1. Media Communication
Prague – VŠFS- 2015

2. primary orality

3. bibl.
Walter Ong, Orality and Literacy. The Technology of the Word, London-New York,1982.

4. Memory

5. Bible: John 1:1
„In the beginning was the Word, and the Word was with God, and the Word was God.“

6. collective memory

7. WRITING
The Gutenberg Galaxy: The Making of Typographic Man

8. Stages Civilization of New Europe: 6000-5000 BCE Sumer: 5000-4500 BCE
Egypt: 3000 BCE (Papyrus)
China: 1500 BCE (Paper II cent. CE)
India, America

9. alphabet Semitic people:1700-1500 BCE (Syllables)
Phoenicians: BCE (no vowels, 22 characters or graphemes)
Greeks: 800 BCE (25 characters)
Arabs: 400 CE (Parchment)

10. Fall of Rome
middle age monasteries

11. Universities

12. China – 900 BCE
Rome

14. phonetic alphabet

15. Harold Innis (1894-1952) Professor of political economy at the University of Toronto

16. Eric A. Havelock (1903-1988) professor at the University of Toronto
The Muse Learns to Write: Reflections on Orality and Literacy from Antiquity to the Present. New Haven: Yale University Press, 1986.

17. Patterson, Graeme. (1990) History and Communications: Harold Innis, Marshall McLuhan, the Interpretation of History. Toronto: University of Toronto Press.
MML (1962) The Gutenberg Galaxy: The Making of Typographic Man. Toronto: University of Toronto Press.

18. interiorization

19. Derrick de Kerckhove (* 1944)
La civilisation vidéo-chrétienne [Video Christian Civilizion] (1990)

20. Johannes Gensfleisch zur Laden zum Gutenberg (1398-1468)

21. Gutenberg Bible (Mainz, Germany, 1450s. Forty-eight copies)

22. Incunable or fifteener

23. Incunable or fifteener
Bernhard von Mallinckrodt De ortu et progressu artis typographicae ("Of the rise and progress of the typographic art"), Cologne 1639: “books and broadsheets printed before 1500”

24. Language (in the age of the press)
accuracy of spelling and grammar
language becomes less fluid and more standardized
simplification of the meanings
agony of aphorisms and allegories
each word is fixed in the mental space

25. The copyright era....
Individualism
Signature
Linearity
Patent

26. Growth of the number of readers

27. economic factor

28. Reading reading speed overtakes the oral pronunciation
the sight is isolated from the other senses

29. Press = Development of science

30. Euclidean geometry fragmentation of experience push for specialization
elimination of the resonance between the context and the observed objects
counts only linear causality: chain cause and effect
reduction of all qualities in visual language, mathematically quantifiable; reduction in diagrams of all the non-visual processes of the mind
emphasis on the visible, tangible and repeatable evidence

31. dominant logic
only the data presented in a linear way and quantifiable are rational
the reason separates itself by space, time and even its existence
Subjectivism (subjective experience as fundamental of all measure and law)

32. Society National identity (later nationalism)
Crystallization of the national languages
Centralized bureaucracy
Education
modern nation state
Industrialization
Protestant Reformation

33. change of human psychology
separation of thought from the immediate reality
visual space deeply internalized
domain of sight
the intellect becomes a cold machine
Tolerance
homogeneity

34. electrical media Telegraph 1795-1832 Facsimile 1843-1861
Wire
WIRELESS
Telegraph
Facsimile
Telephone
Coaxial cable 1880
Fiber Optics
Radio
Television
Satellite
Free Space Optics 1960s

35. Cont.
Phonograph-1887
Cinema-1895
Videotape-1975
DVD-1993

36. television

37. Marshall McLuhan ( )
1964 Understanding Media: The Extensions of Man; 1st Ed. McGraw Hill, NY; reissued by MIT Press, 1994, with introduction by Lewis H. Lapham; reissued by Gingko Press, 2003 (McLuhan, H., M. (1991): Jak rozumět médiím: extenze člověka. Praha: Odeon).

39. Come back of orality
Primary orality
Secondary orality

40. acoustic perception books are no more the dominant technology
the spoken word is advantaged over to the written word
New media = multisensoriality
Acceleration = imultaneous and instantaneous information

41. Marshall McLuhan
The Middle Ages is a universe dominated by the acoustic and balanced space

42. The Digital Age

43. The Digital Age
transition from analogue to digital (use of the binary system)
computerization of systems of communication
creation of integrated multimedia networks

44. Analogue x digital

45. Analogue x digital

46. Analogue x digital

47. Digital x Analogue

48. Charles Babbage (UK )

49. Internet 1969 ARPANET 1990 NSFNET 1993 WWW Mosaic
1994 HTML (HyperText Markup Language)

50. hypertext
nodes

51. Claude Elwood Shannon : 1948, Pak: Claude E. Shannon, Warren Weaver
Claude Elwood Shannon : 1948, Pak: Claude E. Shannon, Warren Weaver. The Mathematical Theory of Communication. Univ of Illinois Press, ISBN

