Extending Marshall McLuhan – Second Edition
Chapter 30. Radio
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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...
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