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Critical Media Studies: An Introduction (2nd edition)
Study Guide (Chapter 13)
13. Ecological Analysis
Medium Theory: An Overview
Medium theory
Paradigm shifts
Premises
Fixed Features
Environment
Consciousness
Medium Theorists
Harold Innis
Empire
Time-biased vs. Space-biased
Marshall McLuhan
Hot vs. Cool Media
Visual vs. Acoustic Space
Laws of Media
Extension
Closure
Retrieval
Reversal
Walter J. Ong
Orality & Literacy
Additive rather than subordinative
Aggregative rather than analytic
Redundant or “copious”
Conservative or traditionalist
Close to the human lifeworld
Agonistically toned
Empathic and participatory rather than objectively distanced
Homeostatic
Situational rather than abstract
Third Wave Media
Characteristics:
Digitality
Variability
Interactivity
Connectivity
Virtuality
Logics/Consciousness:
Associational
Contingent
Prosumptive
Affective
