Week 13 - Muted Group

Muted group is defined as “people with little power who have trouble giving voice to their perceptions because they must re-encode their thoughts to make them understood in the public sphere; e.g., women. (Griffin, March 7, 2011, P.461). To my understanding, muted group is a bunch of people who don't have the power to contribute or share their opinion.

As cited by Griffin (March 7, 2011, P. 460) Kramarae stated that “langguage is literally a man-made construction.” This means that women are ignored by the society when they want to speak and share their thoughts. Also, this also assumed that women are a muted group.

However, Ardener (2005) stated that though women are the most obvious muted group but the theory does not really revolve primarily on them. Orbe (1998) also stated that the muted group theory can be applied to other groups which are non-dominant in society such as the homosexual group or any subordinate group that co-exist with a dominant group. To my understanding, this theory can be applied to other groups who are mainly not being heard in society.

For this theory, I will use the picture of a group singer below for my example.

The image above shows a famous group singer Black Eyed Peas performing on stage. In this group, there are three mens are singing with one women. This proof that woman are not entirely considered as muted group. Therefore, woman don't have to be dressed or talked like a man cause there will be other factors that can affect a women's position in society.

In conclusion, Muted group is a group of people who has little power of voicing out their opinions with reason being hardly understood by the society. An example of muted group is women. Griffin in his theory stated that language is man-made thus women's say is usually ignored in every aspect. However, Ardener stated in his theory that women are the most obvious muted group in the society and same goes to other group such as Homosexuals.  

References:

Griffin, Emory A (March 7, 2011) Muted Group Theory of Cheris Kramarae: A First Look at COMMUNICATION THEORY (8th ed.), New York, America: MCGRAW-HILL.

Ardener, S., (2005) Muted Group Theory Excerpts. Women and Language, Vol. 28, No. 2, Pg. 50-54.

Orbe, M. P. (1998). Constructing co-cultural theory:An explication of culture, power, and communication. Thousand Oaks, CA: Sage Publication, Inc.

Week 12 - Genderlect Theory

Griffin (March 7, p. 436) defines Genderlect as “a term suggesting that masculine and feminine styles of discourse are best viewed as two distinct cultural dialects. According to Ruiz (2003) Genderlect theory is a study of two separate communication between men and women which non of this gender are the leader or superior among them.

To my understanding Genderlect theory is the study of communication style in different gender where women are more into connections in terms of intimacy in relationship and men are more to competitive relationship, independence, status, achievement, etc. This leads to misunderstanding which is “cross-cultural” between gender. This theory claims that, men sees how they can change the world on their own ideas and women only concerns on how to make connection.

For this post, I'll be using Knight and Day as my example:

Knight and Day follows the adventures of Roy Miller (Tom Cruise), a spy on the run, and June Haven (Cameron Diaz), a car restorer. We see Miller watching Havens, and he bumps into her a couple of times as they go through security at Wichita Airport. Havens is making her way back home to Boston from Wichita after picking up spare parts for her deceased father's classic GTO car, which she is restoring for her sister as a wedding gift. Even though she has a confirmed reservation for her flight, she is told at the gate that it is overbooked. Miller is able to board, whispers to her that she is better off taking the next flight. Unbeknownst to Havens, FBI Special Agent Fitzgerald (Peter Saarsgard) is monitoring Miller's movements and, believing she is working with Miller, puts her back on the flight list.

According to Tannen, men and women are from different “culture”. This is the reasons why they cannot understand among themselves in terms of what they do or say. They have way of communicating style cause they are from different culture. (March 7, 2011, P.436).To apply this on my example, in the car scene after Roy kidnaped June, he and she were having crisis as Roy warned her to not go on board when they are at Wichita Airport. However, June do not get the point cause Roy only said "something happened for a reason"

Griffin (March 7, 2011, P.439) stated Rapport Talk defined as "the typical conversational style of women, which seeks to establish a connection with others.". This means that women tend to focus more into connection while men focus on their status. In the movie, this can apply during June having a conversation with his ex-boyfriend to tell story regarding the plane crash and Roy who kill everyone in the airplane.

