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Bullet","Limited Effect","Social Responsibility","Spiral of Silence","Cognitive Dissonance","Classical Rhetorical","Gatekeeping","Media Dependency","Knowledge Gap","Mechanical Bride","Global Village","Understanding Media","Social Fabric","Human Futures",[12183,12184,12186,12185,12187,12188,12189,12190,12191,12198,12199,12200,12201,12202,12203,12204,12205,12206,12207,12208,12209],"Use and Gratification","Modernization","Argumentation","Soviet Media","Libertarian","Authoritarian","Framing","Agenda Setting","Cultivation","Hypodermic Needle","Emojis and Tweets","Infinite Scroll",[12211,12212,12213,12214,12215,12216,12217,12218,12219,12220,12106,12221,12222,12223],"The Medium is the massage","I don’t necessarily agree with everything that I say","There are no passengers on spaceship earth. We are all crew","Many a good argument is ruined by some fool who knows what he is talking about","Once you see the boundaries of your environment, they are no longer the boundaries of your environment","First we build the tools, then they build us","Our technology forces us to live mythically","All media are extensions of some human faculty-psychic or physical","If we gift them with a past, we create a cushion or a pillow for their emotions, and consequently, we can control them better","Real knowledge is to know the extent of one’s ignorance","A guy who make a new chair doesn’t owe money to everyone who ever built a chair","The alphabet is an aggressive and militant absorber and transformer of cultures","Art is anything you can get away with",[12225,12226],"In a culture like ours, long accustomed to splitting and dividing all things as a\nmeans of control, it is sometimes a bit of a shock to be reminded that, in operational and practical fact, the medium is the message. This is merely to say that the\npersonal and social consequences of any medium—that is, of any extension of ourselves—result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology. Thus, with automation, for example,\nthe new patterns of human association tend to eliminate jobs it is true. That is the\nnegative result. Positively, automation creates roles for people, which is to say\ndepth of involvement in their work and human association that our preceding mechanical technology had destroyed. Many people would be disposed to say that it\nwas not the machine, but what one did with the machine, that was its meaning or\nmessage. In terms of the ways in which the machine altered our relations to one\nanother and to ourselves, it mattered not in the least whether it turned out cornflakes or Cadillacs. The restructuring of human work and association was shaped\nby the technique of fragmentation that is the essence of machine technology. The\nessence of automation technology is the opposite. It is integral and decentralist in\ndepth, just as the machine was fragmentary, centralist, and superficial in its patterning of human relationships.\nThe instance of the electric light may prove illuminating in this connection.\nThe electric light is pure information. It is a medium without a message, as it were,\nunless it is used to spell out some verbal ad or name. This fact, characteristic of all\nmedia, means that the “content” of any medium is always another medium. The\ncontent of writing is speech, just as the written word is the content of print, and\nprint is the content of the telegraph. If it is asked, “What is the content of speech?,”\nit is necessary to say, “It is an actual process of thought, which is in itself nonverbal.” An abstract painting represents direct manifestation of creative thought processes as they might appear in computer designs. What we are considering here,\nhowever, are the psychic and social consequences of the designs or patterns as they\namplify or accelerate existing processes. For the “message” of any medium or\ntechnology is the change of scale or pace or pattern that it introduces into human\naffairs. The railway did not introduce movement or transportation or wheel or road\ninto human society, but it accelerated and enlarged the scale of previous human\nfunctions, creating totally new kinds of cities and new kinds of work and leisure.\nThis happened whether the railway functioned in a tropical or a northern environ-\n2\nment, and is quite independent of the freight or content of the railway medium. The\nairplane, on the other hand, by accelerating the rate of transportation, tends to dissolve the railway form of city, politics, and association, quite independently of\nwhat the airplane is used for.\nLet us return to the electric light. Whether the light is being used for brain surgery or night baseball is a matter of indifference. It could be argued that these activities are in some way the “content” of the electric light, since they could not exist without the electric light. This fact merely underlines the point that “the medium is the message” because it is the medium that shapes and controls the scale\nand form of human association and action. The content or uses of such media are\nas diverse as they are ineffectual in shaping the form of human association. Indeed,\nit is only too typical that the “content” of any medium blinds us to the character of\nthe medium. It is only today that industries have become aware of the various\nkinds of business in which they are engaged. When IBM discovered that it was not\nin the business of making office equipment or business machines, but that it was in\nthe business of processing information, then it began to navigate with clear vision.