Understanding Media: Marshall McLuhan

Week
Dates
September 24, 2024
Type
Section
Mid Century Media Theory
Reading

McLuhan - Chapters 1 -3 of Part I

Location
In Class
Related to Due Dates (Class)

Lecture

< TBD>

To Read

Read chapters 1-3 in part I

synopsis

Marshall McLuhan’s Understanding Media begins with a revolutionary approach to media studies, focusing on the medium itself rather than just the content it carries. In these first three chapters, McLuhan introduces his famous concept that "the medium is the message," arguing that the characteristics of the medium shape and control the scale and form of human association and action. He further elaborates on how different media extend human senses, transforming our interactions and perceptions, and how this affects the structure of society.

Keywords: Electric Age, Hot and Cool Media, Technological Determinism

To Watch

📼
The author is talking about his concept of a “global village.” He didn’t have the vocabulary for the internet of course, but it shows you how ideas of a connected society were taking shape, even as early as 1967.
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The following video is the a quick intro to Media Ecology (the filed that McLuhan is most associated).

Guiding Questions

  • "The Medium is the Message": How does McLuhan’s assertion that "the medium is the message" challenge traditional views on communication? What are the implications of focusing on the medium rather than the content, and how might this perspective influence our understanding of modern digital media?
  • Hot and Cool Media: How does McLuhan's distinction between "hot" and "cool" media alter our perception of audience engagement? Can you identify examples of "hot" and "cool" media in today’s digital environment, and how do these media types affect the way we consume and interact with information?
  • Global Village: McLuhan predicted the emergence of a "global village" long before the internet and social media. How does this concept apply to today’s connected world, and what are the potential positive and negative consequences of living in such a globally interconnected society?