Final Essay

Cong Cui
0549227
Tutorial 11
November 29, 2007
CMST 1A03
TA Diego
Sevigny

Half a century ago, Marshal McLuhan declared to the world that all forms of media exist to invest our lives with artificial perceptions and arbitrary values. A man before his time, McLuhan’s social perspective on the emerging trends in human interactions with the media proved to be a lasting contribution as the society progressed into a new electronic era. At the time of their creation, his premises regarding how media would influence the message were considered copious at best. However, social advancement in the fields and integrations of media, technology and internet quickly combined to form a society similar to his original concept of the global village. As society progressed, McLuhan’s theories became recognized for their brilliance and insightfulness. Just as he had predicted, the medium, in this case being the advancement of technology, essentially became an extension of the human body. In the social environment, these artificial extensions create changes in social effect with their mere presence, regardless of their content materials. (McLuhan, 237)
In definition, medium is the channel or means to transmit and communicate. The conventional school of thinking describes medium as a mere container of information. It does not alter, nor contaminate the content. However, in The Medium is the Message, McLuhan reversed the concept by disputing that the medium is not purely a container of certain content, but is a message in itself. The form of the medium and the way the message is delivered will determine how the actual content will be received by its intended audience. (McLuhan, 238) On a broad scale, a medium affects the society, not by the content delivered over the medium, but by the characteristics of the medium itself. Therefore, McLuhan proposed that media themselves, not the content they carry, to be the focus of the study.
McLuhan’s theory of the medium is the message can be explicated in correlation with Alia’s article, Technology and the Circumpolar Village. This particular article addressed the impact of introducing new information technology and medium channels to previously technologically primitive cultures. (Alia, 140) The author used the relatively unexposed Canadian aboriginal community’s experiences with information technology as an example to demonstrate the significance of medium over the actual message. Habitually, aboriginal populations living in remote locations communicated with each other exclusively through the use of direct human contact. The free flow of information was severely limited by the surrounding geographical boundaries. However, with the recent development of information networks in remote territories, the aboriginals had quietly but efficiently reformed their pre-existing model of communication network in order to adapt to the new concept of information highway. The presence of innovative technology such as World Wide Web in these remote areas allowed isolated communities to remain in constant touch with the rest of the world. The local population thrived with the sudden abundance of knowledge made available by the network. Traditional nomadic man to man contacts reduced in usage as the new tech savvy aboriginals preferred to communicate electronically. While the cyberspace connection does not necessarily replace direct human contact, it allowed people’s mind to wander at will free from restrictions. It can be argued that whatever information the aboriginal users chose to view on the new information network is not the catalyst that brought forward drastic changes to their social structure. But in fact, the mere availability of the means to communicate with the outside world delivered the crucial strike that freed the aboriginal community from its limits. Similar to the train station example used in McLuhan’s statement, he argued that the parcels trains carry to a city is the not the sole catalyst that would initiate changes to a city’s outlook. In fact, it is the presence of a fast, reliable transportation network linking the city to other destinations that is the key to revolutionizing the city’s economy. For that reason, the messages being delivered over the new information network does not necessarily hold significant value, but the presence of the network that allowed for such delivery is the focal point of understanding human communications.
Additionally, Alia suggested in her article that internet is an inherently less assimilationist medium compared to television. The internet, with massive numbers of users across the world is rapidly becoming the primary medium of expression for the voices of individuals and groups. With its interactive and descriptive nature, the use of internet allows for more effective communications compared to traditional, one dimensioned technology such as radio and television. Internet usage requires active participation on the part of the user contrast to the pure spectator status observed by television viewers. Despite its advantages, internet comes with its own set of problems. The article acknowledged the fact that with the introduction of internet to aboriginal communities, these once unique cultures began to lose some of their cultural distinctiveness. Slowly but surely, distinct cultures began to lose their own identities with influences from around the world to form a unanimous global identity, thus resulting in McLuhan’s concept of the global village.
According to the course text Understanding Human Communication, there are several factors to consider when a person is delivering a message to another. In the linear communications model, a sender encodes ideas and feelings into a message, and conveys them to a receiver who decodes them. (Adler, Rodman and, Sevigny 14) The authors labeled the method of delivery as the foremost important factor that would lead to changes to the reception of the message. For instance, it is generally frowned upon to end an intimate relationship via e-mail. The e-mail may contain an identical message to what would be relayed in a face to face meeting, but would not achieve the same effect. It is apparent that the sender encodes not only the ideas, but feelings as well into the message. The receiver who decodes the message would understand the written message along with the peripheral information that can be gathered from the sender’s choice of communication channel. Predominantly, the perception of the recipient depends largely upon the manner of which the message is presented. In the case of intimate discussions, direct human contact is regarded as the more personal and suitable method of exchanging communication. The physical close proximity between the communicators in point of fact brings more legitimacy and sincerity to the topic being discussed. In support of McLuhan’s theory, the course text also refers to nonverbal behaviours such as positional postures as other means of medium acting to enhance and clarify the original message. These non-verbal aspects of communication serve as another medium to enhance the effects of the message. In the end, the content is only half as important as the sender’s degree of control over the receiver’s response. Despite the similarity in the meaning of the message, the choice of delivering channel is crucial in order to convey the necessary sentiment. When faced with the decision to choose the appropriate means to relay a message, the sender must consider the alternation in consequences with changes in the presentation manner.
In summary, Marshall McLuhan’s theoretical framework of the medium becoming the message is in agreement with the works of Alia and the readings in the course text. Alia’s examination of the impact of internet on technologically primitive cultures revealed how a community changed with the availability of information technology. She also pointed out how medium plays an influential role in shaping the way we think. The media, charged with the duty to deliver supposedly unbiased information, were found to be in control of what people say and think their choice of communication channel and manner. This resulted in the mass media’s ability to change and control entire human activities in the society. Through the course reading, the authors discussed in detail of the communication model and the different outcomes that would arrive with the same message being presented through different medium. Both writings are in support of McLuhan’s famous theory of the medium becoming part of the message. In essence of his work, McLuhan directed the focus away from the traditionally accepted dialectic response to the rhetoric response. By doing so, he allowed for the shift in perspective from the content of the text to the persuasive strength of the text.
















