Key Learning: ‘In what ways is the media an extension of ourselves?’
`We become what we behold. We shape our tools and thereafter our tools shape us.’ McLuhan
Possible questions that might ask for a comparison of traditional media and new media and its impact on societies and also how technologies have always impacted on society.
‘New media will eventually replace traditional media.’ To what extent do you agree with this statement? You should refer to at least two media forms in your answer. [30]
‘We talk about print, film, TV and radio as separate media, but these are all converging and will be impossible to tell apart in the future.’ Evaluate the evidence which supports this view. [30]
To what extent have new technologies influenced the style and form of traditional media? [30]
Analyse the significance of a particular technological development in the media. [30]
To understand this, is to understand much of Media Ecology!
A Recap and an New Concept
The Lenses of Media Studies (we have used during the course)
Traditional Media – definition
Media that originated prior to the internet, including newspapers, radio, and broadcast television
New Media – definition
Mass communication using digital technologies such as the internet.
A brief history of media throughout time
And there are huge differences between the impacts of traditional media v new media.
Task 1 – in pairs
Explore the evolution of media and the impact (superpowers) these new media tools have offered humankind.
Using the printed copies annotate the images.
Add callouts at each stage of the evolution of humankind and describe what new powers and abilities each stage has given to society, culture and the individual.
In essence, ‘How has each stage of new media technology acted as an, ‘Extension of humanity?’ To coin a phrase from Marshall McLuhan.
Task 2
Then help your teacher to create a list on the board for as many advantages and disadvantages for society pre 1990 and post 1990 (the advent of the internet) in terms of what and how media operated. You may have to interrogate your teacher. For example, how did they organise their social life? How did they listen to music?
Some suggestions are in classroom.
And the future – AI and the Metaverse?
We already come across AI on a daily basis:
- ALGORITHMS
- CHAT BOTS
- PREDICTIVE TEXT
But what is the metaverse? We have gone from Web 1.0 (a digital screen that you read but couldn’t interact with) to Web 2.0 that became participatory through a screen and Web 3.0 will take us through to the Metaverse – instead of interacting through the screen, we will be inside the screen.
Don’t think that will ever happen? Well, only a few years ago, we would never have believed we could have spoken face to face, to Aunty Beryl in New Zealand whilst on a bus in Bognor. But the magic is ongoing.
The real problems arising are: security, addiction, safety and of course – how reality will be impacted – what indeed, will be reality? Will the representation of reality, become more real than other interactions and experiences?