Mc Luhan1

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A Student presentation on Herbert Marshall McLuhan

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  • This weeks readings were on the well worn topic of Marshall McLuhan. We found this to be a really interesting topic that is slippery to get your head around.
  • Mc Luhan1

    1. 1. “ OURS IS A BRAND-NEW WORLD... ‘TIME’ HAS CEASED, ‘SPACE’ HAS VANISHED. WE NOW LIVE IN A GLOBAL VILLAGE... A SIMULTANEOUS HAPPENING ” Marshall McLuhan, 1967
    2. 2. Two authors: <ul><li>Paul Levinson </li></ul><ul><ul><li>Born 1947, Bronx New York </li></ul></ul><ul><ul><li>American author and Academic </li></ul></ul><ul><ul><li>Professor of communications and media studies </li></ul></ul><ul><ul><li>at Fordham University in New York City. </li></ul></ul><ul><ul><li>Songwriter with The Archies and Ellie </li></ul></ul><ul><ul><li>Greenwich. </li></ul></ul>
    3. 3. The Authors: <ul><li>Marshall McLauhan </li></ul><ul><ul><li>Herbert Marshall McLuhan, </li></ul></ul><ul><ul><li>July 21, 1911 – December 31 1980 </li></ul></ul><ul><ul><li>Canadian educator, philosopher, and scholar </li></ul></ul><ul><ul><li>Professor of English literature, a literary critic, a rhetorician, and a communications theorist </li></ul></ul><ul><ul><li>A decade after his death he was named the &quot;patron saint&quot; of Wired magazine. </li></ul></ul>
    4. 4. The Readings - Levinson <ul><li>Digital McLuhan: A guide to the information millennium </li></ul><ul><li>(1994) Paul Levinson </li></ul><ul><ul><li>An exploration of McLuhan’s main thesis in relation to cyberspace. </li></ul></ul><ul><ul><li>The digital age is both well explained (and predicted) by McLuhan and help’s bring his ideas into sharper focus </li></ul></ul><ul><ul><li>Provides context to McLuhan’s article and the history of the wordplay in McLuhan’s title thesis The Medium is the Massage (1967) </li></ul></ul><ul><ul><li>Draws links between McLuhan’s ‘acoustic space’ and Cyberspace demonstrating the accuracy of McLuhan’s argument </li></ul></ul>
    5. 5. ‘ Acoustic space’ <ul><li>Levinson argues that McLuhan’s “acoustic” space is now found in the online milieu of cyberspace. </li></ul><ul><ul><li>‘ Acoustic space’ is pre-literate, it is the world of sound, music, myth and oral communication. It is total immersion. Information emerges not from fixed positions but anywhere and everywhere. </li></ul></ul><ul><ul><ul><li>Pre-literate / the tribal man </li></ul></ul></ul><ul><ul><li>It is the opposite to ‘visual’ space which is ‘…a result of perceptual habits created by reading and writing with a phonetic alphabet.’ </li></ul></ul><ul><ul><ul><li>The creation of the alphabet allowed for a world of print, manuscripts, books, newspaper. </li></ul></ul></ul><ul><ul><ul><li>Literate / de-tribalised man </li></ul></ul></ul><ul><li>http://www.youtube.com/watch?v=4xxJ0dKRzw8 </li></ul>
    6. 6. ‘ Acoustic space’, Seen Online <ul><li>Cyberspace is a combination of ‘acoustic’ and visual space because it is alphabetic, sound, music, and dynamic </li></ul><ul><ul><li>Post literate / re-tribalised man </li></ul></ul><ul><ul><li>Simultaneous involvement of both the acoustic and the visual. </li></ul></ul><ul><ul><li>McLuhan’s concept of the ‘global village’. </li></ul></ul>
    7. 7. The Readings: <ul><li>Is it natural that one medium should appropriate and exploit another? </li></ul><ul><li> (1968) Marshall McLuhan </li></ul><ul><ul><li>One key theme in McLuhan’s writing is debating Media Determinism- </li></ul></ul><ul><ul><ul><ul><li>A philosophical & sociological theory which explains the nature of the power of the media and it’s impact on society </li></ul></ul></ul></ul><ul><ul><ul><li>The medium determines the modes of perception, the matrix of perception and the matrix of assumptions within which we understand. </li></ul></ul></ul><ul><ul><ul><li>It states that new media technologies bring about changes in society/culture </li></ul></ul></ul><ul><ul><ul><li>However, he also argues that this is a reflection of society in general. </li></ul></ul></ul>
    8. 8. Is it natural that one medium should appropriate and exploit another? (1968) Marshall McLuhan <ul><li>Further: </li></ul><ul><ul><li>Attempts to create a framework that can be implemented at a secondary school level to challenge the assumptions of the media </li></ul></ul><ul><ul><li>This was to bring the study of media into line with other academic fields that had already examined the effects on society. </li></ul></ul><ul><ul><li>Asserts the ‘old’ medium becomes the content for the ‘new’ medium </li></ul></ul><ul><li>To truly understand what is communicated we need to understand the language that is communicated. </li></ul>
    9. 9. So… <ul><li> Is the medium really the message? </li></ul><ul><li>Case study: The Internet </li></ul>
    10. 10. Is the medium really the message? <ul><li>The Internet was a major reason Barack Obama won. </li></ul><ul><li>The Obama campaign used bottom up community based techniques. </li></ul><ul><li>Online bloggers gave an added scrutiny that has never been seen before </li></ul><ul><li>In other words – the internet (the medium) has transform the way we live (the message) </li></ul>
    11. 11. Is the medium really the message? <ul><ul><li>“ The internet is not a medium, and cannot be regulated as one .” </li></ul></ul><ul><ul><ul><li>Bill Thompson, 2008. (Journalist and regular commentator on Digital Planet BBC) </li></ul></ul></ul><ul><ul><li>Internet is a network , a series of connected computers that can share binary data and use it for various purposes. </li></ul></ul><ul><ul><li>He argues that we are only at the beginning of the process of finding ways to use this network, “Some of its uses can and should be carefully controlled, others cannot”. </li></ul></ul><ul><ul><li>Is the internet “beyond legal reach”, a space where governments can’t go? </li></ul></ul>
    12. 12. Is the medium really the message? <ul><li>Has technology become so pervasive that is doesn’t matter as much the we use these communication or entertainment mediums, but rather what we use them for? </li></ul><ul><li>Eg: </li></ul><ul><ul><li>Choosing educational/documentary films over Hollywood blockbusters </li></ul></ul><ul><ul><li>Sending love mail or hate mail </li></ul></ul>

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