Works Cited
Adler B., Ronald, George Rodman, and Alexandre Sevigny. “Human Communication: What and Why.” Understanding Human Communication. Ninth Edition. New York: Oxford University Press, Inc., 2006. 14 – 15.

Alia, V. “Technology and the Circumpolar Village.” Introduction to Communication. Ed. Dr. Alexandre Sevigny. Dubuque: Kendall Hunt, 2006. 139 – 152.

McLuhan, M. "The Medium Is The Message." Introduction to Communication. Ed. Dr. Alexandre Sevigny. Dubuque: Kendall Hunt, 2006. 235 – 241.

Sevigny, A. "Lecture No. 4." Introduction to Communication. Ed. Dr. Alexandre Sevigny. October 2007.

All Hail the Quebec...

Strike over $100 dollar tuition hike? Being an Ontario student, I am tempted to wage war on the government with the ridiculous amount of tuition we pay compared to our counter parts in Quebec. Seriously, their tuition is somewhere around $2000/year compared to our roughly $6000 a year. Maybe the francophone students have it right. Going on strike over $100 dollar increases. Maybe that's how they are able to achieve their education and degree at a fraction of our cost. My personal bias and hateful agenda against McMaster's finance department aside. Skipping classes may not have been the best ideas for those students to voice their concern. However, they are making their voices heard, kudos to them for that. After reading this, it does not exactly make me feel better about the 50 ridiculous charges on the bill mailed to me by mcmaster, money going to places I've never heard of. As far as a solution, I personally believes that a standardized tuition across all provinces needs to be reached. There should be no reason why a student attending a school in Ontario are expected to pay a significant amount more or less than a school in a different province. Post-secondary education is supposed to be a federal matter after all.

Watching our comrade in McGill demanding a freeze in tuition.

The Police Strikes Again

Talking about excessive force...Four fully armed, strong RCMP officers chose to taze a non-violent man whose only problem seems to be his inability to speak English. I watched the entire video tape on youtube.com and I invite you to do so as well. What the video displays is an embarrassment to our culture. We pride ourselves on being the polite, reasonable nation compared to the rather savage and authoritarian state south of us. The Romanian man who was murdered showed little aggression if at all. He was clearly frustrated by the fact that no one is unable to understand him. During the entire process, he hadn't made any threatening movement towards spectators, except to once push a chair at the window to show his dissatisfaction. To be honest, I've probably done worse things while angry. There was a woman who approached him, trying to convince him to settle down. She gave the statement later that she was not afraid of him at any point of their encounter. Instead of trying to find a translator and negotiate with the man. The RCMP opted for direct physical confrontation by tazing the man not once, but several times. What could've ended peacefully eventually ended in the man's tragic death.
It's a shame that our national police force lacks better judgment. Tasers have become the new and abused lazy tool for RCMP officers. This new "come along" tool is great for officers like these four and dozen others who have shown a lack common scene or people skills when engaging a situation.

After some research, I've came up with RCMP Use of Force Model. Now you tell me where was the steps between Officer presence and Lethal Force. All I can see is the officers walking in, directed the man to walk away, and shot him.
1. Visualization
2. Officer Presence
3. Partnerships
4. Verbal Interaction
5. Empty Hand Control
6. Intermediate Devices
7. Pressure Points
8. Impact Weapons
9. Lethal Force
Here is a full video of what happened that day.

No Men Allowed?!

