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Understanding New Media and Its Impact on Society: A Four-Step Approach

In this engaging lecture, Dr. Mike Dorsher explores the evolving relationship between new and old media, highlighting Marshall McLuhan's influential theories. By examining media's four key functions—retrieval, extension, obsolescence, and reversal—Dorsher offers insights into how contemporary platforms like Digital Video Recorders (DVRs) impact our daily lives. This session aims to rescue McLuhan's "Laws of Media" from obscurity and apply them to today's rapidly changing media landscape, revealing their implications for society and personal experiences.

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Understanding New Media and Its Impact on Society: A Four-Step Approach

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Presentation Transcript

  1. Understanding New Media And Old in Four Fun Steps Mike Dorsher, Ph.D. Assistant Professor Department of Communication and Journalism University of Wisconsin-Eau Claire

  2. Origins • Marshall McLuhan, 1911-1980 • “The medium is the message” 1964 • “The medium is the massage” 1967 • “Laws of Media: The New Science” 1988 • Finished by his son, Eric McLuhan • An airplane, ultimately, becomes … • a projectile

  3. All media, simultaneously: • Retrieve some facets of older media • Extend some sense or organ of the user • Obsolesce, or close, another sense • Reverse into some unintended form • When pushed near their limits

  4. e.g., a Xerox copy machine:

  5. My research goals • Rescue the “Laws of Media” from obscurity • Apply them to new media born since 1988 • Reveal how media already distort our lives • Forecast how today’s new media will mature -- and ultimately what they will morph into

  6. Digital Video Recorders retrieve: • Computers • DVDs • VCRs • Cable TV • The Internet • Cybernetics; i.e., constant correcting feedback

  7. DVRs extend or enhance: • Time shifting • Commercial skipping • Live sports telecasts • Dataveillance • Online marketing • Online shopping

  8. DVRs obsolesce: • VCRs • Catalog shopping • Commercials • Producer-created special effects • Watching sports live • Viewers’ home privacy

  9. DVRs reverse into: • Nonlinear media • Commercials with program breaks • Video jukeboxes • Gesellschaft • i.e., uncommon ground

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