The Three Forms Of Communication In The Electronic Age

Media refers to the medium of dissemination of information. It refers to the tools, channels, carriers, intermediaries, or technical means that people use to communicate information and access information. The media can also be seen as the realization of information from the information source to the receipt of all technical means. With the change of age and the progress of social development, society communication culture can be divided in three forms, oral society, literate society, and electronic society, and by using different forms of communication encourages a particular type of social form. Different modes of communication, such as oral, literate, and electronic, provide different orientations to the world. These three forms …show more content…
His main ideas of communication are: media is the message, the media is an extension of human, hot and cold media, and the global village. “Global village” is metaphor for the earth. The rapid development of modern science and technology, narrowing the space-time distance on the earth, international exchanges are increasingly frequent and convenient, so the whole earth is like a vast village in the universe. At the time, he was titled to be the first father and leading prophet of electronic age, by his contribution. First is he put forward the new academic point of view, which include media, communication, social concept, etc.; Secondly is his style of research methods. For the whole time he was standing against the Western scientific research or any empirical research of the traditional. His abnormal research methods, can be summarized as “exploration rather than conclusions, qualitative rather than quantitative.” Over all, Marshall’s used of metaphor, or for those “not logical rhetoric” can make him out of limitations of the times, is more in line with the requirements of the electrical age. He believes that logical or “scientific” research methods, is the thoughts of print media age, more and so in the literate society. Too much emphasis on the individual in front of the media can do nothing. Marshall also argues that the magic of medium will come about as soon as people come into contact with the medium, just as magic of the melody will be cast out in the first few sections of the melody and assert that any medium has the power to impose its hypothesis on the unscrupulous body. He put the media in a very broad context, the scope is not limited to the breadth of society at that time, and even can be extended to the history of human development. The information contained in the medium itself is also a medium. Media is about the human and social