welcome to u75102 understanding media please pick up a copy of the questionnaire
TRANSCRIPT
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Welcome to U75102Understanding Media
Please pick up a copy of theQuestionnaire.
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Derren Brown: Messiah
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Why is Derren Brown like an average pair of underpants?
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Preface
Objective: Intro. to Media Studies
Media Technologies
Media Examples
Media Theories
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Overview
Strand 1: Approaches to Media: meaning, consume, power
Strand 2: Case Study of the Media: internet + McLuhan
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Assessment
Module Forum (50%),
due Week 6.
Case Study (50%),
due Week 12.
Any Questions?
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The Meanings of ‘Media’
individually write down a definition for the word ‘media’;
in pairs compare your definitions noting any differences and similarities;
in pairs write a new/ different definition.
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The Meanings of ‘Media’
collect an exercise sheet each groups of three, 15 mins
(i) How many different ways is the word ‘media’ used. Make a list and write a rough definition of each.
(ii) Work out what, if anything, all the uses have in common.
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The Meanings of ‘Media’
difficult: differences and similarities
‘media’: many related meanings
no ‘correct’ way to arrange them
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The Meanings of ‘Media’
Etymology: middle example: height (#9)
1. Media as vehicles example: art materials (#3)
2. Media as environments example: air (#8)
Any Questions?
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Strand 1:Media as Vehicles
Meaning Genre Narrative Representation Audiences Power New media in a new world Branding Celebrity
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Strand 2:Media as Environments
1. Media as Environments2. Background to McLuhan3. McLuhan’s Ideas4. How to Read McLuhan5. Why Read McLuhan
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1. Media as Environments
How do different media change the nature of society, culture and individuals?
Introduction to McLuhan…
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2. McLuhan’s Background
Herbert Marshall McLuhan, 1911-1980
Canadian professor of English literature, interested in communication
1960s media celebrity: Beatles, Time, Playboy, Woody Allen
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3. McLuhan’s Ideas
the effects of technology on individuals and society
Understanding Media: The Extensions of Man (1964)
The Medium is the Massage: An Inventory of Effects (1967)
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“The Medium is the Message”
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The Medium as Extension
“All media are extensions of some human faculty – psychic or physical” (McLuhan 1967, p. 26)
wheel, book, clothing, computer (electric circuitry)
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The Medium as Environment
“Any technology or extension of man creates a new environment”(McLuhan 1969, p. 31)
“Any understanding of social and cultural change is impossible without a knowledge of the way media work as environments.” (McLuhan 1967, p. 26)
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Two Examples
Clothing: extension + environment
Television: extension + environment
“The medium is the message”
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4. How to Read McLuhan
multiple viewpoints, no theories
explain > explore
difficult but rewarding
a prompt to thought
Medium is the Massage
Levinson (1999) + Gordon (1997)
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5. Why Read McLuhan?
invented Media Studies
new media
probe approach
style and timing
Any Questions?
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Module Forum
Roman forum modern fora Module Forum ‘Using the Module Forum’…
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Module Forum (p. 14)
don’t use own name email me your online name: [email protected] try out Misc. Seminar first?
10 posts required (not Misc.) fulfil Assessment Criteria…
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Module Forumengage apply interact
anonymous
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Module Forum
“Forum post of the week”
For example…
Question:
What are people's first impressions of McLuhan? Do his ideas sound interesting? Difficult? Odd?
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My first impression was that the real intelligence of McLuhan's ideas were in peeling back the complexity of life and stripping it down to very simple ideas. I would say that he managed to explain complex ideas so simply and that should not be mistaken for pointing out the obvious. Like '123456' I was initially taken aback by the book, finding it an odd read and unsure how to approach it. This changed as I engaged with the book - which is the real uniqueness of McLuhan, very few authors or academics can write in such a way that you have to think about what they write. There is no way of just skimming through his book. You have to apply yourself and make your own mind up. Like 'mim' I really was surprised by how forward-thinking his theories were and how accurate they have proved to be.
Any Questions?
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Why is Derren Brown like an average pair of underpants?
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Because they are both‘mediums’
in the middle
manipulation by medium as vehicles and environments objective: awareness
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The Matrix (1999)
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Before You Leave
return Questionnaire
Before Next Week
Investigate the Handbook via Moodle browse the Website obtain Branston & Stafford read Ch. 1 of B&S on ‘Approaching Media Texts’ register on forum + email Rachel your name