Question

TikTok is a relatively recent video-sharing social networking service that is used to create short lip-sync, comedy, and talent videos. TikTok has rapidly gained in popularity. YouTube is an older video-sharing platform that has some similarities with TikTok. In class this semester we discussed the work of Marshal McLuhan, whose famous book on media is entitled the Medium is the Message. McCluhan also developed the idea of a Tetrad for analyzing how a new medium or technology compares with an older one. A Tetrad basically sets up four categories called Extend, Reverse, Retrieve, and Obsolesce. As an example, the Google search engine, which pioneered the concept of the “page rank” algorithm, can be compared with an earlier search engine called AltaVista, leading to the following comparisons:

Extend category: Google search reached more documents than AltaVista

Obsolesce category: Google search provided results that were more relevant in terms of what the searcher wanted to find than AltaVista

1. 1.1) For each of the four tetrad categories, provide two specific comparisons between the newer TikTok and the older YouTube. Use the style illustrated in the example above that compares Google search with AltaVista.
2. 1.2) Among McCluhan’s famous quotes are "Publication is a self-invasion of privacy" and "The Medium is the message". Although he died in 1980, well before media of today such as TikTok and YouTube even existed, it is possible to relate these two quotes to social media of today.
3. 1.2.1) Using no more than two sentences, provide an interpretation of the meaning of “Publication is a self-invasion of privacy" as it pertains to TikTok and to YouTube.
4. 1.2.2) Using no more than two sentences, provide an interpretation of the meaning of “The Medium is the message" as it pertains to TikTok and YouTube.

Answer 1

Hi, i have answered to all your questions..here they goes.

(1.1)

Extend category : Youtube Videos Cover more topics than tiktok. however, tiktok is enhancing to wide categories but still youtube is far better.

Obsolesce category: Tiktok makes easy to create and upload videos with wide varieties of filters whereas in youtube there is no available options for any type of filters etc.

Retrieves category: Tiktok makes easy and quick way to make videos with inbuilt songs which can be visible to all whereas in youtube there are not as many features.

Reverses category: A Video platform(youtube) is converted into a packaged mobile app with all whole of featutres inside it(tikitok).

(1.2)
"Publication is a self-invasion of privacy" --> This quote is so much true, because when we just login to these social media applications they get a large amount of private data in terms of their
privacy policies. Further a lot of content uploaded is aalso a self-invasion of privacy.
  
"The Medium is the message" --> Yeah, we can probably relate this quote to today's applications as the nature of the medium is a inspiration for the future inventions.
  

(1.2.1) "Publication is a self-invasion of privacy" --> Both Youtube and Tiktok asks for our details when we try to login to these apps. They acquires a lot of our personal data.
Youtube gets it from E-mails and tiktok also uses E-mails and other methods .

(1.2.2) "The Medium is the message" --> As for tiktok, youtube was a Video medium(as a moving frames nature), maybe they got an idea from this to make a video sharing platform.