Griffin (March 7, 2011, P.439) also stated Report talk as "the typical monologic style of men, which seeks to command attention, convey information, and win arguments." This means men tends to avoid less talk in a public situation while in a private conversation, men tends to talk more to women, especially when passionate about something. In the movie, this can be applies when Roy telling June that her life would be in grave danger if she do not want to follow him.

As cited by Griffin (March 7, 2011), Tannen noted the fact that men tell more stories than women - especially jokes. Telling jokes is a masculine way to negotiate status. (P. 439). For example, When Roy and June having conversation on the airplane. June was impress with Roy story in telling her his adventurous plan.

Griffin (March 7, 2011, P. 439) cited that Tannen referred the uses of questions in men and women. Men and women used question in different approaches. For example, men did not ask questions in looking for directions when lost. They would prefer to find it on their own without asking for help and women will ask someone for help. In the movie, June asking for help after she felt Roy betrayed the FBI agency after she find out that Roy has contact with terrorist.

Conflicts as Tannen stated is how men and women handled an issue. To men, it is a contest and feels comfortable with it and initiates the conflict. To women, it is viewed as a threat to connection and need to be avoided. (Griffin, March 7, 2011, p. 441). By referring to the movie, the conflict can be seen when June was mad due to Roy change her cloths into bikini attire when she's not awake.

In conclusion, Genderlect is a term that suggested men and women are from two different cultures. This term studies the communication differences between these two genders. Both gender has different preferences according to few issues such as how they see a relationship, how they make connections over things, and so on. Few theories regarding genderlect from Tannen and Griffin suggested that, because both genders sees things differently, conflict happens all the time leading to misunderstanding and cross-culture.  

References:

Griffin, Emory A (March 7, 2011). Genderlect Styles Theory of Deborah Tannen : A First Look at COMMUNICATION THEORY (8th ed.), New York, America: MCGRAW-HILL.

Ruiz, S., J., (2003) Género, Lenguaje Y Traducción. University of Valencia.

Week 11 - Uncertainty Reduction Theory

West & Turner (2010) stated Uncertainty theory is when individuals meet for the first time without knowing each other which their concern would be to reduce their uncertainties due to the fact both of them feel uncomfortable knowing little among themselves. (West & Turner, 2010). To my understanding, this theory is study of relationship between individuals whom just meet for the first time. Charles (1982, p.56) states that Reducing feelings of uncertainty in the interaction is the process to understand another person so the individuals would increasingly feel confident and secure with each other. (P.56)

As cited by Griffin (March 7, 2011), Berger proposed a series of axioms to explain the connection between his central concept of uncertainty and eight key variables of relationship development: verbal communication, nonverbal warmth, information seeking, self-disclosure, reciprocity, similarity, liking and shared networks. Axioms are traditionally regarded as self-evident truths that require no additional proof. Berger's eight truths about initial uncertainty. (Griffin. E. A, March 7, 2011, p. 127-128) are as follows:

Axioms 1, Verbal Communication: As the level amount of verbal communication between strangers increases, the level of uncertainty for each interactant in the relationship will decrease.

Axioms 2, Nonverbal Warmth: As nonverbal affliative expressiveness increases, uncertainty levels will decrease. Decreases in uncertainty level will cause increase in nonverbal affliative expressiveness.

Axiom 3, Information Seeking: High levels of uncertainty cause increases in information-seeking behaviour. As uncertainty levels decline, information seeking behaviour decreases.

Axiom 4, Self-disclosure: High levels of uncertainty in a relationship cause decrease in the intimacy level of communication content. Low levels of uncertainty produce high levels of intimacy.

Axiom 5, Reciprocity: High level of uncertainty produces high rates of reciprocity. Low levels of uncertainty produce low levels of reciprocity.

Axiom 6, Similarity: Similarities between people reduces uncertainty, while dissimilarities produce increases in uncertainty.

