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Medium theory can be divided into microlevel and macrolevel issues. Microlevel medium theory explores the consequences of the choice of one medium over another in a particular situation, such as in initiating or ending a personal relationship, applying for a job, commanding troops, or interacting with one’s children.
McLuhan understood "medium" as a medium of communication in the broadest sense. In Understanding Media he wrote: "The instance of the electric light may prove illuminating in this connection. The electric light is pure information. It is a medium without a message, as it were, unless it is used to spell out some verbal ad or name."
The Medium is the Massage: An Inventory of Effects is a book co-created by media analyst Marshall McLuhan and graphic designer Quentin Fiore, with coordination by Jerome Agel. It was published by Bantam Books in 1967 and became a bestseller with a cult following .
"The medium is the message" [2] is the most famous insight from McLuhan, and is one of the concepts that separates the North American theory from the European theory. Instead of emphasizing the information content, McLuhan highlighted the importance of medium characteristics which can influence and even decide the content.
However, Baudrillard's hyperreality theory goes a step further than McLuhan's medium theory: "There is not only an implosion of the message in the medium, there is, in the same movement, the implosion of the medium itself in the real, the implosion of the medium and of the real in a sort of hyperreal nebula, in which even the definition and ...
Medium essentialism is a philosophical theory stating that each artform has its own distinctive medium, and that the essence of such an artform is dependent on its particular medium. [1] In practice, the theory argues that every artwork should manifest its essential properties, those which no other artform can employ.
A blank tetrad diagram. Marshall McLuhan's tetrad of media effects [1] uses a tetrad - a four-part construct - to examine the effects on society of any technology/medium (that is, a means of explaining the social processes underlying the adoption of a technology/medium) by dividing its effects into four categories and displaying them simultaneously.
Within media studies mediation is also used in the same sense as in Marxist theory: thinkers try to look at how a given medium reconciles the various forces of history, culture, economics or the material world, and how social actors use that medium to navigate these various meanings and values. The central problem for any media theorist ...