sumitgoyal2727 wrote:
solnki0742 wrote:
Kindly explain y thr is option D of 3rd qus.
Kindly explain the meaning of 3rd paragraph??
Since the passage was found difficult by many and I personally loved the literature aspect of it, I take a shot here to explain the the passage as best I can.
1st Para:This guy Marshal McLuhan (calling him Mike here) became popular with his first written book. The theme of his book was that any media,e.g. television, has a power that can make people perceive the work of advertisers/actors in a way opposite to what was intended.
"
One of McLuhan's core theses was that every communication medium, including the television, has inherent effects apart from those that any artist or businessperson willfully creates through it and that these effects are not always positive. "(Imaginary example-not from passage- Suppose an advertiser promotes a particular product 10 times in 2 hours. Such aggressive advertising can have a negative impact on the product even though the intended purpose of the advertisers was only to market their products. That's what Mike told that media can have opposite impact. )
2nd Para gives the example of above thesis. Mike tried to join the advertisers by inventing memorable phrases. Sadly, it was perceived negatively by public.
This is seen in "
Arguably, however, he never expected or even hoped to deflect substantially the tide of the technological and social forces in play at the time". So he finds a solution- Don't go against the situation. Learn how to go with the situation. This is what " He likened the successful reader of his works to the sailor in Edgar Allan Poe's story "A Descent into the Maelstrom," who saves himself by studying a whirlpool and by moving with, not against, its current. " conveys.
3rd Para presents the author's opinion about Mike's thesis "that every communication medium, including the television, has inherent effects apart from those that any artist or businessperson willfully creates through it and that these effects are not always positive. " mentioned in 1st para. He says this theses is both important and insignificant at the same time. How? He gives the example of Internet. After the advent of Internet, the people no longer form stringent negative perception of what is being communicated. In fact, it demands society to broaden its perspective of media channels and examine their impact more closely. Finally, he concludes by saying that media channels can now be used to deliver a single message to diverse audiences under different circumstances.
Hope this all makes sense.
On the other hand, in the present milieu, where media professionals and advertisers tend to speak of "channels" and "content" as well-defined and non-overlapping components of communication, McLuhan's primary message appears to been lost among all the new mediums.
Finally, he concludes by saying that media channels can now be used to deliver a single message to diverse audiences under different circumstances.