Understanding Media: Marshall McLuhan
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Understanding Media: Marshall McLuhan

Week
Dates
September 24, 2024
Type
LectureFacilitation
Section
Media as Control
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 elaborates on how 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

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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 field 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?

Facilitation Schedule

To Do

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Take 15 minutes and outline your mid term. At this point, we are looking for quantity over quality. It’s okay to be messy. Each heading should have three to five bullet points with a bit of detail. You will not use all of it in your midterm. Save your work in a digital format so that can work with it later. If we have time in class, partner with the person next to you and walk them through your outline. Listen critically and point out logical gaps, potential sources, new ideas, and in general, try to be a good thought partner.

Mid Term Outline

1. Topic Selection and Justification

  • Topic: Clearly state the online community, platform, or media object you have chosen to study.
  • Justification: 

2. Presentation Format

  • Chosen Format: Identify the format you plan to use for your final project (e.g., traditional paper, podcast, video essay, interactive website, digital artwork).
  • Rationale: Explain why you believe this format is the most effective way to present your findings. Discuss how the chosen format will help convey the insights of your digital ethnography and how it aligns with your research goals.

3. Theoretical Framework

  • Theory Identification: Identify at least two theoretical concepts or frameworks from our course readings that will guide your analysis.
  • Application: Provide a brief summary (4 sentences) of each source, highlighting how it will contribute to your project.

5. Timeline (~100 words):

  • Project Plan: Outline a brief timeline of your research and production process for the remainder of the semester.