Lecture 9 - Media Specificity

• Tufte- Powerpoint difficult way to communicate
• Slides are only on for a short period, showing images and bullet points.
• Injustice to mass amounts of information available. 
• The narrative becomes lost
• Powerpoint was developed for business presentations and to sell products. For this, illustrator is fine. The software has been used by academia in the same type of way, but it is ineffective.
• Medium specificity isn't just about the tools that we use it also about us and that we are a particular type of medium, all of the tools that we use are related to the way we think and move
• Poor type and grid lay out

Specificity of Homo sapiens

• large brain
• We have also stood up which means that most of our sensory mechanisms, sight, hearing, smell, taste, touch. This is all in an organ which is eased up off the ground. 

Sight...

Sound...

Smell/Touch...

• Media specificity evolves from old technologies but relates back: Final Cut Pro// Final Cut
• Medium Specifity is different to Media Specificity.
• Movements in influence new movements: concepts govern how media is used in reference to theorists.
• "Medium is the message" Marshall Mcluhan
• "Medium is the massage" This was the book that reinforced this message. The title is initially a typo which was kept due to it illustrating the point Mcluhan was making.
•  Social Extensions
• Film - flashbacks, narrative...
• Transmedia how medias is translated between formats.