In the video McLuhan defines Medium as the message
Modality is the relative credibility and authoritaveness invested in written statements. In the article, it states that when the medium is changed there is always a shift in modality. a journal entry usually becomes the original while a news or tv report becomes secondary.
“Sometimes what is being communicated is less important than the particular medium through what is being communicated”. When content is communicated through different ways it changes people and society. He used a great example when stating that oral based cultures and print based cultures are very different. This is because the dominant sense organ, it shifts from eyes to ears, changing the way you may interpret something.
Medium is connected to genre because you have to know what message you are communicating to be able to choose the correct genre for your work. Modality is connected to genre because when choosing a genre you have to have to be credible to write certain things about people, like biographies for example.
Medium is connected to audience because you always want to have a clear message for your audience. Modality is connected to audience because it is important that your audience deems you credible.
Medium is connected knowledge because it is imperative that you have knowledge to get your message across. Modality is connected to knowledge because you the amount of knowledge you attain will make for a better piece of work.
Medium is connected to rhetorical situation because the atmosphere you set up for your audience will determine the reason you are trying to get a message across. Modality is connected to rhetorical situation because the setting is important when trying to see how the time period relates and makes for a credible piece of work.
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