h1

Just posting some new research

November 3, 2008

Key Takeaways:

  1. media interpretation is framework for which readers make sense of their daily experience
  2. impact of media on issues: media exacerbates social problems and cause mass cognition
  3. audience is the content analysts
  4. target: attention, pattern recognition, and elaboration
  5. how individuals construct information
  6. “dominant communication paradigm”
  7. “structure of thought”
  8. “expressing large social dynamics”‘
  9. structure of social world through daily news events conceptualized by communication institution
  10. public concern vs mass media
  • “the new art or science which the electronic or post-mechanical age has to invent concerns the alchemy of social change”
  • Only puny secrets need protection. Big discoveries are protected by public
    incredulity.
  • With telephone and TV it is not so much the message as the sender that is
    “sent.”
  • We look at the present through a rear-view mirror. We march backwards into
    the future.
  • Mud sometimes gives the illusion of depth.
  • Why is it so easy to acquire the solutions of past problems and so difficult to solve current ones?
  • People don’t actually read newspapers. They step into them every morning like a hot bath.
  • News, far more than art, is artifact.
  • The answers are always inside the problem, not outside.
  • Politics offers yesterday’s answers to today’s questions.
  • When a thing is current, it creates currency.
  • In big industry new ideas are invited to rear their heads so they can be clobbered at once. The idea department of a big firm is a sort of lab for isolating dangerous viruses.
  • A point of view can be a dangerous luxury when substituted for insight and understanding.
  • All media exist to invest our lives with artificial perceptions and arbitrary values.
  • As technology advances, it reverses the characteristics of every situation again and again. The age of automation is going to be the age of ‘do it yourself.’
  • Everybody experiences far more than he understands. Yet it is experience, rather than understanding, that influences behavior.
  • Innumerable confusions and a feeling of despair invariably emerge in periods of great technological and cultural transition.
  • Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication.
  • The new electronic independence re-creates the world in the image of a global village.
  • We drive into the future using only our rearview mirror.
  • When producers want to know what the public wants, they graph it as curves. When they want to tell the public what to get, they say it in curves.

From: http://www.haikusociety.com/whatishaiku/

The natural feel of the rhythm and melody of the haiku are extremely important. Haiku is about the stripping away of excess in order to attain the goal of truth; simple and raw. The tiny quality of the haiku form, in comparison to longer and more complicated forms, makes every word, every position of stresses and every silence important to the overall meaning. However, the haiku must, above all, flow musically and naturally from the poet, a brief interlude of calm in the chaos of the world.

DIGITAL MCLUHAN: A GUIDE TO THE INFORMATION MILLENIUM – PAUL LEVINSON – ROUTLEDGE – NY,NY – 1999
– electronic media is turning the world into a “global village”

– McLuhan’s stress on the importance of awareness of a medium’s cognitive effects. He argues that, if we are not vigilant to the effects of media’s influence, the global village has the potential to become a place where totalitarianism and terror rule.

Key to McLuhan’s argument is the idea that technology has no per se moral bent — it is a tool that profoundly shapes an individual’s and, by extension, a society’s self-conception and realization:

– the advent of the computer screen is fulfilling McLuhan’s observations about the global village that its dispersion of information is creating a new power structure whose “centers are everywhere and margins are nowhere” > ” the new electronic interdependence recreates the world in the image of a global village”

– the corporate gatekeeping of news is finally beginning to subside

– decentralization of the digital age > power is limited by decentralization

-McLuhan: the way we perceive contents of each medium – the literal, physical method of the medium, the intensity and clarity of the presented information – governs how we use and derive from the medium, but also its effect upon our overall society

– “acoustic space” > digital space

– “medium is the message” > our use of any communications medium has an impact far greater than the given content of any communications or that medium may convey > shifts focus from content to medium > we think about what we have heard or read more than the medium that gave us that information

– “the medium is the me sage”   | “the tedium is the message” | “the tedium is the mass age”

– “the effect of a medium is made strong and intense just because it is given another medium as ‘content’. The content of a movie is a novel… ”

– the medium that serves as content for the web is no one medium but many media because the web has taken its content of the written word in many forms > but the common denominator is the written word > writing is ubiquitous in the driver’s seat of media

– “the user is the content” >  the user is the content of the internet

– “the user is sent” > human is the active master of media – calling the shots, creating the content, having unprecedented choice over what that content will be when it has already been created by someone else

– the content of a medium operates as an intra-medium, or environment within environment, and helps define the rules of our engagement with the overall medium.

