Technological Determinism
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Technological Determinism

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    Technological Determinism Technological Determinism Presentation Transcript

    • Technological Determinism Of Marshall McLuhan
    • Basic Ideas
      • New electronic media radically affect how we think, feel, and act
      • The world will never be the same
      • Electronic age supersedes tribal, literate (phonetic alphabet), and print ages
      • Inventions in technology cause cultural change
      • Changes in modes of communication shape human existence
      • Media are extensions of human faculties: media are tools that amplify or intensify a bodily organ, sense, or function.
    • The Medium is the Message
      • The medium changes people more than the sum of all the messages that the medium conveys : the medium is also the mass-age
    • Tribal Age
      • Senses of hearing , touch, taste and smell developed beyond ability to visualize: this is an oral culture
      • Spoken word is emotionally laden – it draws people into tribal mesh
    • Literate Age
      • Sight becomes head of the hierarchy of senses
      • Writer and reader are separate from the text
      • People are more detached
      • Logic becomes linear
      • Literacy promotes science
    • Print Age
      • Mass production of literary products
      • Homogenization of dialects
      • Nationalism
    • Electronic Age
      • End of power of print.
      • Electronic media re-tribalize the human race
      • Formation of the global village
      • Linear logic is useless
    • Hot and Cool Media
      • Print, photos and motion pictures are HOT – are high definition and require little work on part of viewer; tend to be highly visual
      • Discussions are COOL – cool media draw a person in, requiring high participation to fill in the blanks. Television is cool, low-definition.
    • Media-Induced Changes
      • Politics
      • Education
      • Sex and drugs
    • Critique
      • Postman – new digital age, a new age, in which culture is totally used by tools and in which our thought world is dominated by technopoly
      • Mediated world takes us from truth claims to aesthetic appeals
      • Have we become tools of our tools
      • Like many single-factor theories, McLuhan’s thesis is provocative but very disputable
      • Relate to Post-Modernism of Baudrillard and Derrida and others.