\nThe General Electric Company makes a considerable portion of its profits from\nelectric light bulbs and lighting systems. It has not yet discovered that, quite as\nmuch as A.T.&T., it is in the business of moving information.\nThe electric light escapes attention as a communication medium just because it\nhas no “content.” And this makes it an invaluable instance of how people fail to\nstudy media at all.\nFor it is not till the electric light is used to spell out some brand name that it is\nnoticed as a medium. Then it is not the light but the “content” (or what is really\nanother medium) that is noticed. The message of the electric light is like the message of electric power in industry, totally radical, pervasive, and decentralized. For\nelectric light and power are separate from their uses, yet they eliminate time and\nspace factors in human association exactly as do radio, telegraph, telephone, and\nTV, creating involvement in depth.\nA fairly complete handbook for studying the extensions of man could be made\nup from selections from Shakespeare. Some might quibble about whether or not he\nwas referring to TV in these familiar lines from Romeo and Juliet:\nBut soft! what light through yonder window breaks?\nIt speaks, and yet says nothing.\nIn Othello, which, as much as King Lear, is concerned with the torment of people\ntransformed by illusions, there are these lines that bespeak Shakespeare’s intuition\nof the transforming powers of new media:\nIs there not charms\nBy which the property of youth and maidhood\nMay be abus’d? Have you not read Roderigo,\nOf some such thing?\nIn Shakespeare’s Troilus and Cressida, which is almost completely devoted to\nboth a psychic and social study of communication, Shakespeare states his awareness that true social and political navigation depend upon anticipating the consequences of innovation:\nThe providence that’s in a watchful state\nKnows almost every grain of Plutus’ gold,\nFinds bottom in the uncomprehensive deeps,\nKeeps place with thought, and almost like the gods\nDoes thoughts unveil in their dumb cradles.\nThe increasing awareness of the action of media, quite independently of their\n“content” or programming, was indicated in the annoyed and anonymous stanza:\nIn modern thought, (if not in fact)\nNothing is that doesn’t act,\nSo that is reckoned wisdom which\nDescribes the scratch but not the itch.\nThe same kind of total, configurational awareness that reveals why the medium is socially the message has occurred in the most recent and radical medical\ntheories. In his Stress of Life, Hans Selye tells of the dismay of a research\nco11eague on hearing of Selye’s theory:\nWhen he saw me thus launched on yet another enraptured description of\nwhat I had observed in animals treated with this or that impure, toxic material, he looked at me with desperately sad eyes and said in obvious despair:\n“But Selye try to realize what you are doing before it is too late! You have\nnow decided to spend your entire life studying the pharmacology of dirt!”\n(Hans Selye, The Stress of Life)\nAs Selye deals with the total environmental situation in his “stress” theory of\ndisease, so the latest approach to media study considers not only the “content” but\nthe medium and the cultural matrix within which the particular medium operates.\nThe older unawareness of the psychic and social effects of media can be illustrated\nfrom almost any of the conventional pronouncements.\nIn accepting an honorary degree from the University of Notre Dame a few\nyears ago, General David Sarnoff made this statement: “We are too prone to make\ntechnological instruments the scapegoats for the sins of those who wield them. The\nproducts of modern science are not in themselves good or bad; it is the way they\nare used that determines their value.” That is the voice of the current somnambulism. Suppose we were to say, “Apple pie is in itself neither good nor bad; it is the\nway it is used that determines its value.” Or, “The smallpox virus is in itself neither\ngood nor bad; it is the way it is used that determines its value.”","Mass Media and Its Messages Learning Objectives Explain the different ways mass media affects culture. Analyze cultural messages that the media send. Explain the ways new media have affected culture.When media consumers think of media messages, they may think of televised public service announcements or political advertisements. These obvious examples provide a venue for the transfer of a message through a medium, whether that message is a plea for fire safety or the statement of a political position. But what about more abstract political advertisements that simply show the logo of a candidate and a few simple words? Media messages can range from overt statements to vague expressions of cultural values.Disagreements over the content of media messages certainly exist. Consider the common allegations of political bias against various news organizations. Accusations of hidden messages or agenda-driven content have always been an issue in the media, but as the presence of media grows, the debate concerning media messages increases. This dialogue is an important one; after all, mass media have long been used to persuade. Many modern persuasive techniques stem from the use of media as a propaganda tool. The role of propaganda and persuasion in the mass media is a good place to start when considering various types of media effects.Propaganda and Persuasion Encyclopedia Britannica defines propaganda simply as the “manipulation of information to influence public opinion (Britannica Concise Encyclopedia).” This definition works