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  • Marshall Mcluhan

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    Saddam Siddiqui
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    Marshall McLuhan was a Canadian philosopher known for theories about the effects of mass media and technology. Some of his major works included The Mechanical Bride, The Gutenberg Galaxy, Understanding Media, and The Medium is the Massage. He discussed topics like the global village, the medium being the message, and media being either "hot" or "cool". McLuhan believed technology extends human senses and the medium shapes the message and influences perceptions. He argued new technologies recreate the world as a global village by allowing distant experiences to feel immediate.

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    Marshall McLuhan was a Canadian philosopher known for theories about the effects of mass media and technology. Some of his major works included The Mechanical Bride, The Gutenberg Galaxy, Understanding Media, and The Medium is the Massage. He discussed topics like the global village, the medium being the message, and media being either "hot" or "cool". McLuhan believed technology extends human senses and the medium shapes the message and influences perceptions. He argued new technologies recreate the world as a global village by allowing distant experiences to feel immediate.

    Copyright:

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    Download as PPT, PDF, TXT or read online from Scribd
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    236 views18 pages

    Marshall Mcluhan

    Uploaded by

    Saddam Siddiqui
    Marshall McLuhan was a Canadian philosopher known for theories about the effects of mass media and technology. Some of his major works included The Mechanical Bride, The Gutenberg Galaxy, Understanding Media, and The Medium is the Massage. He discussed topics like the global village, the medium being the message, and media being either "hot" or "cool". McLuhan believed technology extends human senses and the medium shapes the message and influences perceptions. He argued new technologies recreate the world as a global village by allowing distant experiences to feel immediate.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 18

    Marshall McLuhan

    The

    Global Village Message Is the Medium Hot & Cool Medium

    by SADDAM SIDDIQUI

    Introduction

    The Mechanical Bride (1951) The Gutenberg Galaxy: The Makin of Typographic Man (1960) Understanding Media: The Extensions of Man (1964) The Medium is the Massage: An inventory of effects (1967)

    1911-1980

    Topics of Discussion

    The Global Village The Medium is the Message Media: Hot & Cool

    The Global Village

    In a broader sense the village represents a community & we can have a role in shaping global society.

    But how??

    The Global Village-Media History

    The Tribal Epoch


    Speech Development by Homo-sapiens 20,000-

    40,000 BC Narrative Story telling Cohesive Communities

    The Global Village-Media History

    The Literate Epoch


    Invention of Alphabet Greece, 1000 BC Vision, Logic & Linearity

    The Global Village-Media History

    The Print Epoch


    Invention of Printing Press in Germany, 145

    A.D. Literate epoch expends on Large Scale. The Emergence of Middle Class

    The Global Village-Media History

    The Electronic Epoch


    Revival of Aurality & Tactility Electronic Interdependence recreates the world

    in the image of global village.

    The Global Village

    Technology is the extension of our senses


    Radio is long distance ear TV is long distance eye

    We can experience events far away as if we were in the same physical place.
    Revolution in Arab World ICC World Cup 2011

    The Medium is the Message

    The medium determines the content of Communication The medium has the power to manipulate our perceptions of the world. Mass Communication has become the dominant form of interaction.

    The Medium is the Message

    Some examples of how messages are crafted to conform to the medium.


    Film & TV action/violence

    Windows interface & multitasking


    Advertising Campaigns

    Media: Hot & Cool


    Hot Media are those that include relatively complete sensory data. Thus, a person doesnt need to fill a lot of information to understand the message Cool Media, on the other hand, demand involvement from individuals.

    Real Life

    Give an example or real life anecdote Sympathize with the audiences situation if appropriate

    Hot Medium

    Cool Medium

    Single sense, high defn, lots of information Little completion or active participation Tends to exclude

    Multiple senses, low defn, less info for each High participation, active completion Tends to include

    Hot Medium

    Cool Medium

    Leads to specialization, fragmentation Numbs awareness, lessens total perception Short, intense experiences Tends to hijack attention

    Leads to generalization, consolidation Engages awareness, heightens perception Longer, sustained experiences Actively aware attention

    Examples:
    HOT
    Renaissance painting Photograph Lecture Print (e.g. books) Pop music

    COOL
    Mosaic or abstract art Cartoon Seminar Speech Contemporary jazz

    What This Means


    He wasnt interested in the history of technology but in the history of people modified by technology. Previous to him we have not thought technologies are extensions of ourselves. Now TV is Hot medium & Web is Cool medium.

    Next Steps

    What causes media temperature to change? Can we understand the often surprising effects of electronically mediated communications?

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