4: Medium as Modality

 
Message
Feedback
  Frequency Percent Frequency Percent
Audio signals (sound) 93 55.7 65 38.9
Visual signals (sight) 150 89.8 84 50.3
Touch 38 22.8 22 13.2
Smell 16 9.6 8 4.8
Taste 11 6.6 4 2.4
 
Message
Feedback
  Frequency Percent Frequency Percent
Audio non-verbal signs 89 53.3 64 38.3
Spoken language 82 49.1 58 34.7
Music 39 23.4
Applause or audio analog 25 15.0
Static visual non-verbal signs 127 76.0 46 27.5
Dynamic visual non-verbal signs 75 44.9 52 31.1
Apparel 103 61.7    
Costumes 51 30.5    
Uniforms 28 16.8    
Orientation 74 44.3 41 24.6
Written language 107 64.1 49 29.3
Electronic signals 32 19.2 10 6.0
Electronic automated acknowledgement     19 11.4
Market behavior     86 51.5

5: Medium as Interface

  Frequency Percent
Propinquity of consumption/performance interface 79 47.3
Propinquity of performance/production interface 96 57.5
Portable performace interface 96 57.5
Portable production interface 74 44.3
Portable consumption interface 84 50.3
Interruptive summons signal 20 12.0
Creator on-switch 61 36.5
Consumer on-switch 51 30.5
Consumer keypad 42 25.1
Creator keypad 61 36.5
Consumer channel selector 14 8.4
Creator channel selector 5 3.0
Volume control 54 32.3
Consumer display 41 24.6
Creator display 59 35.3
Microphone 49 29.3
Propinquitously located speaker 34 20.4
Remotely located speaker 38 22.8
Creator stylus 96 57.5
Consumer stylus 27 16.2
Camera 32 19.2
Electronic Interface Manager 62 37.1

7: Medium as its Participants

  Frequency Percent
Publisher/producer 96 57.5
Selector/gatekeeper 75 44.9
Director 75 44.9
Representitive 59 35.3
Performer 50 29.9
Transcriber/Recorder 52 31.1
Content Editing 57 34.1
Advertiser 59 35.3
Content Integrator 74 44.3
Reproducer 65 38.9
Production support 102 61.1
Distributor/Carrier 87 52.1
Retailer 89 53.3
Collector 53 31.7
Critics 63 37.7
Financial management 95 56.9
Investors 63 37.7
Regulators 35 21.0

8: Medium as Control

  Frequency Percent
Centralized controls 105 62.9
Diffused controls 93 55.7
Assymetric controls 94 56.3
Creator initiates 71 42.5
Consumer Initiates 108 64.7
Creator closes 64 38.3
Consumer Closes 117 70.1
Consumption Independent of Opening 81 48.5
Consumption Independent of Closing 95 56.9
Mediator control 79 47.3
Creator Control 62 37.1
Receiver Control 77 46.1

9: Medium as Right and Responsibility

  Frequency Percent
Copyright ownership 80 47.9
Proprietary knowledge 51 30.5
Audience Anonymity 74 44.3
Professional participants 96 57.5
Performance anonymity 98 58.7
Professional ethical standards apply 18 10.8
Creator access censorship 55 32.9
Distribution (Consumer) Access Censorship 26 15.6
Message has legal standing 16 9.6
Editorial policy 81 48.5
User copy ownership 65 38.9

Chapter 11: Medium as Technology

  Frequency Percent
Human Memory 36 21.6
Paper or analog 66 39.5
Message Manufacture 37 22.2
Computer-mediated 36 21.6

Chapter 12: Medium as Memory

  Frequency Percent
Edition is renewable 71 42.5
Asynchronous access 88 52.7
Bookmarks possible 75 44.9
Random access 50 29.9
Indexing 43 25.7
Paper storage 73 43.7
Photoemulsive storage 19 11.4
Electronical storage (electronic, magnetic, photonic) 38 22.8
Prerecorded elements 121 72.5
Fully prerecorded 87 52.1
Natural transcript 68 40.7

