Extending Marshall McLuhan – Second Edition
Part III. The Analysis of New Media Not Dealt With in Understanding Media
← 272 | 273 →
The Analysis of New Media Not Dealt With in Understanding Media
In Part III we turn to the new media that emerged after 1964 that McLuhan never had a chance to treat in UM and repeat our analysis for these newer media, many of which are the digital media that we have defined as “new media.” We devote a chapter to each of these new media. We also identify and analyze the enabling technologies that made the “new media” possible in Chapter 51. The numbering of the chapters in Part III we use continues from where we left off at Chapter 33 in Part II. The ordering attempts to treat related media together and to follow a more or less chronological order.
Are the Mass Media Abating in Influence?
At the start of the twenty-first century, it seems that mass communication is giving ground to a many-to-many model of communication, implemented via the Internet, which rolls together the point-to-point model of the telephone with the one-to-many model of print and broadcast. (Lewis, 2003, p. 95) ← 273 | 274 →
This does not mean that mass media will disappear but rather that they no longer dominate or monopolize the way in which entertainment and information is disseminated and accessed. Just as the spoken word did not disappear with writing but rather its role changed so it will be with mass media. They will still play a major...
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