Joint presentation with Mike Carroll. See for Mike’s excellent Kress presentation and downloadable handout at .
Reading: Google Docs, McLuhan (7-9; 22-23), Understanding Media (1964)
< > name
::= is defined as
+ AND, in combination with
[ ] optional
The Medium is the Message (McLuhan)
<medium> | message> ::= <content> [<content>]…
<content> ::= <medium> | <activity> | <effect>
Q: How does defining <medium> or <message> in terms of <content> account for the light bulb? (8)
A: The message of the light bulb is recognized after an activity or effect calls our attention to it. (9)
Q: What about “hot” and “cold” media?
A: In the reading assignment, “hot” and “cold” refer to data density and to the relative speed at which a medium changes human society. This change is McLuan’s primary concern.
Q: How might we illustrate the impact of “The medium is the message” in human affairs?
A: “The Conversation Prism,” Version 3.0, Brian Solis and JESS3 (2008-2018).
Mode and Multimodal (Kress)
<meaning> ::= <mode> [+ <mode>] …n
where n is a user-defined number of modes
<mode> ::= <language> | <image> | <sound> | <gesture> | <spatial relation>
Kress, Gunther and Theo van Leeuwan. Multimodal Discourse: The Modes and Media of Contemporary Communication. Oxford UK. Oxford University.
“Multimodal: Key Concepts; Berit Henrisken in Conversation with Gunther Kress”; Produced by MODE Institute of Education: University of London, Copyright 2012; http://MODE.IOE.AC.UK