This document provides an overview and summary of Marshall McLuhan's 1967 book "Medium is the Massage". The book graphically illustrates McLuhan's theory that "the medium is the message" from his previous work. It has an experimental layout with minimal text and images juxtaposed on pages. McLuhan believed that new technologies and media have profound social and psychological effects by creating new patterns and scales of human interaction. His concept of a "global village" described the connected world enabled by technologies like the internet.
Mass communication: A critical, social scientific and cultural approachDr. Aitza Haddad Nuñez
Chapter 1: Mass Communication: A Critical Approach Chapter 15: Social Scientific and Cultural Approaches to Media ResearchCampbell, R., et al. (2011). Media Essentials: A Brief Introduction. Bedford/St.Martin’s. p.3-29, p.420-443
Canadian professor, author and philosopher Marshall McLuhan claimed in the 60s the Medium is the Message. With the proliferation of devices -- was he right?
Mass communication: A critical, social scientific and cultural approachDr. Aitza Haddad Nuñez
Chapter 1: Mass Communication: A Critical Approach Chapter 15: Social Scientific and Cultural Approaches to Media ResearchCampbell, R., et al. (2011). Media Essentials: A Brief Introduction. Bedford/St.Martin’s. p.3-29, p.420-443
Canadian professor, author and philosopher Marshall McLuhan claimed in the 60s the Medium is the Message. With the proliferation of devices -- was he right?
A presentation that briefly entails the major theories of mass communication. Spiral of silence,Two step flow theory,Multi-step flow, cultivation theory,mean world syndrome and normative theories.
The Two-Step Flow of Communication: An Up-to-Date Report on an HypothesisElihu Katz(1957)
- The People's Choice
- The Two-Step Flow Theory
- Opinion Leaders and Opinion Followers
- Minimal/ Limited Paradigm vs. Mass Society Paradigm
- Strengths and Limitations of The Two-Step Flow Theory
- Elmira Study, Rovere Study, Decatur Study and Drug Study
- Diffusion of Innovation
- Personal Influence vs. Mass Influence
- Impact of Personal Influence
- Flow of Personal Influence
A presentation that briefly entails the major theories of mass communication. Spiral of silence,Two step flow theory,Multi-step flow, cultivation theory,mean world syndrome and normative theories.
The Two-Step Flow of Communication: An Up-to-Date Report on an HypothesisElihu Katz(1957)
- The People's Choice
- The Two-Step Flow Theory
- Opinion Leaders and Opinion Followers
- Minimal/ Limited Paradigm vs. Mass Society Paradigm
- Strengths and Limitations of The Two-Step Flow Theory
- Elmira Study, Rovere Study, Decatur Study and Drug Study
- Diffusion of Innovation
- Personal Influence vs. Mass Influence
- Impact of Personal Influence
- Flow of Personal Influence
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.
Utopia Internet - any freedom left. Democratization of Information access and organisation capabilities empowered individuals and society, but Internet Evangelists forgot that technology also could be used by governments companies and organisations, which led to a perfect storm of surveillance. Did the journey to Utopia Freedom end in an Dystopia of the end of privacy and freedom?
This keynote presentation was inspired by the book "If The World Were a Village" and introduces the concepts explored in the "Global Village Math Challenge" (separate pdf). Youtube clips are used to engage students.
On this presentation you will learn about the upcoming multicultural event called Global Village. Created for the international students of Tomas Bata University in Zlin.
I made this slideshow for a class presentation applying Marshall McLuhan's theory to the modern medium of the internet. The points made in these slides contributed greatly to my final project, Tweory (see my links).
Next to media themselves, pedagogy or education --configured specifically as a “training the senses” (McLuhan & Leonard, 1967) or “sensuous education” (McLuhan, 1964)-- is one of the most prominent themes in McLuhan’s corpus. It is the focus of numerous articles published throughout his career and of two significant albeit relatively obscure monographs that effectively book-end his work on electronic media. As Janine Marchessault says, McLuhan articulates “a specifically argued pedagogical enterprise” that is central to his “aesthetically-based, highly performative and historically grounded..contribution to the study of media” (xi, 10, 34). In this paper, I focus on this pedagogical enterprise specifically as it develops from McLuhan’s highly original understanding of the senses. In doing so, I show how McLuhan’s contribution to media is indeed aesthetically, historically and performatively charged, and make the case for the ongoing currency of his pedagogical enterprise today.
