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Understanding New Media: Extending Marshall McLuhan
By Robert K. Logan, PhD
Chapter 1. "New Media" and Marshall McLuhan: An Introduction
1.1 Objectives of this Book
1.2 The Methodology Employed and What the Reader Can Expect to Find
in this Book
1.3 What are the "New Media?"
1.4 The Changing Figure/Ground Relation with the "New Media"
1.5 A "New Media" Taxonomy
1.6 A Medium is a Technology is a Tool is a Language is a Medium is a.
1.7 Standing on the Shoulders of a Giant
1.8 McLuhan on New Media
Part I. Methodological Considerations
Chapter 2. McLuhan's Methodology: Media as Extensions of Man and The
Medium is the Message
2.1 There was Method in His Madness
2.2 Summary of McLuhan's Methodology
2.3 Was McLuhan a Technological Determinist?
Chapter 3. Five Communication Ages: Adding the Mimetic and the
Interactive Digital Ages
3.1 Updating McLuhan'sn Three communication Ages
3.2 McLuhan's Three Communication Ages: Oral, Literate and Electric
3.3 The Origin and Evolution of Language
3.4 Refining the Distinction between Oral and Written Communication
3.5 The Ecology of Media and Ecosystems as Media
Chapter 4. To What Extent to the "New Media" Confirm or Contradict
McLuhan's Predictions
4.1 New Patterns
4.2 Laws of the Media and the Evolution of Technology
4.3 The Reversal of Certain Negative Effects of the Mass Media by the
"New Media"
4.4 New Media's Intensification of Trends McLuhan Identified for
Electric Media
4.5 Faster than the Speed of Light
Chapter 5. The Fourteen Messages of "New Media": An Overview
5.0 Differences between the "New Media" and Mass Media
5.1 Two-way communication
5.2 Ease of Access to and Dissemination of Information
5.3 Continuous Learning
5.4 Alignment and Integration
5.5 The Creation of Community
5.6 Portability
5.7 Convergence
5.8 Interoperatability
5.9 Aggregation of Content
5.10 Variety, Choice and the Long Tail
5.11 Reintegration of the Consumer and the Producer
5.12 Cooperation
5.13 Remix Culture
5.14 The Transition from Products to Services
5.15 A Comparison of Media Old and New vis-avis the Eleven Messages
of the "New Media"
Chapter 6. The "Digital Economy": An Expansion of the Knowledge Economy
6.1 Introducing the "Digital Economy"
6.2 A Paradigm Shift from Information to Knowledge and from
Integration to Alignment
6.3 Knowledge Management and the Web
6.3.1. Learning System
6.3.2. Sharing Systems
6.3.3. Measurement System
6.4 Lifelong Learning: Job Security in the Internet Age
Chapter 7. Scaffolding and Cascading Technologies and Media:
