This document discusses the work and ideas of Marshall McLuhan and Jean Baudrillard regarding media and technology. McLuhan coined the phrase "the medium is the message" and predicted concepts like the global village and World Wide Web. Baudrillard built upon McLuhan's work and theorized about hyperreality and how media constructs our perception of reality. Both viewed media as having significant impacts on society and believed new technologies would continually reshape human experience.

1. IS TECHNOLOGY ONE OF
ALLIES OR ENEMIES
18BIT0126- NARU
ROHITH
REDDY

2. MARSHAL MACLUHAN
• Born in Edmonton, Alberta on 21-July-1911, and
raised in Winnipeg, Manitoba
• McLuhan studied at the University of Manitoba
and the University of Cambridge
• McLuhan coined the expression "the medium is
the message" and the term global village and
predicted the World Wide Web almost 30 years
before it was invented.
• He began his teaching career as a professor of
English at several universities in the US and
Canada before moving to the University of
Toronto in 1946
• His parents were both also born in Canada: his
mother, Elsie Naomi was a Baptist
schoolteacher who later became an actress;
and his father, Herbert Ernest McLuhan, was a
Methodist with a real-estate business in
Edmonton.
• Earned a Bachelor of Arts degree (1933),
winning a University Gold Medal in Arts and
Sciences .He went on to receive a Master of
Arts degree (1934) in English from the
University
• McLuhan met Corinne Lewis in St. Louis,[35] a
teacher and aspiring actress from Fort Worth,
Texas, whom he married on 4 August 1939

3. THE MEDIUM IS
THE MESSAGE
The electric light is pure
information. It is a medium without
a message, as it were, unless it is
used to spell out some verbal ad or
name. The light bulb is a clear
demonstration of the concept of
"the medium is the message": a
light bulb does not have content in
the way that a newspaper has
articles or a television has
programs, yet it is a medium that
has a social effect; that is, a light
bulb enables people to create
spaces during nighttime that would
otherwise be enveloped by
darkness. He describes the light
bulb as a medium without any
content. McLuhan states that "a
light bulb creates an environment
by itS mere presence.

4. PREDECTING
THE INTERNET
• McLuhan didn’t live to see the internet, but many have argued his concept of the “global village”
predicted its rise.
• The gist of his global village idea was that, with the rise of electronic media, the information system
would become global, putting people in contact with information from everywhere. McLuhan said the
emergence of the global village was already shifting behaviour as he was writing about it.
• “One of the effects of living with electric information is that we live habitually in a state of information
overload. There’s always more than you can cope with,” he said. “I used to talk about the global
village; I now speak of it more properly as the global theatre. Every kid is now concerned with acting.
Doing his thing outside and raising a ruckus in a quest for identity.”

5. OPINION ON
MEDIA AND
TECHNOLOGY
Basically, he interpreted the medium as the
extention to the human senses. And always
believed that every improvement in the technology
and the way the medium presents the message they
will impact the society. Reffered the television as
the extension to the vison, radio as extension to
ears, internet as the extension to the brain. He
mainly believe that every evolution in the techology
effects the neural network of the humans as per his
theories humans will be overloaded with bulk
amount of data.

6. UNDERSTANDING
MEDIA
McLuhan argues that media are languages, with their own structures and systems of grammar, and that they
can be studied as such. He believed that media have effects in that they continually shape and re-shape the
ways in which individuals, societies, and cultures perceive and understand the world. In his view, the
purpose of media studies is to make visible what is invisible: the effects of media technologies themselves,
rather than simply the messages they convey. Media studies therefore, ideally, seeks to identify patterns
within a medium and in its interactions with other media. Based on his studies in New Criticism, McLuhan
argued that technologies are to words as the surrounding culture is to a poem: the former derive their
meaning from the context formed by the latter. Like Harold Innis, McLuhan looked to the broader culture
and society within which a medium conveys its messages to identify patterns of the medium's effects.

