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M. McLuhan
Media Theorist, Marshall McLuhan produced writings that propelled the study of popular, print, oral, and visual culture. The starting point of many of McLuhan's studies was the individual, as he defined media as "technological extensions of the body."
In his writing The Medium is the Massage McLuhan places emphasis on the media or medium themselves and not the content for which they become a vehicle. In this age of internet and information overload, I find McLuhan to be very prophetic in his theories. He's suggested that a medium affects the society in which it plays a role, not only by the content delivered over the medium, but by the characteristics of the medium itself.
In his writing The Medium is the Massage McLuhan places emphasis on the media or medium themselves and not the content for which they become a vehicle. In this age of internet and information overload, I find McLuhan to be very prophetic in his theories. He's suggested that a medium affects the society in which it plays a role, not only by the content delivered over the medium, but by the characteristics of the medium itself.
1 comment:
Probably a review of his Laws of media might help.
The Laws of Media Tetrads are comprised of four questions, quoted here from McLuhan's Laws of Media: The New Science:
"What does the artifact ENHANCE or intensify or make possible or accelerate? This can be asked concerning a wastebasket, a painting, a steamroller, or a zipper, as well as about a proposition in Euclid or a law of physics. It can be asked about any word or phrase in any language." "When pushed to the limits of its potential (another complementary action), the new form will tend to reverse what had been its original characteristics. What is the REVERSAL potential of the new form?"
"What recurrence or RETRIEVAL of earlier actions and services is brought into play simultaneously by the new form? What older, previously obsolesced ground is brought back and inheres in the new form?" "If some aspect of a situation is enlarged or enhanced, simultaneously the old condition or unenhanced situation is displaced thereby. What is pushed aside or OBSOLESCED by the new 'organ'?"
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