Provide a 1000-word critical evaluation of analyzing Marshall McLuhan’s concept of ‘the medium is the message’. (Read chapter 1 in the attachment PDF)
You need to:
Provide a summary of your chosen concept or approach;
Critically evaluate its values and/or limitations; and
Apply it to a real-world example/case study (such as a social/political event, online phenomenon, or a development in the media and communication industries) (Tiktok might be a good example to use?) to help demonstrate your understanding of the concept. Hypothetical narration will NOT be accepted.
This assessment does not require you to do independent scholarly research, but you must cite and engage with the relevant required reading(s). You may also discuss and engage with relevant secondary readings and recommended readings if you wish.
Your assignment will be assessed on the following criteria:
Understanding of task: degree to which the assignment responds to the assignment instructions and requirements as set;
Understanding of content: degree to which the assignment demonstrates understanding of the core theory or concept under discussion;
Engagement with subject materials: quality and depth of the engagement with materials, concepts and/or approaches introduced in the subject;
Argument and analysis: degree to which the assignment constructs a clear, progressive and well-supported argument in line with the scholarly conventions of the task;
Written expression: appropriateness, clarity and fluency of written expression and writing structure; and
Referencing: degree to which the assignment clearly and correctly acknowledges all non-original material through use of a consistent referencing style and adherence to conventions of academic scholarship.
