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Marshall McLuhan: "The Medium is the Message"

Terrence Gordon,23 pp., £47.00, ISBN 1-58423-051-7 Marshall McLuhan, one of the most important and influential scholars of the Toronto School astonished the whole world in the 1960s with his media theories- ‘The medium is the message’ and ‘The medium is the extensions of man’.

These two notions were firstly arisen in the book ‘Understanding Media’ (McLuhan, 2001)....

This paper aims to show cinema as a medium of communication by explaining what cinema is, and relating it to different theories by notable authors and philosophers....

A message to my doomed colleagues in the American media

There are many types of media, such as TV, radio, films, newspaper, Internet etc.

Despite the fact that traditionally people think about newspapers and other mass media as products and the audience as consumers but Chomsky points out that audience fit demography and it is this is valuable information that can be used by media. Hence, to the media, the product that the New York Times and such companies bring to them is the audience itself and it is the advertisers that bring the money to the mass media companies, not the audience. Namely, he estimates that “The New York Times is a corporation and sells a product. The product is audiences. They don’t make money when you buy the newspaper… But the audience is the product. You have to sell a product to the market, and the market is, of course, advertisers. Whether it is television or newspapers, or whatever they are selling audiences. Corporations sell audiences to other corporations.” (Chomsky). Taking into considerations these ideas it is possible to presuppose that if the audience is the product then producers can decide what the product will be. In other words they may influence and shape the audience’s ideas, tastes, etc. in such a way influencing human conscious, needs and demands.

This aspect is film, which in other words, is a medium of communication.

The theory is that the medium influences the meaning of its content by becoming part of the message, and instilling its particular values and characteristics through a symbiotic relationship.

An Essay on the Role of Media - Publish Your Article

Media can be very powerful; therefore people are influenced and affected by them....

While EHRs are evolving in a meaningful way in some institutions, the pace of enhancement must accelerate across the board. Health care delivery organizations, organized medicine, payers and other interested parties need to work with EHR vendors to improve their product offerings, which could reduce EHRs burden on physicians.

Executive attention to the issue of burnout in physicians and other health professionals is paramount to make the changes necessary to improve the health care environment. To further this objective, the CEOs of 10 leading health care delivery organizations held a summit meeting at the American Medical Association (AMA) headquarters in Chicago in September 2016. We reviewed the compelling data on the extent of physician burnout and the consequences for health care delivery systems. After reviewing this data and sharing the experiences of our organizations, we unanimously concluded that physician burnout is a pressing issue of national importance for patients and the health care delivery system.

But McLuhan’s idea that the medium proclaiming the “content” is itself the message is a hard one to understand....
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The Medium is the Message essay topics, buy custom …

It should be underlined that mass media probably play the main role in the advertising process since as soon as mass media have become really mass, many companies if not all have used this means of communication to let a large number of people about their products and services.

Essay about "The Medium is the Message" - 1923 …

At the same time, the creation of new needs and demands is absolutely impossible without mass media, which played not the least role in the advertising of products and services as it has already been underlined. Not surprisingly that nowadays many mass media including channels, newspapers, etc. are naturally subsidized with advertising. Probably, that is one of the strongest reasons why advertising remains so influential and practically necessary for mass media themselves. As a result, as the competition has increased, so too has the need for return of massive expenditures on advertising. Industries used to spend millions and now spend billions on advertising in order to get as much consumers as possible or at least more than their competitors. It may be viewed as an evidence of the importance of advertising for the contemporary business that naturally influences the whole society either directly, i.e. the part of society that work in the field of advertising, or indirectly, those who consume advertising as a product. However, such a distinguishing is highly conditional because even those who consume advertising may be under a direct influence of advertising that forces them to buy certain goods or services.

The Medium is the Message Dissertation Essay Help | …

McLuhan feels technology is the cause of the sensual imbalance and therefore represents different patterns in mass culture – this is the message for McLuhan as it is the overall effect that is most important.

The Medium is the Message: Analysis Essay -- media, …

On the other hand, the audience remains to be the consumer. Among those who support this point of view may be named Bagdikian, a prominent media critic, who analyzed in details the pressure on media companies to change content and to shape content based on the demographic of the audiences. According to him, the content of media is not as important as the type of person being targeted by the advertising. He has also an interesting idea that the traditional notion of giving the audience of what they want is a bit misleading because it is rather about targeting those readers or audiences that can afford the products that are advertised and consequently it is more like giving advertisers what they want. So, even from the position treating the audience as a consumer advertising and mass media influence the audiences according to the needs and demands of advertisers. But is also noteworthy that mass media were also influenced by advertising since “the influence of advertising on magazines reached a point where editors began selecting articles not only on the basis of their expected interest for reader but for their influence on advertisements. Serious articles were not the best support for ads” and furthermore, “the next step, seen often in the mid-twentieth century magazines, was commissioning articles solely to attract readers who were good prospects to buy products advertised in the magazine. After that came the magazine phenomenon of the 1970s – creating magazines for an identifiable special audience and selling them to a particular advertiser.” (Bagdikian 2000:138). Thus, there is a trend which demonstrates that advertising influences not only consumers, i.e. the audience, but also mass media themselves. But at the same time the changes of mass media would necessarily influence the audience and in such a way it supports the main thesis that has already been mentioned in the paper that advertising through mass media influences consumers and to a certain extent shape pop culture, or at least is its part.

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