1. Marshall McLuhan was a Canadian professor who argued that new technologies have social and psychological impacts beyond their intended uses or functions. He believed that "the medium is the message" in that a technology's effects come from its characteristics as a medium. 2. McLuhan proposed that machines extend human abilities but also accelerate and amplify existing human processes. The nature of each new technology brings about changes in scale and patterns of thought. 3. A review of McLuhan's work argues that he took a nuanced, "humanist technologist" perspective in exploring how technological change shapes human agency, and that his theories remain relevant if considered in their full historical context rather than through isolated quotes.

1. “ The Medium is the Message” Marshall McLuhan (1964) Understanding Media: The Extensions of Man AGM @ University of Washington, M.C. Digital Media 10.30.07

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3. Who was McLuhan? 1911-1980 Canadian English Professor Influenced by the 60s: flower power, Joyce, French philosophers, painters, avant-garde filmmakers, MIT scholars Complex prose, open to interpretation Loved word play… quote generator !

4. Key Points McLuhan refutes the notion that machines’ value depend on their use, because it ignores the nature of the machine What are the psychic & social impacts of the machine?

5. “ Machines are extensions of Man” E.g: Clothes are an extension of skin Humans create machines to automate human activities Machines amplify or accelerate existing human processes Machines have a purpose, a set function and therefore an inherent nature “ The message of any medium or technology is the change of scale”

6. Paradox of Mechanization Mechanization is a major cause of growth and change But the principles of mechanization refute learning and understanding of change Automations or mechanizations are superficial, fragmented, and centralized patterns

7. “ The content of a medium is always another medium” The content of: the telegraph = written word = speech = non verbal thinking Except for the electric light in pure form Electric Light only has content when used for something The “content” of a medium, blinds us to its “character ”

8. Related Article Book review of “the method is the message: rethinking McLuhan” Author Shaw (1999) says this is a valuable book that tries to get beyond a simple dismissal Argues McLuhan was a “humanist technologist” Supports argument by: Explaining McLuhan’s philosophical approach to be “intersubjective” Assuming that McLuhan was searching for human agency when technology changes Exploring McLuhan influences and links Placing McLuhan in historical context (modernist & postmodernist thinking)

9. Reactions Deemed as “Technology Determinist” Some say he was misinterpreted His theory has been reduced to quotes out of context Not all of McLuhan is irrelevant What do you think?

10. Questions What do you think of McLuhan’s theory? How is McLuhan relevant today? How would you apply McLuhan to the Internet? What is the content of the Internet? How does McLuhan compare to other theories discussed in class?