Axiom 7, Liking: Increases in uncertainty level produce decreases in liking; decrease in uncertainty produce increases in liking.

Axiom 8, Shared Networks: Shared communication networks reduce uncertainty, while a lack of shared networks increases uncertainty. 

In this this theory I'll choose a movie This Means War as my example:

At the scene when Foster meet Lauren at the video store, when Lauren ask to poster to suggest movie for her. the next date, Foster invite her to go on a date in a club. On the first date, it didn't turn out very well as Lauren dont like to go to the club. The uncertainty came between Lauren and Foster as she bump into her ex-boyfriend which they have to pretend that they are lovers.

In conclusion, according to West and Turner, uncertainty theory happens when two or more individuals meet at the first time and being uncomfortable about each other's presence due to lack or no information known about each other. Charles in 1982 came out with the theory of reducing this awkward situation defined as the process of understanding each other so that each individuals feels secure and connected with each other. 

In 2011, Berger suggested 8 axioms to explain this theory reducing uncertainty and increasing confident namely, verbal communication, nonverbal warmth, information seeking, self-disclosure, reciprocity, similarity, liking and shared networks by which this process undergoes the process of verbal introduction by each other and eventually in the end shares the same connection. 

References:

Griffin, Emory A (March 7, 2011). Uncertainty Reduction Theory of Charles Berger : A First Look at COMMUNICATION THEORY (8th ed.), New York, America: MCGRAW-HILL.

West, R., Turner, L., H., (2010) Introducing Communication Theory: Analysis and Application (4th Ed). New York. McGraw Hill.

Berger, C.R. (1982). Language and social knowledge: uncertainty in interpersonal relations. London: Arnold

Week 10 - Communication Accommodation Theory

According to Griffin (March 7, 2011) Communication Accommodation Theory defines as "the constant movement toward or away from others by changing your communicative behaviour." (p.395). To my understanding, this theory is the study of how people tries to accommodate with other people's communication style whether individually or group.

Turner & West (2010) stated that the theory is to find out the causes and outcomes if communication styles has been changed and shifted between the two people for accommodating each other. This usually related to communication between two individuals with different cultures.

Griffin (March 7, 2011) stated Convergence is a strategy in adapting communication behaviour in such a way to become more similar to another person. It is how to reduce nonverbal differences by a form of audience adaption. (P.396). Also stated by Griffin (March7, 2011), Divergence is a communication strategy of accentuating the differences between yourself and other person. (P. 396).

Under-accomodation is "the strategy of persisting in your original communication style regardless of the communication behavior of the other. (Griffin, March 7, 2011, P.398). Griffin (March 7, 2011) defined Over-accomodation as "demeaning or patronizing talk; excessive concern paid to vocal clarity or amplitude, message simplification, or repetition."(P. 398)

From my understanding, this theory is how we adjust and adapt our communication with someone. For example, we talk slowly when someone can't understand or get the words on what we say if we talk fast.

As my example I will be using the picture above to analyze for this theory. The picture shows a conversation between two individual with different cultures. The lady is trying to converge when she communicates by adjusting her behavior and language in order the group of children understand her.

To conclude, communication accomodation theory is the process of changing and adapting communication style when interacting with different individuals. Griffin defined this theory as "the constant movement toward or away from others by changing your communicative behaviour.". In 2010, Turner and West came out with the theory over the reasoning and consequences of shifting communication style. Griffin, in 2011 came out with two strategies; divergence and convergence.

Divergence of communication accomodation by Griffin is the strategy of changing communication style by highlighting the differences between the individuals. On the other hand, Convergence is a strategy where the person tries to become more similar to another in order to ease the communication.

With this comes two other strategy to changing communication style namely, under accommodation and over accommodation. Under accommodation is when message sender remain using his original communication style forcing the receiver to accept how the message is being sent. Nonetheless, Over Accommodation is when the message sender pays more attention on how to receiver interpreted the message simply and clearly.

