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The medium is the message.

This phrase was coined by Herbert Marshall McLuhan, one of the principal theorists of mass communication. It illustrates the idea of how the medium influences how the message is percieved. We always have to run a test on how to approach a medium to deliver a message efficiently. At least that is my opinion.

Radio will always exist simply because there are certain messages that are more effective on the radio. If you do not believe me, try to sell a record by posting its lyrics on The Miami Herald. At the end of the day, a song is also a message.

A good example about the concept of "the medium is the message" comes to mind when considering a radio newscast versus the newspaper. The ethereal nature of radio makes it very hard to manipulate the given information. This was more the case in the past, before the advent of digital audio formats. People bought the newspaper to read and ponder the news. Perhaps even re-read and interact with the information given in the form of a letter to the editor, or perhaps a read-aloud in front of friends and family. That is why the medium was so very influential. Nowadays, newspapers are struggling to survive, because their permanenhas been theatened by new media formats offering more versatility easy of use

This phrase was coined by Herbert Marshall McLuhan, one of the principal theorists of mass communication. It illustrates the idea of how the medium influences how the message is percieved. We always have to run a test on how to approach a medium to deliver a message efficiently. At least that is my opinion.

Radio will always exist simply because there are certain messages that are more effective on the radio. If you do not believe me, try to sell a record by posting its lyrics on The Miami Herald. At the end of the day, a song is also a message.

A good example about the concept of "the medium is the message" comes to mind when considering a radio newscast versus the newspaper. The ethereal nature of radio makes it very hard to manipulate the given information. This was more the case in the past, before the advent of digital audio formats. People bought the newspaper to read and ponder the news. Perhaps even re-read and interact with the information given in the form of a letter to the editor, or perhaps a read-aloud in front of friends and family. That is why the medium was so very influential. Nowadays, newspapers are struggling to survive, because their permanenhas been theatened by new media formats offering more versatility easy of use