Three Metaphors

  • Media as conduit (textual analysis)
      • A container for different types of media content
  • Media as languages (affordances)
      • Eg. TV has its own ‘language’ and way of story telling which is different to other mediums
  • Media as environments (medium analysis)
      • What are the characterises of each type of medium regardless of the content
      • Social, political and economic factors regarding different mediums

“The medium is the message” and “the new electronic independence recreates the world in the image of a global village.” – Marshall Mccluhan