Media Ecology Introduction

Slide 2: Medium is the Message Marshall McLuhan, Understanding Media

Slide 3: Medium is the Message The total effect of the introduction of a new technology is greater than any specific content, and is therefore the true message of that technological innovation.

Slide 4: Medium is the Message Medium = Milieu

Slide 5: MEDIA ARE EXTENSIONS OF OUR SELVES

Slide 6: Each extension creates it’s own service environment. As it extends us, it also numbs that which it extends. We shape our tools and then our tools shape us.

Slide 7: Extensions of Ourselves Print – eye Radio – voice Internet – CNS MUVE - What do they extend?

Slide 8: Tetrad of Media Effects Laws of Media Marshall McLuhan and Eric McLuhan

Slide 9: Every human artifact simultaneously ENHANCES OBSOLECES RETRIEVES REVERSES

Slide 10: TETRAD FOR RADIO ENHANCES – Human Voice OBSOLECES- Print as mass medium RETRIEVES – Town Crier REVERSES – Audio-visual Television From Digital McLuhan by Paul Levinson, p 189

Slide 11: TETRAD FOR SECOND LIFE ENHANCES – Social and Experiential Communication OBSOLECES- Mobile Physical Life RETRIEVES – Real Life Objects, roles, situations. REVERSES – Get a first life! 

Slide 12: How do MUVE like Second Life effect our lives and society?