Chapters 8 to 33 are an elaborate expansion of McLuhan's idea that content of any media is some other medium and which previous or older medium or technology do they extend. Starting with the content, extension and cascade of the spoken word to the process of automation, the author Logan has explained the complete trail/series of the media including clothing, housing, numbers, money and so many other basic things among other complex things. The idea that really intrigued me is our return to the written form despite having moved over from traditional print format to television for almost half a decade now. The fact that we have switched back to writing, though mostly informal via messages, blogs, e-mails prove that reading/writing is here to stay no matter what new new media we are exposed to in coming times. Basically, pointing out the fact that any new media is going to enhance, obsolesce, retrieve and reverse the old media that we studied in the initial chapters of the book.
The interactive nature of the new new media has turned the new media such as television and radio into an interactive media by converging few of its characteristic features with them. I would like to quote an example of Apple TV. It's a device which when plugged in with the TV helps one to view almost anything thats online on their TV set. There are some paid channels which one can opt for and then there are some free like YouTube. I thus, no longer have to watch a video or a movie trailer on my small screen laptop. It has also made it possible for me to mirror so much other stuff on television using any Apple device. This Apple TV can be called as an extension of traditional TV which in turn is an extension of eye and the ear. The content of Apple TV is internet which in turn is the content of videos, clips, plays, movies and so on.
Another interesting thing discussed is the ads. Logan says, 'Another strategy actually employs using information gathered by TiVo, which is able to provide potential advertisers with the viewing habit of each household and guide them in launching a direct advertising campaign'. I have experienced this trend personally. A couple of months back when I was doing my research on Dunkin' Donuts, I noticed that till almost two weeks after the day I was working on this brand, every time I opened my browser, a Dunkin' ad would pop up. Similar thing happened after I did some online shopping from Banana Republic. There are so many mobile apps that monitor your location and pop up on your mobile screen flashing the message on ongoing sales or discounts in a nearby shop or restaurant.
At times, it makes me feel that nothing that I do on my mobile or laptop is anymore private and confidential. Every bit of information that I surf is secretly spied on by the service providers and the apps. New new media has exposed us to some of the best things today at the cost of losing our privacy though. However, this is relevant here because the old media and the new media helped us retain our privacy. New new media is an extension of old and new media. The things we read, the things we watched, the activities we participated in, the games we played were never out in public the way things are today with the new new media. I wonder over exposure to this interactive media will make us switch back to the passive media to retain our privacy.
The interactive nature of the new new media has turned the new media such as television and radio into an interactive media by converging few of its characteristic features with them. I would like to quote an example of Apple TV. It's a device which when plugged in with the TV helps one to view almost anything thats online on their TV set. There are some paid channels which one can opt for and then there are some free like YouTube. I thus, no longer have to watch a video or a movie trailer on my small screen laptop. It has also made it possible for me to mirror so much other stuff on television using any Apple device. This Apple TV can be called as an extension of traditional TV which in turn is an extension of eye and the ear. The content of Apple TV is internet which in turn is the content of videos, clips, plays, movies and so on.
Another interesting thing discussed is the ads. Logan says, 'Another strategy actually employs using information gathered by TiVo, which is able to provide potential advertisers with the viewing habit of each household and guide them in launching a direct advertising campaign'. I have experienced this trend personally. A couple of months back when I was doing my research on Dunkin' Donuts, I noticed that till almost two weeks after the day I was working on this brand, every time I opened my browser, a Dunkin' ad would pop up. Similar thing happened after I did some online shopping from Banana Republic. There are so many mobile apps that monitor your location and pop up on your mobile screen flashing the message on ongoing sales or discounts in a nearby shop or restaurant.
At times, it makes me feel that nothing that I do on my mobile or laptop is anymore private and confidential. Every bit of information that I surf is secretly spied on by the service providers and the apps. New new media has exposed us to some of the best things today at the cost of losing our privacy though. However, this is relevant here because the old media and the new media helped us retain our privacy. New new media is an extension of old and new media. The things we read, the things we watched, the activities we participated in, the games we played were never out in public the way things are today with the new new media. I wonder over exposure to this interactive media will make us switch back to the passive media to retain our privacy.
Read century instead of decade in line no. 8
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