Reading & Understanding a Text

 


 In today's session, I was set the task to find and examine a piece of text relevant to my chosen essay question. The question I have chosen involves looking at the role of print media in the digital age.

The extract I will be examining is Graphic Design Theory by Meridith Davis.

  The book starts off with a paragraph that clearly disagrees with the ever decreasing role of print media in todays society. It goes on to say that "the digital revolution distracts designers" and that "computer technology collapsed typesetting, design and photographic processing". Just looking at the language used such as 'distracts' and 'collapsed' I can tell that the author strongly disagrees with technology and its role.

  However, the author then goes on to talk about McLuhan and his theories of electronic media. The general tone of McLuhan's theories is that media has played a very positive role in filling in the gaps and act as a solution to all aspects of design that need resolving. He does mention, however, that print media can have an even stronger effect that digital in some cases. Take the 9/11 attacks for example, memories of the event will be less about the media coverage at the time and more on the devastating images produced and seen for days afterwards.

A short selection of key points...

- For many, memories of the 9/11 attacks on the World Trade Centre are less about any reporting at that moment and more about the iconic imagery replayed for days after. 

- McLuhan's Hot & Cool theory - Theory explains two categories for all media. Radio and Film are hot media and political cartoons and tele are cool medias.

- Another of McLuhan's theories describes a Global Village. This is the idea that because of television, everyone has access to the same information and the same time all over the world. 

- Levinson explains that new media seek to remedy the problems of previous technologies. 

- Thorburn & Kenkins speak about how the graphic design press in the 1980s were preoccupied with debates concerning the loss of traditional craft and designer control du to the introduction of the Macintosh and design software.

Key quotes...

- "Although these circumstances expanded the available information, they did not always promote greater understanding". This referring to the the increasing accessibility of tools and skills to just about anyone who wants them.

- "Electronic media is not just a tool but also a means of social and cultural production"

- "The collision and convergence of old and new produced outcomes that often define particular periods in our technological history"

- "Design educators still ponder the efficacy of introducing students to the computer in their earliest design experiences, rather than focusing on conventional strategies.