______, who is famous for the phrase "the medium is the message" and is the proponent of the media theory on technological determinism, believed that society is driven by changes in media and communication technology. He explained also that society adapts to advance in technology, thus, changing cultural, political and even historical aspects of that society. The picture illustrates ______'s (1962) view of the evolution of media and communication technology.

Marshall McLuhan

Marshall McLuhan, who is famous for the phrase "______" and is the proponent of the media theory on technological determinism, believed that society is driven by changes in media and communication technology. He explained also that society adapts to advance in technology, thus, changing cultural, political and even historical aspects of that society. The picture illustrates McLuhan's (1962) view of the evolution of media and communication technology.

the medium is the message

A _____ emerges from an older form has its features and format primarily patterned from that it followed.

media form

The ____ is not exactly an original concept but rather a hybrid or derivative of the older forms such as print media, broadcast media, and film. Mobile phones are built on the old idea of telephones, smartphones and tablets.

internet

In the language of McLuhan, "_____" refer to forms requiring little involvement from the audience and examples include film and television.

hot media

"____" are those with high level user interactivity, where the experience is more dynamic and the audience is more involved. Media forms that utilize animation, like video games, or provide participation, like online media platforms, are examples of _____. Milestone in Media Evolution

cool media

For McLuhan, three most significant inventions in communication would be the _____, ______, and ____. Each of them linked one period to another. In the media map shown there are four main periods in the history of communication.

phonetic alphabet, the printing press, and telegraph

It begins with the t_____ where hearing was the predominant and most valuable sense of reception.

tribal age

The next period is the ______ where the sense of sight was dominant. If the tribal age was high acoustic, the literate age was highly visual. This is because the invention of alphabet, allowing humans to learn to read.

literacy age

The printing press was invented in the _____, which meant mass producing written texts. Having more copies of these texts gave humans the liberty to read them at their own pace and to share them to others.

printing age

The _____ was invented in the printing age, which meant mass producing written texts. Having more copies of these texts gave humans the liberty to read them at their own pace and to share them to others.

printing press

The idea of McLuhan in “_______", a community where everyone in the world is interconnected through media was evident in the electronic age.

global village

The idea of McLuhan in “global village", a community where everyone in the world is interconnected through media was evident in the ______.

electronic age

In this period, the _____ was invented which paved the way to the invention of more recent technologies such as telephone, television, mobile phone, and the internet.

telegraph

In addition to the media map of history are two other time periods not covered in McLuhan's periodization. One is _____ when the world entered into a new media experience in the 21st century and also known as theme digital or new media age.

information age

Digital technology and internet become pervasive, thus, pushing the world to enter the _______.

infrastructure age

According to Winston (1986) _____ is still in control of technology and innovations over time do not dictate how it must adapt and function in relation to these technologies.

society

Contrary to the idea technology affecting change the society, ______ explains that culture and society shapes technology.

cultural determinism