Marshall McLuhan(1911-1980).

Slides:



Advertisements
Similar presentations
Mass Media and Society Lecture by Dr Christopher Kollmeyer.
Advertisements

Hot Media Prominent during Mechanical Age Also referred to as high definition Little interaction involved.
Understanding Media Key quotations from McLuhan. The Medium is the Message The medium is the message: “This is merely to say that the personal and social.
Marshall McLuhan Technological Determinism. McLuhan’s Vision We are entering an electronic age Electronic Media alter the way people  Think  Feel.
Technological Determinism of Marshall McLuhan From Chapter 26 in Em Griffin, A First Look at Communication Theory, 1994.
“The media is an extension of our central nervous system” Marshall McLuhan.
The media is an extension of our central nervous system.
Marshall McLuhan 1911 – 1980 Understanding Media (1964) "The "message" of any medium or technology is the change of scale or pace or pattern that it introduces.
From Text to Hypertext Assessment A: Presented by Ali Ali Panagiotis Panagiotis Rajinder Rajinder.
‘The Media Is An Extension Of Our Central Nervous System’
Mass Communication John A. Cagle.
Theories of Mass Communication
+ THE USER EXPERIENCE OF PREDICTIVE ANALYTICS IN THE (CONSUMER) INTERNET OF THINGS © 2015 PARC Mike Kuniavsky O’Reilly Experience Design for the IoT May.
Understanding Media Theory
 The media has a great influence on every area of life such as : ˜ Sports ˜ Politics ˜ Culture ˜ Consumption patterns ˜ Development.
Welcome to U75102 Understanding Media Please pick up a copy of the Questionnaire.
Communication Technology UAMG 3053 Week 1 Ms Kumutham.
Marshall McLuhan LCC 2700: Intro to Computational Media Spring 2006 Ian Bogost / David Jimison.
UNDERSTANDING MEDIA: WHAT WOULD MCLUHAN SAY? Image: Thomas Mann Anne Balsamo, Understanding Media Studies September.
Understanding Media With Janine, Kelly, Cher and Min.
Determinism or Social Shaping? Information Technology and Social Life January 31, 2005.
Understanding Media a presentation of....
Marshall McLuhan LCC 2700: Intro to Computational Media.
Marshall McLuhan. The Mechanical Bride (1951) The Gutenberg Galaxy: The Making of Typographic Man (1960) Understanding Media: The Extensions of Man (1964)
Session 1: Introductions Course overview Technology and society Technology and consciousness Technology and education Diigo, Blogger and Wikispaces.
Marshall McLuhan Hot and Cold Media By: Ryan Paul.
Last week’s focus: communication as information This week’s focus: media technology in the writings of Walter Benjamin and Marshall McLuhan.
Technological Determinism of Marshall McLuhan
Mass Communication1 Focus Questions 1. How do media shape our thinking? 2. To what extent is news constructed, or created? 3. Does mass communication foster.
Gutenberg to Zuckerberg. In communication, media (singular medium) are the storage and transmission channels or tools used to store and deliver information.
Media Ecology Theory Presented by Connie Chan COMM Elements of Human Communication 10/26/2012.
©2010 Cengage Learning. All Rights Reserved. Chapter 9 Ecology of the Mass Media.
Maria Sachiko Cecire Asst. Professor of Literature Director, Experimental Humanities Bard College, NY
Media Ecology of Marshall McLuhan
‘individual characteristics of a particular medium’ medium theory.
 Communication theorist Marshall McLuhan ( ) said a fish swimming in the ocean is oblivious to the water.  What comparison is he making?
Dr. Holly Kruse Communication Theory
click your mouse or hit enter to advance animation
Who is Marshall McLuhan?
whoever CONTROLS THE MEDIA – THE IMAGES – CONTROL THE CULTURE !
Forming Public Opinion
MODELS OF COMMUNICATION IN RELATION TO MEDIA LITERACY
Media Studies: Week 2: Medium Theory The Gutenberg Press ( )
Marshall McLuhan.
McLuhan Believes It is impossible to understand social and cultural changes without a knowledge of the workings of media. ---Marshall McLuhan, The Medium.
Living in a Media World Chapter 1.
Communication & Technology
Communication and message developement
Plant and animal life VARIES on our earth
Communication in the 21st Century
New Technologies and Society: An Overview
Analyzing Language in a Speech: The Montgomery Bus Boycott Speech
Media, Multimedia & Digital Media
Media and Media Theory.
basic concepts of new media
Technological Determinism of Marshall McLuhan
The Medium is the Message or
The Medium is the Message or
Web 2.0 Dr Afendi Hamat SKBP
Marshall McLuhan.
Key Concepts of Media A review.
Marshall McLuhan’s Understanding Media: The Extensions of Man
McLuhan Believes It is impossible to understand social and cultural changes without a knowledge of the workings of media. ---Marshall McLuhan, The Medium.
How is stereotypes used in past animations?
Marshall McLuhan: Media ARE Communication
Technological Determinism of Marshall McLuhan
Technological Determinism of Marshall McLuhan
Chapter 4 Technology and Social Change
Sociocultural Tradition
Technological Determinism of Marshall McLuhan
Presentation transcript:

