McLuhan’s Tetrad for Modern Media

McLuhan’s (1988) tetrad mode of evaluating media effects provides a solid foundation for gauging the value and impacts of different media developments. However, its relevance to the modern digital age can be seen to wane in light of the increasingly complex interrelations between new media and technologies.

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Digital Interactivity and Creative Control

The growth of interactivity in digital media has made a significant contribution to the democratisation of culture, particularly within the realm of authorship and creative control. The increasing dissolution of the creator-audience barrier, borne of the widespread accessibility of these new digital platforms such as social media, as well as the participatory nature of online communities, has encouraged wider horizons for society to engage with, contribute to, or change messages.

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