References:

Griffin, Emory A (March 7, 2011). Accommodation Communication Theory of Howard giles : A First Look at COMMUNICATION THEORY (8th ed.), New York, America: MCGRAW-HILL.

West, R., Turner, L., H., (2010) Introducing Communication Theory: Analysis and Application (4th Ed.). New York. McGraw Hill.

Week 9 - Symbolic Interactionism

Griffin (March 7, 2011) stated symbolic interaction is “The ongoing use of language and gestures in anticipation of how the other will react; a conversation.”(P.54). As defined by Turner & West (2010), symbolic interactionism theory is "meanings that we assign to people or things or even events. " (p.79). To my understanding, symbolic interactionism theory is the study of how people communicate through symbol as a language which enables to interact the meaning with an individual in society.

According to Blumer (1990) there are three basic core of Symbolic interactionism which are meaning, language, and thought. 'Meaning' is the message on how human understand towards things which include everything on their surroundings. The language is how the meaning delivered. The thought is how people interpret with the message (P.63). For this post, I'll be using the picture above for my example.

The picture above shows how the cat imagine to be lion through the reflection of the mirror which it shows as inspiration for individual's viewer. The cat has 'meaning' which it relates to individual who are small, weak, etc. The 'language' is the lion reflection of the cat which means every individual can aim their dream higher to change their fate. The 'thought' in this picture is how the individual is capable on making decision and to think about their future.

In conclusion, symbolic interaction is the continuous practice of both language and gestures over expectation on others' reaction. Turner & West (2010) defined symbolic interactionism theory as "meanings that we assign to people or things or even events." whereby according to another theory by Blumer in 1990, the main idea of symbolic interaction is divided into 3 main categories namely, the meaning, the language and the thought. Thus the process of symbolic interaction undergoes understanding the meaning of a message, the means of delivering the message and finally the interpretation and feedback that others gives to the messenger. 

References:


Griffin, Emory A (March 7, 2011). Symbolic Interactionism Theory of George Herbert Mead : A First Look at COMMUNICATION THEORY (8th ed.), New York, America: MCGRAW-HILL.

West, R., Turner, L., H., (2010) Introducing Communication Theory: Analysis and Application (4th Ed.). New York. McGraw Hill

Blumer, H. (1996). Symbolic interactionism: perspective and method. New York: Paperback Pages

Week 8 - Social Penetration

Social Penetration as stated by Griffin “the process of developing deeper intimacy with another person through mutual self-disclosure and other forms of vulnerability.” (March 7, 2011, P. 114). According to Littlejohn (1999) defines social penetration as the development of relationships, movement of communication from the non-intimate into deeper level of intimate which is knowing the information more to personal. To my understanding this theory is the process of building a relationships with people started communicating and exchange story among them, from less personal into personal which then achieved the intimacies.

As cited by Griffin (March 7, 2011), Altman and Taylor states review or compare people as onions where the layers of onions represents the different personality of people structure (P.114). Griffin (March 7, 2011) also stated that “personality structure is onion-like layers of beliefs and feelings about self, others, and the world; deeper layers are more vulnerable, protected, and central to self-image.” (P. 114). From my point of view, this simply says that the onion's outer layer are more into representing the general matter of people's personality structure. For example, sharing information regarding hobbies, favorite foods, movies, ambitions and so on. Furthermore, the inner layer represents the deepest personal in people's personality structure which the relationships are built with trusts. For example, sharing information such as secrets about personal or family matters.

Social Penetration can go up to 5 stages which the stages are orientation, exploratory, affective, stable and depenetration (Altman & Taylor, 1973, P. 41). In this theory i will be using a movie of Just Like Heaven as my example to show the stages of the social penetration:

In this movie, Elizabeth Masterson, who is a work-alcoholic and has no time for a social life. One night on her way to a blind date she gets in a terrible car crash and goes into an a coma. She wakes up to find she is having an outer body experience. Meanwhile, a young man David Abbott has leased her apartment. One night she finds David in her apartment. Scared and confused she tries to convince him he broke into her apartment. David tried to get rid the spirit (Elizabeth) away from the apartment. David's actioned makes Elizabeth realized that she's not alive and wanted to know why only David can see her. Then they try to find out this matter together. This scene is one of the early stage of social penetration known as the orientation stage.

