EVALUATION OF NEW MEDIA CHANNELS THROUGH MARSHALL MCLUHAN'S TETRAD APPROACH

Seyhan Topçu

Article Details

EVALUATION OF NEW MEDIA CHANNELS THROUGH MARSHALL MCLUHAN'S TETRAD APPROACH

Authors:

Seyhan Topçu

Publisher:

Anadolu University

Main Topics:

İletişim Çalışmaları

Journal:

Kurgu Vol.32 Issue 1, pp.1-19

Document Type:

Article

Publication Date:

11/2024

Document Language:

Turkish

Document ID (Org No.):

2001331434

pISSN:

1309-3487

Keywords:

Abstract:

 Technological determinism, which has taken its place in the theoretical explanations of Communication Sciences, has initiated social studies and explanations with its basic paradigms. With each new technological development, communication has become mass and increased its impact, and these developments have become much more followed and known, especially with the new media channels that have entered our lives with the internet. It is observed that these channels, which are designed based on internet technology and feature primarily interactivity, are widely accepted in the social arena. So much so that the system renders people who do not have sufficient technological literacy or who do not prefer to use these channels inactive and invisible. This situation has opened the door to a cost-benefit analysis on the usage practices and effects of this internet technology-based media. At this point, the Tetrad approach developed by Marshall McLuhan, one of the most important representatives of technology determinism in the world, comes to mind. In this study, based on the questions within the Tetrad approach developed by McLuhan, an analysis was carried out by asking the questions, what it expands, what it displaces, what it compensates for and what it brings back to New Media channels. It has been determined that the usage standards of these channels, whose visual and audio functions, datainformation quantity, usage features and ownership structures have expanded, as well as their interactivity, are largely connected to internet technology, and their impact on social change and life practices has been tried to be explained.

 Technological determinism, which has taken its place in the theoretical explanations of Communication Sciences, has initiated social studies and explanations with its basic paradigms. With each new technological development, communication has become mass and increased its impact, and these developments have become much more followed and known, especially with the new media channels that have entered our lives with the internet. It is observed that these channels, which are designed based on internet technology and feature primarily interactivity, are widely accepted in the social arena. So much so that the system renders people who do not have sufficient technological literacy or who do not prefer to use these channels inactive and invisible. This situation has opened the door to a cost-benefit analysis on the usage practices and effects of this internet technology-based media. At this point, the Tetrad approach developed by Marshall McLuhan, one of the most important representatives of technology determinism in the world, comes to mind. In this study, based on the questions within the Tetrad approach developed by McLuhan, an analysis was carried out by asking the questions, what it expands, what it displaces, what it compensates for and what it brings back to New Media channels. It has been determined that the usage standards of these channels, whose visual and audio functions, datainformation quantity, usage features and ownership structures have expanded, as well as their interactivity, are largely connected to internet technology, and their impact on social change and life practices has been tried to be explained.

 Technological determinism, which has taken its place in the theoretical explanations of Communication Sciences, has initiated social studies and explanations with its basic paradigms. With each new technological development, communication has become mass and increased its impact, and these developments have become much more followed and known, especially with the new media channels that have entered our lives with the internet. It is observed that these channels, which are designed based on internet technology and feature primarily interactivity, are widely accepted in the social arena. So much so that the system renders people who do not have sufficient technological literacy or who do not prefer to use these channels inactive and invisible. This situation has opened the door to a cost-benefit analysis on the usage practices and effects of this internet technology-based media. At this point, the Tetrad approach developed by Marshall McLuhan, one of the most important representatives of technology determinism in the world, comes to mind. In this study, based on the questions within the Tetrad approach developed by McLuhan, an analysis was carried out by asking the questions, what it expands, what it displaces, what it compensates for and what it brings back to New Media channels. It has been determined that the usage standards of these channels, whose visual and audio functions, datainformation quantity, usage features and ownership structures have expanded, as well as their interactivity, are largely connected to internet technology, and their impact on social change and life practices has been tried to be explained.

 İletişim Bilimlerinin kuramsal izahatı içinde yerini almış olan teknolojik determinizm, temel paradigmaları ile toplumsal incelemelere ve açıklamalara ön ayak olmuştur. Her yeni teknolojik gelişme ile iletişim, kitlesel hale gelerek etkisini arttırmış, özellikle internet ile hayatımıza giren yeni medya mecraları ile bu gelişmeler çok daha takip edilir ve bilinir hale gelmiştir. İnternet teknolojisi temel alınarak dizayn edilen ve başlıca etkileşimlilik niteliğine sahip bu mecraların toplumsal alanda ciddi seviyede kabul görmüş olduğu ve her geçen gün pek çok farklı alanda kullanıldığı gözlenmektedir. Öyleki yeterli teknolojik okuryazarlığı bulunmayan ya da bu mecraları kullanmayı tercih etmeyen kişileri sistem, kendi içinde atıllaştırmakta ve görünmez kılmaktadır. Bu durum internet teknolojisi temelli bu mecralar üzerinde kullanım pratikleri ve etkileri üzerinde bir fayda-zarar analizi yapılmasına kapı aralamıştır. Tam da bu noktada teknoloji determinizminin dünyada en önemli temsilcilerinden biri olan Marshall McLuhanın geliştirdiği yaklaşımlar akla gelmektedir. İnternet teknolojisinin zemin oluşturduğu yeni medya mecraları McLuhanın geliştirdiği tetrad yaklaşımı üzerinden değerlendirilerek nitelikleri ve etkilerinin tespit edilmesi sağlanabilecektir. Bu çalışmada McLuhanın geliştirmiş olduğu Tetrad yaklaşımı bünyesindeki sorulardan hareketle internet teknolojisinin aracılığındaki Yeni Medya mecralarına neyi genişlettiği, neyi yerinden ettiği, neyi telafi ettiği ve neyi geri getirdiği sorularının sorulması suretiyle toplumsal değişim ve yaşam pratiklerine nasıl bir etkisi olduğu açıklanmaya çalışılacaktır.

Article Details

EVALUATION OF NEW MEDIA CHANNELS THROUGH MARSHALL MCLUHAN'S TETRAD APPROACH

Authors:

Seyhan Topçu

Publisher:

Anadolu University

Main Topics:

İletişim Çalışmaları

Journal:

Kurgu Vol.32 Issue 1, pp.1-19

Document Type:

Article

Publication Date:

11/2024

Document Language:

Turkish

Document ID (Org No.):

2001331434

pISSN:

1309-3487

New Media

Internet Technology

Digitalization

Technological Determinism

TetradYeni Medya

Teknolojik Determinizm

Tetrad

İnternet Teknolojisi

Issues

Article Details

Authors: Seyhan Topçu

Publisher: Anadolu University

Main Topics: İletişim Çalışmaları

Journal: Kurgu Vol.32 Issue 1, pp.1-19

Document Type: Article

Publication Date: 11/2024

Document Language: Turkish

Document ID (Org No.): 2001331434

pISSN: 1309-3487

Issues

Authors:

Seyhan Topçu

Publisher:

Anadolu University

Main Topics:

İletişim Çalışmaları

Journal:

Kurgu Vol.32 Issue 1, pp.1-19

Document Type:

Article

Publication Date:

11/2024

Document Language:

Turkish

Document ID (Org No.):

2001331434

pISSN:

1309-3487