Marshall McLuhan – “The Medium is the Message” (1964)
Tyler Clementi’s private sex acts, broadcast over the Internet What didn’t Clementi’s roommate understand when he broadcas...
Federman  structural changes in our affairs “unanticipated consequences” What didn’t Clementi’s roommate understand when h...
Federman  structural changes in our affairs “unanticipated consequences” “ All of these dynamic processes that are entirel...
Marshall McLuhan (1964) <ul><li>A medium is any extension of ourselves—something that enables societal & cultural change. ...
Marshall McLuhan (1964) <ul><li>1960 TV debate: JFK v. Nixon </li></ul>http://www.wired.com/science/discoveries/news/2008/...
Marshall McLuhan (1964) Structural changes in inter-personal dynamics due to media (extensions), esp those of which we wer...
Anti-Television Allen Ginsberg (1967) <ul><li>“ Life is waving, the cosmos is sending a message to itself, its image is re...
Marshall McLuhan (1964) <ul><li>“ look beyond the obvious and seek the non-obvious changes or effects that are enable, enh...
Marshall McLuhan (1964) More examples from today of how technology affects society & cultural form? SCALE PACE PATTERN
Marshall McLuhan (1964) <ul><li>SCALE </li></ul><ul><li>PACE </li></ul><ul><li>PATTERN </li></ul><ul><li>“ the personal an...
Marshall McLuhan (1964) SCALE PATTERN
Marshall McLuhan (1964) <ul><li>p. 108  “the psychic & social consequences of the designs or patterns as they amplify or a...
Marshall McLuhan (1964) <ul><li>CLASSIC NETWORK ERA </li></ul><ul><ul><li>Suburbs/ranch homes </li></ul></ul><ul><ul><li>D...
Marshall McLuhan (1964) <ul><li>“ psychic & social consequences” introduced into human affairs. </li></ul><ul><li>How does...
The rise of a new generation: <ul><li>MECHANICAL AGE </li></ul><ul><li>Fragmentation (107) </li></ul><ul><li>Centralist </...
The old mechanical age: <ul><li>MECHANICAL AGE </li></ul><ul><li>Fragmented </li></ul><ul><li>Linear </li></ul><ul><li>Seq...
Marshall McLuhan (1964) p. 108  GE has not yet discovered that it is in the business of moving information.
The new electric age: <ul><li>WHEN ELECTRIC LIGHT IS USED, ITS IMPACT ON SOCIAL AND CULTURAL FORM BECOMES CLEAR: </li></ul>
The new electric age: <ul><li>ELECTRIC AGE </li></ul><ul><li>“ Innumerable confusions and a profound feeling of despair in...
Marshall McLuhan (1964) <ul><li>SCALE </li></ul><ul><li>PACE </li></ul><ul><li>PATTERN </li></ul><ul><li>“ the ‘message’ o...
Marshall McLuhan (1964) <ul><li>“ the ‘content’ of any medium blinds us to the character of the medium” (108). </li></ul>
Marshall McLuhan (1964) <ul><li>“ the latest approach to media study considers not only the ‘content’ but the medium and t...
Marshall McLuhan (1964) <ul><li>“ cubism, by giving the inside and outside, the top, bottom, back, and front and the rest,...
Marshall McLuhan (1964) <ul><li>What DOES McLuhan say at top of p. 111 about the point of cubism? </li></ul><ul><li>What E...
Marshall McLuhan (1964) <ul><li>“ cubism sets up an interplay of planes and contradiction or dramatic conflict of patterns...
Marshall McLuhan (1964) <ul><li>“ cubism sets up an interplay of planes and contradiction or dramatic conflict of patterns...
Marshall McLuhan (1964) <ul><li>“ Three hostile newspapers are more to be feared than 1000 bayonets.” </li></ul><ul><li>(1...
Marshall McLuhan (1964) <ul><li>Uniformity </li></ul><ul><li>Continuity </li></ul><ul><li>Lineality </li></ul><ul><li>Rati...
Marshall McLuhan (1964) <ul><li>p. 111    De Tocqueville observed homogeneity among the French, a highly literate society....
Marshall McLuhan (1964) <ul><li>“ typographic cultural bias” (113) </li></ul><ul><li>Non conformists: child, cripple, woma...
Marshall McLuhan (1964) “ The threat of Stalin or Hitler was external.  The electric technology is within the gates, and w...
Marshall McLuhan (1964) “ Our conventional response to all media, i.e., that it is how they are used that counts, is the n...
Marshall McLuhan (1964) What ELSE does McLuhan say about this at the top of p. 115? What type of research is content analy...
Marshall McLuhan (1964) <ul><li>Pope Pius XII said in 1950: </li></ul><ul><li>Final quote is from C.G. Jung: </li></ul>“ t...
Upcoming SlideShare
Loading in...5
×

Mc luhan.spring11

1,187

Published on

From my class, "Intro to Media Studies," at Occidental College, Spring Semester.

