The purpose of this assignment is to investigate Facebook and YouTube as communication media and contrast the two.

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CSci 489/689, fall, 2018 Assignment #3, Part 1, on Social Media The purpose of this assignment is to investigate Facebook and YouTube as communication media and contrast the two. Since social media is so important today, this is a two-part assignment, with this piece being part 1. There are 50 points for each part. In our times, computing, networking, and media are intertwined. Social media are very actively used. Consider the following bar chart from https://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/ that shows, for example, that in Q2 of 2018 nearly 2.25 billion people use Facebook each month. The chart also shows the phenomenal growth rate of Facebook usage. On any given day, approximately 1.47 billion users are active. Among millennials (15 -34 year olds), approximately 91% use Facebook. In 2018, the average number Facebook friends for women is 166, and for men, 145. These data, along with the word “social” in the phrase “social media,” reveal that systems like Facebook are the primary social impact forces of our time. YouTube is very widely used for video content. But since Facebook began emphasizing video, Facebook and YouTube are direct competitors. Data on Facebook versus YouTube is covered on many sites, including these links: https://www.forbes.com/sites/theyec/2018/04/30/facebook-vs-youtube-for-marketingvideos-whats-the-difference/#3cb8136a363d https://moz.com/blog/facebook-vs-youtube There is also heavy use of many other systems, such as Twitter, and Google. In addition, there are now probably around 700 million smart TV sets connected to the internet across the world. The graphic bellows shows the percentage of web traffic attributable to mobile phones over the past few years. Movie ticket sales are still also prominent. The graphic below on movie theater tickets sold annually in units of millions of tickets comes from https://www.statista.com/statistics/187073/tickets-sold-at-the-north-american-box-office-since-1980/ In addition to the theater tickets sold, many more people view movies at home sourced from online systems like Netflix. These data underscore how pervasive multiple kinds of media are in our society, and how media is intertwined with networking and computing. In this assignment you are to research the societal effects of communication media as it applies to Facebook and YouTube and produce a report. To provide some structure to your investigation, the four effects (or laws) of media traceable to Marshal McCluhan are insightful. Basically, the four effects are: 1) Enhancement, which asks the question of what the medium intensifies or extends. For example, a telescope or microscope can be viewed as providing enhancement of the human eye. 2) Obsolescence, which concerns what the medium pushes out of prominence. For example, the invention of the automobile pretty much made ground transportation using horses obsolete. Obsolescence need not mean that the old is completely gone, but does mean that the prominence of the old is greatly reduced. 3) Retrieval, which recovers what has been lost. For example, consider how many societies functioned in a very local “tribal” sense long ago, with each tribe possessing a strong cultural identity and even governance structure that separated them from other groups. Many modern communication media (e.g., smartphones, location-aware devices, and internet) in some sense retrieve tribalism by providing the potential for online communities to form independently of geography. 4) Reversal, which is the opposite of enhancement, and concerns problems or unforeseen consequences that could appear as the medium evolves. For example, toward the end of World War II, nuclear energy and the atomic bomb in particular, was viewed as a good thing that greatly enhanced the ability to end a horrific war. Yet in following years and decades, nuclear technology has largely done the reverse, due to disasters (e.g., Chernobyl) and adding stress to international relations. The outline to use for the report is literally given below. Report length should be on the order of three pages. REPORT OUTLINE Report Title: Four Questions of Media in Annotated Tetrads for Facebook and YouTube 1. Introduction As in any Introduction to a document, here you provide a succinct idea of what the paper is about and prepare the reader for what follows. Include a paragraph or two that provides some basic explanation of the four questions of Marshall McCluhan. The four questions (sometimes called laws or effects) are EXTEND, REVERSE, RETRIEVE, and OBSOLESCE 2. The Facebook Tetrad and Notes Here is the place for the Facebook Tetrad. Doing a good job requires researching and understanding principles of communication theory as well as information about Facebook. Most of the research can be from reading on the web, but if you want to interview or survey some people about the items, that is also fine. For each item in the Tetrad, include a footnote that provides an explanation backing up and justifying the item. This can be short, just a sentence or two. A citation in a footnote is good, in which case there would be references at the end of your report. When considering items for each category, think in terms of the three primary distinguishing concepts: Scale, Pace, and Pattern. Carefully note: you don’t need to actually draw as tetrad figure. For example, you could just have an inline subsection paragraph for each for each of the four parts of the tetrad. 