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Understanding New Media And Old in Four Fun Steps

Understanding New Media And Old in Four Fun Steps. Mike Dorsher, Ph.D. Assistant Professor Department of Communication and Journalism University of Wisconsin-Eau Claire. Origins. Marshall McLuhan, 1911-1980 “The medium is the message” 1964 “The medium is the m a ssage” 1967

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Understanding New Media And Old in Four Fun Steps

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  1. Understanding New Media And Old in Four Fun Steps Mike Dorsher, Ph.D. Assistant Professor Department of Communication and Journalism University of Wisconsin-Eau Claire

  2. Origins • Marshall McLuhan, 1911-1980 • “The medium is the message” 1964 • “The medium is the massage” 1967 • “Laws of Media: The New Science” 1988 • Finished by his son, Eric McLuhan • An airplane, ultimately, becomes … • a projectile

  3. All media, simultaneously: • Retrieve some facets of older media • Extend some sense or organ of the user • Obsolesce, or close, another sense • Reverse into some unintended form • When pushed near their limits

  4. e.g., a Xerox copy machine:

  5. My research goals • Rescue the “Laws of Media” from obscurity • Apply them to new media born since 1988 • Reveal how media already distort our lives • Forecast how today’s new media will mature -- and ultimately what they will morph into

  6. Digital Video Recorders retrieve: • Computers • DVDs • VCRs • Cable TV • The Internet • Cybernetics; i.e., constant correcting feedback

  7. DVRs extend or enhance: • Time shifting • Commercial skipping • Live sports telecasts • Dataveillance • Online marketing • Online shopping

  8. DVRs obsolesce: • VCRs • Catalog shopping • Commercials • Producer-created special effects • Watching sports live • Viewers’ home privacy

  9. DVRs reverse into: • Nonlinear media • Commercials with program breaks • Video jukeboxes • Gesellschaft • i.e., uncommon ground

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