This link has been bookmarked by 124 people . It was first bookmarked on 27 Jul 2006, by MrJudd.
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as our senses have gone outside us, Big Brother goes inside
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The next medium, whatever it is—it may be the extension of consciousness—will include television as its content, not as its environment, and will transform television into an art form. A computer as a research and communication instrument could enhance retrieval, obsolesce mass library organization, retrieve the individual's encyclopedic function and flip into a private line to speedily tailored data of a saleable kind. (1962)[48]
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The tetrad is a means of examining the effects on society of any technology
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22 Apr 13
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Print exists by virtue of the static separation of functions and fosters a mentality that gradually resists any but a separative and compartmentalizing or specialist outlook.[42]
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The dominant technologies of one age become the games and pastimes of a later age.
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26 Feb 13
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15 Jan 13
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02 Jan 13
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McLuhan proposed that media themselves, not the content they carry, should be the focus of study—popularly quoted as "the medium is the message". McLuhan's insight 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.
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McLuhan states that "a light bulb creates an environment by its mere presence
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He describes the light bulb as a medium without any content
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More controversially, he postulated that content had little effect on society—in other words, it did not matter if television broadcasts children's shows or violent programming, to illustrate one example—the effect of television on society would be identical.
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He noted that all media have characteristics that engage the viewer in different ways; for instance, a passage in a book could be reread at will, but a movie had to be screened again in its entirety to study any individual part of it.
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McLuhan also stated that different media invite different degrees of participation on the part of a person who chooses to consume a medium
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A movie is thus said by McLuhan to be "hot", intensifying one single sense "high definition", demanding a viewer's attention, and a comic book to be "cool" and "low definition", requiring much more conscious participation by the reader to extract value.
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Hot media favour analytical precision, quantitative analysis and sequential ordering, as they are usually sequential, linear and logical. They emphasize one sense (for example, of sight or sound) over the others.
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23 Oct 12
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The Gutenberg Galaxy (1962)
McLuhan's The Gutenberg Galaxy: The Making of Typographic Man (written in 1961, first published in Canada by University of Toronto Press in 1962) is a pioneering study in the fields of oral culture, print culture, cultural studies, and media ecology.
Throughout the book, McLuhan takes pains to reveal how communication technology (alphabetic writing, the printing press, and the electronic media) affects cognitive organization, which in turn has profound ramifications for social organization:
...[I]f a new technology extends one or more of our senses outside us into the social world, then new ratios among all of our senses will occur in that particular culture. It is comparable to what happens when a new note is added to a melody. And when the sense ratios alter in any culture then what had appeared lucid before may suddenly become opaque, and what had been vague or opaque will become translucent.
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22 Sep 12
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11 Sep 12
Frank HruskaThe author of the medium is the messages wikipedia page
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02 Sep 12
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Canadian educator, philosopher, and scholar—a professor of English literature, a literary critic, a rhetorician, and a communication theorist. McLuhan's work is viewed as one of the cornerstones of the study of media theory,
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the medium is the message and the global village, and for predicting the World Wide Web almost thirty years
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emphasis on the training of perception and such concepts as, Richards' notion of feedforward.[17]
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as a teaching assistant at the University of Wisconsin–Madison that he held for the 1936–37
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eventual conversion to Roman Catholicism in 1937,[21] founded on his reading of G. K. Chesterton.[22] In 1935
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He had a lifelong interest in the number three [27] —the trivium, the Trinity—and sometimes said that the Virgin Mary p
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d Walter J. Ong, S.J. (1912–2003), who would go on to write his Ph.D. dissertation on a topic McLuhan had called to his attention, and who also would later become a well-known authority on communication and technology.
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. Hugh Kenner was one of his students and Canadian economist and communications scholar Harold Innis
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: "I am pleased to think of my own book The Gutenberg Galaxy as a footnote to the observations of Innis on the subject of the psychic and social consequences, first of writing then of printing."[31]
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period: The Mechanical Bride (1951) was an examination of the effect of advertising on society and culture
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but was deterred by substantial protests, most notably by Woody Allen. Allen's Oscar-winning motion picture Annie Hall (1977) had McLuhan in a cameo as himself: a pompous academic arguing with Allen in a cinema queue is silenced by McLuhan suddenly appearing and saying, "You know nothing of my work." This was one of McLuhan's most frequently expressed statements to and about those who would disagree with him.[35]
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f communication media independent of their content. His famous aphorism "the medium is the message" (elaborated in his 1964 book, Understanding Media: The Extensions of Man) calls attention to this intrinsic effect of communications media.[39]
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Tom Wolfe suggests that a hidden influence on McLuhan's w
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lic philosopher Teilhard de Chardin whose ideas anticipated those of McLuhan, especially the evolution
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man mind into the "noosphere". Wolfe theorizes that McLuhan may have thought that association of
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now known as popular culture.
