Download as PDF, PPTX
Uploaded byAna Brambilla
McLuhan and the Technology
The document discusses how different media and technologies shape our experiences and culture in different ways. It contrasts tribal/oral cultures with print/rational cultures and notes we are currently in a transition between those. It provides questions about what a technology enhances, displaces, recovers, or becomes when taken to an extreme. It quotes that the electric environment results in an absence of secrecy and discontinuity. It recommends further reading on these topics.
McLuhan and the Technology
- 1. Is the technology INVISIBLE? AnaBrambilla Mar/19
- 3. When we paytoo much attention to the content, we ignore the power of form in shaping our experience. So, if you don’t understand the medium, you don’t fully understand the message.
- 4. The Medium isThe Message
- 5.
- 6. Lineal Rational Alone experience You accept everything by yourpoint of view Civilized Distancing
- 7.
- 8. Tribal man Individualman Tribal man Whole, integral Auditory, orality Organic Hyper SENSORIAL Live Sequential Uniform Analytic Manufactured Phonetic Alphabet Asynchronous MIDDLE AGE PRINT MEDIA ELECTRONIC MEDIA Whole, integral Auditory, orality, visual Organic Hyper SENSORIAL Live Unconsciousness Atrophy
- 10. We are livingin a TRANSITIONAL ERA between the old rational and sequential culture to an organic integral culture, which generates an empty about identity: WHO AM I? TO WHICH CULTURE DO I BELONG?
- 11. 1. What doesthe technology enhance or intensify? 2. What does the technology displace or render obsolete? 3. What does the technology recover that was previously lost? 4. What does the technology produce or become when pushed to an extreme?
- 12. “Another strange effectof this electric environment is the total absence of secrecy. With the end of secrecy goes the end of the monopolies of knowledge. Everything happens at once. There’s no continuity, there’s not connection, there’s no follow-through. It’s just all now.” Recommended (historic) reading: http://web.cs.ucdavis.edu/~rogaway/classes/188/spring07/mcluhan.pdf To the next session: http://bit.ly/maffesoli_2003