What is Medium?
«In the communication process, medium in a channel of the system of communication»
Richard Nordquist
This actually means that communication can appear in different mediums such as television but the medium means how we deliver our message.
This is, in fact, a means of analysis in which it is possible to determine in what ways the media influence the content and their differences in the communication space. Thus, the theory focuses on the integrity of each medium, paying attention to its preferences such as physical, social, and psychodogic. In such cases, theorists are drawn to the study of differences in media, such as radio and television, or printed media and electronic media.
Marshall MsLuhan (1911-1980)
He is a great philosopher in the field of communications. he was a lifelong Canadian professor and educated at the Toronto School of Communication. He was also known for his work in the media in the field of communications. And McLuhan adhered to the idea that “The medium is the message.” Again, this means that it is the media, not its content, that matters. Because it is social networks that change the perception of the information presented. According to the philosopher, various media require McLuhan to believe that people should observe not only the media themselves, but also “how each new media destroys traditions and changes social life.”
Manifestation of theory in the present tense
Nowadays people use social networks for the most part. This is one of the most common forms at the moment. Examples are Instagram, TikTok, Facebook, etc. And it is advertising on social networks that is how we communicate with the audience.
Television is used in communications through it, people also engage the audience where they use advertising integration and so on.
Also Product Placement, where people insert minor advertisements into movies or TV series. For example, when we watch a movie, we can notice a certain brand that was specially inserted or a dialogue where a company is discussed.
Reference list
Durham and Gigi, M. (2006) Media and culture studies: keyworks. Wiley-Blackwell, Available from: Reader
Laughey, D (2007) Key Themes in Media Theory, McGraw-Hill Education, Maidenhead. Available from: ProQuest Ebook Central. detail.action