well for this discussion because the study and use of propaganda has had an enormous influence on the role of persuasion in modern mass media. In his book The Creation of the Media, Paul Starr argues that the United States, as a liberal democracy, has favored employing an independent press as a public guardian, thus putting the media in an inherently political position (Starr, 2004). The United States—in contrast to other nations where media are held in check—has encouraged an independent commercial press and thus given the powers of propaganda and persuasion to the public (Starr, 2004). Like any type of communication, propaganda is not inherently good or bad. Whether propaganda has a positive or negative effect on society and culture depends on the motivations of those who use it. People promoting movements as wide-ranging as Christianity, the American Revolution, and the communist revolutions of the 20th century have all used propaganda to disseminate their messages (Jowett & O’Donnell, 2006). Newspapers and pamphlets that glorified the sacrifices at Lexington and Concord and trumpeted the victories of George Washington’s army greatly aided the American Revolution. For example, Benjamin Franklin’s famous illustration of a severed snake with the caption “Join or Die” serves as an early testament to the power and use of print propaganda (Jowett & O’Donnell, 2006). As you will learn in Chapter 4 “Newspapers”, the penny press made newspapers accessible to a mass audience and became a force for social cohesion during the 1830s (Jowett & O’Donnell, 2006). Magazines adopted a similar format later in the 19th century, and print media’s political and social power rose. In an infamous example of the new power of print media, some newspapers encouraged the Spanish-American War of 1898 by fabricating stories of Spanish atrocities and sabotage (Jowett & O’Donnell, 2006). For example, after the USS Maine sunk off the coast of Havana, Cuba, some newspapers blamed the Spanish—even though there was no evidence—fueling the public’s desire for war with Spain. The present-day, pejorative connotation of propaganda stems from the full utilization of mass media by World War I–era governments to motivate the citizenry of many countries to go to war. Some media outlets characterized the war as a global fight between Anglo civilization and Prussian barbarianism. Although some of those fighting the war had little understanding of the political motivations behind it, wartime propaganda convinced them to enlist (Miller, 2005). As you will read in Chapter 12 “Advertising and Public Relations”, World War I legitimized the advertising profession in the minds of government and corporate leaders because its techniques were useful in patriotic propaganda campaigns. Corporations quickly adapted to this development and created an advertising boom in the 1920s by using World War I propaganda techniques to sell products (Miller, 2005). In modern society, the persuasive power of the mass media is well known. Governments, corporations, nonprofit organizations, and political campaigns rely on both new and old media to create messages and to send them to the general public. The comparatively unregulated nature of U.S. media has made, for better or worse, a society in which the tools of public persuasion are available to everyone.Media and Behavior Although the mass media send messages created specifically for public consumption, they also convey messages that are not properly defined as propaganda or persuasion. Some argue that these messages influence behavior, especially the behavior of young people (Beatty, 2006). Violent, sexual, and compulsive behaviors have been linked to media consumption and thus raise important questions about the effects of media on culture. Violence and the Media On April 20, 1999, students Eric Harris and Dylan Klebold entered their Denver-area high school, Columbine High School, armed with semiautomatic weapons and explosives. Over the next few hours, the pair killed 12 classmates and one faculty member before committing suicide (Lamb, 2008). The tragedy and its aftermath captured national attention, and in the weeks following the Columbine High School shootings, politicians and pundits worked to assign blame. Their targets ranged from the makers of the first-person shooter video game Doom to the Hollywood studios responsible for The Matrix (Brook, 1999). However, in the years since the massacre, research has revealed that the perpetrators were actually attempting a terrorist bombing rather than a first-person shooter style rampage (Toppo, 1999). But did violent video games so desensitize the two teenagers to violence that they could contemplate such a plan? Did movies that glorify violent solutions create a culture that would encourage people to consider such methods? Because modern culture is so immersed in media, the issue becomes a particularly complex one, and it can be difficult to understand the types of effects that violent media produce. A number of studies have verified certain connections between violent video games and violent behavior in young people. For example, studies have found that some young people who play violent video games reported angry thoughts and aggressive feelings immediately after playing. Other studies, such as one conducted by Dr. Chris A. Anderson and others, point to correlations between the amount of time spent playing violent video games and increased incidence of aggression (Anderson, 2003). However, these studies do not prove that video games cause violence. Video game defenders argue that violent