Mcluhan 's medium is the message

medium is the message
it means that the way that we send and receive information is more important than the information itself. Where we were once consumers, consuming information by watching television or listening to the radio, in the 21st century we have now also become producers, creating our own information as well. For example, after watching the latest episode of a television series, we can now instantly connect with anyone, anywhere in the world who also watched the programme and communicate with them.
Exerpts from Mcluhan's book






1:The mediums have changed the way we behave.


2:McLuhan prophesied that “Electrical information devices for universal, tyrannical womb-to tomb surveillance are causing a very serious dilemma between our claim to privacy and the community’s need to know.”


3:“Real, total war has become information war. It is being fought by subtle electric informational media — under cold conditions, and constantly.”


4:He claimed to only read the right hand page of serious books as he found books have huge redundancy. By reading only the right-hand pages he stays wide awake, filling in the other page with his own thoughts.

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Media Product

Media usually refers to the means of communications that we use in our daily life. Media products are the tools we use to communicate a message to the masses.we can say that media products are the hard form of any message that can inform , persuade, influence and educate the people.

Media Product means any book, magazine or other publication, sound recording, video recording, software product, computer game, videogame, DVD, or other media product in any format

Media products are designed and produced in a wide variety of media forms. The construction of a media product is dependent on the style and genre of the product and the intended audience, location, context and time in which the product was created, produced, distributed, consumed and read by audiences. Media forms refer to technological means and channels by which the media is created, produced, distributed, consumed and read.

Media forms include:
• Moving image, for example film, television, video, animation
• Still image, for example photography
• Audio, for example radio, podcast
• Print, for example magazine, zine, comic, graphic novel, newspaper, poster
• Digital, for example online video and audio, streaming video and audio, podcast, magazine, comic, graphic novel, newspaper, video game, blog, website, app



• Convergent or hybridised media: the combination or joining of two or more media forms, such as photography and animation, print productions and a digital game, augmented and virtual reality products.

media products and the institutions that create them

a)public service, independent, multinational, cross media,

conglomerates, multi-media companies

Explanation

Media products are  produced by  Public services ,any independent , multinational, conglomerates or multi media companies.Media products are designed for certain audience, using the medium that fulfil the needs of the target audience. for instance if a media product is designed for social media consumers then the apps and softwares would be used for creating product for them instead of using any traditional source like newspaper etc

b)Media products can be  fiction, non-fiction, magazines, newspapers, comics,

documentaries, children’s programmes, dramas, comedies,

news, light entertainment, radio programmes, films,

animation, advertisements

c) Media products are produce to compete direct competitors, advantages/disadvantages over

competition

Why we use Media products

purpose: Media products are used to educate, entertain and inform people , they are used to sell products, and also used to promote brand

• genre – according to the needs we can use print (e.g. fiction/non-fiction, special interest,

gender specific)

audio/audio-visual (e.g. action, adventure, comedy, science

fiction, musicals)

• print content: news, features, media terminology (e.g.

mastheads, by-lines), adverts, regular columns

audio/audio-visual content: narrative structure, camera

shots/angles/ movement, editing, sound, mise-en-scène,

special effects, sound effects, dialogue, music, etc.

• meaning: Media products can be simple and used for direct messagws as well as symbolic means created through elements (e.g. colour, language,

text, images; music, lighting, stars, props, costumes)

created through semiotics (e.g. connotation, denotation,

signification, iconography, anchorage)

created through techniques (e.g. print: cropping, sizing,

use of captions, choice of fonts;

audio/audio-visual: use of camera techniques, editing,

sound)

• production process of media product.

If print: (e.g. pre-production- content, flat planning,

commissioning; production – write articles, mastheads;

post-production – editing, sub editing, production)

audio/audio-visual: (e.g. pre-production – e.g. script

development, story boarding, production – filming,

recording, post-production – editing)



relationship between media
products and their target audience


• Media products targets audience by age, gender, spending power, interests, needs of

audience/consumer, demographics, lifestyle

• use of audience related elements such as soundtracks,

colours, imagery, celebrities etc.




how media products are distributed

and promoted



a) retail outlets, television networks, cinemas, radio stations,

internet, local, regional, national, international, location,

accessibility

b) trailers, websites, billboards, posters, advertisements, cross

media.

Effect of media products

The help people to Understand ethical, legal, and regulatory issues

Media products have direct influence on individuals/mass audiences, 

media products can positivly effects people such as setting
good roles models,and also have some  negative effects such as copycat , projection of violence,

theoretical models of audience behaviour (e.g. active/

passive theories)

b) It can effect individualy on people, social groups, issues (such as racism,

sexism), stereotypes, etc.

c) legal: e.g. copyright, performing rights, royalties, etc.

ethical: e.g. accuracy, offensive material, sensationalism,

chequebook journalism, privacy, censorship, public right to

know, etc.

d) Press Complaints Commission or relevant press regulator,

Advertising Standards Authority, Ofcom, British Board of



Film Classification, self-regulation.




influence on individuals/mass audiences, 

positive effects

(e.g. good roles models), negative effects such as copycat

violence,


chequebook journalism, privacy, censorship, public right to

know, etc.

Example

there was a time when Taliban used dvds for projection of their violent crimes in order to terrorise or threat people. They use to share videos on social media in which they brutally beheading people in gatherings etc.such videos have so powerful impact on peopel mind that people think of them as a symbol of teŕroism. On the other hand social media app were used to spread awareness as well. Governmen organizations are using different tools like videos , images, applications to convey the message of  dos and donts  about this covid 19 pandemic .














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