Television Hot & Cold Media

14 important questions on Television Hot & Cold Media

What is hot media according to McLuhan?

Hot media complete senses are needed to engage with the message. High definition (they provide a large amount of information). Because of this they require little participation and supplementation on the part of the media-user. E.g. Radio, film, photo

What is cool media according to McLuhan?

Cool media extended one sense in low definition and requiring high participation. The person exposed to cold media participate to the message in response to perceived gaps in the media content. Television, telephone (conversation) seminars provide little involvement with substantial stimulus, so they require more active participation on the part of the user.

What does McLuhan mean with "the media is the message (massage)?

The way that we send and receive information is more important. Its medium has its own essence, so its impact on society difference than the information itself.
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What does McLuhan think of TV?

Watching TV changed the way we looked at the world

What are the critiques of the Frankfurt School towards TV?

They say TV is a form of culture industries, tv as manipulation. The culture industries had the specific function of providing ideological legitimation of the existing capitalist societies and of integrating individuals into the framework of its social formation.

What is Adorno's (Frankfurt School) view?

Modern films, TV, radio, magazines and now social media seemed for Adorno to be almost designed to keep us distracted, unable to understand ourselves without the will to alter political reality.

What is culture industries according to Frankfurt School?

They coined the term culture industries to call attention to the industrialization and commercialization of culture under capitalist relations of production

Why is McLuhan considered technological determinist?

He says technology is self-generated (technology is autonomous)

What does consumerism entail?

The huge range of consumer goods available in modern capitalism, we naturally suppose that everything we could possible want is available.

What is Marcuse's (Frankfurt School) views on TV?

TV is part of an apparatus of administration and domination in a one-dimensional society

William's critique on McLuhan

Media are part of historical material processes not just economic and political forces, thus most likely changing over time. Williams believes that political and economic goals guided the development of broadcast technology.

William's views on TV, critique against McLuhan

William's views regards television as a particular cultural technology. The invention of tv was no single event or series of events. It depended on a complex of inventions and developments in electricity, telegraphy, photography and motion pictures, and radio, research communities and funding form decision-malign groups

What are William's critiques on FFschool?

The symptomatic technology camp believes that media are used by an order of society to manipulate others to further its own agenda. This position states that if a specific technology such as tv didn't exists, this group would find another way to influence or control other masses.

What cultural impact had TV?

- TV got more individualized, in the past it was more a social thing/family event.
- Educating was more important in the past, today more focused on entertainment.
- In the 1950s more focusing advertisements.
- Soviet Union in 1950s more focusing on propaganda.

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