Technological Determinism

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1) Technological determinism argues that technology radically shapes human thought, culture, and society through new communication mediums. 2) McLuhan analyzed how different eras like oral, literate, print, and electronic ages relied on different dominant communication mediums that changed human existence. 3) McLuhan believed each new medium supersedes the previous one and has wide-ranging effects beyond the messages or content it conveys, with the "medium is the message."

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Technological Determinism Of Marshall McLuhan

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Media and Society Media History JOHN DEWEY – 1859-1952 Harold A. Innis 1894-1952 Marshall McLuhan – 1911-1980 Walter J. Ong, S.J. 1912-2003 Robert W. McChesney – 1952- Three Historical Narratives: Oral to Electronic Culture Oral Culture – all interactions take place in face-to-face discussions. Written Culture – a shared system of inscription in a literate society exists so that communication can take place outside of face-to-face discussions across time and space. Print Culture – an expansion of Written Culture that encompasses the consequent social and cultural changes that result from the proliferation of printer material. Electronic Culture – communication transcends time and space. There is a different sense of time in Oral Culture, according to Ong. Since there are no records, memory cannot be recorded. History can only reside in the present, in the telling of the story. Memory is thematic and formulaic. The story may vary very little from telling to telling over time, but the words and phrases used may differ. Performance is the key to authorship. Every time a story is told or a work is performed, it is shaped by the performer and provides a new model for future performances. Oral cultures are relatively homogeneous with respect to knowledge and social norms but public and shared across generations. Written Culture, according to McLuhan , has been the means of creating ‘civilized man.’ According to Innis, written communication allowed societies to persevere through time by creating durable texts which could be handed down and referred to. This allowed for control of knowledge by certain hierarchies and also allowed for centralized control to expand over a wider area. Audiences could be remote in time and space, and the communicator could guarantee that the message received is identical to the one sent without having to rely on the memory of the messenger. The communicator could reach a wider and more disparate audience. Print Culture – the ability to mechanically reproduce text freed writing from its reliance on an elite group of individuals and guaranteed that each copy of the text would be identical to every other copy. Printing was instrumental in the development of a secular society and in the establishment of a democracy among the upper classes in early modern Europe, according to historian, Elizabeth Eisenstein. Printing reinforced the sense of individuality and privacy and makes Introspection possible. Printing enabled the emergence of the newspaper and the novel, and altered the very structure of human consciousness and thought. Electronic Culture – the telegraph reorganized people’s perception of space and time; it enabled the transmission of messages across space, and it fostered a rational reorganization of time. The telegraph also separated transportation from communication. According to Innis, electronic culture allows for a new fo.

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