– online media is characterized by the volition is facilitates in its writers

– we absorb online information through our eyes and must give it our undivided attention

– the internet made an honest metaphor out of the global village – converted it from a metaphor to something much closer to a depiction of reality

– “the machine turned nature into an art form” > McLuhan’s fundamental consequence of the competition between media > new technologies bump predecessors to a position to be admired, no longer used > as we increase control over nature and our distance from it via technology we gain ability to appreciate nature for its own sake

– the ease of accessability on the internet and its capacity for dissemination and retrieval > anything on the web is spoken forever

– “we look at the present through a rear-view mirror. We march backwards into the future. Faced with a totally new situation, we tend to always attach ourselves to the objects…of the most recent past”.

– the amplification of acoustic space by electronic media

– 4 laws of media – amplification, obsolescence, retrieval, reversal

– multiplicity is the active ingredient in…the Web that books and libraries flip into

– what happens when hypertext links are limited to give just the information that the government wants its people to see and no more? > all options for info is created by the propaganda machine > triumph of choice transcends into the illusion of choice on the web > what extent of our current levels of choice are illusory

– Big McLuhan theory: examples of media and their effects in terms of how they manipulate humans without our concurrence, often without our awarness > wake-up calls to those unaware of the profound power of media in our and ever society

__________________________________________

VERBI-VOCO-VISUAL EXPLORATIONS – MCLUHAN – SOMETHING ELSE PRESS,INC – NY,NY 1967′

– we can no longer tolerate the irresponsibility of social trial and error. When information moves instantly to all parts of the globe it is chemically explosive. Any chain reaction which occurs rapidly is explosive, whether in personal or social life.

– the normal movement of information have the effect of armed invasion on some culture of group

– packaged information which we call entertainment transforms living conditions and basic attitudes

– it is the ordinary flow of news and pictures from every quarter of the globe which rearranges our intellectual and emotional lives without either struggle or acceptance on our part

– our present conceptions of what constitutes social cause, effect, and influence are quite unable to cope with this electronic simultaneity of conspicuous co-existance

– “geography and time are now capsulated”

– “the physics of typographic lineality have dominated our perception

UNDERSTANDING MEDIA – MCLUHAN – MCGRAW HILL 1964

– words are complex systems of metaphors and symbols that translate experience into our uttered or outered senses. > they are a technology of explicitness

– all media as extensions of ourselves serve to provide new transforming vision and awareness

– print > repeatability

– consequence of typography is the emergence of nationalism > became an intense visual image of group destiny and status and depended on the speed of information movement  unknown before printing

– once a new technology comes into a social milieu it cannot cease to permeate that milieu until every institution is saturated

– is is the instant consequences of electrically moved information that makes necessary a deliberate artistic aim in the placing and management of news

– both book and newspaper are confessional in character, creating the effect of “inside story” by their mere form, regardless of content.

– “real” news is “bad” news > newspapers has to have “bad” news for the sake of intensity and reader participation

– newspaper, from its beginnings, has tended, not to the book form, but to the mosaic or participatory form > mosaic form has become the dominant aspect of human association

– the press is not only a telephoto mosaic of the human community hour by hour, but its technology is also a mosaic of all the technologies of the community.

– even in its selection of newsworthy, the press prefers those persons who have already been accorded some notoriety of existence in movies, radio, TV, and drama.

– the owners of media always endeavor to give the public what it wants, because they sense that their power is in the “medium” and not the “message ” or the program.

MCLUHAN INFO AND QUOTES FROM WEBSITE

WIKIPEDIA

– “medium is the message” = new technologies (like alphabets, printing presses, and even speech itself) exert a gravitational effect on cognition, which in turn affects social organization

– “Any hot medium allows of less participation than a cool one, as a lecture makes for less participation than a seminar, and a book for less than a dialogue.”

– Tetrad:     * What does the medium enhance?
* What does the medium make obsolete?
* What does the medium retrieve that had been obsolesced earlier?
* What does the medium flip into when pushed to extremes?

The laws of the tetrad exist simultaneously, not successively or chronologically, and allow the questioner to explore the “grammar and syntax” of the “language” of media. McLuhan departs from his mentor Harold Innis in suggesting that a medium “overheats”, or reverses into an opposing form, when taken to its extreme.[6]

From: http://www.marshallmcluhan.com/

– Only puny secrets need protection. Big discoveries are protected by public
incredulity.

– With telephone and TV it is not so much the message as the sender that is
“sent.”

– We look at the present through a rear-view mirror. We march backwards into
the future.

– Mud sometimes gives the illusion of depth.

