Marshal McLuhan, a Canadian philosopher and professor of English, shot to fame in 1964 when he published Understanding Media and now is revered as one of the founders of media studies, from the post as one of the great visionaries of this and future Information Society.
But what was the particular focus of McLuhan? Essentially, one could say that he had none. McLuhan's approach to a problem started to deny a fixed point, since for him the understanding of any issue always required a multidimensional approach. Freely, his writings lack of complex arguments or thesis with a linear development. And in this sense, it is undeniable that McLuhan was a free man, to the point that on his tombstone is written with analog digital typography ' The truth will set us free' .
McLuhan's perspective respect to social media, has been called technological determinism, but also could be considered a visionary. In fact, when McLuhan died, cable television was not yet a reality, and the inhabitants of the global village - a term that described the global human interface generated by the electronic media, "little did they know about interactivity, e-books, multimedia or video, however, his work has left a theoretical framework to study and understand the nature of new media that have revolutionized the history of human communication.
Many predicted by McLuhan considerations have been met only partially, their reasoning, postulates with lucid clarity in his famous phrase ' The Medium is the Message' , warn that if we want to investigate meanings and social behavior, we must note that they lie in the News analyzed more than in the contents broadcast by the same, or otherwise, is the media technology that is per se communicative momentum strong and determined.
War and Peace in the Global Village is a book that continues the theories of McLuhan on the new electronic technologies and their coexistence with the old, which says that a technology is archaic, does not necessarily mean their demise.
Today, the Internet has changed the way people see the world, and many experts consider as the major technological advances of the twentieth century. Simultaneously, experts, analysts are watching television is being displaced by the emergence and development of this new digital medium that has expanded rapidly, becoming an indispensable tool that covers all kinds of activities, both professional and private.
The key is that the Internet can find everything and is becoming a big container capable of Share any media and content. But this does not mean that classical diffusion media will disappear but simply that we in the process of coexistence of different models of broadcast or multicast media.
Another issue to consider is that television is a medium reactive and therefore passive Meanwhile, Internet activities are active , since browsing the Internet encourages a kind of consumption Multitasking opposed the accommodating attitude of the TV. In fact, some analysts say is an emerging new model of viewers. Thus, alongside the old, accustomed to receiving content -called lean back , the position reclining on the sofa, comes another multi-viewer, accustomed to find what you want to consume-called lean forward, hunched over the keyboard.
However, there are those who claim passivity. Do you really want to abandon the passive interaction with the TV? This is precisely the main trick of the television like it because it requires very little. And it may perhaps also be the reason that has a penetration of 89%, according to the latest report of the General Media Study, although its growth has stabilized. In contrast, Internet rises triggered. In 10 years, its penetration has risen from 2.9% to 34.3%. Yet today, the major supplier of audiovisual content is still television.
Against this background, it appears that, increasingly, it calls for close collaboration between television and Internet companies have been launched to media convergence. Add intelligence and interactive television remains an unfinished work, and use technology to make TV and the Internet are understood, is an unstoppable trend toward a new model of communication .
But what was the particular focus of McLuhan? Essentially, one could say that he had none. McLuhan's approach to a problem started to deny a fixed point, since for him the understanding of any issue always required a multidimensional approach. Freely, his writings lack of complex arguments or thesis with a linear development. And in this sense, it is undeniable that McLuhan was a free man, to the point that on his tombstone is written with analog digital typography ' The truth will set us free' .
McLuhan's perspective respect to social media, has been called technological determinism, but also could be considered a visionary. In fact, when McLuhan died, cable television was not yet a reality, and the inhabitants of the global village - a term that described the global human interface generated by the electronic media, "little did they know about interactivity, e-books, multimedia or video, however, his work has left a theoretical framework to study and understand the nature of new media that have revolutionized the history of human communication.
Many predicted by McLuhan considerations have been met only partially, their reasoning, postulates with lucid clarity in his famous phrase ' The Medium is the Message' , warn that if we want to investigate meanings and social behavior, we must note that they lie in the News analyzed more than in the contents broadcast by the same, or otherwise, is the media technology that is per se communicative momentum strong and determined.
War and Peace in the Global Village is a book that continues the theories of McLuhan on the new electronic technologies and their coexistence with the old, which says that a technology is archaic, does not necessarily mean their demise.
Today, the Internet has changed the way people see the world, and many experts consider as the major technological advances of the twentieth century. Simultaneously, experts, analysts are watching television is being displaced by the emergence and development of this new digital medium that has expanded rapidly, becoming an indispensable tool that covers all kinds of activities, both professional and private.
The key is that the Internet can find everything and is becoming a big container capable of Share any media and content. But this does not mean that classical diffusion media will disappear but simply that we in the process of coexistence of different models of broadcast or multicast media.
Another issue to consider is that television is a medium reactive and therefore passive Meanwhile, Internet activities are active , since browsing the Internet encourages a kind of consumption Multitasking opposed the accommodating attitude of the TV. In fact, some analysts say is an emerging new model of viewers. Thus, alongside the old, accustomed to receiving content -called lean back , the position reclining on the sofa, comes another multi-viewer, accustomed to find what you want to consume-called lean forward, hunched over the keyboard.
However, there are those who claim passivity. Do you really want to abandon the passive interaction with the TV? This is precisely the main trick of the television like it because it requires very little. And it may perhaps also be the reason that has a penetration of 89%, according to the latest report of the General Media Study, although its growth has stabilized. In contrast, Internet rises triggered. In 10 years, its penetration has risen from 2.9% to 34.3%. Yet today, the major supplier of audiovisual content is still television.
Against this background, it appears that, increasingly, it calls for close collaboration between television and Internet companies have been launched to media convergence. Add intelligence and interactive television remains an unfinished work, and use technology to make TV and the Internet are understood, is an unstoppable trend toward a new model of communication .
0 comments:
Post a Comment