Marshall McLuhan: The Medium is the Message – a good theorist to quote in your exam.
“Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication” (p. 8: 1967)
For many the role of technology is actually the most defining aspect of Media, for example Marshall McLuhan proposed in 1964 that the Medium was the message, or as he deliberately titled his book ‘The Media is the Massage’.In other words, the medium (the technology) is more significant than anything else in determining meaning ie over companies, organisations, governments, individuals, representations, texts etc etc
Technological determinism – your biology and society is predetermined by the medium at which you are receiving the message
> digital audio recorders / digital microphones > digital cameras > DTP / Photoshop / Adobe ie software editing packages > Blog / web applications > computers > word processor > tablets (drawing / design) > data profiling >robots
> the internet > social media > broadcasts (statellite or terrestrial) > hosting sites > Youtube > email > website > wifi > IP address > VPN > GPS > firewalls
> phones > televisions > i-pads / laptops / computers > DAB’s ie digital radio > air-pods > Youtube > cinema > app > USB’s > digital implant > Internet of things (IoT) > digital billboards / digital displays >virtual reality >wearable technology e.g. apple watch
> digital audio recorders / digital microphones > digital cameras > DTP / Photoshop / Adobe ie software editing packages > Blog / web applications > computers > word processor > tablets (drawing / design) > data profiling > web authoring > graphic design >
> the internet > social media > broadcasts (statellite or terrestrial) > hosting sites > Youtube > email > website > wifi > IP address > VPN > GPS > firewalls
> phones > televisions > i-pads / laptops / computers > DAB’s ie digital radio > air-pods > Youtube > cinema > app > USB’s > digital implant > Internet of things (IoT) > digital billboards / digital displays
Young female audiences more interested in more superficial issues – I believe that my chosen post supports this because fashion isn’t a political or cultural matter of any importance, it focuses on the reactionary issue about what you should wear to a festival.
Cultural issues – ‘ We didn’t want to be cliche (i.e., denim cut offs or crochet dresses) or offensive (i.e., all the cultural appropriation that happens at Coachella), which was actually pretty easy to accomplish.’ Not only do they discuss fashion they tried to incorporate radical issues such as cultural appropriate outfits. They try to inform girls on how to stay away from offensive outfits.
“The medium is the message” is a phrase coined by the Canadian philosopher Marshall McLuhan and introduced in McLuhan’s book Understanding Media: The Extensions of Man, published in 1964. McLuhan proposes that a medium itself, not the content it carries, should be the focus of study.
In his study McLuhan says that people change and adapt to the technology that’s around them, meaning that people around before 1440 when the printing press was introduced were more adapted to the auditory surroundings. This means that people currently are more focused on the most popular medium, that being a screen within our devices
wrote the book: understanding media- extensions of man
“its marrying of the political with fashion and lifestyle” – my story is based around beauty and celebrity lifestyle, not politics. This confirms the fact that this is magazine was first based around fashion and beauty but evolved to be about politics.
“target a young female audience” – this story does target female audiences as its relates to beauty, however, boys too can be interested in makeup which is why this could be considered a radical text.
“other magazines (online) are struggling to maintain audiences” – This now an online magazine (since 2017). The story has multiple references to the online world like Selena’s “new album Rare”, ” The Tonight Show” tv program and “I Dream of Jeannie” another program.
“explicit feminist stance” – A woman wrote this article, in which she compliments Selena multiple times like “The star looked stunning.” This could be an example of women empowering women which can be considered a good feminist act.
