This text proposes a discussion of the statement set out by Branston and Stafford in 2003 which plays media technology down in favour of the importance of the content produced. The authors express this point when analysing the debate occurring, at the time of the publication of the third edition of their work, about the impact of technology upon the media industries and their audiences. They first refer to the definition of technology given by the Chambers 20th Century Dictionary, in which technology is seen as “Methods, Means and Skill” exploited by a certain civilisation in a certain period in order to produce goods and services with an economic value in a particular industry or art. Later, they look at the critics against it (based on the class, approach and gender distinctions technology causes) and the fact that regarding or ignoring the implications brought by technology could represent an issue in the process of the media text creation (especially if not fully understood by the producers). In this context, they assume that, on one side of the debate, the focus of produces and critics is on what is produced as media text, and not on what is used to carry it out1. The statement reflects what Levinson upholds2, in contrast to the Media Ecology’s doctrine led by McLuhan: the consequences of media technologies are, after time, accidental, related to the evolution of the social environment surrounding them, and often not in conformity with the original intentions of the inventors. In this ‘soft deterministic’ view, technology offers possibilities turned into reality by the human rationality, primary variable in the production of media texts. On the other hand, McLuhan’s thinking – well explained by van Loon3 – puts technology at the centre of the media ... [continues]
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(2012, 02). “Many Media Producers and Critics Would Agree That Technology in Itself Is Not Very Interesting; What Is Important Is What Is Produced as a Media Text”. StudyMode.com. Retrieved 02, 2012, from http://www.studymode.com/essays/Many-Media-Producers-And-Critics-Would-913088.html
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