Media

NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

Media.


“Both a prisoner and a product of academic life, McLuhan broke out because he recognized the toxic effects of media long before media became the air we all breathe. And he did it before there was any genuine understanding of how

human beings process mediated information.”

Nicholas Carr, New York Times, reviewing “You Know Nothing of My Work!” by Douglas Coupland



“We are not just extending human agency through a new linguistic or communications system. We are replicating the very function of cognition

through external, extra-human mechanisms. These tools are not mere extensions of the will of some individual or group, but tools that have the ability to think and

operate other components in the neural network—namely, us.”

Rushkoff, Douglas; Leland Purvis (2010-11-01). Program or Be Programmed



“A medium is technology that enables communication…”

Lisa Gitleman via Convergence Culture (2006) Jenkins



“A medium is a set of social and cultural practices that have grown

up around technology…” Lisa Gitleman via Convergence Culture (2006) Jenkins





Technology

Cultural Practices

Medium


2005 2009 2011

The Evolution of Facebook’s Profile Page via TechSmashed





Technology Culture MediaMore Accessible NetworkedBuilding Blocks

Network of:BeliefsBehaviorsConventions

Digital AgePersonalConnectedDistributed






PAID | EARNED | OWNED


56%47%

41%

13% 12% 11%

23% 18% 18%

PAID | EARNED | OWNED

Trust by media type. Source: Forrester

[Newspaper, Magazine, TV] [WOM, Reviews, Seeing other people] [opt-in email, brand website, in-store]


via Brand Programming


via Brand Programming







thank you

Education

Media