During the time when Elizabeth and David trying to solve the Elizabeth's situation, They have talking with each other night and day in the apartment. They started to share information of themselves such jobs, where they are from, siblings and etc. This is stage is the stage of exploratory .

Elizabeth began to trust David slowly as her partner to solve the problem cause David keep on helping her no mat
ter how hard is the situation. This stage is called the affective stage of social penetration.

The stable stage on this movie is Elizabeth and David feels that they have feeling among themselves on the scene when Elizabeth and David making hand touch with each other. Though they don't say it, but the proves of this when David says that he really wanted to help Elizabeth.

The Depenetration stage is when Elizabeth woke up from a coma and she don't remember who David was. David tried to tell and convince Elizabeth about him but failed and walks away.

However, in the end of this movie, Elizabeth has finally remember who David is when David wanted to give her apartment's key with accidental hand touch. The depenetration has change back to the stable stage.

In conclusion, social penetration simply said is the process of changing a less personal relationship to a more intimate relationship by exchanging information with each other. This process undergoes 5 stages from orientation/introductin, explotary, affective, stable and depenetration. taking up the movie just like heaven as my sample, the introduction process is when David rented Elizabeth's apartment and the process then goes up until solving Elizabeth's problem.



References:

Griffin, Emory A (March 7, 2011). Social Penetration Theory of Irwin Altman and Dalmas Taylor : A First Look at COMMUNICATION THEORY (8th ed.), New York, America: MCGRAW-HILL.

Littlejohn, S. (1999). Theories of Human Communication. New York: Paperback.

Altman, I., & Taylor, D., (1973). Social Penetration: The Development of Interpersonal Relationships. NewYork: Sage Publications

Week 7 - Cultural Studies

Culture has various definition. Each definition is specific depends on the particular aspect of study. Under sociology and anthropology, culture definition is the most commonly used in this area. Tylor (1871) defines culture under this area as “that complex whole which includes knowledge, beliefs, art, morals law, custom, and any other capabilities and habits acquired by man as member of society.” (Ferraro, 1998, p.18). This means that culture is the way of life for a particular group of people. Edgar & Sedgwick (2008) also defines Culture as "it entails recognition that all human begins live in a world that is created by human beings, and in which they find meaning. Culture is the complex everyday world we all encounter and throughout which we all move." (p. 82). To my understanding, culture is how people behave and act with their belief, customs, knowledge and moral in their lives.

The definition is different in applying the study of culture into communication theory which is cultural studies. According to Griffin (March 7, 2011) defines cultural as "A neo-Marxist critique that sets forth the position that mass media manufacture consent for dominant ideologies." (P. 345). In my view, cultural studies is the study of cultural practices in everyday life.

Visual culture need to be understood in this theory. It is the message showcase of an identity or persuasion of a particular culture depending on particular environment. According to Irvine (2011) Visual cultures is defined as a "studies recognizes the predominance of visual forms of media, communication, and information in the postmodern world.". In this theory i will use TV series of The Walking Dead as my example:

The Walking Dead is about a tale of survival, horror, and deep human emotion set in a post apocalyptic setting. This isn’t normal zombie tale, rather it is the tale of humans struggling to survive from their new situation and each other. The story is gripping, well paced, and holds nothing back. No one is safe in this series which gives it a gritty realism.

Griffin (March 7, 2011) stated "frameworks of interpretation." (P.347). This means that discourse is the cultural framework of interpretation in which it is a primary function to make a meaning. In other words, discourse is more into understanding and interpreting about a phenomenon. In this theory, the subject which shaped by the author's structural rule referred as the discourse. The discourse of my example is “The Walking Dead”

According to Griffin (March 7, 2011) ideology is "frameworks through which we interpret, understand, and make sense of social existence." (P.344). In my point point of view, ideologies is the idea of understanding the interpretation of an image which is more likely like our own fundamental beliefs. Therefore, the ideologies of The Walking Dead are teamwork, survival, responsibility and leadership.

