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21 Oct 09

Marshall McLuhan - Wikipedia, the free encyclopedia

comunication technologies as media and our ways of organizing our world.

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McLuhan media technologies technology connectivism

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]
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.
8 more annotations...
- a collective identity, with a "tribal base.
- exploring effects, not making value judgments:
- individualism would also be modified.
- 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.
- 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;
- 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.
- a concise tetrad of media effects
- 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:
  
  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?