Marshall McLuhan(1911-1980)

“The Medium is the Massage” Actually, the title was a mistake. When the book came back from the typesetter's, it had on the cover "Massage" as it still does. The title was supposed to have read "The Medium is the Message" but the typesetter had made an error. When Marshall McLuhan saw the typo he exclaimed, "Leave it alone! It's great, and right on target!" Now there are possible four readings for the last word of the title, all of them accurate: "Message" and "Mess Age," "Massage" and "Mass Age."

Marshall McLuhan, once referred to as the "Oracle of the Electronic Age", is perhaps best known for his phrase turned into book title, “The Medium is the Massage” He coined the phrase 'the global village', referring to the apparently irresistible spread of electronic forms of communication

If the content is obliterated by the channel, "what" we say is of little importance-only "how" we chose to deliver it becomes important. McLuhan's belief in technological determinism is obvious by his phrase, "we shape our tools and they in turn shape us" (quoted in Griffin, 1991, p. 294).

Understanding Media The medium is the message Hot and Cold Media media as “extensions of ‘man’” the “ratio of the senses”

The medium is the message McLuhan's theory was that a medium affects the society in which it plays a role not by the content delivered over the medium, but by the characteristics of the medium itself All media have characteristics that engage the viewer in different ways

The medium is the message Each medium, independent of the content it mediates, has its own intrinsic effects which are its unique message. The message of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs. The railway did not introduce movement or transportation or wheel or road into human society, but it accelerated and enlarged the scale of previous human functions, creating totally new kinds of cities and new kinds of work and leisure. This happened whether the railway functioned in a tropical or northern environment, and is quite independent of the freight or content of the railway medium. (Understanding Media, N. Y., 1964, p. 8) What McLuhan writes about the railroad applies with equal validity to the media of print, television, computers and now the Internet. "The medium is the message" because it is the "medium that shapes and controls the scale and form of human association and action." (p. 9)

Hot and Cool Media Hot media are low in audience participation due to their high resolution or definition Cool media are high in audience participation due to their low definition (the receiver must fill in the missing information) If print is hot and linear, and electronic broadcast media are cool and interactive, hypermedia on the Web is "freezing" and 3-D!

Media as “extensions of ‘man’” The wheel is an extension of the foot... the book is an extension of the eye... clothing, an extension of the skin... Language does for intelligence what the wheel does for the feet and the body… Electric circuitry, an extension of the central nervous system “All media are extensions of some human faculty -- psychic or physical.

McLuhan saw electronic media as a return to collective ways of perceiving the world. His "global village" theory posited the ability of electronic media to unify and retribalize the human race McLuhan sees every medium as an extension of some human faculty, with the media of communication thus exaggerating this or that particular sense.

The “ratio of the senses” Mcluhan states that people adapt to their environment through a certain balance or ratio of their senses, and the primary medium of the age brings out a particular sense ratio Whatever predominates media will influence human beings by affecting the way they perceive the world.