Chapter 13: Medium as Channel

  Frequency Percent
Active transmission 139 83.2
Synchronous two way transmission 50 29.9
Point to point transmission (addressing) 60 35.9
Physical transport 47 28.1
Postal Delivery 32 19.2
Printing 51 30.5
Broad distribution (broadcasting) 52 31.1
Wiring or analog 51 30.5
Radio transmission 18 10.8
Electronic mediation 63 37.7

Chapter 14: Medium as Market

  Frequency Percent
Creator message/edition/performance investment 75 44.9
Production investment 81 48.5
Consumer message/edition/performance cost 49 29.3
Infrastructure investment 66 39.5
Resellers 74 44.3
Consumer service investment 49 29.3
Usage charges 42 25.1
Feedback usage changes 53 31.7
Creator software 42 25.1
Intermediary software 49 29.3
Consumer software 21 12.6
Creator equipment 129 77.2
Intermediary equipment 99 59.3
Consumer equipment 60 35.9
Consumer feedback entails equipment 58 34.7
Advertized 108 64.7
Advertizing 64 38.3
Creation facilities 102 61.1
Intermediary facilities 118 70.7
Production facilities 96 57.5
Retail facilities / Retail facilities 38 22.8
Exhibition facilities 76 45.5
Consumption facilities 64 38.3

Chapter 16: Medium as Ritual

  Frequency Percent
Formal opening ritual 106 63.5
Greeting ritual 79 47.3
Personalized greeting ritual 60 35.9
Formal closing ritual 87 52.1
Intermediary rituals 59 35.3
Leave taking ritual 77 46.1
Personalized leave taking ritual 58 34.7
Consumer Preparation 40 24.0
Creator responds 91 54.5
Creator interacts 52 31.1

Chapter 17: Medium as Structure

  Frequency Percent
Consistent Title 75 44.9
Mutual recognition 61 36.5
All consumers creators 72 43.1
Consistent Format 105 62.9
Linear structure 88 52.7
Coordinated and synchronized performances 53 31.7
Interactive structure 70 41.9
Hyperlinear references 46 27.5
Multiple "stories" per edition 46 27.5
Parallel unrelated component messages 33 19.8
Performed in stages 106 63.5
Turn taking 51 30.5
Date stamp 83 49.7
Time stamp 47 28.1
Return address 24 14.4
Signature 34 20.4
Wrapper or packaging 37 22.2
Enables personal relationships 94 56.3
Feedback flows directly to creator 86 51.5
Immediate feedback (in message) 71 42.5
Feedback occurs via another medium 79 47.3
Rule-making synchrony 34 20.4

Chapter 18: Medium as Performance

  Frequency Percent
Live performances 78 46.7
Real-time dynamic performances 50 29.9
Part of Performance 83 49.7
Transcript revision in performance 65 38.9
Performance scheduled 90 53.9
Performance on demand 51 30.5
Performance negotiated 39 23.4
Message custom to individual 106 63.5

Chapter 19: Medium as Production

  Frequency Percent
Formal production 120 71.9
Planned 118 70.7
Structured 110 65.9
Scripted 50 29.9
Drafts 74 44.3
Casting 38 22.8
Rehersals 33 19.8
Tryouts or beta tests 43 25.7
Requirements gathering 66 39.5
Information gathering 71 42.5
Production access censorship 54 32.3
Audience size ratings 57 34.1
Grading system 58 34.7
Content rating system 40 24.0