My presentation at the Media Ecology Association Convention 2010. Objective: to explore and expand the ecological metaphor including concepts like media evolution, media extinction, human-media coevolution, etc.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
8. The Book is a graphical
representation of McLuhan’s
thesis “The Medium is the Message”
in his previous book
“Understanding Media:
The Extensions of Man (1964)”
9. It is 160 pages
and contains relatively small
amount of text
17. The name of the book
comes from McLuhan’s
original saying
“Medium is the Message”
18. The book is called
“Medium is the Massage”
because a typesetter’s mistake.
McLuhan loved it, because he realised that
the saying was already a cliche
19. The term “massage” creates
a link to McLuhan’s thinking.
The modern media is considered
to be soothing and relaxing,
but according to McLuhan,
the pleasure is conceiving
20. The changes in society and the rapid
progress in technology is affecting
every part of us as human beings,
causing anxiety (“the age of anxiety”
see the poem by W. H. Auden)
22. Understanding the term “medium”:
1. THE MEDIUM AS A DEVICE
(book, movie, etc)
2. THE MEDIUM AS A PROCESS
(Alphabets, automation of technology,
print technology)
23. For example automation of technology,
the main focus of the medium is not the
end result from the machine (food, cars
etc), but the larger impact of the change
from manual labour to automation.
24. The “medium” changed from
human to machine. For the “message” of
any medium or technology is the change of
scale or pace or pattern that it introduces
into human affairs.
25. The medium (as a device) affects
the users approach and attitude
towards the subject matter
(Holocaust: Cartoon vs. TV documentary)
26. Characteristic of all media is that the
“content” of any medium is always
another medium.
27. The content of writing is speech, just as the
written word is the content of print. The
content of speech is a process of thought.
29. Mediums are extensions
of human abilities: the book is an exten-
sion of the eye, the wheel is an exten-
sion of the foot. The Internet – it’s the
extension of consciousness.
30. When thinking about McLuhan’s aim to
“put people on” (teasing, challenging,
upsetting), he deliberately overstates
his sayings. “Medium is the message (or
massage)” is deliberately provocative
and over simplification of his theory.
31. From Hybrid narrative point of view,
juxtaposing text and photos
and drawings clarifies McLuhan’s com-
plicated theory. Or at least tries to. The
book’s design challenge reader
to consider the effect of unconventional
book layout.
32. GLOBAL VILLAGE
I only introduce this one concept
briefly in presentation,
other interesting and central concepts are:
“Global Theater”
“The rear-view mirror”
“The invisible environment”
“Total field”
33. One of McLuhan’s central term is
Global Village. It can be described as
the internet we know today. Social cir-
cles are expanded and people can eas-
ily find communities and interact with
each other, share same interests and
concerns.
34. According to McLuhan, we are in the
chaotic world of all-at-onceness (the
high speeds of electric communications)
and tribal emotions, because we
confront this new situation and
environment with outdated mindset.
35. Negative effect is that it ensures
disagreements and discontinuity.
Internet as a medium also affects how
people communicate with each other,
because it lacks physical contact and
emotions. People tend to behave
differently in Social media than
in real life.
36. My conclusion is that McLuhans
“medium” should be understood more
wider meaning than just a technical
medium (Device vs. Process).
It represents a larger system or phenom-
enon, that has changed we understand
the world and how we operate in it.
37. “You see, Dad, Professor McLuhan says the environment that man cre-
ates becomes his medium for defining his role in it. The invention of
type created linear, or sequential, thought, separating thought from ac-
tion. Now, with TV and folk singing, thought and action are closer and
social involvement is greater. We again live in a village. Get it?”