fɹˈiːdɹɪtʃ kˈɪtlɚɹ ɪz ˌɪnfluːˈɛnʃəl ɪnðə nˈuː ɐpɹˈoʊtʃ tə mˈiːdiːə θˈiəɹi ðæt ɡɹˈuː pˈɑːpjʊlɚ stˈɑːɹɾɪŋ ɪnðə nˈaɪntiːnhˈʌndɹɪd ˈeɪɾi z, nˈuː mˈiːdiːə, wˌɪtʃ tɹænslˈeɪts ɹˈʌfli tuː "tˈɛknɪkəl mˈiːdiːə".
Friedrich Kittler is influential in the new approach to media theory that grew popular starting in the 1980s, new media (, which translates roughly to "technical media").