User:Ywan1031/Medium theory

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Media theory is a concept that the type of media used to communicate with the user is as important as the content presented by the media itself. Medium theory operates on two levels: the micro and macro levels. This theory focuses on the impact of communication technology on information exchange. The idea of technological determinism and the controversy over the idea are related to medium theory.

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Key Tenets

Medium theory studies how communication media patterns affect the information they want to convey. It emphasizes the influences and implications of digital technology. Media theory also discusses various forms of intermediary communication and "non intermediary" face-to-face interaction.

Micro and Macro Medium Theory

On the micro level, the key issue is how the media selected by individuals or groups for specific purposes affect specific situations or interactions. On the macro level, the main focus is on how adding a new media to the existing media matrix may change social interaction, thinking mode, social role, social system and social structure.

Technological determinism

The theory of technological determinism holds that the technology of a society determines the development of its social structure and cultural value. According to this theory, social progress is driven by technological innovation. Medium theory embodies the idea of technological determinism and focuses on the impact of communication technology on information exchange.

Two theorists

Joshua Meyrowitz coined the term "medium theory" in 1985 focusing on the devices or channels that transmit data beyond the data itself.

Neil Postman focuses on media technology and education and criticizes mass communication such as television.

Related Research

Meyrowitz gave a speech "Morphing McLuhan: Medium Theory for a New Millennium" at the Second Annual Convention of the Media Ecology Association in June, 2001. He reinterpreted McLuhan and his theory in the context of the 21st century. Meyrowitz not only affirmed the great value of McLuhan's medium theory, but also analyzed the limitations of this theoretical framework.

Ronda Oosterhoff's article "Meyrowitz, McLuhan, Medium Theory and Me" introduced an overview of medium theory and its major theorists. Based on his experience in teaching medium theory in his communication class, Oosterhoff concluded that possessing a multimedia perspective is essential and learning medium theory helps his students achieve the intellectual-practical balance.

Thomas Hauer explained the establishment of the direction of technological determinism in the early 20th century in his article "Technological determinism and new media". He also argued that new media is fundamentally changing the society and people's way of life.

Critical Reflection on Medium Theory

Some critics believe that media theory is a simplified and mechanized form of "technological determinism". Other critical reflection on medium theory is that medium theory tends to pay less attention to how the significant differences between cultures influence the use of media in different societies.