Before my fellow men friends run off claiming discrimination, let me finish. This isn't about how we can't get into exclusively female gym where all the hot girls end up. This is about how men rarely make on to gossip magazines compared to women celebrities. Frankly, I never read tabloid magazines, fake nose, fake smiles, fake tits. Superficiality was never one of my favourite subjects. However, this article raises a interesting point. From what I am able to gather every so often when I pass by the magazine stand in front of the cash register at grocery stores, female celebrities dominates tabloid magazine covers. The reason as I see it is quite simple, as stated in the article, women are much more attracted to tabloid news compared to men. They would prefer to read about other women's life because they have more opportunities to relate. In addition, i think our society's notion of "boys will be boys" exclude some male celeb's foul play out of the limelight. What disturbs me however, most of the celebrities who manages to screw up so much to get themselves on the homepage of TMZ.com are considered by many of today's youth as their role models. How would you like your son or daughter modeling themselves after Paris Hilton, or better yet, Britney Spears. As for the celebrity's perspective, no press is bad press, right?

CCA4

A lawyer once told me the sole reason of him becoming a solicitor is to possess the power to write mere letters that will strike fear in the heart of men. Although not usually mentioned in correlation, language is deeply connected with power. As stated by Norman Fairclough, language contributes to the domination of some people over others. One who wields words to their advantage gains the competitive edge over those they wish to control.
The notion of empowerment through mastery of language is self-evident. Doctors, lawyers, and bankers employ jargon not only for job requirements, but to distinguish themselves as extremely knowledgeable of their fields. We tend to attribute higher social status and dominance to those who appear more knowledgeable and linguistically advanced than others. Similarly, politicians frequently hire speech professionals to orchestrate their public speech in order to appear more sincere and influential. When used as a method of persuasion, the mastery of language portrays legitimate authority and successfully places the politician in the favour of voters.
As for my good lawyer friend, language is utilized as a coercion tactic. Lawyers in court employ techniques during cross-examination to intimidate and confuse the witness into admitting self incriminating information regardless of its actual validity. This disparity in rhetorical methods tips the blind balance of justice represented by untrained witnesses in favor of well versed lawyers.
Language then, becomes a powerful tool of both persuasion and intimidation which in turn can be used to acquire positions of higher status and power. While the old adage knowledge is power may hold water, it is the delivery of the knowledge that entitles one to the power promised by knowledge. In the end, a sword is only as powerful as its wielder.

CCA3

“If she starts to lean into you, she wants you” said a friend of mine, a self proclaimed ladies man. While I would never admit to it, he’s quite popular with the opposite sex, due to his ability to decipher their body language. The course textbook refers to messages communicated through body movements as kinesics, the study of all non-verbal communication. While the interpretation of non-verbal behaviour is often overlooked, it remains a fundamental element of human communication everywhere.
Posture messages are fairly obvious to notice. A quick survey of the floor of a nightclub will reveal many well groomed men leaning against a wall holding their drinks across their chest in a position my friend refers to as the “f*** off” position. While this posture is intended to portray dominance and authority, women in the club pick up on this as a means to mask insecurity and discomfort in a social environment. Naturally, they flock towards the center of the club, out of the proximity of these wall flowers.
Consider the same night club, but picture a man who’s dancing and having fun. While he may not be the best looking man, being able to enjoy oneself in such situation portrays a degree of social savvy and comfort with oneself. Women naturally gravitate towards him, who will often be found in the middle of the dance floor and not against a wall. His position in the middle of the room shows he is not afraid of people, and is willing to open up to make new connections with others. It is no surprise, that such a man will receive more indicators of interest from the opposite sex than Mr. “F***Off”.
The fact of the matter is, humans have used gestures to communicate since birth with or without conscious recognition of the messages being sent through our movements. Our bodies are a reflection of our internal states and vice versa. Thus, to truly express the ideas we wish to convey with words, we give credence to our words with our actions.

Apple vs. the rest of the world.

As a poor student who could barely afford his tuition, spending money on music is down way at the bottom of my priority list. It goes something like this, food, rent, booze money… In all honesty, I can not remember the last time I actually paid for recorded music. Maybe when Backstreet Boys was still popular. I’ve been downloading music for free through p2p for ages and don’t really plan on paying for them anytime in the future. For the more ethically inclined individuals who just have to empty their pocket to the music industry corporations, Apple created a new, simple way for them to buy songs from iTune. No matter how I feel about paying for music, you’ve got to admit Apple has showed some genius in their sales design. I have no clue what the NBC executives are talking about, the music industry owns its existence to Apple, with its inventions of iTune and the ever famous iPod. Some traditional companies that used to dominates their own industry need to rethink their entire strategy so that they may remain competitive and survive. Just look at GM, 10 years ago they were the largest auto manufacturer in the world, now they are near bankruptcy. NBC need to rethink their business strategy instead of blaming highly innovative companies like Apple for being too forward thinking.

below is a video of apple's newest product, the iPhone, best selling phone in the US.