Marshall McLuhan's Tetrad Diagram

McLuhan developed the idea of using tetrad as a way of understanding the effects of a technology on society. The idea behind them is simple that is to make sure that we ask the same questions in the same way about different media. The four laws, which he framed as questions on which to reflect, are as follows:


What does the technology enhance or intensify?

What does the technology displace or render obsolete?

What does the technology recover that was previously lost?

What does the technology produce or become when pushed to an extreme?

The ideas behind the tetrad are explained in more detail by Anthony Hempell. He describes 

• Enhancement as “the amplification of effects” with a “focus on the practical”. It involves the “creation of vortices of power” and presents a “solution to previous problem”; For example radio amplifies news and music via sound. 
• Retrieval as “the recovery of values and insight” previously “lost or eroded”. It can involve the “transition of ground to figure”; that is, the movement of a phenomenon from the periphery to the center of attention; For example radio reduces the prominence of print and visual. 
• Obsolescence as “the erosion of formerly significant artifacts”. This reverses the transition above causing a “transition of figure to ground” in which some previously important phenomenon is moved to the periphery; For example radio return the spoken word to the forefront. 
• Reversal as “the reverse of enhancement; the unexpected dissatisfaction. Pushed to its limits, the artifact flips on its user” and creates new problems. For example acoustic radio flips into audio-visual TV. 

In conclusion, we often use the word media as a shorthand for mass communication media that bring us news and information. According to McLuhan, all forms of technology act as media, not just those that communicate information. All inventions, artifacts and ideas are media through which human behavior is transformed.







Source:
https://en.wikipedia.org/wiki/Tetrad_of_media_effects
https://www.owenkelly.net/984/mcluhans-tetrads/
http://www.joncallegher.com/blog/applying-mcluhans-tetrad-of-media-effects-to-facebook
https://medium.com/@andrewmcluhan/what-is-a-tetrad-ad92cb44d4af

Sound In Media Culture

SHAKIRA

Shakira Isabel Mebarak Ripoll was born 2 February 1977 is a Colombian singer, songwriter, dancer, and record producer. Born and raised in Barranquilla, with a Lebanese father and Colombian mother, Shakira honors both her Latino and Arabic heritage in her music. She has won 2 Grammy Awards, 7 Latin Grammy Awards and 12 Billboard Latin Music Awards and has been nominated fo a Golden Globe Award. She is known for hits like "Whenever, Wherever" and "Hips Don't Lie". According to Sony, Shakira is the highest-selling Colombian artist of all time and having sold between 50 to 60 million records.

She began performing in school, demonstrating Latin American, Arabic and Rock&Roll influences and belly dancing abilities. She wrote her first song at the age of 8 years old and signed for a record deal at 13 years old. Shakira's first studio album is Magia and Peligro failed to attain commercial success in the 1990s. However, she took the reins of her third album with her major label debut, Pies Descalzos which translates as "bare feet" in 1996. The album sold more than 3 million copies that featured her trademark sound, a blend of Latin, Rock and Arabic musical styles. Most of her music videos shows the Arabic and Hispanic dance moves. After that she came out with her fourth album Donde Estan los Ladrones? which translates as "Where are the thieves?" in 1998. That album reached the top  of Billboard's Latin charts. She became a music superstar in the Spanish language markets and also known for her strong vocals and incredible hip shaking belly dance moves.

She attempt to increase her American fan base at the age of 20 she moved with her family to Miami, Florida and taught herself to write songs in English. In 2001, she released her first English language album, Laundry Service which brought her the success in the United States. The album reached number 3 in the charts and selling more than 200,000 copies in its first week of release. The album's big hits included "Whenever, Wherever" and "Underneath Your Clothes". Although, she wrote that album in English, she still keeps her musical styles in all of her song on the album. 

Source:

https://en.wikipedia.org/wiki/Shakira#Achievements

https://www.biography.com/people/shakira-189151

http://www.explore-hispanic-culture.com/shakira-songs.html