7. During the 1980s, Jean Baudrillard has been promoted in certain circles as the new McLuhan,
as the most advanced theorist of the media and society in the so-called postmodern era.His
theory of a new, postmodern society rests on a key assumption that the media, simulations,
and what he calls "cyberblitz" constitute a new realm of experience and a new stage of history
and type of society. To a large extent, Baudrillard's work consists in rethinking radical social
theory and politics in the light of developments of the consumer, media, information, and
technological society. Baudrillard's earlier works focus on the construction of the consumer
society and how it provides a new world of values, meaning, and activity, and thus inhabit the
terrain of Marxism and political economy. From the mid-1970s on, however, reflections on
political economy and the consumer society disappear almost completely from his texts, and
henceforth simulations and simulacra, media and information, science and new technologies,
and implosion and hyperreality become the constituents of a new postmodern world which --
in his theorizing -- obliterate all the boundaries, categories, and values of the previous forms of
industrial society while establishing new forms of social organization, thought, and experience.
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8. Among Baudrillard's most provocative theses are his reflections on the role of the media in
constituting the postmodern world. Indeed, he provides paradigmatic models of the media as
all-powerful and autonomous social forces which produce a wide range of effects. To explicate
the development and contours of his positions on the media, I shall follow his reflections from
the late 1960s to the present, and sort out what I consider to be his contributions and
limitations. I shall also be concerned to delineate the political implications of his media theory
and to point to alternative theoretical and political perspectives on the media.
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9. This Photo by Unknown author is licensed under CC BY-SA-NC.
This Photo by Unknown author is licensed under CC BY.
Here both are the people who talk about
impact of media on the society rather we can
say the Baudrillard as the new version of the
McLuhan. Both the people had argued about
the media effect on the society. Baurdrillard
was more advanced than McLuhan as he get
into the hyperreality which can be made
through agumented reality,virtual reality,
every aspect of our senses need to feel it's
real then it becomes hyperreal. Basically, the
hyperreal is the thing that has been created to
be real

10. The postmodern semiotic concept of "hyperreality" was contentiously coined by French
sociologist Jean Baudrillard in Simulacra and Simulation.Baudrillard defined "hyperreality" as
"the generation by models of a real without origin or reality";hyperreality is a representation, a
sign, without an original referent. According to Baudrillard, the commodities in this theoretical
state do not have use-value as defined by Karl Marx but can be understood as signs as defined
by Ferdinand de Saussure. He believes hyperreality goes further than confusing or blending the
'real' with the symbol which represents it; it involves creating a symbol or set of signifiers
which represent something that does not actually exist, like Santa Claus. Baudrillard borrows,
from Jorge Luis Borges' "On Exactitude in Science" (already borrowed from Lewis Carroll), the
example of a society whose cartographers create a map so detailed that it covers the very
things it was designed to represent. When the empire declines, the map fades into the
landscape.He says that, in such a case, neither the representation nor the real remains, just the
hyperreal.
Baudrillard's idea of hyperreality was heavily influenced by phenomenology, semiotics, and
Marshall McLuhan. Baudrillard and Eco explained that it is "the unlimited existence of
"hyperreal" numbers or "non-standard reals", infinite and infinitesimal, that cluster about
assumedly fixed or real numbers and factor through transference differentials."[7] Baudrillard,
however, challenges McLuhan's famous statement that the 'medium is the message', by
suggesting that information devours its own content. He also suggested that there is a
difference between the media and reality and what they represent.[6] Hyperreality is the
inability of consciousness to distinguish reality from a simulation of reality, especially in
technologically advanced societies.[8] However, Baudrillard's hyperreality theory goes a step
further than McLuhan's medium theory: "There is not only an implosion of the message in the
medium, there is, in the same movement, the implosion of the medium itself in the real, the
implosion of the medium and of the real in a sort of hyperreal nebula, in which even the
definition and distinct action of the medium can no longer be determined"
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11. Disneyland is a perfect model of the entangled orders of simulation. To begin with it is a play
of illusions and phantasms: Pirates, the Frontier, Future World, etc. This imaginary world is
supposed to be what makes the operation successful. But what draws the crowds is
undoubtedly much more the social microcosm, the miniaturized and religious reveling in real
America, in its delights and drawbacks. You park outside, queue up inside, and are totally
abandoned at the exit. In this imaginary world the only phantasmagoria is in the inherent
warmth and affection of the crowd, and in that sufficiently excessive number of gadgets used
there specifically to maintain the multitudinous affect. The contrast with the absolute solitude
of the parking lot—a veritable concentration camp—is total….Disneyland is there to conceal
the fact that it is the "real" country, all of "real" America, which is Disneyland…Disneyland is
presented as imaginary in order to make us believe that the rest is real, when in fact all of Los
Angeles and the America surrounding it are no longer real, but of the order of the hyperreal
and simulation.
This Photo by Unknown author is licensed under CC BY.