Chapter 21: Medium as Time Machine

  Frequency Percent
Exact reproduction possible 76 45.5
Message length measured 110 65.9
Message timed 69 41.3
Message reproduction possible 129 77.2
Regular Period 44 26.3
Continuously regular 50 29.9
  immediate or none seconds tens of seconds minutes tens of minutes hours days weeks months years decades centuries to indefinate
  -.80 .00 .56 1.00 1.56 2.78 3.25 3.61 4.22 4.78 5.34 6.00
  N % N % N % N % N % N % N % N % N % N % N % N %
Message creation time 10 6.0 32 19.2 7 4.2 58 34.7 17 10.2 10 6.0 9 5.4 21 12.6 3 1.8 0 0 0 0 0 0
Message persistence 41 24.6 9 5.4 0 0 3 1.8 0 0 6 3.6 3 1.8 9 5.4 57 34.1 25 15.0 8 4.8 6 3.6
Performance speed 0 0 6 3.6 4 2.4 83 49.7 23 13.8 16 9.6 11 6.6 21 12.6 3 1.8 0 0 0 0 0 0
Edition speed 0 0 3 1.8 4 2.4 39 23.4 16 9.6 29 17.4 19 11.4 53 31.7 4 2.4 0 0 0 0 0 0
Transmission speed 67 40.1 27 16.2 6 3.6 16 9.6 1 .6 47 28.1 3 1.8 0 0 0 0 0 0 0 0 0 0
Consumption speed 0 0 18 10.8 10 6.0 85 50.9 47 28.1 4 2.4 0 0 2 1.2 0 0 1 .6 0 0 0 0
Audience feedback time 47 28.1 23 13.8 5 3.0 39 23.4 6 3.6 24 14.4 9 5.4 12 7.2 1 .6 0 0 0 0 1 .6
Minimum response to feedback time 4 2.4 57 34.1 3 1.8 33 19.8 5 3.0 29 17.4 12 7.2 17 10.2 7 4.2 0 0 0 0 0 0
Maximum response to feedback time 0 0 2 1.2 12 7.2 28 16.8 7 4.2 13 7.8 14 8.4 7 4.2 40 24.0 0 0 0 0 44 26.3

 

Chapter 22: Medium as Space Machine

  Frequency Percent
Audience Travels to Message 68 40.7
Performer Travels to Audience 43 25.7
Message travels to audience 103 61.7
immediate inches feet tens of feet hundreds of feet thousands of feet miles tens of miles hundreds of miles thousands of miles
-1.00
.00
1.00
1.92
2.85
3.78
4.45
5.38
6.30
7.23
N
%
N
%
N
%
N
%
N
%
N
%
N
%
N
%
N
%
N
%
Performance distance from Interface
 5 3.0 59 35.3 39 23.4 41 24.6 20 12.0 0 0 0 0 1 .6 0 0 2 1.2
End to end distance
 1 .6 1 .6 13 7.8 28 16.8 16 9.6 1 .6 1 .6 2 1.2 12 7.2 92 55.1
Consumption distance from Interface
 7 4.2 58 34.7 37 22.2 41 24.6 20 12.0 1 .6 0 0 1 .6 0 0 2 1.2

 

Chapter 23: Medium as Scale

  one ones tens hundreds thousands tens of thousands hundreds of thousands millions tens of millions hundreds of millions billions
  .00 .30 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00  
 
N
%
N
%
N
%
N
%
N
%
N
%
N
%
N
%
N
%
N
%
    
Editions per year 1 .6 30 18.0 48 28.7 47 28.1 25 15.0 11 6.6 2 1.2 3 1.8 0 0 0 0 0 0
Copies per edition 98 58.7 21 12.6 6 3.6 13 7.8 13 7.8 4 2.4 5 3.0 4 2.4< 0 0 3 1.8 0 0
Showings per copy 48 28.7 58 34.7 13 7.8 13 7.8 10 6.0 1 .6 16 9.6 6 3.6 2 1.2 0 0 0 0
Viewings per showing 144 86.2 8 4.8 3 1.8 2 1.2 1 .6 0 0 4 2.4 4 2.4 1 .6 0 0 0 0
Viewers per viewing 4 2.4 111 66.5 16 9.6 28 16.8 4 2.4 3 1.8 1 .6 0 0 0 0 0 0 0 0
Overall audience size 2 1.2 45 26.9 12 7.2 18 10.8 20 12.0 6 3.6 26 15.6 23 13.8 9 5.4< 4 2.4 2 1.2
Time synchronous audience 2 1.2 61 36.5 29 17.4 35 21.0 11 6.6 13 7.8 9 5.4 4 2.4 3 1.8 0 0 0 0