This week class we learn about Marshall McLuhan's concept of media.
He came out a book call "Media is the Massage", he used "massage" instead of the word "message" it is because he discovered that the word "massage" is more suitable, more creative and more precise to represent his concept of media, "Mass-Age", as the mass media develops rapidly. Moreover, he said that technology is the extension of human body, for example fork and spoon is the extension of human's hands to grab something to eat.
The extension of technology causes amputation, which eliminate the olden or inconvenient technology, e.g. automobile amputates bicycles, and it results the place develops in different manner.
Everything is media to us, even a small bulb of light. Why? It is because when a place with no light, no one would stay at that place, BUT if there is a light, there is a possible for people to stay or gather there, the message of the media "light" tells us people gathered there, there is the existence of people.
McLuhan also summarized his ideas of media by using "tetrad of media effects". It explains the effects of media by dividing into 4 different categories which are enhances, reverses, retrieves, and obsolesces.
Hot Media and Cold Media, previously known in Trimester 1 Media Appreciation class, but now is more briefly explained. Hot Media is a media which is low participation but easy to received the message within, while Cold Media is high in participation, we need to pay more attention, analyze it as it is not easy to receive and the message is more impact. "The harder we work to receive the message, the more we remember".
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