Posts Tagged ‘Marshall McLuhan’

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Class 4: Media and messages

November 2, 2017

As we moved into November a few scheduling clashes and misfortunes (coupled with this being reading week at DIT) led to the class being held on Thursday this week rather than the usual Wednesday. In addition, the class summary is being posted very much later than usual. Apologies from John and Glenn for disturbing the normal routine but it could not be helped (and thank you for your understanding).

All of you had read the blog post about ‘painfully coming to grips with The Medium is the Message’ and some of you even went on to read the more academic text describing Marshall McLuhan’s influence on ‘reshaping our sensorium’. This led to a lively and informed discussion about McLuhan’s philosophical ideas as expressed in his 1967 collaboration with graphic designer Quentin Fiore, The Medium is the Massage.

We arrived at an understanding of the basis of his theory that mankind is defined by the ability to develop tools – tools that then reshape and redefine the very nature of man and society. Furthermore, we noted that language, and communication in general, is really a tool that has had, and continues to have, the greatest influence on our society. The rapid development of communication technology throughout the 20th Century, culminating with the mass entertainment format of television, was identified by McLuhan to be as significant as the development of speech, writing and printing.

It is clear that we cannot know in what way our tools will affect society. But, McLuhan goes further and suggests that these very tools ‘massage’ us into believing they are merely neutral channels of communication while in fact the tools are having a greater impact on our development than the messages they carry. This development is incremental and not easy to perceive. We cannot predict the future so at best we should try maintain an awareness of the influences of our tools.

We suggested that the digital revolution currently playing out seems to be even more evidence in favour of McLuhan’s theories. His concept of the Global Village coming to life with virtual reality and social media. We will look at this again next class in the context to the group project.

No activities were set for the following week.

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Class 8: Is the medium the message?

March 22, 2015

Last week students were asked to watch a lecture by Prof Axel Bruns but the link was faulty – while the slides accompanying the talk were visible the lecture itself was missing. So, the correct link will  be posted this week and we will discuss the idea of ‘Prosumer to Produser: Understanding User-Led Content’ in another class.

This week in class we discussed Marshall McLuhan’s proposal that the ‘medium is the message’. Use of the smart phone emerged as the dominant theme, particularly the way in which it appears to have replaced face-to-face encounters for many people today.

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ACTIVITIES FOR NEXT CLASS:

  • Watch and listen: to the lecture ‘From Prosumer to Produser: Understanding User-Led Content Creation‘ by Prof Axel Bruns (Creative Industries Faculty at Queensland Institute of Technology) explains his theory of user-led collaborative content creation.
  • Write the eighth post to your blog explaining how Marshall McLuhan’s theories inform the thinking behind this class.
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