism-communication/1404543-relationship-between-media-technology-and-culture
(Relationship Between Media Technology and Culture Essay)
“Relationship Between Media Technology and Culture Essay”, n.d. https://studentshare.org/journalism-communication/1404543-relationship-between-media-technology-and-culture.
In answering the question you may wish to refer to one or several of the following: ‘family’, ‘friendship’, national identity, globalization, ‘the relationship between virtual communities and virtual selves. Your answer must involve an analysis of specific SMN pages (including images) and should refer to at least one of the texts on the module reading list.
The research data seems to identify with the notion that relationship marketing is a strategic and short-term series of communications with clients and internal staff which takes into consideration costs, labour, productivity, human relations and human resources as part of the marketing focus and brand identification within desired consumer segments
This also includes the rituals and customs that are maintained by the communal people. These factors govern the behavior of the individuals who are part of the community and thus form a culture. In the present-day status, this culture has a significant relationship with the media (Fotopoulis, 1999).
Technically, it has gained major notice for its visual mastery and it has pushed the limits of digital developments as it has also prompted other film-makers to make the transition to the rich digital format. The digital genre however has not been widely accepted, especially among filmmakers who value the more subtle and more cerebral narrative construction in film.
The sense of medium in technical aspect is considered to be something with specific determining properties (Chin, 2011). Media include magazines, radio, television, mails, fax, internet, newspaper and telephone. Both the media and the society absorb attributes from one another.
Through the collection of a number of relationships and inter-connectivity in relationships, a society is established. Societies are also expanded into communities when the various interactions that exist between people yield a number of outcomes and consequential results.
While there are those who argue that such change will create freedom and liberation of man in the form a new digital culture; there are still those who argue otherwise warning of the possibility, in the words of Foucault (1973), of 'the death of the subject' (cited in Schirato, 2003).
The importance of cultural and creative industries, especially of music industry, is not merely limited to its economic capabilities (which is, of course, relatively strong); but also to the prominent role it has on the making and unmaking of peoples' identities, attitudes, values and lifestyles.
According to the report social media has rapidly and consistently grown with its impact mostly being felt in professions such as public relations, journalism, advertising and marketing. Social media network such as Facebook, Instagram, Flickr, Twitter, Pinterest, and YouTube continue to be the driving force of different political revolts across the world.
8 Pages(2000 words)Essay
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Let us find you another Essay on topic Relationship between media technology and culture for FREE!