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1933 book Culture and Environment by F. R. Leavis and Denys Thompson,
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Mechanical Bride is derived from a piece by the Dadaist artist, Marcel Duchamp.
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that can be read in any order—what he styled the "mosaic approach" to writing a book. Each essay beg
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The analyses bear on aesthetic considerations as well as on the implications behind the imagery and text. McLuhan chose the ads and articles included in his book not only to draw attention to their symbolism and their implications for the corporate entities that created and disseminated them, but also to mull over what such advertising implies about the wider society at which it is aimed.
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al how communication technology (alphabetic writing, the printing press, and the electronic media) affects c
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nitive organization,
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t is comparable to what happens when a new note is added to a melody.
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ch McLuhan means phonemic orthography.
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the ingraining of lineal, sequential habits
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visual homogenizing of experience of print culture,
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incline us to abstain from noting interplay and, as it were, "formal" causality, both in our inner and external liv
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exists by virtue of the static separation
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gradually resists any but a separative and compartmentalizing or specialist outlook.[
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exert a gravitational effect on cognition, which in turn affects social organization: print technology changes our perceptual habits ("visual homogenizing of experience"), which in turn affects social intera
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umankind will move from individualism and fragmentation to a collective identity, with a "tribal base." McLuhan's coinage for this new social organization is the global village.[44]
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s a vast Alexandrian library the world has become a computer, an
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And as our senses have gone outside us, Big Brother goes inside. So, unless aware of this dyn
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befitting a small world of tribal drums,
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phase of panic terrors,
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Terror is the normal state of any oral society, for in it everything affects everything all the
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d feeling we have no more been prepared to accept the tribal consequences of such unity than w
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agmentation of the human psyche by print culture
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t technology has no per s
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pes an individual's and, by extension, a society's self-conception and realization
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s the extreme phase of alphabet culture th
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detribalizes or decollectivizes man in the first instance.
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. Thus print carries the individuating power of the phonetic alphabet muc
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technology of individualism. If men decide
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er than manuscript culture could ever d
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, "we didn't know it would happen." Y
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e alarm and revulsion that the growing quantity of books aroused in the latter seventeenth century with
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concern for the "end of the book". If
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whatever it is—it may be the extension of consciousness—will include television as its content, not as its environment,
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computer as a research and communication instrument
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usage of the term "surfing" to refer
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ike "Heidegger surf-boards along on the electronic wave a
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Descartes rode the mechanical wave."
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indifferent to some scholarly detail, b
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ing the sweep and depth of the cultural and psychological changes entailed i
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It seems to me a book that somebody should have written a century ago. I wish somebody else had written it.
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modern world “we live mythically and integrally ..
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the pre-electric age.”
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to think in the old
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fragmented space and time patterns
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ed that media themselves, not the content they carry, should be the focus of study—
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medium, but by the characteristics of the medium itself
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the light bulb as a
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bulb enables people to
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that has a social effect; that i
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but a movie ha
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screened again in its entirety to study any individual part of it
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11 Jul 12
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28 Jan 12
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that a hidden influence on McLuhan's work is the Catholic philosopher Teilhard de Chardin whose ideas anticipated those of McLuhan, especially the evolution of the human mind into the "noosphere". Wolfe theorizes that McLuhan may have thought that association of his ideas with those of a Catholic theologian, albeit one suppressed by Rome, might have denied him the intellectual audience he wanted
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nanduri sreeharshabest books
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25 Jun 10
Chris Nesbitt...[I]f a new technology extends one or more of our senses outside us into the social world, then new ratios among all of our senses will occur in that particular culture. It is comparable to what happens when a new note is added to a melody. And when the
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20 May 10
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21 Oct 09
Asako Yoshidacomunication technologies as media and our ways of organizing our world.
