The technology itself is more significant when having an impact on people – the technology not the content. Mcluhan frequently punned on the word “Message” changing it to “Mass age” and “Mess age”.

New Media VS Old Media –

Endless – New media is endless as, for example, someone could read the eminem article posted on the teenvogue website, they could then visit links in that article, other websites about the issue, images and more. However, with old media, Such as a hard copy – a magazine – it eventually comes to an end.

Personalise – New media can be personalised as, for example, an article from the teenvogue website could be shared on other social networking platforms, images could be used to create other media forms or the information could be used to create a new article. However, old media cannot be personalised as an audio recording, for example, wouldn’t have been able to be manipulated.

Share – New media can be shared world wide via the internet, however old media must be lent/ sent to others.

endless

• old media, for example a book, you read it and once you are finished you leave it.

• new media, for example, phones, you can research more about the content ( you can look at photos, read articles, and look at similar contents.

share

• old media, for example, books, once finished reading it, you can share the book by giving it to someone else to read. This is a way of sharing and promoting media
• new media, for example, phones, you can share media via applications, such as twitter, email, facebook etc.

stream

for old media

for new media, for example, music, you can stream music by listening to it.

endless: for example once you have finished a book its finished you wont be able to read more on that book where as with new media if you read something their can be endless research and post about it.

Share: for example a book old media once finished might be given away where as new media once something is posted multiple people can re post it to others sooner or later that same post may become viral. teen vouge originally was a magazine where as now it has a website/ facebook page

Who is Marshall McLuhan?

• He was born in Edmonton, Alabama on July 21st 1911.
• He died on December 31st 1980 in Toronto, Canada.
• He studied at the University of Manitoba and the University of Cambridge
• McLuhan was a Canadian Philosopher.
• He predicted the World Wide Web 30 years before it was released.
• He also came up with the well known expression, “The Medium is the Message”.

The Medium is the Message

https://en.wikipedia.org/wiki/The_medium_is_the_message

• Marshall McLuhan released a book called “The Medium is the Message”, however, after a typing error, the book was published with the name “The Medium is the Massage.
• However, McLuhan liked the name of the book as it could be determined as “The Medium is the Mass Age”, indicating that the new mass age is an indicator of how we absorb our media.

Marshall McLuhan

Herbert Marshall McLuhan CC was a Canadian philosopher. His work is one of the cornerstones of the study of media theory. Born in Edmonton, Alberta, McLuhan studied at the University of Manitoba and the University of Cambridge.

McLuhan coined the expression “the medium is the message” and the term global village, and predicted the World Wide Web almost 30 years before it was invented. He was a fixture in media discourse in the late 1960s, though his influence began to wane in the early 1970s. In the years after his death, he continued to be a controversial figure in academic circles. With the arrival of the Internet and the World Wide Web, interest was renewed in his work and perspective

• Canadian philosopher
• July 21, 1911 – December 31, 1980
• wen to Cambridge university
• The Medium Is the Massage: An Inventory of Effects, published in 1967 – best seller – nearly 1 million copies sold worldwide

Wrote the Book Media is the Massage (‘Media is the message’)

“Societies have always been shaped more by the nature of the media by which men communicate by the content of the communication” (p. 8: 1967)

Theorised that it is the psychical form in which media presents itself that is the importance and has the lasting effect, not the context itself.

e.g the way in which you position your furniture to fit around and face your TV.

The way in which they way communication is delivered is more important then the content and makes psychical and biological changes to humans and they way er live our lives.

New and Old Media:

With old media such as a novel, you can read and immures yourself in the creative story and share the experience with other by reading it with them/discussing it but ultimately is comes to an end. However, with new media it is endless, there are always way to reconnect, binge and immerse yourself constantly. You can adapt it and personalize it. This relate to Teen Vogue

Key words associated with New Media

Personalise:

• With new media, you can edit things and change things easily and instantly to everyone.
• However, with old media, you couldn’t change things easily, instead the publisher would have to collate all of the media and then distributed the edited version

Conversation:

• With old Media, people used to engage in conversation and talk to each other, which created a very social atmosphere.
• However, now people are glued to their new technology devices and appear to be fairly anti-social.

Endless:

• With old media, things would have an end and you couldn’t do anything else (ie the end of a book)
• However, with new media, people are able to finish something and endlessly find out more information, such as you could finish a book and then find a forum where people are discussing it.

Live:

• With old media, people couldn’t watch an event in real time and instead had to wait until someone had published it, which could be a few hours or days later.
• However, new media allows you to see events live and on demand.