ERIC Number: EJ891574
Record Type: Journal
Publication Date: 2010-Jul
Reference Count: 0
Why "Video Killed the Radio Star": Teaching "The Medium Is the Message"
Adams, Tony E.
Communication Teacher, v24 n3 p146-149 Jul 2010
The title and lyrics of "Video Killed the Radio Star" (VKRS) epitomize Marshall McLuhan's intricate aphorism "The Medium is the Message." A staple of many communication courses, the aphorism not only suggests that the technology used to convey information (the form) is just as important as the information conveyed (the content), but also that technology influences human interaction and interpretation in unique, often-unnoticed ways. This article presents an activity created by the author out of a desire to more effectively teach the "The Medium is the Message." In particular, the author wanted to better illustrate: (1) how media promote certain kinds of audience engagement; (2) how sight and sound influence the interpretation of a text; and (3) how new types of media, such as television, can reframe older media types, like radio. The author finds this activity not only helps students learn the logics that aural and visual media possess as media, but also how media influence messages--and message interpretations; media "qua" media affect interaction and interpretation just as much as what the people using these media say and do. A list of references and suggested readings is included.
Descriptors: Mass Media Effects, Influence of Technology, Class Activities, Visual Aids, Video Technology, Music, Teaching Methods, Communication (Thought Transfer)
Publication Type: Journal Articles; Reports - Descriptive
Education Level: N/A
Authoring Institution: N/A