Understanding New Media as the Extensions of Earlier Media or the
Extensions of Extensions
7.1 Media as the Extensions of Man
7.2 The Evolution of Media and Technologies: The Extension of Extensions
7.2.1 Cognitive, Technical, and Social Interplay
7.2.2 The Ratchet Effect
7.2.3 Cognitive Scaffolding
7.3 Cascading Technologies and Media: Understanding New Media as the
Extensions of Earlier Media or the Extensions of Extensions
7.4 What is the actual content of a medium?
7.5 Neo-Dualism and the Symbolosphere
7.6 Bifurcation of the Symbolosphere into the Mediasphere and the
Human Mind
7.7 The Interaction of the Spheres
Part II. How the New Media Have Impacted the Media analyzed in
Understanding Media
Chapter 8. The Spoken Word
8.1 Six Languages
8.2 Impact of "New Media" on the Spoken Word
Chapter 9. The Written Word
9.1 Impact of "New Media" on the Written Word
9.2 Tertiary Orality
9.3 The End of Writing?
9.4 Interactive Text
Chapter 10. Roads and Paper Routes
Chapter 11. Number
11.1 The First Digital Revolution
11.2 The Invention of Zero
11.3 From Digits to Digitization
Chapter 12. Clothing
Chapter 13. Housing
Chapter 14. Money
14.1 Impact of "New Media" on Money
14.2 The ATM
14.3 E-commerce
14.4 Online Auctioning and Fixed-Price Sales
14.5 Online Shopping Payments, Credit Cards and e-Money
Chapter 15. Clocks
Chapter 16. The Print
Chapter 17. Comics
Chapter 18. The Printed Word and Books
18.1 The Impact of the "New Media" on the Book and the Academic Journal
18.2 e-books
18.3 Audio Books
18.4 Ezines
18.5 The Library
Chapter 19. Wheel, Bicycle and Airplane
Chapter 20. The Photograph
Chapter 21. Press (or Newspapers)
21.1 Impact of "New Media" on the News
21.2 The "New" News Consumer
21.3 The "New" News Producers
Chapter 22. Motorcar
Chapter 23. Ads
23.1 Advertising on Radio and Television
23.2 Advertising on the Internet, the Web and other "New Media" Venues
23.3 Online Viral Marketing
Chapter 24. Games
Chapter 25. Telegraph
Chapter 26. The Typewriter
Chapter 27. The Telephone
27.1 Impact of the "New Media on the Telephone
27.2 Teletype and fax
27.3 The Pager
27.4 VOIP (Voice over IP or the Internet)
27.5 The Videophone
27.6 Telecoms and Convergence
Chapter 28. The Phonograph
28.1 Impact of "New Media" on the Phonograph, the Tape Recorder, the
Walkman and Recorded Music
28.2 The CD
28.3 The MP3 Player, the iPod and iTunes
28.4 The Sony DRM Affair
Chapter 29. Movies
29.1 The video camera
29.2 The VCR (video cassette recorder) and the DVD (digital versatile
disc)
29.3 iMovies
29.4 Movies and the Web
29.5 The YouTube Phenomenon
Chapter 30. Radio
30.1 Impact of "New Media" on Radio
30.2 Satellite radio
30.3 Online (Web) radio
30.4 Podcasting
Chapter 31. Television
31.1 Videotape and Television Production
31.2 The Remote Controller
31.3 Television and Education
31.4 Cable and Satellite Television
31.5 Globalization versus Fragmentation
31.6 TV and the Cell Phone
31.7 The Convergence of Television, Short Form Video and Google
31.8 Interactive Television?
31.9 Digital Television
31.10 DVR (Digital Video Recorder) - A Television Revolution in the
Making: TiVo and ReplayTV
31.11 Television on the iPod
31.12 iTuning Television Shows and Movies: The BitTorrent Opportunity
31.13 The Convergence of Television and the Computer
Chapter 32. Weapons
Chapter 33. Automation (plus the factory)
Part III. The Analysis of New Media not dealt with in UM
Chapter 34. Hybrid or convergent technologies
Chapter 35. The Multifunction Printer, Photocopier, Scanner And Fax
35.1 Impact of "New Media" on the Printer
35.2 The scanner and OCR software
Chapter 36. The Cell Phone
36.1 The Impact of "New Media" on the Telephone: the Emergence of the
Cell Phone
36.2 New Cell Phone Services
36.3 The Multifunction Cell Phone
36.4 The Social Impact of the Camera Cell Phone
Chapter 37. The Personal Computer (desktop and notebook)
37.1 The Personal Computer
37.2 The Tablet PC
37.3 The Service and Disservice of Computers
Chapter 38. The PDA (Personal Digital Assistant)
38.1 The PDA and Wireless Email
38.2 The Pentop Computer
Chapter 39. Computer Software
Chapter 40. The Internet
40.1 A Medium of Media
40.2 Roots: The History of Pre-electronic Proto-Internets
40.3 The Origins of the Internet
40.4 Oral Structure of the Internet
40.5 Discussion Groups on the Internet
40.6 Netocracy: The Ultimate Participatory Democracy
40.7 Electronic Crime and Punishment
40.8 The Internet and Commerce
40.9 Art and the Internet
Chapter 41. Email, Instant Messaging (IM) and SMS (short message
service)
