Define ‘medium theory’ and outline what McLuhan and other ‘medium theorists’mean by medium’ and the ‘medium is the message’.

Display a critical understanding of medium theory including its strengths and

weaknesses.

Demonstrate how ‘medium theory’ more generally could be said to apply to the case study you have chosen.

Outline also

whether you think there are limits to seeing your case study through the prism of’medium theory’ and whether alternative explanation
are possible/more satisfactory (e.g. the explanation of communication technologies in the ‘material culture’ perspective etc).
Hints for

researching and writing your essay:

familiarize yourselfwith what is meant by the ‘medium’ approach to communication technology and its

socio-cultural consequences, as well as debates/criticisms generated by this approach.

Select a contemporary communication technology to

research in depth (e.g.television, radio, the CD player, mobile phones, the iPod, the Internet, gaming technology, twitter, etc).

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