Marshall McLuhan & Innovation Theory

14,563 views

Published on

This PPT briefly explains media theorist Marshall McLuhan's "The Message is the Medium" and contrasts his theory with two innovation theory readings. It ends with three class discussion points about McLuhan and his relevancy today.

Published in: Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
14,563
On SlideShare
0
From Embeds
0
Number of Embeds
93
Actions
Shares
0
Downloads
148
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Marshall McLuhan & Innovation Theory

    1. 1. FRAMEWORKS AND THEORIES: DIFFUSION AND ADOPTION DISCUSSION OF MARSHALL MCLUHAN’S “THE MEDIUM IS THE MESSAGE” AND CLASS READINGS UW MCDM COM546 Discussion Group 1 Jan. 27, 2008 Suna Gurol
    2. 2. MARSHALL McLUHAN The Medium is the Message <ul><li>Understanding the effects of technology as it relates to popular culture </li></ul><ul><li>How technology affects people and their relation to each other in their communities </li></ul>
    3. 3. A FEW HIGHLIGHTS FROM McLUHAN… <ul><li>The electric light is “ pure information ” </li></ul><ul><li>All media are extensions of some human faculty </li></ul><ul><li>Message is controlled by technology </li></ul><ul><li>Accelerated media change </li></ul>
    4. 4. CLASS READINGS “Disruptive Technologies: Catching the Wave” <ul><li>Companies resist new ‘disruptive’ technologies </li></ul><ul><li>Disruptive technologies lead often to new business </li></ul><ul><li>Five tips on how a company can succeed in developing (and accepting) new technology </li></ul>
    5. 5. CLASS READINGS “The Innovation-Decision Process ” <ul><li>A five-step process for innovative decision-making – knowledge, persuasion, decision, implementation and confirmation </li></ul><ul><li>Interpersonal and mass communication channels influence innovation adoptees </li></ul><ul><li>Rogers argues that Internet can replace the interpersonal communication channel </li></ul>
    6. 6. DISCUSSION QUESTIONS <ul><li>Cave paintings and story-telling also can be said that the medium was the message. How was it different in the modern world? </li></ul><ul><li>McLuhan’s theory was also about how the message is controlled. Today, with everyone able to report ‘news’, is this theory still relevant? </li></ul><ul><li>What would McLuhan’s view be of the Internet or social media? </li></ul>
    7. 7. REFERENCES <ul><li>FOR MORE ANAYLYSIS </li></ul><ul><li>http://sunagurol.wordpress.com/2009/01/27/week-4-frameworks-and-theories-diffusion-and-adoption/ </li></ul><ul><li>REFERENCES </li></ul><ul><li>Bower, J. & Christensen, C. (Jan/Feb. 1995). “Disruptive Technologies: Catching The Wave,” Harvard Business Review , pp. 43-53. </li></ul><ul><li>Digitalecologist. &quot;The Message is the Medium.&quot; [PowerPoint slides] Retrieved from Slide Share Web site: http://www.slideshare.net/digitalecologist/mcluhan-review </li></ul><ul><li>Kenrg. (2006, Oct. 26). &quot;Marshall McLuhan & YouTube?” [Film]. Video posted to YouTube Web site: http://www.youtube.com/watch ? v=A7GvQdDQv8g </li></ul><ul><li>McLuhan, M. (1962) “The Medium Is The Message” from Understanding Media: The Extensions of Man. In Ed. Wardip-Fruin, N. and Moatfort, N. The New Media Reader: MIT Press. (pp. 205-209) </li></ul><ul><li>Rogers, E. (2003). “Chapter 5 The Innovation-Decision Process”. Diffusion of Innovations. Glencoe: Free Press. </li></ul><ul><li>Yiasamatha, N. &quot;Marshall McLuhan & the Internet.&quot; Retrieved from Slide Share Web site: http://www.slideshare.net/ninanyc/marshall- mcluhan-the-internet-presentation </li></ul><ul><li>AND JUST FOR FUN </li></ul><ul><li>Marshall McLuhan in &quot;Annie Hall” </li></ul>

    ×