From Print to Digital: the iChange of the Magazine
In a world where “content is king” (Gates, 1996, para. 1) the material culture that surrounds us is viewed as elements in communication not as communication (Musello, 1992). However, Marshall McLuhan’s (1964) famous aphorism “the medium is the message” (p.7) asks the researcher to consider the medium itself, not the content it carries, as the focus of study (Federman, 2004). The printed magazine with its glossy cover, vibrant images, and captivating pages illustrates how easy it is to focus on the content and overlook the significance of the magazine as a medium. In 2010 with the introduction of the Apple iPad tablet device, users had a new digital magazine to choose from. The sudden shift from print to digital magazine emphasizes a need to study how this new medium affects the end user. McLuhan’s (1964) and Bolter’s and Grusin’s (2000) frameworks applied to analyzing a case study comparing a print and digital magazine reveals that author authority is increasing and user empowerment is decreasing. Further exploration shows that current cultural and social patterns learnt from our online experiences are being strategically ignored in the digital magazines, and that the iPad is not enhancing but replicating a print experience.
History
Degree
- Master of Professional Communication
Program
- Professional Communication
Granting Institution
Ryerson UniversityLAC Thesis Type
- MRP