Show Less
Restricted access

Understanding New Media

Extending Marshall McLuhan – Second Edition


Robert K. Logan

Marshall McLuhan made many predictions in his seminal 1964 publication, Understanding Media: Extensions of Man. Among them were his predictions that the Internet would become a «global village,» making us more interconnected than television; the closing of the gap between consumers and producers; the elimination of space and time as barriers to communication; and the melting of national borders. He is also famously remembered for coining the expression «the medium is the message.» These predictions form the genesis of this updated volume by Robert K. Logan, a friend and colleague who worked with McLuhan. In this second edition of Understanding New Media Logan expertly updates McLuhan’s Understanding Media to analyze the «new media» McLuhan foreshadowed and yet was never able to analyze or experience. The book is designed to reach a new generation of readers as well as appealing to scholars and students who are familiar with Understanding Media.
Show Summary Details
Restricted access

Chapter 30. Radio


← 246 | 247 →

· 30 ·


Content and extension: Radio, the content of which is music and the spoken word, extends the ear. The musical content of radio is rarely live but most often recorded music.

Cascade: From the spoken word to the microphone or from recorded music to the amplifier and then to the radio transmitter to the radio receiver to the ear for broadcast radio. For Web radio or satellite radio the output signals from the radio caster go via the Web or a satellite.

LOM: Radio enhances access to a mass audience, obsolesces conversations around the pot-bellied stove, retrieves the tribal pow-wow, and reverses into background sound.

30.1  Impact of “New Media” on Radio

The “new media” have had an enormous impact on how listeners access radio and what content they can receive, but it has not changed the basic appeal of radio, namely its intimacy and its ability to create an environment for the listener in which they feel at home even if they are out in public or at work ← 247 | 248 → where they can tune in to a radiocast. I use the term “radiocast” to embrace all the forms that disseminating radio programming now takes. The original form of transmission, namely broadcast, is still a force to be reckoned with, but it no longer completely dominates radio transmission the way it once did. Now there are various forms of radio transmission including...

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.