Politics definition is contestation of state power as mentioned during lecture. It is a description of cultural studies strategic practice. Also mentioned during lecture, Stuart Hall defined politics as “Struggle over meaning”. This means cultural studies sees the problems in a culture. Therefore politics for The Walking Dead are politics leading the team, politics of decisions, politics of relationship, politics of racism and politics of feminism






References:


Ferraro, G., (1998) Cultural Anthropology: An Applied Perspective (3rd Ed.). Belmont.Wadsworth

Edgar, A. & Sedgwick, P. (2008). Cultural Theory: The key concepts (2nd Ed.) London; New York: Routledge

Griffin, Emory A (March 7, 2011). Cultural Studies Theory of Stuart Hall: A First Look at COMMUNICATION THEORY (8th ed.), New York, America: MCGRAW-HILL.

Irvine, M. (2011). Introducing Visual Culture: Ways of Looking at All Things Visual. Retrieved April 09, 2012, from www.georgetown.edu/faculty/irvinem/visualarts/Intro-VisualCulture.html.

Week 6 - Agenda setting and Framing

What is Agenda?
According to Dearing & Rogers (1996) “an agenda is a set of issues that are communicated in hierarchy of importance at a point in time." (p.2)

The agenda setting theory is how media specifically the journalist or the press has the power to influence people view on which news information that is considered to be important.

“Not what to think, but what to think about”

This phrase shows how agenda setting theory can simply be understood.

As cited by Griffin (March 7, 2011), McCombs and Shaw believe that the news media has “the ability to transfer the salience of items on their news agenda to the public agenda”. (p.378)

This theory explains how media influence our lives and it makes us think what they want us to think. However, it depends on each individuals as, individuals have the right to choose whether to believe on what media want us to do or not to do.

The process of framing gives the journalist the ability to make certain content with a specific perspective to our view. According to Entman (1993) “to frame is to select some aspects of a perceived reality and make them more salient in a communicating text, in such a way as to promote particular problem definition, causal interpretation, moral evaluation, and/or treatment recommendation for the item described.” (Weaver, 2007, p.143).

How agenda-setting and framing can be applied? The text below will show how the theories can be applied:

The Minister of Health of a country "X" is very concerned that the older citizens are spitting and urinating in public places and the younger generation believes that to be a cultural norm. This will adversely affect the image and economy of the country as foreign companies will be less willing to invest in a country that cannot manage public deviance that fosters an unhealthy environment. The government believes that public education must start immediately.

At the same time, a public survey was recently conducted by an independent body and the predominant public concern is the lack of primary schools for younger children who are working and running amok in the streets, which is causing a rise in criminal activities. The public believes that public education must begin with the development of schools so that a higher educated population will curb the acts of social deviance. In the long run, these changes will attract investors and help the economy.

Solving the problems

Two priorities of this national agenda. The First level agenda is on Government and the second level agenda is on Public.

Frame amplification - The government should focus more on public deviant behaviors such as spitting and urination as a national health and its impact on the economic inveestment. This also creates a bad image of country 'X' to the foreign investors. On the Public side, this focus on the children's education of the county "X". The rise in criminal activity due to high inadequacy level.

Frame extension – On Government agenda, the argument will focus on increasing control of environmental pollution by the public well-being and lifestyle. On the public agenda, the argument should focus on intelligent working force and to a more robust economy by linking children's welfare and education.

Frame bridging – Foreign companies will invest in the nation if public urination and spitting has been settled by the government actions. The investment will help the nation to gain money and; which the money can be pump-up into education and health sectors. Lower crime rate is expected by developing more school for the children off the streets. This can increase investor's confidence in the country "X" and, in the long run, boost the economic and public welfare of the nation. At the same time children will have the same opportunity in education and in turn will teach the elder citizens about health and environment.