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,187
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
18
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mc luhan.spring11

  1. 1. Marshall McLuhan – “The Medium is the Message” (1964)
  2. 2. Tyler Clementi’s private sex acts, broadcast over the Internet What didn’t Clementi’s roommate understand when he broadcast this private act over the internet?
  3. 3. Federman structural changes in our affairs “unanticipated consequences” What didn’t Clementi’s roommate understand when he broadcast this private act over the internet?
  4. 4. Federman structural changes in our affairs “unanticipated consequences” “ All of these dynamic processes that are entirely non-obvious comprise our ground or context. They all work silently to influence the way in which we interact with one another, and with our society at large…. ground comprises everything we don’t notice… The message is “the change in inter-personal dynamics that the innovation brings with it…. Seek the non-obvious changes or effects that are enable, enhanced, accelerated or extended by the new thing
  5. 5. Marshall McLuhan (1964) <ul><li>A medium is any extension of ourselves—something that enables societal & cultural change. </li></ul>
  6. 6. Marshall McLuhan (1964) <ul><li>1960 TV debate: JFK v. Nixon </li></ul>http://www.wired.com/science/discoveries/news/2008/09/dayintech_0926
  7. 7. Marshall McLuhan (1964) Structural changes in inter-personal dynamics due to media (extensions), esp those of which we were unaware at first.
  8. 8. Anti-Television Allen Ginsberg (1967) <ul><li>“ Life is waving, the cosmos is sending a message to itself, its image is reproduced endlessly over TV / </li></ul><ul><li>over the radio the babble of Hitler’s and Claudette Colbert’s voices got mixed up in the bathroom radiator” </li></ul><ul><li>“ Television was a baby crawling toward that death chamber” </li></ul>
  9. 9. Marshall McLuhan (1964) <ul><li>“ look beyond the obvious and seek the non-obvious changes or effects that are enable, enhanced, accelerated or extended by the new medium” (Federman p. 2) </li></ul>
  10. 10. Marshall McLuhan (1964) More examples from today of how technology affects society & cultural form? SCALE PACE PATTERN
  11. 11. Marshall McLuhan (1964) <ul><li>SCALE </li></ul><ul><li>PACE </li></ul><ul><li>PATTERN </li></ul><ul><li>“ the personal and social consequences of any medium – that is, of any extension of ourselves – result from the new scale [and pace and pattern] that is introduced into our affairs by each extension of ourselves or by any new technology” (107). </li></ul>
  12. 12. Marshall McLuhan (1964) SCALE PATTERN
  13. 13. Marshall McLuhan (1964) <ul><li>p. 108 “the psychic & social consequences of the designs or patterns as they amplify or accelerate existing processes” </li></ul>PACE PATTERN
  14. 14. Marshall McLuhan (1964) <ul><li>CLASSIC NETWORK ERA </li></ul><ul><ul><li>Suburbs/ranch homes </li></ul></ul><ul><ul><li>Domestic/family/gender </li></ul></ul><ul><ul><li>Kids play at home </li></ul></ul><ul><ul><li>Entertainment at home </li></ul></ul>
  15. 15. Marshall McLuhan (1964) <ul><li>“ psychic & social consequences” introduced into human affairs. </li></ul><ul><li>How does your family watch TV? </li></ul>
  16. 16. The rise of a new generation: <ul><li>MECHANICAL AGE </li></ul><ul><li>Fragmentation (107) </li></ul><ul><li>Centralist </li></ul><ul><li>Superficial </li></ul><ul><li>ELECTRIC AGE </li></ul><ul><li>Depth, Integral (107) </li></ul><ul><li>Radical, pervasive, decentralized (108) </li></ul><ul><li>Sequence, connections (110) </li></ul>
  17. 17. The old mechanical age: <ul><li>MECHANICAL AGE </li></ul><ul><li>Fragmented </li></ul><ul><li>Linear </li></ul><ul><li>Sequence </li></ul><ul><li>Concantentation </li></ul><ul><li>See also p. 110 </li></ul>
  18. 18. Marshall McLuhan (1964) p. 108 GE has not yet discovered that it is in the business of moving information.
