Transforming Traditional Media

Transforming Traditional Media - television viewers more...

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Transforming Traditional Media Bloggers are not only transforming traditional media sources but holding them more accountable too. When CBS news anchor Dan Rather challenged President George W. Bush’s National Guard service record on television in 2004, bloggers countered by questioning Rather’s sources. It soon became clear that Rather’s information was dubious at best, prompting CBS to issue a public apology. Many media insiders believe that this forced Rather into an early retirement. The Medium Is the Message Media scholar Marshall McLuhan once said that “the medium is the message.” He meant that the medium, or manner, through which the message is transmitted shapes the meaning of the message. Different types of media have different strengths and weaknesses, and how people perceive a story depends on how they receive it. For example, television is primarily a visual media. Strong pictures and video affect
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Unformatted text preview: television viewers more than words, and pictures convey emotion better than arguments or discussion. Television viewers, therefore, are more likely to remember how a story made them feel than the actual details of the story. Print media, in contrast, are better than visual media at communicating details and information. An average newspaper story, for example, contains substantially more facts than a comparable television story. This is not to say that television news is inferior to print media; the two media simply communicate information differently. Example: A debate in 1960 between presidential candidates Richard Nixon and John F. Kennedy demonstrated that the medium truly is the message. Many people listened to the debate on the radio, whereas others watched it on television. Although a majority of radio listeners felt that Nixon had won the debate, a majority of television viewers thought that Kennedy had won....
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