3. The YouTube Tetrad and Notes Here is the place for the YouTube Tetrad. Doing a good job requires researching and understanding principles of communication theory as well as information about YouTube. Most of the research can be from reading on the web, but if you want to interview or survey some people about the items, that is also fine. For each item in the Tetrad, include a footnote that provides an explanation backing up and justifying the item. This can be short, just a sentence or two. A citation in a footnote is good, in which case there would be references at the end of your report. Carefully note: you don’t need to actually draw as tetrad figure. For example, you could just have an inline subsection paragraph for each for each of the four parts of the tetrad. 4. Comparison of Facebook and YouTube from a media perspective In this place you are to write a paragraph or two that contrasts Facebook and YouTube, in terms of pieces that you have created for the two tetrads. Be specific. For example, one of the articles referenced about Include information on innovations of the two media and their relative impacts on society. SOME RESOURCES TO CONSIDER USING To get you started on the reading, here is some information and links to articles to read: 1. The work of communication theorist Marshall McLuhan (1911-1980). Professor Marshall McCluhan is famous for having written several books on communication theory and having coined the phrases “The Global Village” and “The Medium is the Message.” He invented Tetrads, along with his son. Although he lived prior to the internet and social media and never used a smart phone or a computer, his insight into the understanding and meaning of media and technology were ahead of his time. Here are six readings concerning the work and ideas of Marshall McCluhan: a. https://en.wikipedia.org/wiki/Tetrad_of_media_effects b. What is the Meaning of The Medium is the Message? by Mark Federman Chief Strategist McLuhan Program in Culture and Technology. http://individual.utoronto.ca/markfederman/article_mediumisthemessage.h tm c. Marshall McLuhan, his life and work, available at http://www.dw.de/marshall-mcluhan-his-life-and-work/a-15253340 d. The four laws of media. One site is found at http://www.provenmodels.com/18/four-laws-of-media/marshall-mcluhan/ e. A site in which the four laws are applied to the internet, is found at http://www.media-studies.ca/articles/mcluhan.htm f. http://www.media-studies.ca/articles/mcluhan.htm Here are three readings with analyses on the social and ethical effects of media g. http://smallbusiness.chron.com/negative-effect-social-media-society-individuals27617.html h. https://nypost.com/2017/11/04/our-smartphone-addiction-is-killing-us-study/ i. https://www.recoveryways.com/the-negative-effects-of-smartphones/ Here is an example Tetrad for the Internet, taken from “Laws of Media: The Internet”, Martin Soules, “McLuhan Light and Dark” https://www.media-studies.ca/articles/mcluhan.htm
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Explanation & Answer

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OUTLINE
INTRODUCTION
BODY
CONCLUSION
REFERENCE


Running head: COMMUNICATION MEDIA

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Communication Media
Name
Institution

COMMUNICATION MEDIA

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Facebook vs. YouTube
Introduction
The article discusses the comparison of Facebook and YouTube as the current social
media platforms undergoing stiff competition towards another regarding the video uploads. The
paper also based its comparison for the two Medias on the four rules of Marshall McLuhan
which includes enhancement, obsolescence, retrieval, and reversal. Enhancement tetrad
considers what Facebook and YouTube intensify or extends. The obsolescence law considers
what YouTube and Facebook push external to the prominence like reduction of the old
performances. Retrieval law recognizes recovery of what the two sites have lost such retrieval of
tribalism and formation of independent communication potential. Reversal law concerns the
issues and non-identified effects of Facebook and YouTube appearing with the evolvement of
media usage. The paper, therefore, describes Facebook and YouTube comparison based on the
tetrad notes.
Facebook Tetrad and Notes
Facebook is among the current social media platforms which provide individuals with
excellent communication styles, with the provision of the room for sharing ideas, pictures, videos
or any information to different people within several locations. Considering Facebook th...


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