– Why is it so easy to acquire the solutions of past problems and so difficult to solve current ones?

– People don’t actually read newspapers. They step into them every morning like a hot bath.

– News, far more than art, is artifact.

– The answers are always inside the problem, not outside.

– Politics offers yesterday’s answers to today’s questions.

– When a thing is current, it creates currency.

– In big industry new ideas are invited to rear their heads so they can be clobbered at once. The idea department of a big firm is a sort of lab for isolating dangerous viruses.

From: http://www.brainyquote.com/quotes/authors/m/marshall_mcluhan.html

– A point of view can be a dangerous luxury when substituted for insight and understanding.

– All media exist to invest our lives with artificial perceptions and arbitrary values.

– As technology advances, it reverses the characteristics of every situation again and again. The age of automation is going to be the age of ‘do it yourself.’

– Everybody experiences far more than he understands. Yet it is experience, rather than understanding, that influences behavior.

– Innumerable confusions and a feeling of despair invariably emerge in periods of great technological and cultural transition.

– Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication.

– The new electronic independence re-creates the world in the image of a global village.

– We drive into the future using only our rearview mirror.

– When producers want to know what the public wants, they graph it as curves. When they want to tell the public what to get, they say it in curves.
****
RETHINKING COMMUNICATION – DERVIN

****
COMMUNICATION, A DIFFERENT KIND OF HORSE RACE – DERVIN

****
http://en.wikipedia.org/wiki/Paradigm_shift#Examples_of_paradigm_shifts_in_complex_systems_and_organizations

****
http://communication.sbs.ohio-state.edu/sense-making/

a paradigm shift could cause one to see the same information in an entirely different way.

The paradigm, in Kuhn’s view, is not simply the current theory, but the entire worldview in which it exists, and all of the implications which come with it.

The paradigm, in Kuhn’s view, is not simply the current theory, but the entire worldview in which it exists, and all of the implications which come with it.

When enough significant anomalies have accrued against a current paradigm, the scientific discipline is thrown into a state of crisis, according to Kuhn. During this crisis, new ideas, perhaps ones previously discarded, are tried. Eventually a new paradigm is formed, which gains its own new followers, and an intellectual “battle” takes place between the followers of the new paradigm and the hold-outs of the old paradigm.

After a given discipline has changed from one paradigm to another, this is called, in Kuhn’s terminology, a scientific revolution or a paradigm shift. It is often this final conclusion, the result of the long process, that is meant when the term paradigm shift is used colloquially: simply the (often radical) change of worldview, without reference to the specificities of Kuhn’s historical argument.

The term “paradigm shift” has found uses in other contexts, representing the notion of a major change in a certain thought-pattern — a radical change in personal beliefs, complex systems or organizations, replacing the former way of thinking or organizing with a radically different way of thinking or organizing:

http://www.meryl.net/2008/01/175-data-and-information-visualization-examples-and-resources/

RETHINKING COMMUNICATION (DERVIN)

– all societies are characterized by both conflict and consensus, and the amount of conflict and consensus varies over time and between and within countries

– a compelling problem for communication research is how and to what extent mass media in developed societies help to turn conflict into consensus

– paradigm is a unit of methodology that is the formal rules of scientific practice and scientific problems that are solved against a background of consensus of what counts as an acceptable explanation, that is what it takes for a scientific problem to be solved.

Deane Neubauer – essay

– the prevailing consensual view of politics and economics developed parallel segmentations of knowledge, action, and consequence within the prevailing social science, which by extension came to form the dominant communication paradigm

– the academic disciplines developed during this period as vehicles for articulating and expressing these large social dynamics

– oversimplifications provided by the empiricist/behaviorist mode and the code of value neutrality that provided political comfort to “social findings”.

– central to this interpretation of american social sciences is its operation as a mask for power

– communicative institutions have gained increasing power to structure the social world through their conceptualizations of daily political and economic events

– these media interpretations become the frameworks through which readers/viewers make sense of their daily experience.

– reference points to judge the seriousness of the issues > the role of mass media/ that it plays in creating useful reference points about issues

– public concern via mass media

– when people interact with news: 1) what are the events of this day? 2) what do the experts say? 3) how does the story effect me? 4) check to see that they have right information 5) make connections by reasoning, elaborating on existing info, and making decisions or new ideas – new ideas, ways of thinking, how it develops a new opinion

– targets sensory awareness, short-term memory, and long-term memory

– information needs include what they are doing, nature of the problem or issue, and how the situation can be improved

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One comment

  1. Fine takeaways from Digital McLuhan – best of luck with your research.



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