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Technological Determinism
<ul><li>Mass Society Theory to the Limited Effects Paradigm – early notions </li></ul><ul><li>Agenda setting, Cultivation ...
<ul><li>McLuhan emerged as the  ‘Oracle of Electronic Age’  in 1960s </li></ul><ul><li>Analyzed impact of electronic media...
<ul><li>Canadian scholar in 1950s </li></ul><ul><li>Studied linkages between communication media and social structures </l...
<ul><li>Bias of Communication </li></ul><ul><li>‘  Innis’ idea that communication technology makes centralization of power...
<ul><li>McLuhan moved along Innis’ trajectory </li></ul><ul><li>Firmly believed and propelled ideas on transformative powe...
<ul><li>New forms of media transform (massage) our experiences of ourselves and our society. This influence is ultimately ...
<ul><li>A new form of social organization that would inevitable emerge since the electronic media tied the entire world in...
<ul><li>Mc Luhan believed media to extend sight, hearing and touch through time and space </li></ul><ul><li>Impact of the ...
<ul><li>Print Media: Hot  </li></ul><ul><li>Electronic Media: Cool </li></ul><ul><li>Famous interpretations on  Cool Kenne...
<ul><li>Rationalized rapid expansion of electronic media with little concern for their negative consequences </li></ul><ul...
<ul><li>Research studies designed to test McLuhan’s notions </li></ul><ul><li>Failed to support McLuhan’s assertions </li>...
<ul><li>With telephone and TV it is not so much the message as the sender that is “sent.” </li></ul>enter the medium      ...
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6 r marshall mc luhan

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6 r marshall mc luhan

  1. 1. Technological Determinism
  2. 2. <ul><li>Mass Society Theory to the Limited Effects Paradigm – early notions </li></ul><ul><li>Agenda setting, Cultivation Analysis, Knowledge Gap Hypothesis </li></ul><ul><li>Theories grounded on both social empirical research and qualitative research </li></ul><ul><li>Most theories project negative tone </li></ul><ul><li>Not as negative as Mass society theory </li></ul><ul><li>Exception: McLuhan’s Technological determinism </li></ul>
  3. 3. <ul><li>McLuhan emerged as the ‘Oracle of Electronic Age’ in 1960s </li></ul><ul><li>Analyzed impact of electronic media on culture and society </li></ul><ul><li>Concepts based on a lot of previous works of political economists, Harold Innis primarily </li></ul>
  4. 4. <ul><li>Canadian scholar in 1950s </li></ul><ul><li>Studied linkages between communication media and social structures </li></ul><ul><li>Publications – </li></ul><ul><li>Empire and Communications (1950) </li></ul><ul><li>The Bias of communication (1951) </li></ul><ul><li>Studied social orders in early empires in context of spoken word and later in the ambit of written word, followed by the development of railroad and telegraph </li></ul>
  5. 5. <ul><li>Bias of Communication </li></ul><ul><li>‘ Innis’ idea that communication technology makes centralization of power inevitable’ </li></ul>
  6. 6. <ul><li>McLuhan moved along Innis’ trajectory </li></ul><ul><li>Firmly believed and propelled ideas on transformative powers of media technology in an era moving from the print domain to the electronic domain </li></ul><ul><li>Did not dwell on issues concerning exploitation or centralized control </li></ul><ul><li>Focused on implications of abandoning print media in favour of electronic media </li></ul>
  7. 7. <ul><li>New forms of media transform (massage) our experiences of ourselves and our society. This influence is ultimately more important than the content that is transmitted in the messages. </li></ul>
  8. 8. <ul><li>A new form of social organization that would inevitable emerge since the electronic media tied the entire world into one great social, political and cultural system. </li></ul><ul><li>Control over this village or exploitation of members didn’t concern as issues to McLuhan </li></ul><ul><li>Microscopic approach: Impact of media on our senses </li></ul>
  9. 9. <ul><li>Mc Luhan believed media to extend sight, hearing and touch through time and space </li></ul><ul><li>Impact of the phenomenon – unsaid </li></ul><ul><li>All these speculations made when radio and television had started out, so phenomenonal </li></ul><ul><li>McLuhan adorned Newsweek’s cover in 1967 and later in 1996 </li></ul>
  10. 10. <ul><li>Print Media: Hot </li></ul><ul><li>Electronic Media: Cool </li></ul><ul><li>Famous interpretations on Cool Kennedy and Hot Nixon in 1960 </li></ul>
  11. 11. <ul><li>Rationalized rapid expansion of electronic media with little concern for their negative consequences </li></ul><ul><li>Called print media restrictive – linear, logical thinking, called literacy obsolete </li></ul><ul><li>Proposed natural evolution of media without regulations </li></ul><ul><li>Faced immense criticism from academia </li></ul><ul><li>No suggestions for dealing with info overload </li></ul>
  12. 12. <ul><li>Research studies designed to test McLuhan’s notions </li></ul><ul><li>Failed to support McLuhan’s assertions </li></ul><ul><li>Cultural theorists and political economists could not empirically verify either </li></ul>
  13. 13. <ul><li>With telephone and TV it is not so much the message as the sender that is “sent.” </li></ul>enter the medium          

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