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Media theory of Marshall McLuhan, brief history of mass production and objectified society and ways to use that knowledge to determine trends in the current media landscape.

Media theory of Marshall McLuhan, brief history of mass production and objectified society and ways to use that knowledge to determine trends in the current media landscape.

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Transcript

  • 1. globalization & new media: theoretical context and macro trends
  • 2. Fontys - FHJ - Internetjournalistiek - WG1 theo !2 ploeg, @theoploeg
  • 3. understanding the impact of media
  • 4. marshall mcluhan (1911-1980)
  • 5. !7 toronto, 1930
  • 6. McLuhan’s cycle of change The new media technology alters our sense ratios We invent a new media technology New models of reality give rise to new inventions The altered sense ratio alters our perception ‘we shape our tools and tools shape us’, ! Marshall McLuhan The altered perception changes the way we think With a new way of thinking we create new models of reality cycle of change
  • 7. mcluhan's main thought #1: media are extensions of some human faculty
  • 8. mcluhan’s main thought #2: the medium is the message
  • 9. mcluhan’s main thought #3: walking backwards !12 the future into
  • 10. ‘history is bunk’, henry ford
  • 11. ‘History is more or less bunk. It’s tradition. We don’t want tradition. We want to live in the present, and the only history that is worth a tinker’s damn is the history that we make today.’ henry ford in chicago tribune, 1916
  • 12. adam smith (1723-1790)
  • 13. ‘The value of any commodity is equal to the quantity of labour which it enables him to purchase or command. Labour, therefore, is the real measure of the exchangeable value of commodities.’ adam smith in ‘the wealth of nations’, 1776
  • 14. surroundings of manchester 1780
  • 15. 9 early 20th century: capitalists!1as benefactor
  • 16. fordism (1910 - 1965)
  • 17. fordism: shopping as capitalist action
  • 18. max weber: ’entzauberung der welt’
  • 19. back to marshall mcluhan
  • 20. ‘societies have always been shapes more by the nature of the media by which men communicate than by the content of the communication’ mcluhan as ‚technologal determinist’
  • 21. tribal man living in acoustic space in between: man becoming more symbolic literate man living in the gutenberg galaxy network man living in the global village historical fases according to mcluhan
  • 22. !26 acoustic space
  • 23. • ear is dominant organ (sense) • community as powerful structure • hearing is believing • truth is fluid and non-lineair • time and place don’t exist • involvement and equality • myths characteristics of acoustic space
  • 24. !28 liquid truth at the agora in athens
  • 25. !29 gutenberg galaxy
  • 26. around 1500 • eye as dominant organ (sense) • truth becomes universal • individual replaces community • hierarchy and centralization • privacy, distance and isolation • time and place becoming important • objectivity and rationality • sound becomes vision • seeing is believing • becoming as central human idea characteristics of gutenberg galaxy
  • 27. books are vehicles for objectivity!31 and rationality
  • 28. 2 the!3global village
  • 29. newspaper as hot medium: they feel like a hot bath
  • 30. !34 tv as cool, electric medium
  • 31. !35 1960: US elections broadcast on tv
  • 32. in Playboy (1969) ‘The computer thus holds out the promise of a technologically engendered state of universal understanding and unity, a state of absorption in the logos that could knit mankind into one family and create a perpetuity of collective harmony and peace.’ the electronic age
  • 33. macluhan’s advice: don’t drown in the media mahlström
  • 34. observe, take distance, find patterns
  • 35. so, what macro trends do we see?
  • 36. trend #1: news isn’t relevant anymore hierarchies implode, subjectivity, experience, emotions, involvement, liquidity
  • 37. trend #2: storytelling is back subjectivity, experience, emotions, involvement, liquidity
  • 38. trend #3: curating instead of classic journalism hierarchies implode, subjectivity, experience, emotions, involvement, liquidity
  • 39. trend #4: mass is defragments in niches hierarchies implode, subjectivity, involvement, liquidity, being, networks
  • 40. trend #5: local and global hierarchies implode, subjectivity, involvement, liquidity, being, networks
  • 41. trend #6: the network is everything hierarchies implode, subjectivity, involvement, liquidity, being, networks
  • 42. trend #7: just be subjectivity, involvement, liquidity, being
  • 43. a few examples
  • 44. thank you!