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The main concept of McLuhan's argument (later elaborated upon in The Medium is the Massage) is that new technologies (like alphabets, printing presses, and even speech itself) exert a gravitational effect on cognition, which in turn affects social organization: print technology changes our perceptual habits ("visual homogenizing of experience"), which in turn affects social interactions ("fosters a mentality that gradually resists all but a... specialist outlook"). According to McLuhan, the advent of print technology contributed to and made possible most of the salient trends in the Modern period in the Western world: individualism, democracy, Protestantism, capitalism and nationalism. For McLuhan, these trends all reverberate with print technology's principle of "segmentation of actions and functions and principle of visual quantification."[31]
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the advent of print technology contributed to and made possible most of the salient trends in the Modern period in the Western world: individualism, democracy, Protestantism, capitalism and nationalism.
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a collective identity, with a "tribal base.
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exploring effects, not making value judgments:
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individualism would also be modified.
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McLuhan's insight 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.
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McLuhan pointed to the light bulb as a clear demonstration of this concept. A light bulb does not have content in the way that a newspaper has articles or a television has programs, yet it is a medium that has a social effect;
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He noted that all media have characteristics that engage the viewer in different ways; for instance, a passage in a book could be reread at will, but a movie had to be screened again in its entirety to study any individual part of it.
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a concise tetrad of media effects
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- What does the medium enhance?
- What does the medium make obsolete?
- What does the medium retrieve that had been obsolesced earlier?
- What does the medium flip into when pushed to extremes?
The tetrad is a means of examining the effects on society of any technology (i.e., any medium) by dividing its effects into four categories and displaying them simultaneously. McLuhan designed the tetrad as a pedagogical tool, phrasing his laws as questions with which to consider any medium:
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05 Oct 09
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McLuhan is known for the expressions "the medium is the message" and "global village". McLuhan was a fixture in media discourse fr
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29 Sep 09
Nia Reiderbert Marshall McLuhan, CC (July 21, 1911 – December 31, 1980) was a Canadian educator, philosopher, and scholar — a professor of English literature, a literary critic, a rhetorician, and a communication theorist. McLuhan's work is viewed as one of the cornerstones of the study of media theory.
McLuhan is known for the expressions "the medium is the message" and "global village". McLuhan was a fixture in media discourse from the late 1960s to his death and he continues to be an influential and controversial figure. More than ten years after his death he was named the "patron saint" of Wired magazine. -
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Marshall McLuhan
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28 Sep 09
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06 Sep 09
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01 Jun 09
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The main concept of McLuhan's argument (later elaborated upon in The Medium is the Massage) is that new technologies (like alphabets, printing presses, and even speech itself) exert a gravitational effect on cognition, which in turn affects social organization: print technology changes our perceptual habits ("visual homogenizing of experience"), which in turn affects social interactions ("fosters a mentality that gradually resists all but a... specialist outlook"). According to McLuhan, the advent of print technology contributed to and made possible most of the salient trends in the Modern period in the Western world: individualism, democracy, Protestantism, capitalism and nationalism. For McLuhan, these trends all reverberate with print technology's principle of "segmentation of actions and functions and principle of visual quantification."[31]
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24 Apr 09
Heinz WittenbrinkSehr lesenswerter, detaillierter Artikel mit Hintergrundinformationen; weit besser als der in der deutschsprachigen Wikipedia.
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01 Dec 08
Mark BonchekInstead of tending towards a vast Alexandrian library the world has become a computer, an electronic brain, exactly as an infantile piece of science fiction. And as our senses have gone outside us, Big Brother goes inside. So, unless aware of this dynamic, we shall at once move into a phase of panic terrors, exactly befitting a small world of tribal drums, total interdependence, and superimposed co-existence. [...] Terror is the normal state of any oral society, for in it everything affects everything all the time. [...] In our long striving to recover for the Western world a unity of sensibility and of thought and feeling we have no more been prepared to accept the tribal consequences of such unity than we were ready for the fragmentation of the human psyche by print culture.[31]
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17 Jul 08
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nfluence of communication media independent of their content. His famous slogan, "the medium is the message" (elaborated in his 1964 book, Understanding Media: The Extensions of Man) calls attention to this intrinsic effect of communications media. The slogan, "the medium is the message", is best understood in light of Bernard Lonergan's further articulation of related ideas: at the empirical level of consciousness, the medium is the message, whereas at the intelligent and rational levels of consciousness, the content is the message.[22]
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23 Nov 07
June Breivikthe global village, digital skole
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Understanding Media: The Extensions of Man)
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