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Flashcards in lesson iii Deck (13):

milestones in media evolution

tribal age
literacy age
print age
electronic age
information age
infrastructure age


Involvement of cyberspace
Can be controlled using the internet
System runs digitally

Infrastructure Age


explains that the culture and society shapes technology.

Cultural Determinism-(Winston,1986)


are those with high-level user interactivity, where the experience is more dynamic and the audience is more involves. Example: Video games

Cold Media-


the evolution of communication

first written word
movable type
mass publication


Where the sense of sight is dominant
Invention of Alphabet , allowing humans to learn to read

Literacy Age


Explain “The Medium is the Message”.-by Marshall McLuhan

The medium influences how the message is perceived.


refer to forms requiring little involvement from the audience and examples include film and television.

Hot media –


Hearing was predominant and most valuable sense of reception
People discovered fire, developed paper from plants, and forged weapons and tools with stone, bronze, copper and iron

Tribal Age


Era of media experience of 21st century
Also known as digital or new media
Human history greatly relied on the use of computers
The Internet paved the way for faster communication and the creation of the social network.

Information Age


believed that society is driven by changes in media and communication technology.

Technological determinism (Mcluhan,2007)


Age of sound and tactile sense of reception
In this age, long distance communication became more efficient.
The invention of the transistor ushered in the electronic age. People harnessed the power of transistors that led to the transistor radio, electronic circuits, and the early computers.

Example: smartphone

Electronic Age


Mass publication/Mass producing written texts
People used the power of steam, developed machine tools, established iron production, and the manufacturing of various products (including books through the printing press).

Print age