In conclusion, Dearing and Rogers in 1996 disclosed their idea of agenda being a group of issues acknowledged by sequence of importance at a point of time. In media environment, agenda is where the journalist has predominance to society's view upon which news information is considered important. Meanwhile McCombs and Shaw believed that the media dominates“the ability to transfer the salience of items on their news agenda to the public agenda”. Framing process comes into picture where journalists have the ability to make certain content with a specific perspective to the society's view.






References:

Dearing, J. W. & Rogers, E. V. (1996). Communication Cocepts 6: Agenda Setting. Thousand Oaks, CA: SAGE Publications

Griffin, Emory A (March 7, 2011) Agenda Setting Theory of Maxwell McCombs and Donald Shaw: A First Look at COMMUNICATION THEORY (8th ed.), New York, America: MCGRAW-HILL.

Weaver, D. (2007) Thoughts on Agenda Setting, Framing, and Priming. Journal of Communication 57 (2007) 142–147.

Week 5 - Media Ecology

Media Ecology is the study of information environment which relates how media of communication affect human perception, feeling, understanding and value. According to Media Ecology Association “Media Ecology is defined as the study of the complex set of relationships or interrelationships among symbols, media and culture” (MEA, March 2, 2009). McLuhan states that “The medium is the message.” (Griffin, 2011, P321). This means that the medium which carries the message depends on how the medium is used.

In this theory I will be using Twilight series book and movie for example:

The book ratings may not go as high as it was today if the book was not adapted to a movie making actors like Kriste Stewart, Robert Pattinson and Taylor Lautner has well known actress and actors. If the Twilight book series were not adapted to a movie, their current state may not be the same as they are now. This is also applicable to other books which have been adapted to movies such as the Harry Porter or The Firm.

The impact of a medium has surely change the outcome of a particular message. Relaying on information may be less effective with a particular medium but it may be more effective compared to the previous medium if the same information is transferred by using another different medium such as the previous stated examples.

Federman (2004) states the medium is the message which tells us on the changes in our societal or cultural ground conditions and with using a new medium indicates the presence of a new message. Federman (2004) also stated that it is possible to characterize and identify the new medium before the message becomes obvious; and it takes years or decades for the processing thus he suggests that before the effects become pervasive, People were given the opportunity to influence the development and evolution of the new innovation.

In the theory of McLuhan, he mentioned analysis concerning the hot and cold medium (McLuhan 2001). The equation below explains the theories;

Hot Medium = high information load, low participation.
Cold Medium = low information load, high participation.

McLuhan has stated during his time, the television was a cold medium. Nowadays, hot medium is used more often as it offers more variations of channels to watch which covers different aspects or subjects. Simply said, book encyclopedias might be replaced by television because the information transferred to the audiences are more effective compared to book encyclopedias.

To sum up, Media Ecology is the analysis of information context through media of communication that influence human norms and behaviour. In 2004, Federman proclaimed that the presence of new message from new medium is effected from the changes either from the society or the culture ground. In my view, media can influence the society as per McLuhan theory and that medium does affect the message that it carries and the medium used which can change the meaning of the content. Hot medium is often used in today's society loading high information however with low level of society participating in the medium.





References:

Media Ecology Association [MEA], (March 2, 2009). Constitution and By-Laws of The Media Ecology Association. Retrieved April 9, 2012, from http://www.media-ecology.org/about/constitution.html

Griffin, Emory A (March 7, 2011) Media Ecology Theory of Marshall McLuhan: A First Look at COMMUNICATION THEORY (8th ed.), New York, America: MCGRAW-HILL.

Federman, M. (2004). What is the Meaning of the Medium is the Message?. Retrieved April 12, 2012, from http://individual.utoronto.ca/markfederman/MeaningTheMediumistheMessage.pdf.

McLuhan, M., (2001) Understanding Media: The Extensions of Man. London: Routledg.