BY MARSHALL MCLUHAN
The new electronic media have radically altered the way people think, feel and act.
We are in the midst of a revolution, and the world will never be the same
Chart P. 342 Marshall McLuhan’s Media Map of History
According to McLuhan, the crucial inventions that changed life on this planet were the phonetic alphabet, the printing press and the telegraph.
Phonetic alphabet catapulted the human race into an age of literacy
Gutenberg’s press launched the Industrial Revolution
WE SHAPE OUT TOOLS AND THEY IN TURN SHAPE US
Technological Determinism is that inventions in technology invariably cause cultural change…..Or the modes of communication shape human existence.
Harold Innis suggested that sudden extensions of communication are reflected in cultural disturbances
McLuhan unique in claiming that channels of communication are the primary cause of cultural change
Family life, the workplace, schools, health care, friendship, religion, recreation, politics are all touched by communication technology
McLuhan viewed every new form of media innovation to be an extension of some human faculty
Book is an extension of the eye
Wheel is an extension of the foot
Clothing is an extension of the skin
Electronic circuitry or the computer is an extension of the central nervous system
DEFINES MEDIA AS ANYTHING THAT AMPLIFIES OR INTENSIFIES A BODILY ORGAN, SENSE OR FUNCTION.
Media extend our reach and increase our efficiency. Also act to filter or organize and interpret our social existence.
THE MEDIUM IS THE MESSAGE
The way we live is largely a function of the way we process information
The phonetic alphabet, the printing press and the telegraph were turning points because they changed the way people thought about themselves and their world
THE NEW TECHNOLOGIES RADICALLY ALTER THE WAY PEOPLE USE THEIR 5 SENSES. CONTENT OR THE MESSAGE PLAYS A SUBORDINATE ROLE.
THE MEDIUM IS THE MASSAGE
THE MEDIUM IS THE MASS-AGE
A MEDIA ANALYSIS OF HISTORY-McLuhan supported his thesis for technological determinism by interpreting the sweep of human history from a media perspective
An acoustic place
Oral culture based on the ear
The alphabet fell into the acoustic world like a bombshell, installing sight at the head of the hierarchy of senses
Literacy jarred people out of collective tribal involvement into a "civilized" private detachment
An orderly line of connected linear logic
If the phonetic alphabet made visual dependence possible, the printing press made it widespread
The print revolution demonstrated mass production of identical products. McLuhan called it the "fore runner" of the industrial revolution
Electronic media are retribalizing the human race
Instant communication has returned us to a prealphabet oral tradition where sound and touch are more important than sight. "We have gone back to the future".
We are a global village in touch with everyone, everywhere, all-at-once- all-the-time-instantaneously
Closed human systems no longer exist.
Wood, Julia. (1997) Communication Theories in Action: An Introduction Wadsworth Publishing Company.
McClish, Glen. (1997). Instructor's Manual to Accompany EM Griffin's A First Look at Communication Theory McGraw-Hill Companies Inc.
Griffin, EM. (1997) A First Look at Communication Theory. McGraw-Hill Companies Inc.
BILL GATES "THE ROAD AHEAD".