Media Now Understanding Media, Culture, and Technology

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Media Now Understanding Media, Culture, and Technology Powered By Docstoc
					     Marshall McLuhan,
“The Medium is the Message”

 (originally in Understanding
         Media, 1964)
Marshall McLuhan
(1911-1980)
The medium is the message:
The media are extensions of our senses and
bodies.
Changes in media transform our environment
and affect everything we do – they alter our
“media ecology”.
Media structure our economic, social, cultural practices and forms of
life.
This is why McLuhan emphasises the light bulb as a key example of a
medium that shapes the form and scale of human action.
  Cubism


  Marcel Duchamp
  Nude Descending a
  Staircase no. 2 (1912)




http://www.pbs.org/wgbh/cultureshock/flashp
oints/visualarts/armory_big1.html
McLuhan, from
Counterblast, 1969)
http://www.whatdoesyourbrandsoundlike.com/
   Acoustic bias                   Spatial bias

Oral culture                  Print-culture
                              “Gutenberg technology”
Medieval culture was
primarily oral, and now
                              Tocqueville: Print
(McLuhan argues)
                              homogenized the French
“electronic technology” has
                              nation (p. 134).
reintroduced an acoustic
bias into Western culture.    Written vs. oral perception
                              and organization of
                              experience (p. 135).

				
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