people can be drawn to violent games, and they point to lower overall incidence of youth violence in recent years compared to past decades (Adams, 2010). Other researchers admit that individuals prone to violent acts are indeed drawn to violent media; however, they claim that by keeping these individuals in a movie theater or at home, violent media have actually contributed to a reduction in violent social acts (Goodman, 2008). Whether violent media actually cause violence remains unknown, but unquestionably these forms of media send an emotional message to which individuals respond. Media messages are not limited to overt statements; they can also use emotions, such as fear, love, happiness, and depression. These emotional reactions partially account for the intense power of media in our culture.",{"credits":12228,"designers":12231,"description":12233},{"text":12229,"title":12230},"\u003Cp>Designed by Robert Huber (2013–19), released by Lineto in 2020.\u003Cbr>Font engineering and mastering by Alphabet, Berlin.\u003C/p>","Credits",{"text":12232,"title":11893},"\u003Cp>(*1982) completed Fachklasse Grafik in Lucerne in 2006 and received a BA in Graphic Design from ECAL/University of Art and Design Lausanne in 2010. In 2012, he founded his graphic design studio in Lausanne. He has been teaching at ECAL since 2016.\u003C/p>\u003Cp>After securing a number of commissions from the fashion industry, including from Balenciaga, Lancel, Mario Testino+ and Vogue, Robert’s debut typeface LL Moderne was released at Lineto in 2017. His archaic LL Medium, inspired by late 19th-century styles, followed in 2020; and the reverse-engineered geometric companion font to LL Prisma, LL Prisma Text, in 2021. The eccentric sans serifs LL Geigy and LL Geigy Mono were published in October 2023.\u003C/p>\u003Cp>Robert is the winner of two Swiss Design Awards, and his occasional work in book design found recognition in the ‘Most Beautiful Swiss Books’ competition – most recently, \u003Cem>From Concrete to Liquid to Spoken Worlds to the Word\u003C/em>, 2022. Since 2018, he has been living and running his design practice in Zurich.\u003C/p>",{"text":12234,"title":12235},"\u003Cp>LL Medium is a new typeface based on a bold, archaic late-19th century sans serif published by the Bauer & Co. foundry in South Germany in the early 1880s, at the time simply named ‘Grotesk’.\u003Cbr>\u003Cbr>A quick and rough single cut of medium weight debuted in the award-winning publication for Bahrain’s contribution to the Venice Architecture Biennial, designed by Jonathan Hares in 2013. Initially called RH Inter, the typeface went through several rounds of testing, trying and refining and has grown to a family of five weights.\u003Cbr>\u003Cbr>Robert was initially working from a rudimentary sample he discovered in a 1894 type specimen book. Much later, he found some striking similarities in a number of American precursors, among them ‘Grotesk Nr.1’, which White & Co. of New York had launched in the 1860s. Thus the font’s background lies in a time of multi-faceted technological innovations and economical developments which eventually brought about the modern type industry, exemplified by the incorporation of Mergenthaler Linotype (1890) and ATF (1892) among others.\u003Cbr>\u003Cbr>The letter-shapes can be located at an intermediate moment when the path to sans serifs had opened, yet the new typefaces were far from the balance and elegant sturdiness which would eventually characterise Akzidenz Grotesk (c.1898), arguably still the most powerful sans serif today. These earlier, radically modern shapes were indeed deemed ‘grotesk’ in a literal sense, as they lacked essential features of traditional type forms and were only just beginning to establish an entirely successful typology of their own.\u003Cbr>\u003Cbr>In a series of subtle alterations, developed and applied over the course of six years, Robert Huber improved the coherence of the letter-shapes within each of the two distinct groups of the upper and lower case alphabets, while improving optical balance and formal coherence throughout all the weights. This process-based and more systematic approach also allowed to newly appreciate the heterogeneous blend of extravagant details contained in the original sample, and to emphasise the many differences between upper and lower case letters.\u003Cbr>\u003Cbr>As a result, LL Medium is remarkably balanced and functional in body copy, even at the smallest of sizes, but holds a decidedly confident presence when used large. It refreshes the memory of a long-gone watershed moment in type history, while achieving a very contemporary refinement of typesetting.\u003C/p>","LL Medium",{"381":12227},{"96":11998},{"71":12181},{"allowRouteUpdates":10,"customRouteHash":41,"consideredRouteHash":41},{"octoSubMenu":41,"isOctoOpen":7,"isOctoHidden":7,"isOctoBlurred":7,"isOctoScrolling":7,"isOctoMenuHidden":7,"isOctoBarOpen":7,"isOctoBarHidden":10,"isOctoBuddyOpen":10,"isOctoPadOpen":7,"isOctoGuiHidden":7,"hasOctoTabs":7,"hasOctoSounds":10,"menuLinks":41,"preventClose":7,"menuDirection":12241,"menuBackRouteName":41,"itemSpacing":41,"fontRatio":41,"animationCounter":41,"hasVisibleItems":7,"visibleSubMenuLines":103,"maxSubMenuLines":103,"scrollableLines":103,"scrollableOffset":103,"currentSubMenuComponent":41,"nextSubMenuComponent":41,"currentBuddyComponent":41,"nextBuddyComponent":41,"octoTabsComponent":41,"octoPadComponent":41,"currentBuddyItems":41,"octoBarGroup":41,"octoBarGroupCount":103,"activeSection":41,"activeSectionLock":103,"searchTerm":41,"searchResults":12242,"isSearchActive":7},"vertical",[]]