41.1 Email, IM, SMS
41.2 GMail
Chapter 42. Bulletin Boards, Usenets, Listservs, MUDs, MOOs, and Chat
Chapter 43. The World Wide Web
43.1 Emergence of the World Wide Web
43.2 The Service and Disservice of the Web
43.3 Web TV
43.4 Web-based Social Networks
43.5 Web 2.0
43.6 The Semantic Web
43.7 Folksonomy
43.8 del.icio.us
Chapter 44. Blogs
44.1 What is a Blog?
44.2 The Blog as News Medium
44.3 Social and Psychological Impacts of Blogs
44.4 Non-textual Blogs
44.5 The Blook
44.6 The Blog Goes Mainstream
Chapter 45. Search Engines plus Google and Libraries
45.1 Search Engines
45.2 The Dominance of Google
45.3 Google's Competitors
45.4 Initiatives of Google Technologies Inc.
45.5 Google, Wyse, Thin Clients and a Possible Personal Computing
Revolution: A Speculation
45.6 Digitizing and Searching the World's Literature: The Impact of
the "New Media" on the Library
45.7 Will Google Realize Vannevar Bush's Vision of the Memex Device
45.8 The Flight of Books from Undergraduate Libraries
45.9 Electronic Browsing
45.10 Is Google the Seventh Language?
45.11 About.com - The Human Internet
Chapter 46. Video Conferencing and Web-based Collaboration Tools
46.1 Video Conferencing
46.2 Web-based Collaboration Tools
46.3 Collective Intelligence
Chapter 47. Virtual Reality (VR) and Simulations
47.1 What is VR?
47.2 The Reality of Virtual Reality
47.3 Games and Role Playing on 3D Virtual Reality Platforms
Chapter 48. Robots, Bots and Agents
48.1 Robots
48.2 Bots and Software Agents
Chapter 49. Artificial intelligence (AI) and Expert Systems
49.1 What is AI?
49.2 What is Strong AI?
49.3 A Personal Critique of Strong AI
49.4 The Potential AI Exploitation of the World Wide Web
Chapter 50. "Smart Tags" and Dataspace
50.1 Bar Codes and "Smart Tags"
50.2 Dataspace
50.3 The Dataspace Enabler: Accessing, Navigating, and Searching
Dataspace
50.4 The Future Convergence of Cyberspace and Dataspace and the
"Smart Box"
50.5 The "Smart Tagged" Book that is Smart, Readable and Searchable
50.6 Is Dataspace the Eighth Language?
Chapter 51. Enabling Technologies not dealt with in Understanding Media
51.0 Definitions
51.1 Electronics
51.2 The Mouse and the Graphical User Interface (GUI)
51.3 Haptic and Olfactory Technology
51.4 Hyperlinks, Hypertext and Hypermedia
51.5 Modems and ADSL (Asymmetric Digital Subscriber Line)
51.6 Fiber Optics
51.7 Communication satellites
51.8 WIFI, Blue Tooth and FireWire
51.9 Open Source Technology
51.10 Wikis and the Wikipedia
51.11 Ubiquitous Computing
51.12 RSS (Really Simple Syndication)
Appendix I. McLuhan's Methodology: There Was Method in his Madness
A1 The Equivalence of Media and Technologies
A2 Technology as Extensions of the Body and Media as Extensions of
the Psyche
A3 Media as Living Vortices of Power
A4 Media Create New Social Patterns and Restructure Perceptions
A5 "The Medium Is the Message"
A6 The Content of Any New Medium Is Always Older Medium
A7 Hybrid Systems
A8 The Subliminal Effects of Media
A9 The Counterintuitive Effect of Media
A10 The Flip: Humankind as an Extension of Its Technologies
A11 Societies Imitate Their Technologies
A12 The Global Village
A13 The Rear View Mirror History as the Laboratory of Media Studies
A14 Three Communication Ages
A15 Break Boundaries
A16 Acoustic versus Visual Space
A17 Writing, the Alphabet, and the Printing Press
A18 Fragmentation in the Age of Literacy
A19 New Information Patterns Emerge at the Speed of Light
A20 Centralization versus Decentralization
A21 Integration and Multidisciplinarity versus Specialization
A22 Hardware versus Software and Information
A23 Hot and Cool/ Light On Versus Light Through
A24 Media Studies as Civil Defense Against Media Fallout
A25 Understanding both the Service and Disservice of New Media
A26 The Absence of a Moral Judgment
A27 The Myth of Objectivity
A28 The Oral Tradition and Probes
A29 Art as Radar and an Early Warning System
A30 Obsolesced Technologies Become Art Forms
A31 Multidisciplinarity
A32 "Media Analysis" versus "Content Analysis"
A33 The Study of Interface and Pattern Rather Than a "Point of View"
A34 Figure-Ground Relationship
A35 The Reversal of Cause and Effect
A36 The User Is the Content
A37 An Antiacademic Bias
A38 Laws of the Media
Appendix II - The Emergence and Evolution of the World Wide Web and
Individual Web Sites