Social media reaches a maximum audience, while traditional media’s audience is generally more targeted. Social media is versatile (you can make changes once published), whereas traditional media, once published, is set in stone. Social media is immediate, while traditional can be delayed due to press times

Traditional media allows businesses to target a broad target audience through billboards, print advertising, television commercials, and more. In comparison, new media allows companies to target a narrow target audience through social media, paid online ads, and search results.

MARSHALL MCLUHAN

Perhaps McLuhan’s best known and most commonly studied theory is that of “hot” and “cool” media. In the context of this theory, the terms “hot” and “cool” refer to the degree of interaction between the user, reader, or interpreter of the medium (audience participation). Hot media includes film, print media, radio, photographs, and even the phonetic alphabet, all of which possess a certain “rigidity” (for lack of a better word) in the sense that viewers have to interact with the medium less and do not have to derive their own meaning from it to the same extent that they would with cool media (McLuhan 23). For instance, when an audience is shown a film or a photograph, they passively experience what is being presented to them; hardly any action is required at all as they can experience the medium in full without interacting with it on a deeper level. McLuhan states in Understanding Media, “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 dialogue…our own time is crowded with examples of the principle that the hot form excludes, and the cool one includes (23). Therefore, hot media can be thought of as any medium in which the audience plays a passive (or, at least, not very active) role, exercising little control over the information that is being consumed.

a big advantage of new media compared to old media that links with (Norbert Wiener) ‘feedback loop theory’

Alex Krotoski is another good theorist to quote in your exam!

What is the network effect? (Theodore Vail)

Summary:how many people use it = the better it is

Can you remember what ‘feedback loop theory’? (Norbert Wiener)

developed in ww2. constant loop of information of action and reaction to be able to predict what happens next. collecting past information to use for future predictions.

What is the Dunbar number? (Robin Dunbar)

its the number of social interactions one person can have with the maximum number being 150 but we really only interact with 5 or 6 on a daily bases

Q:Who really benefits from a digitally networked society? Big business or individuals? Refer to ‘loop theory’ and the ‘Dunbar number’

in my opinion I think that conglomerates benefit more than individuals when referring to the loop theory. Using teen vogue which is a website that giving out in a sense “free information” but is actually uses Norbert Wiener loop theory to get something more valuable then money but individuals data. meaning there actions and patterns of buying habits and interests. by collection this type of data teen vogue can sell that very valuable information to other marketing companies to help them target audiences better by knowing those habits and interests.

Q: How does big business benefit? What commodity do they trade in? Answer: predictive human behaviour. Write out an answer in your own words.