52. Claude Elwood Shannon (1916–2001)

53. Roman Jakobson, (Роман Осипович Якобсон, 1896 Moskow – 1982 Boston, USA)

54. Harold Dwidth Lasswell (1902 – 1978)
Who (says)
What (to)
Whom (in)
What Channel
(with) What Effect

55. George Herbert Mead (1863-1931)
Symbolic interactionism

56. Martin Buber ( )
“When two people relate to each other authentically and humanly, God is the electricity that surges between them.“

57. Edward Twitchell Hall, Jr. (16.5.1914 – 20.6. 2009)
Proxemics
Intimate distance - to 60 cm
Personal distance (good friends) - to 1,2 m
Social distance – to 3,6 m
Public distance - 3,6 m or more

58. Ferdinand de Saussure CH (1857–1913)
signifié (signified označované)
signifiant (signifier označující)

59. Charles Sanders Peirce, USA (1839 –1914)
Interpretant
Sign Object
The sign's way of denoting its object 
ICONS
INDEXES
SYMBOLS

60. Charles Sanders Peirce

61. Charles W. Morris (USA - 1901-1979)
Syntactics relations
Semantics relations
Pragmatics relations

62. Spain

63. Denotation

64. CONNOTATION

65. CONNOTATION

66. CONNOTATION

67. Roland Barthes (1915-1980) Denotation Connotation
Ideology=SECONDARY SEMIOTIC SYSTÉM based on principe of connotation
Myths are the dominant ideologies of our time

68. Text ?

69. Text: subject of communication

70. potential sign

71. Interpretant
Sign Object

72. signifié (signified)
signifiant (signifier)

73. I LOVE YOU!

74. I LOVE YOU …

75. Ivor Armstrong Richards (1893-1979)
The Meaning of Meaning: A Study of the Influence of Language upon Thought and of the Science of Symbolism. Co-authored with C. K. Ogden. With an introduction by J. P. Postgate, and supplementary essays by Bronisław Malinowski, 'The Problem of Meaning in Primitive Languages', and F. G. Crookshank, 'The Importance of a Theory of Signs and a Critique of Language in the Study of Medicine'. London and New York, 1923.

76. Pragmatics of Human Communication: Paul Watzlawick (1921-2007)
Mental Research Institute (MRI) - Palo Alto - California
One cannot not communicate.

77. Digital and analog
Human communication involves both digital and analog modalities: Communication is successful when (in terms of addressee) there is a consensus between digital (verbal) and analog (non-verbal) component of communication

78. Symmetric and complementary
Inter-human communication procedures are either symmetric or complementary
Symmetric: equal power between communicators
Complementary interchange: interaction based on differences in power

79. Inference (process of deriving logical conclusions from premises known or assumed to be true)
All apples are fruit. (Correct)
Bananas are fruit. (Correct)
Therefore, bananas are apples. (Wrong)
All tall people are Greek. (False)
John Lennon was tall. (True)
Therefore, John Lennon was Greek. (False)
So: the law of cause and effect
Is NOT VALID!

80. Communication is like a PUN (Kalambúr):
Did you hear about the guy whose whole left side was cut off? He's all right now.
I wondered why the baseball was getting bigger. Then it hit me.
I'm reading a book about anti-gravity. It's impossible to put down.
It's not that the man did not know how to juggle, he just didn't have the balls to do it.
I used to be a banker but I lost interest
Did you hear about the guy who got hit in the head with a can of soda? He was lucky it was a soft drink.
I'm glad I know sign language, it's pretty handy
I don't trust these stairs because they're always up to something.
I couldn't quite remember how to throw a boomerang, but eventually it came back to me.
My friend's bakery burned down last night. Now his business is toast.
Koza polyká meče.
Ženu holí stroj.
Myslím na Daně.
Spěchám, dejte mi bič a ženu. Tumáš lesní žínku.
Pánové, nežeňte se.
V Praze se vyhněte Štvanici. A z těsta.
Ženám tuplák Al.
Vyžeňte krávu.
Tak na oko vy berete!
Z obratu trpaslík; s obrazem spadla.
A ten vozík táhl jak? Ano.
Lež, má krátké nohy.

85. Sir Thomas Lawrence (1769 – 1830): Pinkie (1794)
Isaac Asimov ( ) "Pun is the highest form of the spirit „
Punk: „Unknown etymology!“

86. We provide guidance

87. Stuart Hall (* 1932-2013) Kingstone (Jamaica)
Encoding/Decoding Model of Communication
Dominant/Hegemonic Position
Negotiated Position
Oppositional Position
Encoding and Decoding in the Television Discourse. Birmingham: Centre for Contemporary Cultural Studies, 1973

88. communication as re-creation of reality
Rhetoric
Psychoterapy
Ritual (James w. Carey)

89. A----------------------------͢B
Transmission
A ͢B

90. ritual view of communication:
Community, sharing, participation
communication is a symbolic process in which the reality is created
Reality: created, maintained, modified and transformed

91. Transmission
Ritual
Basic metaphor
transport
ceremony
Role of participants
sender and recipient
created and re-created
Success. How?
accuracy of transmission
sharing of experiences
Basic mission
influence the space
maintain a community over time