Electronic age.pptx

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Education in Electronic age.

• During 1960s every household in United States had
  television.
• Increase in viewing time increased daily.
• Scores of students in educational test started to
  drop slightly.
• so the crucial question was why?

2
Contd...

• Many things changed in society with dawn of
  television.
• For instance,More single parent home,more drug
  abuse,poitical instability.
• Anyone of these things might be responsible for
  decline in standardized test score.

3
Views of Marshall Mcluhan

• According to Marshall Mcluhan,non of these things
  were real cause.
• The real cause was huge incompatibilty between
  print and electronic.
• print based education seiged with advent of
  Television.

4
Electronic over print

• According to Marshall Mcluhan,
• prior mid-1900s when print prevailed books were
  only window to outside world.
• But because of electronic media information level
  outside is higher than in classrooms.
• By time today's children arrive in classroom they
  have spent thousands of hours processing
  electronic information.
• Thus,print based education fifinds difficult to
  winover television.

5
Various signs of failure in education.

• Mcluhan pointed out varios signs of failure In
  print based education system such as-
• Children are more impatient.
• less well behaved.
• more eager for entertainment.
• He believed that education would succeed in print
  age only to the extent that it adapted to new
  electronic form.

6
War coverage in electronic age.

• In latter part of 1960s Americans witnessed real
  war in television for first time in history.
• List of all dead soldiers from New york.New
  jersey scrolled down.
• Reporters from battlefied of Vietnam sent deeply
  disturbed fiilm footage and images.
• Vietnam war was unpopular due to brutal
  images.people felt unpleasurable and ultimately
  unbearable.

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Cool and Hot medium

• Cool medium means those that allow high levels of
  participation and involvement.
• Hot medium promoted higher information,doesnot
  involve recipient of message as intensely.
• Newspaper and film thrive on violence.while
  television must be more careful as it is so
  involving.

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• level of participation in processing film images
  is lower than for television.
• Thus,film is hot relative to television.
• while Mcluhan's critics questioned "What would
  happen when you take film and put them on
  television?

9
Politics in Electronic age.

• In 1960s ,Mcluhan was at his peak of media
  popularity.
• he offered his own political analysis of
  presidential elections.
• John Kennedy,was first television president.
• According.to Mcluhan television is a cool
  medium.Kennedy had compatible coolness and
  indifference to power.

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• While,Richard Nixon was hot.
• His high definition sharp image,disastrous
  debates with Kennedy presented his reputation as
  phony.

11
Television Addiction

• Evidence to true physical addiction to television
  is relatively scant.
• some familiar symptoms are-
• Anxiety,physical nervousness,depression when
  deprived of television viewing.

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Conclusion

• Mcluhan's theory was based on empirical testing.
• Thus,had little value from scientific
  perspective.
• He saw three area of communication-Tribal age,
  Print age and electronic age.
• His ideas like technological determinism(medium
  not the message, determines human behavior)are
  still used and extended in various areas.

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Thank you