  19. 19. The new electric age: <ul><li>WHEN ELECTRIC LIGHT IS USED, ITS IMPACT ON SOCIAL AND CULTURAL FORM BECOMES CLEAR: </li></ul>
  20. 20. The new electric age: <ul><li>ELECTRIC AGE </li></ul><ul><li>“ Innumerable confusions and a profound feeling of despair invariably emerge in periods of great technological and cultural transitions. Our ‘Age of Anxiety’ is, in great part, the result of trying to do today’s job with yesterday’s tools—with yesterday’s concepts.” </li></ul><ul><li>“ Youth instinctively understands the present environment—the electric drama.” </li></ul>
  21. 21. Marshall McLuhan (1964) <ul><li>SCALE </li></ul><ul><li>PACE </li></ul><ul><li>PATTERN </li></ul><ul><li>“ the ‘message’ of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs” (108). </li></ul>
  22. 22. Marshall McLuhan (1964) <ul><li>“ the ‘content’ of any medium blinds us to the character of the medium” (108). </li></ul>
  23. 23. Marshall McLuhan (1964) <ul><li>“ the latest approach to media study considers not only the ‘content’ but the medium and the cultural matrix within which the particular medium operates” (109). </li></ul>
  24. 24. Marshall McLuhan (1964) <ul><li>“ cubism, by giving the inside and outside, the top, bottom, back, and front and the rest, in two dimensions, drops the illusion of perspective in favor of instant sensory awareness of the whole” (111). </li></ul>
  25. 25. Marshall McLuhan (1964) <ul><li>What DOES McLuhan say at top of p. 111 about the point of cubism? </li></ul><ul><li>What ELSE have we studied with goal of involvement? </li></ul>
  26. 26. Marshall McLuhan (1964) <ul><li>“ cubism sets up an interplay of planes and contradiction or dramatic conflict of patterns, lights, textures that ‘drives home the message’ by involvement” (111). </li></ul>
  27. 27. Marshall McLuhan (1964) <ul><li>“ cubism sets up an interplay of planes and contradiction or dramatic conflict of patterns, lights, textures that ‘drives home the message’ by involvement” (111). </li></ul>
  28. 28. Marshall McLuhan (1964) <ul><li>“ Three hostile newspapers are more to be feared than 1000 bayonets.” </li></ul><ul><li>(111) </li></ul>
  29. 29. Marshall McLuhan (1964) <ul><li>Uniformity </li></ul><ul><li>Continuity </li></ul><ul><li>Lineality </li></ul><ul><li>Rationality </li></ul><ul><li>vs. </li></ul><ul><li>Oral cultures </li></ul>Moveable Type
  30. 30. Marshall McLuhan (1964) <ul><li>p. 111 De Tocqueville observed homogeneity among the French, a highly literate society. How does McLuhan explain this? What theorist should you associate with this? </li></ul>Movable Type
  31. 31. Marshall McLuhan (1964) <ul><li>“ typographic cultural bias” (113) </li></ul><ul><li>Non conformists: child, cripple, woman, colored person </li></ul>Movable Type
  32. 32. Marshall McLuhan (1964) “ The threat of Stalin or Hitler was external. The electric technology is within the gates, and we are numb, deaf, blind, and mute about its encounter with the Gutenberg technology, on and through which the American way of life was born” (114).
  33. 33. Marshall McLuhan (1964) “ Our conventional response to all media, i.e., that it is how they are used that counts, is the numb stance of the technological idiot …. The effects of technology do no occur at the level of opinions or concepts, but alter sense ratios or patterns of perception steadily and without any resistance” (114).
  34. 34. Marshall McLuhan (1964) What ELSE does McLuhan say about this at the top of p. 115? What type of research is content analysis?
  35. 35. Marshall McLuhan (1964) <ul><li>Pope Pius XII said in 1950: </li></ul><ul><li>Final quote is from C.G. Jung: </li></ul>“ the future of modern society and the stability of its inner life depend in large part on the maintenance of an equilibrium between the strength of the techniques of communication and the capacity of the individual’s own reaction” (116). Shifting from functionalism to psychology & structuralism.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×