This document discusses Marshall McLuhan's concept that "the medium is the message" and how the medium used to communicate a message shapes society's understanding of the message. It explores different types of media like text, visual, and audiovisual content and how newer digital media like the internet are interactive and hyperlinked. The document encourages analyzing various cultural "texts" like art, literature, films and webpages to understand the truths of our time and culture. It notes that McLuhan predicted the internet's creation of a "global village" and examines characteristics of internet structure and how digital content differs from literature.

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THE MEDIUM IS THE MESSAGE
mgr Radosław Wolski

2. what is medium ?

3. let's play
Roles:
● a medium
● a few noises of chorus / disturbers
● a message receivers / customers
A scenes:
● phone calling
● a keyword without speaking
● call a ghost / virtual person

4. broadcaster, medium, receiver
● sender / broadcaster use medium to communicate
● can't separate content from medium

5. types of content
● text
● visual (graphic, images, icons, sign language)
● audio-visual

6. media, new media
● what we call a media?
● what media do U use?
● which from these do U like to use?
● which are interactive?
● link each other with characteristic type of content

7. yes, we (consumers) like interactivity
and audio-visuals content
● imagine a museum with new technology and museum that
we know from the past – see, but don't touch anything!

9. media literacy
● competencies that enable people to analyze, evaluate, and
create messages
● we „read“ a „text“ of culture
● a text of culture can be everything!
(art painting, theatre play,
clothes, games, webpages,
literature, film, music, etc.)

10. analyze content
● https://archive.org/
● conclusions can show us the truth of our time, culture & who
we really are

11. the medium is the message
● „Understanding media: the extensions of man“ 1964,
Marshall McLuhan

17. internet
● M. McLuhan name world community as global village before
internet era
● what is internet?
● what is the characteristic / structure of internet?

18. liveplasma.com
(a structure)

19. compare
● as media receiver, compare literature content with internet
webpage

20. characteristic
● unlimited
● without beginning and without the end
● digital ontology is hyper
(hypertext, hiperlinks, hyperspeed)

21. what is real, what is virtual?

31. think...
● how we get experience...
● how we discover world...
● do U use media?
● do U analyze what U receive?

32. we create...
● words
● images
● artifacts
● potentiality and virtual worlds
we create the world.
we create ourselves.