12. • Simulacra and Simulation is a 1981 philosophical treatise by the sociologist Jean Baudrillard,
in which the author seeks to examine the relationships between reality, symbols, and
society, in particular the significations and symbolism of culture and media involved in
constructing an understanding of shared existence.
• Simulacra are copies that depict things that either had no original, or that no longer have an
original.Simulation is the imitation of the operation of a real-world process or system over
time.
• Simulacra and Simulation is most known for its discussion of symbols, signs, and how they
relate to contemporaneity (simultaneous existences).[6] Baudrillard claims that our current
society has replaced all reality and meaning with symbols and signs, and that human
experience is a simulation of reality.[7] Moreover, these simulacra are not merely
mediations of reality, nor even deceptive mediations of reality; they are not based in a
reality nor do they hide a reality, they simply hide that nothing like reality is relevant to our
current understanding of our lives.[citation needed] The simulacra that Baudrillard refers to
are the significations and symbolism of culture and media that construct perceived reality,
the acquired understanding by which our lives and shared existence are rendered legible.
Baudrillard believed that society had become so saturated with these simulacra and our
lives so saturated with the constructs of society that all meaning was becoming meaningless
by being infinitely mutable; he called this phenomenon the "precession of simulacra".
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13. SPECTRAL
Click to add text
Here in this movie its basically about the war between countries. One of which is more
advanced in the warfare tactics by using the Bose-Einstein condensation i.e there will be
sates between naturally existing physical state and in this state the object if touched causes
the instant freeze and only visible under UV spectrum. They will use the prints of the
humans at molecular level to build the bodies and the spine and brain along with the nerves
are preserved in a cryo-cell they are connected to a machine that help the brain to control
the molecular level imprint.

14. Interstellar
In Earth's future, a global crop blight and second Dust Bowl are slowly rendering the planet
uninhabitable. Professor Brand (Michael Caine), a brilliant NASA physicist, is working on plans
to save mankind by transporting Earth's population to a new home via a wormhole. But first,
Brand must send former NASA pilot Coooper (Matthew McConaughey) and a team of
researchers through the wormhole and across the galaxy to find out which of three planets
could be mankind's new home. In this Journey he come to know that a parallel world exist
really and there will be a fourth dimension that represent the object other than the human
known 3 dimensions . He interpret the fourth dimension as the time which is going to place the
object in different parallel universe.

15. THE 100
Here an A.I was created to live with humans and advice the humans with best ideas
and let the humans live without any war, pain, and grief. But the A.I that has been
created learns that the huge population is the problem then itself it hacks into all
countries weapon systems and launch all the nuclear warheads. Later some humans
tend to survive by going to space on arc and using bunkers and again they
occupy the earth again when this A.I was encountered with a person it produces a
chip that connects to the neural network of the human and let the human to a
virtual world where there is no pain, death, and only filled with happiness.

16. THE MATRIX
Here as the technology developed there will be many machines that uses the
human as the energy resources and they harvest energy from them because every
feeling we feel is an electrical impulse that is being transferred from our brain to
our body parts. Here the human was the one who invented this and the humans
who are in the harvesting chambers live in a virtual world called matrix with the
program debuggers named sentinels, and the boy neo was the one who can save
the leftover human race those reside on the Zion (left over human space to survive
and nearest to the core).

17. MY FINAL CONCLUSION
• Extremely the technology is very needed for the humans
• Even when the technology is developed it has both positive and negative impact on the society
• Great power comes with greater responsibilities. One must understand this and stop misusing the
power
• Problem with an AI is we can't control a learning A.I because we cannot limit the range of its studies
and the things that get to know from internet.
• Every software or hardware there will be backdoor build for emergency purposes like catastrophic
failure.
• Human must develop the technology just up to the need and make sure never a machine over runs
human race at any cost
• AI select any path at all costs to achieve the goals which make it dangerous and vulnerable to the
society
• Recent years we are thinking ways to store data in DNA.